CRM IM WANDEL Herausforderungen und Chancen der digitalen Transformation Dr. Volker G. Hildebrand Global Vice President SAP Hybris
DIGITAL TRANSFORMATION IS DISRUPTING EVERY BUSINESS
TECHNOLOGY IS CHANGING THE GAME. CUSTOMERS ARE CHANGING THE RULES.
THE STORY WITH ROMY
OLD RECIPES DON T WORK ANYMORE DAD ROMY, RYAN & KAY
WHAT WE CAN LEARN FROM ROMY ABOUT CUSTOMER EXPECTATIONS CONVENIENCE RELEVANCE REAL TIME RELIABILITY
The Three Mega Trends Impacting The Future of CRM Digitally connected and mobile customer Proliferation of customer interaction channels New Business Models DIGITAL TRANSFORMATION
74% OF EXECUTIVES BELIEVE THAT DIGITAL TRANSFORMATION IS ABOUT IMPROVING VALUE FOR CUSTOMERS Global Center for Digital Transformation IMD and Cisco Initiative
ENGAGE WITH YOUR CUSTOMER IN THE MOMENT WHEN IT MATTERS
OMNICHANNEL IS REALITY
DATA IS THE FUEL
39% 2 out of 3 companies believe that their CRM system does not support 61% their future needs for customer engagement
IT S TIME TO THINK BEYOND CRM
3 GENERATIONEN VON CRM 1 st Generation 2 nd Generation 3 rd Generation Siloed Suite Engagement Platform
The Next Generation of CRM: A Customer Engagement Platform In the cloud Mobile First Multiple Data Sources 3 rd party High End Experience On Premise (ERP) Backend Commerce 2013 SAP AG. All rights reserved. 15
Key Buying Trends impacting The Future of CRM VS. Increased Demand for Cloud Solutions Continued Demand for On-Premise Solutions VS. LoB Buyer: Functional Capabilities & Usability IT Buyer: Platform/Architecture & Integration
CLOUD USER ADOPTION 20% have adopted SAP Hybris Cloud for Customer 80% use SAP CRM 80% of the Market for SFA Solutions is Cloud Solutions
PARADIGM SHIFT: BEYOND CRM 1. 2. 3. Blending Service, Marketing, Sales, Commerce 4. Omni channel physical & digital 5. 6. Contextual Engagement in real time Mobile first Smart predictions Front office & back office & IoT
SAP + HYBRIS = SAP HYBRIS
SAP Hybris Vision ENABLE OUR CUSTOMERS TO DELIVER CONSISTENT, CONTEXTUAL, AND RELEVANT EXPERIENCES REGARDLESS OF CHANNEL OR DEVICE THROUGHOUT THE CUSTOMER JOURNEY.
The New Omnichannel Customer Journey Communities Commerce Service & Support Marketing Billing & Payment Deliver on your promise Social Sales People
PROVIDE THE WORLD S LEADING OMNICHANNEL CUSTOMER ENGAGEMENT & COMMERCE SUITE EVERY TOUCH POINT. EVERY CHANNEL. GLOBAL. FLEXIBLE. UPON A NEXT-GENERATION ENTERPRISE SOFTWARE DEVELOPMENT PLATFORM. CLOUD-BASED. MICRO SERVICES. SCALABLE. HIGH PERFORMANCE. AGILE. FOR SAP HYBRIS, SAP AND AN EVOLVING ECOSYSTEM BEYOND.
