SAP Web Channel Experience Management 2.0 Overview AFSUG - CRM 2012

Transcription

1 SAP Web Channel Experience Management 2.0 Overview AFSUG - CRM 2012

2 Agenda Business Environment SAP Web Channel Experience Management 2.0 E-Commerce & E-Marketing E-Service Platform Summary

3 Business Environment

4 Today s customers are empowered like never before Transparency Democratization of information Variety of touch points Customer Social networking and communities Implications Shift in negotiation power from Vendors to Customers Evolution from Relationship Management to Total Experience Management New communications and interaction channels to manage on top of traditional ones Greater needs for adaptability and responsiveness 2012 SAP AG. All rights reserved. 4

5 Executives Are Faced with New Realities and Must Be Responsive HANSENG CEO s mandate Mitigate revenue and profitability risk DJIA Rapidly reduce operating costs Survive and emerge as a leader in the long run VP of e-commerce Immediately: Increase conversion rates to capture maximum revenue, make reliable commitments, and reduce cost of sales Long-term objective: Grow revenue and market share VP of Marketing Immediately: Engage customers with rich, personalized experiences and improve market spend via deep customer intimacy Long-term objective: Increase market share and mindshare VP of Service Immediately: Empower customers to easily solve problems, reduce cost of service, and retain high value customers Long-term objective: Transform from a cost to a profit center 2012 SAP AG. All rights reserved. 5

6 Increase profitability and reduce your cost of sales and support Improve customer experience, strengthening customer loyalty Expand market reach and prepare for growing globalization Reduce costs and increase profitability while driving additional revenue Lower total cost of ownership through end-toend, integrated processes E-commerce's role in CRM continues to increase as organizations adopt elements of social, community and emerging mobile shopping capabilities; therefore, organizations must develop an e-commerce strategy that is in line with their overall CRM vision to be successful. Gartner, Magic Quadrant for E-Commerce, May 2010 Delivering excellent online customer experiences is essential to expanding market reach and engaging customers 2012 SAP AG. All rights reserved. 6

7 Multi Channel Is Your Face To Your Customers, Inviting Them Into Your Existing Business Processes Online Store Partner Contact Center Social Media Web Mobile Store Kiosk Partner Phone, , Network Chat, Fax Communities, etc. Collect & Target Sales & Marketing Planning Customer Segmentation Products & Pricing Decide & Execute Personalized & contextualized content Multi Channel Campaigns Loyalty Management Order Management Order Fulfillment Service Processes Measure, Learn & Optimize Cross-Channel Visibility & Insight Multi Channel Performance Real-time analytics Insight to Action Multi Channel Foundation 2012 SAP AG. All rights reserved. 7

8 Web Channel Experience Management 2.0

9 A Single E-Commerce, E-Marketing & E-Service Platform For Everyone Consumers Enjoy quick and easy online shopping experiences as well as consistent experiences across all touch points Businesses Leverage powerful and convenient self-services & manage all sales and service interactions from one place Web Channel Managers Easily set up and manage your Web presence with simple, step-by-step Web site management 2012 SAP AG. All rights reserved. 9

10 Paradigm Shift Single Web Channel To Sales, Service & Marketing E-Commerce find product buy product E-Marketing search product online promotion E-Service forum register product service From silos SAP AG. All rights reserved. 10

11 Paradigm Shift Single Web Channel To Sales, Service & Marketing to integrated and consistent customer experience Web Channel search product forum find product online promotion buy product service 2012 SAP AG. All rights reserved. 11

12 Ready-To-Run Solution Building On The Enterprise Ecosystem CRM Predefined best practice processes Standard UI and navigation flow Multi-language, multi currency Run multiple applications on one platform Fully tested application templates (security, accessibility, ) Covered by maintenance contract Built-in enhancement concept Configuration Navigation Pages & Views Styling & UI ERP Lead Partner Integration Customer Service Pricing Billing Product Configuration Delivery Order Processing Order Quote Contract Service Request Products Web Channel Pricing Billing Product Configuration Returns Processing Account Management Campaigns Product Recommendations Loyalty Management ATP Product Substitution Production Scheduling Returns Processing SCM 2012 SAP AG. All rights reserved. 12

