Know your customer:
the true power of Omnichannel
BE EVERYWHERE... or go nowhere:
New research gives businesses a simple choice. Stay one step ahead of the customer or
risk being overtaken and out-competed.
Introduction
There’s momentum to the way apps and technology are creating
new arenas for the customer/brand relationship. Each month
brings new customer behaviors which need to be met and
understood. In the buyer’s world, new technology has allowed
leading brands, devices and platforms to redefine what not just
how we engage and interact, but what we expect an excellent
customer experience to feel like. The question is, what does a
successful business need to look like in this brave new digital
world? And how can you transform safely to meet the new
benchmarks of customer expectation?
With this in mind SAP has commissioned fascinating new
research to uncover the scale of the challenges and the
opportunities presented by this ‘consumerization’. Here we
present insights from the responses of more than 900 key
decision makers at some of the world’s biggest brands, in eight
global markets. Heads of sales, directors of marketing and
information officers, plus directors of commerce and customer
service. Companies turning over 100m+ to billions every year.
They all shared candid, frank opinions, and now we can share
them with you.
The set-up is a familiar story: You had an incredible experience at
the car dealership on Saturday, a test drive arranged from your
phone. The sales team was expecting you and knew your name
when you arrived. Before you even got home you’d received a text
with the exact day and hour your new wheels would be delivered.
The whole thing was seamless. Happy days. So when you’re back
in the office on Monday, why does ordering from regular suppliers
seem so painful? You still have to order parts by phone. There’s
no order tracking. They don’t... anticipate. They don’t... learn. It is,
at best, a loveless relationship.
The fact is eager, efficient, brilliant brands have figured out how to
serve the consumer everywhere. And these modes of interaction
and service are affecting businesses in every sector. So how do
you keep up with the insatiable demands of the digital customer?
In this paper, armed with this timely piece of research, we’re
going to chart the road ahead. We’re passionate about the
transformative power of well-organized data and the insights it
can generate. It’s how we think all businesses should work. We’ll
demonstrate to what extent business is ready or unprepared for
this new world, and how it needs to change to get there.
Some of the results you might have expected, but in their honesty
these business leaders have made one thing starkly clear: business knows customer-led change is afoot, and it must deliver
a joined-up, intelligence-driven experience to customers.
Consciousness is high, but readiness is low. How should they
transform their businesses to meet these new demands?
Business knows customer-led change
is afoot, and that somehow it must deliver a
joined-up, intelligence-led experience.
The good news? The goal is wide open. The opportunity to become
a leader in this new digital economy is huge.
The Omni-Channel World
1
Time to act
It used to be easy - research a market, design a product or
service, market the thing. But the old consumer economy model
of a top-down, we-speak/you-learn sales relationship has been
comprehensively superseded by the digital economy. Customer
relationships are now conducted across multiple channels,
from social platforms to phone calls, from billboard hashtags to
offices and showrooms; at any time of day or night and from
every kind of device. Customers self-educate, they chat about
products and services without input from a sales person’s notes.
The problem faced by businesses in the digital era is how to
maintain consistency and grow sales across multiple touch points
and communicate their brand powerfully. What are the risks?
Old customer relationship management techniques and platforms are behaviorally, structurally and technologically incapable
of meeting the dynamically evolving needs of modern sales,
marketing, customer service, commerce and branding. The
simple fact is that, regardless of the size of your business, you
will already be managing ever-smarter, ever more complex
relationships – ones that will continue to evolve.
THE BIG NAMES KNOW CHANGE IS COMING
87%
of business leaders who responded to our
survey represent organizations with annual
turnover from $100m-1bn.
6%
think they’re managing customer relationships
in a truly sophisticated, joined-up way.
Of course no business leader has their head in the sand on this. You can see this changed world in the glowing blue light in everyone’s
hand on the commuter train. But SAP’s ‘Single View’ research programme has uncovered what many already suspected: the time to act
is now. Industry leaders understand they’re falling short, but haven’t been offered a unified solution, until now. Business people have
been drowning in data and assailed by analytics, but have lacked any actionable insights.
