Last week the Hybris Summit 2016 kicked off. Time to look back at an inspiring week full of customer engagement and commerce novelties. As SAP Hybris Gold partner Elision joined the summit with 5 consultants.
Now one week later we can only say that this edition was one of the most inspiring we ever attended. Meeting new people and see plenty of innovations that will help our customers achieving their goals. Here’s our final review and recap of an inspiring Summit.
At Hybris Summit we learned that customer relationship management will no longer be successfully achieved by CRM solutions as we know today. Customers have come to expect flawless interaction of different services with the businesses they are buying from or dealing with. This will catapult these businesses into a new era of digital connectivity. SAP Hybris profile enables you to create real-time dynamic profiles of customers by capturing context, interactions and behaviour. Data that is key to enable businesses to deliver new customer experiences, supported by other innovations such as Hybris CX (real-time dynamic CMS, targeted and consistent content).
Relevant content across all touchpoints increases the user experience. With SAP Hybris Marketing you manage your interaction through content, time, channels, types and interests. Within the different modules as data management, segmentation and campaign you create your target group, either dynamic or static. These target groups can be used among all touchpoints and purposes, like e-mail marketing or personalised banners. SAP Hybris Marketing will give you the necessary insights so create revelant target groups, based on interactions and intrests, aggregated from different sources.
SAP Hybris Marketing runs on the SAP HANA platform and can be deployed in three options:
– public cloud
– private cloud
– on premise (co-exist with SAP CRM or SAP BW)
Choose the right deployment model and prepare to rollout in a walk-run-sprint approach starting with a limited number of inbound and outbound sources.
CUSTOMERS BECOME PARTNERS TOO
The world of software development is changing. More and more global brands and multinationals are looking for building blocks to build their own solution instead of adapting and extending an existing software solution. Over the past year, SAP Hybris product development has invested heavily in their very own service architecture solution: ‘YaaS’, powered by the SAP HANA Cloud Platform. The possibilities are endless – both customers and partners will be enabled by YaaS to use the strength of the core of Hybris solutions to create new functionalities and dedicated solutions independent from the Hybris core.
SAP CLOUD FOR CUSTOMER (C4C)
More than half of global B2B buyers expect to make 50% of their purchases online within three years. Like consumers, they expect consistent omnichannel experiences, 24/7 self-service access and accurate real-time information. They will no longer accept disjointed channel experiences or inaccurate data.
To manage these omnichannel experiences at its best, SAP Cloud for Customer (SAP C4C) is the correct answer. It is the perfect method to support all sales, customer service and field service processes mobile and in-company. It also enables sales teams to truly being able to reshift focus on adding value and provides their customers with a digital portal for simple interactions and informational needs.
NOT ADAPTIVE OR RESPONSIVE BUT… RECEPTIVE
As we mentioned earlier, every customer expects flawless interaction of different services with the businesses they are buying from or dealing with. 30% of your customers quit their session when your website is not suitable for the device they are using. As a designer you don’t need to have all of your content on all the different channels; it is best practice to select a receptive approach: a blend of responsive and adaptive. Responsive based on device and adaptive in real-time based on source and consumer. The less you silo your content during your project, the more this content can be like water and shape itself to the context where it is displayed. Work with multiple teams, as on multiple devices. Designer, frontend and backend together.
The only way to succeed in this strategy is by using parallel workflows and reusable content. The SAP Hybris solutions support this approach by supporting multiple catalogues, content inheritance and multi-layered content catalogues.
While introducing new technologies, SAP Hybris announces the sunset of the Hybris Management Console (HMC) with the release of 6.0. After a wonderful collaboration, which lasted for 7 years, we will say goodbye to this powerful MDM admin solution. Of course we already adopted it’s follow-up, the brand new Hybris backoffice, which is based on the more agile and flexible NG (Next Generation) cockpit framework. All management functions from the HMC are already available in this new backoffice, starting from SAP Hybris Commerce 5.6, which was released last year.
Some of the most important technologies are the Hybris2hybris sync (y2ySync) , service layer direct (SLD), batch impex, cluster of clusters, new APIs for (OMS, CMS, platform, customer service), SAP Hybris YaaS connect to integrate with SAP Hybris YaaS (user for the connection with SAP Hybris Profile).
SAP Hybris comprehensive suite of services is becoming a more complete platform. It is not only beneficial for today’s consumer but it makes your life as a marketeer a lot easier as well. You don’t need a developer for every change or new campaign making you time to market shorter and your marketing more agile and affective.