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Gain a Single View of the Customer Journey

How SAP Cloud for Customer Enables Digitalization of the Front Line

by Nayaki Nayyar | SAPinsider, Volume 16, Issue 2

April 1, 2015

Companies that understand how their customers interact with them and act upon that information will stand out from the crowd and gain a competitive edge. This article explains how SAP Cloud for Customer — a cloud-based software-as-a-service solution powered by SAP HANA — integrates customer data across every touchpoint into a single view, and unifies all sales and service processes with one common platform, to help companies create a differentiated and seamless user experience.

 

Imagine having a single view of every customer interaction with your company at your fingertips — from the time they walk into your store, visit your website, tweet about your products, or reach out to your call center for help. Now imagine how you can leverage that data to create a differentiated and seamless user experience.

The new buzz on the street is all about the need for an omnichannel approach to engaging customers. Companies want to deliver a seamless and consistent customer experience across all physical and digital channels, whether it occurs during an in-person interaction at a store, on a mobile device, via a phone call, in a tweet, or through an email. To find this “holy grail” of customer engagement, an organization must first integrate traditionally siloed customer engagement functions — marketing, commerce, sales, and service — into a single platform.

Getting the full 360-degree view of all your customer interactions across all touchpoints is challenging, especially when you factor in the number of disparate systems and data types that are often involved in an organization’s marketing, commerce, sales, and service functions. So how can a business achieve this goal, quickly, efficiently, and with an eye toward the future?

The Future of Customer Engagement Is Here

SAP Cloud for Customer is a public cloud-based, software-as-a-service (SaaS) solution that tackles these challenges powered by SAP HANA. It integrates all customer data across every touchpoint into a single view, and unifies all sales and service processes with one common platform.

To gain a concrete understanding of how SAP Cloud for Customer puts these capabilities into practice, let’s take a closer look at the role it can play in some key business scenarios. 

Sales and Service Solutions

Today’s sales processes for engaging with customers are evolving and getting simpler every day. Predictive analytics, mobile technology, and cloud services have been instrumental in improving the productivity and effectiveness of sales professionals. For example, SAP Cloud for Customer predictive analytics can help find the best deals given existing circumstances; it can also help identify influencers based on their social presence, content, and topics of interest. In addition, wearable technologies such as the Apple Watch and Samsung Gear Watch will soon be standard tools for helping salespeople perform simple deal and quote approvals, manage customer appointments, and get customer profiles. SAP Cloud for Customer is designed to facilitate these tasks on any device in an online or offline mode (see Figure 1).

 

 

Figure 1 — SAP Cloud for Customer is available on multiple devices, in different form factors, in an online or offline mode

 

Wearables and the Internet of Things (IoT) are also affecting the world of service. For example, field service reps can access all the information they need — such as repair instructions — from their smart glasses, leaving their hands free for fixing equipment. Maintenance service calls can be logged directly from machine sensor readings before the machine breaks or is in need of repair, and field service reps with the required knowledge can be assigned and dispatched automatically before a problem occurs (see Figure 2). 

 

Figure 2 — SAP Cloud for Customer allows field service reps to connect in real time with remote experts and refer to three-dimensional models to fix equipment

 

Industry-Specific Solutions

In addition to supporting key processes, SAP Cloud for Customer provides extensions that tailor the customer experience to specific industries. To get a sense for some of the benefits organizations in different industries can achieve with SAP Cloud for Customer, let’s look at an example based on the consumer products industry, and another based on the travel and leisure industry.

In the consumer products industry, customers are using SAP Cloud for Customer to manage product placement on shelves (see Figure 3) to reinforce brand image, maximize product availability, and ensure sales opportunities aren’t missed. Other customers are using IoT machine-to-machine sensor notifications to automatically open service tickets with SAP Cloud for Customer to restock supplies.

 

Figure 3 — Visual planograms in SAP Cloud for Customer enable users to manage product placement on shelves to increase customer purchases

 

Organizations in the travel and leisure industry are also taking advantage of SAP Cloud for Customer functionality. A customer’s vacation journey ranges from dreaming, planning, and booking to experiencing and sharing. And these steps take place across a number of channels: online, in store, through a call center, over social media, and face to face. With SAP Cloud for Customer, a travel company can get a 360-degree view of the customer with information such as previous vacations taken and preferences for leisure activities gathered from social channels. Using predictive analytics, the system can also automatically suggest additional vacation activities for cross-sell and upsell opportunities based on the customer’s profile (see Figure 4).

 

Figure 4 — With predictive analytics, SAP Cloud for Customer can automatically suggest vacation activities based on a customer’s social profile

 

Moving to the Cloud

The power of the cloud, mobility, and predictive analytics, combined with the growing number of digital consumers, is changing how companies are engaging with their customers, and differentiating forward-thinking organizations. Companies that understand how their customers interact with them and act upon that information will find the “holy grail” of customer engagement and will capture the market.

The power of the cloud, mobility, and predictive analytics, combined with the growing number of digital consumers, is changing how companies are engaging with their customers, and differentiating forward-thinking organizations.

SAP Cloud for Customer is a suite of software solutions that includes SAP Cloud for Sales, SAP Cloud for Service, and SAP Cloud for Social Engagement, and offers you the ability to digitalize your sales and service organizations. SAP Cloud for Customer is a part of SAP’s customer engagement and commerce portfolio, it is extendable, and it integrates with both SAP and non-SAP backend systems.

Learn more about SAP Cloud for Customer at www.sap.com/pc/tech/cloud/software/cloud-for-customer/index.html.

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Nayaki Nayyar, SAP
Nayaki Nayyar

Senior Vice President
SAP Cloud for Customer Engagement
SAP



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