Hello, good morning, good afternoon, or good evening, wherever you're joining us from. It's a pleasure to welcome you to today's webinar, Unlocking the Future of Automotive Sales, Driving Digital Excellence with AI. Let me take a moment to introduce myself. I am Annie Bweya, and I have the privilege of leading the SAP Emarsys team here at hmmh Middle East. And I will be your host for today. Before we dive in, I want to sincerely thank each and every one of you for taking the opportunity to join us. We know your schedules are full and your time is extremely valuable. So in return, our commitment to you is simple. We aim to deliver rich insights, thought-provoking content, and hopefully some practical ideas that you can take back with you. In today's session, we will be showcasing how intelligent data-driven marketing and customer engagement are redefining the automotive experience. You will hear how AI helps to deliver lifelong customer loyalty across the entire customer journey. We understand each and every one of you is at a different point and facing completely unique challenges and unique opportunities when it comes to customer engagement. At the moment, you might be trying to bridge the gap between online and offline data, ensuring that conversations that start in dealership, showrooms, or an event continue beyond that point. You might be trying to expand your omnichannel reach across email, SMS, WhatsApp, digital ads, and so on. And you will want to get to grips with how you can connect your customers across all these channels and experiences. Or perhaps you like to explore new revenue streams. And in an evolving automotive ecosystem, this is crucial. Wherever you are on this journey, our goal today is to enable your progress and empower you to keep things moving. Before we get started, just a quick housekeeping note. This session is recorded and will be made available on demand after the webinar. I'm sure you're going to have questions as we go through today's session. We would ask that you simply submit your questions in the Q&A window. We have a team of experts ready and waiting to respond live. If we can't get to your questions today, we will follow up directly and get back to you after the event. We have a great agenda ahead of us. Along with my colleagues from hmmh, we'll also be joining our strategic partner, Sinch, who will demonstrate the seamless integration with Emarsys. We are also excited to welcome the team for Mohamed Yousuf Naghi Motors, the official importer of BMW, Mini, Rolls Royce, and BMW Motorrad in Saudi Arabia. We'll take you inside the digital transformation journey of one of the world's most iconic automotive brands, BMW, and show you how SAP solutions like CDP and Emarsys are helping to redefine their AI-powered and data-driven customer engagement. The automotive industry is evolving rapidly, not just in terms of electrification and mobility, but also in how we sell, engage and retain customers. Consider this, 78% of car buyers begin their journey online. 72% of customers expect a personalized digital experience. And with AI, leading brands are seeing a 30 to 40% increase in campaign efficiency. For BMW, these expectations are not challenges. They are opportunities. And with the help of hmmh and SAP, they are delivering personalized, omnichannel experiences powered by real-time data and intelligent automation. To kick off our deep dive into the future of automotive customer experience, I am delighted to introduce our first speakers. First, my colleague, Amr Gad, senior SAP consultant at hmmh. And joining him is Alawi, Digitalization Manager at BMW at Mohamed Yousuf Naghi Motors. Together, they will take us through BMW's journey, from the challenges before SAP CDP and Emarsys, to the progress made so far and what lies ahead. Amr and Alawi, the stage is yours. Thank you, Alawi, for joining us today and giving us the time. We can start by having some direct question. What is the key business challenges that BMW Saudi Arabia faced before the journey starts? Thank you, Amr. Our data state was rich. However, it was under leveraged. Keyloop drives data, held pieces of the puzzle. However, no platform could translate those fragments into brand-grade model-specific experiences. Think of electric cars' journeys that require entirely different nurturing logics from internal combustion engines. We simply lacked the bandwidth to execute such complexity at scale. The realization was the catalyst for change. Uh-huh. So here you are talking like about the business challenges that you faced. Am I right? So, after the business challenges, of course, and after the implementation, what's the dream scenario? I know that you're still in the beginning, but what's that dream scenario or the outcome that you hope to achieve maybe within six or 12 months from now? From now, well, phase one, to be quite honest, already proved the business case. The granular segmentation lifted targeting accuracy beyond prior year's performance immediately. Now with the core being live, our 2025 goals is to outperform those baselines across every conversion metric relative to last year. By executing campaigns at the speed of data rather than the speed people executing it, the tools are in place. Timely execution is the only remaining variant. That's good to hear. Good to hear it. And that is for both of us. Of course. So you mentioned before Keyloop drives DMS. I believe that's like what you are using in our journey. We know that. How do you assess the potential impact of making Keyloop directly actionable within the new solution? Keyloop Drive is the commercial brain of the dealership. Every sales, service, and parts event is told there. Historically, however, it was a closed vault. Brilliant for record keeping, however unsuitable for one-to-one dialog. Streaming drives data into SAP CDP, turns that vault into an engine, personalize communications, branded in the proper corporate identity guidelines, embedded UTM governance, and consent awareness tracking. All of this happens within the new solution. Uh-huh, I think that would be very good news for anyone like using Keyloop Drive. So my next question will be like, do you anticipate, how do you anticipate the new setup will influence like the BMW digital advertising strategy? Do you think there will be any change in your digital strategy? Digital media. Media efficiency is the headline win from this new solution and implementation. Real-time eligibility and suppression means we stop bidding the moment a prospect converts or an owner exits the market. Also, lookalike models built on first-party data lets us chase true, purchase- intent leads, not just proxy audiences. The net effect, lower cost per lead, cleaner frequency caps and a budget that follows revenue rather than impressions. I agree with you, I think that will be important for everyone. So my last question will be, what advice would you give to other business, like maybe same business that you haven't