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Az ügyfélkapcsolat kezelés új korszaka
SAP HybrisBudapest, 2017. március.
A VILÁG MEGVÁLTOZOTT
A VILÁG MEGVÁLTOZOTT
- MULTICHANNEL ÜGYFELEK- OMNICHANNEL ELVÁRÁSOK
- SOK SZEREPLŐS PIAC
- ADAT ALAPÚ MARKETING
- KOMPLEX VÁSÁRLÓI UTAK
AZ FMCG ÚJ KORA
MEGOLDÁS:
TELJES ÜGYFÉLKÉP - VALÓBAN
Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015
Átlagosan 11 siló alkalmazás…
…és 15 különböző ügyfél
adatbázis
ÜGYFÉL ÉLMÉNY KIHÍVÁSOK
MEGOLDÁS:
TELJES ÜGYFÉLKÉP - VALÓBAN
8
FÉRFI
KOR: 60+
NŐS, 2 GYEREK
GEO: London
Milliomos (A+)
FÉRFI
KOR: 60+
NŐS, 2 GYEREK
GEO: London
Milliomos (A+)
Customer A
Customer B
Similar
Customer
Similar
Offers ??
Customer Charateristics
8
KIHÍVÁSOK:
NEM TELJES ÜGYFÉLKÉP
9
Customer A
Customer B
Customer
Customer A
Customer B
Buying Behavior ImplicationsSegmentation
Segment 1
Segment 2
@
@
KIHÍVÁSOK:
NEM TELJES ÜGYFÉLKÉP
MEGOLDÁS:
TELJES ÜGYFÉLKÉP - VALÓBAN
CÉL:
INTEGRÁLT ÜGYFÉLKÉP ÉS KISZOLGÁLÁS
MEGOLDÁS:
TELJES ÜGYFÉLKÉP - VALÓBAN
MEGOLDÁS:
TELJES ÜGYFÉLKÉP - VALÓBAN
Akik már lépnek
Akik már lépnek
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 16For internal SAP and partner use only
SAP CUSTOMER ENGAGEMENT & COMMERCE (CEC)OMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM
PRIVATE CLOUD PUBLIC CLOUD ON-PREMISE
SALESSERVICEMARKETINGCOMMERCE
INDUSTRIES
EXPERIENCE MANAGEMENT
REAL-TIME ANALYTIC & PREDICTIVE
MDM FOR CUSTOMER ENGAGEMENT & COMMERCE, BILLING
INFRASTRUCTURE, PLATFORM, INTEGRATION
WEB PRINTSMS/NOTIFICATION
DIGITAL
ADSSEARCH
KW/ADSEMAILMOBILE MARKET-
PLACECONTACT
CENTERIN STORE/
BRANCH
SOCIALDIGITAL
GOODS
AGENT
TOOLSIOT
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 17For internal SAP and partner use only
SAP HYBRIS SALES & SERVICE
Account Management & Intelligence
Opportunity Management & Insight
Collaboration & Social
Productivity & Personalization
Real-Time Analytics
Mobility
Integration
SAP HYBRIS SALES – DEMO
© 2011 SAP AG. All rights reserved. 19
© 2011 SAP AG. All rights reserved. 20
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 21For internal SAP and partner use only
SAP hybris COMMERCE SUITE
Product Content Management
Web Content Management
Responsive Storefront Pages
Advanced Personalization
Merchandising
Reviews and Comments
Cross- and Up-selling
Faceted Search
Guided Selling
Heineken, the leading brewing company with revenues exceeding EUR 20 billion, decided to launch a strategic initiative to make easier for “grab and go” shoppers to find their preferred Heineken products and support the overall beer shopping experience.
SAP Hybris is supporting Heineken with its programme that aims to help convenience stores boost beer sales
Implementing SAP Hybris B2B Commerce as master data management and order orchestration, Heineken can serve convenience stores and off trade partners through a self service order management system integrated with ERP and its DSD solution.
Heineken
NEVER OUT OF STOCK
COMMERCE AND BEYOND
Asics
Leading athletic equipment company which produces footwear and sports equipment designed for a wide range of sports, estimated revenues of EUR 2,6 billion.
