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One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
One Customer, One Experience, One Enterprise
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One Customer, One Experience, One Enterprise

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Saying you are customer centric is easy, however, delivering a truly outstanding customer experience requires more than marketing fluff. This presentation will explore the topic of Customer Experience …

Saying you are customer centric is easy, however, delivering a truly outstanding customer experience requires more than marketing fluff. This presentation will explore the topic of Customer Experience and what it means to your customers and your enterprise in today’s competitive landscape.

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  • 1. One Customer. One Experience. One EnterpriseCustomer Experience ManagementSAP 360 Customer ForumNicholas Kontopoulos | Senior Global Marketing Director8th of March, 2013 | Hong Kong
  • 2. A little bit more about me… @Nicholask71
  • 3. and what makes me tick. @Nicholask71
  • 4. @Nicholask71
  • 5. @Nicholask71
  • 6. @Nicholask71
  • 7. Passionate about my customers
  • 8. My objective today is to…
  • 9. Fire-up yourbrain juices
  • 10. The Impact that theDigital Customerlook  at  the  imapct  that  the  age   By  taking  a   of  the  “Digital  Customer”  is  having  on n  your   is having o the businesses   Enterprise
  • 11. OP + NT = EOP
  • 12. "If you keep on doing what youve always done,youll keep on getting what youve always got.”   Who said it?: W L Bateman
  • 13. Inefficiencies BureaucracyLack of innovation
  • 14. “40% of the companies that were at the top of the Fortune 500 in 2000 were no longer there in 2010”
  • 15. Whois  the  21st-­‐century  customer?  
  • 16. The Good Old Days
  • 17. The 20th century was all about tellingcustomers what they wanted…
  • 18. There has been aRevolution
  • 19. Customers No Longer Passive The are Now Armed to the teeth
  • 20. The  Digital  Revolu9on  is  changing  the  future  of  business,  media  and  culture.  
  • 21. Your customers are becomingDigital Natives
  • 22. Technology is helping spread theword and thus giving a voiceto the customer.
  • 23. Digital Darwinismwhen  technology  and  society  evolve  faster  than  the  ability  for  companies  to  adapt   Who said it?: Brian Solis
  • 24. The customer isnow driving theconversation  
  • 25. OP + NT = EOP
  • 26. Dude, its not all about the technology…
  • 27. 21 st-centurycustomers require a21st-centurymanagement response
  • 28. History Lesson on Management 1.01890:90% of the then developed world workedin agriculture & the average manufacturingfirm employed 4 employees.1915:Ford was making a ½ million cars andUS Steel was the first company in history toTurnover $1b a year.
  • 29. History Lesson on Management 1.01920:By this time most of the tools for modernmanagement have been created: Pay for Performance Capital Budgeting Task Design Divisionalization Brand ManagementSince then the way we manage has hardlychanged.
  • 30. Old Engagement Model Sales Funnel Source: St. Elmo Lewis 1898
  • 31. New Engagement Model
  • 32. Time for a Enterprise Reboot
  • 33. We need to rethink our marketing and salesstrategies. Lets start with binning the concept of.. a go-to-market strategy and replace it with… a go-to-customer strategy.
  • 34. Customer Experience Management
  • 35. Just  because  you  have  customers  doesnt  mean  youre  Customer Centric
  • 36. The “value added” for most anycompany, tiny or enormous,comes from the quality of theexperience provided.” – Tom Peters
  • 37. Customer-Intimacy: Key CEO FocusTop focus areas in next five years Source: 2010 IBM Global CEO Study: Capitalizing on Complexity
  • 38. Customer Experience: "The  customers  percepCons  and  related  feelings  caused  by  the  one-­‐off  and  cumulaCve  effect  of  interacCons  with  a  suppliers  employees,  systems,  channels  or  products.“   Source:  Gartner    
  • 39. “Or,  the  aggregated memories of  every  touch  a  customer  has  with  your  company”  
  • 40. Customer Experience Management:“The  pracCce  of  designing  and  reacCng  to  customer  interacCons  to  meet  or  exceed  customer  expectaCons  to  increase  customer    saCsfacCon,  loyalty  and  advocacy”   Source: Gartner
  • 41. “Or,  delivering  a  consistent customerexperience across  the  enCre  enterprise”  
  • 42. PM + PK = T
  • 43. Promises made + Promises kept =
  • 44. Every sales has five basicobstacles: no need, no money,no hurry, no desire, andno trust.” – Zig Ziglar
  • 45. the  reality  is  customers  have  never  had  a  greater  choice  of  vendors  to  select  from.