started the journey yet. Begin collecting first-party data early under explicit business relevant consents and treat it as an asset. Once the foundation is solid, activate in tranches. Target only what you can measure and attribute. I believe that discipline will pay long after the implementation phase fades. Is that related anyhow to the consent or the new laws in Saudi Arabia? Absolutely. Well, with the new PDPL laws recently implemented in the Kingdom of Saudi Arabia, we are required to tailor our data processing and targeting of communications to the guidelines where we have to obtain the proper consents. Before sending out communications in certain journeys. That's interesting. So thank you, Alawi, so much for your time. Appreciate it. And back to you, Annie. I was going to ask in terms of, because you did talk about the fragmented data within Autoline and not being able to fully personalize the customer experience for marketing, would you say now having integrated Autoline with CDP, BMW is now benefiting from that true end-to-end visibility of data. And have we, you know, is it now enabling you to have that personalized experiences that you were expecting for BMW? So, we are absolutely now in the phase of building upon the core when it comes to personalization of pushed content and the channels that we are going to use to push those channels, to push those communications properly. However, I would say that the digital ad targeting was the core of our focus in quarter one. We have used some of it, well actually not all of it, we used most of it to elaborate the success that we have already seen especially on our first better half of the year. We are now engaging in sending out personalized communications throughout the year within the next 6 to 12 months obviously with the complex targeting. Obviously there are multiple corporate identities that we need to adhere to when it comes to M-specific cars, for example, compared to your belt or electric cars. So there are different guidelines and the complexity of administering those communications is the true asset where Emarsys comes in. Perfect, and just a final point from my end, obviously you mentioned first-party data and we should start collecting first-party data immediately. So within BMW, I know you've got a number of touchpoints that we're collecting data. Would you mind sharing those with us today? Absolutely, we do always start collecting the consents from our customers the moment they land on the website. Obviously, some communications are transactional by nature and some are not. Most of the time, right now at least, we try to adhere to the transactional requirements more than the bulk targeting, if you like mass targeting or spamming people, cause that's no longer working. Its just a waste of money and time for everybody. And this is where the segmenting and audiences within CDP and Emarsys work hand in hand to allow us to uniquely target segments and reach effectively to our target audience without having to reach out to a mass cloud, overspending in channels where it's unnecessary, you know, it just comes together when it comes to using the new solution. Thank you so much for sharing your insights with us today. We really appreciate your time. Thank you, thank you. Thank you. Now, let's talk about what is truly shaping the future of customer experience, and that is AI. In today's fast-paced world of innovation and disruption, no conversation about digital transformation or business outcome is complete without addressing the role of AI. Across industries, AI is increasingly seen as the key to creating deeper customer connections and improving operational efficiency and driving long-term growth. But while many organizations aspire to harness AI's full potential, most aren't fully ready. And the main reason often comes down to the state of their data. Here are a few quick indicators to help you assess your AI readiness. The first one, data silos. Data living in disconnected systems makes it nearly impossible to create a unified view. AI thrives on clean, connected, and well-structured data to be effective. The second one. The data quality and reliability. If your data is outdated or you have duplicates or inconsistent data, this will sabotage your personalization efforts. Poor data leads to poor decisions, irrelevant offers, poorly timed messages and missed opportunities. And the third one, we can't talk about data without talking about privacy, compliance, and ethics. With rising customer expectations and strict regulations like GDPR, PDPL, and local data laws, businesses must be transparent and responsible in how they handle data. Without proper governance, businesses risk trust, compliance, and the ability to fully leverage AI. Even with good data, if it's not integrated with core business processes, it can't drive intelligent, contextual-aware engagements. At the core of BMW's digital transformation journey is the SAP Customer Data Platform, providing a unified foundation that connects data across systems, ensuring quality and compliance, and makes it actionable across the business to enable intelligent, personalized engagement at scale. To help me explore this topic further and to understand how SAP CDP is helping BMW lead the way in customer experience innovation, I am delighted to hand over to my colleague, Gaurav Jat, our SAP CDP and CRM lead here at hmmh Middle East. Gaurav, over to you. Thank you, Annie, for handing it over to me. Just a quick intro, as Annie introduced, I lead the entire customer data management solutions and CRM space within hmmh Middle East. As we talked about, Mohamed Yousuf Naghi and the use cases and the business requirements, the most crucial point which we all came across is the data and the customer data and the customers activities, basically. So, to go to that next level of customer experience and targeting your customers, we need to first get the data right. And then the next step is to activate or get more insights to use that data further. So that's where we came up with this unification and how to activate that customer data to achieve the next level of Mohamed Yousuf Naghi's marketing strategy to that next level, basically. But if I talk about the challenges, so industries, not only just the automotive, every industry is dealing with the data of the customers being siloed into the different systems. So if I talk about let's say CRM being the first-party data, ERP on the back end. They are collecting the primary data and the primary sources of the customer data where the customer data resides within the CRM space and all the marketing and the pre-sales related activities resides within customer relationship management module. On the other hand, the ERP manages the core fulfillment and the delivery and the finance related data. Other than that, many organizations, deals, or take care, or have the data lakes where the additional data of the customers from the online and offline sources resides. But