Winning with An Awesome Customer Experience in the Digital Economy by Girard Moussa SAP Egypt
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This presentation explores the experience economy, the disconnection between CEOs and Customer on the quality of their experience and solutions to bridge this gap!
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Winning with An Awesome Customer Experience in the Digital Economy by Girard Moussa SAP Egypt
- 1. Girard Moussa CX Director, ME South Experience Economy The Revolution is Here
- 2. 2INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Rosetta Consulting via Marketing Land: https://marketingland.com/making-mistake-focusing-new-customers-223791 Customers who are highly engaged with a brand INTERNAL Make 90% more frequent purchases And spend 60% more for each transaction
- 3. 3INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Rosetta Consulting via Marketing Land: https://marketingland.com/making-mistake-focusing-new-customers-223791 Increasing retention rates by 5% Can increase profits by up to 95% © 2019 SAP SE or an SAP affiliate company. All rights reserved.
- 4. 4INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ CX LEADERS outperform the market and CX laggards 3x 11-Year Shareholder Returns S&P 500 138% CX LEADERS 183% CX LAGGARDS 63% Forrester Research’s CX Index from 2007-2015, and Temkin Group’s Experience Ratings from 2016-2018. https://www.watermarkconsult.net/blog/2019/01/14/customer-experience-roi-study/
- 5. 5INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 80% of CEOs believe they are delivering a superior experience… of customers agree 8% Bain & Company via Craig McVoy, CCXP: https://medium.com/@CMcVoy/80-of-ceos-believe-they-deliver-superior-customer-experience-661efabd16b0
- 6. 6INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Commerce Experience Gap Merchandising needs to leverage the real time context of the shopper, even if they’re using someone's machine, or on a different mission. Commerce needs reinventing on mobile with simple, intuitive browsing and one tap buy eliminating the need for data entry at checkout. When a product doesn't fit, merchants need to measure the experience in order to ensure customer satisfaction. Products with high return rates need to be fixed. Front office systems need to be connected to provide seamless journeys across channels. Why doesn’t it understand that I’m shopping for a gift, not for me? This product doesn’t fit. I need to return it. I’ve given up trying to checkout on mobile Why doesn’t the call center know what I was doing on the website?
- 7. 7INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ In the experience economy customers expect more Gather experience data at every meaningful touchpoint across any channel Turn every customer interaction into meaningful insights Activate the entire organization to optimize the customer experience Deliver for meListen to me Understand me
- 8. 8INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ How SAP helps deliver a connected commerce experience
- 9. 9INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Your commerce platform for innovation and digital transformation Intelligent Perfect Fit Commerce that fits your business, perfectly. Agility built-in. Artificial Intelligence built-in to drive sales and profits. Personal Quality, contextually relevant experiences unique to each customer.
- 10. 10INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Single modular platform Built-in agility Built-in AI A Perfect Fit for any organization Commerce platform that includes all components needed for personal commerce for B2C, B2B, or B2B2C, industries and marketplaces. Deploy in days, and extend at speed with microservices. Embed into devices, things and content with ease to create personal shoppable moments. Built-in Stream Artificial Intelligence automatically learns how to optimize inventory and demand to maximize profit. Tailored specifically to each organization to connect demand with supply, eliminate cross silo friction, and deliver simple and intuitive customer journeys. Connect X+O for quality journeys Take customer feedback and operational data to optimize personal buying experiences that work across siloes and systems. Next generation commerce: personal, intelligent, & a perfect fit
- 11. 11INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Sources: (1) Gartner Market Share Navigator – Digital Commerce 2017 Market Share / IDC Software Tracker – Software Market Share Digital Commerce 2018H2 ; (2) Gartner Magic Quadrant for Digital Commerce – 2013 to 2019 (3) The Forrester Wave: B2B Commerce Suites and B2C Commerce Suites, Q3 2018 “#1 in Global Commerce Market Share”(1) 2500+ customers transacting 500B+ USD GMV on the platform across 20+ Industries and 100+ Countries Leader in Gartner’s Digital Commerce Magic Quadrant for 6 years in a row (2) Only vendor to be named a Leader in both Forrester’s B2B and B2C Commerce Suite waves (3) Best-in-class average go live time of SAP Commerce Cloud of < 5 month! Fastest deployment in as little as 14 days!
