SAP FORUM İSTANBUL 2016 - HIZLA GELİŞEN VE BÜYÜYEN HYBRIS ÜRÜN AİLESİNİN YENİ ÜYELERİ İLE TANIŞIN
18
SAP FORUM İSTANBUL Reimagine Business for the Digital Economy HIZLA GELİŞEN VE BÜYÜYEN HYBRIS ÜRÜN AİLESİNİN YENİ ÜYELERİ İLE TANIŞIN Konuşmacı Adı : Çağrı Gökbayrak Firma Adı : SAP
SAP FORUM İSTANBULReimagine Business for the Digital EconomyHIZLA GELİŞEN VE BÜYÜYEN HYBRIS ÜRÜN AİLESİNİN YENİ ÜYELERİ İLE TANIŞINKonuşmacı Adı : Çağrı GökbayrakFirma Adı : SAP
SAP HybrisÇağrı GökbayrakSolution Manager
“By 2018, one third of the top 20 in every industry will be disrupted by digitally transformed competitors.”Frank GensChief Analyst, IDC
Sunan
Sunum Notları
Everyone has heard the stories about Amazon disrupting the book business, Uber disrupting the taxi business, iTunes – and now Spotify – disrupting the music business. The reality is that every industry is experiencing disruption RIGHT NOW. In a few short years there’s a good chance that the industry leaders we know today will have been displaced by digitally transformed competitors.
DIGITAL ECONOMYCONSUMER ECONOMYINDUSTRIAL ECONOMY
1900 1950 2000
SCARCITY
ABUNDANCE
DESIRE ENGAGEMENTPRODUCTS
Welcome to the digital economy
Sunan
Sunum Notları
To understand why, we need to look at how economic transformation is driven by interlinked cycles of scarcity and abundance. 100 YEARS AGO, IN THE EARLY 1900s: Henry Ford introduces the first assembly line for manufacturing the Model T, available in “any color as long as it’s black”, because quick-drying paint was only available in black and therefore kept the line running the fastest. Cars had previously been a scarce and expensive product, accessible only to the richest. But with the lower costs introduced by assembly line manufacturing the price of a car dropped rapidly to $260 by 1925. Assembly line workers earning $5 a day could earn enough to buy one themselves for a few month’s wages. It was the beginning of the move towards abundance of manufactured products. BY THE 1950s: The perfection of assembly line manufacturing was driven by World War II and major industrial nations now have manufacturing know-how in abundance and can mass produce household goods cheaply and in abundance. The Industrial Economy reaches its apogee. What is now scarce is desire for those goods. The heads of corporations are no longer product inventors or manufacturing and operations experts, but rather sales and marketing leaders. TV mass media and Ad agencies all over the world enter their golden age for making people desire refrigerators, cars, toys and services. The Consumer Economy Begins. 10 YEARS AGO in the 2000s: Millennials grew up tuning out from TV and not clicking on generic web banner ads. People no longer want to be bombarded with an abundance of mass-marketing messages, they refuse to be passive “consumers.” The Consumer Economy only lasted two or three generations and is crumbling quickly. Instead what is now scarce is true engagement in experiences and in this Digital Economy every act of engagement is now captured to create a data stream that fuels context and drives continuous improvement in the experience.
Reaching 50 Million users
REACHING 50 MILLION USERSIt took about 75 years for the telephone to connect 50 million people. Today a simple iPhone app like Draw Something can reach that milestone in a matter of days. In the past 10 years the rate of adoption of new technologies has accelerated at a dizzying speed. Can we keep up with it all?
