Customer Engagement Intelligence
powered by HANA Scott Druckenmiller, Head of North America CRM Product Management, SAP
SAP HANA CIO Innovation Forum September 12, 2013 • New York
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 2
Digitally connected
Socially networked
Better informed
79% of customers spend at least
50% of total shopping time researching products online.
53% of customers abandoned an
in-store purchase due to negative online sentiment.
59% of customers are willing to try
a new brand to get better customer service.
Empowered Customers are Changing the Rules
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 3
48 hours of YouTube uploads 204,1667,667 email messages
2,000,000 Google queries
684,478 Facebook shares
$272,070 consumers spend
100,000 Twitter tweets
47,000 Apple app downloads 3,125 Flickr photos
27,778 Tumblr blog posts
3,600 Instagram photos 34,722 Facebook likes
2,083 Foursquare check-ins
571 new websites
347 Wordpress blog posts
217 new mobile web users
Source: Domo, Inc.
Every Minute… of Every Day
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 5
The right insight at the right time
Specific to your industry
Integrated to your enterprise
With an experience that drives results
SAP 360 Customer for Marketing
Sales
Service
E-commerce
Social Mobile Big Data Cloud Social
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It’s Time to Engage Your Customers Like Never Before
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 6
HSE24, as live sales channels, is very dependent on
time. What we’ve seen is that we can get a complete
picture of the customer in seconds – including data
coming from new sources like social media. We can
now have more detailed analysis of our sales in real-
time, and deliver personalized offerings to the customer
while he is calling for new cross and up-sell
opportunities. We want to continue to grow our sales in
new countries. Having one real-time platform will be a
key success driver for us to conquer the markets in the
future.
Norbert Paulus, EVP Broadcast & IT, HSE24
At a Glance
Objective Engage the customer in
real-time
Solution SAP CRM powered by
SAP HANA
Benefits Personalize customer
engagement with real-time
information
“
”
HSE24: Personalizing customer engagement in Real-Time
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 7
At Bigpoint in the Battlestar Galatica online
game, we have more than 5,000 events in
the game per second which we have to load
in SAP HANA environment and to work on it
to create individualized game environment to
create offers for them. In the co-innovation
project with SAP HANA, using Real Time
Offer Management Bigpoint, we hope to
increase revenue by 10-13%.
Claus Wagner, SVP SAP Technology, Bigpoint
At a Glance
Benefits • Increase in revenue per year 10-30%
• Real-time insights
• Per player profitability analysis and understand player
behavior
• Increased data volume and processing capabilities to
communicate more personally to individual game
players
• Interactive Data analysis leading to improved design
thinking and game planning
“
”
+10% increase in revenue
per year
5,000 events per second loaded
into SAP HANA (not
possible before)
Bigpoint: Driving New Revenue in Real-Time Gaming
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 8
SAP 360 Customer Solution Portfolio at a Glance
Sales Marketing Service Web-Channel Interaction
Center
SAP CRM (On Premise)
SAP HANA
SAP
CRM
SAP Cloud for Customer
SAP
Customer
Engagement
Intelligence
[HPA]
Audience
Discovery
& Targeting
Account
Intelligence
(Mobile)
Customer
Value
Intelligence
SAP
CRM
on
HANA
SAP
360
Customer
Analytics
Sales Marketing Service
Social Media
Monitoring
Social
Engagement
Social
Collaboration
Mobile Applications
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 9
Account Intelligence
Audience Discovery & Targeting
Mobile App for Sales
Real-time 360° View to chose the right target audience
High performance customer segmentation on Big Data
Unmatched flexibility slicing & dicing customer data
Optimization leveraging data mining and predictive analytics
Insight to action with or without SAP CRM campaign management
Develop revenue and margin strategically
Real-time benchmarking of customers, suppliers, partners etc.
Balance the portfolio by investing in the right resources
SAP Customer Engagement Intelligence
Next Generation Customer Analytics powered by SAP HANA
Social Contact Intelligence Follow conversations and understand customer affinities
Contextual sales, service and marketing on a 1:1 basis
Lead from anonymous contact to customer buying
Customer Value Intelligence
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 10
Explore
sentiment & insights
Engage
strategically & effectively
Extend
opportunity base
Sentiment Engagement
Analysis of unstructured data from public social media
and other text based sources
Automated text data processing via SAP HANA NLP
engine for accurate sentiment scoring
Gain visibility of raw factual insights and direct touch with
the most vocal contacts to detect mood and opinion of
markets
Filter by sentiment, channel, search term etc. to create
focus list of mentions and contacts for insight and action
Ability to reply directly to social mention via the social
source used and navigate to known contact fact sheet
Understand contact and their
requirements
Improve lead generation & target contact opportunities
Instant Sentiment insight to action
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 11
Explore
sentiment & insights
Engage
strategically & effectively
Extend
opportunity base
Contact Engagement
Contact Engagement spans the entire contact lifecycle
from new on-boards to reference contacts belonging to
prime accounts
Contacts are scored based on completeness and
content of data and their intensity of activity
Interactions are scored based on number of
occurrences and weighted by importance
Contact engagement data is used for segmentation data
to trigger marketing campaigns
Understand contact “interests” and enable Investment
with the right targeted go-to-market resources with the
right contacts
Filter and focus on interesting contacts based on
business and or contact attributes to enable desired
engagement
Improve Conversion Rates Increase Revenue & Improve service
Maximize Purchase Opportunities
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 12
Explore
sentiment & insights
Engage
strategically & effectively
Extend
opportunity base
Target Groups, Initiatives & Fact Sheets
Create, amend and review target groups for specific
business requirements eg marketing or service
campaigns from all contacts listed
Create corporate business Initiatives to communicate
and enable strategic marketing, service and sales goals
Integrate with CRM system to assign Target Groups
to specific marketing campaigns
Create and export .csv contact lists for use with other
email campaign systems
Create sentiment groups for interactive jam collaboration
or email distribution from social posting or expressed
sentiment
Review individual contact fact sheets to discover specific
topics of interest, social activity and relevance to use as
leverage in sales or service activity
Faster revenue growth and service enhancement
Rapid and strategic contact engagement
More effective revenue growth via enhanced customer experience
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 13
SALES SERVICE COMMERCE MARKETING
SOCIAL & PREDICTIVE ANALYTICS
HANA AS A PLATFORM
INDUSTRIES 1. Best-in-class CRM portfolio
across Marketing, Sales,
Service, Commerce,
leveraging Social
2. SAP differentiates with
industry specifics, fast
insight & impressive UX
3. Open partner ecosystem
with HANA cloud platform
SAP 360 Customer Enables the Next Generation of CRM
to Engage Your Customers Like Never Before
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