  • 46. “Its now yourobligation to study how, where & why customers are connecting and how they’re making and influencing decisions” Who said it?: Brian Solis
  • 47. “It takes a mere 5% of“Informed individuals” toinfluence the direction of acrowd of up to two hundredpeople.”Professor Jens Krause, Leeds University
  • 48. “Respondents time aftertime end up concluding thatthey lead the group – eventhough they were lead byothers”Professor Jens Krause, Leeds University
  • 49. People make decisions based… on the shared experiences of others.
  • 50. Ok,  but  where  do  we  start  then?  
  • 51. You need a strategy
  • 52. “Everybody has a planuntil they get punched inthe face" Mike Tyson
  • 53. Get back to basics
  • 54. Quick-fire questions toconsider. ?  Who  are  we  and  who  do  we  want  to  be?    How  do  our  customers  perceive  us     today  and  how  do  we  want  them   to  view  us  tomorrow?   What  are  the  most  influenCal   drivers  of  the  sales  experience?  
  • 55. Quick-fire questions toconsider. ?Do  we  know  who  our  most  valuable    customers  are?    Are  we  able  to  spot  changes  in  purchasing  behaviour?  What  acCons  are  your  sellers  doing  which  may  result  in  a  negaCve  sales  impact?  
  • 56. 7  Steps  to  get started with  CEM  §  Build  a  cross-­‐funcConal  work  team   Where to start?§  Define  key  elements  of  a  strategy  §  Map  the  customer  journey  §  Consolidate  customer  data  collecCon/VoC  §  Create  a  governance  mechanism  §  Map  the  customer  experience  ecosystem  §  Select  Projects  that  build  momentum Source: 1to1 Media 7 Steps to Get Started With Customer Experience
  • 57. OP + NT = EOP
  • 58. Ok,  but  how  does  Enterprise CRM fit  into  Customer  Experience  Management  then?  
  • 59. CRM
  • 60. We  can  design  &  deliver  you  a  world  class    CRM strategyno  problems…  
  • 61. Complexity    
  • 62. Excess baggage
  • 63. CRM is  not  about    soZware…   …it  is  an   ideology
  • 64. connecting  people…  It  is  about   employees customers
  • 65. it  is  about  delighting yourcustomers  
  • 66. and  seeing  them  as  more  than  just  a  number…   Account number: 23058399   Transaction number:  00092374   Complaint number: CP09938   Revenue number:  €        $      £  
  • 67. …and as companies mostValuable asset
  • 68. Avoid  becoming  one  of  these  staCsCcs   by  rethinking  your  CRM  strategy     §  25%  of  firms  reported  that  poorly  defined  business   requirements  having  a  negaCve  impact  on  projects   §  48%  surveyed  admiged  they  suffered  technical/integraCon   difficulCes   §  31%  of  firms  reported  that  poor  business  process  design   accounted  for  project  failures   §  21%  of  businesses  stated  the  need  to  customise  CRMSource: Computer Weekly.com – Forrester: rethink your CRM strategy
  • 69. CRM Success Factors:Strategy,  Process,  Technology,  And  People  February 2012 “Navigate The Future Of CRM”
  • 70. Traditional True 360° CustomerSiloed Front-Office CRM Engagement Beyond CRM Service Marketing Billing/ Accounts Sales Receivable Ship/ Select Ensure Product/ Fulfillment Quote Order/ Procure/ Credit Build Check Internal-focused KPIs Customer-focused KPIs•  Average call handling time •  First contact resolution rate•  Number of cold calls per hour •  Customer referral rate•  Number of leads generated •  Unsolicited customer inquiries
  • 71. Its  about  inviCng  and  integraCng  the  customer    into  your  enterprise,  this  is  the  definiCon  of  customer centricity
  • 72. CEM + CRM =Customer Intimacy
  • 73. One customer, one enterprise,One experience.