Asics is fast emerging as fierce competition, due in no small part to an effective communications strategy. The brand has become a leading name in running apparel in a way that spans both amateur and professional levels. Its latest creative and messaging encourages runners to get out there, explore, experience and most importantly, to run. In 2015 they have launched their “Better your Best” campaign where is all about helping people to run their own race and the only thing that matters is themselves.
Hybris MarketingMarketing of One
3rd Party Applications
(for data & execution)
SAP HYBRIS MARKETING
1st Party Applications
Acquisition Convert Loyalty*
Insights
Segmentation
Planning
Recommendation
Batch & Events
Social providers
Mobile providers
Email Engines
Ad Providers
Commerce
ERP
Sales
Service
Marketing Data Management
Batch & Events
HYBRIS MARKETING -TELJES ÜGYFÉLKÉP
MEGOLDÁS:
TELJES ÜGYFÉLKÉP - VALÓBAN
Teljes customer journey
Közösségi média is a kép része
MARKETING AUTOMATIZÁCIÓ
PREDIKTÍV MODELLEZÉS
© 2011 SAP AG. All rights reserved. 31
NÉHÁNY REFERENCIA
NEW KIND OF CRM
Leading beverage company with the highest-selling energy drink in the world, estimated revenues of EUR 5 billion with more than 5 billion cans sold each year.
Red Bull expanded its product range adding zero calories, cola, special editions cans and also water to its portfolio.
More recently Red Bull launched its Red Bull Media House, a multi-platform media company with a focus on sports, culture, and lifestyle. As an umbrella brand, it offers a wide range of premium media products and compelling content across media channels as diverse as TV, mobile, digital, audio, and print, with core media offerings that appeal to a global audience.
Red Bull
BEYOND CUSTOMER EXPERIENCE
Nespresso
Nespresso is a leading company and brand that manufactures both machines and coffee capsules they use.
Nespresso redefined the way coffee lovers around the world enjoy their Espresso coffee through a unique combination of premium quality Grand Cru coffees, smart coffee machines and exceptional customer services
Nespresso products are available for both home and business consumers
Nespresso is also well know for its “Le Club” community that helped Nespresso to position its brand as premium
The largest independent Coca-Cola bottling group in the world operating in Latin America and Philippines report revenues exceeding USD 19B is serving its long tail customers leveraging SAP Hybris B2B Commerce integrated with B2B Marketing and Cloud for Sales.
Coca Cola FEMSA has created a 360 view of its long tail customers and can now market to 1.5 million B2B partners leveraging an integrated B2B front office on SAP Hybris;
Coca Cola FEMSA also decided to leverage cloud for all its technology stack to minimize capital expenditures and accelerate its time to market;
Coca Cola FEMSA
“Our need was to create one central place to store our consumer data: with a co-
innovation project we went from 0 to 100 into 5 months with technical go-live of
hybris Marketing.”
Christian Stoxreiter, Head of Businss Application Team, Red Bull
LINKING MARKETING AND SALES
Ferrero, the leading Italian Manufacturer of branded chocolate and confectionery products, with revenues exceeding EUR 10 billion, decided to adopt the SAP Hybris marketing and commerce solutions to create insights on its current and future consumer base.
The SAP Hybris Marketing solution is used to collect consumers’ information across different Ferrero brands to support current and future initiatives in an industry (confectionery products) that can be potentially highly regulated, in term of marketing activities, in the future;
SAP Hybris Commerce B2C has been also implemented to simplify registration processes across all its digital properties and create commerce-ready web sites
Ferrero
FUTURE BUSINESS MODELS
ALTERNATÍV UTAK A FOGYASZTÓHOZ
Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015
DIGITÁLIS OFFLINE - HIJACK
Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015
DIGITÁLIS OFFLINE - HIJACK
LEGYÜNK GYŐZTESEK!
© 2015 SAP SE or an SAP affiliate company. All rights reserved. For internal SAP and partner use only
Arany JánosHybris Sales manager
Hungary