How about
82%
believe they have more channels to evaluate in
order to achieve a clear picture of their customer
and sales environment now than 12 months ago
And failure to manage those relationships
44%
believe there will be a loss of customer loyalty
and engagement
The Omni-Channel World
2
Be a change maker
A piecemeal approach simply will not work. You can’t afford
to be selective. Raising the bar just one part of your business
creates gaps in the experience you are able to offer your
customers. Fixing or upgrading only certain touch points
will not solve the problem of today’s disjointed businesses.
Customer and client expectations have been redefined by
powerful, affordable mobile technology: they expect a single
unified experience, personalized interactions and consistent
messaging. Simply put, if you fail to deliver this new digitallydriven consistency properly, you risk consigning your business
to the second tier at a stroke.
OVERHEARD... BUT UNDER-SERVED
IF YOU’VE EVER SAID THIS, THEN SO HAVE HAVE YOUR CUSTOMERS...
So infuriating! That sales
person said she had no record
that I returned this already,
3 months ago...
“On Instagram some-
one said that shirt was
20% off until October
though?”
But I tweeted your helpdesk about the 5 days of
downtime? They said you’d
refund me
Mind the gap
As a staggering 94% of respondents in the survey attest: business leaders all know they’ve got to close this technology gap. But it’s
vital to understand that this technology gap is about something more subtle, pervasive and behavioral than mere investment in new
hardware and systems.
54%
Of those marketers surveyed agree that their
customers are demanding more digital experiences,
especially via social and mobile channels
28%
Of marketers recognize that delivering personalized
experiences to customers have repaid companies not
just in revenue, but also in advocacy
Chief Marketers Are Getting the Message
In marketing-speak, one might say that businesses need to
embrace a truly unified, ‘single-view’ of customer intelligence if
they are to deliver in an omni-channel environment. We can boil
it down to a simpler message: If you don’t understand everything
about the customer, wherever and whenever they are, you’ll fail to
give them what they need.
Adopting this single view is a business imperative. The benefits
are connected-up information sources and analytics that build
real, unique, individually-focused insights. Data once lost in the
back-office now supports sales in the front-office. You need a
platform where every interaction is shared, building better sales
and ultimately a stronger brand.
insightful and above all actionable. At this pivotal, transformational
moment, if you possess a true, omni-channel perspective of your
customer you will out-perform your competitors. It simply puts you
ahead and will transform the operation of your business.
Organizations whose level of insight facilitates delight among its
customers and clients will be the winners in this new economy.
They’re often new, noisy and disruptive, but if they can design a
compelling business experience that existing established players
can’t or won’t match, they will ‘Uber’ those businesses out of
existence. (And yes, when a company has become a verb you’re
right to fear them.)
In the digital era, business intelligence must function as
‘information-everywhere’: relevant, tailored, timely, mobile,
The Omni-Channel World
3
5 SIGNS YOUR BUSINESS ISN’T OMNI-CHANNEL... YET
Anti-social?
Not yet fully mobile. Only...
of businesses still can’t be contacted by
social media.
of businesses are ready to support a mobilefirst engagement with customers.
56.6%
17%
Hidden information. Only...
No ear on the conversation...
of businesses offer a customer history and
service record in mobile apps.
of businesses’ existing CRM systems
have no way to track customer social media
interactions
12.9%
76.3%
Dumb data.
77.2%
of businesses rely on CRM tools that are dumbdashboards at best, generating no insights,
no predictions, no actionable intelligence.
The three dangers of doing nothing
No half measures
Business as usual is business that’s doomed:
To be useful, information must flow. Traditional organizational
and technological silos are now killing businesses’ ability to
compete with more agile organizations. A revolutionary step is
needed in order to gain the benefits of the omni-channel singleview of the customer, and really meet their expectations wherever
they are, whatever they’re doing. The research is clear on the
challenge here. Currently only 25% of businesses polled said they
were able to draw insights from all business areas. As is surely
clear, half measures or piecemeal improvements can’t create
a single view of the customer. If the system isn’t truly interconnected, if the information doesn’t circulate through each business
function, you won’t see the benefits.
