Transform into a Customer Centric Enterprise: SAP Customer ...
Transcript of Transform into a Customer Centric Enterprise: SAP Customer ...
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Transform into a Customer Centric Enterprise: SAPCustomer Data Management Strategy and RoadmapRatul Shah, SAP
June 2021
Sergey Krayniy, SAP
June 2021
2CONFIDENTIAL© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Consumers Have
High Expectations
Easy and user
friendly
Always
available
Quality and
value
Security and
trustworthiness
Great
customer
service
Meets and
exceeds
expectations
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Consumers
are demanding
freedom
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THE ERA OF CUSTOMER FREEDOM MEANS CUSTOMERS ARE IN CONTROL
Customers have the freedom to …
EXPLORE
INTERACT
CHOOSE
UNDERSTAND
ENGAGE
DELIVER
Companies need to…
Unlock customer understanding through hyper-personalization
Accelerate brands’ customer engagement with precision to maximize impact
True transparency by connectingthe entire end to end process:
Enabling brands to deliver the promise
Customer centricity outcomes: Human + Digital become companions
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Businesses
need to pivot
to become
customer
centric
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BU
SIN
ES
S P
RO
CE
SS
BUSINESS TECHNOLOGY PLATFORM
DATABASE & DATA MANAGEMENT APPLICATION DEVELOPMENT & INTEGRATION INTELLIGENT TECHNOLOGIES
TE
CH
NO
LO
GY
COMMERCE SALES SERVICEMARKETING
CUSTOMER DATA PLATFORMCu
sto
me
r id
en
tity
AP
PL
ICA
TIO
N
Experience management
SAP Customer Experience
ANALYTICS
Customer engagement and relationships powering the Intelligent Enterprise
Network & spend management
Human experience management
Supply chain management
ERP & finance
Cu
sto
me
r c
on
se
nt
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Customers Demand More, Win On Experience
Enterprises need
to…
Build trust, satisfy
privacy regulations
Activate across
all channels
Understand
your customer
Get data right
80%Of customers feel they
have little or no control
of their data2
Experience is the
battleground.
Deliver on
the promise
Know and
understand me
My terms,
I’m in control
Be ready when
I’m ready
86% Of customers value
experience over products1
But, it’s
not easy.
Too many
data silos
Inconsistent data-
collection practices
Inability to manage
data volume
77%Of organizations fail to
connect insight in real
time across channels3
1., 2., 3. “Exceeding Customer Expectations with the Next-Generation Customer Data Platform,” 451 Research, a part of S&P Global Market Intelligence, commissioned by SAP, 2020.
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The Challenge: Customer Data is Everywhere
EXPERIENCE
MANAGEMENTSERVICEPOS
CX
OP
ER
AT
ION
S
CU
ST
OM
ER
DA
TA
CRM COMMERCE MARKETING DMP
TO
UC
HP
OIN
TS
Social Web MobileIn-store/
Branch
Store
Employee
Contact
CenterIoT Feedback
SMS/
NotificationsEmail Other
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CUSTOMER
The Customer Data Challenge Goes Beyond Identity Management
IDENTITY
1ST PARTYPROFILE
CONSENT
3RD PARTYDATA
Point ofSale
PageViews
Orders &Purchases
ServiceTickets
EmailOpens
SocialOffline/
In Person
LoyaltyStatus
AppInteractions
ChatBot
Surveys
Wishlist's
Events
TO EXCEED CUSTOMER EXPECTATIONS, COMPANIES NEED TO…
Unlock this customer insight across any system of engagement
Know and understand customers across the customers own unique journey
Move at real-time to meet the customers expectation of relevance in those moments of engagement
Deeply understand why, when and how data can be used with a data privacy core
Build the data foundation for hyper-personalization, across any channel, at any time
UNSTRIUCTURED
REAL-TIME
STREAMING
BATCH
STRUCTURED
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SAP CUSTOMER DATA SOLUTIONS– FOUNDATION FOR FUTURE
Fragmented experiences
Unified omnichannel
personalization
Differentiated Intelligence & Insight
Data Unification
Data Privacy & Consent
Management
Digital Customer Identity (CIAM)
SAP IDENTITY
SAP CONSENT
Build Trusted Customer Relationships
SAP Customer Data Platform
Unified Customer Profile
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SALES SERVICE COMMERCE MARKETING
AND BEYOND
BRAND A – REGION EU BRAND B – REGION US
IoT, Other…CRM
CUSTOMER IDENTITY & ACCESS MANAGEMENT
ENTERPRISE CONSENT & PREFERENCE MANAGEMENT
The SAP Customer Data Solutions
B2C & B2B
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Rise Above The Challenges
Data ingestion
Connectors and an API allowreal-time collection of key events
such as purchases, loyalty actions, warranty registration
across touch points, and systems.
Events are brought together into both a contextual and unified
customer profile, providing both deterministic and probabilistic
views to be established.
Real-time segmentation and advanced analytics allow
insights to be gained, allowing dynamic journeys to be realized.
Connectors allow the audience and journey information to be sent downstream to provide compelling
customer experiences.
