1. The Future of
Customer Experience
What is the most extreme future that you could envision for the
customer experience?
©2013 SAP AG. All rights reserved.
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2. It’s All About Context
envision the world around me
“ Ibeing aware of my demographics
Gurdeep Dhillon
Head of Marketing Execution and
Campaigns at SAP
@gurdeepd
Blog Link
©2013 SAP AG. All rights reserved.
and psychographics, as well as
the contextual information about
my current state. When I walk
into a store, or visit a Web site, I
will have the option of making
this information available so that
my experience can be tailored to
me.
”
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3. Culture, Data, And Technology
“ When businesses become
more data-driven, when
they adjust their culture,
take advantage of some of
asdadasdasdasdasdasd
these new tools and
recognize the shift in
customer behavior, you
get a whole new world of
business.
”
Tim Minahan
Chief Marketing Officer, SAP Cloud
@tminahan
Blog Link
©2013 SAP AG. All rights reserved.
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4. Customer Delight
“ Two words define the pathway to
customer experience
improvement: engagement
enhancement. This can be
physical (activating more of their
senses), mental (soliciting their
ideas and influence), or
emotional (providing peace of
mind, laughter or some other
positive feeling), and often a
combination of the three. Viewed
through this lens, there’s no end
to what we can do.
”
©2013 SAP AG. All rights reserved.
Steve McKee
President of McKee Wallwork &
Company and author of When Growth
Stalls and Power Branding
@SteveMckee
Blog Link
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5. It Comes from Insights and Actions
I think that it comes down to:
“Does your company meet my
expectations in terms of
reliability, convenience,
relevance and responsiveness
– does it make my life easier
and avoid negative surprises,
please?! So the most extreme
future for me is to simply get it
right, consistently.
”
Dr. Volker Hildebrand
Global Vice President of CRM at SAP
Blog Link
©2013 SAP AG. All rights reserved.
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6. Marketing As The Champion
“ Marketing needs to become
Jonathan Becher
Chief Marketing Officer at SAP
@jbecher
Blog Link
©2013 SAP AG. All rights reserved.
a champion for the customer
experience across all
channels…Marketing can’t
own all the customer
experience channels but it
can make the experience
consistent through counsel
rather than direct
management.
”
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7. It’s Both Personalized And Scalable
“ Customer experiences that
are custom built to
individual/household/small
business/corporate
requirements at cost
models that scale across
the customer spectrum. ”
Rakesh Shetty
Founder of RR Marketing Advisory
@shettray
Blog Link
©2013 SAP AG. All rights reserved.
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8. It’s Seamless & Connected
“ The experience will be the
seamless and matching
Ramesh Ramakrishnan
Founder of RR Marketing Advisory
@Ramesh_Ramki
Blog Link
©2013 SAP AG. All rights reserved.
expectations set within the
social network, as if it was a
shop down their street that they
knew for decades. The
extended Enterprise is the new
Enterprise and connected
business is the new corner
shop.
”
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9. It’s Cultural And Passionate
“ Becoming truly customer-
centric by implementing
systems that enable you to
drive a C2B mentality.
Consumer-to-business in a
connected world of
listening, deciding and then
engaging in the most
effective manner. ”
©2013 SAP AG. All rights reserved.
Anthony Leaper
Senior Vice President and Sales GM for
Enterprise Social Software at SAP
@ALeaper
Blog Link
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10. It Cuts Through The Noise
“ The idea is that
Customers/Consumers control
Jamie Anderson
Global VP of CRM Marketing at SAP
@collsdad
Blog Link
©2013 SAP AG. All rights reserved.
everything, based on their
knowledge of the value of their
own data. Businesses must find
a way to connect with their
customers through this service
and with relevance to ensure
that they become the ‘signal
through the noise.’
