Analyzing the Value of SAP Engagement Cloud for Industries

Industry-led data structure built for marketing acceleration with out-of-the-box use cases.

Showcase corporate social responsibility initiatives through digital channels.

If you can connect with a consumer in a meaningful, resonant way based on common interests and values, you’ll have a customer for life. So, for Consumer Products (CP) brands looking to establish long-lasting relationships, it’s important to showcase your brand’s identity and culture, who you are, and what you care about, so you can relate to consumers and reach them on an emotional level.

In this example, your CP brand is participating in a fundraising initiative that the consumer also cares about. Seeing your company champions a cause they relate to, the consumer clicks to learn more and support the cause. They sign up for email to hear more about the contest, which includes product recommendations, while also learning more about your brand’s identity and culture.

Foster brand loyalty by encouraging the consumer to register their product.

Next, let’s look at a use case for driving engagement.

In this scenario, a customer has made a purchase on a particular product. They soon receive an incentivized offer to register the product, such as exclusive promotions, product tips, and quicker customer support – offering "value" in exchange for their information. Perhaps the customer didn’t register initially, but they’ll get a reminder SMS message encouraging them to complete registration, and underlining the benefits they’ll receive.

Engage consumers with personalized offers to drive next purchase.

Driving revenue is a top priority for CP brands. Use a Quality Trade Up campaign to drive your customers’ next purchase and boost revenue.

Once a customer has registered their product, it’ll go into a database, and if they’ve opted in to communications, they can receive updates on new products. When your next latest-and-greatest product is available, you can deliver a digital ad to these customers, letting them know about your exciting new offering. The call to action in the ad takes them to learn more about the new product, or potentially complete a purchase.

• Scale omnichannel personalization across the customer lifecycle.

• Increase lifetime value.

• Build customer loyalty.

We’ve talked about what Emarsys does. But what is Emarsys? And what are the vital capabilities it will deliver for your organization? At its core, Emarsys is an integrated customer engagement platform, enabling data-driven omnichannel customer engagement at any scale. We support the needs of your organization, your marketing team, and most importantly, your customers, in the following way:

Data: Emarsys takes an open approach to bringing in data from a variety of data sources, including your customer data, engagement data, your utilities contract & consumption data, unifying it so you can leverage it for segmentation and personalization, and data-driven analytics.

Tactics: We empower your marketing team and accelerate time to value with pre-built, utilities-specific tactics that can be quickly deployed out-of-the-box to support your customer engagement campaigns, or easily customized to fit your unique business needs.

Automation: AI-driven marketing automation powers your omnichannel campaigns for always-on personalized customer engagement, so you can always reach your customers with the right message at the right time.

Personalization: Our personalization engine allows you to deliver data-driven, real-time 1:1 customer engagements at any scale, providing your customers with truly relevant experiences throughout their entire journey.

Omnichannel: We connect all your channels and data so you can deliver seamless, consistent omnichannel experiences no matter where your customers choose to engage with your business: via email, SMS, mobile, web, direct mail, and more.

All of this is woven together within the Emarsys platform so marketers can leverage the powerful orchestration capabilities and engagement channels to build, launch, and scale personalized customer engagements across the customer lifecycle that increase lifetime value, build lasting loyalty, and drive business outcomes.

The Emarsys Utilities Solution creates a holistic picture of the utility customer and drives personalized engagement.

Here’s how we bring all these capabilities together, specifically for utilities.

• It starts with your utilities-specific contract and consumption data model, which can be made available through SAP S/4HANA utilities integration package from the SAP API Business Hub, but can also be made available from a customer's preferred data store via our Zero-ETL database connectors.
• Next, that data is activated across the entire Emarsys platform for segmentation, personalization and reporting.
• Then, you have utilities-specific tactics so you can quickly deploy (or easily customize) your essential customer engagement campaigns.
• All of this, along with the full breadth of Emarsys’s customer engagement capabilities, is the Emarsys Utilities Accelerator.

Personalized welcome journey for customers with new contracts.

First impressions matter. And how you welcome your customers sets the stage for your continued relationship. Provide new customers with a tailored welcome journey to warmly welcome them to your brand.

