SAP Jam Communities: Bringing engagement to commerce
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Building on its experience with SAP Jam in the internal social collaboration space, SAP has launched SAP Jam Communities – delivering community capabilities in the context of e-commerce services. The first version integrates solely with the vendor’s own SAP Hybris Commerce solution, but over time SAP intends to extend this to additional products and use cases.
Enabling community in context
SAP entered the market for social collaboration technologies in 2012 with the release of SAP Jam, which leveraged technology gained through the company’s earlier acquisition of SuccessFactors to provide a solution that takes a very business process-centric approach to supporting collaboration right across an organisation. Three years later, in October 2015, SAP launched SAP Jam Communities to apply the same core technology to another use case – customer engagement.
This is not a new concept in and of itself; there are many existing vendors addressing this area, some for a decade or more. However, with SAP Jam Communities edition for SAP Hybris Commerce, SAP is taking a different approach to customer communities than some of its competitors. Rather than providing a platform that allows organisations to build a self-contained, externally-facing, online community environment that hangs off its existing website, SAP Jam Communities is designed to embed the community interaction directly within the organisation’s commerce website. This enables, for example, prospective customers to ask questions, read reviews and engage with a community about a product on the same web page where they can actually purchase the product, capturing all community discussion about that product in one place.
For the customer, this makes the purchasing process much simpler and streamlined; while for the organisation it creates a more direct path between decision-making and purchasing, thereby increasing the likelihood of conversion, while gathering valuable information relating to what drove the final decision to purchase. Importantly, it means that a brand can also take better advantage of social sharing, since a shared page also includes a way to buy a product itself. Suddenly, paid-for blog content can lead to direct sales, making it much more valuable.
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