what happens in the middle, basically, all of these sources are not connected and every industry struggles in the data silos. So these systems are disconnected. Or let's say connected in a point to point fashion where, you know, adding or rather removing the complexity, they add more complexity to the landscape. And that's why in the current situation with the Mohamed Yousuf Naghi, we also had a similar situation. So ultimately, the challenge is to manage the process and connecting these systems together. We need to come up with a system which gives the true insights about the customers and also manage the duplicate data and also unify the data from the different sources to give that true insights to BMW and the entire team and the Mohamed Yousuf Naghi. So that's the next level of data unification tool is what I will take you through a little bit and give you a glimpse of what capabilities SAP CDP holds basically. So this is customer data platform which takes care of managing all those challenges and getting rid of the data silos. So collecting the information from the first-party data, second-party data or any anonymous known or other activities from the offline sources gets ingested and consumed within the CDP platform which takes care of creating that unified customer profile which is a live breathing customer profile within terms of real time data being ingested over there. So that's where the market need and the current trend is going towards there. Everyone is looking for the omnichannel solution. So to achieve that, we need to have all the customer calls from the call center, the relevant customer conversations based on the action they have taken from the online sources, and when they're walking through the websites, we need really understand that what they have been doing from the different sources to achieve that hyper-personalization customer engagement. So ultimately, that's the strategy been the strategy in Mohamed Yousuf Naghi and any other organization as well. So to achieve that, once we have created that unified customer profile, we will ingest and system unifies and create that 360 degree view, which helps in creating that hyper personalization with broader reach and effective communication. And of course, taking care of the customer trust, where complying with all the data regulations and all the native land laws basically, and deriving that omnichannel relevant customer communication with hyper-personalized action-driven insights basically. That is the core of SAP CDP. And that's the key capabilities of the platform. If I take you through a couple of those to harness the customer data within the customer data platform, B2B and the B2C data to drive more focused growth towards, and along with that, deepening the complete understanding of the customer's data with integrating your first-party and the second party data. And along with that comes with some industry accelerators with out of the box, those data models which are supported by for those industries. And on the top of that, we have generative AI capabilities which helps business drive more focused growth in terms of the strategy they are looking for. As I said, once you connect your front and back end system, you would achieve that true customer 360 degree view, which is the core capability of CDP platform. And that's the key step on any brand's journey. So unifying that fragmented data from the different sources and making it more relevant to bridge that gap between the data and the silos of data which are residing in the different systems. So, bringing it together to give that live or breathing customer profile with more meaningful insights is the key capability of CDP, along with, as I said, the intelligent insights. On the top of that, we have AI capabilities, which brings or gives more meaningful data along with AI capabilities on the top of it, which helps giving those or creating those segments where system will drive the meaningful insights for you to create something like lifetime value of the customer or whether the customer has propensity to buy so that you have more focused segmentation or the customer target groups which you would target from your downstream systems and whether based on the customer actions or the data coming in from the different transactional systems. It drives you that churn risk of the customer so that you target those low or high risk leads from the customer bases. So that's the AI part of it, which helps you drive that. And once you have that information handy, you would utilize that with your downstream systems like any marketing system or any BI or analytics tool where you would like to do further or invest in further analysis and drive more further on your marketing strategies or the business related strategy redefinition. So that's how we did for Mohamed Yousuf Naghi and to bridge the gap in any industry from across the different regions or different areas. So we will talk about how we utilize this data once this data is available and we have these segments and the target group derived from this meaningful data insights which we have achieved from the different sources and how a marketing system utilizes data to target these customers in more focused manner. So by this, I'll hand over now quickly to Annie to take us through how this data is utilized in the marketing platform, like achieved the next level of marketing strategy. So over to you, Annie. Thank you so much, Gaurav. As you've seen, by harnessing the power of SAP Customer Data Platform to break down silos, unify your data, and embed it into your business processes, you lay the foundation for true customer centricity. The next step is choosing the right customer engagement platform. That's where SAP Emarsys comes in, enabling you to deliver deeply personalized revenue-driving experiences across every channel and at scale. Let's talk about what it really means to deliver personalized omnichannel customer engagement and how you can move from intent to action. It all starts with activating your customer data. By integrating CDP with Emarsys, you unlock a 360-degree view of each customer, which is essential to creating a truly personalized, high-impact experiences at scale. Next, we focus on driving revenue smarter and faster. With AI-powered strategies and tactics, teams can respond to marketing opportunities in real time, automate engagements, and accelerate campaign execution without starting from scratch each time. And finally, it's about creating seamless cross-channel campaigns. With natively built-in channels, you can deliver consistent, relevant interactions across email, mobile, web, and more, all from one unified platform. So it's not just about sending a message, it's about sending the right message, at the right time, on the right channel, to the right customer. As customer expectations continue to rise, it's no longer enough to personalize with just one or two channels. With Emarsys, you can meet customers wherever they