In this example, the customer visits your website and enters their email and some information to receive a quote for services. They receive multiple options for tariffs. When they return to your website, they see their personalized tariff options based on previous quotes. If they accept the quote and enroll in services, they receive a personalized email thanking them, as well as some information about your company and the option to receive SMS notifications about their bills.

Promote sustainability and drive digital communication opt-in.

To prevent customers from switching to a competitor, it’s important to ensure they’re provided with positive customer experiences. Convenience and company values go a long way in endearing customers to your brand for life. Lean into the convenience and sustainability of paperless billing to secure customer loyalty.

In this example, a customer who hasn’t yet opted into paperless billing receives an email encouraging them to go paperless. They’re brought to your website where they can review the benefits of this feature and accept the terms and conditions. Upon enrollment, they receive a thank-you email commending them on their commitment to sustainability, and an offer to enroll in SMS notifications.

Promote additional service contracts to customers who already have one service.

Sustained revenue and growth are important for the security of your business. Once of the best ways to drive these important metrics is by increasing the lifetime value of customers by expanding the services they are enrolled in.

Here, we have a customer that currently has only one service contract. They receive a personalized email offer, encouraging them to bundle a new service with their existing service, with the benefit of saving money on their next three bills. In this instance, the customer did not engage with the offer the first time, so they receive a second follow-up reminder, conveying the benefits and the savings potential. They click through to the website where they’re able to accept the offer and enroll in the second service.

Industry-led data structure built for marketing acceleration with out-of-the-box use cases.

• Centralized booking engine (for example, Sabre)
• Property room reservation system (for example, Opera)
• F&B booking engine (for example, Seven Rooms)
• Digital marketing management/ web host (for example, Leonardo, Adobe)
• Brand-level CRM system (for example, Revinate, Cendyn, SalesForce)
• Event management system (for example, Cvent)
• E-commerce system (for example, Shopify, Fusion)
• Third party B2B and B2C bookers (for example, Virtuoso, Amex, Expedia, Agoda)
• Other property-level communications tool (for example, Mailchimp)

Deliver personalization with AI segmentation.

Not all travelers are the same, and they will have different goals and desires. Leverage AI to better segment travelers and offer them the right message.

Here, we have a traveler who, depending on if they are traveling for business or pleasure, will receive a different sequence of personalized engagements.

Update trip information on email and mobile.

One of the best ways to fine-tune your traveler’s personalized experience is through your mobile app. Use their app behavior to provide them with a more personalized app experience.

Here, a traveler researches flights on your travel company’s mobile app, where all behavioral data is collected. When the same traveler logs into your website later to book a trip, the web and app experience is connected. Now, when back in the mobile app, they are served articles, helpful hints, and personalized recommendations all based on the trip they booked through your website.

Drive satisfaction and repeat bookings.

Even though their trip is over, it’s important to remain connected to your travelers. Turn travelers into promoters by encouraging them to leave a post-trip review. This can not only improve their satisfaction and likelihood to repeat booking, but it can also encourage other browsing travelers to book a trip.

In this example, a traveler receives a post-booking email to rate their experience, along with further recommendations for their next trip. This puts them into a nurture campaign to help ensure they complete the review. Later, they receive a digital ad.

• All industries, despite their uniqueness, face key challenges such as customer acquisition, retention, and managing data and communication silos.

• SAP Emarsys drives business growth by integrating e-commerce platforms and lead collection touchpoints, using industry-specific automated Tactics to gather crucial first-party data and deliver consistent, personalized customer experiences.

• SAP Emarsys provides flexible, tailored customer lifecycle management strategies for businesses across various industries, offering expert guidance through customized workflows, messaging best practices, and regular strategic consultations to effectively reduce churn and increase lifetime value.

• SAP Emarsys integrates with SAP Customer Data Platform to unify dispersed data, enabling real-time, omnichannel personalization and streamlined customer engagement that accommodates varied team structures without needing technical support, while providing an adaptable platform for businesses to effortlessly manage and optimize their engagement strategies.