opensap Design the Future of Your CRM Week 1 Unit 1

Transcription

1 opensap Design the Future of Your CRM Week 1 Unit 1 00:00:09 Hello and welcome to the opensap course "Design the Future of Your CRM". My name is Oliver Frick and I'm a product manager with SAP's Customer Engagement and Commerce solutions. 00:00:20 This is Unit 1 of Week 1, the first unit of the course, and we would like to use this unit to explain why we are doing this course 00:00:29 and to give you more information about the content and structure of this course. So let's begin. 00:00:37 This course is all about how you can get your current CRM system up to date, to satisfy the new requirements for customer experience. 00:00:46 Customer experience, that is the style how companies are interacting with their customers, has become a key differentiator for companies. In a recent study, Watermark Consulting showed that the overall business performance of a company, 00:01:02 reflected in the company's stock performance, directly relates to their level of customer experience. They clearly saw that companies who are leading in Forrester s Customer Experience Index 00:01:14 had a much better business performance than companies who are customer experience laggards. Now this clearly shows that a strong customer experience does have a positive impact on a company's overall performance, 00:01:28 and that poor customer experience is a real threat for the whole company. Now the challenge today is that it is harder to engage with customers than ever. 00:01:41 Online ads are mostly ignored I guess you know that from your own browsing behavior. And simply increasing the volume and sending out even more ads will not help to get more attention. 00:01:54 On the other hand, most of the buying process is already completed before customers have a first direct interaction with a salesperson. This clearly shows that traditional sales force automation just isn t enough. 00:02:09 Customers also have increased expectations of customer experience. If an experience is not up to their expectations, they simply stop dealing with that company and, for example, abandon shopping carts. 00:02:22 The reason for all this is well known: Customer behavior has totally changed over the last 20 years or so. Customers are now fully connected to all information, at all times, and anywhere they are. 00:02:36 They are well socially connected, get a lot of information from their network, and trust these recommendations. In addition, every customer creates their own journey when they engage with a company. 00:02:50 They go from need to fulfilment, from excitement to issues, from problems to resolutions. Every customer has their own customer engagement journey, and systems and processes need to react accordingly. 00:03:06 But this is not easy. Today, only some 12% of all companies can follow their customers when they switch between channels. 00:03:13 All others put additional burden on their customers, and basically provide a poor customer experience. These new and enhanced expectations to a good customer experience can only be satisfied by a paradigm shift to a future CRM. 00:03:30 This future CRM will need to have a few important capabilities: It needs to blend sales, service, marketing, and commerce.

2 00:03:39 It needs to serve different interaction channels consistently. It needs to be simple, with a mobile first mentality. 00:03:48 It needs to be able capture data and use this data to understand the customer context, and to deliver smart predictions. And finally, it needs to cover all the front-end processes as well as all the back-end processes. 00:04:04 Now if you look at your current CRM implementation, you should ask yourself: What does all of this change mean to my business? 00:04:12 Do we still engage with customers in the right Do I have good visibility into my customers and my business? 00:04:20 Or maybe can additional data and insight help to improve here? And how will my existing CRM solution help me with this transition to the future? 00:04:33 With this course Design the Future of Your CRM we want to help you find answers to these questions. Let s take a look at how we have structured the course. 00:04:44 In the first week, we will give you an overview about the new and enhanced Customer Engagement and Commerce portfolio offered by SAP and SAP Hybris. 00:04:54 SAP offers a wide and deep portfolio of Customer Engagement and Commerce solutions that help to provide a seamless customer journey across all channels, 00:05:05 a single view of the customer. Solutions that are integrated across sales, service, marketing, and commerce processes, 00:05:14 that are available in a version specific to your industry, and are flexible and easy to enhance. 00:05:23 In Week 1, we will discuss the main capabilities of the current SAP Customer Engagement and Commerce solutions, and how they can help you with a transformation to a future CRM. 00:05:35 This section will cover sales and service in the cloud, the new marketing solution SAP Hybris Marketing, 00:05:43 SAP Hybris Commerce, the next-generation solution for commerce, and finally SAP CRM 7, in a version powered by SAP HANA. 00:05:54 In Week 2, we will discuss why it makes sense to move from your current SAP CRM system into a future version, and what options for this transition are available. 00:06:07 One of the key reasons to transition is the fact that SAP s CRM solutions have significantly evolved over the last few years. This picture shows the evolution of the SAP CRM product as an example, and the same is true for all other solutions, 00:06:22 plus the new solutions that are available now. SAP CRM 7 has been out on the market for almost 8 years now, 00:06:32 and it is the only version of SAP CRM which is fully served in mainstream maintenance. This course is specifically addressing the SAP CRM customers that run a version before CRM 7. 00:06:47 All of these older versions are now in customer- specific maintenance, where SAP can no longer deliver new legal changes or new support packages. 00:06:57 Also technology updates are limited, and the SLAs for message processing are different. The new SAP solutions for Customer Engagement and Commerce not only offer enhanced functionality, 00:07:11 but also offer new deployment options with cloud deployment, classical on-premise deployment, or even a hybrid deployment where you run part of the solution in the cloud and parts of it on- premise. 00:07:25 We have structured the units of Week 2 along the different CRM scenarios which you might So we will have a closer look at sales, service, and marketing scenarios, as well as at commerce and interaction center scenarios. 00:07:42 Each unit will show possible transition paths from where you are today to the options we have presented in the first week of this course. In Week 3, the final week, we want to explain how to set up a transformation strategy to a future CRM, 2

