Customer Experience and Digital Transformation. Digital... · 2016-09-01 · Digital...

© 2016 SAP SE or an SAP affiliate company. All rights reserved. 1Confidential

Customer Experience and Digital Transformation

8th November, 2016

Dae Young, Chung Ph.D / Head of Presales

SAP Korea


50%

Natural occurring churn

every 5 years

4%

Unhappy customers

complain

91%

Unhappy customers

(non-complainers)

simply leave

67%

Consumers site

bad experience

as reason for churn

Experience is King!


Digital Experience Report, 2016 (Korea)

소비자 3,000명이 참여한 조사에서,

‘만족한다＇고 답한 비율은 평균 25%로,

아태 지역 평균 35%보다 낮았다.

‘불만족스럽다’고 답한 비율은 평균 37%로

만족 응답 비율보다 12%나 높았다.

디지털 경험과 비즈니스 성과는 높은 상관관계를 보였다.

디지털 경험에 만족하는 고객 중

해당 브랜드를 추천하겠다는 비율은 46% 였지만,

불만족한 고객 중 74%는 브랜드를 추천하지

않겠다고 답했다.


Customer Experience matters!

Customer experience is defined as the sum total of conscious events, as a coordinated series of interactions between a customer and a brand to accomplish anything. Above all words -a customer experience is defined by the customer, for the customer, at each touch-point, each time. — Esteban Kolsky

If a customer likes you and continues to like you, they will do business with you. If they don’t, they won’t. — Paul Greenberg


Digital Transformation & Customer Experience

“Digital transformation represents the quest to understand how disruptive technology affects the customer experience”

Superior Customer Experience

Lowest Prices

Revenue Profit margins Word of mouth

© 2016 SAP SE or an SAP affiliate company. All rights reserved. 6Internal

Taxi ExperienceUber, Kakao Taxi, T map Taxi, Grab, …

© 2016 SAP SE or an SAP affiliate company. All rights reserved. 6


A Very Connected Retail Experience (1/2)Coca Cola “Free Style” vending machine



A Very Connected Retail Experience (2/2)Coca Cola “Free Style” vending machine


[Coca Cola Freestyle App][Coca Cola Freestyle Cartridge]

Open Innovation

- Design from Pinifarina (Italian Automotive Design)

- Micro-dispensing (precise doses of drug)

- PurePour Technology

Customized Drinks

- Base product X Flavor ≥ 126+

- Customized mix

- 1.36L cartridge instead of 18.9L syrup

Freestyle App

- Customized flavor & naming

- Referral, Location search, etc

Transmission of supply and demand data

- Detect supplies and radio re-supply demand

- Troubleshooting, etc


A Very Unique Product (1/2)Lot size of One - NikeID (Nike)

9© 2016 SAP SE or an SAP affiliate company. All rights reserved. 9


A Very Unique Product (2/2)Functional Personalization (Not Cosmetic Customization)

10© 2016 SAP SE or an SAP affiliate company. All rights reserved. 10

* source: https://i.materialise.com/blog/3d-printed-shoes-inside-and-out/


A Very Personalized OfferOmni-Personalized Offering by Under Armour

1111

© 2016 SAP SE or an SAP affiliate company. All rights reserved.

Location

Web

Search

Review

Community

UA shopSchedule

Weather

Facebook

Twitter

Youtube

Instagram

Amazon

Health Data

Call Center

BasicInfo

Retail Store

Email

Live Customer Profile 기반

Personalized Offering 제공

2016.07.30

대회 연습용쿠셔닝 강화마라톤화 제안

2016.09.01

11월 뉴욕마라톤용오렌지색 Gore-Tex 가을자켓 프로모션


A Very Smart SolutionDon’t own – just use!


© 2016 SAP SE or an SAP affiliate company. All rights reserved. 13Internal© 2014 SAP AG. All rights reserved. 1313© 2015 SAP SE or an SAP affiliate company. All rights reserved.

Kaeser Compressors – From Product to Service (1/2)

“Our predictive maintenance solution has enabled us to proactively attend to maintenance needs and increase service levels for customers“


Kaeser Compressors – From Product to Service (2/2)

14© 2015 SAP SE or an SAP affiliate company. All rights reserved. From: KAESER Corportate Site on Sigma Air Utility Model

http://www.kaeser.com/Images/P-1620-ED-tcm8-6751.pdf


Digital Transformation Journey

3. New UX 기반의 직관적인 분석

Foundation for Digital Transformation

System & Architecture │ Data │ Talents │ Ecosystem

Optimization of Operation New Business Models

Service │ Platform │ Data-drivenData Capture │ Synthesis & Analysis

Information to Insight │ Action

[ Internal ] [ External ]


Simplification


80% of global CEOs say fighting complexity is a personal agenda

(9th annual global CEO survey, PricewaterhouseCoopers)

Complexity costs the top 200 global companies 10.2% of annual profits

85% companies have intentions toreduce complexity

(KPMG, SAP Value: A balancing act, 2016)