1. You’ll be out-competed by smarter businesses.
Our research shows only 25% of businesses are taking advantage
of an omni-channel, single-view platform that meets the
demands of a new generation of customers. New entrants can
come out of nowhere, with an offering that redefines “excellent”
in your industry, even from an unrelated sector. Once customers
experience the best, they soon expect if from everyone.
2. Your company’s vision will be undermined by
systems that store yet hide intelligence from you.
This is a fear shared by 61% of business leaders in our research
group, convinced that their existing IT systems supporting CRM/
ERP and the sales environment are holding back their company’s
commercial vision. This challenge is most pressing in the US
and UK, with 66% experiencing a ‘tech gap’ between systems'
capabilities and the wider commercial intentions of the business.
3. Data is everywhere but dispersed.
Like every challenge in business, this is a chance to show
leadership, strengthen your brand and build a better, more robust
organization. Changing customer demands, and high technology
are only re-emphasizing the long-known need for a truly joinedup company where sales, leads, customer service, marketing
and commerce all share best practice and deliver a seamless
experience. Fortunately, there is a powerful solution business can
embrace to achieve this step-change.
You’ve got analytics … in monthly reports... that go nowhere.
Information, but no insights. No dynamic predictions, no sales
uplift, no improvement of the customer relationship.
It doesn’t matter what industry it originates in. Once customers experience the best,
they soon expect it from everyone.
The Omni-Channel World
4
SOURCES OF DATA USED TO CREATE SINGLE VIEW OF THE CUSTOMER
Q1: How many data sources must you consolidate to create a single view of your customers' experience with your company?
Base: Total (906)
68%
Sales (Sales automation managing accounts, leads, opportunities, etc)
63%
Customer Service (contact center service ticket, inquiries, etc)
61%
Marketing (email/web marketing, mobile marketing, campaigns)
Finance, Product Inventory (ERP, ECC etc)
40%
Commerce (B2B B2C e-commerce)
37%
34%
Social Channels / Communities
Mobile Apps
29%
25%
Retail/POS
22%
Data via 3rd party sources (Nelsen, Turn, DB360, etc)
None are consolidated
3%
Don't know/Refused
3%
The power of togetherness:
leveraging the single view
As our survey makes clear, despite ever-expanding data sources
driven by growing customer touch points, companies still rely on
traditional sales data (68%), customer service feedback (63%) and
marketing data (61%) to understand their customers. Ironically
the areas where the customer is most vocal, most open and most
engaged are largely left to languish or not incorporated into the
picture. This is dangerous. By ignoring finance/product inventory
information, commercial information, social activity and mobile
app interaction data in this way, businesses are reinforcing a dangerously myopic vision of the customer that’s based on their own
intention, rather than building a dynamic and evolving picture of
the customer that generates better value and builds new insights.
Businesses are reinforcing a
dangerously myopic vision of the customer
that’s based only on their own intentions.
As it stands, only 24% of companies have integrated their customers’ social interactions into their CRM platforms and made the
data visible and useful. It’s a tiny figure, given how much commerce is conducted online. Likewise on mobile. Everyone seems
to agree mobile is the future, but nowhere near enough businesses are folding the mobile app data they generate into their
view of the customer. Where there should be insight, there is only
data. Again, there’s much work to be done – 79% of respondents
confirm that the single view is pivotal to improving commercial
performance.
WHO IS LISTENING TO THE CUSTOMER?
SOURCE: CMO Study, IBM 2014
93%
Of marketers surveyed have not been able to
achieve a single view of their customers
56%
Of marketers are moderately satisfied with
their company’s ability to listen and respond
to the needs of their customers
90%
Of marketers are not confident in their
company’s ability to leverage data into actionable intelligence
In order to be of value, a true single view must encompass every
part of the omni-channel reality of today’s business environment.
Let’s dig into the ramifications, the opportunities and dangers
that omni-channel/single-view brings for each of the key business
functions: marketing, commerce, sales, and customer service.
Everyone seems to agree mobile’s the
future but nowhere near enough businesses
are folding the mobile app data they generate
into their view of the customer.
