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From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
From CRM to the Customer-Managed Relationship
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From CRM to the Customer-Managed Relationship

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Anthony Leaper and myself postulate on the role of CRM technology today in a world where digital and physical interactions converge seamlessly, and where for many their first brand experiences will be …

Anthony Leaper and myself postulate on the role of CRM technology today in a world where digital and physical interactions converge seamlessly, and where for many their first brand experiences will be digital ones. How does this impact customer engagement? And what does this mean for the traditional technologies supporting CRM?

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  • 1. CRM Evolution From CRM to the Customer-Managed Relationship Jamie Anderson, VP Global Product Marketing, Customer LoB, SAP Anthony Leaper, SVP, SAP JAM
  • 2. Power to the people “…and the Left Wing talk about giving the power to the people… you know…anybody knows that the people have the power. All we need to do is awaken the power in the people. People are unaware, it’s like they’re not educated to realise that they have the power.” John Lennon, 1969
  • 3. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 3 Digitally connected Socially networked Better informed 79% of customers spend at least 50% of total shopping time researching products online. 53% of customers abandoned an in-store purchase due to negative online sentiment. 59% of customers are willing to try a new brand to get better customer service. People have the power and are changing the rules.
  • 4. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 4 CRM: from system of record to system of engagement
  • 5. 19th Century Engagement 21st Century Engagement
  • 6. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 6 Remember – not everyone wants the same things
  • 7. 48hours of YouTube uploads 204,1667,667 email messages 2,000,000Google queries 684,478Facebook shares $272,070 consumers spend 100,000Twitter tweets 47,000Apple app downloads3,125Flickr photos 27,778Tumblr blog posts 3,600Instagram photos 34,722Facebook likes 2,083Foursquare check-ins 571new websites 347Wordpress blog posts 217new mobile web users Source: Domo, Inc. Every minute – of every day
  • 8. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 8 HSE24, as live sales channels, is very dependent on time. What we’ve seen is that we can get a complete picture of the customer in seconds – including data coming from new sources like social media. We can now have more detailed analysis of our sales in real-time, and deliver personalized offerings to the customer while he is calling for new cross and up-sell opportunities. We want to continue to grow our sales in new countries. Having one real-time platform will be a key success driver for us to conquer the markets in the future. Norbert Paulus, EVP Broadcast & IT, HSE24 At a Glance Objective Engage the customer in real-time Solution SAP CRM powered by SAP HANA SAP Customer Engagement Intelligence Benefits Personalize customer engagement with real-time information “ ” HSE24: Personalizing customer engagement in Real-Time.
  • 9. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 9Public “Right offer, right time” is no longer good enough It also has to be ‘right place’ Right offer, right time is – no longer good enough Where I am is also important
  • 10. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 10 STM needed new ways to engage the connected customer, in order to increase ridership and give customers reasons to take public transit. Cloud- based SAP Precision Retailing helped them connect several hundreds retailers and other venues to their customers in real-time using mobile and in-memory computing to deliver compelling, personalize offers. Pierre Bourbonniere, Head of Marketing, STM At a Glance Objective Engage with existing customers – provide better user experience, info, value Solution SAP Precision Retailing Goals Increase customer communication, brand awareness and improve brand image. “ ” STM: Engaging the connected customer
  • 11. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 11 Continued Customer Experience Evolution is – inevitable
  • 12. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 12 CRM is a journey – the long and winding road Power of the customer …customers are in control and are changing the rules of engagement Future of engagement Close the execution gap from analysis through insight to action… CRM must evolve CMR? Mobile Big DataCloud Social 10101010101 01000101001 10010110110
  • 13. The right insight at the right time Specific to your industry Integrated to your enterprise With an experience that drives results SAP 360 Customer for Marketing Sales Service Commerce Social It’s time to engage your customers like never before.
  • 14. © 2013 SAP AG or an SAP affiliate company. All rights reserved. Thank you Contact information: Jamie Anderson VP Global Product Marketing, Customer LoB +44 (0)7825 833047 @collsdad

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