Digital Customer Transformation with SAP

SAP’s cloud-based offerings provide a great route to digital customer experience. But it’s vital to start from the customer perspective, not the technology.

 

Today’s customers interact with brands and organisations in sophisticated ways, across a growing range of channels and devices, including mobile, online, face-to-face, social media, etc. Organisations know they must provide a rich, personalised experience, but often find it challenging to understand customers’ behaviour and engage with them across multiple channels to promote loyalty.

 

Capgemini can help you tackle this challenge. Our “customer first” philosophy means we start with the customer perspective, then help you integrate technology elements to build the right experience for both B2C and B2B customers.

 

Whether or not you’re currently a SAP user, SAP’s cloud-based tools are ideal for developing your digital customer experience. Capgemini offers an approach to help you use them and to effectively transform your sales organisation for the digital world. 

Great experiences for both B2C and B2B

Before you can offer customers that great digital experience, information must be used effectively to create personalised engagement. Automated processes should ensure any information presented to the customer is relevant and contextualised. This builds richer relationships with customers, turning them into advocates who will bring other customers to your business.

While these ideas used to apply primarily to Business-to-Consumer (B2C) interactions, they are now increasingly relevant to Business-to-Business (B2B). Remember that B2B buyers are consumers in the B2C world, and naturally expect equally convenient experiences at work. So whether you’re selling B2B or B2C, you need to adapt and innovate around the ways that you connect with customers and advertise products and services.

Capgemini’s approach

When you work with us, we’ll start by considering a variety of customer journeys together to make sure we design solutions that are right for your customer. Only then do we turn to technological enablers such as Hybris and Cloud for Customer – innovative cloud-based offerings from SAP.

Our approach addresses three main areas:

  • Customer service
  • Customer sales
  • Customer marketing

You can pick one area or all three, depending on what issues you need to resolve. In each area, we have a range of accelerators to move your digital journey along as fast as possible – from preconfigured solutions to hosting offers. 

Customer service

Get a self-service capability that is always available and enabled across multiple devices. Empower contact centre agents with a 360-degree view of the customer, reducing average handling times (AHT). Enrich customer experience with a solution that is intent-driven and oriented to the next best action.

A seamless process links customer interactions to related actions. For example, if a customer call necessitates a maintenance visit, that requirement is automatically passed to the right department and the contact centre then receives updates, so it can keep customers informed about when the engineer will arrive and so on.

Benefits include:

  • Better service quality leading to increased customer satisfaction and loyalty.
  • Reduced overall cost to serve as a result of shorter AHT and/or a shift to self-service.
  • Streamlined operations, with a 360-degree view of all customer interactions.

Customer sales

Adopt a single cloud-based solution that enables B2B account planning, opportunity management and real-time reporting on any device. For B2C, create an omni-channel experience for customers, providing relevant and contextual information at every touchpoint. For both B2B and B2C transactions, make product, stock and pricing details instantly accessible so quotes and sales orders get created in real time.

Benefits include:

  • Complete information across all customer touchpoints, available in real time.
  • A modern user interface that works across all devices (including mobile), is subscription-based, and delivers innovation via frequent (currently quarterly) updates.
  • A best-in-class customer portal for B2B, B2C or both, complete with real-time personalisation.

Customer marketing

Acquire data from a vast range of sources and build a 360-degree view of customers. Leverage advanced analytics to gain deep insights into each customer’s history and buying behaviours, facilitating personalised and real-time cross-sell and up-sell at each interaction. Automate your campaigns and deliver them across multiple channels. Analyse the effectiveness of campaigns in real time and adjust the campaigns instantly.

Benefits include:

  • Customer profiling that brings together data from multiple business silos.
  • Segmentation and analysis of customers in real time.
  • Campaign automation right through to execution, complete with closed-loop marketing analysis.
  • Real-time identification of the next best action and management of personalised offers.

Associated experts