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Engaging the Digital Connected Customer - with Albert Yip

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Learn how you can engage with digitally connected customers and why building such meaningful relationships with these customers is a priority for today’s businesses. We also explore how to win and have a unique, differentiated customer experience, from real-life customer success stories.

For more info from SAP Hybris, please visit us at: https://hybris.com

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Engaging the Digital Connected Customer - with Albert Yip

  1. 1. May 8, 2018 Albert Yip, SAP Hybris Engaging the Digitally Connected Customer with SAP Hybris
  2. 2. 2© 2017 SAP SE or an SAP affiliate company. All rights reserved. “By 2018, one third of the top 20 in every industry will be disrupted by digitally transformed competitors.” Frank Gens, Chief Analyst, IDC
  3. 3. 3INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ WHY IS BUILDING DIGITAL RELATIONSHIPS WITH CUSTOMERS AN IMPORTANT PRIORITY FOR COMPANIES?
  4. 4. 4INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  5. 5. 5INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ ASIA PACIFIC: LOVE DIGITISED 50% of the world’s Internet users are in APAC 87% of Hong Kong’s population are Internet users
  6. 6. 6INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Choosing a brand is now as easy as swiping right or left. Time Attention Money
  7. 7. 7INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Businesses must understand themselves, but more importantly, understand consumers’ needs and desires. ASIA PACIFIC: LOVE DIGITISED SAP Hybris commissioned a survey in March 2017 March 2017 Over 7,000 consumers across the APAC
  8. 8. 8INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ SHARING IS CARING: ESTABLISHING TRUST IN A RELATIONSHIP 82% of respondents were willing to share some information with brands, with Japan being the most shy at 52%. Shopping history and references 50% 51% 27% 53% 56% 55% 63% 59%63% 68% 32% 66% 57% 51% Email address
  9. 9. 9INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Consumers are now ‘high maintenance’, but they can afford to be with the brands actively seeking them out. Consumers expecting response within 24 hours 91% 93% 88% 94% 83% 86% 94% SHOW ME YOU CARE: DON'T LEAVE ME HANGING
  10. 10. 10INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ TOP REASONS CONSUMERS BREAK UP WITH BRANDS Use information without knowledge Unresponsive customer service Spamming unnecessarily Makes mistakes more than twice 78% 73% 60% 49%
  11. 11. 11INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ What does it mean?
  12. 12. 12INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ THE PROGRESSION OF ECONOMIC VALUE Commodities Goods Services Experiences Joseph Pine, The Experience Economy Extract Make Deliver Stage Commoditized Commoditized Availability Cost Quality Authenticity Transformation
  13. 13. 13INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ How to Win?
  14. 14. 14INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Before we look at how we compete for the best customer experience… Available when I want it Price I am willing to pay Quality that meets my expectation Enjoyable Experience and Aspiration to Transform
  15. 15. 15INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ What Differentiate an Experience?
  16. 16. 16INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Authenticity
  17. 17. 17INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Be Accountable
  18. 18. 19© 2017 SAP SE or an SAP affiliate company. All rights reserved. Introducing the Sharing Economy DIGITAL ECONOMY SHARING ECONOMY
  19. 19. 20© 2017 SAP SE or an SAP affiliate company. All rights reserved. Outcome-based business models are disrupting all industries TransportationSportswear GPS and Navigation Retail Hardware EnergySoftwareMedia & Entertainment Consumer Products Food & Beverage
  20. 20. 21INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Build Trust
  21. 21. 22STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Need: Building trust and transparency in the customer journey Consideration Conversion Retention Advocacy Privacy built into Customer Experience by Design CONVERTCOLLECTCONNECT users to brands consent and preferences users into brand advocates
  22. 22. 23STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Identity is not binary…
