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Special Report Article

 

Boost Engagement by Improving Your Customers' Buying Experience

by Rebecca Newell | SAPinsider, Volume 16, Issue 2

April 1, 2015

The advent of the digital age has redefined the interactions and relationships between sellers and customers. Customers today expect to have more control over the buying process and to have their needs comprehensively understood by sales representatives. To help adjust to this new sales climate, there are several SAP Solution Extensions available for SAP technologies that can help you better engage with your customers.

 

While the customer experience has always been important to sales organizations, the days of the seller being in control are long gone. Today’s digital-savvy world has instilled a new “what I want, when I want it” mindset. What’s more, customers want to do business with sales representatives they trust and who understand their needs. To meet this demand, organizations must move away from merely managing customer relationships and learn to engage, tailor, and guide customers through their buying journey.

Unfortunately, many legacy systems are not well suited for this evolution in customer behavior. Even some of the newest, most robust applications do not have the capabilities to truly analyze customer behavior in specific industries and regions. This is where SAP Solution Extensions can help. These SAP-supported, independent applications provide cross-solution and cross-industry functionality that complements SAP solution capabilities. Let’s look at a few SAP Solution Extensions that are currently helping sales organizations.

Sell Smarter

To make the selling process easier, companies need solutions that can agilely deliver insights that enable in-the-moment decision making. The SAP Incentive Administration application by Vistex, for example, supports robust administration, financial accrual, and settlement processing, as well as analysis, reporting, and modeling for both revenue- and expense-related incentive plans. Likewise, the SAP Paybacks and Chargebacks application by Vistex allows effective management of complex sales and pricing contracts by helping efficiently administer, model, report, and analyze contracts and chargeback agreements.

Another solution that helps in this area is the SAP Price and Margin Management application by Vendavo. The solution allows companies to improve profitability — by providing insight into margin leakage, for instance — and react quickly to business and market changes.

To make the selling process easier, companies need solutions that can agilely deliver insights that enable in-the-moment decision making.

Enable Effortless Service

Effective solutions are not the only ingredient needed to become a successful sales organization. Having the right people on the right jobs creates happy customer advocates, which reduces costs and customer downtime. The SAP Workforce Scheduling and Optimization application by ClickSoftware helps in this regard by supporting key facets of service operations processes, including forecasting, planning, scheduling, enterprise mobility, and analysis.

Companies can also quickly and efficiently create, collaborate on, and publish content across multiple self-service and agent-assisted support channels with the SAP Knowledge Central application by MindTouch. The solution enables customers to find the answers they need quickly, improving satisfaction, loyalty, and retention.

Engage Customers with an Omnichannel Experience

The customer experience is no longer defined or managed by a single channel. Users expect all their interactions to be contextual, to have the ability to jump between touchpoints, and that their convenience is at the forefront of each interaction. Adobe Marketing Solutions from SAP offer powerful functionality that helps organizations manage A/B comparison testing to discover the right content for each market segment. Companies can track responses and analyze results to continuously improve customer experiences and underpin key decisions with up-to-the-minute data. This allows businesses to provide a consistent, personalized experience across all touchpoints, which results in increased revenue through better outcomes.

Marketers can also manage the entire marketing asset lifecycle process using the SAP Digital Asset Management application by OpenText. The application helps facilitate the collaborative creation process, publish assets, establish and enforce usage parameters, and ensure that brands are consistently and accurately utilized throughout the organization.

To discover how SAP Solution Extensions can help your sales or marketing organization, visit http://go.sap.com/solution/customer-engagement.html.

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Becky Newell
Rebecca Newell

Director
Global Ecosystem
and Channels
RTM Marketing
SAP



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