13 SAP Web Channel Experience Management Interactive User Interface Interactive User Interface Innovative interfaces leveraging Web 2.0 technologies to deliver highly interactive shopping and support experiences Product presentations modes provides customers with a variety of display modes for the product catalog Rich product detail view provides a wide variety of product information including images, attachments, multimedia files, etc. Search and filtering capabilities help customers easily find products and provide intuitive navigation throughout the catalog Guided navigation mechanisms lead customers step-bystep through common tasks with visual cues Benefits Differentiate via excellent online customer experiences Increase online conversion rates Drive support traffic to lower-cost online channel Grow customer loyalty 2012 SAP AG. All rights reserved. 13

17 Web Channel Experience Management 2.0 E-Marketing

19 Multi Channel Campaign Management Multi Channel Campaign Management Segment customers Create Campaign View campaign View campaign price Add to cart Buy product Segment Customers Create Campaign Campaign View product Campaign price display Add to cart Buy product 2012 SAP AG. All rights reserved. 19

20 Personalized Product Recommendations Personalized Product Recommendations Browse catalog Search products View product detail View product recommendations Add to cart Buy product Browse catalog Search products View product detail View product recommen Add to cart Buy product 2012 SAP AG. All rights reserved. 20

21 Loyalty Management Earn Points Sign up for loyalty program Browse catalog View bonus points per product Buy product Check point balance Receive voucher per mail Redeem Points Browse catalog Add to cart Go to checkout Redeem points Buy reward product Sign up for loyalty program Browse catalog View bonus points Buy product Check point balance Receive voucher Browse catalog Add to cart Go to checkout Redeem points Buy reward product 2012 SAP AG. All rights reserved. 21

22 Highly Interactive and Relevant E-Marketing Experiences We deliver Personalization and Advanced Recommendations Campaigns and Promotions Loyalty Management Powerful catalog and content management to create, target, and manage content Community-generated product ratings and reviews Integration points to 3rd party Web Content Management Systems So you can Differentiate customer online experiences Drive Web site traffic and user adoption Increase conversion rates and customer loyalty 2012 SAP AG. All rights reserved. 22

23 SAP Web Channel Experience Management Personalization Personalization and Advanced Recommendations Robust personalization and product recommendations based on backend rules and customer preferences Personalization to dynamically personalize customers Web experiences for more effective interactions Related products are based on cross-selling rules and can be displayed as product recommendations, personalized per customer segment or marketing profile Accessories can be linked to products and displayed independent from the user Browsing and buying behavior can be data mined and used to generate product relationships which can be displayed as product recommendations Benefits Increase revenue via highly relevant cross and up-sell recommendations Highly personalized experiences increase customer loyalty Streamline delivery and management of recommendations via automated processes 2012 SAP AG. All rights reserved. 23

25 SAP Web Channel Experience Management and Web Campaigns and Web Campaigns Create targeted and personalized and Web campaigns and monitor success Multi-channel campaign management to consistently manage and Web campaigns across customer interaction points Campaign execution enables users to manually enter campaign codes and can also happen automatically in the product catalog and the shopping cart Discounts are dynamically displayed in the product catalog, shopping cart and during checkout Target groups can be used to personalize campaigns in order to address specific customer segments Newsletter subscriptions provides customers with the ability to easily subscribe and unsubscribe Benefits Expand market reach with lower cost online marketing campaigns Deliver relevant and compelling offers Empower customers to enrich their own experiences via subscriptions 2012 SAP AG. All rights reserved. 25

27 SAP Web Channel Experience Management Loyalty Management Loyalty Management Loyalty Management via the Web enables customers to earn, monitor and redeem loyalty points online Mixed payments in reward catalog and shopping basket allow payment with both loyalty points and money Points account summary provides members with a complete account and transaction summary of their loyalty membership Shopping cart points summary shows customers how many points they will earn for buying the current shopping cart Public reward catalog can be viewed by non-registered users driving interest in the loyalty program Loyalty campaign view enables customers to view details about loyalty campaigns such as validity dates and points offered Benefits Grow customer loyalty and reduce customer churn Reduce costs via selfservice management of loyalty membership Seamless integration for customers to redeem points when shopping online 2012 SAP AG. All rights reserved. 27

