Digitalized Customer Service, Breakfast Club 26.1.2017
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The document discusses a digital customer service breakfast club event held by Bilot Consulting, focusing on the importance of digital transformation in customer service and the tools available, such as SAP Hybris. It emphasizes reducing customer effort to drive loyalty and outlines the maturity levels of digital customer services, including self-service and omnichannel communication strategies. The presentation also covers project considerations, lessons learned, and the need for companies to modernize their customer engagement approaches to meet evolving consumer expectations.
Digitalized Customer Service, Breakfast Club 26.1.2017
- 1. DIGITALIZED CUSTOMER SERVICE Breakfast Club 26.1.2017 26/01/2017 www.bilot.fi 1
- 2. Agenda 26/01/2017 www.bilot.fi 2 Welcome & Introductions Digital Customer Service SAP Hybris Cloud for Customer demo SAP Roadmap & Hybris Engagement Center Demo Project Considerations & Lessons Learnt Q&A
- 3. Digitalization – industrial strength. 26/01/2017 www.bilot.fi 3
- 4. Digital Customer Service Bilot Consulting, Joel Loikkanen 26/01/2017 www.bilot.fi 4#bilotsclub
- 5. #CDOBarometri 28,9 % 4,4 % 6,7 % 8,9 % 11,1 % 13,3 % 17,8 % 26,7 % 31,1 % 33,3 % 55,6 % 0,0 % 20,0 % 40,0 % 60,0 % Other, what Taking advantage of sharing economy Orderbased business models Speeding up business globalization Reaching new customer segments Improving customer acquisition Production optimization Servitization of products Creation of a new ecosystem / marketplace Data and interface commerialization Improving Customer Experience Other, what: Growing business, improving customer’s processes, new digital business model, new products and services, automization of services, content development, qualityzation Which of the following digitalization themes are relevant to you? www.bilot.fi #CDOBarometri Data utilization and new marketplaces are also in focus
- 6. 26/01/2017 www.bilot.fi 6 ” We buy from companies due to great products, and stop buying due to bad service” “Customer Service Interactions Tend to Drive Disloyalty, Not Loyalty” “The key to mitigate disloyalty is reducing customer effort” 94% of customers with low effort service could intend to repurchase, high-effort 4% 88% of customers with low effort service could increase spending, high-effort 4% 1% of customer with low effort service talk negatively about company, high effort 88% Source: Matthew Dixon, Nick Toman, Rick Delisi (2013) The Effortless Experience
- 7. Digital Customer Service 26/01/2017 www.bilot.fi 7 Customer Service is an attitude Think about the big picture Customers create their own journeys Future proof (rise of new channels) What to measure (pain points, opportunities, constant improvement, enabling quick decision making)
- 8. Customer Service Funnel 26/01/2017 www.bilot.fi 8
- 9. Maturity of Digital Customer Service Traditional channels Offline service and sales Non-personalized Digital to complement other channels Low technical complexity Advanced digital channels Adapted to preferred channel Reactive service and sales Manual personalization Digital as convenient alternative channel Moderate technical complexity Driving channel preferences Proactive service and sales Individual level personalization Seamless cross-channel journeys Revenue generation through customer service High technical complexity 26/01/2017 www.bilot.fi 9 Available Engaging Driving Source: Derived and modified from Peppers&Roger Group 2015 - How Mature Is Your Digital Customer Experience Strategy? Maturity StrategicValue
- 10. Enabling Solutions 26/01/2017 www.bilot.fi 10 Self Service www, FAQ, Chat, SoMe, Portal, Communities Hybris Marketing Contact Center Hybris Cloud for Customer Hybris Commerce Hybris Engagement Center ERP Data Warehouse Knowledge Base
- 11. Demo SAP Hybris Cloud for Customer Bilot Consulting, Rickard Kallis 26/01/2017 www.bilot.fi 11#bilotsclub
- 12. Demo Content 26/01/2017 www.bilot.fi 12 Cloud for Customer overview Service features Omnichannel demo
- 13. SAP Hybris Cloud for Customer demo 26/01/2017 www.bilot.fi 13
- 14. SAP Hybris driving Customer Service Excellence Stefan Fröberg, Markku Helin 26.1.2017
- 15. LEGAL DISCLAIMER The information in this presentation is confidential and proprietary to SAP and may not be disclosed without the permission of SAP. This presentation is not subject to your license agreement or any other service or subscription agreement with SAP. SAP has no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation and SAP's strategy and possible future developments, products and or platforms directions and functionality are all subject to change and may be changed by SAP at any time for any reason without notice. The information in this document is not a commitment, promise or legal obligation to deliver any material, code or functionality. This document is provided without a warranty of any kind, either express or implied, including but not limited to, the implied warranties of merchantability, fitness for a particular purpose, or non-infringement. This document is for informational purposes and may not be incorporated into a contract. SAP assumes no responsibility for errors or omissions in this document, except if such damages were caused by SAP´s willful misconduct or gross negligence. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions.