The Omni-Channel World
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The four opportunities of
OmniChannel
1. The opportunity for marketing
In the digital era marketing functions have had to scale up and
go wide. Customers have become sharers, broadcasting so much
more about themselves, their preferences and desires, data that
seems tantalizingly within reach. But as our research shows,
marketers biggest fear is that they’re not currently organizationally structured to take best advantage of this information. They
don’t know what’s churning in customer service, so they can’t
respond and tailor accordingly. They don’t know enough about the
customer’s purchasing habits from the Sales team. They probably
have no overview of the customer’s social media opinions about
their product or service either. Hence their fears that competitors
with better actionable insights will beat them to the sale.
Underperforming systems are holding you back
Our research was clear, ‘systems’ are a big problem. Over 60%
of marketers identified their various existing IT tools (email,
disparate web marketing tools, campaign processes, and data
trapped in spreadsheets) as daily impediments to delivering
the company’s vision and goals. And while everyone agrees it’s
a mobile-first future, only 30% of marketers are saying their
organizations are ready to deliver that experience, with a
worrying 52% seeing this is as over 12 months away at best.
And as we know, a compelling mobile experience is only possible
if the same end-to-end connectivity, retail connected to marketing
connected to warehousing and customer service, are all working
in harmony. The single view of the customer is, in a way, a mirror
to the single view of the company’s operation.
B2B clients ... with B2C expectations
Whether it's purchasing on the go, ease of contact, customer
service, or just brand feeling: mobile holds a special place in
customers’ affections. It brings together multiple data streams,
You can order from Amazon while at
the coffee shop, and have something delivered
within 24 hours, so why can’t your steel
supplier do the same?
information types, formats and media. And now customers expect
companies to mimic this seamless interconnected experience.
Call it the consumerization of business if you like. You can order
from Amazon on a mobile device and have something delivered
within 24 hours, so why can’t your steel or cement supplier
offer the same service? For smart businesses this is a massive
opportunity: to deliver delight, to gather data, create customized
experiences and gain useful feedback. Look at the UK, where
mobile-first banks like Tandem and Atom have just been given
regulatory approval. They are perfect examples of modern, agile
businesses that have tailored their structures to deliver truly
consumerized business, and their single view of the customer will
be like David’s rock against a host of inflexible Goliaths.
You’ve got the facts, so listen to the message
For sophisticated marketing campaigns connected and shared
intelligence on the customer would be incredibly powerful. Which
is why marketers find the status quo so incredibly frustrating:
sales data hidden from marketing servers, social interactions
that go unrecorded, geographical trends that are missed, social
sharing cues that go unnoticed. Too much top-down, not enough
conversation.
In our survey, a massive 82% of respondents identified themselves as organizationally unready to build a truly clear picture of
the customer. They know the data exists, but it’s denied to them.
79% of those in the study identified the key issue of disparate,
non-interoperable systems as another drag on success. Data
stores that can’t be upgraded and departmental politics that
prevent information from flowing are the symptoms of businesses
trapped by, rather than liberated by, information. You can’t fix it
one bit at a time.
Fintech, and the Uber-ization of banking
According to Antony Jenkins, outgoing CEO of Barclays, FinTech, the emerging financial tech startups are the emerging
upsetters about to provide “banking's Uber moment”:
My view is that most incumbents will struggle to transform themselves fast enough
to be able to compete with the start-ups ... It will create winners and losers across the sector,
history is littered with the Nokias and Kodaks that couldn’t evolve quickly enough.
- Antony Jenkins
This interview came just days after news that the mobile-first Tandem Bank had been approved by UK regulators, joining Atom Bank,
which also appeared in 2015. No legacy IT structures, a mobile-first customer-centric strategy, an agile approach to service design, and a
clean reputational slate? No wonder big banks like Barclays are nervous. And if it can happen in banking, why should something similar
not happen in your sector?
Source: http://www.bbc.co.uk/news/business-34989844
The Omni-Channel World
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We know from our personal lives how
much we’ll share with the brands we care
about and trust... but also how few earn this
privilege.
