Customer Experience Transformation
Customer Experience Transformation A Road Map for SAP CRM Customers
Introduction The customer experience is going through massive changes, requiring a new-generation customer relationship management (CRM) system Many SAP customers running solutions such as SAP CRM 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. 2018 SAP SE or an SAP affiliate company. All rights reserved. 2
Five forces transforming the customer experience Digital first Global scale and adoption of new digital businesses Customers for life From selling products to subscription services Trusted data Data necessary for personalization and with data privacy protected Single view of customer Customer at the center of the business (B2B2C) 2018 SAP SE or an SAP affiliate company. All rights reserved. Holistic customer experience Connecting front and back office 3
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 2018 SAP SE or an SAP affiliate company. All rights reserved. 4
Introducing SAP C/4HANA, designed for the new customer experience SAP C/4HANA SAP Marketing Cloud SAP Commerce Cloud SAP Sales Cloud SAP Service Cloud SAP Customer Data Cloud SAP Cloud Platform SAP S/4HANA 2018 SAP SE or an SAP affiliate company. All rights reserved. 5
SAP Customer Experience solution map Marketing SAP C/4HANA Commerce Sales Service Customer Data SAP Marketing Cloud SAP Commerce Cloud SAP Sales Cloud SAP Service Cloud SAP Customer Data Cloud Consumer and Customer Profiling Customer Experience Channels Lead1 Self-service Customer Identity Mgmt Marketing Planning Commerce Mgmt Opportunity and Sales Force Support1 Omnichannel Engagement1 Enterprise Preference and Consent Management Marketing Assets and Collaboration Product Content Mgmt Configure, Price, Quote1 Service Management1 Customer Profile Mgmt Order Management Sales Planning and Performance Mgmt Field Service Partner Channel Sales Analytics Marketing Automation Marketing Measurement and Optimization Loyalty Management SAP S/4HANA incl. customer management 1 Related capabilities in SAP S/4HANA for customer management, as on-premise alternative 2 Related capabilities in SAP Sales Cloud, as a cloud alternative 2018 SAP SE or an SAP affiliate company. All rights reserved. Customer Feedback Customer Master Data Management1 Order and Contract2 Service Operations Billing and Invoicing2 6
SAP CRM Scope comparison with SAP CRM Marketing SAP CRM C/4 S/4HANA SAP C/4HANA SAP S/4HANA Sales SAP CRM C/4 S/4HANA Consumer & Customer Profiling Lead Management 1 Marketing Planning Opportunity & Sales Force Support 1 Marketing Assets & Collaboration Configure, Price, Quote 1 Marketing Automation Sales Planning & Performance Mgmt Marketing Measurement & Optimization Partner Channel Sales Loyalty Management Customer Master Data Management 1 Order & Contract 2 Billing & Invoicing 2 Commerce Customer Experience Channels Commerce Management Service Product Content Mgmt Self-service Order Management Omni Channel Engagement 1 Service Management 1 Customer Data Field Service Customer Identity Management Service Operations Enterprise Preference & Consent Mgmt Customer Feedback Customer Profile Management Analytics 2018 SAP SE or an SAP affiliate company. All rights reserved. 1 2 Related capabilities in S/4HANA for Customer Management, as on-premise alternative Related capabilities in Sales Cloud, as Cloud alternative 7
Transformation of SAP CRM SAP Marketing Cloud Transform front-office with SAP C/4HANA SAP Commerce Cloud Suite of cloud solutions designed for the new customer era Can be used standalone or together for maximum synergies SAP Customer Data Cloud Out-of-the-box integration with SAP S/4HANA SAP C/4HANA Extensible via SAP Cloud Platform SAP Sales Cloud SAP Service Cloud Customer front office SAP CRM Customer back office Enterprise back office Customer Management SAP ERP 2018 SAP SE or an SAP affiliate company. All rights reserved. SAP S/4HANA Consolidate back-office onto SAP S/4HANA Streamlined operations with harmonized UI Reduced TCO: no more middleware Powered by SAP HANA Ready for cloud 8
