Customer Engagement ed e-commerce: un cliente, diversi percorsi, infinite possibilità
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1 Customer Engagement ed e-commerce: un cliente, diversi percorsi, infinite possibilità Roberto Lei, Sales Director Southern Europe 21/04/2015 E-commerce Netcomm Forum 2015
2 Source : RetailMeNot and the Centre for Retail Research
3 Source : Econsultancy / Redeye: Conversion Rate Optimization Report
4 Source : Voucherbox.co.uk
5 Source : Barilliance
6 Source : Barilliance
7 Source : Nextopia
8 Source : Nextopia
9 DISCOVER NEED RESEARCH RECEIVE OFFER TRACK ORDER BUY RECEIVE PACKAGE MISSING ITEM POST REVIEW SETUP PHONE BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE JOIN GROUPS NETWORK ISSUE CHANGE ADDRESS RESTART SERVICE RECEIVE OFFER REFER FRIENDS WEB PRINT DIGITAL ADS WORD OF MOUTH SOCIAL RETAIL STORE WEB SHOP REVIEWS CONTACT CENTER WEB SHOP SOCIAL RETAIL STORE WEB SHOP CONTACT CENTER CONTACT CENTER RETAIL STORE CONTACT CENTER CONTACT CENTER SOCIAL WORD OF MOUTH SOCIAL YOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE. SEARCH KW/ADS WEB SHOP WEB SHORT LIST TV BRANDED COMMUNITY SUPPORT PORTAL SUPPORT PORTAL
10 SHOP & BUY RESTART SERVICE SHOP & BUY SHOP & BUY RECEIVE PACKAGE MISSING ITEM SETUP PHONE BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE NETWORK ISSUE CHANGE ADDRESS DISCOVER NEED REFER FRIENDS POST REVIEW JOIN GROUPS RESEARCH RECEIVE OFFER TRACK ORDER BUY RECEIVE PACKAGE MISSING ITEM POST REVIEW SETUP PHONE BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE JOIN GROUPS NETWORK ISSUE CHANGE ADDRESS RESTART SERVICE RECEIVE OFFER REFER FRIENDS SHORT LIST AWARENESS DISCOVERY CONSIDERATION ACTION ACTION ADVOCACY ADVOCACY CONSIDERATION USE INTEREST USE YOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE. WEB PRINT DIGITAL ADS WORD OF MOUTH SOCIAL RETAIL STORE WEB SHOP REVIEWS CONTACT CENTER WEB SHOP SOCIAL RETAIL STORE WEB SHOP CONTACT CENTER CONTACT CENTER CONTACT CENTER SOCIAL WORD OF MOUTH SOCIAL SEARCH KW/ADS WEB SHOP WEB TV BRANDED COMMUNITY SUPPORT PORTAL SUPPORT PORTAL RETAIL STORE CONTACT CENTER
11 CHANGE ADDRESS POST REVIEW MAKE PAYMENT SHOP & BUY JOIN GROUPS SHOP & BUY SETUP PHONE SHOP & BUY RECEIVE PACKAGE MISSING ITEM NETWORK ISSUE PHONE DAMAGE RESTART SERVICE ONE CUSTOMER. BILLING ISSUE TERMINATE SERVICE REFER FRIENDS
12 SHOP & SHOP & BUY BUY SHOP & BUY SETUP PHONE BILLING ISSUE SERVICE REFER FRIENDS MANY JOURNEYS.
13 SHOP & SHOP & BUY BUY INFINITE POSSIBILITIES.
14 THE MAJORITY OF BUSINESSES CAN T SUPPORT AN OMNICHANNEL CUSTOMER JOURNEY. JUST 12% CAN PROVIDE A SEAMLESS HAND-OFF BETWEEN CHANNELS. SOURCE: Forrester Wave Customer Service Solutions 2014
15 LEGACY APPLICATIONS, INTEGRATION CHALLENGES, AND DATA SILOS MAKE THIS IMPOSSIBLE TODAY. CRM. WEB CMS. MOBILE. MARKETING. OMS. STORES. CONTACT CENTERS. ETC. 15
16 TECHNOLOGY HAS CREATED A BARRIER BETWEEN CUSTOMER AND REVENUE. BOTH BRAND AND CUSTOMER ARE UNABLE TO CONDUCT SEAMLESS AND EFFICIENT BUSINESS BACK OFFICE ERP Warehouse Store System CRM Data- Data (products, customers, orders, pools inventory) Suppliers
17 WEB SOCIAL MOBILE ADVERTISING THIS IS WHAT MARKETERS DO TODAY! Marketers bombard customers with irrelevant messages. Not targeted, not relevant. WEAPONS OF MASS DISTRACTION. Enough is enough.
18 WHAT THEY MAY DO THE CUSTOMER WHAT THEY ARE DOING NOW REAL-TIME CONTEXT PRESENTATION OF RELEVANT CONTENT ACROSS TOUCHPOINTS [ SITES, APPS, ADS, ] WHAT THEY HAVE DONE
19 WE ATTACK THE CORE OF THIS PROBLEM
20 Web Mobile POS Call Center Social Print TV Single Source of Truth Single view of product Single view of inventory Single view of customers Single view of orders Single Source of Truth ERP WMS PLM CRM Data Pools
21 OUR VISION
22 SAP CUSTOMER ENGAGEMENT & COMMERCE OMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM web mobile In store/branch contact center digital goods marketplace print social search digital ads Experience Management Commerce Marketing Service Sales MDM for Customer Engagement & Commerce (product, customer, order) Infrastructure, Platform, Integration
23 MAGIC QUADRANT FOR DIGITAL COMMERCE (GARTNER) September 2014
24 ENGAGE. AMAZE. INSPIRE.
25 THANK YOU
CUSTOMERS ARE HARDER TO ENGAGE THAN EVER.
Customer Engagement & Commerce: un cliente, diversi percorsi, infinite possibilità Ivano Fossati, Director Business Development EMEA CoE CUSTOMER ENGAGEMENT CUSTOMER ENGAGEMENT CUSTOMERS ARE HARDER TO
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