- 12. 12INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Retail Brands Consumer Telecom Utilities High-Tech Manufacturing Distribution Unrivalled SAP Commerce Experience in your Industry
- 13. 13INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Our Customer Stories
- 14. 14INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Lorenz Gan, CIO, New Era Cap Company, Inc New Era Cap Key Results Support both B2B and B2C on a single platform Great customer experience Better performance and scalability Live in 5 months Our goal was to have a global B2B and global B2C platform and integration to our SAP system was important to us … SAP Commerce Cloud was a natural fit. ‘‘ ‘‘ Retail
- 15. 15INTERNAL© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Maui Jim – a tailored fit + fast mobile experiences Branded Manufacturing Watch the video Ann Nelson, Director, Commerce Technology, Maul Jim Sunglasses, Inc Key Results Support both B2B and B2C on a single platform Agile: Live with Upscale Commerce pop-up store in 2 days Rich mobile and instore customer experience We use SAP Commerce Cloud for our core commerce site. Upscale gives us fast and flexible commerce and the ability to get new experiences into the hands of customers within a couple of weeks. ‘‘ ‘‘
- 16. Thank you.
Editor's Notes
- I would like to walk you through the new _________ pitch deck. The goal is to talk about the value we deliver to customers. We’ve been working with our Qualtrics colleagues to develop a compelling message to use with customers and prospects that differentiates us in the market. To ensure this pitch deck is most effective, please tailor the presentation to your customer’s priorities. Let’s get started…” Also, will you weave in ‘only SAP + Qualtrics makes it possible to…’ or ‘only CX + XM makes it possible to…’ statements. IAEs need the ‘only SAP’ differentiated messaging to open the door for CX AEs. We’re in the experience economy, and the opportunity for revolution is here. The experience economy has changed business. To be competitive, business must deliver and manage experiences. Great products and services are no longer enough to keep loyal customers. Best run businesses know that experience matters, to their customers, and to the bottom line. To be lead in the experience economy, businesses need to continuously collect and listen the beliefs, sentiments, and intentions of customers and employees. With the immediacy provided by the internet, smartphones, and social media, it’s never been easier for customers and employees to evaluate which companies provide the stand-out experiences, and which don’t. And switching costs are at an all time low. Yet people are loyal …. to great experiences.
- We know that customers who are highly engaged with a brand make 90% more frequent purchases and spend 60% more for each transaction And increasing retention rates by 5% can increase profits by up to 95% When you have consistent, trusted experiences across all touchpoints, you create lifelong loyalty. Customer Experience leaders know this and are continuously transforming their business to understand employee and customer behavior in order to create engaging experiences.
- We know that customers who are highly engaged with a brand make 90% more frequent purchases and spend 60% more for each transaction And increasing retention rates by 5% can increase profits by up to 95% When you have consistent, trusted experiences across all touchpoints, you create lifelong loyalty. Customer Experience leaders know this and are continuously transforming their business to understand employee and customer behavior in order to create engaging experiences.