29 SAP Web Channel Experience Management Catalog Management Catalog Management Centralized product catalog management to create once and publish everywhere Master data is imported from backend systems and reused to created product catalogs Repository management to maintain the catalog data model and catalog item data including multi-lingual and multi-currency Enrich product content with additional attributes as well as assigning images, multi-media files, marketing content, and attachments Mass maintenance and multidimensional search enables easy mass changes to numerous items at once Benefits Drive conversions with rich catalog experiences Easy catalog management for business users Easier maintenance and richer content with a common catalog engine for CRM and ERP 2012 SAP AG. All rights reserved. 29

31 SAP Web Channel Experience Management Web Content Management with Coremedia* Web Content Management Provide contextualized and relevant content for a rich customer experience Add editorial content such as articles and banner ads to specific content areas or to complete content pages Dynamic content integration based on customer profiles and purchase history enables a contextualized customer experience Flexible interface allows integration of third-party content management providers Web Content Management integration can be leveraged in multi channel environments Benefits Drive conversions with rich and relevant user experiences Provide dynamic content in a multichannel environment Open interface allows to leverage existing investments in Web Content Management *Coremedia is a SAP partner that provides a Web Content Management Solution. The interface is open to connect to any 3rd party Web Content Management Solution SAP AG. All rights reserved. 31

33 SAP Web Channel Experience Management Product Ratings and Reviews Product Ratings and Reviews Enable customers to leverage community-generated ratings and reviews increasing conversions Customer ratings and reviews enables customers to create, preview and submit product ratings and reviews Display ratings and reviews on the Web site within the product detail page and display average ratings within the product catalog Monitor ratings and reviews with a workflow-driven approval process before publishing or detect inappropriate reviews after publishing Filters help customers easily find the highest rated products Benefits Increase conversion rates via communitygenerated ratings and reviews Build trust and credibility with positive community reviews Gain customer insight while improving customer experiences 2012 SAP AG. All rights reserved. 33

35 Web Channel Experience Management 2.0 E-Commerce

37 Consistent customer experience across multiple channels Consistent customer experience across multiple channels Search product Check availability of products in store Check locations Add to cart Enter campaign code Buy products Pick up in store Search products Check availability Select closest store Add to cartt Enter campaign code Buy products Pick up in store 2012 SAP AG. All rights reserved. 37

38 Leverage existing investments in order processing and expose on the Web Leverage existing investments in order processing and expose on the Web Product Pricing, customer specific prices or list prices, free goods display Real time availability check or stock level indicator Product determination Order status Browse Catalog Check availability Log on View specific price Add to cart Free Goods displayed Real-time ATP Checkout Check order status 2012 SAP AG. All rights reserved. 38

39 Consistent and reliable E-Commerce Experiences We deliver Comprehensive Order Management Checkout & Payment including enhanced payment methods through easy integration of payment service providers In Store Pickup with availability check in store Gift Card Store Locator with map integration So you can Ensure consistent experience across all touch points Easily enable new e-commerce channels Leverage a comprehensive and real-time view of the customer to deliver the best personalized offer 2012 SAP AG. All rights reserved. 39

40 SAP Web Channel Experience Management Order Management Order Management Enable the end-to-end order management process online and increase the strategic value of your Web channel Shopping cart management provides a user-friendly and consistent interface across all ordering processes Order management delivers self-service for orders including customer specific pricing Order status delivers up to date status information regardless of the channel the order originated from Free goods are displayed in the shopping cart based on backend rules ATP-check provides accurate availability information in real-time Benefits Increase customer satisfaction with easyto-use graphical shopping processes Seamless crosschannel experiences Integrated, end-toend order management processes lower TCO 2012 SAP AG. All rights reserved. 40

42 Enable Multi Channel Scenarios with Retail In-store Pick-up In-Store Pick-up Enable multi channel order management processes providing choice and consistent experience to the customer Order online pick up in store process fully integrated into order processing. Customers can search for stores on the and decide to pick up the products at a store rather than have them delivered Availability of products displayed per store including distance to closest stores Benefits Increase customer satisfaction by offering more choice and flexibility Seamless crosschannel experiences Integrated, end-toend order management processes lower TCO 2012 SAP AG. All rights reserved. 42

