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From Prospect to Promoter: SAP Cloud for Customer ~ Jeff Lautenbach, SAPPHIRE NOW

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http://www.sapcloudapps.com/index.html
Engage your customers like never before with SAP Cloud for:
- Customer
- Sales
- Service
- Social Engagement
- Marketing

Presented by Jeff Lautenbach, President SAP Cloud (SAPPHIRE NOW 2013)
as well as introduction to Krissy Espindola Director of Knowledge Management and Social Customer Support @ T-Mobile USA.

Published in: Technology, Business
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  • IntroExcited to be hereSAP building a customer-centric business w/ cloud first mentalitySocial & Mobile standard, not differentiatorsWe want to be your partner as your relationship with your customers continues to evolve
  • Promoters can come from your anywhere in your ecosystem (customers, partners, distributors, suppliers)From ice cream to cars to heavy machinery and more, promoters are highly active on social media channelsSo why aren’t more of your customers becoming promoters?Because they aren’t engaged.
  • The problem is that you’re now being told to look for customers hereabyss of unstructured information across hundreds of social media channelsWe think this is a highly inefficient, and most likely very ineffective way to grow your business.
  • The truth is that you can spend your time and money creating promoters rather than searching for customers.If you have the information and the tools needed to effectively engage with your customers, they are much more likely to become promoters. And it’s not just about having a social strategy. That just gets you on the field. To win the game you need to be able to react to the insights you gather and resolve issues with your most difficult customers, and nurture the relationships with your most powerful promoters.
  • You spend a tremendous amount of time attracting and acquiring customers <click>Yet once you start to engage with customers, you start to lose sight of who they are. They are broken into small pieces and spread across your organization in the form of “responses” and “past orders”, but you lose sight of who they are, what their preferences are, what’s important to their business and their industry <click>So that when you go to engage with them at any touchpoint in their journey, the experience is disjointed, impersonal and generic. What customers are looking for is for you to:understand who they areanticipate their needsbring them solutions to their problems that they hadn’t thought of, but you know because you’re the expert in their industry and have a complete understanding of where they’ve been and where they should go.<click>What you are striving for is to guide your customer every step of the way, and turn your prospects to promoters, into networks of promoters. When you have your customers selling for you, you know you’ve won the game.
  • We will never be able to spend as much on advertising as our competition and with a saturated market in Wireless we use social to reach as many potential and existing customers with our brand messagesSocial in and of itself being a relatively new way to reach and differentiate yourself w not only your customers but the people who trust what they are saying – their own personal networks – has become the new word of mouth advertising – albeit with much greater reach and the risk of amplifying your service issues Our goal at T-Mobile is to be the world class brand for social engagement and we do that through listening, engaging, and resolving on social If you think about T-Mobile USAs FB page alone- we have 3m people who have taken the time to like our page These 3M people see our content in their feeds every day – if they have had a less than stellar experience with us and see our marketing posts – it gives them a very easy avenue to share their poor experience with the other 3m fans in the stream and depending on how their settings are applied all of their friends as wellWhat you have there is massive potential to negatively portray your brandConversely, you also have a tremendous opportunity to show that you are listening, open to interacting transparently, and are willing to fix whatever issues they or your organization may haveOften, it’s the last opportunity you may have to keep that customer, and potentially turn them into a brand advocate – by rebuilding their trust and loyalty – this shows other customers and potential customers that you are a customer-centric organization focused on taking ownership and accountability for your products and services Let me show you all how that looks.. End with something like.. For now customers are still pleasantly surprised when you reach out and offer service on social – quick resolution is still a wow experience for most customers. As the service landscape evolves, social as a support channel will become table stakes and those who get in on the ground floor and build scalable programs with the right tools in place WILL absolutely win in the marketplace.
  • Transcript

    • 1. From Prospect to PromoterSAP CloudJeff Lautenbach, PresidentMay 2013
    • 2. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 2Making Customer Engagement a RealityGo from “Prospect toPromoter”VisionLead in CloudLeverage On-PremiseDifferentiate byIndustryStrategyMake the customers ofour customerssuccessfulCustomer Success© 2013 SAP AG or an SAP affiliate company. All rights reserved.
    • 3. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 3Why aren’t you converting more of your prospects into promoters?Ben & Jerry’sFord Motor CompanyCaterpillar Inc.
    • 4. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 4DigitallyConnectedSociallyNetworkedBetterInformed479% of customers spend atleast 50% of total shopping timeresearching products online.53% of customers abandoned anin-store purchase due to negativeonline sentiment.59% of customers are willing totry a new brand to get bettercustomer service.Because Empowered Customers are Changing the Rules.© 2013 SAP AG or an SAP affiliate company. All rights reserved.
    • 5. 5© 2013 SAP AG or an SAP affiliate company. All rights reserved.You’ve been told tolook for customershere.
    • 6. 6© 2013 SAP AG or an SAP affiliate company. All rights reserved.The truth is that a search for customers is notenough. You need to create promoters.We’re making it our mission to help you do this.Here’s how.
    • 7. 7© 2013 SAP AG or an SAP affiliate company. All rights reserved.Create DemandMARKETINGUnderstand YourCustomerGOVERNANCEUnderstand theExperienceLISTENBuild Network ofPromotersENGAGEEndCustomer
    • 8. 8© 2013 SAP AG or an SAP affiliate company. All rights reserved.Engage your customerslike never before.The right insight at the right timeSpecific to your industryIntegrated to your enterpriseWith an experience tailored to youSAP Cloud forCustomerSalesServiceSocial EngagementMarketing
    • 9. 9© 2013 SAP AG or an SAP affiliate company. All rights reserved.Please WelcomeKrissy EspindolaDirector of Knowledge Management and Social Customer Support
    • 10. 10© 2013 SAP AG or an SAP affiliate company. All rights reserved.How T-Mobile Creates Advocates via SocialSocial Media Analytics by NetBaseCloud for Social Engagement+LISTENRESOLVEENGAGE#TForceRocks
    • 11. 11© 2013 SAP AG or an SAP affiliate company. All rights reserved.© 2013 SAP AG or an SAP affiliate company. All rights reserved.Thank youFor more information, please visitwww.sapcloudapps.com

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