Creating superior customer experiences in CRM with PwC consulting and SAP CX technology

Challenges in online commerce

From desktop to mobile-first to headless commerce, customer interactions in e-commerce are now a multi-channel experience.

In this context, headless commerce means that the backend logic and content can be made available via high-performance interfaces on any front end – the head.

The SAP Commerce Cloud (formerly Hybris Commerce) offers these interfaces and, with Spartacus, provides a matching encapsulated front end on the latest technology stack.

Consequently, managing content and the context-related control of interactions play a central role.

Implementing personalised customer experiences along with efficient order processing are two critical success factors. Customers often want to hold their purchased products in their hands immediately. So, quick delivery is significant in determining whether their shopping experience was satisfactory. 

Current challenges:

1. How can I harmonise and manage interactions and purchase processing across any channels and touchpoints, including brick-and-mortar retail and field sales?
2. How can I build services or offers that consider the individual customer’s context?
3. How can I perfectly orchestrate my content management so that the right customer sees the right elements at the ideal times?
4. How do I create a highly personalised shopping experience?
5. How do I implement efficient order processing that meets customer expectations?

The functionality of SAP’s Commerce Cloud enables you to address these challenges.

We would be happy to give you more information and explore the possibilities and other advantages in a non-binding discussion.

SAP Commerce Cloud enables:

• Cross-channel online commerce
  Based on the headless approach, the Commerce Cloud enables the connection of any front end and the creation of an omnichannel online shop with SAP Spartacus. It offers customers search and filter functionality and various integrated functions for promotions. 
• Context-driven offers and services
  Use intelligent segmentation, personalisation and merchandising alongside real-time insight generation and intelligent remarketing. 
• Content management
  Integrated functions for validation, workflow review and approval, mass editing and mass upload of content are essential components. In addition, consolidated publishing of all product data and product catalogues is easy via intuitive and user-friendly management interfaces. These include the straightforward generation of multilingual catalogues.
• Highly personalised customer experiences
  A website editor is integrated for simplified storefront management. For a consistent brand and shopping experience, build multiple connected online shops through inheritance and built-in multi-touchpoint support. Design and implement unified advertising campaigns seamlessly. You can also set up context-driven services.
• Seamless order processing
  Handle the purchase and collection of goods via any channel and the return process via omnichannel and self-service functions. SAP Commerce supports B2C and B2B business models and provides customers with constant visibility of stock levels. 

Challenges in sales

To close sales successfully, sales staff need comprehensive customer information at each touchpoint in the customer journey. An efficient and flexible offer design, simple and efficient billing management processes and sound administration of sales regions are also crucial for success. It’s also becoming increasingly important to help sales staff make quick and targeted decisions. SAP Sales Cloud (formerly SAP Cloud for Customer or C4C) specialises in facilitating salespeople’s work, accelerating closings and maximising success rates.

Current challenges:

1. How do I provide my sales talent with the correct information at the right time to increase their chances of success?
2. How do I easily configure even the most complex offers online and design contracts, prices, and discounts simply and quickly?
3. How can I modernise territories and enable better planning to optimise my turnover? 
4. How can I accelerate our sales and billing processes and adapt them to modern customer requirements?
5. How can I easily and transparently integrate my compensation system into the sales process across all channels?

The SAP Sales Cloud’s functionality, SAP CPQ (formerly CallidusCloud), and SAP Commissions (formerly CallidusCloud) meet these requirements.

We would be happy to give you more information and explore the possibilities and other advantages in a non-binding discussion.

The SAP Sales Cloud with CPQ and Commissions enables:

• Sales support and optimisation
  The Sales Cloud offers lead and opportunity management in real-time and complete transparency about the pipeline. It enables automated sales processes with an integrated sales assistant, as well as detailed insights into your deals and built-in reporting. It gives a 360° view of each customer with the entire interaction history. Enjoy a full insight into sales forecasts and set up offline functionalities for mobile devices. An integrated visit management and route planner complements these functions, affording extensive collaboration options for efficient cooperation.
• Offer and contract design
  Your salesforce can benefit from digital quotation configuration (Configure, Price, Quote or CPQ), Guided Selling and fast quotation creation. Product configuration and pricing are quicker and easier. Realise margin protection and grow sales through simplified cross- and upselling. Increase efficiency through automated workflows and approval processes. Gain mobile access to contract documents and the option to implement contract negotiations in a protected online portal. 
• Sales performance management
  Supra-regional management of sales regions and accelerated commission settlement increase efficiencies. SAP Sales Cloud with SAP Commissions also supports the faster realisation of sales plans, real-time updating of sales documents, and an integrated and transparent compensation system.
• Order processing and settlement management
  The solution automates order processing across multiple systems, providing seamless and simplified settlement management.
• Intelligent decision support
  Implement intelligent budget planning and get support from the Sales Cloud by automatically identifying KPI-specific outliers and anomalies. Access personalised recommendations to increase sales. Data analyses supported by machine learning are also possible.

Challenges in service

In saturated markets especially, maintaining and strengthening existing customer relationships is essential for a company’s sustainable turnover. Outstanding service plays a vital role but requires a holistic approach across all channels. For a compelling customer experience, your services must be flexibly and intelligently structured to retain customers in the long term.

