Nutzung von CRM Daten für Personalisierung · Nutzung von CRM Daten für Personalisierung Dr....
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Nutzung von CRM Daten für Personalisierung Dr. Oliver Frick Chief Product Expert SAP CRM SAP SE
Transcript of Nutzung von CRM Daten für Personalisierung · Nutzung von CRM Daten für Personalisierung Dr....
Nutzung von CRM Daten für Personalisierung
Dr. Oliver Frick
Chief Product Expert SAP CRM
SAP SE
© 2014 SAP AG. All rights reserved. 2
CUSTOMER EXPECTATION:RELEVANCE, CONTEXT AND CONSISTENCY ACROSS MULTIPLE CHANNELS AND INTERACTIONS
Social
POS
eCommerce
Web
Mobile
Phone
© 2013 SAP AG. All rights reserved. 3
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
TRACK
ORDER
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
RECEIVE
OFFER
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
POST
REVIEW
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
NETWORK
ISSUE
CHANGE
ADDRESS
RESTART
SERVICE
RECEIVE
OFFER
REFER
FRIENDS
WEB
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
TV
RETAIL
STORE
WEB
SHOP
REVIEWS
SEARCH
KW/ADS
CONTACT
CENTER
WEB
SHOP
SOCIAL
RETAIL
STOREWEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
RETAIL
STORE
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
SUPPORT
PORTAL
?
SUPPORT
PORTAL
?
BRANDED
COMMUNITY
?
AWARENESS
INTEREST
CONSIDERATION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DECISION
USE
I choose my own adventure.
© 2013 SAP AG. All rights reserved. 4
Many journeys.
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 5
A CONTINUOUS CYCLE OF LISTENING AND ENGAGING IS AT THE
CORE OF CUSTOMER ENGAGEMENT
PROFILE
IMP
LIC
IT(U
NK
NO
WN
CU
ST
OM
ER
) EX
PLIC
IT(K
NO
WN
CU
ST
OM
ER
)
RELEVANCE
NORMALIZATION
ENGAGEMENT
LISTENING
BROWSE
CLICK
OPEN
CLOSE
IGNORE
WALK-BY
HOVER
REGISTER
SUBSCRIBE
ORDER
SEND
PAY
RETURN
COMPLAIN
SHARE
SERVICE
EARN & REDEEM POINTS
QUIT
email, display ads, search, notifications, sms
website, mobile, in-store, social, contact center
email, display ads, search, notifications, sms
website, mobile, in-store, social, contact center
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 6
DATA DRIVES RELEVANCE AND BUSINESS VALUE OF CUSTOMER
ENGAGEMENT PROCESSESCross channel engagement: Master data (email address, customer ID)
Demographics based personalization: Master data (address, gender, age)
Interests based personalization: Order history, marketing attributes
Personal product recommendation (cross sell, next best product): Order history, shopping basket analysis
Personalized payment terms: Payment history (FIN)
Low volume vs. high volume customer: Order history (RFM), loyalty program status
Cost of service (profit drivers vs. service drainers): Order volume vs. returns + service requests
Low margin vs. high margin customer (profitability based personalization):
Order history, product margin, cost of service
Campaign effectiveness: Campaign, campaign costs vs. profitability of related orders
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 7
CONTACT ENGAGEMENT
Leverage insights and create
segmentation models for further
refinement.
For immediate action create
target groups
Contact & consumer
fact sheet with
cross channel
interactions &
interests
Flexible scores
emailweb social
@
ERP/CRM
Interactions from any channel
For B2B: understand
interactions & interests of all
contacts of
an account.
Browse your contacts and
consumers, understand their
interests and their activity
Understand Engage & Nurture
All contacts and
consumers
All their interactions on
granular and
aggregated level
Single
Profiles
ALL
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 8
CONTACT ENGAGEMENT
Leverage insights and create
segmentation models for further
refinement.
For immediate action create
target groups
Contact & consumer
fact sheet with
cross channel
interactions &
interests
Flexible scores
emailweb social
@
ERP/CRM
Interactions from any channel
For B2B: understand
interactions & interests of all
contacts of
an account.
