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SAP Customer Experience Implement the New-Generation CRM Using SAP Best Practices

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SAP Customer Experience Implement the New-Generation CRM Using SAP Best Practices SAP Customer Experience Implement the New-Generation CRM using SAP Best Practices January 2019 PUBLIC Legal disclaimer The information in this presentation is confidential and proprietary to SAP and may not be disclosed without the permission of SAP. This presentation is not subject to your license agreement or any other service or subscription agreement with SAP. SAP has no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation and SAP's strategy and possible future developments, products and or platforms directions and functionality are all subject to change and may be changed by SAP at any time for any reason without notice. The information in this document is not a commitment, promise or legal obligation to deliver any material, code or functionality. This document is provided without a warranty of any kind, either express or implied, including but not limited to, the implied warranties of merchantability, fitness for a particular purpose, or non- infringement. This document is for informational purposes and may not be incorporated into a contract. SAP assumes no responsibility for errors or omissions in this document, except if such damages were caused by SAP´s willful misconduct or gross negligence. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions. This presentation and SAP‘s strategy and possible future developments are subject to change and may be changed by SAP at any time for any © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC reason without notice. This document is provided without a warranty of any kind, either express or implied, including but not limited to, the 2 implied warranties of merchantability, fitness for a particular purpose, or non-infringement Agenda 1. Customer Experience Transformation 2. Develop your Target Front-Office Architecture following the Business Strategy • Model I: Driven by Omni-Channel Commerce & Contextual Marketing • Model II: Driven by Better Productivity of Sales & Service Teams • Model III: Driven by Sales Efficiency and Digital Marketing Intelligence • Model IV: Driven by Digital Services Sales and High-Volume Subscription Billing • Model V: Identify revenue opportunities and bring new monetization models to market 3. Summary © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 3 Customer Experience Transformation AWARENESS CENTER ADDRESS CONSIDERATION USE Contact Print Social Center Digital Support Web E-mail ADS portal DISCOVER RECEIVE POST MAKE NEED OFFER REVIEW PAYMENT Web-Shop JOIN Contact GROUPS TV Social Center TRACK SETUP ADVOCACY Word of Retail ORDER PHONE mouth store RECEIVE RESEARCH BUY Branded PACKAGE Web-Shop commu- ACTION nity RESEARCH Support Contact Web-shop portal Center ACTION MISSING NETWORK Search ITEM ISSUE Retail Reviews KW/ADS store INTEREST PHONE RESTART Contact DAMAGE SERVICE Web DISCOVERY Center Retail Web-shop store CONSIDERATION BILLING TERMINATE RECEIVE ISSUE SERVICE OFFER Every customer USE REFER Contact FRIENDS Social journey is unique Center Word of E-mail and every point of mouth engagement matters. ADVOCACY Social © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 5 Introduction ▪ The customer experience is going through massive changes, requiring a new-generation customer relationship management (CRM) system ▪ Many companies running traditional CRM or point solutions, want to understand which solution set SAP recommends to embrace this change ▪ Following is an overview of how SAP customers can transform their customer experience using SAP C/4HANA as a front-office suite, with the power of the SAP S/4HANA suite in the back office. © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 6 Five forces transforming the customer experience Digital First Customers for Life Global scale and adoption From selling products to of new digital businesses subscription services Trusted Data Data needed for personalization, but not at all cost Single View of Customer Holistic Customer Experience Customer at center of the Requires connecting front- and business (B2B2C) back office © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 7 A new-generation CRM is required Traditional CRM design 4th generation CRM design Customer relationship Transactional, managed by the enterprise Trust-based, shared with each customer Customer engagement Waterfall customer lifecycle Iterative customer journeys Business model Product sales