3 00:08:00 and provide information on the different support programs and services that are available to help you in this transition project. SAP has more than 40 years of experience in helping customers to manage the complete lifecycle of their systems, 00:08:16 from early phases of preparation all the way to operation and optimization. This help includes knowledge and expert advice, best practices and assessments, dedicated support services, and much more. 00:08:33 We have structured the units of Week 3 along these phases of a transformation project, from "Plan" to "Build" to "Run". We will also provide a lot of information on available demo systems 00:08:44 so that you can get easy, direct, hands-on experience before you start a transition journey. Week 3 will be the final week of the course and concludes the course. 00:08:59 In this unit, we have talked about how customers are changing their behavior, changing the rules, and that CRM systems need to get up to speed, need to be redefined so that you can remain a customer experience leader. 00:09:12 So let s start to redefine your CRM. Thank you for your interest in this first unit of the course. 00:09:19 For the rest of the week, we will go deeper into the Customer Engagement and Commerce portfolio offered by SAP and SAP Hybris. We will start with the SAP Hybris Cloud for Customer solution in the next unit. 00:09:31 Thank you, see you then, bye bye. 3

4 Week 1 Unit 2 00:00:09 Hello, and welcome to Week 1 Unit 2 of our opensap course "Design the Future of Your CRM". My name is Tisha Bocian and I'm a senior director for SAP Hybris in the Global Accounts team. 00:00:25 In this unit, you'll get to know, or will get more familiar with, the SAP Hybris Cloud for Customer solution of SAP's Customer Engagement and Commerce solutions portfolio. 00:00:37 I will give you a brief overview of the capabilities of this solution, and I'll show you a short demonstration. 00:00:45 So let's begin. Today, expectations of a customer have gone way up because everyone has so many more choices than ever before. 00:00:56 Today's digital customers have so much more information about products and services. They expect companies to be better informed and to know what they want before they even ask for it. 00:01:09 Customers both in a B2B and B2C environment expect service agents to always be one step ahead. The agent should not only know who's on the line but anticipate the customer's needs. 00:01:24 And they expect companies to be agile, to allow an interaction to be started in one communication channel and completed in any other at any time of the day or night. 00:01:38 In order to support these expectations, we offer the SAP Hybris CEC portfolio, an omnichannel customer engagement portfolio which has comprehensive, industry-focused solutions 00:01:52 across sales, service, marketing, and commerce. These solutions have predictive analytics capabilities and are all powered by our HANA platform. 00:02:04 We offer a consistent end-to-end user experience across all channels and devices to help companies engage with their customers like never before. 00:02:14 I will be covering the whole portfolio in the next three sections. For the first presentation, I will focus on the SAP Hybris Cloud for Customer Sales and Service line of business. 00:02:32 Let's talk about sales. SAP delivers everything you need to equip a sales organization 00:02:38 to target, discover, guide, and win with customers today. We provide the right capabilities for each unique selling motion within an organization, 00:02:50 powering sellers with new tools that help them have a complete view of the customer, sell like the best, and engage to win. And we deliver as one modern integrated solution built on the SAP HANA Cloud Platform, for a holistic customer view. 00:03:09 It's fully mobile, online and offline, easy to use, and fast to deploy. There's a lot of functionality in the SAP Hybris Cloud for Sales solution. 00:03:22 As an overview, it offers a highly productive UI, groupware integration to supporting Microsoft Outlook, Google Gmail, and Lotus Notes, 00:03:35 which gives sales users an easy-to-use environment. Collaboration functionality that allows a salesperson to share content not only with an internal team, 00:03:46 but also with customers and partners to improve sales efficiency. Predictive analytics delivers real-time key performance indicator monitoring 00:03:57 with traffic light thresholds and contextual reports to improve business decisions, maximize revenue, and improve customer satisfaction. 00:04:08 And guided selling completely integrated with SAP ERP or SAP CRM for better insight into the customer, including pricing, inventory, order history, shipments, invoices, and full quoting capabilities both online and offline. 00:04:28 Now let's take a quick look at a demo. So I'm a sales executive and I've got a meeting with a customer later on today. 00:04:37 So I need to do some research, I need to understand what it is that the customer's all about. So the first thing I'm going to do is look at my appointment. 00:04:48 And I can see here that I've got an appointment coming up later today with ALPHA Center, for a large opportunity for Q3. 4