2. The opportunity for sales
For sales the all encompassing single-view of the customer
is a kind of holy grail. Imagine a perfect world in which you
understood what the customer wants, prefers, has experienced,
dislikes, responds to, how they like to be approached... Again,
it’s a tantalizing prospect. We know from our personal lives how
much we’ll share with the brands we care about and trust...
but also how few earn this privilege. The data from our survey
underscores the challenge ahead, with only 24% of salespeople
convinced they have the daily insight required to direct their sales
efforts to their true potential. Sales people are at the sharp end.
They see the business as it is on the ground, and that’s why 69%
of them in our survey group were convinced that failure to improve on CRM and departmental communication and organization
was holding them back. And this underlines a key tenet of any
successful approach: if you’re not pulling together you won’t close
the deal with the customer. Internal harmony is a pre-requisite
for success in the market place. because the customer is now
everywhere and they’ll soon find you out. Only with this harmony
established can you turn analytics gathered by the different
functions into insights that transform your commercial fortunes.
“I can tell you right now...”
As ever, sales, with its always-be-everywhere mantra, cannot
afford to find itself still saying: “Wait... let me get back to the
office and then I’m gonna call you, m’kay?”. Sales intelligence
should be in your pocket. You have to be customer-relevant, up
to date, ready to close the sale. And if you’re not, you can be sure
your rivals will be. In an Amazon world, fulfillment must be a
fulfilling experience. Quick, easy, tailored and responsive.
Rewarding for all parties.
Sales is also the department wrestling with the largest data sets.
A unified single view would save them work, transforming what
for them is a daily grind of collating sales data, parsing spread
sheets and battling with legacy systems. Joined-up hasn’t yet
happened, but when a competitor does it right, you’ll soon know
about it.
With omni-channel intelligence, sales people can transition from
pure push to push/pull, where they’re meeting already understood customer demand, aware of needs and desires ahead of
time, building commercial outcomes as part of a wider ongoing
relationship. And it’s that level of relationship that will underpin
the successful companies of the modern age.
In 2015 a shocking 22% of commerce
respondents claimed they weren’t even able
to interact with customers via their
website.
3. The opportunity for commerce
Unsurprisingly commerce shares the fears of the sales team.
There’s an understandable anxiety (among 54% of respondents)
that rivals will simply do better by knowing more about their
customers. There’s an element of old business practices holding
things back. In 2015 a shocking 22% of commerce respondents
claimed they weren’t even able to interact with customers via
their website.
With service excellence being defined increasingly by mobile-first
apps and hardware, commerce departments understand that they
should be doing more with mobile, but lack the strategy to get
there. Currently 65% of respondents said they were getting no
usable data from mobile platforms. Fixing this was identified as a
priority. True, some 92% of our survey plan to prioritize this within
two years. But in a highly competitive environment two years
could turn out to be a dangerously long time to wait...
To reiterate an earlier theme, playing catchup is dangerous when
efforts are piecemeal. A division of a company decides to “prioritize mobile”, but doesn’t coordinate efforts with another division…
Systems multiply. Instead of a company building a single view
it now has multiple, disconnected views. Omni-channel means
embracing the whole, or it means nothing.
Omni-channel means embracing the
whole, or it means nothing.
4. The opportunity for customer
service
This is obviously huge. Customer service functions best when it
knows everything, working alongside other business functions
at every step of the customer journey. But it’s typically here that
we encounter the danger of legacy CRM systems. Some 69% of
respondents identified technology platforms as holding them
back from doing what they know to be needed. Worse, only 11%
of customer service experts in our survey thought their business
had access to all necessary analytics. There is widespread dataangst.
But imagine it the other way up for a second. The customer
service rep who knows what the customer was offered on social
media five days ago, who also knows the customer always buys a
winter coat in October. This is the same kind of customer service
team member who can incentivize and delight with just a few
tailored interactions, delivered straight to the customer’s phone
when they return a failed printer to the store: “Oh look I just
received a 5% off coupon for being a loyal customer? Sweet!”
Imagine customer service that doesn’t just fix problems, but that
builds enthusiastic returning customers just as powerfully as the
sales team. What would our new mantra be?