44 Enable Multi Channel Scenarios with Retail Generic Article Fashion Articles Enable intuitive selection of size, color, and style characteristics Generic articles allow managing colors and sizes for fashion articles Characteristic values (e.g. a large red shirt) can be selected in the product catalog Retail-specific pricing conditions are supported Web shop customers can use filters in the product catalog to search for generic articles Benefits Increase customer satisfaction by offering more choice and flexibility Leverage SAP Retail investments Integrated, end-toend order management processes lower TCO 2012 SAP AG. All rights reserved. 44

46 SAP Web Channel Experience Management Checkout and Payment Checkout and Payment Enable a secure, complete checkout process Streamlined checkout enables customers to save their checkout data as a re-usable checkout profile and perform quick checkouts Guest users allows customers to place orders via guest registration Flexible guided navigation through checkout process Payment options provides customers with the flexibility to choose their preferred payment method (e.g. credit card, invoice, etc.) Payment service providers can be integrated into the checkout process based on predefined interface Benefits Reduce drop-off rates with easy and quick checkout processes Increase customer satisfaction through convenient payment options Easily integrate payment service providers 2012 SAP AG. All rights reserved. 46

48 SAP Web Channel Experience Management Gift Card Gift Card Make it convenient for customers to buy and redeem gift cards online End-to-end gift card process supports the sales and redemption of gift cards as well as linkages to back end processes Purchasing gift cards can be done by customers online after which an account with the respective gift card value is created Redeeming gift cards can be completed by gift card recipients during checkout in which gift cards are used as a payment option Split tender enables customers to leverage multiple different payment methods within one order Benefits Increase customer loyalty by delivering more purchasing options Drive revenue via an additional gift card purchasing option Seamless experience for customers to buy and redeem gift cards when shopping online 2012 SAP AG. All rights reserved. 48

50 SAP Web Channel Experience Management Store Locator Store Locator Store locator empowers customers to find store locations from which to purchase or service products Store locator allows customers to find the nearest locations where products are sold or serviced Mapping providers like Google Maps can be integrated to displays search results on a map, allowing users to see the locations of the stores with click-through to more details Driving directions from the customer s location to any store can be displayed both in text and on the map Benefits Increase customer convenience by making it easier to find store or service locations Drive more business across the entire ecosystem Streamline customer choice of interaction channel 2012 SAP AG. All rights reserved. 50

52 Web Channel Experience Management 2.0 E-Service

54 Knowledge at your fingertips Knowledge at your fingertips Search product View product detail Read product reviews View FAQs Read knowledge article Create service request Search product View product detail Read product reviews View FAQs Read knowledge article Create service request 2012 SAP AG. All rights reserved. 54

55 Get service at the right time Get service at the right time View registered products Select product Request service Select time slot View confirmation Service execution View registered products Select product Request service Select time slot View confirmation Service execution 2012 SAP AG. All rights reserved. 55

56 Friendly, Proactive, and Helpful E-Service Experiences We deliver Guided processes for selfnavigation Self-service management of accounts Service requests including appointment scheduling Service contract management Complaints and returns management Online product registration Knowledge management connectors to deliver community forums and selfservice support So you can Drive support traffic to lower-cost online channel Empower customers to research and resolve issues Foster customer community and crowd-sourcing 2012 SAP AG. All rights reserved. 56

57 SAP Web Channel Experience Management Knowledge Management by egain* Knowledge Management Empower customers to research and resolve their service issues with easy, self-service access to information Frequently asked questions (FAQs) highlight questions and answers to commonly encountered problems Knowledge base provides customers with quick and easy access to documents that offer solutions to specific issues Community forums allow customers to engage with each other by posting messages on relevant topics Top searches let customers view and re-use the most common solution searches on the site Online surveys empower customers to comment on their selfservice knowledge management experience and rate content Recommended solutions can be plugged into business processes to proactively offer solutions increasing the likelihood customers may solve their issue without assistance Benefits Enable customers to find solutions without direct assistance Enable knowledge sharing across the community Reduce the cost of customer service * These Knowledge Management capabilities are based on egain as a pre-integrated Knowledge Management solution. Knowledge Management connectors let you flexibly work with your preferred knowledge management solution SAP AG. All rights reserved. 57