5 00:04:59 So this is my biggest opportunity, I want to make sure that I'm on top of it. So let's take a look at the account itself. 00:05:14 So in my account, I can see all kinds of information, where they're located. But primarily what I want to look at is the account 360 so I have a complete picture of what this account is all about. 00:05:29 I can see that... "Account Receivable" look. They're 90 days past due, but they've got some good credit there. 00:05:38 They've got some open tickets. Maybe I need to take a look at that. 00:05:42 So let's drill into the latest one there that looks like it's been handled today. So it's not been escalated, it looks like some service was done. 00:05:57 This product... I see they've got a warranty here. Let me take a look at that product in particular and see if they've got any other tickets that may have been involved. 00:06:08 I want to make sure that I understand what's going on with this account and not walk in and be told that there are outstanding tickets when I'm trying to close an opportunity. 00:06:19 So if I click on tickets, I see all of these. Wow there's quite a few out there. 00:06:25 Maybe I need to take a look at the latest one there, and maybe take a look at what kind of services have been provided. 00:06:41 Okay, they worked on it and there is a billing request in there. It hasn't been released to ERP, 00:06:48 but with the integration that we provide, this is just a matter of clicking a button and having that go directly to the SAP ERP to bill that customer, 00:06:59 which allows for a service technician to be able to be billing instantly versus waiting for me to get home and do it when I have time later on. So that's good, so let me go back to my account here and take a look at what kind of opportunities are out there. 00:07:27 So right now it looks like this is the only opportunity that I'm pursuing with this account. So let's take a look at that opportunity. 00:07:38 And let me look at a survey because I need to know what kind of questions I might need to ask for this particular opportunity. So I'm going to go and look at my surveys. 00:07:53 I can open this up and see what kind of questions I need to ask so that I'm prepared for that appointment. So let's say I went to the appointment, and now it's later on, 00:08:06 and I find that they were very positive even though they've got the service issues, but they're okay, and they're really interested and they want a quote. 00:08:16 So the next thing I want to do is basically create a quote for them. So I go into my sales documents, create New, 00:08:26 it brings in all of the information that I need, it's got the payment terms for this account, it's got the pricing already included. All I need to do is add an item. 00:08:38 So it's the green... not sure what it's called... Oh, here it is, it's the Green Emission Calculator that I'm looking for. 00:08:49 But I know it's this one in particular. So I can add that directly on there and save that. 00:09:02 And now I've got a new quote. So it's a matter of just a couple of clicks and I have the ability to put that quote into place. 00:09:11 I want to go ahead and take some action here. And let's say they've accepted my quote, I'm going to go ahead and place this opportunity on 00:09:23 or Submit for Approval. As I submit for approval, I can go ahead and actually submit the order itself. 00:09:32 So that's a quick look at SAP's Cloud for Customer sales application. So now let's take a look at SAP Cloud for Service. 00:09:51 In order to support the new expectation of today's empowered customers, in the service line of business we offer contact center and field service solutions that create end-to-end service excellence. 00:10:07 Your service teams must be closely connected to your entire enterprise. Today, potential customers are already seeking information from companies through service platforms 5

6 00:10:18 before they even make their first purchase decision. Companies need to operate as a single brand across channels, orchestrating customer experiences, 00:10:29 both pre-sales and post-sales, across all touchpoints. We provide the right capabilities to meet your customers in a channel of their choice. 00:10:38 To provide your customer service agents with the customer and solution details they need for a successful service interaction at their fingertips. 00:10:49 And equip field technicians with the tools they need to address customer issues quickly and with efficiency. And we deliver it as one modern integrated solution built on SAP HANA Cloud Platform. 00:11:08 It's fully mobile with both online and offline capabilities. There's a lot of functionality available in the SAP Hybris Cloud for Service solution. 00:11:22 The solution features functionality for omnichannel service, from , phone, chat, social media, 00:11:29 to field service with mobility to allow "anytime, anywhere" service with full integration to SAP ERP, SAP CRM, and SAP Hybris Commerce. 00:11:43 With robust collaboration tools, knowledge management, response management, and complete insight into the complete customer profile to answer enquiries seamlessly. 00:11:56 And for the field service, access to the same complete customer profile, order history, service history, inventory, and spare parts management via a smart device to empower field employees 00:12:12 to address customer issues quickly and efficiently. The consumer economy whose customer interaction model was built on the control of information 00:12:25 has given way to the new digital economy. This economy is one where customers are digitally connected, socially networked, and better informed than ever before. 00:12:40 They have become savvy consumers in their personal lives and sophisticated buyers at work. They expect to be able to inform themselves, make a purchase, or get assistance on any channel they choose, 00:12:54 with each new interaction personalized in the context of the last one. Their tolerance for fragmented experiences is lower than ever. 00:13:05 They are very much in control of their own customer journey. And they expect to be engaged by the companies they do business with. 00:13:13 This is the future of omnichannel, end-to-end customer service throughout the entire customer journey. From an industry perspective, we support several industries with specific process functionality, 00:13:32 such as in the CPG industry with direct store delivery. In the insurance industry, we provide specific lead-to-policy functionality. 00:13:42 And in the automotive industry, we have built dealer sales and service vehicle management functionality. These specific industry enhancements allow our customers to get up and running much faster. 00:13:58 And the SAP Hybris Cloud for Customer Sales and Service accelerates productivity and provides flexibility to tailor the solution to your needs. 00:14:08 For example, as an end user I can add the right KPIs on a dashboard for better insight without the need for IT. There are over one hundred easily configurable reports and dashboards for the C level to the sales rep at no additional cost. 00:14:25 For key users, there's no coding necessary to configure and adapt the UI for better usability. Now, if there's truly a unique requirement, IT or a partner support organization can use SAP Cloud Applications Studio 00:14:43 to extend and customize the solution to meet the company's requirements. And all of our cloud solutions have new releases every three months 00:14:54 to allow you to stay current with the latest innovations. Now, let's take a quick look at a demo. 6

