How do consumers and customers interact with retail brands and what are the capabilities that brands must adopt to be able to respond positively to these needs and differentiate the customer experiences that they offer.

1. Retail Customer Experience
Enabling customer journeys across the customer lifecycle
19 July 2011

2. Customer Journeys:
How customers interact with Brands
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3. Customer Journeys:
How customers interact with Brands
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4. Facilitating Customer Journeys
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5. Disjointed Customer Experiences:
Multiple-channel Customer Management
Unit/Channel Business Unit/
Company Manager Communication Channel Customer
Email
Mobile
Web Personalisation
Point of Sale/Service
LEGACY DATA
(e.g. Purchase History,
POS, etc) Social Media
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6. SINGLE CUSTOMER VIEW
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7. QUESTIONS QUESTIONS QUESTIONS
QUESTIONS QUESTIONS
1. How does my value 1. How do I find new 1. How do I interact with my
proposition relate to my customers? customers?
1. Who are my customers? 1. Who has interacted with
various customers? 2. What are the best 2. How do I ensure
2. What do they “look” like? my campaigns?
2. What aspects of its utility/ channels to reach them consistency across
3. What customer needs am I 2. What have they done?
service will they value? through? interaction channels?
satisfying? 3. How much have I sold?
3. How should I position it? 3. How do I execute 3. How do I optimise the
4. What is the market 4. How much will I sell
4. How should I engage with campagins? customer experience?
opportunity? tomorrow?
my prospects and 4. How do I optimise 4. How do my customers
customers? campaigns? engage with me?
INTERACTION &
MEASUREMENT
EXPERIENCE &
ENGAGEMENT
EXPERIENCE
EXPERIENCE
MARKETING
& ANALYSIS
CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
STRATEGY
PLANNING
DESIGN
SINGLE CUSTOMER VIEW
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8. Seamless Customer Experiences:
Multi-channel Customer Management
Email/Mobile
Modelling “Sandpit”
Point of Sale
Content Distribution
Business rules
Web Personalisation
Point of Sale/Service
Data clean, merge & append
Reporting /
Analytics
Social Media
SCV
The “Closed loop”
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9. Supporting The Customer Journey: Future State
POS
DM
SAP ERP SAP BW
SPSS
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10. How does this help?
Customer
 Marketing
 Service
 Sales
 Empowerment & enablement
Operational
 Marketing effectiveness
 Service efficiency
 Sales performance
 Control
Financial
 Revenue improvement
 Cost reduction
 Reporting & analysis rationalisation
 Justification
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11. SAP CRM Overview
Managing customer experiences across sales, marketing and service
19 June 2011

12. SAP CRM – Simple and Powerful
Easy to use
CUSTOMER
Solves real Partner
Mobile Channel
problems Web Channel Interaction
Center
Mgmt
MARKETING SERVICE
SALES
ANALYTICS
Makes the
complex simple End-to-end
Processes
Powered by
SAP NetWeaver®
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13. Marketing Solution Overview
 Marketing resource and brand
Marketing management
analytics
Lead
Marketing
resource and brand
 Segment and list management
management Management
Customer
 Campaign management
Segment
Loyalty & list  Loyalty management
management management
Campaign  Lead management
management
 Marketing analytics
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14. Marketing Capability in SAP CRM
Customer
Direct Call Web and Field Branches POS and
Partners Wireless
mail center e-mail sales or stores ATMs
Marketing Process Capabilities
Mkt. resource Campaign Lead Loyalty Trade promotion
management management management management management
Strategy and Multichannel Program Business Planning &
Lead generation Perf Mgmt.
planning execution management
Segments and Reward rule
Budget and costs Lead qualification Trade Promotions
list mgmt management
Membership
Couponing Dialog marketing Lead distribution Retail Execution
handling
Marketing analytics
Predictive Measurement Customer Forecasting Optimization Product
analytics and reporting analytics and planning and refinement analytics
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15. Sales Capabilities of SAP CRM
The Complete Portfolio
SAP delivers the best solution for
planning, managing and executing
sales:
Sales Sales
Performance Planning &
Management Forecasting  Establish Targets and Forecast Results
 Attract and Acquire New Customers,
Sales Account & Grow and Retain Existing Customers
Analytics Contact
Management  Identify, Schedule and Execute Sales
Activities
Customer
Sales Activity  Progress Opportunities to Closure
Contracts Management
Management  Provide Accurate, Professional Quotes
and Capture Perfect Orders
Quotation
Management
Opportunity  Negotiate Profitable Contracts
Management
Order Capture  Analyze and Improve Sales Performance
 Align Territories and Incentive Plans
with Sales Objectives
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16. Sales Capability in SAP CRM
Customer
Mobile Field Sales Web TeleSales Territory
Sales Process Capabilities
Account Opportunity Contract Order
Management Management Management Management
Account and contact Contract and Pricing Quotation and
Relationship Management validity management order management
management
Opportunity Planning & Cancellation Procedure Credit Management
Buying Centre Modeling Management Validation
Pipeline Management
Activity and contact Gated assessment Automated Call off Stock and Distribution
Management processed Processes Integrated Processing
Sales analytics
Basic analytics Pipeline Performance Interactive Reporting Profitability Dashboards
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17. SAP CRM – service capabilities
SAP delivers best-run service
management capabilities
Sales & Marketing for Service
Parts Sales &
Logistics Marketing for Service Contracts
& Finance Service
Installations & Maintenance
Warranty Service
& Claim Contracts Customer Service & Support
Management
Field Service Management
Customer
Returns & Installations & Returns & Depot Repair
Depot Repair Maintenance
Warranty & Claim Management
Field Customer
Service Service &
Parts Logistics & Finance
Management Support
These are complemented by
capabilities that enable you to
collaborate, analyze, and optimize
your service business.
© 2011 SAP AG. All rights reserved. 17