The Digital Core

Business Networks Customer Experience

Internet of Things

and Big DataSAP HANA Cloud Platform

Workforce Engagement

SAP HANA PlatformSecurity

Digital Core

Re-architecting for

Visibility and AgilityUser Centric, Responsive and

Personalized User ExperienceUnifying Functionality

in Core


AC

DOCABKPF BSEG BSET BSIS BSIS BSIK BSET

COBK COEPLFC1 GLT0 GLT0 GLT0 COSP

Master

Data

MSEG

New

MSTQH MSTEH

MSTBH

MSSQH MSSAHMSPRHMSLBH MSKUH

MSKAH

MKOLH

MCHBH

MARDH

MARCH

MSTQ MSTE

MSTB MSSQ MSSA

MSPR MSLB

MSKU MSKA MKOL

MCHBMKPF MARD

SAP Logistics with Aggregates and Indices

SAP S/4HANA Materials Management & Operations

SAP Finance with Aggregates and Indices

SAP S/4HANA Finance

Re-architecting for Visibility and AgilityInventory Management Example*

Traditional

DB on HANA

10 TB

2 TB

SAP S/4HANA

0.7 TB

*Illustrative example only


6,000+ views, 120+ new KPIs (planned)

Embedded Analytics


Strategic Analytics - Digital Boardroom



Enter Material Order Choose best supplier

and complete material

order entry

Review Material Shortage

Select Supplier

Analytics and

Insights

Now All On

One Screen

Purchase Manager

Check

Budget

Overview

Review Detail

Report

Faster customer delivery

Larger average deal size

Fewer warehouse stock outs

Check Average

Supplier Delivery

Performance Cross Sell

*Screenshots shown are for demonstration purposes only and are not final product commitments

Contextual Insights at the Point of Decision


SAP Fiori 2.0: Consumer Grade, Role-Based UX

My Area NotificationsViewport


Augmented Reality


Logistics Maintenance & Repair


Unifying Functionality in Core

SAP S/4HANA MARKETING AND

COMMERCE

SAP S/4HANA HUMAN RESOURCES SAP S/4HANA MANUFACTURING SAP S/4HANA SUPPLY CHAIN

SAP S/4HANA SALES

SAP S/4HANA FINANCE

SAP S/4HANA SERVICE

SAP S/4HANA SOURCING &

PROCUREMENT

SAP S/4HANA ASSET MANAGEMENT

Digital Core Enterprise Management

SAP S/4HANA RESEARCH &

DEVELOPMENT

Products

Suite

Products

Suite

INDUSTRIES

• Supplier Collaboration

• Business Network

• Guided End-User Buying

• External Workforce Management

• Core Human Resources And Payroll

• Talent Mgmt.

• Time and Attendance Mgmt.

• Human Capital Analytics

• Asset Operations and Maintenance*

• Environment, Health, and Safety

• Enterprise Portfolio and Project Mgmt.

• Commercial Project Mgmt.

• Compliant Product Lifecycle Mgmt.*

• Service Mgmt. *

• Service Master Data Mgmt.*

• Service Parts Mgmt.*

• Service Agreement Mgmt.*

• Maintenance Mgmt. • Product Development and Project

Control

• Production Engineering

• Financial Planning and Analysis

• Accounting and Financial Close

• Treasury Mgmt.

• Receivables Mgmt.

• Invoice Mgmt. and Accounts Payable

• Accounting and Closing Operations

• Accounting

• Cost Mgmt. and Profitability

Analysis

• Time Recording• Operational Purchasing

• Collaborative Sourcing and Contract Mgmt.

• Invoice and Payables Mgmt.

• Supplier Management

• Procurement Analytics

• Production Orchestration and

Execution

• Quality Mgmt.

• Inventory and Basic Warehouse

Mgmt.

• Production Planning

• Order and Contract Mgmt.

• Sales Planning and Performance

Mgmt. (ICM)• Billing and Revenue Innovation

Mgmt. (BRIM)

Cloud for Service

Service Engagement Center

S/4HANA Marketing Cloud

Cloud for Customer

Commerce

Cloud for Sales

• Extended Warehouse Mgmt.

• Advanced ATP

*(partially) Compatibility Scope

• Integrated Business Planning

• Global Batch Traceability

• Extended Warehouse Mgmt.

• Transportation Management

• Responsive Manufacturing (ME, MII,

QIM, VE)

• Production Operations (MII, QIM)

• Digital Operations for Manufacturing

(MII)

• Digital Asset Network • Digital Operations for R&D

• Governance, Risk, and Compliance

for Finance

• Financial Services Network

• Constrained production planning

• Production Scheduling

**For details on Suite Solutions per LoB – see respective detail slides


Machine Learning



Transformation starts from memorable experience

Commodity

Goods

Service

Experience

Transformation

감사합니다

Internal

Customer Experience and Digital Transformation. Digital... · 2016-09-01 · Digital...

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