© 2016 SAP SE or an SAP affiliate company. All rights reserved. 1Confidential
Customer Experience and Digital Transformation
8th November, 2016
Dae Young, Chung Ph.D / Head of Presales
SAP Korea
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 2Confidential
50%
Natural occurring churn
every 5 years
4%
Unhappy customers
complain
91%
Unhappy customers
(non-complainers)
simply leave
67%
Consumers site
bad experience
as reason for churn
Experience is King!
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Digital Experience Report, 2016 (Korea)
소비자 3,000명이 참여한 조사에서,
‘만족한다'고 답한 비율은 평균 25%로,
아태 지역 평균 35%보다 낮았다.
‘불만족스럽다’고 답한 비율은 평균 37%로
만족 응답 비율보다 12%나 높았다.
디지털 경험과 비즈니스 성과는 높은 상관관계를 보였다.
디지털 경험에 만족하는 고객 중
해당 브랜드를 추천하겠다는 비율은 46% 였지만,
불만족한 고객 중 74%는 브랜드를 추천하지
않겠다고 답했다.
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 4Confidential
Customer Experience matters!
Customer experience is defined as the sum total of conscious events, as a coordinated series of interactions between a customer and a brand to accomplish anything. Above all words -a customer experience is defined by the customer, for the customer, at each touch-point, each time. — Esteban Kolsky
If a customer likes you and continues to like you, they will do business with you. If they don’t, they won’t. — Paul Greenberg
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 5Confidential
Digital Transformation & Customer Experience
“Digital transformation represents the quest to understand how disruptive technology affects the customer experience”
Superior Customer Experience
Lowest Prices
Revenue Profit margins Word of mouth
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Taxi ExperienceUber, Kakao Taxi, T map Taxi, Grab, …
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A Very Connected Retail Experience (1/2)Coca Cola “Free Style” vending machine
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A Very Connected Retail Experience (2/2)Coca Cola “Free Style” vending machine
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[Coca Cola Freestyle App][Coca Cola Freestyle Cartridge]
Open Innovation
- Design from Pinifarina (Italian Automotive Design)
- Micro-dispensing (precise doses of drug)
- PurePour Technology
Customized Drinks
- Base product X Flavor ≥ 126+
- Customized mix
- 1.36L cartridge instead of 18.9L syrup
Freestyle App
- Customized flavor & naming
- Referral, Location search, etc
Transmission of supply and demand data
- Detect supplies and radio re-supply demand
- Troubleshooting, etc
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A Very Unique Product (1/2)Lot size of One - NikeID (Nike)
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A Very Unique Product (2/2)Functional Personalization (Not Cosmetic Customization)
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* source: https://i.materialise.com/blog/3d-printed-shoes-inside-and-out/
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A Very Personalized OfferOmni-Personalized Offering by Under Armour
1111
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
Location
Web
Search
Review
Community
UA shopSchedule
Weather
Youtube
Amazon
Health Data
Call Center
BasicInfo
Retail Store
Live Customer Profile 기반
Personalized Offering 제공
2016.07.30
대회 연습용쿠셔닝 강화마라톤화 제안
2016.09.01
11월 뉴욕마라톤용오렌지색 Gore-Tex 가을자켓 프로모션
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A Very Smart SolutionDon’t own – just use!
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© 2016 SAP SE or an SAP affiliate company. All rights reserved. 13Internal© 2014 SAP AG. All rights reserved. 1313© 2015 SAP SE or an SAP affiliate company. All rights reserved.
