After attending the SAP Hybris IOT/ CRM event, I was very impressed to see a vendor really connect the dots between commerce and customer service and customer experience. Commerce is really where the rubber meets the road. At the end of the day, if the customer experience is poor, customers will abandon shopping carts and revenue will suffer. But SAP Hybris is helping customers handle this. SAP Hybris is looking to become partners with brands in their digital transformation. They deliver customer data management, context-driven marketing tools and unified commerce processes for all a brand’s channels.
- SAP Hybris Commerce Solution: This solution helps brands to target and engage with your customers better, wherever they are. As the world of commerce continues to change, this can give customers a consistent and meaningful experience – across every channel, every time. The core hybris solution ranks consistently among the top commerce software platforms worldwide. Their B2B and B2C commerce applications include an Omni-Channel Offering, Product Content Management (also known as Master Data Management or Product Information Management), Order Management, hybris Marketing Conversion, and powerful search and merchandising. And Hybris, at its core, is omni-channel. The commerce software helps integrate all digital and physical customer touchpoints onto a single platform – including online, mobile, point-of-sale, call center, social media and print. Regardless of your industry, SAP can help to create contextual, personalized and relevant customer experiences that boost loyalty and increase sales. Brands can kick-start their commerce project in just a few months through the hybris Commerce Accelerator. Omni-channel solutions are pre-configured for B2C and B2B, and for specific regions and industries.
- SAP Hybris Marketing: This solution combines superior customer insight with a highly agile and scalable platform. Brands can reach their customers at all points of their journey, and boost loyalty by responding to real-time data to deliver the best possible customer experience. Note that traditional marketing campaigns can fall short at engaging the individual customer. They can lack the basic knowledge of customer’s wants and needs and blast indiscriminate messages to the masses. However, Hybris Marketing enables marketers to develop a deeper understanding of customers; i.e., to know what they have done, what they may do and most importantly what they are doing now. Brands can gain real-time insights into the context of each customer and leverage these insights to deliver highly individualized customer experiences across channels. Here are some of the benefits:
- Understand Real-Time Customer Intents. Dynamically capture and enrich customer profiles across all sources into a single view, leverage implicit customer signals to gain insights into customer’s real-time intents
- Deliver Unique Customer Experiences. Convert ‘in-the-moment’ opportunities to dynamically deliver contextually relevant customer experiences across channels. Create new engagements to increase online community participation and customer loyalty
- Market with Speed and Agility. Proactively react to customer opportunities with increased visibility and alignment of the marketing process, resources, and performance.
- Products for Billing: SAP Hybris Billing helps brands to monetize their digital transformation and renovate their revenue management processes with a highly agile and scalable platform. SAP allows customers to build flexible pricing models to meet their B2C and B2B customer needs as well as share revenues with partners of their business network.
SAP /IOT: Devices of all types now communicate over the Internet, creating unprecedented potential for sales and service in the utilities industries. IoT items include smart home appliances, thermostats, meters and monitoring software, cars, alternate power devices, irrigation technology, fleet vehicles, store sensors, networked sensors, and software integrated with machinery. All of these support a new and diverse collection of customers and consumers: more aware, expecting individualized service, and a radically changing the supplier/customer relationship. The connectivity and communication abilities of devices of all sizes will vastly change every aspect of marketing, delivery, and support of utilities, as it has done with other industries. Countries, cities, and individual consumers are making significant changes in their consumption and usage of utility-related resources. Some of these include:
>> More reliable connectivity, increased data availability, and lower price points make virtually anything connectible
>> Every business must now consider itself a digital business, regardless what product or service is being sold
> Every business must own its data and make it available across the organization and to consumers
Businesses are preparing for a future where software becomes more important than hardware and data becomes more important than products. A new generation of consumer (the prosumer) is becoming an active partner in the production and distribution cycle. What are the benefits?
- Better use of a utility’s products and services, making consumption and customer relations healthier
- The opportunity to upsell and/or to offer upgrades for newer, better, and more effective products and services
- Predictive service based on warnings, alarms, or analytics sent by the devices themselves
- Tailored pricing – flexible entitlements based on usage, frequency or time, and metering
- Wider range of services– extension into new service areas
- Enables direct conversations between customer devices and business platforms
- Analyzes large quantities of data in real-time against defined business KPIs
- Lower regulatory risk and cost of compliance through increased visibility and response.
The event was a very important one in the history of SAP. These are key aspects to the digital transformation of any company and SAP’s ability to help their customers transform key aspects of their business are critical. This is certainly not your grandpas’ CRM.
@Drnatalie Petouhoff
Covering Customer Experience, Marketing, IOT and Digital Transformation.
