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ONE CUSTOMER. ONE EXPERIENCE. ONE ENTERPRISE

ENGAGE
CUSTOMERS
LIKE NEVER
BEFORE
POWER TO
THE PEOPLE
“… and the Left Wing talk about giving
the power to the people… you know…
anybody knows that the peopl...
BEYOND TECHNOLOGY –

IT’S ABOUT
LEADERSHIP –
DAVE JONES
(Scottish power story)
EMPOWERED
CUSTOMERS ARE
Digitally Connected

79%

of customers spend at least 50% of total
shopping time researching produ...
WE LIVE IN A WORLD OF
DIGITAL IMMERSION

Social

Rich Content

Mobility

Apps
SCREENAGERS
THEY ARE NEVER FAR FROM A SCREEN.
AND A SCREEN IS NEVER FAR FROM
THEM IT SEEMS.
EVANTUBE HD
ENGAGING THE
BUYERS OF
TOMORROW
EVERY MINUTE
OF EVERYDAY

Source: Domo, Inc.

48 hrs

3,125

$272,070

of YouTube uploads

Flickr photos

Consumers spend
...
THIS CHANGES THE RULE FOR MARKETERS.

2.4 BILLION
BRAND-RELATED
CONVERSATIONS
IN AMERICA
EVERYDAY.
THIS CHANGES THE RULE FOR MARKETERS.

IN ASIA PACIFIC,
59% OF
CONSUMERS
COMMENT ABOUT
BRANDS ONLINE.
THIS CHANGES THE RULE FOR MARKETERS.

COMPANIES ARE
STRUGGLING TO
BREAKTHROUGH
& ENGAGE THEIR
CUSTOMERS.
57%

of the buying process
is completed before a first
interaction with sales.
86%

of customers are
willing to pay more
for a better customer
experience.
CUSTOMER
EXPERIENCE LEADERS
OUTPERFORM THE
LAGGARDS

+22%

- 46%

Over a recent five-year period during which the S&P 500 ...
And the one thing we do know,
expectations will continue to rise

71%

of customers don’t think
companies are doing
anythi...
19TH CENTURY
ENGAGEMENT
Sales & Marketing Funnel

Awareness
Interest
Desire
Action
21ST CENTURY
ENGAGEMENT
SHARE

COMPARE

TRIGGER EVENT

RESEARCH

SHOP

PURCHASE
ENGAGE AT
THE POINT OF
AWARENESS
STOP TELLING, START LISTENING
PREDICT & INFLUENCE BEHAVIOR.
RESPOND QUICKLY.
GUIDE
CUSTOMERS
THROUGH THEIR
JOURNEY
UNDERSTAND THEIR NEEDS & DESIRES.
EARN ADVISOR STATUS.
HELP THEM.
CREATE LOYAL
BRAND
ADVOCATES
MAKE EVERY CONVERSATION COUNT.
CREATE AMAZING EXPERIENCES.
DELIVER RELEVANT & TIMELY OFFERS.
TRANSFORMING
MARKETING LEADERS
TO STRATEGIC
“GROWTH FACILITATORS”

89%

of CMO respondents said that
visioning and strateg...
CREATING
THE NEED
TO CHANGE
THE WAY
WE THINK

Existing
Mindset

Aspirational
Mindset

- Activity focused

- Outcome focuse...
CMOS HAVE A
CHOICE TO
MAKE
TO DRIVE
OUTCOME
CENTRIC
MARKETING

Status Quo

Innovate

- Cost Center

- Growth Engine

- B2B...
CUSTOMER
CASE STUDIES
ENGAGING THE
CONNECTED CUSTOMER

AT A GLANCE
OBJECTIVE
Engage with existing customers –
provide better user experience, in...
LOYALTY INTEGRATION

PERSONALIZED OFFERS

Enhance
the Rider
Experience
REDEMPTION

TRANSIT DIRECTIONS
©  2012 SAP AG. All ...
PERSONALIZING CUSTOMER
ENGAGEMENT IN REAL TIME

AT A GLANCE
OBJECTIVE
Engage the customer in real-time
SOLUTION
SAP CRM po...
DRIVING NEW REVENUE IN
REAL-TIME GAMING

AT A GLANCE
BENEFITS
Increase in revenue per year 10-30%
Real-time insights
•  Pe...
SOCIAL
CUSTOMER ENGAGEMENT

AT A GLANCE
OBJECTIVE
Take on larger rivals by providing a
delightful social media experience
...
KEY TAKEAWAYS
DIGITAL DARWINISM:
When technology and society evolve
faster than the ability for companies to
adapt.
- Brian Solis
CRM IS A JOURNEYA LONG AND
WINDING ROAD
Future of engagement
Close the execution gap
from analysis through
insight to acti...
You’ve got to start with the
CUSTOMER EXPERIENCE and
work back toward the technology.
- Steve Jobs
about.me/nicholask71
THANK YOU!
Feel free to connect with me at :
Nicholas.kontopoulos@sap.com
#nicholask71
http://sg.linkedin.com/in/nicholask...
© 2013 SAP AG. All rights reserved.
No part of this publication may be reproduced or transmitted in any form or for any pu...
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Engage Customers Like Never Before

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In order to remain relevant to today's digitally empowered customer, business need to be able to 'engage their customers like never before'.

