DIGITAL

TRANSFORMATION
THINKING BEYOND CRM
Dr. Volker G. Hildebrand
Global Vice President, Customer Engagement
and Commerce, SAP Hybris
TECHNOLOGY CUSTOMERS ARE
IS CHANGING CHANGING THE
THE GAME. RULES.
DIGITAL
TRANSFORMATION
IS DISRUPTING
YOUR BUSINESS
FACTS – NOT FICTION

“Amazon: Now it’s disrupting a heck

“Rogue T-Mobile Relishing Role
of a lot more than bookstores”
as Wireless Disruptor”
SF Chronicle, March 13, 2016
Bloomberg, January 8, 2016

“Under Armour:
“Uber – The future of new business
Silicon Valley’s Latest Threat”
is disrupting old business”
Forbes / Tech, September 13, 2015
Washington Post, April 4, 2014
Q: SO, WHO IS THIS
DISRUPTOR?
A: IT’S THE
CUSTOMER
 CUSTOMERS CAN
RECOGNIZE A STUPID
INEFFICIENT SYSTEM
WHEN THEY SEE IT
Kevin Harrington, Forbes 2014
 THE REAL LESSON
FROM UBER
COMPANIES DON’T THEY CARRY THE IF YOU ARE YOU NEED TO
UPEND MARKETS – POWER OF THE FIGHTING ALONE ENLIST
CUSTOMERS DO INTERNET IN THEIR YOU HAVE NO CUSTOMERS
POCKETS CHANCE OF TO HELP YOU
WHEREVER THEY SUCCESS CHANGE THE
GO GAME

Kevin Harrington, Forbes 2014

 IT’S ALL ABOUT THE
CUSTOMER EXPERIENCE

Real-time Convenience

Reliability Relevance
 74% of executives
believe that digital
transformation is about
improving value for
customers
Global Center for Digital Transformation – IMD and Cisco Initiative
 2 out of 3 companies
believe that their CRM
61% system does not support
their future needs for
customer engagement

Global Center for Digital Transformation – IMD and Cisco Initiative

IT’S TIME TO MOVE
BEYOND CRM…
ENGAGE WITH
YOUR CUSTOMER
WHEN AND WHERE
IT MATTERS
Support customers even
before they buy
Blend commerce with
online communities
BEYOND $15 Trillion
COMMERCE
SHOPPING EXPERIENCE
MATTERS – ONLINE & OFFLINE

PERSONALIZATION
IS KEY Contribution to the global
GDP by the shift to digital
channels over the next fifteen
DELIVER ON years
YOUR PROMISES
Source : Industrial Internet:
Pushing Boundaries of Minds and Machines
BEYOND
SERVICE
CUSTOMER SUPPORT BEFORE,

53%
DURING AND AFTER PURCHASE

GOING DIGITAL:
BLENDING UN-ASSISTED WITH
Abandon purchase if they
ASSISTED SERVICE can’t find quick answer to
their questions
FLAWLESS FIELD SERVICE
Source : Forrester 2016
BEYOND
MARKETING
91%
ONE-TO-ONE MARKETING
AT SCALE

CONTEXT IS KEY
Of marketers prioritize
DATA IS THE FUEL customer experience through
personalization

Source : “The Contextual Marketing Imperative”,

Forrester Oct 2015
BEYOND Over 1 million
SALES fewer B2B
sales reps will
SMART ENGAGEMENTS be employed
- ANYTIME, ANYWHERE in 2020 as
OMNICHANNEL SELLING
compared to
today.
SALES EFFECTIVENESS: MORE
TIME TO SELL

Source: Forrester 2015

The New Omnichannel Customer Journey

Commerce

Communities Service & Support

Marketing Billing &

Payment

Deliver on your promise

Social Sales People

 IT’S SIMPLE:
ENGAGE YOUR CUSTOMERS LIKE
NEVER BEFORE

Commerce Marketing Service Sales

SAP HYBRIS CUSTOMER ENGAGEMENT SOLUTIONS