Current challenges:

1. How do I synchronise my service processes to create a superior customer experience? 
2. How do I reduce manual efforts for service requests while providing an exceptional customer experience?
3. How can I make services flexible to meet every customer request directly?
4. How do I optimise on-site service activities at customer locations?

The SAP Service Cloud (formerly SAP Cloud for Customer or C4C), SAP Field Service and SAP Cloud Platform help you to overcome these challenges.

We would be glad to give you more information and explore the possibilities and other advantages in a non-binding discussion.

The SAP Service Cloud with FSM enables:

• An end-to-end service offering
  The Service Cloud opens consistent communication within existing SAP systems for your services. It goes hand in hand with simplified data access for service employees and a decisive knowledge advantage through consolidating information.
• Scaling service technology
  Use artificial intelligence (AI)-powered speech technology for service bots and machine learning-based service ticket management. Automate information retrieval via intelligent bots. Advanced customer self-service technology is another component of the Service Cloud with the Cloud Platform.
• Intelligent user experiences
  Realise consistent service offerings across channels, from self-service to agent-assisted service to field service and feedback management. Use Deep Learning to efficiently route, categorise and prioritise service tickets and set up gamification to motivate service agents.

Challenges posed by customer data

Handling customer data properly is central to business success but comes with significant challenges. Your customers and partners want personalised and seamless experiences without compromising trust and control over their data. Additionally, the ever-changing technological and regulatory environment makes it difficult to realise the full potential of your customer data.

Current challenges:

1. How do I build my customer data solution on first-hand identities while creating seamless user experiences?
2. How can I implement specific access and consent management requirements?
3. How do I ensure legal compliance and a trust-based customer relationship based on control and transparency?
4. How can I take the next step towards superior customer experiences, considering my existing CIAM and ECPM solution? 
5. How do I use the 360° view to orchestrate customer interactions along the entire customer journey and across all touchpoints?
6. How do I ensure compliant handling of my customer data via access and consent beyond the level of individual touchpoints?

With the SAP Customer Data Cloud's CIAM and ECPM solutions, you can create the foundation to master these challenges. And with the SAP Customer Data Platform, you can take your customer data and experiences to a new level. 

We would be glad to give you more information and explore the possibilities and other advantages in a non-binding discussion.

The SAP Customer Data Cloud enables:

• Turn anonymous visitors into loyal customers – Customer Identity and Access Management for B2C
  Offer your customers cross-touchpoint registration and social login for all your platforms through a simple integration and under high-security standards. Build uniform customer profiles according to your requirements in a central database to synchronise them with other data sources.
• Bind business partners and customers while reducing costs - Customer Identity and Access Management for B2B
  Ensure fast onboarding based on your partners’ self-administration according to your requirements. Enable policy-based access management, dynamic access control, and privacy-compliant (self-)management of preferences and consents.
• Trust-based customer relationships and compliance – Enterprise Consent and Preference Management
  ECPM is a solution for managing and audit-proofing the storage of preferences and consents. It provides version control and simple processes for capturing and viewing consents and preferences.  
• Connect online and offline customer data and all sources in real-time
  Through simple integration, merge data silos such as ERP, CRM, partner data and anonymous third-party data with your customer identities. Events fed in real-time complement your customer profiles. This gives you a comprehensive view of your customers, enabling coordinated interactions. 
• Orchestrate customer experiences along the entire customer journey in real-time
  SAP CDP is the central activation layer between all customer data sources and interaction systems such as email, marketing or customer service. Activation can take place in different views depending on the quality and trustworthiness of the data. Defined campaigns and journeys pass information about events, segments, and target groups to the solution, which can distribute to downstream systems. 
• Ensure data protection and governance across all downstream touchpoints and systems
  Starting with captured consent and preference data from ECPM, the SAP Customer Data Platform is the control centre for your customer data. Reassure the regulators that your customer data is used for its intended purpose across all downstream systems. Built into the solution’s architecture from the ground up, it ensures compliant use of your customer data.

Challenges for individual system extensions

Companies’ CRM systems often grow organically over time and are extended by individual applications within the CRM. These systems are usually particularly well adapted to internal business processes. However, if a new underlying CRM replaces the old one, adopting such extensions is not always possible. This approach is also no longer in line with best practices. In such cases, you need a suitable platform that supports the smooth integration of customised solutions into the new CRM solution and other existing systems.

Current challenges:

1. How can I easily and quickly implement individual extensions or migrate existing ones? 
2. How can I connect the most diverse IT systems with one other?
3. Is the corresponding platform suitable for further development of the IT structures, and does it support digital transformation?

The SAP Cloud Platform offers the necessary functions to master these challenges.

We would be glad to give you more information and explore the possibilities and other advantages in a non-binding discussion.

The SAP Cloud Platform enables:

• Integration of the entire value chain
  The SAP Cloud Platform enables the integration of cloud and on-premises systems along the whole value chain. Rapid implementation is possible with the help of pre-configured integration packages, APIs, and business processes. And thanks to intuitive operating elements (drag and drop) the handling is particularly user-friendly.
• Easy development of application extensions
  With the development and provision of applications and services for integrated business processes, you can create consistent experiences for customers and employees. Open standards allow tremendous flexibility and the use of existing knowledge. The SAP Cloud Platform provides a wide range of services around data storage, security, IoT, analytics, UX, AI and ML, and mobile.