Solution brief for SAP Web Channel Experience Management, next generation eCommerce platform supporting B2B and B2C on a single platform

1. SAP Solution Brief
SAP Customer Relationship Management Objectives Solution Benefits Quick Facts
SAP Web Channel Experience Management
Enrich Customer Experience
with Multichannel Commerce
on a Single Platform

2. Objectives Solution Benefits Quick Facts
Establish a strategy for Web channel
optimization
Establish a strategy for Web channel How much easier would life be if you could manage e-commerce, e-marketing,
optimization 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 rates in e-commerce. The latest smartphones
Internet into a profitable sales and interaction and tablets make the Web an even busier hub
channel that delivers convenience and satis- of consumer interaction. Your customers are
faction to business partners and end con- now extremely sophisticated shoppers. And
sumers. Your first commerce-enabled Web let’s not forget how much more powerful they
site certainly helped you serve the uniniti­ are with the rise of social media. You need to
ated consumers of the time effectively in offer equally powerful incentives to keep them
the business-to-consumer space. And it loyal. Running an ordinary Web shop is no
o
­ ffered convenience for peer businesses in ­longer enough.
the business-to-business space.
SAP Web Channel Experience Management
But recent improvements in online security helps you manage your Web presence to
and connectivity have increased adoption a
­ ddress these recent trends.
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3. Objectives Solution Benefits Quick Facts
Outstrip competitors with
leading-edge features
Outstrip competitors with The typical Web customer increasingly uses Naturally, you differentiate your firm from
leading-edge features a mobile device and has direct interaction e
­ -business competitors by giving your Web
with other customers through social channels. customers the most compelling multichannel
Enhance the experience for You no longer control engagement through shopping and service experience. Today, that
your three key user groups traditional customer relationship manage- means implementing a strategy for a context-
ment techniques and a plug-in Internet aware, multiple-device customer experience
Simplify infrastructure to c
­ onnection that chains the customer to a that doesn’t end when the customer logs off
lower costs and complexity desktop experience. Engagement is now an or hangs up the phone. In fact, the experience
on-the-fly, community-driven phenomenon. continues right through to the moment cus-
And with the competition a mere click away, tomers enter a physical store or take delivery
you need to think more holistically about the of shipped goods.
complete multichannel customer experience.
Continued on next page
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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4. Objectives Solution Benefits Quick Facts
Outstrip competitors with SAP Web Channel Experience Management feeds, and check before paying that the mer-
leading-edge features was conceived to align with a solid, end-to- chandise will be available to ship. They can
end multichannel strategy. It offers mobile even order on the Web and pick up their mer-
Enhance the experience for device–enabled tools for product filtering, chandise at an outlet down the street. They
your three key user groups d
­ etail views including appropriate images can follow guided navigation paths with visual
and multimedia files, and online loyalty cues that help them move through complex
Simplify infrastructure to management. Customers can check product procedures in a series of screens. And they
lower costs and complexity availability on the Web, read syndicated can do it all on a tablet or smartphone.
reviews and opinions through social media
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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5. Objectives Solution Benefits Quick Facts
Enhance the experience for
your three key user groups
Outstrip competitors with Both business customers and consumers And what about your own stakeholders who
leading-edge features e
­ xpect access to easy-to-use and powerful manage the Web channel? They now have a
online self-service functionality. With SAP single administration tool called a Web channel
Enhance the experience for Web Channel Experience Management, you builder to create, manage, and extend their on-
your three key user groups provide them an attractive, intuitive, and rich line channels to achieve optimal Web presence.
common user interface. Casual users can Business users can make tightly targeted
Simplify infrastructure to make purchases and request support online, cross- and up-sell recommendations, execute
lower costs and complexity and their experience is consistent across all special campaigns, create and update catalogs,
points of contact. Your business partners and manage orders start to finish. They can
can manage their ongoing relationship with continuously roll updates into production with-
you through additional, more sophisticated out extra IT assistance – step-by-step Web site
options – all handily accessible in one place. 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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6. Objectives Solution Benefits Quick Facts
Simplify infrastructure to
lower costs and complexity
Outstrip competitors with As social media and mobile devices proliferate, demanding customers. The application delivers
leading-edge features your infrastructure must evolve to help you comprehensive processes for e-commerce,
manage the new communications and inter- e
­ -marketing, e-service, and Web analytics. It
Enhance the experience for action channels atop traditional ones. People presents a common user interface for viewing
your three key user groups can spot the gaps in a piecemeal infrastructure catalogs, shopping, checking out, paying,
that make their experience less than optimal. tracking orders, returning goods, requesting
Simplify infrastructure to You need to foster Web channel profitability service, and making complaints. You can also
lower costs and complexity in the long term while remaining responsive implement self-service rewards mechanisms
to customer demand now. to boost customer retention rates. Flexible
and scalable by design, the application incor-
SAP Web Channel Experience Management porates Web 2.0 technologies to offer options
also gives you a hand with that task. It lets for user-interface design and interoperability
you run all Web channels on a single plat- with tools for content management.
form to help you cut IT costs while satisfying
It’s 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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7. Objectives Solution Benefits Quick Facts
Deliver key benefits to all
stakeholder groups
Deliver key benefits to all All e-business stakeholders benefit signifi- the online catalog through centralized func-
stakeholder groups cantly from SAP Web Channel Experience tions to create content once and reuse it at
Management. Your e-commerce managers will. Master data is imported automatically
can increase conversion rates to capture from enterprise resource planning software.
maximum revenue, make commitments based With mass maintenance and multidimensional
on reliable inventory figures, and reduce costs search, you enter each change only once and
of sales. Your marketing managers can per- change multiple products in one pass.
sonalize the online customer experience
through deep customer intimacy, making Look for these general business benefits from
offers ­ ompelling and improving return on
c SAP Web Channel Experience Management:
spend. And your service managers can •• Improved customer experience and
empower customers for self-service and ­heightened loyalty
help retain high-value customers. •• Expanded market reach and preparation
for greater globalization
Your savings in time and human capital are •• Reduced costs and higher revenues to
equally substantial with SAP Web Channel boost profitability
E
­ xperience Management. Business users •• Lower total cost of ownership through
with no Web design experience can manage ­integrated processes
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8. www.sap.com
Objectives Solution Benefits Quick Facts
Summary Solution
The SAP® Web Channel Experience Manage- •• One platform for business-to-consumer
ment application lets you run all Web channels and business-to-business e-marketing,
on a single platform, delivering integrated e
­ -commerce, and e-service
processes for e-commerce, e-marketing, •• Easy integration with Web tools
e
­ -service, and Web analytics in one application. •• Nontechnical site administration
You can reduce IT cost and complexity and •• E-marketing, including loyalty and campaign
empower business users and channel man- management
agers, while enriching shopping and service •• Rich e-commerce with in-store pickup,
for consumers and relationship management r
­ eal-time availability, and one-click ordering
for partners. •• E-services for live assistance and self-service
•• Integrated content and knowledge
Objectives ­management
•• Keep the consumer and partner experience
consistent across all touch points Benefits
•• Attract and retain loyal customers with rich •• Enrich the customer experience
personalization •• Boost brand loyalty
•• Enable self-service shopping and postsales •• Extend market reach
processing •• Support globalization
•• Conduct and analyze e-business on mobile •• Raise profitability
devices •• Lower total cost of ownership
•• Use social media to capture attention and
foster engagement Learn more
Call your SAP representative, or visit us online
at www.sap.com/lines-of-business/marketing
/web-channel-experience/index.epx.
CMP19223 (12/05)
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