Intervento di Ivano Fossati - Director Business Development EMEA CoE SAP Hybris - nella breakout Drive Customers to your Brand | SEND15, secondo Open Summit di ContactLab

1. #SEND15
THE CUSTOMER JOURNEY - IN A DIGITAL WORLD
One customer. Many journeys. Infinite possibilities.
Ivano Fossati
Director Business Development – EMEA CoE
SAP - hybris

2. The Customer Journey - in a Digital World
One customer. Many journeys. Infinite possibilities.
Ivano Fossati
Director Business Development – EMEA CoE
SAP - hybris

3. 80% of CEOs believe their brand provides a superior customer experience.
8% of their customers agree.
(Bain & Company)
“Customer centricity
is a culture of putting the
customer at the center of
everything you do.”
Brian Solis

4. From the Industrial to the Digital Economy
INDUSTRIAL ECONOMY
1900
SCARCITY
ABUNDANCE
PRODUCTS

5. From the Industrial to the Digital Economy
CONSUMER ECONOMYINDUSTRIAL ECONOMY
1900 1950
SCARCITY
ABUNDANCE
PRODUCTS DESIRE

6. From the Industrial to the Digital Economy
DIGITAL ECONOMYCONSUMER ECONOMYINDUSTRIAL ECONOMY
1900 1950 2000
SCARCITY
ABUNDANCE
PRODUCTS DESIRE ENGAGEMENT

7. Customer Engagement and Commerce in the Digital Economy
Customers create their
journeys through contextual,
consistent experiences
regardless of channel.

8. Customer Engagement and Commerce in the Digital Economy
Customers create their
journeys through contextual,
consistent experiences
regardless of channel.
Data is the fuel to optimize
the customer experience in
real-time and create new
business value.

9. Customer Engagement and Commerce in the Digital Economy
Customers create their
journeys through contextual,
consistent experiences
regardless of channel.
Data is the fuel to optimize
the customer experience in
real-time and create new
business value.
Business value is monetized
over time through agile,
customer-centric business
models

10. of the buying process is
completed before a first
interaction with sales.
Source: Customer Executive Board
57%
of customers are willing to
pay more for a better
customer experience.
Source: AMEX Global Barometer
86%
What’s going on NOW
brand-related conversions
happen online every day.
Source: Keller Fay Group
2.4 BILLION

11. New reality to meet changing Consumer behavior

12. New reality to meet changing Consumer behavior

13. New reality to meet changing Consumer behavior

14. New reality to meet changing Consumer behavior

15. Top 3 organizational inhibitors to OMNICHANNEL Source: RSR Research
don’t have a single view of
customers across channels
54%
inventory & order management
are not integrated across
channels
42%
store systems are too difficult to
change and adapt to
cross-channel strategies
37%
Retailers need a single view of customers.
BUT more importantly, customers need a SINGLE view of the retailer.

16. Mobility first
Buy, fulfill, return
anywhere
Digitization of the
store – Internet of
Things
Geographical
expansion,
emerging markets
Differentiation;
brand content, social
engagement, and
Innovation
Business and
technological agility
New business
models
Personalized and
contextual experience
across all touchpoints
Faster everything
Single view of
customer, inventory,
and products
Top 10 for brands and retailers
What CMOs and CIOs know they need to achieve to compete and WIN

17. OMNICHANNEL CUSTOMER
ENGAGEMENT AND COMMERCE
IS STRATEGIC TO EVERY RETAIL
ORGANIZATION

19. 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
EACH CUSTOMER
SCRIPTS THEIR OWN JOURNEY

20. EVERY JOURNEY IS UNIQUE
Retailers must craft strategies to address expectations
at every point along their unique paths.

21. Points of engagement determine Customer experience
Consistent, positive
social sentiment
Reliable, accurate, and trustworthy
reviews by like-minded customers
Relevant, personalized offers
At the ready configured products,
offers, and promotions
Fast, easy, and relevant
information and support access
Fast, positive, tailored support experience
Relevant, personalized
search and content
Reach, engage, and serve customers with timely, tailored, and relevant products and offers
to enable a compelling and consistent experience across brands and channels.
High touch consultative engagement
REVIEWS
WEB
RETAIL
STORE
EMAIL
MOBILE
CONTACT
CENTER
SUPPORT
PORTAL
SOCIAL

22. Transforming isolated business process and interactions
DISPARATE AND SILOED UNIFIED AND COORDINATED

23. CUSTOMER ENGAGEMENT & COMMERCE
Web Mobile Store/ Branch Call Center Digital Goods Marketplace PrintSocial Search Sales/ Service Email
ACQUIRE
MONETISE
ADVOCACY - COMMUNITY
FULFILL
ENGAGE
SEAMLESS
customer
journey across
all channels
SINGLE VIEW
of the customer
INTEGRATED
across sales,
service, marketing
and commerce
EASY-TO-USE
business tools to
empower business
users

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

25.  Same look and feel for brand recognition
 Same Inventory and Pricing
 Same Delivery Options regardless the channel
 Returns accepted through all channels
 24/7 service
 Real-time contextual Marketing
 Loyalty programs
Omnichannel Best Practice

26. Omni-Commerce from a Customer point of view is to experience a continous, contextual, and frictionless
experience with a brand.
OMNICHANNEL from the customers’ point of view is to
experience a continuous, contextual, and frictionless
experience with the brands they choose to engage with.

27. THANK YOU
Feel free to connect with me at :
ivano.fossati@sap.com
@ifossati
www.linkedin.com/in/ivanofossati