7 00:15:05 All right, so in this example demo I get a call from Lou at ALPHA Center, which is a customer of ours, and he's asking me to review an outstanding ticket, just to make sure everything looks good. 00:15:20 So I sign in as a service user here, my normal dashboard page. 00:15:27 And I can go ahead and look for the service ticket. But you know what? I've got a lot of tickets already outstanding. 00:15:36 So I think what I'm going to do is look at my favorites and find the account, because I work with this account all the time. And that'll bring up the account itself so that I can look to see the outstanding service tickets for this account. 00:15:58 So the first thing I look at is the account overview. But because I'm looking for a service ticket, let me just go and look at the service requests that are out there. 00:16:10 Ah, I see that 6629 is actually the one that they were asking me about. So it looks like it's open, it's been open for a couple of days. 00:16:19 So let me take a look at that. With this ticket, I have all of the information that I need to be able to really solve the ticket and/or understand what's going on with it. 00:16:36 So right now it says that the status is open, but the work has been finished. So maybe they just don't have a service technician assigned to it who is responsible for this ticket. 00:16:50 Maybe they haven't actually taken a look and finalized it. So let me look at the actual product and maybe see if there are some other problems that have been going on with it. 00:17:02 So I click on the serial ID. And that will bring me to the product itself, 00:17:11 where I can see other tickets that may have been open for this particular product that the customer owns. Oh wow it looks like there's a lot of things going on with this, 00:17:22 so no wonder the customer is calling me. So let me go back and look at the product here, 00:17:30 and look at this particular service request and see what kind of services were done. Ah, it looks like there was a repair done, and the coverage is only at 50% so... 00:17:42 Oh, but it does look like the ERP status is now released, so that with the integration that we provide out of the box, that billing request has already gone to SAP ERP to be billed. 00:17:55 So I'm going to go ahead and just send a note out to the customer, letting them know that it's been completed. 00:18:05 "Looks like..." All right. 00:18:23 And I can go ahead and attach that now to that service ticket. And that will be a record so that everybody else now knows, if the customer calls back, that everything has been taken care of for this ticket. 00:18:39 All right. So with that, this concludes our unit on the SAP Hybris Cloud for Customer solution. 00:18:48 In the next unit, I'll present the next solution of the SAP Hybris Customer Engagement and Commerce solutions portfolio, which is SAP Hybris Marketing. 00:18:59 Thank you. 7

8 Week 1 Unit 3 00:00:10 Hello, and welcome back to Week 1 Unit 3 of our opensap course "Design the Future of Your CRM". My name is Tisha Bocian and I'm a senior director for SAP Hybris in the Global Accounts team. 00:00:26 In this unit, you will get to know or get more familiar with the SAP Hybris Marketing solution of SAP's Customer Engagement and Commerce solutions portfolio. 00:00:37 I will give you a brief overview of the capabilities of this solution, and I'll show you a short demonstration. So let's begin. 00:00:48 We offer the SAP Hybris CEC portfolio, an omnichannel customer engagement portfolio which has comprehensive, industry-focused solutions across sales, service, marketing, and commerce. 00:01:01 These solutions have predictive analytics capabilities and are all powered by our HANA platform. We offer consistent, end-to-end user experience across all channels and devices 00:01:12 to help companies engage with their customers like never before. This course will address the marketing solution within our suite of solutions. 00:01:23 So today marketing is broken. As consumers we know this, we experience this on a daily basis. 00:01:30 Just open your box, mailbox, or even search on the Web. We're constantly being bombarded with irrelevant, untargeted messages. 00:01:41 Even those personalized offers and promotions are not necessarily of interest. The next generation of marketing technology needs to leverage the real-time context of customers 00:01:54 to deliver the best customer experience. This is contextual marketing. 00:02:01 Marketers need not only the historical information and the future propensities, but most importantly the current real-time customer intent. 00:02:12 This data combined together provides the best insights into customers' context and analytics to decide on the best treatment for the customer. And the ability to do this on the fly allows marketers to respond to customers' opportunities in real time. 00:02:33 SAP Hybris Marketing is an integrated marketing platform. At the base is our marketing data management, 00:02:41 which pulls together a centralized, real-time profile of the consumer to attain the full context of a consumer's journey across channels and touchpoints, 00:02:53 and leverages predictive analytics to deliver contextually engaging experiences. So at the core is the HANA foundation. 00:03:03 Hybris Marketing is a solution that has been built natively on HANA, which allows marketers to analyze the most granular data. 00:03:12 This means no aggregates are necessary. We leverage HANA's capabilities like predictive modeling, 00:03:19 text analysis for extracting data such as sentiments, and functionality to analyze and process geospatial information, 00:03:31 all used to understand what the customer is thinking in real time. We made it easier to integrate data to build a continuously updated marketing profile. 00:03:46 SAP Hybris Marketing can pull both real-time and batch data together from multiple sources, both SAP and non-sap, both structured and unstructured. 00:03:58 And it comes with pre-packaged integrations for faster deployments. It can also cover both anonymous and identified customers. 00:04:07 On top of this real-time profile are a series of applications designed to make it easier for the marketers. SAP Hybris Marketing is fundamentally different and will change the way marketers engage with customers. 00:04:24 As human beings, we use context intuitively. This is what we've built into the Hybris Marketing platform as our key differentiator in the market. 8

