SAP Solution: customer journey

In B2B commerce, too, the focus is increasingly on the end-to-end customer journey. Digital customer and service portals make a decisive contribution to this.

Today's customers use many different channels to gather information before making decisions. The biggest challenge in the digital age is therefore to address each customer with the right content at the right moment in the customer journey.

The most important goal of business and government for this year is to focus on the needs of their customers. This is shown by the results of Capgemini's IT Trends Study.

The experiences of customers and employees with a company are proven to be of great importance for its success. However, many companies still find it difficult to implement experience management.

Customers today interact across many touchpoints, both B2C and B2B. Processes and technologies must be questioned and realigned not only across the company, but beyond the boundaries of the company.

Digitization has changed the situation for sales considerably: Customers today have the opportunity to search for products and services worldwide via the Internet.

Cloud challenges are not easy to tackle. Companies wanting to master the customer journey first and foremost need process know-how, along with know-how about SAP CX Suite and Hana cloud integration.

SAP uses technologies such as facial recognition, machine learning, and the Internet of Things to enable tailored marketing campaigns and optimal shopping experiences.

Customers today decide spontaneously how and where to shop and do not follow predefined touchpoints. The key to successfully addressing customers lies in personalized offers via the channels that are relevant to them.

Customers don't want to be inundated with stimuli, but want to be understood and inspired with emotional content that is relevant to them. Personalization is therefore no longer a trend, but a duty.

If you had asked the proverbial Aunt Emma in her store how she accompanies the customer journey of her customers, she would probably have shaken her head in amazement.

Holger Stelz from Uniserv and analyst Wolfgang Martin show in the E-3 Inteview how companies can manage the digital transformation and get to know their customers even better with Big Data.