75 YEARS
38 YEARS
13 YEARS
4 YEARS
3.5 YEARS
2 YEARS
2.5 YEARS
50 DAYS
35 DAYS
Online ads are mostly ignored
Customers are Hard to Engage
Customers are often already far along in the buying process before a first interaction with sales
Consumers prefer to stop doing business with a company after they experience poor customer service
engagement with customers17% of businesses’ existing
CRM systems have no way to track customer social media interactions
76,3% of businesses still can’t be contacted
by social media56,6%
Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015
11 siloed channels
15 systems hold customer data
The Typical Marketing & Commerce Landscape
Sunan
Sunum Notları
Many organizations hadn’t had the opportunity to sit down and consider the holistic strategy for MarTech within their organization. And based on many factors and reasons, majority of the marketing technology landscape is in disarray condition. According to our recent research with Forrester revealed that on average marketing organizations have: On average marketing organizations leverage 11 interaction channels (emails, web, social media, mobile apps, call center, etc…) that are mostly siloed, and most of the systems aren’t integrated, In fact, the Forrester study revealed on average marketers have 15 separate systems that house various facets of customer information. The amount of effort required to pull together customer information from multiple interaction systems and to accurately identify, attribute, and manage customer data is a huge undertaking.
Majority of companies don’t know much about their customers
Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015
Only 16% capture customer intent and deliver real-time1
Only a minority of companies deliver a personalized experience across channels
The Results: A Broken Experience
????
Sunan
Sunum Notları
Little to minimal customer insights – data management is hard, only have basic customer information, and given available data, only can do marketing blasts. In fact, according to the latest eMarketing report, 96% of marketers don’t have a comprehensive single view of the customer and that 80% don’t understand their customers beyond the basic information (name, address, and products bought). Not in sync with the dynamic customer – Not really listening nor capturing customer signals, and too slow to react resulting in missed customer opportunities, or irrelevant offers and promotions Similarly in the Forrester research only 16% is able to capture customer intent and deliver real-time behavior-based marketing engagement across all channels. Unmet customer needs – can’t consistently recognize customers across departments, hard time coordinating customer experiences across interaction channels resulting in poor customer experiences CMO Council study reported that only 28% of marketers deliver personalized experiences across channels (i.e. sales, service, and commerce)
BUT THE CHOİCES ARE OVERWHELMİNG AND ASSEMBLİNG A SOLUTİON CANQUİCKLY MAKE THINGS WORSE.
SOURCE: cheifmartech.com
Sunan
Sunum Notları
2014 – 947 companies, 2015 - 1876 companies
THE COREWE ATTACK OF THE PROBLEM
Our Solution
WEB CONTACTCENTER
DIGITALGOODS
MOBILE SMS/NOTI-FICATIONS
EXPERIENCE MANAGEMENT
PLATFORM, INFRASTRUCTURE, INTEGRATION
DATA & PROCESS MANAGEMENT
COMMERCE MARKETING SERVICE SALES
AGENT TOOLSIN STORE/BRANC
H
SOCIALMEDIA
MARKET-PLACES
EMAIL
@
PRINTINGDIGITALADVERTISING
SEARCHKW/ADS
IOT
Sunan
Sunum Notları
With the Digital Banking solutions based on the SAP HANA platform, SAP offers comprehensive real-time functionality for the entire customer-centric value chain – from marketing and sales to customer service and beyond. By combining operative and analytical processes with a standard data set, SAP HANA enables real-time processes for a consistent, relevant, cross-channel customer experience. SAP HANA supports the analysis of structured and unstructured information in real time and achieves a significantly improved understanding of customer preferences from which to derive individualized product and service offerings. The Process Orchestration layer combines the operative customer and business transaction processes with the handling systems, creating the process control and orchestration layer for the operative SAP core banking applications and non-SAP applications. Operative contract management – for example: current accounts, savings accounts, investment accounts, and credit facilities – then takes place in SAP core banking. The transactions that involve the respective contracts are also posted.
In-context Content Management
Cross-device Publishing via Workflow
Test, Validate, & Optimize
EXPERIENCE MANAGEMENT
PLATFORM, INFRASTRUCTURE, INTEGRATION
DATA & PROCESS MANAGEMENT
COMMERCE MARKETING SERVICE SALES
SAP Hybris Customer ExperienceResponsive omni-channel CMS with native optimization and personalization
Identify & Personalize
In-context Content Management
Cross-device Publishing via Workflow
Test, Validate &Optimize
Sunan
Sunum Notları
SAP hybris CX is a next-gen responsive omni-channel CMS with native optimization and personalization. It enables the management and delivery �of dynamic, targeted, consistent content, offers, products, and interactions regardless of customer touch-point, channel, or device.