- 16. THE WORLD HAS CHANGED
- 17. CUSTOMERS ARE CHANGING THE RULES. TECHNOLOGY IS CHANGING THE GAME. DIGITAL TRANSFORMATION IS EVERYWHERE
- 18. THE WORLD OF CUSTOMER SERVICE HAS CHANGED… TODAY’S CUSTOMERS … HAVE GREATER CHOICE HAVE HIGHER EXPECTATIONS ARE MORE EMPOWERED
- 19. NOW YOU NEED TO MAKE A CHANGE… TODAY’S COMPANIES SHOULD … BE EASY TO ENGAGE WITH BE BETTER INFORMED BE PRESENT IN ALL RELEVANT CHANNELS
- 20. 2 OUT OF 3 COMPANIES BELIEVE THAT THEIR CRM SYSTEM DOES NOT SUPPORT THEIR FUTURE VISION FOR CUSTOMER ENGAGEMENT Source : SAP Research
- 21. YOU’VE BUILT UP A CUSTOMER SERVICE CENTER TO RESPOND TO YOUR CUSTOMER’S ISSUES.
- 22. AND YOU’VE GIVEN YOUR FIELD SERVICE TECHNICIANS PRODUCT TRAINING AND A COMPLETE TOOLBOX
- 23. YOU CAN OFFER POST SALES SUPPORT …
- 24. … BUT WHAT ABOUT BEFORE THE FIRST SALE?
- 25. 53%Abandon a purchase if they can’t find quick answers to their questions Source : Forrester 2016 SERVICE STARTS AT THE BEGINNING OF THE BUYING PROCESS THE CUSTOMER JOURNEY HAS TRANSFORMED
- 26. SUPPORT DURING BUYING PROCESS AFTER SALES SUPPORT ASSISTED SERVICE Chat/Video chat Voice Call Back Email Social channels UNASSISTED SERVICE Online Self Service Support Communities Knowledge Management IT’S TIME TO TRANSFORM YOUR SERVICE OFFERINGS …
- 27. WEB CONTACT CENTER DIGITAL GOODS MOBILE SMS/NOTI- FICATIONS EXPERIENCE MANAGEMENT PLATFORM, INFRASTRUCTURE, INTEGRATION, YAAS DATA & PROCESS MANAGEMENT MDM FOR CUSTOMER ENGAGEMENT AND COMMERCE (PRODUCT, PATIENT/PROVIDER, ORDER) COMMERCE MARKETING SERVICE SALES AGENT TOOLSIN STORE SOCIAL MEDIA MARKET- PLACE EMAIL @ PRINTDIGITAL ADVERTISING SEARCH KW/ADS IOT OUR SOLUTION REVENUE
- 28. SAP HYBRIS SERVICE Self service ENGAGEMENT CENTER Field service Omni-channel communication Service Mgmt & Dispatch Self Service SAP JAM Communities Engagement Center* (B2C Sales + lightweight Service Engagements) Incident / Interaction Execution SAP Contact Center (Omni-channel communications) Cloud for Service LOW TOUCH SERVICE HIGH VOLUME HIGH TOUCH SERVICE LOW VOLUME INTEGRATION WITH TRANSACTIONAL SYSTEMS *not yet released in Finland
- 29. Cloud for Service vs. Engagement Center SAP Hybris Cloud for Service • Designed for service processes of all complexities where interaction results in a ticket / case • Powerful ticket and case management capabilities • Rich set of APIs for integration • Standard integrations with SAP ERP, Hybris Marketing, SAP Contact Center, etc. SAP Hybris Engagement Center • Designed for high volume, lower complexity customer service situations across all channels • Next Generation Agent Desktop solution based on SAP Contact Center delivered over YaaS • Self-service extensions using YaaS platform • Standard integrations with SAP ERP and SAP Contact Center
- 30. AGENTS NEED TO EFFECTIVELY SUPPORT CUSTOMERS ON ALL CHANNELS 50%of organizations will soon be managing a multichannel contact center featuring at least eight channels Source: Dimension Data
- 31. SAP HYBRIS SERVICE ENGAGEMENT CENTER Consistent Experiences Everywhere Chat, video chat, phone and social Contextual interactions Powered by SAP Contact Center SAP Fiori user interface Mobile and multiple device support