9 00:04:35 We take everything we know about the customer, like what they've done, and more importantly what they are interested in right now, as well as predictions about what they may do. 00:04:47 We use all of this to engage with the customer in a way that is personally relevant to each one individually. SAP Hybris Marketing is the future of marketing, 00:05:01 and data management is really the foundation of this suite. It helps to create a complete 360 view of the customer's interactions. 00:05:10 And most importantly, it enables the scoring of these customers according to their implicit and explicit behavior across all channels. Segmentation is a high-performance customer segmentation tool that helps marketers to mine data from any data source. 00:05:29 It has the ability to slice and dice data, create segments or target groups on the fly and in real time, leveraging predictive analytics. Key here is that a marketer can provide contextrelevant, smart recommendations for products and offers 00:05:47 based on customers' real-time behavior. Marketers can also create and execute loyalty programs that deliver a premium customer experience 00:05:57 that can help drive true brand loyalty. Pre-built management dashboards show all the relevant marketing KPIs, or key performance indicators, across the organization 00:06:11 for marketing performance monitoring. Finally, SAP Hybris Marketing is a fully integrated platform with open APIs 00:06:21 and a flexible architecture, as well as out-of-the- box integrations, and is available onpremise, as a private cloud or a public cloud. 00:06:33 It's contextual, it's relevant, and it's simple. And it allows for a crawl, walk, and run approach due to the open ecosystem and a single point of integration. 00:06:50 From an industry perspective, we have built industry-specific process functionality for several industries. As an example, in the retail and consumer industries, we built functionality around predictive buying for better targeting. 00:07:05 And for consumers, we have a real focus on brand management. In the telco industry, we provided event-triggered marketing based on network activity for better targeting. 00:07:19 These specific industry enhancements allow our customers to get up and running much faster. And the SAP Hybris Marketing solution provides standard out-of-the-box integration with the SAP Hybris Commerce suite, 00:07:36 SAP Hybris Cloud for Sales, and other SAP applications. Think about the business process between marketing and direct or indirect sales. 00:07:46 We can drive higher-value opportunities to improve demand creation, execution, and opportunity management with lead management integration. 00:07:57 Sales-ready leads can be handed over to the SAP Hybris Cloud for Customer Sales in an automated way by creating a dynamic, automated campaign, 00:08:08 which when released can trigger the lead creation. And the result of the activities in SAP Cloud for Customer sales are returned back into SAP Hybris Marketing. 00:08:22 Dashboards give a comprehensive overview of KPI attainment and lead management performance benchmarks. This gives a transparent view of marketing's contribution to the business and the success of the lead management process. 00:08:40 For example, which marketing-generated leads have been converted to sales, or by creating marketing-driven leads with sales- created leads. 00:08:50 Finally, as part of the platform, the solution provides select third-party marketing technology integrations, and fully open application programming interfaces, or APIs, 00:09:01 and a flexible architecture that enables integrations with other third-party systems so that it can co-exist with existing technologies or investments. 00:09:13 Now let's take a quick look at a demo. All right, so for this demo I am a European bicycle company marketing manager. 00:09:24 And I've executed a promotion in our stores for a lottery. And it gathered a lot of interest and I've got a lot of contacts. 9

10 00:09:36 So I'm going to look at that contact list. And what I want to do is create a segment, and ideally create a target list from that segment, 00:09:47 and then use that for a campaign. So the first thing I want to do is... the campaign's going to be around two countries, 00:09:56 so I'm going to select the countries to get my list down to the participants from that country. And the first one's going to be in Italy. 00:10:08 And the second country I'm going to choose is the UK. So that has reduced my list of contacts. 00:10:20 And I want to also see the channels that were used. And so I see that the Web was the primary channel used, 00:10:30 so I want to select those and . So I added that to my list there as well. 00:10:39 I could certainly change the timeframe and get the contacts from a different timeframe. I could do a lot of other filtering there as well, 00:10:50 depending on the kind of information that I gathered. So I also see that the interest was pretty big for racing bikes, 00:11:03 and the other one for mountain bikes. So again, what I'm doing here is really segmenting the list down to the interest of the target group 00:11:13 or the campaign that I'm going to be using. So from here I can create a segment list. 00:11:28 I'm going to save and open that. And then from here, I really want to create a target list. 00:11:37 So I could do some additional filtering down, maybe by age group. But these two countries, they're good with looking at all of that data. 00:11:48 So I'm going to go ahead and create a segment. So the segment... actually this is my segment list, sorry. 00:12:10 And what I'm going to do from here is actually create a target because I've already created the segment. So here's my target group, so "TB Target List". 00:12:20 And I'm going to save that and open that. And from here then I'm going to create the new campaign. 00:12:30 My target group has been identified here. It needs to be released, I'm going to go ahead and release that, so I've got a target list to be released. 00:12:43 And release that so that I can create the campaign. So now I'm going to create the campaign... 00:13:03 All right. So now once I have the target list, I can do a couple of things with it. I can go ahead and bring that target list and deploy it out to the SAP Hybris Cloud for Customer sales solution 00:13:19 so that my sales people will get those as leads and they can start following up on it. The other thing I can do is export this list out. 00:13:30 So once I release this campaign, I will be able to take that list and do whatever I want with it as next steps. And one of them could be to bring it into SAP Hybris Cloud for Sales, 00:13:50 or I can also create an export file directly from here. That file can then be used to bring into any other type of solution that you may have to do the execution of that campaign. 00:14:07 So that's the end of this demo. And that also concludes our unit on the SAP Hybris Marketing solution. 00:14:16 In the next unit, I will present the next solution of the SAP Hybris Customer Engagement and Commerce solutions portfolio, which is the SAP Hybris Commerce solution. 00:14:28 Thank you. 10