”
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11. It’s Without Customer Service
“ In a perfect world you wouldn’t
need customer services. The next
Neal Shact
Founder and CEO of CommuniTech Services
@nealshact
Blog Link
©2013 SAP AG. All rights reserved.
best thing is a very fast, highly
intuitive process to get whatever
help you need as rapidly as
possible so that you can go on
with whatever else you need to
do. Isn’t it reasonable for a
customer to be able to have a
quantifiable expectation of what is
going to happen when the need
assistance?
”
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12. It Should Be As Easy As Pushing A Button
“ The most extreme future for
experiences I see comes from
the world of TV and movies like
The Jetsons for example.
George or Jane or Judy or even
their boy Elroy could simply
push a button and instantly they
would have a given item. Want
a pizza? No problem, push a
button. Want a new bicycle?
Easy, push a button.
”
©2013 SAP AG. All rights reserved.
Steve Olenski
Senior Creative Content Strategist at
Responsys
@steveolenski
Blog Link
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13. It’s Exclusively For You
think that
“ Iare able to just like websites
follow our trails
Mukesh Gupta
Founder and CEO of CommuniTech Services
@rmukeshgupta
Blog Link
©2013 SAP AG. All rights reserved.
and recognize us online and
what we are looking for, the
physical stores will also be
able to recognize us by facial
recognition and will know all
about us (our likes, dislikes,
affiliation, views, etc). They
will then tailor be able to
create an offer that is
exclusively for us.
”
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14. It’s Efficient And Organized
“ Customers really don't care how
you are organized as long as it
is simple and clear how you can
help them to do what they need
to do. When it is understood, a
company will organize itself to
deliver the experience in the
most effective and efficient way.
”
Gregory Yankelovich
Product Management Strategist at Amplified
Analytics
@piplzchoice
Blog Link
©2013 SAP AG. All rights reserved.
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15. It’s Awesome and Creepy
to be walking
“ Companies seemawesome and
the line between
Jen Cohen Crompton
CEO of SomethingCreative LLC
@JenCoCrompton
Blog Link
©2013 SAP AG. All rights reserved.
creepy, meaning that some
companies are taking “tracking”
to an extreme level, and others
are doing it just right. This really
goes back to the foundation of
being transparent. Customers
want to know the motivation
behind companies.
”
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16. It’s Demand Driven
“ Innovative businesses
will create a better
customer experience
through the
customization of
products to the
individual. ”
Richard Howells
Head of SAP Solution Marketing for
Supply Chain
@howellsrichard
Blog Link
©2013 SAP AG. All rights reserved.
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17. It’s About Big Data and Social Collaboration
“ Well, they [companies] are
Daniel Newman
Co-Founder and CEO of EC3, author of
"The Millennial CEO"
@danielnewmanuv
Blog Link
©2013 SAP AG. All rights reserved.
already able to read our
eyes and expressions – so
I see that being turned into
some type of pool of big
data that allow companies
and brands to know what
their customers really feel
about their product. ”
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18. The Product Maker Is The Practitioner
“ I think you’ll see more
companies moving to a
paradigm in which the
practitioner will become
the driver and the product
or solution manager
become the order taker. ”
Rachel Spasser
Chief Marketing Officer of Ariba
Blog Link
©2013 SAP AG. All rights reserved.
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19. It’s Exclusively For You
“ Truly, we will be living in
the Social Age, because
that’s all most companies
will be: networks that
enable us to do our things
on their platforms.
”
Ted Coine
Co-CEO of The Human Side of Busines and
SwitchandShift.com
@TedCoine
Blog Link
©2013 SAP AG. All rights reserved.
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20. It’s Human Relationships That Matter
“ Where companies and their
marketing & communications
are largely irrelevant for 80%
of the customer decision
journey – customers only
touch company platforms and
content when they are at the
point of final decision. Oh,
wait. That's now.
”
Maggie Fox
Senior Vice President of Digital
Marketing at SAP
@maggiefox
Blog Link
©2013 SAP AG. All rights reserved.
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21. To learn more about The Future of Customer Experience
visit Business Innovation from SAP
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