The most important reason why Customer Experience is important during this Experience Economy is it is the means to connect with your customers the way you feel about your brands

1. SAP Customer Experience
Delivering end-to-end Customer Experience
Listen | Understand | Act

2. Confidential
Why is Customer Experience so important?
2
“the experience gap”

3. Why do the experience gap happens

4. Message, offers,
recommendations is not
relevant to customers
Customer Experience
is not personalized
55% marketers feel that
they don’t have
sufficient data and
insights for effective
personalization
What’s missing?
Lack of full customer profile
due to data silos

5. 85% of digital
consumers start the
purchasing on one
device and finish it on
another
Experience across channels
and departments are
disconnected
Disconnected
Customer Experience
What’s missing?
Lack of real-time seamless
omni-channel experience

6. 41% of marketers are
using single-touch
attribution models
Don’t know the performance
impact of all marketing
investment
Wasted Marketing
Spend
What’s missing?
Lack of accurate measurable
ROIs from campaigns

7. How to narrow the experience gaps
Listen | Understand | Act

8. 1. Apply intelligent
engagement to ‘listen’
Integrate with touchpoints to
gather customer’s preferences,
propensity to buy and preferred
channels to gain insights into what
customer really wants
Social Media : keywords
search, likes, follows
IOT/Devices : heatmaps,
touchscreens, robots
Others : Shopping carts,
browsing history, polls,
surveys

9. Customer 360 - Understanding what your customers really want
Marketing in the moment

10. 2. Understanding your
customer’s personas
Act on insights to build
personas and reach out to
them with the message that
resonates with them
Go deeper than generic
demographics (age,
profession and location)
Includes preferences like
product range, design
and pricing

11. Arises from transactions/operations
Sales
Geographic
Demographic
Finance
Customer History
Arises from sentiments/experience
Customer Satisfaction
Brand Perception
User Experience
Product Satisfaction
Behaviors
Segmentation based on O-
data and X-data
Send out personalized
offers that resonates
“Why it happened” “What had happened”

12. 3. Designed the
personalized Customer
Journey
Pampered the customers
with your brand promise
throughout the pre-
purchase, purchase and post-
purchase phases
Identify critical
touchpoints to create
the customer journey
Include ‘personalized’
offers in the right stage
Consistent experience
omni-channel

13. Sign-up
Reward Reward
MGM
Reward
SMS/EDM
Reward
SMS/EDM
SMS/EDM
Reward
Reward
Reward
SMS/EDM
Reward
Replay
Customer Journey - Map out Personalized Campaigns
Bonus
• Preferred Channels
(Facebook, Zalo)
• Rewards / Loyalty
Program
Personal touch
• Welcome
• Anniversary, Birthdays
• Win-back

14. Delivering end-to-end Customer Experience

15. SAP Marketing Cloud – a customer experience management solution
Create a single unified
customer view across the
entire enterprise
• Data Acquisition
• Unified Customer Profile
• Dynamic Customer
Profiling
Customer 360 Segmentation
Treat customers as
individuals with powerful
segmentation
• High Performance
Customer
• Personalized Customer
Interactions
• Lead & Account Based
Marketing
Customer Journey
Deliver brands
promise to customer
• Engagement Plan
• Multichannel
Marketing
Campaigns
• Loyalty & Advocacy
Insights
Fully understand your
marketing performance
• Impactful Marketing
Analytics
• Customer Attribution
• Data Visualization
Real-time – Intelligence – Automated – Performance

16. Gain deeper real-time customer insights
Dynamically capture and enrich customer
profiles across all sources into a single view,
gain insights into customer’s real-time intents Insights into
customer journey
Consolidated
customer view
Understand customer
personas
Discover hidden buying
trends
IOT, X-Data, O-Data
Touchpoints
Customer 360

17. Automated Customer Journey with in-moment experiences
Dynamically engage customers in the moment
with contextually relevant experiences.
Personalized offers
and relevant
messages
Consistent Omni-channel
experience
End-to-end Customer
Journey
Build Customer loyalty
and affinity
Customer Journey

18. Campaigns performance and optimization
Data visualization of impact, expenses and intelligent
analysis to react quickly to market sentiments with
agility.
Automated A/B Testing
campaigns with measurements
Up to date budget and
expenses Information
Optimize campaigns with real-time
insights into customer attribution
and marketing performance
Adjust campaigns to react
quickly to opportunities
Marketing in the
moment

19. End-to-End Customer Experience – from marketing to sales to services
SAP
Service
Cloud
SAP
Marketing
Cloud
SAP
Commerce
Cloud
SAP
Sales
Cloud
SAP
Data Cloud
Integration with SAP CX clouds
 SAP Sales Cloud
 SAP Commerce Cloud
 SAP Service Cloud
 SAP Data Cloud
Integration with SAP Qualtrics
to tap on the XO data insights
Integrate with loyalty solution to
build brand loyalty and rewards
SAP CX

20. “No journey too long
When dreams are big
And sky is the limit”
Quote from #therandomvibez