59 SAP Web Channel Experience Management Live Support Live Support Provide immediate assistance to customers from within the Web site Text chat empowers customers to initiate conversations with customer service agents from anywhere in the application Context capture provides agents with the relevant contextual information to help every customer with their specific issue Integrated with Business Communication Management (BCM) and CRM Interaction Center Benefits Empower customers with the ability to immediately access support online Increase conversion rates through expert assistance Increase customer satisfaction and draw customers into selfservice channels 2012 SAP AG. All rights reserved. 59

61 SAP Web Channel Experience Management Complaints and Returns Management Complaints and Returns Management Give customers an easy way to solve a problem or return a good Complaints and returns provide customers with self-service access to log a complaint or initiate a return Sophisticated rules engine reduces the cost of service by automatically determining the best course of action for a complaint or return as well as automating its processing Return options allow customers to request either replacement or credit for a returned product RMA label printing empowers the user to print the label from the convenience of his location Recommended solutions can be integrated to proactively offer potential solutions increasing the likelihood customers may solve their problem without assistance Guided activity flows lead the user step-by-step through the complaints and returns submission process with intuitive visual cues Benefits Head off customer satisfaction issues with a streamlined process to handle product issues Reduce return-rate by proactively offering likely solutions 2012 SAP AG. All rights reserved. 61

63 SAP Web Channel Experience Management Service Request Management Service Request Management Give customers an easy way to request service or schedule a service appointment Service requests provide customers with self-service access to submit a service request Submission options enables submission of service requests for registered or non-registered products and eases the support process via reference to original sales orders Service appointment scheduling allows customers to select from available time slots which fit their schedule Recommended solutions can be integrated to proactively offer potential solutions increasing the likelihood customers may solve their problem without assistance Guided activity flows lead the user step-by-step through the service request submission process with intuitive visual cues Benefits Reduce the cost of support via selfservice while increasing customer satisfaction Reduce service request load by automatically offering likely solutions 2012 SAP AG. All rights reserved. 63

66 SAP Web Channel Experience Management Service Contract Management Service Contract Management Empower customers with the ability to view and extend service contracts online Service contracts can be viewed and extended online, both at header as well as at line item level Service contract determination allows customers to associate a service contract to a service request, complaint, or return Contract quotations can be created and accepted online to extend a service contract on the fly Contract timeframes allow customers to easily define the contract extension periods via the web Historical contracts can be retrieved and viewed for reference purposes Benefits Increase customer satisfaction by drawing customers into self-service channels Enable follow-on interactions with customers Turn your service center into a profit center by converting customer inquiries into contract extensions 2012 SAP AG. All rights reserved. 66

68 SAP Web Channel Experience Management Product Registration Product Registration and Installed Base Management Enable customers to register products and services, activate their warranty and view their installed base Product registration enables customers to register products online enabling vendors to send product notifications Sales order integration allows customers to conveniently register a product directly from their list of sales orders Warranty activation allows customers to activate their product warranty and view its details Installed base management enables customers to view their installed base online Benefits Capture and track customers for up-sell and cross-sell Enable follow-on interactions with customers Enable delivery of value-added services Maintain relationship for future sales 2012 SAP AG. All rights reserved. 68

70 SAP Web Channel Experience Management Account Self-Service Account Self-Service Empower customers with a personalized support homepage and streamlined user registration and account management My support homepage gives access all service and support related information My transactions provide personalized lists of service requests, service appointments, complaints, orders etc. My products provide personalized lists of registered products, including warranty information and service contracts Featured support topics can be integrated to show customers information relevant to the products they own (e.g. FAQs, discussions, etc.) Account management allows customers to register themselves and maintain their personal profiles online Benefits Deliver compelling customer experiences with a personalized E-Service homepage Proactively deliver helpful information to customers Streamline user registration and account management 2012 SAP AG. All rights reserved. 70

72 Web Channel Experience Management 2.0 Platform

73 Deploy, Configure, and Extend Web Channel Platform We deliver Step-by-step Web site setup and maintenance by business users So you can Reduce TCO and time to market Set up and configure your Web presence Make adjustments to Web sites as needs evolve Modular architecture enables organizations to flexibility configure the site as business needs change Flexible site extension for site customization via common Web design tools and a flexible UI framework Delivered with professional development tools (NWDI) and enhancement concept Complete, integrated business processes 2012 SAP AG. All rights reserved. 73

