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1. Simplify your Customer Engagement in an
Omni-Channel World
Gary Jones – Global Solutions Management
hybris Software, A SAP Company
February 4th, 2015

2. © 2014 SAP AG. All rights reserved. 2
Agenda
A. The OmniChannel Mandate
B. Your Customer’s Journey of Engagement
C. Simplifing Complexities & Enriching the Experience
D. The Opportunities & Benefits
E. Q&A

3. © 2014 SAP AG. All rights reserved. 3
WHAT IS THE OMNI CHANNEL MANADATE?
IT IS CUSTOMER ENGAGEMENT AND COMMERCE.
REAL-TIME CUSTOMER INSIGHT, END-TO-END BUSINESS PROCESS EXECUTION, AND
HARMONIZED DIGITAL AND PHYSICAL EXPERIENCES THAT………
ENABLE COMPANIES TO DELIVER CONTEXTUAL, CONSISTENT, AND RELEVANT
EXPERIENCES REGARDLESS OF CHANNEL OR DEVICE THROUGHOUT THEIR CUSTOMER
JOURNEY, IN REAL-TIME.

4. WHY DOES IT MATTER?

5. BECAUSE THINGS HAVE CHANGED
CUSTOMERS ARE IN CONTROL OF THE
RELATIONSHIP
THE TRADITIONAL RULES OF MARKETING, SALES,
AND SERVICE ARE CHANGING
THE CUSTOMER JOURNEY IS OMNI-CHANNEL
& COMPLEX

6. I am socially networked.
I am better informed.
I am an individual.
I am digitally connected.

7. REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
TRACK
ORDER
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
RECEIVE
OFFER
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
RESTART
SERVICE
SHOP &
BUY
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
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
EMAIL
SUPPORT
PORTAL
?
SUPPORT
PORTAL
?
BRANDED
COMMUNITY
?
AWARENESS
INTEREST
CONSIDERATION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DECISION
USE
I choose my own adventure.

8. © 2014 SAP AG. All rights reserved. 8
OMNICHANNEL
IS BUSINESS.
8

9. © 2014 SAP AG. All rights reserved. 9
ACROSS VERTICALS, ACROSS THE
GLOBE, OMNICHANNEL CUSTOMER
ENGAGEMENT AND COMMERCE IS
A FUNDAMENTAL TENANT OF HOW YOU
MUST CONDUCT BUSINESS TODAY.

10. © 2014 SAP AG. All rights reserved. 10

11. LEGACY APPLICATIONS, INTEGRATION
CHALLENGES, ORGANIZATIONAL
CONFLICTS AND DATA SILOS MAKE
THIS IMPOSSIBLE TODAY.
CRM. WEB CMS. MOBILE.
MARKETING. OMS. STORES. CONTACT
CENTERS.
MARKETING/IT/eCommerce. ETC.
11

12. So how do you respond
and
makes things simple?

13. © 2014 SAP AG. All rights reserved. 13
SIMPLIFY Complexities
ENRICH the Experience
ORCHESTRATE the Demand Side
LEVERAGE Technology & Big Data
The OmniChannel Imperatives

14. Untangle Organizational Barriers
Simplify Complexities
43%
Consolidate our customer
data across channels
Source: RSR Research, June 2013
54%
Integrate inventory &
order management
across channels
34%
Gaining better insight into
cross-channel influences
on our business, in order
to built a stronger business
28% Improved integration tools
35%
Gaining better insight
into cross-channel
customer behavior,
in order to prioritize
opportunities
20%Replace eCommerce
system with modern
technology
35% Changing org structures
to be brand-, rather
than channel specific
30%Replace store systems
with modern technology
15% Implemention partners to
ease the IT personnel
burden

15. © 2014 SAP AG. All rights reserved. 15
Simplify Complexities
Today’s buyer is bombarded by 1000s of
daily marketing messages.
Brands that simplify customer decision
making are 86% more likely to be purchased.
Decision simplicity is the #1 reason why
consumers are likely to purchase your
product

16. From vague and uninspiring to concise
and compelling.
SOURCE: Conversion XL 2/16/12,
Simplify Complexities

17. Simplify Complexities
Standing out from the clutter with clean
messaging – offline and on-line.

18. DYNAMIC SUGGESTIONS
+ RICH CONTENT IN
SEARCH BOX
RESULTS PAGE =
PRODUCTS + CONTENT

19. 19© 2014 SAP SE or an SAP affiliate company. All rights reserved.
GUIDED
SELLING

20. 20© 2014 SAP SE or an SAP affiliate company. All rights reserved.
PRODUCT
VIDEOS
ADD FREE
SAMPLES
RELEVANT OFFERS
THROUGHOUT

21. 21© 2014 SAP SE or an SAP affiliate company. All rights reserved.
MERCHANDIZE A
WHOLE LOOK
PRODUCT RECOMMENDATIONS TO
COMPLETE THE LOOK

22. 22© 2014 SAP SE or an SAP affiliate company. All rights reserved.
CONSISTENT BRAND
EXPERIENCE
APPROPRIATE
USER EXPERIENCE

23. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 23Internal
iPad App
Search &
Navigation
Merchandising

24. © 2014 SAP AG. All rights reserved. 24
CONTEXT MAKES
THE DIFFERENCE.

25. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 25Internal
Gather More Data Insights
Deliver Advanced Personalization

26. PROFILE
IMPLICIT
EXPLICIT
RELEVANCE
NORMALIZATION
ENGAGEMENT
LISTENING
BROWSE
CLICK
OPEN
CLOSE
IGNORE
WALK-BY
HOVER
BUY
REGISTER
SUBSCRIBE
RETURN
COMPLETE
SEND
SHARE
EVENTS FROM
TRIGGERS TO

27. © 2014 SAP AG. All rights reserved. 27
TODAY, THE ABILITY TO USE DATA TO
DRIVE OMNICHANNEL AND DIGITAL
INTERACTION IS CORE TO OPTIMIZING
CUSTOMER EXPERIENCE AND
BUSINESS RESULTS.

28. © 2014 SAP AG. All rights reserved. 28
WHAT THEY
HAVE DONE
WHAT THEY
MAY DO
WHAT THEY
ARE DOING NOW
REAL-TIME
CONTEXT PRESENTATION OF
RELEVANT CONTENT
ACROSS TOUCHPOINTS
[ SITES, APPS, ADS, EMAIL ]
THE
CUSTOMER

29. © 2014 SAP AG. All rights reserved. 29
A STRATEGIC SHIFT HAPPENING WITHIN THE ENTERPRISE.
OMNICHANNEL & DIGITAL ARE A KEY FOCUS OF ENTERPRISE INVESTMENT PRIORITIES:
A Call Center solution 27%
Integration to social network tools and sites 28%
A more modern POS platform 41%
A more modern eCommerce platform 43%
A mobile commerce platform Center solution 51%
Enterprise-wide marketing/promotions platform 51%
Enterprise content management 58%
Distributed order management 59%
Enterprise-wide customer insights 65%
A single customer interaction
platform across channels 66%
Enterprise cross-channel analytics 68%
Enterprise-wide
inventory visibility 84%
Enterprise-wide
customer visibility 73%

30. © 2014 SAP AG. All rights reserved. 30
Customer Engagement and Commerce – Solution &
Platform View
API
web
contact
center
digital
goods
socialmobile print
In store/
branch IoTmarketplace
sms/
notifications
Search
kw/ads email
@
digital ads
agent
tools
Customer Data Management and Insights
HANA, Infrastructure, Integration
CEC Foundation – HANA/yaaS Cloud Platform
COMMERCE
 Omnichannel Commerce
 Shopping Carts, Orders, Wish
Lists
 Search and Merchandising
MARKETING
 Optimized Marketing
 Customer Engagement
Management
 Big Data Insights for
Marketing
SERVICE
 Customer Engagement Center
 Self Service
 Field Service
SALES
 Sales Force Automation
 Sales Performance
Management
 Quote and Order
Customer Experience Management (CxM) | Web Content Management (WCMS)
Subscription Billing
Customer Service
Order Management
Product Information and Content Pricing and Promotions
And more…

31. © 2014 SAP AG. All rights reserved. 31
SIMPLIFY Complexities
ENRICH the Experience
ORCHESTRATE the Demand Side
LEVERAGE Technology & Big Data
The OmniChannel Imperatives

32. The Opportunity: Business Benefits From The Leaders
+22%
- 46%
+9%CUSTOMER EXPERIENCE
LEADERS
OUT PERFORM THE LAGGARDS In
the last 5 years Customer experience
leaders stock value grew
22% compared to average
REVENUES FROM
CUSTOMER
EXPERIENCE LEADERS
Leaders report an higher sales
achievement (% of target) with
analytics readily available to
optimize customer interaction
x5.8 CUSTOMER SATISFACTION
COMPARED TO PEERS
More analytical companies increase
significantly customer satisfaction
index when consumer journey is
optimized
+15% LOYALTY INCREASE WHEN
ADVANCED ANALYTICS APPLIED
Higher consumer loyalty when
analytics are applied to optimize
consumer relationships
© 2014 SAP SE or an SAP affiliate company. All rights reserved. Source: McKinsey 2013 10

33. BEST IN CLASS PERFORMANCE1
20%
Increased
conversion rate
Increase in online
sales total
40% 21%
Average increased
cart size
Reduction in average
cost of customer
service call
50%

34. Thank You!
Contact information:
Gary Jones
Director, Global Solutions Management
hybris Software, A SAP Company
g.jones@SAP.com
+1 (904) 315-8474