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© 2016 MHP – A Porsche Company
Porsche Delights Customers with
SAP Hybris Marketing & MHP Analytics
MHP Customer Experience
Kai Grünholz, Porsche AG
Dr. Robert Marek, MHP
© 2016 MHP – A Porsche Company 3
The strongest and most attractive Porsche model range in history
Porsche Customer Experience
Source: Porsche AG
© 2016 MHP – A Porsche Company 4
– With „Customer Experience“ as key component
Porsche Customer Experience
Serving over 6 Mio. customers
and prospects worldwide
Understanding customer
needs and expectations
Managing over 100 Mio.
customer touch points every
year
Harmonious coordination of
all relevant customer
processesSource: Porsche AG
© 2016 MHP – A Porsche Company 5
The Porsche approach: Customer Experience is powered by a holistic CRM
platform with consolidated data, integrated processes and globally coordinated customer touch points
Porsche Customer Experience
Wholesale
Retail
HQ
Holistic „360“ CRM@Porsche data and process platform
Delighting Customer
Experience
Single data
platform
Integrated process
platform
Customer
Vehicle
Relationship
Transaction
Porsche Customer Journeys
Inte
gra
ted
Pro
cess
es
Customer Vehicle
© 2016 MHP – A Porsche Company 6
A „state-of-the-art“ IT platform is a decisive factor to drive business …
Porsche Customer Experience
Digitization & Big
Data
Optimize data and process quality
Make important functions intuitive and
inspiring
Sustainable increase of productivity
Decisive factor: identify and implement
business opportunities
Seamless integration of new sales and
communication channels
„Big Data“ requires new technologies
„Hiding“ complexity and sophisticated
integration
Use of complex (analytical) methods at the POS
Complexity
Usability
Performance
Source: Porsche AG
© 2016 MHP – A Porsche Company 7
… and SAP hybris Marketing plays an important role
Porsche Customer Experience
Campaign Wizard
In-memory Technology (HANA)
Phase 1: „side-by-side“
Phase 2: Major Full Release
Multi-Channel Management
Phase 1: „E-Mailing“
Phase 2: further digital channels
Real-time Segmentation
Real-time Predictive
Business Intelligence
Approach„Agile incremental enhancements“
Digitization & Big
Data
Complexity
Usability
Performance
Source: Porsche AG
© 2016 MHP – A Porsche Company 8
„Side-by-Side“: building up new SAP hybris platform and innovative new
processes next to operational (SAP) CRM
Porsche Customer Experience
• Data Management
• Sales & Lead Management
• Contact Management
• Customer Commitment
SAP CRM Real-timeSAP hybris Marketing
“Side-by-Side”
• Marketing/ Segmentation
• Multi-Channel Campaign Execution
• Data Visualization
CRM@Porsche
Source: Porsche AG
© 2016 MHP – A Porsche Company 9
SAP hybris Marketing drives customer segmentation and campaign
management processes
Porsche Customer Experience
SegmentationMulti Channel
Campaign Execution
Predictive
Intelligence
High-performance
segmentation on
any (big) data
Real-time
data mining based
optimization of
target groups
Integration of
digital channels into
CRM processes
(E-Mail, SMS, Social
Media, Commerce)
Dealer Campaign
Wizard
Wizard-type
easy-to-use
campaign
management
at the POSSource: Porsche AG
© 2016 MHP – A Porsche Company 10
The new Segmentation Cockpit: Fast and graphical state-of-the-art user
interfaces simplifies and speeds up the selection process (I)
Porsche Customer Experience
Intuitive and visual segmentation on
millions of customer records in seconds
Using all relevant customer
information – clearly arranged
Filtering by visual and intuitive user
interfaces
Source: Porsche AG
© 2016 MHP – A Porsche Company 11
The new Segmentation Cockpit: Fast and graphical state-of-the-art user
interfaces simplifies and speeds up the selection process (II)
Porsche Customer Experience
New UI features and immediate
counts will ease the selection
Source: Porsche AG
© 2016 MHP – A Porsche Company 12
The value of predictive analytics
Porsche Customer Experience
Analytical OptimizationVehicle sales
Budget
Focus on most
relevant recipients
Maximize campaign
success
© 2016 MHP – A Porsche Company 13
Predictive Intelligence on HANA: Applying purchase predictions in real-time
directly in customer segmentation (I)
Porsche Customer Experience
Predictive Models for purchase
prediction are seamlessly integrated
in the segmentation
Purchase predictions can be applied for all
model ranges on every customer segment
Source: Porsche AG
© 2016 MHP – A Porsche Company 14
Predictive Intelligence on HANA: Applying purchase predictions in real-time
directly in customer segmentation (II)
Porsche Customer Experience
Example: top-ranked 15% (17.084) of the customers account
for 78% of the buying potential, corresponding to 899
cumulated Porsche “911” sales
Source: Porsche AG
© 2016 MHP – A Porsche Company 15
Results …
Porsche Customer Experience
Sales
Conversion Rate
+ 100%- 90%
Reduced
Time-to-Market
+ 4% points
Customer Satisfaction
Source: Porsche AG
Herzlichen Dank
für Ihre Aufmerksamkeit!
16© 2016 Mieschke Hofmann und Partner Gesellschaft für Management- und IT-Beratung mbH
Mieschke Hofmann und Partner
Gesellschaft für Management- und IT-Beratung mbH
Film- und Medienzentrum l Königsallee 49 l D-71638 Ludwigsburg
Telefon +49 (0)7141 7856-0 l Fax +49 (0)7141 7856-199
eMail info@mhp.com l Internet www.mhp.com
Dr. Robert Marek | Partner MHP | Customer Experience
+49 (0)151 20301225
robert.marek@mhp.com
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