SAP hybris shares its vision for Customer Engagement: To enable our customers to deliver consistent, contextual, and relevant experiences regardless of channel or device throughout the customer journey. Missed the CRM Insider 2015 Keynote? Find it all here, presented at SAP Insider 2015, by Volker Hildebrand and Jamie Anderson. For more, visit hybris.com/marketing

1. Re-defining CRM
It’s all about customer engagement.
Volker Hildebrand
Jamie Anderson

2. OLD RECIPES DON’T WORK ANYMORE

3. CUSTOMERS HAVE
CHANGED THE RULES
OF ENGAGEMENT…

4. CUSTOMERS ARE
CHANGING THE
RULES.
TECHNOLOGY
IS CHANGING
THE GAME.
WHY “RE-DEFINE” CRM?

5. MOBILE IS
FUNDAMENTALLY
CHANGING THE
WAY WE LIVE,
WORK AND
COMMUNICATE
Source : Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update 2014–2019 White Paper
Entire internet
traffic in 2000
Mobile internet
traffic today
64X
Projected mobile
internet traffic in 2016
Projected desktop
internet traffic in 2016
58%

6. This year 55% of sales people will access
sales applications exclusively through smart
phone and tablets
… and 60% of internet users will opt in
mobile customer service as a first option.
“ “

7. THE LINES
BETWEEN
PHYSICAL
AND DIGITAL
EXPERIENCES
ARE
BLURRING

8. Source: Google/Millward Brown Digital, “B2B Path to Purchase Study”, 2014
YOUR B2B
CUSTOMERS
ARE ALSO
CHANGING
64%
22%
13%
24% 25%
32%
Final Authority Heavy Influence Some Influence
C-Suite Non C-Suite
81% of non c-suite employees influence purchase decisions.

9. Source: Google/Millward Brown Digital, “B2B Path to Purchase Study”, 2014
48%
18 - 34
24%
35 - 44
18%
45 - 54
10%
55+
72% of influencers
are younger than 45
YOUR B2B
CUSTOMERS
ARE ALSO
CHANGING

10. Source : Gartner, 2014, “Digital Businesses Will Compete and Seek Opportunity in the Span of a Moment.”
Relevant and
Personalized
Seamless and
Effortless
Anywhere, Anytime,
on Any Device
EXPECTATIONS
ARE
INCREASING

11. “59% don’t want to interact
with a sales rep”Source : Forrester
57%
of the way towards making
a decision before reaching
out to a potential vendor.

12. THIS IS NO
LONGER
YOUR
CUSTOMER’S
JOURNEY.
Awareness
Interest
Desire
Actio
n

13. SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
DISCOVER
NEED
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
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
SHORT
LIST
AWARENESS
DISCOVERY
CONSIDERATION
ACTION
ACTION
ADVOCACY
ADVOCACY
CONSIDERATION
USE
INTEREST
USEYOUR CUSTOMER
CHOOSES THEIR
OWN JOURNEY.
WEB
PRINT
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
RETAIL
STORE
WEB
SHOP
REVIEWS
CONTACT
CENTER
WEB
SHOP
EMAIL
SOCIAL
RETAIL
STORE
WEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
EMAIL
SEARCH
KW/ADS
WEB
SHOP
WEB
TV
BRANDED
COMMUNITY
SUPPORT
PORTAL
SUPPORT
PORTAL
RETAIL
STORE
CONTACT
CENTER

14. THE NEW RULES
SALES MUST ENGAGE TO WIN
Over 1 million fewer B2B
sales reps will be
employed in 2020 as
compared to today.
Source: Forrester 2015
Have complete insight into
customer journey from start to end,
be better informed and engage at
the right point.
Access information and have
complete visibility form anywhere,
anytime on any device.
Influence and guide the customer
journey as a trusted advisor

15. THE NEW RULES
SERVICE IS THE NEW MARKETING (AND SALES)
of customers are
willing to spend
more with
companies who
provide
superior
customer service.
Consistent service experience
across channels – mobile first!
Communities, forums, self
service is becoming customers
first choice
Empower the service rep with
full insights and tools to solve
the problems in first contact
66%

16. THE NEW RULES
B2C BUYING EXPERIENCE IS THE STANDARD
Google like content search, easy
to use product catalog and
transparent pricing
Reliable product reviews and
rating based on a vibrant user
community
Personalized and relevant product
recommendation
Fully integrated with backend
systems for reliable fulfillment
49%of B2B buyers prefer making
work-related purchases on B2C
websites.
Source : Accenture 2014

17. Built for Desktop Mobile First
Multi Channel Omnichannel
Front Office Only Front & Back Office
Contextual and AdaptableCommoditized Processes
Predicting the Future in
Real-time
Reporting on the Past
Blending Physical & DigitalSeparating Physical & Digital
FROM CRM TO CEC – A PARADIGM SHIFT
Sales, Service, Marketing
“Automation”
Marketing + Sales + Commerce
+ Service

18. OUR VISION
ENABLE OUR CUSTOMERS TO DELIVER
CONSISTENT, CONTEXTUAL,
AND RELEVANT EXPERIENCES
REGARDLESS OF CHANNEL OR DEVICE
THROUGHOUT THE CUSTOMER
JOURNEY.

19. PROVIDE THE WORLD’S LEADING OMNICHANNEL
CUSTOMER ENGAGEMENT & COMMERCE
SUITE
UPON…
EVERY TOUCH POINT. EVERY CHANNEL. GLOBAL. FLEXIBLE.
A NEXT-GENERATION ENTERPRISE
SOFTWARE DEVELOPMENT PLATFORM.
CLOUD-READY. SCALABLE. HIGH PERFORMANCE. AGILE. DEVELOPER FOCUSED.
FOR HYBRIS, SAP AND AN EVOLVING ECOSYSTEM BEYOND.

20. SAP CUSTOMER ENGAGEMENT & COMMERCE
OMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM
digital
goods
emaildigital adsweb
In
store/bra
nch
contact
center
printmobile socialmarketplace
Search
kw/ads
agent
tools
IoT
sms/notificatns
@
MARKETING SERVICE SALES
MDM for Customer Engagement and Commerce
COMMERCE
Experience Management
Infrastructure, Platform, Integration
Industries
Real-time Analytics & Predictive
Private Cloud Public Cloud On-Premise

21. IT’S TIME TO ENGAGE CUSTOMERS
LIKE NEVER BEFORE
ServiceCommerce SalesMarketing
SAP CUSTOMER ENGAGEMENT SOLUTIONS

22. THANK YOU!