The key for the Sales success of a company is a great customer experience in the long run!
Intelligent and sustainable Marketing processes leverage and safeguard the After Sales Customer Satisfaction and significantly reduce the customer churn probability.
To achieve these goals it is essential, that the intelligence of Service Tickets can be used for Segmentation and Targeting in Marketing. Individual service requests, submitted by the customer, as well as periodically scheduled release services contain immense high-grade data for Marketing. For example, service tickets with a low-touch solution, i.e. whenever it was individually answered or resolved by a Knowledge Article (KBA) could be used in Marketing. However, also high-touch service requests, which require an onsite field service, maybe even with a repair or exchange of the product, are relevant for Marketing. Further information of service requests about the input channel, the priority or the duration can be used to influence or interfere segmentation and the design of campaigns as well. Ultimately it is the categorization, i.e. whether it was a complaint, warranty claim or full life-cycle-service, which is of vital interest for Marketing.
As an example, one could trigger a campaign to schedule activities or phone calls for customer who have a significant high number of service requests during a given period of time. Or, in case of an inappropriate service order, one could grant a gift-card for a discount on a future order. Other use cases are reminder mails, if a regular service release was omitted or an invitation for a service satisfaction survey.
A solution for Cloud for Service (C4S) and SAP Marketing Cloud can be built in a customer project as follows: C4C offers an ODataEvent notification capability that can be used to publish the needed service ticket information to CPI. And SAP Marketing is already offering the needed interfaces to capture service requests as interactions. Then a custom iFlow has to be built in CPI, mapping the relevant service ticket information to OData for Marketing interactions (API_MKT_INTERACTION_SRV) or the Marketing business documents (CUAN_BUSINESS_DOCUMENT_IMP_SRV). An own interaction type for service tickets shall be configured in Marketing as well.