are, delivering consistent, tailored experiences that build trust and drive conversion. AI-powered insights play a critical role here in analyzing behavior in real time, identifying trends, and helping you to refine strategy with confidence. When we talk about loyalty, we're talking about real-time engagement that builds lasting relationships. Emarsys enables you to measure that impact clearly. With advanced reporting, you can clearly measure impact across revenue, retention, and repeat purchases. So you know exactly what's driving loyalty and growth. And for B2B relationships, particularly in the automotive space, it's about scaling account engagement across your dealership and distributor network. By unifying sales and making data, marketing data, you can engage more effectively and stay ahead of evolving account needs. Let's bring this to life with the real world example. Let's take a closer look at the BMW journey and how they're leveraging Emarsys to deliver hyper-personalized, automated customer experiences powered by data-driven marketing. I'm pleased to introduce our next speaker, Vaibhav Bansal, E-Commerce and Marketing Automation Manager at BMW Mohamed Yousuf Naghi Motors. Vaibhav, thank you for being here and for joining us today. Let's start by going back to the beginning of this journey. Could you take us through what your main challenges were as a marketer before you started using SAP Emarsys? Yes, hi Annie, thank you for the introduction. So yes, you see, this is a very dynamic world right now. The customer journey is changing. The customer's preferences are changing. Where the customer is present right now is very, very dynamic. It's not just like it was before a few years where only email or SMS were the main channels for communication. Now there are digital ads, WhatsApp. So previously these are channels were not available with us before Emarsys. And also the data regulations have been changing a lot. The PDPL requirements have been changing in Saudi specifically. So it has become very, very strict. Personalization has become extremely important, which was missing and was a very big challenge for us as well. So also the overall digital cost for us for reaching the customer has been increasing a lot. So Emarsys being a unified platform has helped us definitely mitigate a few of these challenges and help us reach the customer at the right place, at the right time, like you said. So you mentioned that Emarsys has now offered you a lot more channels than you had before and you had data issues and then also trying to keep up with the PDPL data regulations in the region. With the new channels that you've been able to get to access within Emarsys, could you tell us a little bit more about how you're using that and what channels were you using before? Yes, I mean, so previously we were using mainly email and a little bit of SMS, but we were not able to personalize them like I said. So Emarsys has helped us being able to mass personalize our communication with our customers, also being consistent communication across the multiple channels was a big challenge for us and Emarsys has helped to mitigate that as well. So now we have not just email and SMS, we have WhatsApp, we have Web, we also have digital ads across multiple platforms like Meta, Instagram, also Facebook, LinkedIn, TikTok as well, and also previously, we were relying on multiple sources, multiple softwares to reach customers, but now it's all within one unified platform. So, Emarsys has helped us a lot in this regard. That's great to hear. And I think when we spoke with Alawi earlier today, we saw that first-party data is extremely valuable. So how has that helped you as a marketer in your day-to-day using Emarsys? Yes, first-party data is always at the core of our digital strategy and first we were not able to leverage that data because we didn't have the right means to use this data because it's a very sensitive information. We cannot just share it with anyone outside so it has to be in encrypted channels and Emarsys has direct connections with Meta and other various platforms so we were able to use lookalike audiences. For example, like just previously, we had a Ramadan campaign, which was a huge success. All thanks to the usage of first-party data from Emarsys and CDP, we were able to create lookalike audiences and have very highly personalized and targeted ads to our customers, which helped us not only reduce the cost, especially for Google, by almost 50%, but also help us reach the right quality audiences, which we were able to increase the conversion rates and have much better performance than last year. So you were able to reduce your cost per lead with your Ramadan campaign using Emarsys. Yes. Amazing. That's absolutely great to hear. Now you have mentioned obviously having more channels as a marketer at your disposal. How has this made your life with your team day to day? Do you feel you have everything you need now? How do you see this? Yes. So previously it was like a lot of more manual work which we had to do because we had to manage different multiple platforms to reach the customers. But now we can manage it all on one single platform. So this has definitely helped reduce a lot manual work for us and making sure all the communication is consistent across. Also, we have used a lot of automations now so we can set and forget a lot our main offers and communications that we to send out to customers, we can basically set up like email, SMS, WhatsApp, all in one journey of customer. And it really helps us reach the customer when we want the communication to reach to them. We can set up timelines and timeframes, like "this email has to reach 10 days later," "this SMS after the delivery of the car," or increasing the adoption of our BMW apps as well. So this has really helped us set and forget. That is what I tell my team as well that just set the things in automation, keep the content ready, and just hit the start button, and it takes care of all the things. Also, I forgot before, it was also the multiple languages, which is there in the region, especially KSA, although it is an Arabic-focused and a very Arabic-heavy country, because the locals prefer Arabic, but with the infusion of a lot of expats coming into Saudi Arabia, because the country has been expanding a lot, so people over there prefer English and other languages as well. So what Emarsys has helped us is set up different languages communication, and it automatically takes care of what the person actually prefers, what the language preference of the customer is. So this has really helped us not only optimize all the communications, but also be more efficient with our channels. That's absolutely perfect. So you've mentioned there a keyword to optimize your campaign efficiency. I'm curious, what other features have you used within Emarsys that have helped you to optimize, particularly maybe some AI features that you're aware of? Which ones have you touched