11 Week 1 Unit 4 00:00:09 Hello, and welcome back to Week 1 Unit 4 of our opensap course "Design the Future of Your CRM". My name is Tisha Bocian, and I'm a senior director for SAP Hybris in the Global Accounts team. 00:00:25 In this unit, you will get to know or get more familiar with the SAP Hybris Commerce solution of SAP's Customer Engagement and Commerce solutions portfolio. 00:00:36 I will give you a brief overview of the capabilities of this solution, and I'll show you a short demo. So let's begin. 00:00:45 Let's discuss what's happening today that is transforming the enterprise. Every enterprise is facing more disruptive forces today of the same magnitude as those during the Industrial Revolution. 00:00:58 Specifically, customer experience is paramount. To the customer, it is all about the experience. 00:01:06 How easy is it for me to search for products I'm interested in? How fast can I place an order? 00:01:13 What if I have a return? Do I have to call it in, or can I do it online? These all add to the customer experience. 00:01:22 And this leads to the next trend. It's about understanding the customer, listening to the customer, and soliciting a two-way dialog. 00:01:32 Enriching a customer profile by combining social customer insights with transactional data. And identifying and rewarding advocates that proactively contribute content. 00:01:45 This is customer insight. A digital transformation is necessary for organizations looking to deliver customer experiences 00:01:54 that meet today's expectations and can thrive in this new era. This transformation will enable companies to be more agile, more responsive, 00:02:04 and be ready to capitalize on new opportunities as they emerge. SAP Hybris has taken a sweet approach to simplify the front-office management for our customers. 00:02:19 This eliminates the costs of integration and removes barriers between unintegrated solutions, and we're able to deliver on the promise of one- to-one customer engagement across all channels of customer interaction. 00:02:33 So what do we deliver? Contextualized marketing and service, which means companies are able to serve the needs of the individual at the time they want and need it. 00:02:45 A fully integrated process and order orchestration across all sales and commerce channels. A harmonized customer experience across all physical and digital channels. 00:02:57 And, most importantly, a platform that's not built just on customer data but on customer intelligence which allows companies to live in the moment with each and every one of their customers. 00:03:13 So for a business strategy that includes the ability to engage customers throughout their journey, technology plays a big role. And the technology needed is to have one source for all underlying information 00:03:29 information such as products, customers, inventory, pricing, and order status. Companies today need an integrated system of reference that sits above traditional transactional systems of reference, like in ERP. 00:03:45 You need to think infrastructure project. We're not replacing systems, we're complementing and bringing more agility to the business and, more importantly, the customer. 00:03:56 That's how we can help to manage the data complexity needed for this new paradigm. SAP Hybris Commerce provides capabilities that support industries in B2B, B2C, and B2B2C. 00:04:12 Included in the capabilities are an omnichannel commerce platform supporting all digital and physical touchpoints, from Web, mobile, social, to contact center and in-store, 11