Kaeser Compressors – From Product to Service (1/2)
“Our predictive maintenance solution has enabled us to proactively attend to maintenance needs and increase service levels for customers“
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Kaeser Compressors – From Product to Service (2/2)
14© 2015 SAP SE or an SAP affiliate company. All rights reserved. From: KAESER Corportate Site on Sigma Air Utility Model
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Digital Transformation Journey
3. New UX 기반의 직관적인 분석
Foundation for Digital Transformation
System & Architecture │ Data │ Talents │ Ecosystem
Optimization of Operation New Business Models
Service │ Platform │ Data-drivenData Capture │ Synthesis & Analysis
Information to Insight │ Action
[ Internal ] [ External ]
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Simplification
3. New UX 기반의 직관적인 분석
80% of global CEOs say fighting complexity is a personal agenda
(9th annual global CEO survey, PricewaterhouseCoopers)
Complexity costs the top 200 global companies 10.2% of annual profits
85% companies have intentions toreduce complexity
(KPMG, SAP Value: A balancing act, 2016)
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 17Internal
The Digital Core
Business Networks Customer Experience
Internet of Things
and Big DataSAP HANA Cloud Platform
Workforce Engagement
SAP HANA PlatformSecurity
Digital Core
Re-architecting for
Visibility and AgilityUser Centric, Responsive and
Personalized User ExperienceUnifying Functionality
in Core
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 18Internal
AC
DOCABKPF BSEG BSET BSIS BSIS BSIK BSET
COBK COEPLFC1 GLT0 GLT0 GLT0 COSP
Master
Data
MSEG
New
MSTQH MSTEH
MSTBH
MSSQH MSSAHMSPRHMSLBH MSKUH
MSKAH
MKOLH
MCHBH
MARDH
MARCH
MSTQ MSTE
MSTB MSSQ MSSA
MSPR MSLB
MSKU MSKA MKOL
MCHBMKPF MARD
SAP Logistics with Aggregates and Indices
SAP S/4HANA Materials Management & Operations
SAP Finance with Aggregates and Indices
SAP S/4HANA Finance
Re-architecting for Visibility and AgilityInventory Management Example*
Traditional
DB on HANA
10 TB
2 TB
SAP S/4HANA
0.7 TB
*Illustrative example only
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6,000+ views, 120+ new KPIs (planned)
Embedded Analytics
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Strategic Analytics - Digital Boardroom
3. New UX 기반의 직관적인 분석
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Enter Material Order Choose best supplier
and complete material
order entry
Review Material Shortage
Select Supplier
Analytics and
Insights
Now All On
One Screen
Purchase Manager
Check
Budget
Overview
Review Detail
Report
Faster customer delivery
Larger average deal size
Fewer warehouse stock outs
Check Average
Supplier Delivery
Performance Cross Sell
*Screenshots shown are for demonstration purposes only and are not final product commitments
Contextual Insights at the Point of Decision
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SAP Fiori 2.0: Consumer Grade, Role-Based UX
My Area NotificationsViewport
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Augmented Reality
3. New UX 기반의 직관적인 분석
Logistics Maintenance & Repair
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Unifying Functionality in Core
SAP S/4HANA MARKETING AND
COMMERCE
SAP S/4HANA HUMAN RESOURCES SAP S/4HANA MANUFACTURING SAP S/4HANA SUPPLY CHAIN
SAP S/4HANA SALES
SAP S/4HANA FINANCE
SAP S/4HANA SERVICE
SAP S/4HANA SOURCING &
PROCUREMENT
SAP S/4HANA ASSET MANAGEMENT
Digital Core Enterprise Management
SAP S/4HANA RESEARCH &
DEVELOPMENT
Products
Suite
Products
Suite
INDUSTRIES
• Supplier Collaboration
• Business Network
• Guided End-User Buying
• External Workforce Management
• Core Human Resources And Payroll
• Talent Mgmt.
• Time and Attendance Mgmt.
• Human Capital Analytics
• Asset Operations and Maintenance*
• Environment, Health, and Safety
• Enterprise Portfolio and Project Mgmt.
• Commercial Project Mgmt.
• Compliant Product Lifecycle Mgmt.*
• Service Mgmt. *
• Service Master Data Mgmt.*
• Service Parts Mgmt.*
• Service Agreement Mgmt.*
• Maintenance Mgmt. • Product Development and Project
Control
• Production Engineering
• Financial Planning and Analysis
• Accounting and Financial Close
• Treasury Mgmt.
• Receivables Mgmt.
• Invoice Mgmt. and Accounts Payable
• Accounting and Closing Operations
• Accounting
• Cost Mgmt. and Profitability
Analysis
• Time Recording• Operational Purchasing
• Collaborative Sourcing and Contract Mgmt.
• Invoice and Payables Mgmt.
• Supplier Management
• Procurement Analytics
• Production Orchestration and
Execution
• Quality Mgmt.
• Inventory and Basic Warehouse
Mgmt.
• Production Planning
• Order and Contract Mgmt.
• Sales Planning and Performance
Mgmt. (ICM)• Billing and Revenue Innovation
Mgmt. (BRIM)
Cloud for Service
Service Engagement Center
S/4HANA Marketing Cloud
Cloud for Customer
Commerce
Cloud for Sales
• Extended Warehouse Mgmt.
• Advanced ATP
*(partially) Compatibility Scope
• Integrated Business Planning
• Global Batch Traceability
• Extended Warehouse Mgmt.
• Transportation Management
• Responsive Manufacturing (ME, MII,
QIM, VE)
• Production Operations (MII, QIM)
• Digital Operations for Manufacturing
(MII)
• Digital Asset Network • Digital Operations for R&D
• Governance, Risk, and Compliance
for Finance
• Financial Services Network
• Constrained production planning
• Production Scheduling
**For details on Suite Solutions per LoB – see respective detail slides
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Machine Learning
3. New UX 기반의 직관적인 분석
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Transformation starts from memorable experience
Commodity
Goods
Service
Experience
Transformation
감사합니다
Internal