SAP, a global leader in enterprise software, has long been at the forefront of business technology solutions. Its acquisition of Emarsys, an omnichannel customer engagement platform, marked a significant enhancement in its ability to offer advanced marketing automation, real-time personalization, and sophisticated campaign management. Emarsys’s Smart Insight module stands out as a revolutionary tool in customer intelligence, designed to automate retention marketing and maximize revenue from customer interactions.

Integrating Diverse Operations with SAP Emarsys

The Miramar Group, headquartered in Hong Kong, is a conglomerate with an expansive portfolio, including hotels, serviced apartments, property rentals, restaurants, and travel services across Hong Kong and mainland China. The complexity and diversity of its operations presented unique challenges in managing customer data and delivering a cohesive experience across all touchpoints. The Group’s decision to adopt SAP Emarsys was driven by a need to unify multiple IT systems and enhance data analysis capabilities, thereby creating a more structured and efficient approach to customer data management.

Mabel Ho, Senior Marketing Manager at Miramar Group, emphasizes the importance of a comprehensive understanding of customers as the foundation of their customer experience operations. The implementation of SAP Emarsys has equipped the Group with the tools necessary to analyze customer data effectively, allowing for more personalized communication and tailored product offerings. This approach reflects a broader trend in the industry, where personalization is increasingly data-driven.

Esmond Tong, Managing Director of SAP Hong Kong, underscores this shift, highlighting the necessity for global brands to engage customers on their own terms. By utilizing SAP Emarsys, companies like Miramar Group are not only enhancing customer engagement across all channels but also ensuring positive experiences that resonate with the modern consumer.

Leveraging Emarsys Smart Insight for In-depth Customer Understanding

Looking ahead, Miramar Group plans to fully leverage the capabilities of SAP Emarsys’s Smart Insight. This module’s AI modeling and machine learning capabilities are crucial for developing an in-depth understanding of the customer lifecycle. The solution enables the Group to categorize customers into distinct groups – such as lead, first-time buyer, active customer, defecting customer, and inactive customer – facilitating highly personalized content delivery. This strategy represents a significant leap in the Group’s ability to not only understand but also anticipate customer needs and preferences.

The adoption of SAP Emarsys Smart Insight by Miramar Group is more than just an upgrade in technology; it signifies a paradigm shift in how customer data is utilized to enhance customer experiences. As more companies in Hong Kong and globally recognize the value of data-driven strategies in customer engagement, tools like SAP Emarsys will become indispensable in achieving business success.

Miramar Group’s integration of SAP Emarsys Smart Insight marks a significant milestone in the digital transformation journey of Hong Kong’s business sector. It exemplifies how innovative technology can be harnessed to create more meaningful and personalized customer experiences, setting a benchmark for other companies aiming to thrive in the digital age.

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SAP has been increasing its sustainable customer-centric offerings and as such, introduced the new intelligent SAP Service Cloud in May this year. The innovative solution transforms customer service by maintaining constant, meaningful communication with customers. SAP Service Cloud upholds the purpose of the brand and ensures its continued development by focusing on speed, insights, and accuracy in the resolution of customer issues.

With SAP Service Cloud’s case management designer, customers can develop and modify service processes in response to evolving business requirements. In addition, SAP AppGyver integration also enables non-technical employees to swiftly deal with new business issues should their company necessitate deployment extension.

Moreover, the tech giant is committed to improving and expanding the interoperability of its customer experience products which include SAP Commerce Cloud, SAP Emarsys Customer Engagement, SAP Sales Cloud, and SAP Customer Data solutions. In August, SAP received its eighth consecutive “Leader” designation in the “Magic Quadrant for Digital Commerce” from IT research and advisory firm Gartner. 

When it comes to digital commerce, the SAP Customer Experience portfolio provides a comprehensive solution that exceeds the capabilities of conventional CRM software. The portfolio also incorporates consumer data, experiential and operational data, and machine learning (ML) to provide a holistic picture of the customer experience. Through this, companies can provide clients with a consistent, individualized experience across all touchpoints.

This month, SAP Korea recently hosted a press conference at the InterContinental Seoul COEX and provided a variety of perspectives on the topic of CX management in the post-COVID 19 era. Jen Bailin, Chief Revenue Officer (CRO) of Customer Experience at SAP; Balaji Balasubramanian, Senior Vice President (SVP) and Global Head of Commerce Cloud at SAP; and Professor Kyung Jin Cha, Faculty Member of School of Business at Hanyang University, shared their insights during the event. (InsideSAP Asia often references articles from websites in other languages to bring you as much information as possible.)

“Businesses are investing a lot of money and manpower in customer management solutions, and customer experience solutions are one of the fastest growing areas of SAP’s business. Based on the four solutions of customer data, sales and service, and marketing, we will support companies and organizations to more efficiently manage and develop their customers,” Bailin stated.

Becoming an Intelligent Enterprise With SAP CX

The intelligent enterprise strategy developed by SAP places a significant emphasis on CX.  During the pandemic, customers all around the globe shifted from their conventional shopping and consuming habits to doing their activities online. As a direct consequence of this transition, businesses are accelerating the pace of innovation in their operations and transforming the environment in which their customers engage. Enterprises have now integrated data flows across the whole customer lifecycle and are beginning to harness the power of a wide range of data resources.

Despite the COVID-19 pandemic nearing its end, Bailin noted that SAP is still focusing on how cloud computing can help businesses become more resilient and flexible so that they can better adapt to changing consumer expectations and market conditions. She added:

“The interactions between businesses and customers are changing rapidly. Today’s customers are looking for more connectivity than simply buying a product, and this change will only accelerate.”

Furthermore, SAP’s focus on the customer experience, along with developments like DTC and B2B consumerization, has resulted in a surge in the company’s clientele. SAP has distinguished itself as a solution provider throughout the pandemic, being chosen by three major worldwide vaccine makers, Pfizer, Johnson & Johnson, and Moderna. SAP systems are widely adopted and used by both local and international businesses for managing customer data and advertising to their target audiences.

“SAP provides a wide range of tools and capabilities to help businesses fully understand and utilize the concept of customer experience. It is important to provide an immersive experience by understanding and providing only necessary information (orchestration),” Balasubramanian remarked.

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