Hybris, AI and King Content

Content is King: This credo is still true. In an increasingly competitive market, it is important to prepare and personalize content according to needs.

If a customer comes across the content he is looking for during his research, there is a high probability that he will stay longer on a website and take a closer look.

This in particular is a challenge for B2B companies: For many B2B customers, it is laborious to research in the context of the respective business environment. That's why the feel-good experience must be at the center of all activities.

Putting this into practice is difficult. B2B companies struggle with complex sales cycles and the involvement of a wide variety of decision-makers, but they know how to use long-standing customer relationships to their advantage:

They are aware of which products and services they can offer their customers based on personalized content. With this knowledge, they lay the foundation for an optimal customer experience (CX). To prevent fragmentation of the CX, appropriate software should be implemented and integrated.

Address B2B customers

B2B customers find pop-up ads annoying, not useful. If you want to reach your prospects, you should provide them with helpful content - on all channels and optimized for the specific requirements of the respective devices.

Because in the course of their customer journey, customers use different channels and end devices. Cross-channel commerce can only succeed if companies use tools that are linked to each other. What is needed is an open, self-learning and flexible system that ensures an end-to-end customer journey.

Thinking across channels

Exciting content is perfect for cross-channel publishing. This offers the advantage of targeting customers on different channels with relevant, personalized, and consistent content.

Not only corporate websites or online stores play a decisive role, but apps and social media platforms are also important. After all, it is important to address the customer consistently at all touchpoints.

To optimize the customer experience in real time, companies should adapt to customer behavior and respond accordingly and quickly to changing customer needs and interests.

Meet customer requirements

Modern customers are permanently connected - flexible and agile methods are therefore necessary to improve interaction while addressing customers consistently at every point of contact. Therefore, companies need to create a unique CX for their customers - by publishing engaging content.

In addition, consumers expect intuitive search and that the brand is constantly learning as more is communicated with it. Companies achieve the best possible results with intelligent technologies.

A content and commerce solution is ideal for e-commerce companies, for example. The content platform is connected to the commerce solution via an interface (API).

Linking a digital experience platform with a commerce solution such as SAP Hybris allows AI-driven personalization tools to be used within the commerce environment and product feeds to be fed into the system.

Integration creates the necessary conditions for integrating content into the commerce environment in a targeted manner. Companies are thus in a position to respond to constantly changing customer requirements in a needs-based manner and to retain customers in the long term.