74 SAP Web Channel Experience Management Web Channel Platform Web Channel Platform Highly modular, flexible and optimized platform which provides agility and scalability in a rapidly changing business environment Web 2.0 technologies such as Ajax enable Rich Internet Applications (RIA) for improved online experiences for customers Modular architecture enables organizations to flexibly turn on or off processes and configurations as business needs change Flexible site extension allows Web site customization via common Web design tools Web site optimization to manage and optimize business processes ensuring high availability, scalability and security Benefits Rapid deployment to adapt to business changes Easily extend, customize and style Web sites using standard tools Ensure scalable, flexible support of Web channel business 2012 SAP AG. All rights reserved. 74

75 SAP Web Channel Experience Management Web Site Management Web Site Management Allows business users to quickly set up and configure Web sites and perform business changes without the need for IT Web channel builder leverages modular architecture enabling business users to easily build and modify Web sites by assembling reusable functional modules Easy configuration of Web sites including enterprise integrations business processes page layouts, visual themes, technical and functional settings, etc. Status management and approval process enable close control over validity and content of Web sites Multiple Web sites can be maintained and automatically activated based on validity dates Web site templates enable rapid and easy creation of Web sites Benefits Rapid set up and deployment of Web sites to adapt to business changes Maintain multiple versions of Web sites and activate them based on validity dates Empower business users and free up IT resources from Web site management 2012 SAP AG. All rights reserved. 75

77 SAP Web Channel Experience Management Web Channel Platform Architecture Firewall Firewall CRM ERP SAP Web Channel Experience Management CRM Server ABAP ERP Server ABAP Browser Web Sites / Applications NetWeaver ABAP NetWeaver ABAP SAP NetWeaver Java Server Product Catalog DMZ (Demilitarized Zone) 2012 SAP AG. All rights reserved. 77

78 Web Channel Faster and at Lower Cost Meet Business Demands Now and Grow into the Future SAP Web Channel Experience Management, version for SAP CRM Provide customers with a fully integrated Web experience with consistency across all touch points E-Commerce E-Marketing E-Service SAP Web Channel Experience Management, version for SAP ERP * Enable E-Commerce with SAP ERP without the need for a full SAP CRM implementation E-Commerce 2012 SAP AG. All rights reserved. 78

79 SAP Web Channel Experience Management Web Channel Analytics Web Channel Analytics Enables organizations to gain insight into, analyze, and act on e-business operations and trends Sales analysis allows organizations to analyze sales figures and sales-related information on their Web Channel application Service analysis enables organizations to evaluate the operational performance of their service efforts as well as analyze profitability to support differentiated levels of service Technical analysis allows to analyze the technical parameters and performance of a Web Channel application Benefits Tie insight to action Increase conversions and lower drop-off rates Drive more effective self-service Make adjustments and optimize business as your needs evolve 2012 SAP AG. All rights reserved. 79

80 Streamline Billing with SAP Biller Direct* SAP Credit Management SAP Biller Direct (Electronic Bill Presentment and Payment) SAP Collections and Dispute Management Check Credit Worthiness Issue Invoice Forecast Cash Finance Working Capital Resolve Disputes Collect Cash Settle & Pay Reconcile Receivables Management Supplement traditional billing procedures with SAP Biller Direct Electronic invoicing for businesses Electronic payment for customers Integrate customer service with finance *Can be integrated with Web Channel on project basis 2012 SAP AG. All rights reserved. 80

81 SAP Web Channel goes Mobile Success with Mobile Commerce enabled by Partners Mobile application support Native iphone application with backend communication based on web services Common communication layer to backend systems ensures consistent data regardless of the touch point (desktop or mobile) Reuse of existing backend data and processes Solution certified on SAP EcoHub (Swiss Grocer) 2012 SAP AG. All rights reserved. 81

82 Summary

83 Why SAP Web Channel Experience Management? Interactive, Innovative & Rich User Experiences Consistent Customer Experiences Across All Customer Touch Points Comprehensive E-Commerce, E-Marketing and E-Service on a Single Platform Robust, highly scalable and easily customizable Web Channel Platform Intuitive for Business Users to Setup, Manage and Extend Web Sites Ready for global rollout 2012 SAP AG. All rights reserved. 83

84 Thank You!