on and which one could you share a little bit with us today? Yes, I like the word you used AI because this is not just a hype anymore. You see that this is now part of our day-to-day life and AI has become so important that if you are not using the AI properly, you are being left behind. And Emarsys has some of the AI capabilities that we're using, for example, send time optimization. So, what it does is basically sends the communication to the customer when the customer prefers to open or read the message. Also, like subject line and content generation is also built part of Emarsys, which has helped us use A/B testing for emails and SMSs. It basically gives us various messages, various content to be used in the email part. And we can see if it works better for the customer, because we know open rates are really important for emails, right? So it helps us improve the open rates and see what works and what doesn't work. So the human error and the human preference is now being reduced and being AI taking over. It helps us increase our efficiency, definitely. Also, the multiple languages that I talked about is there, plus the advanced segmentation. How can we forget about that? That has been the core of our digital strategy, using the web behavior, the customer's service history, sales history, whether the customer is walking into the showroom, how they're interacting with us across multiple channels. So segmenting the customer based on all these data points has definitely helped us improve our efficiency of our digital channels. That's absolutely great to hear. So where would you see the future of AI in the automotive industry? It's like I said, the AI is definitely not just being adopted really fast. It is also adapting in its own. There are a lot of AI features that I see that we will use as BMW in the future. Like AI Search, AI Chatbot that we're working with Sinch, which is the official partner of SAP Emarsys as well, for WhatsApp. So we're looking with them to build a journey on WhatsApp as well and having communications over there. So it's definitely evolving very fast and we aim to be with the trend and with the flow of AI and use them in our day-to-day life as well. Oh, that's truly wonderful to hear. And finally, before I let you go, how did you find working with a partner like hmmh during your digital transformation journey? I cannot imagine implementing such a big software without the help of the consultants at SAP and hmmh as well. So the thing is that having a partner who has experience, prior experience in automotive industry has definitely helped us not only accelerate and have the right tools to suggest to us and have the right use cases built up as per the customer journey. So hmmh was working hand-in-hand with us. We were having multiple meetings and they were obviously flying in multiple times and helping us in this digital transformation journey that we had. And I really thank Annie and the team for setting up this and helping with the digital transformation that we had in the last year. Thank you so much, Vaibhav, and we really appreciate you being here today, and we absolutely enjoyed working with you and your team. So thank you so much for sharing your insights with us today. Thank you, Annie. Now that we have seen how BMW is using SAP CDP and Emarsys to deliver intelligent, personalized campaigns, let's talk about the next step in creating truly connected customer experiences, real-time conversations. Because in today's world, customers don't just want messages. They want conversations. Seamless, two-way interactions that feel natural, helpful and human across their preferred channels. This is where Sinch Contact Pro comes in. With Sinch's conversation API, businesses can centralize customer communication across channels into a single agent, creating consistent, contextual and efficient conversations across marketing, sales and services. Even more exciting, Sinch integrates directly with Emarsys so you can trigger personalized messages from Emarsys, follow up with real-time dialog on a customer's preferred platform, and handover from automation to live support when needed without losing context. To take us deeper into how this works, I would now like to hand over to Andre Odendaal, Senior Sales Engineer at Sinch, our strategic partner and expert in customer communication. Andre, over to you. Great, thanks Annie. So let's jump straight into it on how Sinch puts all this and glues everything together. Today Sinch has a omnichannel connector which we call Conversation API and as previously mentioned. How do we adapt to any customer demands with a requirement that the end customer wants to dictate on how they want to be spoken to and which channel they want to be spoken to. What we have from Sinch is an Omnichannel Connector Conversation API, which plugs directly into Emarsys. So what we like to call it is a native integration, which means that there's no development efforts required to make this Conversation API work. Behind the Conversation API, we have plugged in various AI and customer connectivity applications. So, quickly, we can just cover chat layer, which is our AI bot. We have Contact Pro, which allows customers speak directly to a live agent. And then, obviously, we have some more AI capabilities. But all this plugs directly into Emarsys. And what happens from that is that a customer can typically receive a message from Emarsys, and they would want to respond to that. And how would that response go? You would want follow the full track of that communication all the way around. And then eventually it gets through to a human agent, or results in a service support request that is logged with the service agent. And in that way, the service agent has the direct communication with the customer as well. Something more about Sinch, we have 175,000 plus customers globally. We have 900 billion plus interactions per year across our entire Omnichannel Connector messaging channels. And we obviously have a presence in 60 plus countries around the globe. So we are truly a global organization and a leader in CPaaS communications. How do we help the automotive industry in this? Through our applications, we help them scheduling appointments through different preferred channels, push notifications for appointment reminders, and that again can be through any particular preferred channel or even via a messaging application which is embedded in an Android or an iOS mobile phone. Scaling test drives, which is resulting in a two-way communication. Pre-purchase consultations, car configurations, etc, and all the way down to workshop service. So you have that full communication again here supporting all the customers. So now you ask how does this actually work? So here in we have set up a WhatsApp communication channel, which then results in a communication that goes into our contact center environment, where a human agent will interact with the customer and eventually that will result in creating