  23. 23. 24STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Build profile over time by delivering value in exchange for information ANONYMOUS KNOWN Awareness Consideration Conversion Retention Advocacy ANONYMOUS KNOWN
  24. 24. 25STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ ANONYMOUS KNOWN Awareness Consideration Conversion Retention Advocacy ANONYMOUS KNOWN Anonymous Interactions Newsletters Promotional Offers From anonymous to known: Opportunities to build profiles progressively Building rich profiles along the customer journey with privacy at the forefront
  25. 25. 26STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Newsletter subscriptions or promotional offers require limited information …recognizes them by name. Consumers are more likely to buy from a retailer 56%
  26. 26. 27STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ From anonymous to known: Opportunities to build profiles progressively Building rich profiles along the customer journey with privacy at the forefront ANONYMOUS KNOWN Awareness Consideration Conversion Retention Advocacy ANONYMOUS KNOWN Anonymous Interactions Newsletters Promotional Offers Registration & Login across brands, sites & apps
  27. 27. 28STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Increase conversions by at least 30% with registration or social login
  28. 28. 29STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ From anonymous to known: Opportunities to build profiles progressively Building rich profiles along the customer journey with privacy at the forefront ANONYMOUS KNOWN Awareness Consideration Conversion Retention Advocacy ANONYMOUS KNOWN Anonymous Interactions Newsletters Promotional Offers Registration & Login across brands, sites & apps Build Permission-based Profiles
  29. 29. 30STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Stop guessing what your customers want…just ask! …knows their history, likes and interests. 65% Consumers are more likely to buy from a retailer
  30. 30. 31STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ What you need to build profiles progressively Building rich profiles along the customer journey with privacy at the forefront ANONYMOUS KNOWN Awareness Consideration Conversion Retention Advocacy ANONYMOUS KNOWN Anonymous Interactions Newsletters Promotional Offers Registration & Login across brands, sites & apps Progressive Profiling Build trusted relationships with preference and consent management Create a single unified view of customer to share across your business Deliver an excellent customer experience to connect users to brands1 2 3
  31. 31. 33INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Make It Easy
  32. 32. 34© 2017 SAP SE or an SAP affiliate company. All rights reserved. MULTIPLE BUSINESS MODELS AND ROUTE TO MARKET One Technology Stack Buying Group Distributor Manufacturer Consumer Retailer Estore Marketplace Direct to Consumer Traditional stores Modern trade Marketplace operator Indirect Direct
  33. 33. 35© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  34. 34. 36© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  35. 35. 37© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  36. 36. 38© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  37. 37. 39© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  38. 38. 40© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  39. 39. 41© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  40. 40. 42INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Keeping Promises
  41. 41. 43© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  42. 42. 44© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  43. 43. 45© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  44. 44. 46© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  45. 45. 47INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Be Present
  46. 46. 48© 2017 SAP SE or an SAP affiliate company. All rights reserved. Our world is turning conversational Messaging platforms are the new OS 2,0 billion active users monthly Since 2014, the global market for smart machines has been growing at a CAGR of 19.7% and will reach $41.22 bn in 2024 1,3 billion active users monthly 900 million active users monthly
  47. 47. 49© 2017 SAP SE or an SAP affiliate company. All rights reserved. The customer support bot offer Our offer includes an end-to-end bot platform customer support bots off-the-shelf a world-class language processing technology powered by deep learning We provide a customer support AI solution to revolutionize your customers’ journeys