- The results of this engagement speak for themselves - Customer Experience Leaders have consistently out performed the market. They know how to meet customer expectations and deliver value for their business. The problem is, although 80% of CEOs believe their companies offer that kind of experience, only 8% of their customers agree. That’s quite the gap. We call it the experience gap. CLICK ///SOURCES/// 80% CEO Source: Bain & Company via Craig McVoy, CCXP: https://medium.com/@CMcVoy/80-of-ceos-believe-they-deliver-superior-customer-experience-661efabd16b0 Outperform Source: : Forrester Research’s CX Index from 2007-2015, and Temkin Group’s Experience Ratings from 2016-2018). Watermark-Consulting-2019-Customer-Experience-ROI-Study.pdf
- The results of this engagement speak for themselves - Customer Experience Leaders have consistently out performed the market. They know how to meet customer expectations and deliver value for their business. The problem is, although 80% of CEOs believe their companies offer that kind of experience, only 8% of their customers agree. That’s quite the gap. We call it the experience gap. CLICK ///SOURCES/// 80% CEO Source: Bain & Company via Craig McVoy, CCXP: https://medium.com/@CMcVoy/80-of-ceos-believe-they-deliver-superior-customer-experience-661efabd16b0 Outperform Source: : Forrester Research’s CX Index from 2007-2015, and Temkin Group’s Experience Ratings from 2016-2018). Watermark-Consulting-2019-Customer-Experience-ROI-Study.pdf
- The SAP Commerce portfolio addresses these in differently: I’ve given up trying to checkout on mobile SAP is mobile first, with simple, intuitive browsing and checkout, including one tap buy eliminating the need for data entry. With Commerce Cloud Spartacus enterprises can build customized Progressive Web App storefronts (aka PWA’s), which give the customer an app like experience in a browser. With Upscale enterprises can deploy a beautiful out of the box native app and progressive web app in just a few days. Upscale is designed specifically for B2C and D2C and can use deployed standalone, or often as an extension of other commerce platforms, including SAP Commerce Cloud. Combining an app-like experience (tapping, pinching swiping), with mobile first design and one tap pay can double conversion rates on mobile devices. One tap pay (Apple Pay and Google Pay) are built into the phone’s operating system, and store payment shipping and billing details, eliminating the need to enter data at all. Two thirds of consumers that have used one tap pay prefer to use it over other payment methods when all are available because of its speed. (SAP Data). Using an Upscale store, a customer with Apple Pay set up for example can go from pressing the buy button to confirmation page in only 12.5 seconds. Tap. Tap. Buy. Customers love this level of speed and simplicity. Why doesn’t it understand that I’m shopping for a gift, not for me? SAP understands the real time context of the shopper, even if they’re using someone's machine, or on a different mission. SAP uses Stream-AI (ie AI built on streaming data) which uses real time data feeds to understand the context of each individual shopper in real time. SAP leverages history and experience data if its available, but prioritizes the ‘in the moment’ shopping journey. This dramatically transforms the shopping experience to make it contextually relevant at that moment in time. So in the example of shopping for a gift for her new born niece, within a click the journey starts to focus on displaying products relevant to her current shopping mission. In Commerce Cloud this is delivered through Context Driven Services. In Upscale it is built into the core of the product where a dynamic AI store is built for each individual shopper in real time – this is called the Mobigram, (after the ‘planogram’ used by retailers to plan how to maximize use of limited real estate in order to maximize sales and profits). Why doesn’t the call center know what I was doing on the website? SAP is an integrated suite that connects front office and back office to provide seamless journeys across channels. In the front office this suite is called C/4 Hana which is an integrated cloud suite spanning Commerce Marketing, Sales, Service and Customer Data. Leveraging consistent customer data across channels via Customer Data Cloud enables customers to move seamlessly across channels. In the specific example ‘Why doesn’t the call center know what I was doing on the website?’ browsing data can be passed automatically to the call center so that there is no need for ‘reshopping’ and the journey can be seamless. This provides a dramatically better customer experience. This product doesn’t fit. I need to return it SAP X & O data identifies both products with problematic return rates and customers that have poor experiences. Unhappy customers can be contacted automatically to ensure that detractors are soothed, while product descriptions can be altered, product display order changed and reorders suspended, in order to fix the problem at source. See the next slide
- How can we solve the commerce experience gap? Listen Only by listening to customers will a merchant know whether customers shopping journeys are frictionless, or painful, and where the gaps lie. To achieve this, merchants should measure the quality of experience for every customer using feedback loops that engage and intercept customer across digital channelss. The biggest opportunities for immediate improvement in CX in commerce are: product fit, deliveries and returns. Product Fit: Does the product meet expectations in its ability to solve a customer need? In clothing this includes fit and flatter; in industrial goods this includes technical specifications and compatibility. Deliveries: Customers value simplicity and convenience over all – and delivery performance is critical to customers satisfaction and the repeat purchase rate. The item needs to arrive when promised (ideally as quickly