  • 74. OP + NT = EOP
  • 75. IT ALL STARTS WITH EMPOWERING PEOPLE
  • 76. InsightMake Better Decisions
  • 77. white noise
  • 78. Big data
  • 79. Can Marketing Lift Stock Prices? Used analytics to determine “Customer lifetime value” 5 years of data was crunched for two Fortune 1,000 companies (B2B & B2C). 9 month field experiment using specific marketing strategies based on the “customer lifetime value” of each customer or customer segment. 90% of both companies profits were being generated by 20% of their clients.
  • 80. Can Marketing Lift Stock Prices? B2B company stock increased 33% nine months after experiment. Top 3 competitors stock increased 12%. B2C company stock increased 58% nine months after experiment. The top 3 competitors stock increased 15%.
  • 81. Unleash Customer Value Intelligence
  • 82. Data Driven Sales Motion
  • 83. Facebook More than 1 billion active users Twitter More than 200 million active users Average user has 130 friends Search queries per day 800,000 700 billion minutes spent per month 65 million tweets a day Youtube More than 2 billion views per day 24 hours of video uploaded every minute Each user spends 15 minutes per dayWhat Organizations think of Social Media?Social Media is Real but Overwhelming!
  • 84. Few Businesses Have Adjusted Their Social Media StrategyBusinesses either don’t or cannot respond to customers in a timely manner
  • 85. Social Data at your finger tips
  • 86. 90% of  word-­‐of-­‐mouth  conversaCons   about  brands  take  place  offline…   primarily face-­‐to-­‐face,  in   people’s  homes  and  offices,  in  restaurants   and  stores,  really…   anywhere people   congregate.  Source: KellerFayGroup
  • 87. CollaborationHarness the collective wisdom of the crowd
  • 88. Did you know   ?     87% firms say that 3 or more people are needed to be engaged for each sales effort Source: CSO Insights
  • 89. One Team = Collaboration “You lose”“We win” (LESS) (MORE)
  • 90. Be informed with less effort
  • 91. AgilityInformation on the move
  • 92. 2012: 327M U.S.mobile phones 2015: mobile phones primary computing device 2013: mobile phones have taken over PC as preferred device to access the internet We are now living in an always on, connected world
  • 93. The Future: Internet of Things
  • 94. The number of mobile workersisgrowing fasterthan the overall workforce.” User Survey Analysis: Remote Worker Communications Applications and Services, Worldwide
  • 95. Omni ChannelBuilding a connected engagement platform
  • 96. Your Customers don’t clock off at 5pm 24/7 brands
  • 97. Todays Customer Wants Instant Gratification
  • 98. 1.5 BillionMillennials globallyComing of age: In2011 the youngest hittheir mid-teens & theoldest entered their30’sYouth QuakeGen Y impact
  • 99. Nicholas, sounds great intheory, but who’s transformedtheir go-to-customer strategysuccessfully?