Identity resolution Insight Engagement
Consent and purpose
SAP
Salesforce
Adobe
Microsoft
Marketo
Emarsys
Monetate
Acquia
Sailthru
Cheetah Digital
Optimizely
Mailchimp
S3
and others…
Adobe
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SalesOnline Offline
IN-THE-MOMENTCUSTOMER PROFILE
ANONYMOUS
KNOWN
ACTIVITIES & EVENTS
1st PARTY DATAASSET
3rd PARTY DATAENRICH
Truly Know Your Customer
Service
Commerce
HYPER PERSONALIZATION
Broader reach and effectiveness
Marketing
TRUSTED RELATIONSHIPS
Reduce cost and risk
Loyalty
XM
OMNI-CHANNEL RELEVANCE
Retain customers, increase wallet size
CIAM ECPM OTHER…
ORDERS & PURCHASES
FEEDBACK, TICKETS, CHAT BOT
MANY MORE…
DATA PRIVACY CORE
Across any system of engagement at the right time
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SAP Customer Data Solutions – Putting it all together
Real-time calculated attributes
Real-time segmentation
AUDIENCE MANAGEMENT
Analytics
Machine learning models
Data science tools
New customer
single
purchase
High value
in-store and
online
Recent NPS
drop, probable
churn
Social
advocate
Dynamic journey orchestration
Audience management
Model
Data
qualityEnrichment
ID
resolution
Customer
profile
Purpose and
consent
SAP Customer Data Cloud
Consent and preferences -- ECPMC
onnecto
rs | S
tream
| A
PI | B
atc
h
Commerce (orders, views…)
Native app (activities, events…)
CRM (1st-party data)
1st-party digital profile -- CIAM
Strategic (2nd-party data)
Enriched (3rd-party data)
Service engagements (tickets…)
Marketing (e-mail, push, SMS…)
Experience (feedback, ratings…)
Social (Facebook, Twitter, Insta…)
More…
Data ingestion Identity resolution Insight Engagement
Consent and purpose
Real time
Purpose and consent
Low-code, no-code connectors
Batch
Commerce
Service
Marketing
XM
Back office
More…
SAP
Emarsys
Microsoft
Hubspot
Zendesk
Optimizely
Sailthru
Hubspot
Salesforce
Mailchimp
Marketo
S3
and others…
Constant Contact
Cheetah Digital
Adobe
Monetate
Acquia
Acoustic
Campaign
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The SAP Customer Data Platform Brings it All Together
IDENTITY &
PRIVACYCOMMERCE SALES SERVICE
EXPERIENCE
MANAGEMENTMARKETING
PARTNER
…
CUSTOMER DATA PLATFORM
DATA COLLECTION INGESTION & RESOLUTION INSIGHT ENGAGEMENT
Social Web Mobile In-store/
Branch
Store
Employee
Contact
Center
IoT Feedback SMS/
Notifications
Email OtherCh
an
nels
Cu
sto
me
r E
xp
eri
en
ce
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IMPORTANCE OF FIRST-PARTY DATA
41% of advertisers rely exclusively on 3rd party data
73% of brands are concerned with new privacy laws
36% of brands say that improving customer trust is a top priority
Today´s consumers are becoming more privacy conscious
Minimal privacy concerns around first-party data
20PUBLIC© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀReference: https://www.cdpinstitute.org/
by knowing customers online
and offline
30% revenue increase
by leveraging pre-defined
integrations
Quicker time to value
by offering a customer facing 360
view of all interactions & self-
service options
20% reduction in incoming
call center contacts
by proactively reaching out
after a bad experience
100% increase in customer
reactivation rate
by offering better
recommendations
2 times increase in
purchase rate
by targeting your customers
in a more personalized way
3 times conversion rate
SAP Customer Data Solutions can deliver immediate business impact
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SAP Customer Data Platform
Customer insight foundation ready for when the
customer chooses to engage
Customer profiles built the right way and on the
customers’ terms
Hyperpersonalized, omnichannel experiences for
the enterprise
Ability to connect SAP and non-SAP platforms
in real time
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What’s coming next?
Business2Everyone Native integration into SAP ecosystem
Secure customer engagement Global expansion
Intelligent customer lifecycle management
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Capabilities Roadmap
SAP Customer Data Portfolio
CIAM 2021 Roadmap ECPM 2021 Roadmap CDP 2021 Roadmap
▪ Additional Data Centers– additional hosting
environment on MS Azure in EU, support B2B in
Russian data center.
▪ Secure Customer Engagement – Protect brand
reputation by defending against malicious
traffic leveraging relevant collected metrics and account
take over.
▪ User Experience Enhancements – Continue to reduce
friction during onboarding by offering additional
password-less authentication options and A/B testing
capabilities.
▪ Integration Enhancements – native integration with
SAP Commerce(Upscale), Emarsys, and MDI.
▪ Administration Enhancements – Console and
dashboards redesign for flexibility and
transparency. Faster time to market with Mobile Native
screen editor.
▪ Consent Management–Make SAP Consent Solution a
central consent repository with the enterprise by
managing the entire life-cycle of localized consent
versions at enterprise scale and supporting import of
historical consent.
▪ Compliance Enhancements– Support flexibility in
defining different retention periods for the consent
transactions for the entire vault and per purpose for
global, regional, industry specific compliances.
▪ Enterprise Scale – Support larger number of consent
statements & Subscription definitions
▪ Cookie Consent – consent based on IAB TCF version
2, supporting publishers registered on GVL
(Global vendor list, that declare all the processing
purposes they might use consumer data for.
▪ Additional Data Centers- Offer additional data center
in North America.
▪ System Administration– single authentication from
your CIAM / ECPM User Interface and the CDP and
offer non-production and production workspace
environment configuration to verify changes before
being made in production
▪ Connectivity Enhancement – support integration to
all CX portfolio and S/4 HANA based on defined by
Industry Cloud(s) use cases.
▪ Product Enhancement – support marketing and
operational use cases by managing two views in one
platform: contextual Profile (deterministic) and Unified
Customer Profile (opportunistic) for every customer.
Extending platform to support general B2B use case.
B2B & B2C
Sergey Krayniy
Head Of Product, SAP Customer Data Solutions
Ratul Shah
Head Of Product Marketing, SAP Customer Data Solutions
Thank you.
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