  48. 48. 50© 2017 SAP SE or an SAP affiliate company. All rights reserved. Off-the-shelf customer support bots integratable in a few days! Our bots can be integrated in all your users’ favorite channels All our off-the-shelf bots are pretrained and can be used efficiently right away Pre-trained Multi-channel We support every language such as English, Russian, Arabic, Dutch, etc! Multilingual Our bots can understand any language in the world! and many more! and many more! Insurance, order tracking, routing, premium account, etc!
  49. 49. 51© 2017 SAP SE or an SAP affiliate company. All rights reserved. Buyers advisor The bot helps the customer choose the best tires for its vehicle through an interactive user interface on Messenger. Hi, I need to change the tires of my Citroen C2 Michelin simplified its buying process with an AI powered tire advisor What is the size of your car’s current tires? 175/65 R14 82T What is the motorization of your C2? 1,1 l 60 Thanks! I can suggest different tires:
  50. 50. 52INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Be Innovative
  51. 51. 53© 2017 SAP SE or an SAP affiliate company. All rights reserved. Actionable events and dataDark Data Take streams of unused data…. …create meaning… …and empower the customer experience.
  52. 52. 54© 2017 SAP SE or an SAP affiliate company. All rights reserved. Commerce Data file and data model mapping Product Dynamic Pricing Product Classification Suggestion Commerce Conversational Interface - Chatbot Sales Lead & Opportunity Scoring Predictive Sales Forecasting Retail Shelf Imaging Intelligence Deal Influencer & Sales Activity Recommender Sales Conversational Interface - Chatbot SAP Leonardo Marketing Buyer Purchase Likelihood Scoring Customer Engagement and Loyalty Scoring Customer Retention Insight Product/Offer Recommender Marketing Channel and Best Contact Time Recommender Service Ticket Intelligence Ticket Template and Solution Recommender Product/Offer Recommender for Service Agents Self-service Conversational Interface Field-service Conversational Interface Machine Learning - leveraging the power of SAP
  53. 53. 55INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Be Flexible
  54. 54. 56© 2017 SAP SE or an SAP affiliate company. All rights reserved. Agility is required: organization and architecture Low risk, low cost, fail and adapt faster. Evolved relationship with vendors and partners. Scalable, stable, integrated, performant apps and platform. A core set of persistent, secure data services. Ability to run at multiple speeds.
  55. 55. 57© 2017 SAP SE or an SAP affiliate company. All rights reserved. COMPLEXITY MAKES AGILITY IMPOSSIBLE. CRM. WEB CMS. MOBILE. MARKETING. OMS. STORES. CONTACT CENTERS. ETC.
  56. 56. 58© 2017 SAP SE or an SAP affiliate company. All rights reserved. THE COREWE ATTACK OF THE PROBLEM
  57. 57. 59© 2017 SAP SE or an SAP affiliate company. All rights reserved. EXPERIENCE MANAGEMENT COMMERCE SERVICEMARKETING SALES REVENUE Shared Core Services S/4 HANA Back Office SAP Hybris Front Office Simplifies & differentiates customer processes Simplifies & optimizes core processes EXTENSIONS SAP CLOUD PLATFORM DATA MANAGEMENT (E.G. PRODUCT, CUSTOMER) / ANALYTICS DIGITAL CORE SIMPLIFIED FRONT-OFFICE / BACK-OFFICE SYNERGIES PROCESS MANAGEMENT (QUOTE, ORDER ORCHESTRATION) MACHINE LEARNING / ARTIFICIAL INTELLIGENCE / INTERNET OF THINGS
  58. 58. 60© 2017 SAP SE or an SAP affiliate company. All rights reserved. TRANSFORM AGAIN AND AGAIN AND BE AS AGILE AS YOUR CUSTOMERS SAP Hybris helps you DELIVER PERSONALIZED EXPERIENCES IN CONTEXT ORCHESTRATE PROCESSES AND DATA TO SIMPLIFY YOUR FRONT OFFICE
  59. 59. 61© 2017 SAP SE or an SAP affiliate company. All rights reserved. Deliver personalized experiences in context What they may do Real-time individualization from profile Personalized experiences at each touchpoint What they have done What they are doing nowThe customer
  60. 60. 62© 2017 SAP SE or an SAP affiliate company. All rights reserved. Orchestrate processes and data to simplify your front office
  61. 61. 63© 2017 SAP SE or an SAP affiliate company. All rights reserved. Transform again and again and be as agile as your customers
  62. 62. 64© 2017 SAP SE or an SAP affiliate company. All rights reserved. Transforming Customer Engagement by creating a Connected, Intelligent Enterprise …
  63. 63. MANAGE FOR TODAY INNOVATE FOR TOMORROW.
  64. 64. 67© 2017 SAP SE or an SAP affiliate company. All rights reserved. THANK YOU!

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