as possible), undamaged and as advertised on the website or mobile app. Returns: Measuring reasons for returns at the customer, supplier and product level is especially important where returns are high. In B2C returns in clothing often exceed 30% representing massive drain on profitability. According to research firm Statista, in 2017 total U.S. return deliveries cost merchants (online and brick-and-mortar) $381 billion and the total is expected to reach $550 billion by 2020. Understand Understanding the problem is critical in being able to act upon it. Powerful data analytics provided by Qualtrics and SAP offer companies the ability to focus on prioritizing which experience gaps to address first: fix experiences that have the greatest impact on customer satisfaction, and then move onto rolling out best practices out across all Commerce channels. For example: for Product fit: Is the product description up to date? If not and many customers are upset, it’s an easy fix to update the description and stats to match. Delivery: Did the item arrive on the day/time as promised? Did it arrived intact? Was the correct item delivered and / or did the customer have to return the item? Which delivery partner was used? Was there an address problem? Returns: Are some products experiencing high return rates? Has it always been this way, or has there been a change? How easy was the return process? How satisfied are individual customers with their overall shopping experience? Act Once you have compiled the customer experience data and understand the underlying root causes for each experience gap, it is time to take action. Based on importance of each gap to the customer identified in your data analysis, you can prioritize and deploy resources and team to address each. Address the most important satisfaction drivers first, and then progress to the more complex experience gaps. With all the right data in your hands, you have the opportunity to systematically close experience gaps until you are left with best practices, which should in turn be rolled out and expanded across all departments. Acting on the combination of experience data and operational data is where the magic happens. Some actions will require deeper investigation (for example delivery expectation not being met) and then process changes, while others can drive automated corrective actions. For example experience data might show that a particular product may have incorrect sizing in the product description. By embedding and building workflows that automate action, the product manager can be alerted (in say JIRA) to update the product description. In the case of a net promoter score being very low, this data can be automatically leveraged to reduce the prominence that the product is promoted on site. Products with high NPS can automatically get higher prominence. Closed loop ticketing can be implemented to ensure follow up with individual customers with low net promoter scores (aka detractors).
- Let’s how we talk about how we bring this all together.
- The Unique Selling Propositions for SAP Commerce Cloud KEY MESSAGE - These are the “winning” and must-have attributes of a modern commerce cloud platform: (1) Single modular platform, (2) built-in agility, (3) built in AI, (4) Experience Management, (5) A perfect fit
- Disruptive Commerce – “We’ve reinvented Commerce. Again.” Agile: deploy an out-of-the-box store in days, using just what you need, and extend at speed with a microservices architecture Cloud native: open, flexible, connected, headless & API first, modular microservices Intelligent: disruptive reinvention of commerce with AI native, self-optimizing stores
- Details here: https://hybris.com/en/downloads/case-study/entering-new-era-ecommerce-sap-hybris-cloud/0015 KEY MESSAGE Success story of a manufacturer/retailer that went live in 5 months, supporting both B2C and B2B scenario. The story also highlights the important of integrations to SAP. TALK TRACK Here is another great customer case study. New Era was looking for a commerce platform enable them to go digital and engage with their customers. They have want to sell directly to consumers as well as selling through other athletic and lifestyle retailers. And understanding that great customer experience can only come from a well integrated process, they found that SAP Commerce Cloud was a natural fit. They went live in 5 months with a robust commerce system that support both their B2C and B2B business as well as integrated to their SAP system. They also found that performance and scalability was also better than their old systems.
- Details here: https://hybris.com/en/downloads/case-study/entering-new-era-ecommerce-sap-hybris-cloud/0015 KEY MESSAGE Success story of a manufacturer/retailer that went live in 5 months, supporting both B2C and B2B scenario. The story also highlights the important of integrations to SAP. TALK TRACK Here is another great customer case study. New Era was looking for a commerce platform enable them to go digital and engage with their customers. They have want to sell directly to consumers as well as selling through other athletic and lifestyle retailers. And understanding that great customer experience can only come from a well integrated process, they found that SAP Commerce Cloud was a natural fit. They went live in 5 months with a robust commerce system that support both their B2C and B2B business as well as integrated to their SAP system. They also found that performance and scalability was also better than their old systems. Quick launch in the cloud – only 5 months to realize expansion of product offering into B2C in North America, enabled by SAP Commerce Cloud. Why SAP Commerce Cloud? A natural fit for a cloud-first company such as New Era Robust targeting and personalization capabilities One single platform to manage B2C and B2B sales channels Ability to customize for certain business requirements while SAP Cloud Services manage infrastructure (and technology stack).