Service for lifetime customers Central record Sales opportunity Customer profile Customer data Owned by the enterprise Granted by the customer System architecture Three-tier, RDBS, analytics, homogeneity Microservices, Big Data, AI, heterogeneity © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 8 New Generation Customer Experience Suite – SAP C/4HANA SAP C/4HANA Unified User Experience Embedded Intelligence — SAP Leonardo SAP SAP SAP SAP Marketing Commerce Sales Service Cloud Cloud Cloud Cloud SAP Customer Data Cloud Master Data Management Extension Framework and Microservices Ecosystem © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 9 Portfolio & Solution View – SAP C/4HANA SAP C/4HANA SAP SAP SAP SAP SAP Customer Marketing Commerce Sales Service Data Cloud Cloud Cloud Cloud Cloud • SAP Marketing • SAP Commerce • SAP Sales Cloud • SAP Service Cloud • SAP Customer Cloud Cloud • SAP Cloud for • SAP Cloud for Data Cloud • SAP Marketing • SAP Commerce Customer Customer • SAP Customer • SAP Customer • SAP Experience • SAP Sales • SAP Field Service Identity Attribution Management Automation Management • SAP Customer • SAP Loyalty • SAP Product • SAP Subscription • SAP Customer Consent Marketing Configuration Billing Engagement • SAP Customer • … • … • SAP CPQ Center Profile • SAP Commissions • SAP Customer • … • SAP Intelligent Service Sales Execution Management • … • … LeadRocket © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 10 Transformation of CRM Marketing Cloud Transform front office with C/4HANA Commerce Cloud ▪ Suite of Cloud solutions designed for the new customer era Sales Cloud ▪ Can be used standalone or together for Service Cloud maximum synergies Customer Data Cloud ▪ Out of the box integration with S/4HANA Customer SAP C/4HANA ▪ Extensible via SAP Cloud Platform front office SAP CRM Customer Consolidate back office onto S/4HANA back office Customer Management ▪ Streamlined operations with harmonized UI Enterprise ▪ Reduced TCO: no more middleware back office SAP ERP SAP S/4HANA ▪ Powered by HANA ▪ Ready for Cloud (On premise option available) © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 11 Sample Customer Transformation Journey (Illustrative) Today End of 2019 End of 2020 SAP C/4HANA SAP C/4HANA Marketing Cloud Campaign, segmentation Marketing Cloud Intelligent scores, lead gen. & retention Marketing Cloud Commerce B2B storefront, PIM Commerce Omni-channel integrated experiences Commerce Cloud Sales Cloud Mobile sales automation, quote, visit mgmt. Sales Cloud CPQ, Commissions, deal intelligence, CoPilot Sales Cloud Service Cloud Inquiry mgmt Service Cloud Enhanced inquiry mgmt., field service Service Cloud Customer Data Cloud Customer Data Cloud Customer identity & consent mgmt. Customer Data Cloud Prospect, customer, product mgmt., lead, Analytics Cloud Advanced analytics, customer 360 Analytics Cloud SAP CRM opportunity & activity mgmt. SAP CRM Small enhancements and bug fixes delivered with support packages Customer Management Pricing & order mgmt., delivery SAP ERP & warehouse mgmt., invoicing SAP ERP S/4HANA S/4HANA & finance ▪ Marketing Cloud, Commerce ▪ Shift selected processes from ▪ Leverage full potential of combined and Sales and Service Cloud Core CRM to C/4HANA C/4 and S/4 model to deliver partially implemented on top of Get ready Transform connected customer experiences ▪ Activate further processes in SAP CRM for the customer experience along your end-to-end SAP C/4HANA based on business ▪ Gain data-driven insights and revolution processes, starting with Lead-to- ▪ SAP CRM template requirements Cash, unlock the potential of your decision-making support across all implemented side-by-side with solutions using Analytics Cloud ▪ Drive the upgrade of ERP to data using advanced analytics & SAP ERP S/4HANA, while keeping CRM machine learning ▪ Consolidate remaining core, as a separate system transactional CRM processes (esp. service core) into S/4HANA for © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC customer management 12 Develop your Target Front-Office Architecture following the Business Strategy Developing your Target Front-Office Architecture Model I. Driven by omnichannel commerce and contextual marketing SAP Commerce Cloud** “Click- Prices Customer Personalized shopping experience Order Stream” Business Product Consumer Personalized Personalized Personalized Catalog Storefront Recommendation Offers Ambition Transform your enterprise for the digital age with SAP Segment Recommendation Offer Model Model Model S/4HANA and omnichannel Target Groups and Campaigns
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