How do you deliver a truly differentiated customer experience (CX) that moves the needle? With the CX journey as the new battleground, your success depends on the quality of the experience that your organization is able to deliver. Join us as we explore this topic and share some insights from a recent study by Forrester Research Inc. about the secrets to improving digital customer experiences. For more, please visit SAP Hybris at: https://hybris.com/en/products

1. PUBLIC
Amish Shah, SAP Hybris Commerce
October18,2017
Unlock the Secrets to Improving
Customer Experience

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All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differmaterially from
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Disclaimer

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Great customer experience
can wait.….
Myth

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Reality
89%
Customers retained by
companies with strong
customer experience
(Aberdeen)
64%
Customers found customer
experience to be more
important than price
(Gartner)
4%-8%
Revenue growth at
companies with excellent
customer experience
(Bain & Company)

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What is customer experience (CX)?
Steve Jobs
You’ve got to start with the customer
experience and work back toward the
technology, not the other way around.
Gartner
The practice of designing and reacting
to customer interactions to meet or
exceed customer expectations and, thus,
increase customer satisfaction, loyalty and
advocacy.

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Hierarchy of customer experience expectations
Foundational
Esoteric
Holistic
Transcendent
Consistent user experience
across ALL touch points
Personalized user experience across
ALL touch points
Fully contextual end-to-end customer journey
ACROSS ALL interactions with a business
Envisage, prime, and engage for ALL
expectant interactions with a customer
Competitive
Leader
Visionary

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This is a continuous loop
Foundational
Esoteric
Transcendent
Holistic

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“15 years ago, the average
consumer typically used two
touch points when buying an item
and only 7% regularly used more
than four. Today consumers use
an average of almost six touch
points, with 50% regularly using
more than four.”
Marketing Week
Consistent CX across digital touch points
Touch points are everywhere
Foundational

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Consistent CX Across Digital touch points
Foundational

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Consistent CX Across Digital touch points
Foundational
Customers expect to
interact across multiple
channels seamlessly
Seamless
Decoupled/Headless
touchpoints are
coming
Agile
More Connections,
More Opportunities
Connections

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Individualized personalization
Esoteric
Customers are willing to share data
for personalized expereiences
“Brands that create personalized customer
experiences see revenue increase by 6 to
10%, and 2 to 3 times faster”
BCG
“77% of consumers have chosen,
recommended, or paid more for a brand
that provides a personalized service or
experience”
Forrester

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Individualized personalization
Esoteric
PERSONALIZATION HAS GRADUATED TO PROVIDING
INDIVIDUALIZED AND CONTEXTUAL EXPERIENCES
… but not too personal.
Transparency, trust, and
consent is the key
Personal
Use the data at an individual
level and make the
experience emotionally
memorable
Meaningful
Customers desire a
relevant experience
that makes shopping
quicker and easier
Relevant

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Individualized personalization
Optimization
Measure, learn, improve
Content
Streamlined and intuitive
management of content
Merchandising
Auto-optimized product mix based
on business goals and context
Exceptional
customer
experience
Relevant
engagement to
drive loyalty
Personalization
Tailored to match customers
and their intent
Content
Products
Customer
profile
Esoteric

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“[Digital transformation] should be as architecturally
flexible as possible – incorporating reusable
components and services or deploying the same
functionality across multiple channels – while taking
care not to jeopardize the performance of existing
systems.”
McKinsey & Company
Digitizing customer journeys and processes: Stories fromthe front lines; May 2017
End-to-end customer journey
Holistic

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Rocket Mortgage can approve loan applications in less than 10 minutes!
Holistic
USD 7 Billion were closed
through Rocket Mortgage,
in the first year, making it
to the top 30 list of all U.S.
mortgage companies

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End-to-end customer journey
Holistic
Its all about the Customer Journey, not individual touchpoints. Cross Organizational
singular focus - Customer Experience.
Alter the company DNA
and build a customer-
centric internal culture
DNA
Squeeze out the time, effort,
complexity, make interacting,
convenient, and fun (gamify)
EASY
The customer is
everywhere, and are
influenced
Awareness

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Intelligent, proactive, and intuitive customer experiences
Gartner forecasts that there will be 8.4 billion connected things in use worldwide in 2017, up 31% from 2016.
This will more than double by 2020, to 20.4 billion connected devices.
68% of participants surveyed
perceived their IoT-enabled CX
initiative as improving their
brand equity and having a
positive impact on the
development of new disruptive
business models.
Frost & Sullivan
IOT Enabled Customer Experience; 2016
Transcendent

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Stitch Fix a leader in the Box Subscription Model
Transcendent
USD 730 Million in sales in
2016, just 5 years after
launch. Provides uber
personalization based on
AI and sophisticated ML,
and building a machine
vision system

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Intelligent, proactive, and intuitive customer experiences
Transcendent
Always factor in the “EQ”Don’t just predict, but
provide guided sales
decisions points
Reorder, replacement for
identified failures, auto
diagnosis. Coordinate effort
across organization
Prescriptive EmotionalPrescient
Combine Geo-Location, IOT sensors, Personal profile data overlaid with sophisticated
AI/ML running predictive, prescriptive engines will be the next frontier to deliver a
personalized, exciting, magical experience to every customer.

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§ Delivering exceptional customer experiences is a continuous
effort with a constant feedback loop and optimization plans
§ Consistent CX needs to be enabled on all touch points (and be
ready for new ones) across all engagement(applications)
§ Understand the customer (insights, predictive analytics), and use
the personalized data with transparency and without infringing
on data privacy
§ Invest in business transformation across all engagement points
§ Use machine learning and artificial intelligence for meaningful
actionable insights and for “convenient intuitive automation”
Key takeaways

21. Thank you.
Contact information:
Amish Shah or Till Kimmelmann
Solution Management
amish.shah@sap.com
till.kimmelmann@sap.com