Keynote - BPM- Управление на бизнес процесите в B2B индустрията. /Диана Тодорова/

HOW TO IMPROVE CUSTOMER INTERACTIONS FOR B2B Diana Todorova, Demand Manager, SAP South-East Europe Friday, 12 October 2018

Agenda

Introductions

Forrester Report

Trends in Consumer Industry

Challenges

Solutions

Closing and Takeaways

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Trends in Consumer Industry

B2B Customers would buy again from the same supplier…

19% Transparency of prices

16% Personalized recommendations

lf they have the broadest selection of products or services

lf they have consistently lower prices

lf they offer multiple payment options

lf they offer omni-channel capabilities

lf they have excellent customer service and postpurchase support

4

Opportunities in the consumer space are real:

98%

43%

27%

of B2B buyers research purchases online before buying offline.

B2B buyers prefer to buy directly from the brand that manufactures the product vs. a distributor that sells it.

B2B buyers would be willing to pay slightly more to buy directly from the brand that manufactures the product.

Source: Forrester

Source: Forrester/Internet Retailer Q4 2017 Global B2B Buy-Side Survey

5

Top drivers of digital transformation

74%

65%

64%

60%

Provide better Customer Experience/ Meet customer expectations

Provide a consistent experience across channels

Higher lifetime value

To drive additional efficiencies and cost savings

6

Where are these pressures coming from?

Decreasing product differentiation

Buyers are more empowered

Speed is more important than ever

New business models driven by technology

7

How are customers engaging? 62% of B2B buyers request self-service capabilities

GROWING TRENDS

WEB SELF-SERVICE EMAIL SOCIAL LIVE-AGENT VOICE VIDEO IVR MOBILE

DECLINING TRENDS

Source: Forst & Sullivan 2017

8

The Challenges

Business problems in the consumer industry

Digital capabilities falling short

Complex business rules & processes

Silo’ed, redundant, and aging software

Institutionalized work-arounds

Ill-equipped agents

Shifting customer behaviors and expectations

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Serve the customer at every point of their journey

RESEARCH There is a much higher reliance on digital assets

Enriched high-quality product content is critical

PURCHASE Digitization has changed the way customers transact

Pricing, Processes & Policies must be consistent

CUSTOMER SUPPORT Customer are in the driver seat dictating the new rules

Customers expect SelfService + OEM having a single view of their activity

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The Solutions

Desired outcomes

Grow aftermarket service parts

Improve sales efficiency

Enable new revenue streams

Go mobile

Reduce cost to serve

Manage complex products & pricing

Offer product selection and CPQ

Sell service solutions

Expand channels & geographically

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Improving customer engagement in 3 ways:

CUSTOMER CENTRICITY

OPERATIONAL EFFICIENCY & AGILITY

GROWTH & INNOVATION

360 Degree View of Customer

Sales & Service

Next Gen Business Models

 Marketing automation  Social marketing

 Service integration  2D & 3D parts selection

 My equipment  Subscriptions

 Self service  Product information

 Digital content  DIY marketplace

 Software  Telematics / IoT

 Predictive analytics

 Owner’s portal

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Customer dynamics: a digital experience

70%

B2B revenues come from customers using digital channels

70%

B2B firms say that customers have higher expectations on the experiences they have in the buying process

Source: 2015, 2017 Forrester Research

15

Growing…

70%-90% Of the total lifetime cost of heavy equipment is in maintenance, repair, and services

Share of wallet

Share of wrench

Source: IDC Whitepaper: From Products to Services

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Supporting the entire lifecycle and value chain

Equipment owner

Lifecycle management Equipment + distributor + service + parts

Cross sell renewal

Service call parts replacement health check

Recommendations

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Forrester Report

What are B2B leaders saying? Key Finding: Manufacturers are not confident in their ability to manage the digital purchase process. How confident are you in your ability to execute each of the following digital capabilities? (Showing “Very Confident”) Convert visitors to buyers

35%

Managing final stages of purchase fulfillment

34%

Tracking effectiveness of digital marketing campaigns

33%

Communicating product information to drive purchase

32%

Capturing customer information for tracking

28% 0

5

10

15

20

25

30

Very Confident

35

40

45

50

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How are Manufacturers rating the importance of Commerce functionality? Key Finding: Buying is not the challenge – the challenge is in gaining insights into customer behavior:

Convert visitors to buyers

61%

Managing customer experience through full purchasing lifecycle

42%

Communicating product information to drive purchase

54%

Tracking effectiveness of digital marketing campaigns

42%

Capturing customer information for tracking

42% 0

10

20

30

40

50

60

Very Valuable

70

80

90

100

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Marketplaces have a positive impact a Manufacturer’s ability to operate a Commerce experience

Manufacturers operating their own Marketplaces: 

Gain confidence in converting visitors to buyers



Have an increased ability to execute purchase fulfillment



Gain better insight into their customers



Are mitigating channel conflict by opening new channels for their partners

Key Takeaway: Manufacturers can see greater success by going direct to customers

How confident are you in your ability to execute each of the following digital capabilities? (Showing “Very Confident”)

Difference

Convert visitors to buyers

45%

+ 10%

Managing final stages of purchase fulfillment

43%

+ 9%

Capturing customer information for tracking

32%

+ 4%

Very Confident

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Closing and Takeaways

THREE KEY TAKEWAYS:

MANUFACTURES SHOULD BE SELLING DIRECT

CUSTOMERS ARE EXPECTING A B2C-LIKE EXPERIENCE

MARKETPLACES OVERCOME CHANNEL CONFLICT

B2B customers want to engage with the manufacturers they use – provide a complete solution of engagement and commerce

Customer expectations are rising and your experience systems need to be able to meet those expectations

Manufacturers now have the ability to create a bigger pie to share with their channel partners

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RESULTS IN NUMBERS: FORRESTER TEI STUDY

307% 5%

70%

30%

INCREASED AOV

DROP IN ORDER PROCESSING COST

INCREASE IN PRODUCTIVITY

ROI OVER 3 YEARS

Source: Forrester TEI Report on Hybris Commerce, 2017

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Thank you. Contact information: Diana Todorova Demand Manager, SAP SEE D.Todorova@sap.com

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