a ticket into a support system where the agent can then reference the ticket back to the customer, and escalate a particular ticket if needs be. So again, imagine that you have received the marketing notification. Or you have a particular query with regards to a vehicle breakdown, and you would like to speak to somebody, or you would like to register that and you have various means of doing that. So through our contact center, you can actually do that on voice channeling, you can do it via email, and you can do it through multiple different social channels as well. What we'll do here now is we're going to simulate a customer initiating a conversation on a particular WhatsApp channel and that conversation will be fronted by AI capabilities. So we're gonna have a chatbot that's going to be speaking to the customer here. So again, yeah, obviously these are configurables and depending on the particular requirement, you can actually support how the chatbot is gonna be speaking to the customer, yeah. So I'm scheduling to report a product issue with a vehicle that I purchased, right? So we're going to report an issue with my vehicle and this particular issue is going to be resulting in the bot gathering this information as they chat. And this is obviously easier for somebody on the fly. You don't have to be speaking to somebody via a phone, I can simply chat it. And we know that the current generation prefer to have the social channels as opposed to the voice channeling, right? So they are more comfortable with that. Oops, sorry, there's a spelling mistake, but the bot will pick that up. So now we're going to tell it that the remote does not open any doors. And of course, what happens in this situation, it could be an existing customer or it could a new customer. So depending on what type of customer that you're actually speaking to here, if it's a new customer, it will still continue to create a ticket for the customer but you will not have a full record of the customer and full visibility from an agent perspective. But in the case of it being an existing customer or a relatively new customer that has been onboarded into your database and you have that full record of the customer, it's going to be easier for the system to identify that. So we're going to say, go ahead and say, yes, we want to have the ticket created and the system then proceeds to create the ticket and also wants to have final details. Great, now it has all the information and now the ticket will be created. So what happens from here onwards now? Generally, the customer will be happy knowing that the ticket has been created and they're happy and they'll leave it as that, right? But in the instance of me now wanting to continue the discussion with the agent or a support person, I can still have that particular matter attended to in a support environment. I'm simulating now a contact center in a support environment and I have that inbound communication from WhatsApp coming directly to me as an agent. What I have in the running in the background is SAP Service Cloud. And what this does is it identifies the customer directly in the Service Cloud environment. So the ticketing environment, the support environment. I am connected directly to the customer via WhatsApp. So I simply then just greet the customer. And you will see the conversation comes through on the WhatsApp. In the background, through the integration that we have with SAP Service Cloud as well from the contact center, it automatically then opens up the record of this particular customer, where I have full visibility of that customer record as well. From a contact center environment, I also have capabilities of AI, so I can simply input any AI questions in there, specific to BMW or to any particular product. I also have the capabilities for the customer to share a location, so this will be quite great for those that are stuck on highways and everybody that knows how it works in the UAE, or in the Middle East, specifically, is that address details is normally a challenge. And what happens is I can share my address details with the customer or with the agent in this case, and agent immediately has all the details of my location. And then based on that information, they can then schedule a service report ticket or a driver to collect me along the highway. I then continue to feed through the different discussions. I also have the capabilities to see the conversation details from an analytics point of view. The AI capabilities also does the sentiment analysis of the conversation. So from an agent perspective, I can actually determine what is the sentiment of the customer, if it's an aggressive customer or if it is a calm customer. The system has the capabilities built in to determine that as well. At the same time, if I reduce, I can see the conversation history. Simple, again. I have the entire history of this particular customer at my screen and I can go into any particular conversation here and I could simply then go and have a look at any past conversations. So a customer might be an irate customer that came to the fork based on previous service support history. I can simply go into the history in the service center side or I can go into the contact center site as well and I can... actually go and find that particular details with regards to the conversation that the customer had with any particular agent. So here I can see the entire list of my conversations. So to end off, I can simply end off the chat. I can close and that conversation is now ended and we have a happy customer because I have spoken to the customer directly with regards to the ticket that they had raised with support and at the same time, I have the full history of that conversation. The system actually captures any additional information in that conversation, simply like a sharing of a photograph, and as you saw here, the sharing of the location that is attached to the customer history as well. So an outbound message from Emarys gets transmitted through the Sinch Conversation API via the preferred channel. The customer receives the message, reacts on that message and results in a two-way communication using AI capabilities. If there's any particular resolution that is required with a fault, then automatically the system will create the ticket for the customer and based on that information it is fed into the service support center where the agent has full visibility of the customer profile at the same time while talking to the customer. So that all in all is part of the Sinch solution and the journey that supports not only automotive but many of our other customers today as well. Thank you, Andre, for a fantastic look at how conversation channels are transforming customer engagement in real time. Now, to complete the picture of end-to-end customer experience, let's turn our attention to the final piece: how sales and services teams can act on insights and deliver excellence at every touchpoint, because personalization