Sample customer transformation path (illustrative) Today SAP CRM Step 1 Step 2 Step 3 Step 4 SAP C/4HANA SAP C/4HANA SAP C/4HANA SAP C/4HANA SAP Marketing Cloud SAP Marketing Cloud SAP Marketing Cloud SAP Marketing Cloud SAP Commerce Cloud SAP Commerce Cloud SAP Commerce Cloud SAP Commerce Cloud SAP Sales Cloud SAP Sales Cloud SAP Sales Cloud SAP Sales Cloud SAP Service Cloud SAP Service Cloud SAP Service Cloud SAP Service Cloud SAP Customer Data Cloud SAP Customer Data Cloud SAP Customer Data Cloud SAP Customer Data Cloud SAP CRM SAP CRM SAP CRM Customer Management SAP S/4HANA SAP ERP SAP ERP Customer Management SAP S/4HANA SAP S/4HANA 2018 SAP SE or an SAP affiliate company. All rights reserved. Implement entire cloud such as customer data, or subset, for example, commissions Upgrade SAP ERP to SAP S/4HANA, while keeping SAP CRM as a separate system Leverage out-of-the-box integration with SAP CRM Simplify SAP CRM system by replacing with additional SAP C/4HANA cloud solutions Implement SAP S/4HANA for customer management Operate in parallel to SAP CRM, synchronized through SAP S/4HANA data Incrementally move CRM back-office processes to SAP S/4HANA, remaining front-office processes to SAP C/4HANA Shut down SAP CRM 9
Services to help you transform SAP uses the SAP Activate methodology, a combination of SAP Best Practices, accelerators, and guided configuration, optimized for cloud solution deployments to shorten implementation times 2018 SAP SE or an SAP affiliate company. All rights reserved. 10
Next steps Contact your rep 2018 SAP SE or an SAP affiliate company. All rights reserved. Schedule a workshop See a demo 11
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Appendix
SAP CRM SAP Solution Map for Marketing SAP C/4HANA SAP S/4HANA Other/partner SAP CRM Consumer and customer profiling Recommended Solution Marketing profile SAP Marketing Cloud Real-time prediction and scoring SAP Marketing Cloud Social listening and sentiment analysis SAP Marketing Cloud Marketing planning Planning and program management SAP CRM - Marketing SAP Marketing Cloud Marketing assets and collaboration Digital asset management Marketing collaboration SAP Marketing Cloud Marketing automation Audience targeting SAP Marketing Cloud SAP DAM by OpenText Customer segmentation SAP CRM - Marketing SAP Marketing Cloud Campaign management SAP CRM - Marketing SAP Marketing Cloud Campaign optimization SAP Marketing Cloud Cross-channel engagement SAP Marketing Cloud Marketing recommendations SAP Marketing Cloud Remarketing SAP Marketing Cloud Marketing lead management SAP Marketing Cloud Social campaigns and engagement SAP Marketing Cloud Marketing measurement and optimization Insights and performance management SAP Marketing Cloud Customer attribution SAP Marketing Cloud Loyalty management Loyalty management 2018 SAP SE or an SAP affiliate company. All rights reserved. 1 Focus on online and mobile loyalty programs SAP CRM - Marketing SAP Marketing Cloud1 14
SAP CRM SAP Solution Map for Commerce SAP C/4HANA SAP S/4HANA Other/partner SAP CRM Customer experience channels Commerce management Product content management Omnichannel customer experience SAP Commerce Cloud Omnichannel touchpoints SAP Commerce Cloud Digital merchandizing SAP Commerce Cloud Search and navigation SAP CRM - Web Channel SAP Commerce Cloud Bundling and subscription management SAP CRM - Web Channel SAP Commerce Cloud Pricing and promotions SAP CRM - Web Channel SAP Commerce Cloud Cart SAP CRM - Web Channel SAP Commerce Cloud Checkout and payment SAP CRM - Web Channel SAP Commerce Cloud Product content and catalog management SAP CRM - Web Channel SAP Commerce Cloud Data aggregation and validation SAP CRM - Web Channel SAP Commerce Cloud SAP DAM by OpenText SAP DAM by OpenText SAP CRM - Web Channel SAP Commerce Cloud Digital asset management Localization and internationalization Order management Recommended Solution Workflow and collaboration SAP Commerce Cloud Order orchestration and management SAP Commerce Cloud 2018 SAP SE or an SAP affiliate company. All rights reserved. 15