‘Every interaction is an opportunity’.
Imagine customer service that doesn’t
just fix problems, but that builds enthusiastic
returning customers just as powerfully as the
sales team.”
The Omni-Channel World
7
Taming an omni-channel world
The fact is, expectations for your business are being
redefined around you, every day, by what other people are
doing. Innovators in other sectors are somehow casting
shadows over your business, simply because they decided
to be more customer-centric. At the same time, internal
structures that once functioned perfectly are now proving
slow to react to a world that moves at the speed of Twitter,
Instagram, Amazon, LinkedIn et al. Office giants are having
to respond to expectations built in pop-up shops or by online start-ups. But their turning circle is too big. Customers
now drive your strategy, and take to the web to share their
ideas. It’s dizzying stuff and if you ignore them, someone
else will take these ideas and run with them.
But at their root these are solvable problems. For
those prepared to be agile and embrace change, the
opportunities are massive. As our survey establishes time
and again, it’s not that the problem isn’t obvious, it’s that
doing something about it is critical. Right now, it’s the few
who are taking this on, rather than the many. So join them.
Be a leader and consumerize the way you engage with your
customers.
Be ready to redefine your organization for the sake of the
experience generated. It’ll repay your effort so many times
over.
4. More, more, more
With a truly omni-channel approach you’ll start to see
new opportunities for sales, new service lines that can be
offered based on the insights the analytics can generate.
The only limit is your imagination.
5. Be prepared to differ and dare
Don’t be about divisions, be about unities. Dare to embrace
an end-to-end approach to service delivery and customer
relationships that’s more intelligent than your competitors’.
THE TIME IS NOW...
There are five principles for success in an
omni-channel world:
1. Beyond CRM
You have to go beyond CRM in order to unlock the
information that’s been trapped in silos until now. End
legacy technology issues and nurture a new, more
connected business culture.
2. Embrace omni-channel.
Simply put, everything is important. Interactions great and
small build a picture of real lives, real needs, and therefore, real opportunities. That’s the value – with truly unified
data you’ll possess that crucial single view.
3. Be as digital as your customers
In fact, be even more digital than they are. Deliver a truly
world-beating experience, and don’t accept “can’t be
dones” where it provides friction with existing practices.
73.4%
of businesses recognize the challenge posed by
competitors who make better use of customer,
data, analytics and engagement.
Smart businesses are taking on this challenge as a chance to fully understand their
customers. It’s an opportunity to renew purpose and build a better organization.
The single view of the customer might seem to serve a discrete goal but in reality, as a
piece of business change, it will prepare your entire business for the customers of today
and tomorrow. You will deliver great experiences thanks to a back-office and front-office
that share one continuous intelligent function. Embrace transformation and forge ahead.
The Omni-Channel World
8
Research Overview
906 key decision makers with responsibility across Sales, Customer Service, Marketing and Commerce
completed a survey during September 2015.