campaigns and real-time conversations are only as powerful as the ability to follow through with consistent, responsive, and intelligent customer support. To walk us through how SAP Sales and Service Cloud empowers teams to do just that, from lead management to after sales service, I'll hand you back to my colleague, Gaurav, the floor is yours. All right, thank you, Annie, for a quick, and Andre to give that very insightful session on Sinch. And the next is we're going to talk about, I'll take you through a couple of two solutions, basically, and a couple processes which these solutions offer. One is Sales Cloud, and followed up by Service Cloud. What we have seen already, Andre touched upon on a couple of those key features and capabilities of Sinch solution integrating with the call center capability and how does it offers great flexibility to being an omnichannel to interact with the customers. But... how do we use it is in terms of the sales process and the service process. We'll touch a couple of those processes as well, but to give you insights about and touch on one more topic. Sales and Service Cloud comes out of the box is standard connector with Sinch and all of those capabilities are tightly integrated. So every process is supported by all the interaction capabilities Sinch offers in terms of omnichannel presence for any brand. So let's touch first on the Sales Cloud, and then I'll have quickly Service Cloud covered. So basically, if I talk about Sales Cloud offers all the core sales processes which every industry needs. And similar to automotive industry, all the sales processes are supported by the CRM system. And SAP Sales Cloud is the key core component of that, where it's starting from your lead generation to the opportunity management and engaging with your customers, interacting with your customers over different channels or their preferred channels, being it email, phone call, SMS, WhatsApp, with a great flexibility Sinch provides. We are able to cover all the different channels where the customers are present. And being in social or connected channels, SAP Sales Cloud offers the great reach to your customers to cover every aspect of the automotive industry. So starting from the marketing outreach where you ran all your campaigns capturing, those leads are recorded basically inside your Sales Cloud starting from the lead management or opportunity management, the test drive booking, the test drive booking along with the test drive vehicle inventory visibility, and then scheduling the test drive and actual execution of the transaction and post-sales survey engagement with your customers is offered by Sales Cloud along with the core capabilities of the quotation generation and the order punching within the CRM followed up by your back-end ERP core which it comes with out-of-the-box integration with any ERP system. And you can integrate and have this seamless journey within your CRM and with your ERP system. So a couple of those key processes on the Sales Cloud, along with the key component, which it offers as a next generation solution of the Sales Cloud V2, where intelligent sales is already present with the guided selling capability, where a system drives you into the sales journey process, where it is driven by a system with each and every step guided by the system. So it is very friendly for the user to not lose the information in the context of the sales. Along with intelligent forecasting is another key area or capability SAP Sales Cloud offers, where along with AI capabilities, it does give you that visibility to forecast and gives you that complete view about how intelligently system tells you about whether the forecast, and if you're lacking any numbers or whether the forecasts would be met, or what if analysis if you want to do that on the top of that. And another key component is the pipeline management where it has a visual view on your entire pipeline where your sales managers can see the complete pipeline, the opportunities from based on the different quarters. And if at all there are any leakages happening so you can proactively identify the issues and correct that so that your pipeline remains healthy. So these are a couple of intelligent key areas where SAP Sales Cloud touches on, and along with the digital selling where, as I mentioned, this omnichannel reach with the first engagement, with focused sales effort, and with optimized user experience with the new intuitive UI in place, along with analytics capability and couple of automation where it can automate this entire journey along with the workflows and a couple of automation rules which you can derive based on the assignments. So it offers great flexibility along with the key capabilities if I talk about on the Sales Cloud and touching every single area starting from the productivity what how you user can manage the calendar and their day-to-day tasks starting from their landing homepage configurable and giving that intelligent insights about how to manage the relationship with its customers and who are the key crucial decision maker in the relationship management by having into the deal with the deal intelligence and the AI summaries and customer insights and SAP reporting and the homepage APIs, which is part of that intelligent bundle within the Sales Cloud. As I mentioned, it has modern UI, which is faster than any old generation CRM or sales cloud systems, which were there. And with the digital sales engagement, it offers great flexibility to integrate with your Microsoft Teams, telephony systems, and your email system, and along with native mobile capability integration, collaboration, and pipeline forecasting, and the guided setting. Some of those core key features or the capabilities are covered by Sales Cloud along with the mobility which it offers. So to empower your sales representatives to not only just do this office, sales journeys on the web application, but rather giving them more flexibility with the out of the box Android and iOS app, which gives the same flexibility and the functionality which are there in your web application on the handheld devices so that they can offer sales anytime, anywhere, and streamline the entire sales journey being there on the desk or on mobile. So that's also Sales Cloud offers along with complete view with the graphical representation and analytics in every single area or every single page if I talk about so you can along with the data you would have the key KPIs and the graphs in terms of representation of the data covered within the Sales Cloud and gives you that complete 360 view of the customers covered along with integration out of the box with the CDP data as well. So, along with that, as I mentioned, there are key infused AI capabilities, which are a couple of them to touch upon, but I think there are more to cover. But just key basic AI capabilities, like summary of the account so that while you're working on any deal, system can generate you AI