Browse your contacts and
consumers, understand their
interests and their activity
Understand Engage & Nurture
All contacts and
consumers
All their interactions on
granular and
aggregated level
Single
Profiles
ALL
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 9
CONTACT ENGAGEMENT
Leverage insights and create
segmentation models for further
refinement.
For immediate action create
target groups
Contact & consumer
fact sheet with
cross channel
interactions &
interests
Flexible scores
emailweb social
@
ERP/CRM
Interactions from any channel
For B2B: understand
interactions & interests of all
contacts of
an account.
Browse your contacts and
consumers, understand their
interests and their activity
Understand Engage & Nurture
All contacts and
consumers
All their interactions on
granular and
aggregated level
Single
Profiles
ALL
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 10
CONTACT ENGAGEMENT
Leverage insights and create
segmentation models for further
refinement.
For immediate action create
target groups
Contact & consumer
fact sheet with
cross channel
interactions &
interests
Flexible scores
emailweb social
@
ERP/CRM
Interactions from any channel
For B2B: understand
interactions & interests of all
contacts of
an account.
Browse your contacts and
consumers, understand their
interests and their activity
Understand Engage & Nurture
All contacts and
consumers
All their interactions on
granular and
aggregated level
Single
Profiles
ALL
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 11
CONTACT ENGAGEMENT
Leverage insights and create
segmentation models for further
refinement.
For immediate action create
target groups
Contact & consumer
fact sheet with
cross channel
interactions &
interests
Flexible scores
emailweb social
@
ERP/CRM
Interactions from any channel
For B2B: understand
interactions & interests of all
contacts of
an account.
Browse your contacts and
consumers, understand their
interests and their activity
Understand Engage & Nurture
All contacts and
consumers
All their interactions on
granular and
aggregated level
Single
Profiles
ALL
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 12
CONTACT ENGAGEMENT
Leverage insights and create
segmentation models for further
refinement.
For immediate action create
target groups
Contact & consumer
fact sheet with
cross channel
interactions &
interests
Flexible scores
emailweb social
@
ERP/CRM
Interactions from any channel
For B2B: understand
interactions & interests of all
contacts of
an account.
Browse your contacts and
consumers, understand their
interests and their activity
Understand Engage & Nurture
All contacts and
consumers
All their interactions on
granular and
aggregated level
Single
Profiles
ALL
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 13
CONTACT ENGAGEMENT
Leverage insights and create
segmentation models for further
refinement.
For immediate action create
target groups
Contact & consumer
fact sheet with
cross channel
interactions &
interests
Flexible scores
emailweb social
@
ERP/CRM
Interactions from any channel
For B2B: understand
interactions & interests of all
contacts of
an account.
Browse your contacts and
consumers, understand their
interests and their activity
Understand Engage & Nurture
All contacts and
consumers
All their interactions on
granular and
aggregated level
Single
Profiles
ALL
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 14
A CONTINUOUS CYCLE OF LISTENING AND ENGAGING IS AT THE
CORE OF CUSTOMER ENGAGEMENT
PROFILE
IMP
LIC
ITE
XP
LIC
IT
RELEVANCE
NORMALIZATION
ENGAGEMENT
LISTENING
BROWSE
CLICK
OPEN
CLOSE
IGNORE
WALK-BY
HOVER
email, display ads, search, notifications, sms
website, mobile, in-store, social, contact center
email, display ads, search, notifications, sms
website, mobile, in-store, social, contact center
Today’s
data
challenge
REGISTER
SUBSCRIBE
ORDER
SEND
PAY
RETURN
COMPLAIN
SHARE
SERVICE
EARN & REDEEM POINTS
QUIT
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 15
SAP HANA
DB
hybris
Com-
merce
Data Hub
… SOLVED WITH A CUSTOMER ENGAGEMENT HUB
SAP CRM 7.0SAP ERP 6.0 CRM
Middleware
SAP hybris Marketing
DMZ
Thank you
Contact information:
Dr. Oliver Frick
Customer Engagement & Commerce
Products & Innovation
