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Engaging todays Omnichannel Customer - Dean Afzal
- 3. WE ARE! IPTV Web POS MobileCall Center Social Print @ Email
- 10. SO HOW DO WE ENGAGE?
- 11. UNDERSTAND YOUR CUSTOMER … USE DATA
- 13. ENABLE CONSISTENT EXPERIENCES ACROSS ALL CHANNELS
- 14. PERSONALIZE ENGAGEMENT … MAKE THEM FEEL SPECIAL
- 15. WHAT THEY HAVE DONE WHAT THEY MAY DO WHAT THEY ARE DOING NOW REAL-TIME INDIVIDUALIZATION PRESENTATION OF RELEVANT CONTENT ACROSS TOUCHPOINTS [ SITES, APPS, ADS, EMAIL ] THE CUSTOMER
- 16. CONTEXTUAL AND RELEVANT OFFERS … IN REAL TIME
- 17. Minal interest is leggings Noha interest is jackets Fatima looking for a fleece REAL TIME INTENT SIGNALS SHOW THAT: Minal free shipping offer is focused on leggings Noha is on jackets Fatima is on fleece Single template with dynamic content CONTEXTUAL TARGETING HOW IT WORKS MARY JANE SUE Get yours now, with Free shipping! Pouch Inc, 2345 Madison Avenue, New York. Unsubscribe BAGS FLEECE JACKETS ACCESSORIES Winter Ready? Free Shipping on %Category% Free shipping on %category% and more thru 11/28
- 18. 18 HOW IT WORKS …
- 19. ITS MORE THAN THE TACTICS & TECHNIQUES
- 20. INTERNAL MIND SET CHANGE top down driver | bottom up inclusion 1
- 21. EXTERNAL MIND SET CHANGE regional requirements| MVP | be bold
- 24. 24 CREATE A SEAMLESS EXPERIENCE CONNECT THE ONLINE WITH THE OFFLINE AND OPTIMIZE THE IN- STORE EXPERIENCE MISSION … A B
- 25. 25 COMPLEX & OFFLINE ERP NO API’s CHALLENGES A B
- 28. 28 % OF TOTAL RETURNS +40% RETURN VIA STORE …
- 29. 29 % OF TOTAL ORDER +20% PAY & COLLECT …
- 30. 30 EARN POINTS … % OF TOTAL ORDERS 36%
- 31. 31 SPEND POINTS … % OF TOTAL ORDERS 3%
- 32. 32 STORE FULFILLMENT … ANDROID APP
- 33. 33 WHY WE CARE …
- 34. CustomerEngagement - API’s - Master Data Platform Experience Mgmt. Order Mgmt. Omni-Channel Commerce Logic CRM Service Invoicing Billing CRM Sales Mkt. Execution Web Analytics Relevance Engine Campaign Mgmt. Event Engine Social Mkt. & Analytics Mkt. Data Mgmt. Media Optimization MARKETINGCOMMERCE & EXPERIENCE PLATFORM SALES & SERVICE SAP HANA CUSTOMER DATA MGMT. (single view of customer)PRODUCT & ORDER MGMT. (single view of both) ERP Forecasting SAP EWM Other CUSTOMER ENGAGEMENT & COMMERCE SOLUTION Web Mobile TV POS/ In-store Call Center Social PrintMarketplace Email @ Search
- 35. 360 ENGAGEMENT …
- 36. THANK YOU!
Hinweis der Redaktion
- Now I know that this is a complicated slide, but one of the things we’re doing to enable the closing of the gap is really attacking the problem of customer data. I’m sure all of you are living this already. You’ve got customer data all over the place. Maybe you have some CRM data, some transaction data, and some Web analytics data. You have data living with your e-mail service provider. You have a bunch of different marketing vendors that you’re working with that have customer data. The synthesis of that data is very difficult today. I don’t think anyone out there could really credibly claim that they’re doing this effectively. Part of the reason is because you don’t have solutions that support it. At SAP and hybris, solving this problem is a core investment theme for us. We’ve already got many of the assets required to deliver it. And the focus of the customer engagement commerce capabilities is in establishing customer data management – a single view of the customer. And I know that’s something we’ve talked about for so long. But the context for this problem has continued to be a moving target, and I think we’re now at the point where we can solve this. It’s both what I call explicit and implicit data. It’s the things that I tell you about as a customer based on the things that I explicitly do. I bought something. I registered for something. I subscribed for something. These are actions that I take that are overt. Of course, those are the kinds of things that we typically think about when we think about CRM, and that makes sense: We need to know those things. On the other side of this, there are all the things that we need to be listening for. We need to understand in order to intuit what you’re actually trying to get done, how we better serve you, and who you are as a person. That’s the implicit data – the things we need to be listening for. I know that there is a lot of talk in the media, industry, parliaments and legislatures about this issue of customer data in this context, which is why it has to be secure, why it has to comply with what the customer wants, such as the ability to opt-in and opt-out, the ability for us to use it in a constructive way to deliver a better customer experience. You, as the business, own that data. You’re not brokering it from 1,500 different service providers and you have no idea how they even procured that data. This is really critical for you in the next generation of a digitally-enabled, omnichannel customer engagement and commerce capability – having a clear, concise, well-managed set of customer data that really gives you the picture of who you are at any given point in time. We know this already: If you’re doing that well, if you’re helping me have a better experience if it’s contextual and you’re really listening to me, I, as the customer, am happy to participate. I’m going to have to trust you that you can respect who I am and utilize that data to deliver a better experience.
- hybris Marketing is fundamentally different, and will change the way that marketers engage with customers. In humans we use context intuitively – and we’ve built that into the hybris marketing platform as our key differentiator in the market. We take everything we know about the customer – what they’ve done, and more importantly what they are interested in right now, as well as predictions about what they may do – and use it to engage with the customer in a way that is personally relevant to each one. Individually.
- Internally: Exec buy in critical as omni channel engagement will require silos to be destroyed | adopting change requires top down support and bottom up design – critical for buy in
- Externally: this is a very important point for the region given people are still wary of buying online – put a stake in the ground and make some assumptions and act upon them – what will it take to get them comfortable engaging with you online – start with content – go to videos – add reviews – add commerce capability, cash on delivery, boris, etc. – let them check availability online
- Alternative solution overview.