SAP Solution Brief SAP Customer Relationship Management SAP Web Channel Experience Management

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Enrich Customer Experience with Multichannel Commerce on a Single Platform

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Establish a strategy for Web channel optimization

Establish a strategy for Web channel optimization

How much easier would life be if you could manage e-commerce, e-marketing, and e-service on a single platform? and run multiple Web sites, help business users build Web channels, and keep data consistent across the platform? See how the SAP Web Channel Experience Management application makes it all possible by unifying business-to-business and business-to-consumer processes.
The primary goal of a Web shop is to turn the Internet into a profitable sales and interaction channel that delivers convenience and satisfaction to business partners and end consumers. Your first commerce-enabled Web site certainly helped you serve the uniniti ated consumers of the time effectively in the business-to-consumer space. And it offered convenience for peer businesses in the business-to-business space. But recent improvements in online security and connectivity have increased adoption rates in e-commerce. The latest smartphones and tablets make the Web an even busier hub of consumer interaction. Your customers are now extremely sophisticated shoppers. And lets not forget how much more powerful they are with the rise of social media. You need to offer equally powerful incentives to keep them loyal. Running an ordinary Web shop is no longer enough. SAP Web Channel Experience Management helps you manage your Web presence to address these recent trends.

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Outstrip competitors with leading-edge features

Outstrip competitors with leading-edge features Enhance the experience for your three key user groups Simplify infrastructure to lower costs and complexity

The typical Web customer increasingly uses a mobile device and has direct interaction with other customers through social channels. You no longer control engagement through traditional customer relationship management techniques and a plug-in Internet connection that chains the customer to a desktop experience. Engagement is now an on-the-fly, community-driven phenomenon. And with the competition a mere click away, you need to think more holistically about the complete multichannel customer experience.

Naturally, you differentiate your firm from e-business competitors by giving your Web customers the most compelling multichannel shopping and service experience. Today, that means implementing a strategy for a contextaware, multiple-device customer experience that doesnt end when the customer logs off or hangs up the phone. In fact, the experience continues right through to the moment customers enter a physical store or take delivery of shipped goods.
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Now you can act from a comprehensive and real-time view of all customer information to deliver the best personalized offer.

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Outstrip competitors with leading-edge features Enhance the experience for your three key user groups Simplify infrastructure to lower costs and complexity

SAP Web Channel Experience Management was conceived to align with a solid, end-toend multichannel strategy. It offers mobile deviceenabled tools for product filtering, detail views including appropriate images and multimedia files, and online loyalty management. Customers can check product availability on the Web, read syndicated reviews and opinions through social media

feeds, and check before paying that the merchandise will be available to ship. They can even order on the Web and pick up their merchandise at an outlet down the street. They can follow guided navigation paths with visual cues that help them move through complex procedures in a series of screens. And they can do it all on a tablet or smartphone.

The competition is just a mouse-click away on the Web. Let SAP Web Channel Experience Management help you impress every valuable visitor.

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Enhance the experience for your three key user groups

Outstrip competitors with leading-edge features Enhance the experience for your three key user groups Simplify infrastructure to lower costs and complexity

Both business customers and consumers expect access to easy-to-use and powerful online self-service functionality. With SAP Web Channel Experience Management, you provide them an attractive, intuitive, and rich common user interface. Casual users can make purchases and request support online, and their experience is consistent across all points of contact. Your business partners can manage their ongoing relationship with you through additional, more sophisticated options all handily accessible in one place.

And what about your own stakeholders who manage the Web channel? They now have a single administration tool called a Web channel builder to create, manage, and extend their online channels to achieve optimal Web presence. Business users can make tightly targeted cross- and up-sell recommendations, execute special campaigns, create and update catalogs, and manage orders start to finish. They can continuously roll updates into production without extra IT assistance step-by-step Web site management procedures that make things easier for newcomers to the process.

Take advantage of the global infrastructure and enterprise business rules that help you maintain existing e-commerce channels and open new ones.

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Simplify infrastructure to lower costs and complexity

Outstrip competitors with leading-edge features Enhance the experience for your three key user groups Simplify infrastructure to lower costs and complexity

As social media and mobile devices proliferate, your infrastructure must evolve to help you manage the new communications and interaction channels atop traditional ones. People can spot the gaps in a piecemeal infrastructure that make their experience less than optimal. You need to foster Web channel profitability in the long term while remaining responsive to customer demand now. SAP Web Channel Experience Management also gives you a hand with that task. It lets you run all Web channels on a single platform to help you cut IT costs while satisfying

demanding customers. The application delivers comprehensive processes for e-commerce, e-marketing, e-service, and Web analytics. It presents a common user interface for viewing catalogs, shopping, checking out, paying, tracking orders, returning goods, requesting service, and making complaints. You can also implement self-service rewards mechanisms to boost customer retention rates. Flexible and scalable by design, the application incorporates Web 2.0 technologies to offer options for user-interface design and interoperability with tools for content management.

Its time to ensure a consistent and reliable customer experience online and at all touch points and support every sale with superior service.

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Deliver key benefits to all stakeholder groups

Deliver key benefits to all stakeholder groups

All e-business stakeholders benefit significantly from SAP Web Channel Experience Management. Your e-commerce managers can increase conversion rates to capture maximum revenue, make commitments based on reliable inventory figures, and reduce costs of sales. Your marketing managers can personalize the online customer experience through deep customer intimacy, making offers compelling and improving return on spend. And your service managers can empower customers for self-service and help retain high-value customers. Your savings in time and human capital are equally substantial with SAP Web Channel Experience Management. Business users with no Web design experience can manage

the online catalog through centralized functions to create content once and reuse it at will. Master data is imported automatically from enterprise resource planning software. With mass maintenance and multidimensional search, you enter each change only once and change multiple products in one pass. Look for these general business benefits from SAP Web Channel Experience Management: Improved customer experience and heightened loyalty Expanded market reach and preparation for greater globalization Reduced costs and higher revenues to boost profitability Lower total cost of ownership through integrated processes

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Summary The SAP Web Channel Experience Management application lets you run all Web channels on a single platform, delivering integrated processes for e-commerce, e-marketing, e-service, and Web analytics in one application. You can reduce IT cost and complexity and empower business users and channel managers, while enriching shopping and service for consumers and relationship management for partners. Objectives Keep the consumer and partner experience consistent across all touch points Attract and retain loyal customers with rich personalization Enable self-service shopping and postsales processing Conduct and analyze e-business on mobile devices Use social media to capture attention and foster engagement

Solution One platform for business-to-consumer and business-to-business e-marketing, e-commerce, and e-service Easy integration with Web tools Nontechnical site administration E-marketing, including loyalty and campaign management Rich e-commerce with in-store pickup, real-time availability, and one-click ordering E-services for live assistance and self-service Integrated content and knowledge management Benefits Enrich the customer experience Boost brand loyalty Extend market reach Support globalization Raise profitability Lower total cost of ownership Learn more Call your SAP representative, or visit us online at www.sap.com/lines-of-business/marketing /web-channel-experience/index.epx.

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