Exploring SAP Engagement Cloud

Marketers frequently struggle to balance the expectations of both customers and businesses. Therefore, we strive to ensure that all our actions and creations enhance the marketer's ability to meet these dual demands. We have designed our customer engagement solution to empower you in the following ways:

• Connect across the entire experience: Integrate data and leverage built-in AI to personalize content, delivering relevant engagements on any channel.
• Make insightful, data-driven decisions: Understand your customers and drive profitable growth with AI-powered insights and analytics.
• Adapt to market needs with speed and agility: Scale your business with a flexible platform and partner ecosystem, making automating omnichannel campaigns easy.

Also inherent to all this is that we permit you to tailor customer engagement according to your business needs. We provide industry-specific capabilities to speed up time to value.

Many organizations have tried to unify their operational data with customer data to improve customer experience, but they often fall short due to significant challenges. A common approach involves introducing middleware solutions to bridge the gap between disparate systems. However, this middleware frequently becomes a bottleneck rather than a solution, adding layers of complexity and struggling to adapt to the real-time demands of modern businesses.

The root of the issue lies in three key pain points.

1. These integrations are typically expensive and resource-intensive, requiring constant customization and ongoing maintenance, which puts a heavy strain on organizational resources.

2. The underlying data models often fail to provide a one-to-one mapping of operational data to customer profiles, requiring extra effort to ensure data is accurate, consistent, and ultimately usable.

3. The data being connected is not tied to actual business processes, meaning it lacks context and relevance, making it less actionable for driving meaningful outcomes.

These challenges demonstrate why so many organizations, despite their investments, fail to achieve a seamless and unified customer experience. The result is a system that is neither scalable nor effective, leaving organizations stuck with the same inefficiencies they aimed to overcome. In the upcoming discussion, we’ll explore how to address these challenges and create a more streamlined and impactful approach to aligning operational data with customer-centric strategies.

With consumers engaging on anywhere from 3-10 channels as part of their purchase/decision journeys today, it’s imperative that marketers have the ability to engage with customers everywhere with a personalized touch. We empower marketers to achieve that in the following three ways:

1. Execute business use cases with data from any source. This means marketers can:

   • Easily collect data from any source, real-time or stored, using web tracking, connectors, APIs, and relational models. Examples include out-of-the-box data connectors with Commerce storefronts like SAP Commerce Cloud and Shopify.
   • Activate contextual and operational data to personalize and automate marketing engagements, such as using in-store purchase data, geolocation, order data, and web/app behavior to build detailed customer profiles and interactions.
   • Leverage native integrations with SAP S/4HANA and SAP CX applications to extend the value of your SAP investment.

2. Meet consumers where they want to meet you. This means marketers can:

   • Power use cases from revenue-generating campaigns to loyalty-driving engagements, such as progressive profiling, post-purchase cross-selling, and contract renewals.
   • Orchestrate customer journeys across online and offline touchpoints using real-time, cross-channel automation. For example, converting first-time in-store buyers to repeat online buyers, or engaging customers who research online and buy in-store.
   • Engage customers in their preferred channels using consent-based preferences and behavior signals, with support for various channels like email, SMS, mobile, web, and in-store. Native integration with CDC ensures two-way sync of consent and preferences, while AI-powered predictions help to optimize the timing and manner of engagement.

3. Create personalized omnichannel engagements that scale. This means marketers can:

   • Build and launch messages more quickly with a no-code / low-code cross-channel campaign editor.
   • Customize and optimize each channel message with built-in a/b testing, multi-language, and preview options.
   • Scale personalization with reusable, user-friendly tokens that can be updated once and propagated across channels.

Perfectly bridging the gap between operational data and customer experiences, SAP Emarsys is purpose-built for marketers to deliver personalized, omnichannel experiences tailored to your industry, and accelerate business outcomes. SAP Emarsys meets customer expectations by increasing win rates and decreasing sales cycle durations, among other key factors. Let’s delve into each of these factors in detail.

SAP Emarsys elevates sales performance by providing intelligent guidance and streamlining processes throughout the sales journey. The platform offers contextual insights, intuitive mobile capabilities, and AI-driven automation to minimize manual tasks and accelerate customer engagement. By empowering sellers with these tools, SAP Emarsys helps them focus on what they do best—closing deals and driving growth.

Using this solution, you can increase sales efficiency by integrating vital information from the opportunity, along with using connected data for personalized sales interactions. You can unify lead-to-cash processes for a guided selling experience and utilizing AI-generated opportunity highlights for immediate access to important data.

Through relationship intelligence, you can improve buyer interactions by sending timely signals and delivering engaging interactions. It further facilitates gaining comprehensive customer insights and using AI to understand customers more fully.

You can empower sellers with customizable selling workflows that use gamification to encourage positive behavior, shorten forecasting time through what-if analysis, and improve supply chain efficiency with a seamless sales-to-planning connection.

SAP Emarsys enhances forecast accuracy and enables proactive issue resolution through intuitive pipeline visualizations. It provides insights for sales coaching by exploring the evolution of opportunities.

Having grasped the challenges of unifying operational and customer data, as well as how SAP Emarsys aids in delivering a personalized, omnichannel experience, let's delve deeper to comprehend the architecture of SAP Emarsys.

• Organizations often struggle to unify operational and customer data due to costly and complex integrations, inadequate data models, and disconnected business processes.
• SAP Emarsys is specifically designed for marketers to effectively bridge the gap between operational data and customer experiences. It enables the creation of personalized, omnichannel experiences suited to your specific industry, thereby accelerating business outcomes.
• This solution uses an open approach to assimilate data collected and stored across various platforms, combining it using an integrated data layer, enhanced by artificial intelligence and machine learning techniques.