Region
Sample Size
COMPANY SIZE
UK
100
France
100
10,000 or more
employees
Germany
101
US
203
15%
Brazil
100
Mexico
101
Australia/New Zealand
100
India
101
TOTAL
906
1000-4,999
employees
50%
5,000 - 9,999
employees
35%
Research sample: Job function
906 key decision makers with responsibility across Sales, Customer Services or Marketing completed
a survey during September 2015
Sales Operations lead
VP Sales/Marketing
VP/Director Brand Marketing
Director of Sales/Marketing
VP/Director Consumer / Customer Marketing
Chief Information Officer
VP/Director of Digital Marketing
VP/Director Marketing
Chief Marketing Officer
Chief Sales/Revenue Officer
VP/Director of Commerce
Sales Enablement lead
VP/Director Direct Marketing
Chief Digital Officer
E-commerce lead
VP/Director of Online Store
Customer Service
10%
9%
9%
8%
7%
7%
6%
6%
6%
6%
5%
5%
4%
4%
3%
2%
5%
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Research sample: Sector and annual turnover
906 key decision makers with responsibility across Sales, Customer Services or Marketing completed a
survey during September 2015
ANNUAL TURNOVER
Over 1 billion $
Don't Know/Refused
9%
4%
501 million to 1 billion / $
101 - 500 million $
34%
SECTOR
High-Tech
Retail/AFS
Banking
Consumer Products
Wholesale
Industrial Machinery & Components
Insurance
Healthcare
Travel & Transport Service and Call Centre
Public Sector
Telco
Education
Utilities
Prof-Services Project, Bid, and Event
Automotive
Chemical
Oil & Gas
Other
53%
10%
9%
9%
9%
9%
7%
7%
5%
4%
4%
4%
4%
3%
3%
3%
2%
1%
6%
Extent of consolidated analytic across the business
Don't know
8%
No
8%
Yes, for all business areas
Yes, for 1 business areas
Yes, for 3 business areas
Yes, for 2 business areas
25%
11%
30%
18%
The Omni-Channel World 10
Sources of data used to create single view of the customer
Sales (Sales automation managing accounts, leads, opportunities, etc)
68%
63%
Customer Service (contact centre service ticket, inquiries, etc)
61%
Marketing (email/web marketing, mobile marketing, campaigns)
Finance, Product Inventory (ERP, ECC etc.)
40%
Commerce (B2B B2C e-commerce)
39%
34%
Social Channels / Communities
29%
Mobile Apps
25%
Retail/POS
23%
Data via 3rd party sources (Nielsen, Turn, DB360, etc)
None are consolidated
3%
Don’t know / Refused
3%
Channels and functions used to interact with customers
92%
Email
79%
Customer Service
73%
Website
71%
Sales function
49%
Marketing function
43%
Social Channels / online communities
32%
Commerce platform
21%
Self-service
17%
Field Service
Other
1%
Preparation for mobile first engagement
We are ready and support this today
17%
We will support this within the next
12 months
28%
We will support this in the next
12-24 months
No plans to support
13%
We will support this in longer than
24 months
21%
21%
The Omni-Channel World 11
Preparation to include a customer account and service history
We are ready to include this today
No plans to include
13%
21%
We will include this within the next
12 months
We will include this in longer than
24 months
21%
26%
We will include this within the next
12-24 months
19%
Channels and functions which have visibility over customer interactions
Customer Service
63%
Sales function
51%
Marketing function
32%
ERP
29%
Social Channels /Communities
24%
Commerce platform
Other
None of these
20%
1%
5%
Sophistication of data and insight analytics
Very sophisticated - we have Predictive and
Actionable Analytics
6%
Advanced - We see customer data in
real time
17%
Moderate - We have Dashboards
Not sophisticated - We still use
spreadsheets
17%
Intermediate - Automated reports, but
don't show data in real time
23%
37%
The Omni-Channel World 12
Preparation to include a customer account and service history
We frequently fall short of organizational
expectations
Don't know
3%
1%
We consistently exceed organizational
expectations
We sometimes fall short of organizational
expectations
24%
15%
We consistently meet organizational
expectations
57%
Biggest consequences of not having a single view of the customer
49%
Loss of competitive advantage
46%
Missed sales / revenue opportunities
44%
Loss of customer loyalty / engagement
41%
Fragmented / disjointed service to customers
38%
Decrease in customer experience
Difficulty forecasting / predicting future sales
behaviour
36%
Increase in strategic decisions based on
incomplete data
31%
26%
Difficulty profiling and understanding customers
None of these / no consequence
2%
About SAP Hybris
SAP Hybris enables businesses to transform how they engage with customers, innovate how they do business, and simplify their technology landscape.
With a comprehensive approach to customer engagement and commerce, our solutions unlock opportunities to optimize your customers’ experience and
transform your business. We help you drive relevant, contextual experiences across all of your customer touch-points in real-time, so that you can create
strong differentiation and build competitive advantage in the Digital Economy.
SAP Hybris has helped some of the world’s leading organizations transform themselves in response to changing market conditions and customer
expectations – delivering exceptional experiences, adding new channels, evolving their business models, and entering new markets. How can we help you?
Explore SAP Hybris solutions today. For more information, visit www.hybris.com.
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