summary for that so that you don't lose the context and also have the key crucial information about the account or the deal summary, where AI can give you the complete deal overview and the insights in form of summary. And along with that, you can also utilize the follow-up email templates where a system can draft you based on the kind of... based on the kind of, you know, conversation you would like to have with your customer and the intention of that communication that you can define that critera and system intelligently drafts you those email templates. So, these are a couple of key features which SAP Sales Cloud offers and which of course helps business run faster with greater productivity and along with that help support and automate the entire sales journey of any brand and similarly with Sales Cloud does offer covering as we said the automotive not only just automotive every industry it does support. Moving on to service capabilities in the Service Cloud. These are a couple of key core areas which it offers support to manage the service operation within the automotive industry, starting from the customer case management related to the customer complaints or the service appointment booking where you can manage with the help of case management with the follow-up reminders or escalations which you can manage very well within the Case Management module with auto-assignment and certain rules which you can do to automate this entire process within the Case Management, followed up by the Service Order Management, which is tightly integrated with SAP ERP and also has the flexibility to, with the open APIs, to integrate with any other ERP system which are there with the customers. So with the Service Order, you would have the flexibility to completely control and do the service order and repair process where you can have this entire ERP data along with the credit status of the customer and header and line item related to the spare parts and the vehicle-related information within the service order. Supported by the service quotation, which is a key area and also important while you are having or dealing with the customers in the automotive industry where in warranty and out warranty service and repair are the day to day operations where you need to share the service quotations and get an approval from this customer is a standard practice in the industry where it offers the service quotation which you can utilize along with some digital partner connectors where you can also have the digital signature and signoff of the service quotations along with supported by the email and the email templates and the integration with your email back office server basically. So being it Microsoft Outlook or Gmail are the out of the box capabilities along with those email based complaints which you can register within your system. So all of these features combined together offers a great solution to support the automotive industry processes. Which also we discussed in a couple of areas which Andre has touched in the Sinch, how auto case creation happens and within the case, you can see the complete conversation and interaction history of the customer. So those are all the basic key capabilities. And if I may touch on how does... this strengthens the complete key core service functions within the organization by improving the agent productivity and removing all many of those organizations who are still working on pen and paper based or the Excel based workflows or the processes. So removing that and standardizing within the system of course, improves overall productivity and the resolution time of the process or the customer complaints. And by on the top of that infused with the AI capabilities, of course increases the overall service efficiency of the organization. Along with that, I mean, once you have that combined effort put together, you would be able to achieve and that's what it offers with the flexibility and functionalities it offers to enhance the customer loyalty by you know of course once you have all of this in place delivering that service excellence for the brand. Couple of more, I think, on the AI capabilities, if I touch on the service process particularly. So it offers, rather from being it very monotonous, reactive approach to moving away from the market trend of proactive approach of the service. So starting from your service inquiry to agent assignment until case closure and the customer satisfaction or the customer survey response recording, it offers many of those if I talk or touch a couple of those from left to right from case categorization to case type determination or what type of complaints it has to be registered with a contextual search, language detection, profanity check or the agent replies what needs to be replied with the similar cases while the complaints gets registered or the same case gets opened up. So all of those flexibility comes very handy with the system providing all the information on the tips for the service agents along with auto-generated email responses, the case summarization AI capability which I talked about in a couple of previous slides, the email sentiment analysis as well. So while you're recording all those communications, emails from the customers inbound and outbound, system is providing you that sentiment analysis. So what kind of sentiment the customers are basically responding to, whether that needs to be addressed or needs to be checked with the customer, whether they are satisfied or not, is basically key crucial feature within the system. Email template selection, email translation, knowledge-based creation, and then next best action system suggested and recommendations or similar case recommendations so that you can refer to that FAQs or the solutions which were provided in those. So these are core capabilities which are there in the service cloud to offer that great service excellence for not only, as I said, just to automotive, but many other industries and support entire sales and service core operations. So with that, I think I'll hand over to back to Annie to continue from there, thank you. Annie over to you. Thank you, Gaurav, for helping me to bring today's session to a close. To quickly recap, we explored how you can turn data into actionable insights, deliver personalization at scale, support customers in real time, empower your teams to build long-term customer loyalty. BMW's journey reminded us that the future of automotive isn't just digital. It's intelligent, personalized, and connected. If you're ready to explore what this could look like for your business, we would love to continue the conversation. You can reach out and connect with today's speakers on LinkedIn. On behalf of hmmh, Sinch, and SAP, thank you once again for joining us today. We look forward to continuing the conversation and supporting your path, supporting you towards your intelligent, connected customer experiences. Until next time, stay safe, stay inspired, and thank you.