SAP CRM SAP Solution Map for Sales 1/3 SAP C/4HANA SAP S/4HANA Other/partner Lead Lead management SAP CRM Recommended Solution SAP CRM - Sales SAP Sales Cloud1 SAP Sales Cloud0 Lead intelligence Opportunity and sales force support Activity management SAP CRM - Sales SAP Sales Cloud1 Visit planning SAP CRM - Sales SAP Sales Cloud1 Opportunity and pipeline management SAP CRM - Sales SAP Sales Cloud1 SAP Sales Cloud0 Opportunity scoring Sales forecasting SAP CRM - Sales SAP Sales Cloud1 Retail execution SAP CRM - Sales SAP Sales Cloud0 Mobile sales SAP CRM - Sales SAP Sales Cloud0 Sales analytics SAP CRM - Sales SAP Sales Cloud1 Sales content SAP Sales Cloud0 Sales collaboration SAP Sales Cloud0 Customer insights SAP Sales Cloud0 Productivity and personalization management 1 SAP CRM - Sales SAP Sales Cloud1 S/4HANA for Customer Management as on-premise alternative 2018 SAP SE or an SAP affiliate company. All rights reserved. 16
SAP CRM SAP Solution Map for Sales 2/3 SAP C/4HANA SAP S/4HANA Other/partner Configure, price and quote SAP CRM Recommended Solution SAP CRM - Sales SAP Sales Cloud1 SAP CRM - IPC SAP Sales Cloud1 Price management SAP CRM - Sales SAP Sales Cloud1 Solution sales configuration SAP CRM - Sales SAP Sales Cloud0 Package and solution offering SAP CRM - Sales SAP Sales Cloud1 Quotation management Product configuration SAP Sales Cloud0 Sales agreement lifecycle management Signature management Order and contract Mgmt Billing and invoicing Sales order Mgmt and processing SAP CRM - Sales SAP S/4HANA SD2 Subscription order management SAP CRM - Sales SAP Sales Cloud1 Sales contract management SAP CRM - Sales SAP S/4HANA SD2 Taxes and rebates SAP CRM - Sales SAP S/4HANA SD0 Sales billing SAP CRM - Sales SAP S/4HANA SD0 Subscription billing SAP Sales Cloud0 Entitlements management SAP Sales Cloud0 1 SAP S/4HANA SD/for customer management as on-premise alternative 2 B2B order management capabilities being developed in SAP Sales Cloud 2018 SAP SE or an SAP affiliate company. All rights reserved. SAP Signature Management by DocuSign 17
SAP CRM SAP Solution Map for Sales 3/3 SAP C/4HANA SAP S/4HANA Other/partner Sales planning and performance management Partner channel sales SAP CRM Recommended Solution Territory management SAP CRM - Sales SAP Sales Cloud0 Quota planning SAP CRM - Sales SAP Sales Cloud0 Sales planning and monitoring SAP CRM - Sales SAP Sales Cloud0 Sales monitoring and analytics SAP CRM - Sales SAP Sales Cloud0 Strategic account planning SAP CRM - Sales SAP Sales Cloud0 Incentive and commission management SAP Sales Cloud0 Sales learning SAP Sales Cloud0 Partner management SAP CRM - Sales SAP Sales Cloud0 Channel sales SAP CRM - Sales SAP Sales Cloud1 Channel analytics SAP CRM - Sales SAP Sales Cloud0 SAP Sales Cloud0 Partner compensation Customer master data management Account and contact management SAP CRM - Sales SAP Sales Cloud2 Account intelligence SAP CRM - Sales SAP Sales Cloud0 Sales master data management SAP CRM - Sales SAP Sales Cloud2 1 Deal registration, partner lead and opportunity management; does not include high tech specific channel management 2 S/4HANA for Customer Management as on-premise alternative 2018 SAP SE or an SAP affiliate company. All rights reserved. 18
SAP CRM SAP Solution Map for Service 1/2 SAP C/4HANA SAP S/4HANA Other/partner SAP CRM Self-service Self-service support portal SAP Service Cloud Communities SAP Jam Communities Chatbots Omnichannel engagement SAP Leonardo Multichannel customer engagement SAP CRM - Service SAP Service Cloud1 Knowledge management SAP CRM - Service SAP Hybris Knowledge Center by MindTouch Inbound/outbound contact centers SAP CRM - Service SAP Service Cloud1 Social customer engagement SAP CRM - Service SAP Service Cloud1 SAP Service Cloud0 Service agent motivation Service management Service agent scripting SAP CRM - Service SAP Service Cloud1 Service ticket management SAP CRM - Service SAP Service Cloud0 Service request and order management SAP CRM - Service SAP S/4HANA for CM SAP Service Manager SAP Service Cloud0 SAP CRM - Service SAP Service Cloud0 Mobile service execution Channel service 1 Recommended Solution SAP S/4HANA for customer management as on-premise alternative 2018 SAP SE or an SAP affiliate company. All rights reserved. 19