SAP HYBRIS CUSTOMER ENGAGEMENT & COMMERCE OMNI-CHANNEL CUSTOMER ENGAGEMENT SUITE Web Mobile In store/ branch Contact center Digital goods Marketplace IoT Social SMS/ Notificatns Search kw/ads Digital ads Email Print CUSTOMER EXPERIENCE MANAGEMENT COMMERCE MARKETING SERVICE SALES DATA MANAGEMENT ANALYTICS CUSTOMER ENGAGEMENT PLATFORM ERP Supply Chain Warehouse Financials
SAP Hybris Customer Engagement & Commerce Portfolio SAP CRM SUITE SAP CRM SALES SAP CRM SERVICE SAP CRM MARKETING SAP HYBRIS COMMERCE DIGITAL COMMERCE PLATFORM SAP HYBRIS SUITE SAP HYBRIS SALES SAP HYBRIS SERVICE SAP HYBRIS MARKETING SAP HYBRIS COMMERCE SAP HYBRIS PROFILE SAP HYBRIS CX SAP HYBRIS JAM (C&C) SAP HYBRIS BILLING SAP HYBRIS ORDER MGMT. SAP HYBRIS AS A PLATFORM SAP ERP / SAP S4/HANA
THE BIG PICTURE Introducing the next-generation core and lines-of-business solutions for the digital economy yaas
Next Generation SAP Hybris Platform: yaas + HCP SAP Hybris as a Service (yaas) Micro Services SAP HCP (PaaS) Application Services & Data Management Services IT`S ALL ABOUT PACKAGES + Business Services User Experience Mobile Internet of Things Integration DEVPORTAL BUILDER YaaS MARKET Collaboration Analytics Security Data & Storage Dev& Ops
SAP Hybris as a Service (YaaS) on HCP Single platform for Customer Engagement and Commerce YaaS.io Marketplace Commerce Services CS&S Services Content Services MICRO SERVICES Metering & Billing Gamification Services Product Config. Services Partner Services SAP Hybris as a Service (YaaS) APPLICATION SERVICES ONE Platform Mobile Portal Analytics Collaboration Security Application Management System Management Administration and Monitoring DATABASE SERVICES Integration Internet of Things SAP HANA Cloud Platform (PaaS) Transactions Analytics Streaming Predictive Spatial Text Analytics IaaS: SAP, AWS
BEYOND MARKETING SAP Hybris Marketing 91% Of marketers prioritize customer experience through personalization Source : The Contextual Marketing Imperative, Forrester Oct 2015 One-to-one marketing at scale Context is key Data is the fuel
BEYOND SALES SAP Hybris Sales Smart engagements - anytime, anywhere Omnichannel Selling Sales effectivenes: More time to sell Over 1 million fewer B2B sales reps will be employed in 2020 as compared to today. Source: Forrester 2015
BEYOND SERVICE SAP Hybris Service Customer support before, during and after purchase Going digital: blending un-assisted with assisted service 53% Abandon purchase if they can t find quick answer to their questions Source : Forrester 2016 Flawless field service
BEYOND COMMERCE SAP Hybris Commerce $15 Trillion Contribution to the global GDP by the shift to digital channels over the next fifteen years Source : Industrial Internet: Pushing Boundaries of Minds and Machines Shopping experience matters online & offline Personalization is key Deliver on your promises
NEW: SAP HYBRIS PROFILE UNDERSTAND REAL-TIME CUSTOMER INTENTS Dynamically capture and enrich customer profiles across all sources into a single view, gain insights into customer s real-time intents Consolidated view of customers across the enterprise Accurately target and segment from any data source Gain insights into the customer journey, identify micro-segments Accurately target and segment from any data source Understand customer s sentiments and interests Discover hidden trends and anticipate buying behavior with built-in predictive analysis
BLURRING THE LINES BETWEEN PHYSICAL AND DIGITAL EXPERIENCES
Nespresso Omni-channel customer engagement across Sales, Service, Marketing & Commerce with SAP Hybris suite. B2B2C
SAP CRM: CONTINUOUS INNOVATION Fiori UI for Sales Roles Fiori-style Blue Crystal skin for SAP CRM WebClient Support for social channels in IC SAP Hana Live Analytics Customer Connect Program SAP Hybris Commerce Integration SAP Hybris Marketing Integration SAP Hybris Cloud for Customer Integration Integration with SAP Master Data Governance
KAESER KOMPRESSOREN runs SAP CRM on HANA for their Sales and Service organizations with FIORI UI
Strategic Direction of Future Innovation INNOVATE IN THE CLOUD While investing in on-premise UX AND MOBILITY /FIORI To enable anywhere, anytime access on any device PREDICTIVE ANALYTICS & AI Next Generation applications turning insight into action INDUSTRY SOLUTIONS To support industry-specific business processes end-to-end INTEGRATED OMNI-CHANNEL CEC SCENARIOS across commerce, sales, service & marketing CUSTOMER ENGAGEMENT & COMMERCE PLATFORM SAP HANA Cloud Platform S/4 HANA
IT S SIMPLE: ENGAGE YOUR CUSTOMERS LIKE NEVER BEFORE Commerce Marketing Service Sales SAP HYBRIS CUSTOMER ENGAGEMENT SOLUTIONS
Dr. Volker G. Hildebrand Global Vice President SAP Hybris volker.hildebrand@sap.com THANK YOU
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