Engage Customers like Never Before

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Engage Customers like Never Before

  1. 1. ENGAGE CUSTOMERS LIKE NEVER BEFORE The CMO Council Asia Pacific Advisory Jamie Anderson Global Vice President Product Marketing, Line of Business Customer Solutions at SAP 9th of September, 2013 ONE CUSTOMER. ONE EXPERIENCE. ONE ENTERPRISE
  2. 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. 3. BEYONDTECHNOLOGY– IT’S ABOUT LEADERSHIP – DAVE JONES
  4. 4. Digitally Connected 79% of customers spend at least 50% of total shopping time researching products online EMPOWERED CUSTOMERS ARE Socially Networked 53% of customers abandoned an in-store purchase due to negative online sentiment. Better Informed 59% of customers are willing to try a new brand to get better customer service.
  5. 5. MobilityRich ContentSocial Apps WE LIVE IN A WORLD OF DIGITAL IMMERSION
  6. 6. SCREENAGERS THEY ARE NEVER FAR FROM A SCREEN. AND A SCREEN IS NEVER FAR FROM THEM IT SEEMS.
  7. 7. EVERY MINUTE OF EVERYDAY of YouTube uploads 48 hrs new mobile web users 217 Wordpress blog posts 347 new websites 571 Foursquare check-ins 2,083 Flickr photos 3,125 Instagram photos 3,600 Email messages 204,167,667 Google queries 2,000,000 Facebook shares 684,478 Consumers spend $272,070 Twitter tweets 100,000 Apple app download 47,000 Facebook likes 34,722 Source: Domo, Inc. 61,141 hours of music uploaded
  8. 8. 2.4 BILLION BRAND-RELATED CONVERSATIONS IN AMERICA EVERYDAY. THIS CHANGES THE RULE FOR MARKETERS.
  9. 9. IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE. THIS CHANGES THE RULE FOR MARKETERS.
  10. 10. THIS CHANGES THE RULE FOR MARKETERS. COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.
  11. 11. 57% of the buying process is completed before a first interaction with sales.
  12. 12. 86% of customers are willing to pay more for a better customer experience.
  13. 13. CUSTOMER EXPERIENCE LEADERS OUTPERFORM THE LAGGARDS Over a recent five-year period during which the S&P 500 was flat, a stock portfolio of customer experience leaders grew 22%. During this time, Forrester found that those companies who performed poorest in the Customer Experience Index also performed poorest in terms of stock performance. Source: Forrester Research 2012 +22% - 46%
  14. 14. 71% of customers don’t think companies are doing anything to keep their business. And the one thing we do know, expectations will continue to rise
  15. 15. 19TH CENTURY ENGAGEMENT Sales & Marketing Funnel Awareness Interest Desire Action
  16. 16. 21ST CENTURY ENGAGEMENT SHARE RESEARCH SHOP PURCHASETRIGGER EVENT COMPARE
  17. 17. ENGAGE AT THE POINT OF AWARENESS STOP TELLING, START LISTENING PREDICT & INFLUENCE BEHAVIOR. RESPOND QUICKLY.
  18. 18. GUIDE CUSTOMERS THROUGH THEIR JOURNEY UNDERSTAND THEIR NEEDS & DESIRES. EARN ADVISOR STATUS. HELP THEM.
  19. 19. CREATE LOYAL BRAND ADVOCATES MAKE EVERY CONVERSATION COUNT. CREATE AMAZING EXPERIENCES. DELIVER RELEVANT & TIMELY OFFERS.
  20. 20. 89% of CMO respondents said that visioning and strategic thinking is the most important competency for success Source: Forrester/Heidrick & Struggles Global Evolved CMO Online Survey TRANSFORMING MARKETINGLEADERS TOSTRATEGIC “GROWTH FACILITATORS”
  21. 21. Existing Mindset Aspirational Mindset - Activity focused - Helping sales sell - Highly optimized functional silos - Outcome focused - Helping sales sell AND helping our audiences buy - One high-performance marketing team Viewed as service-provider to stakeholders Drive growth and champion innovation for their company CREATINGTHE NEED TOCHANGE THE WAY WE THINK
  22. 22. Status Quo Innovate - Cost Center - B2B/B2C - Transactions - Brand - Push Marketing - Growth Engine - P2P - Relationships - Corporate Character - Customer Champion Source: Forrester, IDC. Corporate Executive Board CMOSHAVEA CHOICETO MAKE TO DRIVE OUTCOME CENTRIC MARKETING
  23. 23. OBJECTIVE Engage with existing customers – provide better user experience, info, value SOLUTION SAP precision retailing BENEFITS Increase customer communication, brand awareness and improve brand image. 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 ENGAGING THE CONNECTED CUSTOMER
  24. 24. © 2012 SAP AG. All rights reserved. 24Confidential Enhance the Rider Experience PERSONALIZED OFFERS REDEMPTION TRANSIT DIRECTIONS LOYALTY INTEGRATION
  25. 25. OBJECTIVE Engage the customer in real-time SOLUTION SAP CRM powered by SAP HANA BENEFITS Personalize customer engagement with real-time information “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 PERSONALIZING CUSTOMER ENGAGEMENT IN REAL TIME
  26. 26. OBJECTIVE Take on larger rivals by providing a delightful social media experience SOLUTION SAP Cloud for Social Engagement BENEFITS Meet increasing demand for social media customer service channel without scaling team. Reduced churn. “OUR ROI IN DOLLARS IS DEFINITELY IN THE MILLIONS. Depending on the scale of your operation and your programs, the ROI is at least ten million dollars in opportunity.” Krissy Espindola Director, Knowledge Management & Social Customer Support AT A GLANCE SOCIAL CUSTOMER ENGAGEMENT
  27. 27. BENEFITS • Increase in revenue per year 10-30% • Real-time insights • Per player profitability analysis and understand player behavior • Increased data volume and processing capabilities to communicate more personally to individual game players • Interactive Data analysis leading to improved design thinking and game planning “AT BIGPOINT IN THE BATTLESTAR GALATICA ONLINE GAME, we have more than 5,000 events in the game per second which we have to load in SAP HANA environment and to work on it to create individualized game environment to create offers for them. In the co-innovation project with SAP HANA, using Real Time Offer Management Bigpoint, we hope to increase revenue by 10-13%.” Claus Wagner, SVP SAP Technology, Bigpoint AT A GLANCE DRIVING NEW REVENUE IN REAL-TIME GAMING +10% increase in revenue per year 5000 events per second loaded into SAP HANA (not possible before)
  28. 28. CRM MUST EVOLVE CMR? Close the execution gap from analysis through insight to action… …customers are in control and are changing the rules of engagement CRM IS A JOURNEY- A LONG AND WINDING ROAD Future of engagement Power of the customer
  29. 29. Feel free to connect with me at : j.anderson@sap.com @collsdad http://uk.linkedin.com/in/andersonjamie © THANK YOU!

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