EXPERIENCE MANAGEMENT
PLATFORM, INFRASTRUCTURE, INTEGRATION
COMMERCE SALES
SAP Hybris MarketingRealtime contextual marketing solution to reach and engage the individual
Enrich Your View of
Customers
DATA & PROCESS MANAGEMENT
MARKETING SERVICE
Anticipate Customer Behavior
Leverage Customer Signals
Remarket Based on Behavior
Market in Context
Create Loyal Advocates
Align Marketing &
Manage Activities
Orchestrate Customer
Engagement
Sunan
Sunum Notları
hybris Profile captures all customer interactions, contexts and behaviors to create a continually evolving dynamic profile, surfacing actionable insights for real-time, 1-to-1 engagements with every customer across all touch points.
EXPERIENCE MANAGEMENT
PLATFORM, INFRASTRUCTURE, INTEGRATION
COMMERCE SALES
SAP Hybris CommerceOmnichannel commerce suite for B2B or B2C industries
Deliver Convenient Experiences
DATA & PROCESS MANAGEMENT
MARKETING SERVICE
Be Consistent Across Channels
Serve Relevant Content in Realtime
Empower Buyers
React to Market Change with Agility
Sunan
Sunum Notları
hybris Profile captures all customer interactions, contexts and behaviors to create a continually evolving dynamic profile, surfacing actionable insights for real-time, 1-to-1 engagements with every customer across all touch points.
EXPERIENCE MANAGEMENT
PLATFORM, INFRASTRUCTURE, INTEGRATION
COMMERCE SALES
SAP Hybris ProfileBuilds dynamic customer profile and triggers actions based on insights.
DATA & PROCESS MANAGEMENT
MARKETING SERVICE
Event-driven Profile Information Identity and Transactional Profile
CUSTOMER ACTIVITY 3RD PARTY TRANSACTIONAL DATA CUSTOMER IDENTITY
WebTracking
In-Store Activity
Chat & Community
Mobile Apps
DMPsSOCIAL
CRMERPFINANCE
Master Record,Visitor Identity, Social Matching
Sunan
Sunum Notları
hybris Profile captures all customer interactions, contexts and behaviors to create a continually evolving dynamic profile, surfacing actionable insights for real-time, 1-to-1 engagements with every customer across all touch points.
SAP Hybris helps you
TRANSFORM AGAİN AND AGAİN AND BE AS AGİLE AS YOUR CUSTOMERS
DELIVER PERSONALIZED EXPERIENCES IN CONTEXT
ORCHESTRATE PROCESSES AND DATA TO SİMPLİFY YOUR FRONT OFFİCE
Sunan
Sunum Notları
SAP Hybris enables businesses to transform how they engage with customers, innovate how they do business, and simplify their technology landscape. Deliver great experiences. Our solutions help companies drive relevant, contextual experiences across all of their customer touch-points in real-time - from a marketing touch to a commerce interaction, from the contact center to a sales meeting. Leveraging customer context to personalize each touch, and delivering consistently great experiences across channels, creates differentiation, optimizes marketing spend, and capitalizes on the willingness of customers to pay more for a better experience. Simplify the front office. With a comprehensive approach to customer engagement and commerce, our solutions unlock opportunities to optimize both the business and customer experience while reducing cost, time, and complexity. Shifting resources from integration and maintenance to innovation and transformation creates competitive advantage and the ability to compete in the Digital Economy. Transform and be agile. Our solutions enable companies to respond to changing market conditions and customer expectations with agility. From adding new channels, to evolving business models, to entering new markets our solutions help today’s businesses experiment and respond quickly to be competitive. Quickly adapting the experience and the business as conditions change empowers companies to become disruptors in their industry rather than being disrupted themselves.