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Transcript of "Engage Customers Like Never Before"

  1. 1. ONE CUSTOMER. ONE EXPERIENCE. ONE ENTERPRISE ENGAGE CUSTOMERS LIKE NEVER BEFORE
  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. BEYOND TECHNOLOGY – IT’S ABOUT LEADERSHIP – DAVE JONES (Scottish power story)
  4. 4. EMPOWERED CUSTOMERS ARE Digitally Connected 79% of customers spend at least 50% of total shopping time researching products online 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. WE LIVE IN A WORLD OF DIGITAL IMMERSION Social Rich Content Mobility Apps
  6. 6. SCREENAGERS THEY ARE NEVER FAR FROM A SCREEN. AND A SCREEN IS NEVER FAR FROM THEM IT SEEMS.
  7. 7. EVANTUBE HD ENGAGING THE BUYERS OF TOMORROW
  8. 8. EVERY MINUTE OF EVERYDAY Source: Domo, Inc. 48 hrs 3,125 $272,070 of YouTube uploads Flickr photos Consumers spend 217 3,600 100,000 new mobile web users Instagram photos Twitter tweets 347 204,167,667 47,000 Wordpress blog posts Email messages Apple app download 571 2,000,000 34,722 new websites Google queries Facebook likes 2,083 684,478 Foursquare check-ins Facebook shares 61,141 hours of music uploaded
  9. 9. THIS CHANGES THE RULE FOR MARKETERS. 2.4 BILLION BRAND-RELATED CONVERSATIONS IN AMERICA EVERYDAY.
  10. 10. THIS CHANGES THE RULE FOR MARKETERS. IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE.
  11. 11. THIS CHANGES THE RULE FOR MARKETERS. COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.
  12. 12. 57% of the buying process is completed before a first interaction with sales.
  13. 13. 86% of customers are willing to pay more for a better customer experience.
  14. 14. CUSTOMER EXPERIENCE LEADERS OUTPERFORM THE LAGGARDS +22% - 46% 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
  15. 15. And the one thing we do know, expectations will continue to rise 71% of customers don’t think companies are doing anything to keep their business.
  16. 16. 19TH CENTURY ENGAGEMENT Sales & Marketing Funnel Awareness Interest Desire Action
  17. 17. 21ST CENTURY ENGAGEMENT SHARE COMPARE TRIGGER EVENT RESEARCH SHOP PURCHASE
  18. 18. ENGAGE AT THE POINT OF AWARENESS STOP TELLING, START LISTENING PREDICT & INFLUENCE BEHAVIOR. RESPOND QUICKLY.
  19. 19. GUIDE CUSTOMERS THROUGH THEIR JOURNEY UNDERSTAND THEIR NEEDS & DESIRES. EARN ADVISOR STATUS. HELP THEM.
  20. 20. CREATE LOYAL BRAND ADVOCATES MAKE EVERY CONVERSATION COUNT. CREATE AMAZING EXPERIENCES. DELIVER RELEVANT & TIMELY OFFERS.
  21. 21. TRANSFORMING MARKETING LEADERS TO STRATEGIC “GROWTH FACILITATORS” 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 © 2013 SAP AG. All rights reserved.
  22. 22. CREATING THE NEED TO CHANGE THE WAY WE THINK Existing Mindset Aspirational Mindset - Activity focused - Outcome focused - Helping sales sell - Helping sales sell AND helping our audiences buy - Highly optimized functional silos Viewed as service-provider to stakeholders - One high-performance marketing team Drive growth and champion innovation for their company © 2013 SAP AG. All rights reserved.
  23. 23. CMOS HAVE A CHOICE TO MAKE TO DRIVE OUTCOME CENTRIC MARKETING Status Quo Innovate - Cost Center - Growth Engine - B2B/B2C - P2P - Transactions - Relationships - Brand - Corporate Character - Push Marketing - Customer Champion Source: Forrester, IDC. Corporate Executive Board
  24. 24. CUSTOMER CASE STUDIES
  25. 25. ENGAGING THE CONNECTED CUSTOMER AT A GLANCE 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
  26. 26. LOYALTY INTEGRATION PERSONALIZED OFFERS Enhance the Rider Experience REDEMPTION TRANSIT DIRECTIONS ©  2012 SAP AG. All rights reserved. Confidential 26
  27. 27. PERSONALIZING CUSTOMER ENGAGEMENT IN REAL TIME AT A GLANCE 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 realtime, 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
  28. 28. DRIVING NEW REVENUE IN REAL-TIME GAMING AT A GLANCE 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 •  •  +10% increase in revenue per year 5000 events per second loaded into SAP HANA (not possible before) “AT BIGPOINT IN THE BATTLESTAR GALACTICA 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
  29. 29. SOCIAL CUSTOMER ENGAGEMENT AT A GLANCE 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
  30. 30. KEY TAKEAWAYS
  31. 31. DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt. - Brian Solis
  32. 32. CRM IS A JOURNEYA LONG AND WINDING ROAD Future of engagement Close the execution gap from analysis through insight to action… CRM MUST EVOLVE CMR? Power of the customer …customers are in control and are changing the rules of engagement
  33. 33. You’ve got to start with the CUSTOMER EXPERIENCE and work back toward the technology. - Steve Jobs
  34. 34. about.me/nicholask71
  35. 35. THANK YOU! Feel free to connect with me at : Nicholas.kontopoulos@sap.com #nicholask71 http://sg.linkedin.com/in/nicholaskontopoulos © 2013 SAP AG. All rights reserved.
  36. 36. © 2013 SAP AG. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be changed without prior notice. Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP AG and its affiliated companies ("SAP Group") for informational purposes only, without representation or warranty of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Group products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Please see http://www.sap.com/corporate-en/legal/copyright/index.epx#trademark for additional trademark information and notices.
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