12 00:04:25 easy-to-use tools that enable you to manage and promote your offerings faster, native features to support a global marketplace, 00:04:34 and comprehensive capabilities for order management and fulfillment. All built on an agile, flexible, and extensible architecture 00:04:43 which gives businesses the ability and the agility to succeed. The SAP Hybris Commerce solution is packed with functionality like Web Contact Management, 00:04:58 a marketing and publishing tool that offers Web Content Management capabilities that are fully integrated and make it easy to manage content across channels, 00:05:10 including online, mobile, and rich Internet applications, from a single user interface. SAP Hybris Product Content Management enables a company to bring all external-facing data, structured and unstructured, 00:05:26 into a common repository capable of easy editing and maintenance. It's the central data repository that ensures you have consistent product data across all channels and touchpoints. 00:05:40 The Customer Service module provides customer support agents with easier and faster access to the information needed to understand and quickly resolve customers' problems, and it's integrated in SAP Cloud for Customer service. 00:05:56 Order Management bridges the gap between e- commerce and ERP. It gives a company real-time visibility to inventory, pricing, and omnichannel fulfillment such as buy online and pick up in-store. 00:06:15 Contextual merchandising offers real-time metrics, which is driven by company goals and adapts to user context. This can help push hot products or push products that need to be sold, 00:06:29 or better yet show products that are relevant to each individual visitor. All meant to drive more conversions. 00:06:39 SAP Hybris Mobile is a fully integrated mobile solution. It allows companies to create unique, fully integrated applications in a low time-to-market. 00:06:50 It takes advantage of all available mobile phone features, and can help build applications that support all commerce processes, like product search and checkout. 00:07:02 All of this is on a Java-based platform that's agile, flexible, and extensible to deliver customer-oriented processes that reduce efforts for your customer 00:07:15 and just as importantly enables all your front-office teams to collaborate and speak with one voice. The Hybris Commerce accelerators allow you to deploy a fully integrated, truly omnichannel commerce solution on day 1, 00:07:33 so you can deliver the shopping experience your customers are really demanding. Out of the box you get fully integrated working storefronts and a set of business tools which is perfect for the B2C business. 00:07:48 Similarly, for the B2B business the standard commerce accelerator delivers B2B omnichannel commerce quicker and easier, taking full advantage of Hybris's unique flexibility and capabilities. 00:08:03 This means your project starts with everything already working, and a company can go live fast because it could be as simple as rebranding and performing essential integrations. 00:08:16 Also, the add-on approach can make features more accessible across different industryspecific commerce offerings. We have intentionally placed ourselves in between the pure hosted model and the pure SaaS model 00:08:33 to give our customers the best of both worlds in our private cloud model. The advantages include no large up-front software purchases, a guaranteed performance environment, 00:08:46 opportunity to extend and integrate to our cloud platform as required to meet business needs with no mandatory upgrades and a follow-the- sun support model. 00:08:59 This offering is designed for larger organizations and offers higher-volume capacity that can start at 20 peak page views per second, suited for customers with consistent high peak traffic and organizations with established commerce practices. 12

13 00:09:19 It's best for these organizations because it can provide enterprise-scale foundation with the ability to scale and extend to more complex operations down the road. 00:09:31 The SAP Hybris Commerce, Edge edition, B2B and B2C option is tailor-made for small to medium-sized businesses who are looking for a robust, budget-friendly, and cost-effective solution for low-volume, high- transaction-value commerce operations. 00:09:51 It provides a solid base to support commerce initiatives with low complexity, and it's perfectly geared for customers initiating new opportunities with room to grow. 00:10:05 Since introducing the data hub and SAP integrations, SAP Hybris has invested heavily in the integration with the universe of SAP products 00:10:15 and we're going to continue to do that. Instead of looking just at SAP ERP and SAP Hybris Marketing, 00:10:23 we provided and intend to provide reference integrations to many more additional SAP products. All integrations are based on the data hub. 00:10:33 With this, we proved that the decision to introduce the data hub as the strategic key technology for asynchronous and master data integrations was the right one. 00:10:45 So regardless of the challenges we faced, we see the investments paying off. Now let's take a quick look at a demo. 00:10:54 All right, so for this demo I'm going to show how SAP Hybris Marketing recommendation is integrated to SAP Hybris Commerce. In this first scenario, the customer is interested in buying a new digital camera. 00:11:09 For this, he goes to the electronics store in which he's already bought products from this particular vendor. 00:11:18 And while browsing online, the customer receives product recommendations according to how the vendor's contact manager has designed the Web page. 00:11:30 So when the customer enters this particular home page of the Web shop, they're able to see the section "Our Bestselling Products", 00:11:44 which are recommended top-selling products of the Web shop. The products shown in this section are derived from a recommendation model 00:11:53 that's based on top-selling products which were created in SAP Hybris Marketing Recommendation and was integrated into the Web shop via the content management system. 00:12:07 The user and the context are taken into account, which will provide the relevant recommendations at a specific point in time. 00:12:16 So in this case note that the DSC-T20 camera and the TS-E 90 mm lens, which you will not see in the next scenario when he actually logs in as a user. 00:12:37 So now... Fred our customer is signing in... So he's signing in to the same electronics store and is now known to the store. 00:13:08 So now when he views the recommended top- selling products on the home page under "Our Bestselling Products", he notices that the recommended products in this section are different than the ones that were shown when he was an anonymous shopper. 00:13:28 So in this case, the DSC-N1 camera is visible versus the DSC-T20, and you'll note that there is no lens showing here, but other products are. 00:13:43 So in this case, the Web shop can now take into consideration the past buying behavior of a specific customer. It's also comparing this customer to peers who bought like products, 00:13:58 which can really increase the conversion rate and the average order size for most customers. Now let's say the customer, Fred, is interested in a particular camera. 00:14:13 So he clicks on the EOS 500D from the top- selling section, and it brings him to the product details page. 00:14:25 So here you can see in this section, customers who viewed this item... Additional recommendations of items that the customer may be interested in if he were to purchase that camera. 13

