GelecekHane Ticaret 2.0 - Mark Holenstein Sap
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This document discusses the need for companies to become customer-centric and convenient as consumers now drive the experience. It highlights how the physical and digital worlds are merging for consumers. Companies must get this fusion right by integrating their front and back office systems as infrastructure now drives the customer experience. The key is being highly relevant to consumers by understanding their engagement profiles and listening to the signals they provide.
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GelecekHane Ticaret 2.0 - Mark Holenstein Sap
- 1. Mark Holenstein SVP EMEA&MEE SAP Customer Engagement & Commerce
- 2. BRANDS ARE RETAILERS RETAILERS ARE BRANDS TURKEY
- 3. BRANDS ARE RETAILERS TURKEY RETAILERS ARE BRANDS
- 5. BRANDS ARE RETAILERS RETAILERS ARE BRANDS
- 6. YOUR COMPANY HAS TO BECOME CUSTOMER-CENTRIC AND CONVENIENT. CONSUMERS HAVE TAKEN THE DRIVER SEAT.
- 7. DISCOVER NEED RESEARCH RECEIVE OFFER TRACK ORDER SHOP & BUY RECEIVE PACKAGE MISSING ITEM POST REVIEW SETUP PHONE ? BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE JOIN GROUPS ? NETWORK ISSUE CHANGE ADDRESS RESTART SERVICE RECEIVE OFFER REFER FRIENDS WEB PRINT DIGITAL ADS WORD OF MOUTH SOCIAL TV RETAIL STORE WEB SHOP REVIEWS SEARCH KW/ADS CONTACT CENTER WEB SHOP EMAIL SOCIAL RETAIL STORE WEB SHOP CONTACT CENTER CONTACT CENTER RETAIL STORE CONTACT CENTER ? CONTACT SOCIAL CENTER WORD OF MOUTH SOCIAL EMAIL SUPPORT PORTAL SUPPORT PORTAL BRANDED COMMUNITY I DO IT MY WAY - CONVENIENCE
- 8. THE SAME SHOULD GO FOR YOUR COMPANY. TO CONSUMERS THE REAL AND VIRTUAL WORLDS ARE ONE.
- 9. online online/offline offline 30% 50% 15% 50% 70% 85% 2000 OFFLINE 2006 ROPO 2012 2018 TRANSCENDENCE BOPIS/BORIS GET THE DIGITAL-PHYSICAL FUSION RIGHT
- 10. INTEGRATE FRONTOFFICE WITH YOUR ENTERPRISE. INFRASTRUC-TURE IS DRIVING THE CUSTOMER EXPERIENCE.
- 11. ERP AT THE CORE OF CUSTOMER EXPERIENCE Customer Engagement & Commerce Human Resources Procurement Finance Front Office Back Office
- 12. PERCEPTION BE RELEVANT. IS HIGHLY SELECTIVE.
- 13. ENGAGEMENT PROFILE IMPLICIT EXPLICIT RELEVANCE NORMALIZATION LISTENING BROWSE CLICK OPEN CLOSE IGNORE WALK-BY HOVER BUY REGISTER SUBSCRIBE RETURN COMPLETE SEND SHARE TRIGGERS TO EVENTS FROM
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- So what is Customer Engagement and Commerce. Well from an SAP perspective we frame it thus… [READ DESCRIPTION] Simple, right? And now I am going to explain WHY it is important, the FACTORS that make it an issue, and HOW SAP/hybris with CEC is uniquely placed to address this new world.
- Past: 1 customer = 1 channel Past: 1 customer = 1 device Now many channels, many devices
- So what is Customer Engagement and Commerce. Well from an SAP perspective we frame it thus… [READ DESCRIPTION] Simple, right? And now I am going to explain WHY it is important, the FACTORS that make it an issue, and HOW SAP/hybris with CEC is uniquely placed to address this new world.
- The ones that sync all the channels best will prevail
- So what is Customer Engagement and Commerce. Well from an SAP perspective we frame it thus… [READ DESCRIPTION] Simple, right? And now I am going to explain WHY it is important, the FACTORS that make it an issue, and HOW SAP/hybris with CEC is uniquely placed to address this new world.
- That’s why we say - Welcome to the age of Customer Engagement. Old CRM recipes no longer work. The traditional focus of CRM (Sales Force Automation being the classic niche play) is no longer enough to satisfy the demands of a customer-driven market. The fundamental shift is in understanding that ‘Inside-Out’ driven behaviour may make your business more efficient, even more effective in the front-office, BUT the real game is in focusing on the overall customer experience and architecting solutions from the ‘outside-in’ mapping the enterprise world to the customer buying journey. And that’s where SAPs 5 category strategy (Marketing, Sales, Service, Social, and Commerce) for the Line of Business Customer come in. Only SAP can help our customers engage their customers like never before, focus on the overall customer experience, and change the game in their markets.
- So what is Customer Engagement and Commerce. Well from an SAP perspective we frame it thus… [READ DESCRIPTION] Simple, right? And now I am going to explain WHY it is important, the FACTORS that make it an issue, and HOW SAP/hybris with CEC is uniquely placed to address this new world.
- Intimate customer knowledge is the core of a superior customer experience. Static (explicit) data is only half of the equation as the relevance is driven by the dynamic (implicit) data. Capture data through all the channels, cleanse and enrich in CEC platform and then use it to deliver relevant content into the channels Capture and deliver real-time and context specific will assure relevance
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- But consumer and business environment have changed