SAP Customer Value Intelligence powered by SAP HANA: Product Demo

Intelligence in SAP software can provide a single view of customer value across ERP and customer relationship management (CRM) systems. Watch how to use this intelligence to sell more by targeting the right segments, offering selling recommendations, and investing resources into the right customers, products, and channels.

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    • SAP Customer Value Intelligence insight and recommendations to sell more and spend less.
    • In this demonstration you’ll see how the SAP Customer Value Intelligence application, part of the next-generation SAP Customer
    • Engagement Intelligence solution, powered by SAP HANA, can help you gain a deeper understanding of your customers and the opportunities they present.
    • You can create and drive strategic go-to-market initiatives,
    • enable sales to execute in a guided and consistent manner, and, increase revenue and margins.
    • Consider Kate Schmidt: She’s a global sales analyst tasked with creating initiatives to improve revenue and margin in the US and Germany.
    • To start, she launches the Analysis section of SAP Customer Value Intelligence.
    • A wide range of useful dashboards are available right out of the box with SAP Customer Value Intelligence.
    • The customer segment performance portfolio view, for example, shows customer segments by revenue, margin, and lifetime value.
    • The product line view shows which product lines are performing well, and where changes need to be made.
    • Kate can drill into the details on any of these dashboards, but right now she wants to create her sales initiative – so she goes straight to customer stratification.
    • Automated customer stratification in SAP Customer Value Intelligence takes the guesswork out of distinguishing different types of customers,
    • understanding their value, and developing an appropriate strategy for engaging them.
    • For Kate, the customer stratification functionality can help her identify high potential customers.
    • She starts by selecting the regions for which she is responsible.
    • Using a configurable balanced score card, SAP HANA analyzes a full year's worth of transactional data in real time
    • and presents a comparative ranking of the company’s US and German customers.
    • The analysis considers a broad set of criteria and reflects the most important aspects of the customer relationship
    • and SAP HANA does this in seconds – something that just wasn't possible before today.
    • Those customers who are top ranked in all these categories are “core” customers, and Kate wants to move more customers into this quadrant.
    • The question is, how?
    • In the near term, the customers in the top left quadrant are the key targets.
    • The “opportunistic” customers do not currently have a high loyalty or volume — but they are highly profitable.
    • An initiative to increase engagement with these customers could move them into the “core” quadrant.
    • She selects these customers and saves them as a target group.
    • Having done this, Kate can create initiatives for marketing and sales, analyze and track performance of these initiatives, and more.
    • Kate now creates a new initiative for the sales reps responsible for these customers.
    • She makes it a very high priority initiative, sets the start and end dates,
    • and then writes a note for the sales reps describing the initiative, and providing guidance for consistent execution.
    • When she clicks the “release” button, the initiative is live for all the sales reps working with these customers.
    • Kate moves over to the relationship analysis tool, where she can quickly slice and dice individual customers to see if there’s any low-hanging fruit for the field.
    • She selects her target group and then switches to the relationship parameters that interest her.
    • Looking at the relationship of invoice discounts to revenues, Kate sees a number of target customers that are buying hundreds of thousands of euros worth of goods or services but not receiving any discounts.
    • She selects those customers and creates another target group.
    • For these specific customers, Kate’s guidance to the field is to promote a volume discount structure that would lead to a stronger long-term relationship.
    • Paul Bentley is one of the sales reps in Kate's area, and he has been notified that several of his accounts have been included in her initiative.
    • He opens the Initiative, reviews the notes, and looks at which of his customers have been included.
    • One name jumps out to him, CPG Industries.
    • He has a meeting with CPG Industries later today, and to get a jump on the initiative he opens the account fact sheet.
    • Then he opens the customer stratification scorecard to understand why this account has been tagged as a high value target and get a good overall understanding of the account.
    • He sees a good breadth and depth of purchases, and that the gross margin rate and cost to serve are all working well.
    • However, the revenue size and trend numbers are poor, which has an impact on the margin total as well.
    • What products might Paul suggest that would both increase sales volume and maintain the high margin rate at CPG?
    • He clicks into the whitespace analysis area to see what SAP Customer Value Intelligence recommends.
    • The software automatically analyzes customer purchasing behavior to suggest account potential profiles.
    • By comparing these profiles to an account’s actual purchasing history (in green), the software shows where opportunities may exist (in orange) – and how large that opportunity may be.
    • Paul can see his company is doing a good business in electronics and monitors with CPG Industries, but hard disks, services, and accessories are all untapped opportunities.
    • The largest revenue opportunity lies in hard disks and the largest margin opportunity lies in services, so Paul will test the waters for these two product lines in his meeting later in the day.
    • As you have seen, the SAP Customer Value Intelligence application, powered by SAP HANA, can help you gain a deeper understanding of your customers and the opportunities they present.
    • You can create and drive strategic go-to-market initiatives, enable sales to execute in a guided and consistent manner, and increase revenue and margins.
    • For insight into how Kate’s mobile sales representatives can engage most effectively with these sales initiatives, watch the demo on the SAP Account Intelligence mobile app.
    • It enables sales personnel to leverage SAP Customer Value Intelligence and the power of SAP HANA for dynamic account targeting and the precise execution of sales initiatives – wherever and whenever, right from an iPad.
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