  • 100. CEMEX CEM strategy delivered real tangible results to its customers and shareholders: n  99.9% accuracy on order-entry transactions n  99% cement delivery record with no service issues n  30% ROI based on efficiency improvements and incremental sales n  29% more volume with the same headcount in customer care center – Reduced Operating Costs n  Increased customer satisfactionVen Bontha, n  Increase revenues - delivering sustained growth forDirector – Customer Experience, shareholders  CEMEX USA
  • 101. OP + NT = EOP
  • 102. Change is the biggest obstacleBut, change has now changed,it is now… Ever surprising Unrelenting Unforgiving Only going to get faster & faster & faster…
  • 103. “Adapt or Die”
  • 104. There is no singlesilver bulletsolution
  • 105. Avoid diet pill approachShort Term Gains
  • 106. Beware of island solutions
  • 107. BUILD A CONNECTED ENTERPRISE BY BRINGING TOGETHER PEOPLE + PROCESS + TECHNOLOGY
  • 108. Competitive AdvantageRequires Hard Work
  • 109. Traditional True 360° CustomerSiloed Front-Office CRM Engagement Beyond CRM Service Marketing Billing/ Accounts Sales Receivable Ship/ Select Ensure Product/ Fulfillment Quote Order/ Procure/ Credit Build Check Internal-focused KPIs Customer-focused KPIs•  Average call handling time •  First contact resolution rate•  Number of cold calls per hour •  Customer referral rate•  Number of leads generated •  Unsolicited customer inquiries
  • 110. Key Takeaways
  • 111. Customer Intimacy Everything begins & ends with your customer.1 It all starts with passion & purpose2 It’s now the age of the Digital Customer3 Time for a new Strategy4 Avoid making the same mistakes5 Innovate at the cold face
  • 112. Choosing to Ignore Your Customers is Not a SolutionCustomers  have  Virtual  Megaphones  to  Broadcast  Their  Dissa9sfac9on  “The company’s attempt atrecovery should be swift and itsapology perceived as sincere,[but] Timing is everything!” † MIT SMR “When Unhappy Customers Strike Back on the Internet” Jan 2011
  • 113. Vision Customer JourneyCore teamPlatforms Intimacy
  • 114. Think BIG& Start Small
  • 115. Differentperspective
  • 116. Delivered simply& conveniently
  • 117. Value gets created betweenthe employee and the customer,and management’s job is toEnable innovationat that interface.” – Vineet Nayar, HCL
  • 118. Excellent books to get your brain juices fired up
  • 119. Some cool CEM assets worth reading…
  • 120. I have the power to drivetransformational change
  • 121. OP + NT = EOP
  • 122. ?
  • 123. Old Process + New Technology =Expensive Old Process
  • 124. Thank You! Feel free in connecting with me @ Nicholas.kontopoulos@sap.com #nicholask71 http://cn.linkedin.com/in/nicholaskontopoulos©  2011 SAP AG. All rights reserved. Public 138
  • 125. © 2011 SAP AG. All rights reserved.No part of this publication may be reproduced or transmitted in any form or for any SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjectspurpose without the express permission of SAP AG. The information contained Explorer, StreamWork, and other SAP products and services mentioned herein asherein may be changed without prior notice. well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries.Some software products marketed by SAP AG and its distributors containproprietary software components of other software vendors. Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius, and other BusinessMicrosoft, Windows, Excel, Outlook, and PowerPoint are registered trademarks of Objects products and services mentioned herein as well as their respective logosMicrosoft Corporation. are trademarks or registered trademarks of Business Objects Software Ltd.IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, Business Objects is anSystem x, System z, System z10, System z9, z10, z9, iSeries, pSeries, xSeries, SAP company.zSeries, eServer, z/VM, z/OS, i5/OS, S/390, OS/390, OS/400, AS/400, S/390Parallel Enterprise Server, PowerVM, Power Architecture, POWER6+, POWER6, Sybase and Adaptive Server, iAnywhere, Sybase 365, SQL Anywhere, and otherPOWER5+, POWER5, POWER, OpenPower, PowerPC, BatchPipes, Sybase products and services mentioned herein as well as their respective logosBladeCenter, System Storage, GPFS, HACMP, RETAIN, DB2 Connect, RACF, are trademarks or registered trademarks of Sybase, Inc. Sybase is an SAPRedbooks, OS/2, Parallel Sysplex, MVS/ESA, AIX, Intelligent Miner, WebSphere, company.Netfinity, Tivoli and Informix are trademarks or registered trademarks of IBM All other product and service names mentioned are the trademarks of theirCorporation. Linux is the registered trademark of Linus Torvalds in the U.S. andother countries. Adobe, the Adobe logo, Acrobat, PostScript, and Reader are respective companies. Data contained in this document serves informational purposes only. National product specifications may vary.either trademarks or registered trademarks of Adobe Systems Incorporated in theUnited States and/or other countries. The information in this document is proprietary to SAP. No part of this documentOracle and Java are registered trademarks of Oracle and/or its affiliates. may be reproduced, copied, or transmitted in any form or for any purpose without the express prior written permission of SAP AG.UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group.Citrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, andMultiWin are trademarks or registered trademarks of Citrix Systems, Inc.HTML, XML, XHTML and W3C are trademarks or registered trademarks of W3C®,World Wide Web Consortium, Massachusetts Institute of Technology. ©  2011 SAP AG. All rights reserved. Public 139

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