SAP CRM SAP Solution Map for Service 2/2 SAP C/4HANA SAP S/4HANA Other/partner SAP CRM Field service Service operations 1 Recommended Solution Scheduling and dispatch SAP Service Cloud Customer-centric field service SAP Service Cloud Service network SAP Service Cloud Complaints management SAP CRM - Service S/4HANA for CM Claims, returns, and refund management SAP CRM - Service S/4HANA for CM Service contract management SAP CRM - Service S/4HANA for CM In-house repair management SAP CRM - Service S/4HANA for CM Service billing SAP CRM - Service S/4HANA for CM Warranty management SAP CRM - Service S/4HANA for CM Installed base management SAP CRM - Service S/4HANA for CM Customer feedback Customer feedback management Analytics Service management analytics SAP Service Cloud SAP CRM - Service SAP Service Cloud1 Service operations analytics as part of S/4HANA for Customer Management 2018 SAP SE or an SAP affiliate company. All rights reserved. 20
SAP CRM SAP Solution Map for Customer Data SAP C/4HANA SAP S/4HANA Other/partner SAP CRM Customer identity management Enterprise preference and consent management Customer profile management 2018 SAP SE or an SAP affiliate company. All rights reserved. Recommended Solution Registration management SAP Customer Data Cloud Social login SAP Customer Data Cloud Federation and SSO SAP Customer Data Cloud Communications preferences and opt-in management SAP Customer Data Cloud Self-service preference management SAP Customer Data Cloud Consent management SAP Customer Data Cloud Data transformation and unification SAP Customer Data Cloud Automated profile, preference, and consent management SAP Customer Data Cloud Orchestration and governance SAP Customer Data Cloud Customer insights SAP Customer Data Cloud 21
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
service journeys. Customer care's role and responsibilities give it the ability to advance the customer transformation in several ways: 1. Own customer journeys. Customer care controls a significant number of touch points across primary channels, making it the natural owner of many service-focused customer journeys. With insights
Customer satisfaction has identified as an important influencer on customer loyalty. Further, customer trust impacted by customer satisfaction which proved that customer satisfaction is an antecedent of customer trust. Moreover, an indirect relationship between customer satisfaction and loyalty through customer trust was observed.
the us Customer experience index, Q3 2015 For CustoMer experienCe proFessionals Customer Experience Drives Revenue Growth, 2016 Business Case: The Customer Experience Ecosystem Playbook by Harley Manning and Dylan Czarnecki with alyson Clarke, Kate McCarthy, Christopher Mines, sucharita Mulpuru, James nail, scott ross, and Kara Hartig June 21, 2016
Realizing the digital promise ey enablers for digital transformation in financial services 3 Introduction Digital transformation is no longer just a "nice to have." Neither is it entirely about technology. For financial institutions (FIs), digital transformation is also about improving the customer experience, employee experience, and business
transformation, rather than focusing on transforming individual touchpoints. A framework for defining superior customer experience Figure 2 (next page) presents a framework that allows utility players to assess their digital-customer-experience maturity. Omnichannel customer experience Omnichannel is the quintessential element of
customer journey, streamlining the customer on boarding process, and unifying the customer relationship approach across . CX Metrics anyone? Great leaps and bounds! We’ve increased our renewal rate by 11% in the last 2 months. How? Check out our growing Customer Experience . customer experience principles, we are transforming all corners .
offered by the SAP Customer Experience organizational unit at SAP. The "C" is for customer and "4" stands for fourth-generation CRM. This suite connects data, processes, and customer experience across marketing, sales, service, commerce, and customer data to deliver a connected customer journey. Why SAP C/4HANA?
criminal case process; the philosophies and alterna-tive methods of corrections; the nature and processes of treating the juvenile offender; the causes of crime; and the role of government and citizens in finding solutions to America’s crime problems. 2. Develop, state, and defend positions on key issues facing the criminal justice system, including the treatment of victims, police-community .