14 00:14:39 So these recommendations are based on a cross-selling recommendation model type, also created in SAP Hybris Marketing Recommendation and integrated into the Web shop. 00:14:51 This increases customer satisfaction and customer loyalty by providing only relevant recommendations so that the customer spends their time on shopping for things that matter to them. 00:15:05 This is a different recommendation model than the one used on the home page of the Web that showed that recommendations in this section are best-selling products. 00:15:16 But both are in real time. The customer only receives relevant recommendations according to 00:15:22 how recommendation models are defined by the company in order to achieve particular business objectives, such as you want to incentivize to buy a new item, 00:15:38 or they've already purchased an item and you want to be able to upsell or cross-sell them. So now the customer navigates back to the home page 00:15:53 and he wants to take a look at another camera. So in this case, he drills into the DSC-N1 camera. 00:16:03 And now, when landing on the product details page of this product, Fred the customer can view different cross-sell recommendations in the section called "Accessories". 00:16:20 So in addition, by segmenting customers with SAP Hybris Marketing Segmentation, a company can provide personalized recommendations by considering buying behavior of peers. 00:16:35 These algorithms will apply predictions on the sales history or the reaction provided by other consumers that belong in the same customer target group as the current consumer who's being provided with these recommendations. 00:16:51 Also, algorithms can be based on any data source specified while configuring these algorithms. A company can decide if a model is defined and consumed in one or multiple sales channels even a brick-and-mortar. 00:17:14 And this can provide product recommendations according to a company's needs. For example, in the first scenario, the predicted algorithms were based on past generic sales history of all sales channels. 00:17:30 And all these recommendations provided were unattended since they use our predictive analytics. So that means that there's no manual maintenance of these rules that needs to be provided by a person, 00:17:45 and this really can result in lower marketing costs. So the bottom line is SAP Hybris Commerce can be used to target the right customers, with the right recommendations, at the right time 00:17:59 to satisfy customers and to increase their loyalty. So that's the end of my demo. 00:18:07 Thank you. This concludes our unit on the SAP Hybris Commerce solution. 00:18:13 In the next unit, which will be the final one of this week, you will see another solution of SAP's Customer Engagement and Commerce solutions portfolio. 00:18:25 This will be the SAP CRM 7.0 solution powered by SAP HANA. Thank you. 14

15 Week 1 Unit 5 00:00:09 Hello and welcome back to Week 1 Unit 5 of our opensap course Design the Future of Your CRM. My name is Oliver Frick, I am a product manager for SAP CRM 00:00:20 and this is the reason I am presenting this unit SAP CRM powered by SAP HANA. In this unit, you will get more familiar with some of the innovations that SAP has delivered with release 7 of SAP CRM. 00:00:35 Release 7 is the first version of SAP CRM that is also available on SAP HANA, and we will also look into some of the innovations here as well. The goal of this unit is to help you decide if an upgrade of your current SAP CRM system to release 7 00:00:53 is also a good option for your transformation to a future CRM. So let's begin. 00:01:01 This course particularly addresses customers that are running on an older version of SAP CRM, that is prior to CRM release 7. SAP CRM has significantly evolved in all areas since the time we released these older versions. 00:01:18 This graphic here lists some of these innovations as examples, and we will discuss a few of them in more detail in this unit. But before we do this let s first take a look where we are with SAP CRM today. 00:01:37 In a recent Forrester Wave, SAP CRM was recognized as the strongest CRM solution available on the market today. 00:01:47 It was recognized for its end-to-end functional coverage, particularly strong in the customer service area, its broad and deep industry expertise, 00:01:58 its great embedded analytics capabilities, particularly when you run it on HANA, and its global scale and the flexibility that comes with an on-premise deployment. 00:02:11 An upgrade of your current CRM system to SAP CRM 7 on HANA may be a good fit for you if you are looking for broad and deep industry- specific functionality, 00:02:22 looking for a sophisticated solution for shared services, looking for a CRM with powerful and flexible reporting capabilities, 00:02:31 if you have an on-premise IT strategy, if you want to leverage HANA for landscape consolidation, or want to move into the cloud with your SAP CRM solution. 00:02:44 SAP CRM 7 is also a good option if you want to preserve many of the assets that you have in your current SAP CRM systems and look for strong migration support. 00:02:58 Now let s take a closer look at what functionalities CRM 7 offers for customer engagement today. CRM 7 provides an end-to-end functionality for all customer engagement processes, from sales to service and marketing. 00:03:12 Let s go through them one by one. CRM Sales covers the full spectrum of sales activities, from planning to execution. 00:03:23 It fully covers classical sales force automation with account and contact management, activity management, and pipeline management. But it also has a pretty sophisticated quote, order, and contract management capabilities. 00:03:40 Powerful analytics help you to gain a deeper insight and transparency in the performance of all sales activities. SAP CRM has significantly evolved with release 7, but also with the enhancement packs 1, 2, and 3. 00:03:57 Enhancement packs 1 and 2 focused on functional enhancements. Enhancement pack 3 then focused more on usability. 00:04:05 The pack for example provides a few new designs like the Corbu design or the Fiori-like Blue Crystal design. It also delivers a set of Fiori apps that support the sales role in all sales-related activities. 00:04:18 We will come back to this later in the unit. Enhancement pack 3 is also the version where SAP CRM became available on HANA, 00:04:25 which brought, for example, enhanced capabilities for master data management, like fuzzy search and duplicate check. CRM Service helps to deliver end-to-end service, consistently across all contact channels. 15