- 32. AGENTS NEED CONTEXT, AND REAL-TIME CUSTOMER INSIGHT, THROUGHOUT THE ENTIRE CUSTOMER JOURNEY 14%time spent searching for answers in multiple systems Source: Aberdeen
- 33. SAP HYBRIS SERVICE ENGAGEMENT CENTER Next Generation Agent Desktop Ticket and order management Customer profiles Order, service and interaction history Intelligent routing Respond to Community posts Reporting and analytics
- 34. SAP JAM COMMUNITIES Drive engagement through SAP Jam Communities integration: Foster collaborative issue resolution through Q&A and discussion boards – both self- service, customer-generated and agent- contributed Provide expert agent guidance with embedded chat and video chat support. Lift conversion rates by offering relevant content throughout the buying journey Leverage standard integration to SAP Hybris Service Engagement Center and SAP Hybris Commerce
- 35. SAP HYBRIS SELF-SERVICE With the Self Service Features on SAP Hybris as a Service: Create new service tickets on the web Track support requests Register Products Connect with Communities Collaborate with service agents Download instruction manuals, warranties and product relevant details
- 36. DEMO
- 37. DEMO SCENARIOS Customer is on discussion forum and leaves a question. Question is pushed to EC for processing by User. User additionally decides to call the customer. Customer initiates a chat. Chat is pushed to the User for handling. User can see customer’s social posts and previous chats. Customer initiates a video call + chat. Video call + chat is pushed to the User. Rock on!
- 38. DELIVER END-TO-END SERVICE EXCELLENCE, BUILD BRAND LOYALTY AND INCREASE REVENUES access to experts anytime using the customer’s channel of choice CONVENIENT omni-channel experience across every touchpoint in the customer journey CONSISTENT answers via self- service, engagement center and field service interactions TIMELY information provided by experts when customer’s request or need it RELEVANT
- 39. SAP Contact Center RECENT DEALS … AND SOME OLDER ONES
- 40. THANK YOU
- 41. Project Considerations & Lessons Learnt Bilot Consulting, Petri Niemelä 26/01/2017 www.bilot.fi 42#bilotsclub
- 42. Project Approach - Example 43 PHASE 1 Design Development and validation (sprints) Verify: UAT Pilot and rollout 2b 3 4 5 Business workshops + Reference group meetings 1. 2. 3. 4. 5. 6. 7. Key activities • Define Customer • Challenge operating model • Refine scoping & plan • Identify gaps and study bottlenecks • Involve core team • Set integration content Integration development Key activities • Scoping • Engage key (business) users • Train system maintenance • Manage bottlenecks • Proactive use workflow proposals from partner • Document use cases for testing and training Analyze & Plan Key activities • Multiple sessions with limited scope and participants Change management Key activities • Requirements definition • Data quality review • Scoping & phasing • Pre-study / Proof-of- concept • Risk evaluation • Business insight • Project planning 1 2a
- 43. Critical Project Success Factor 1/26/2017 www.bilot.fi 44 Plan & Manage Bottlenecks Scoping, Scoping, Scoping Engage Organization Build Strong Team Challenge Vision & Processes Align Organization, Processes & Solutions