18. Service Capability in SAP CRM
Customer
Mobile Field Service Web TeleService Third Party
Service Process Capabilities
Contract Repair Service Ticket Order
Management Management Management Management
Service Level Contract Resource and Schedule Hierarchical Service Quotation and
Management Management Categorization order management
Auto Contract Integrated external system SLA & Escalation Credit Management
Determination updates Management Validation
Expiry Follow Renewal Stock and Distribution
Skill Based Routing Case Management Integrated Processing
Processing
Service: Analytics
Basic analytics Contract Analysis Warranty Analysis Profitability analytics
© 2011 SAP AG. All rights reserved. 18

19. Interaction Center Capabilities of SAP CRM
SAP CRM Interaction Center
 Marketing
 Sales
Marketing Sales
 Customer Service
Customer  Shared Services
 Interaction Center
Shared Customer
Services Service Management
 Interaction Center
Analytics
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20. Interaction Centre – Scenarios and Processes
Customer
Telephony Postal letters Web IVR E-Mail
Interaction Centre: capabilities
Telemarketing Telesales Customer service IC management
Account and contact Customer service Communication channels
Campaign execution
management and support
Lead and opportunity E-Mail Response
Lead management Complaint management
management Management
Personalization Quotation and Help desk & Process modeling and
order management Shared services centre agent guidance
Interaction centre: analytics
Basic analytics Process-based analytics Blended analytics Profitability analytics
© 2011 SAP AG. All rights reserved. 20

21. SAP Business Communications Management Scenarios and
Processes
Customer
Telephony Chat E-mail Web form IVR Fax SMS
Business Communications Management: capabilities
Inbound Contact Center Outbound Contact Center Enterprise-wide Communications
Management
Unified Contact Routing Automated Dialing Corporate Communication Services
Customer Interaction Handling Outbound Call Handling Fixed and Mobile Terminals
Operations and System Management
Business Communications Management Reporting
Online Monitoring Reporting SAP CRM BW Integration
Business Communications Management Interactive Voice Response (IVR)
Caller Recognition Voice Menus Automated Voice Services
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22. Web Channel capabilities of SAP CRM
SAP CRM provides a complete range of Web channel processes
Leverage the Internet as a valuable
sales, marketing and service channel
for businesses and consumers
Web Channel
E-Marketing
Analytics E-Marketing
Customer E-Commerce
E-Service E-Commerce
E-Service
Web Channel Analytics
© 2011 SAP AG. All rights reserved. 22

23. Twitter, SAP CRM & SAP BusinessObjects Text Analysis
Mine social media, turning unstructured data into insight
Social Metrics
Dynamic Tag Cloud
based on the key
topics being
discussed in Social
Media
Sentiment of the
conversation addressed to
the company
SAP‟s Text Analysis engine can parse sentiment and entities such as key topics, subject, object,
© 2011 SAP AG. All rights reserved.
© SAP 2009 / Page 23 etc. from a conversation 23

24. Process Flow
Facebook
Offers
• WorldFlyer segments its
customer base to target the Widget • Tracy reviews her account
details and transactions
• Tracy invites her friend, Matt to
download the WorldFlyer widget
„Premium‟ tier customers on • She provides feedback on a • Matt downloads the widget and
facebook • Tracy Hicks, a premium flight she took recently • Tracy reviews the relevant adds it to his profile
• Launches an email campaign customer downloads the widget offers for her from World
against the segment – Invitation on her facebook profile Airways
to download facebook widget • She uses her Worldflyer loyalty • She registers for specific
and earn 500 bonus miles program authentication to login promotions that in
to the application
Campaign Account
Invitations
Execution Details
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25. QUERY AND ANALYSIS
Powerful ad hoc query and
integrated analysis
Interactive viewing for
information consumers
Best-of-breed OLAP
Integrated predictive analysis
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26. QUERY AND ANALYSIS
Powerful ad hoc query and
integrated analysis
Interactive viewing for
information consumers
Best-of-breed OLAP
Integrated predictive analysis
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27. Embedded Explorer
© SAP 2007 / Page 27
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28. DASHBOARDS AND SCORECARDS
See your business like
never before
Pioneer the path to
performance excellence
Own your framework for
success
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29. © 2011 SAP AG. All rights reserved. 29

30. INFORMATION DELIVERY
Publish information to hundreds of thousands of
new people
From where they work – portal, desktop, Office, or
mobile
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31. Thank You!
Contact information:
Louis M Fernandes
Senior Sales Executive, Customer LoB for Retail, Travel & Transport
A: Clockhouse Place, Bedfont Road, Feltham, TW14 8HD
T: +44 7958 292 616
E: Louis.Fernandes@SAP.com