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Live Virtual Master Class: How marketers should respond to the changing demands of customers

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The topic of changing customers has been a hot topic in marketing since, well, the beginning of marketing. Predicting and adapting to changes in customer habits is among the most vital skills a marketer can possess.
Because all forms of marketing are changing – thanks to transformations in technology, disruption from an innovative new brand, shifts in social trends, and even new fads going viral. Whatever the cause of change, the question to ask is how can organisations respond accordingly and proactively?
Find out how organisation respond to the changing customer expectations and the best practices in delivering great customer experiences amidst technology transformation, disruptions and social trends. Visit us at https://cx.sap.com/en/virtual-master-class/respond-to-changing-customer-demands

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Live Virtual Master Class: How marketers should respond to the changing demands of customers

  1. 1. PUBLIC 30 August 2018 10:30 IST/13:00 SGT/15:00 AEST LIVE Virtual Master Class: How customers change and marketers should react!
  2. 2. 2PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Meet the panelist Bernard Chung Head of Product Marketing, Marketing Cloud SAP Customer Experience
  3. 3. 3PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Meet the panelist Vincent Vergara SAP Marketing Cloud Expert, CX & Martech Agency Business Leader, APJ SAP Customer Experience
  4. 4. 4PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Meet the moderator Rita Marini Sr. Director & Head of GTM Program, APJ & Greater China SAP Customer Experience
  5. 5. Some housekeeping information before we start…
  6. 6. 6PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ More informed and fluid; increased access to information from brand-directed content, as well as third-party sources Heightened expectations across all touchpoints from brands that may or not be in their industry. Increased demand for the convenience offered by a mobile-first digital presence Challenges that brands see when it comes to today’s customers:
  7. 7. #1 Increased demand for the convenience offered by a mobile-first digital experience
  8. 8. 8PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Bernard, can you expand on this and why this is such a challenge faced by most businesses?
  9. 9. 9PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ When it comes to building a differentiating customer experience, a robust mobile presence is more than a feature – it is a requirement. Mobile-First Presence
  10. 10. 10PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Do you think this is a larger challenge for brands in certain industries?
  11. 11. 11PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Vincent, how can “traditional” brands deal with disruptors or challenger brands that might have been created with a digital-first presence in mind?
  12. 12. 12PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP Response: Palladium Hotel Group Leverages IOT to Deliver Convenience Mobile-First Presence
  13. 13. #2 Heightened customer expectations across all touchpoints from brands that may or may not be in their industry
  14. 14. 14PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Bernard, what are you seeing with heightened expectations, what are customers looking for?
  15. 15. 15PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ We are seeing brands willing to develop an understanding of how other industries may be addressing challenges, as well as how those industries integrate lessons learned. Heightened Expectations
  16. 16. 16PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Vincent, in the age of Apple and Amazon, do you think brands should try and become the next Apple or Amazon, or is it more realistic and/ beneficial for brands to understand their own unique brand identity?
  17. 17. 17PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ What is one thing you could suggest to a brand looking to improve their customer loyalty strategy & become competitive with the larger brands in their industry or other industries?
  18. 18. 18CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Utilize real-time contexts to deliver the best customer experiences Individual-based personalization requires contextual insights The customer What they have done What they may do What they are doing now Explicit Implicit In-the-moment individualization Presentation of relevant content across all touch points BUY
  19. 19. 19PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP Response: Home Shopping Europe 24 Increasing marketing responsiveness to meet customer expectations Heightened Expectations
  20. 20. #3 More informed and fluid customers; increased access to information from brand-directed content and messaging, as well as third-party sources.
  21. 21. 21PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ How can/should a brand keep up with more informed customers?
  22. 22. 22PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ With the explosion of the e-commerce marketplace, customers are now armed with information regarding every detail of a product, competitive entities that offer it, and similar wares. More Informed Customers
  23. 23. 23PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ How can brands embracing this trend and working to educate customers more on their own through blogs, forums, videos, or other methods?
  24. 24. 24PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP Response: San Jose Sharks Running Intelligent Marketing More Informed Consumers
  25. 25. 25INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP Customer Experience commissioned a survey in January 2018, reaching out to 8,000 consumers across APAC, learning about their: SAP Consumer Propensity Report APAC 2018 Online shopping habits Purchase motivations Shopping cart interactions Features wish list
  26. 26. 26INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ A need for contextual marketing:
  27. 27. 27INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ 56% Discount/ promotion notification 37% Discounts with additional purchase notification 26% Timely response to queries about the item Consumers want to see more of these from brands:
  28. 28. 28INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ 56% Easy exchange via free return labels or nearby lockers 51% Comparison tools to compare prices and specifications of products within the same website 40% A physical store that they can go to test or try out products 39% Virtual or augmented reality technologies to help shoppers picture how the product will look like in real life 36% Different types/ sizes of the same product to try on and return And these...
  29. 29. 29INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Many organisations still struggle to create connected, personalised, and engaging experiences. Brands need a complete intelligent customer experience enterprise that provides a real-time, 360-degree view of the individual customer. GET THE FULL REPORT HERE cx.sap.com/consumer-report2018
  30. 30. #4 External factors beyond direct control, such as market forces, government regulation, privacy concerns, and lack of infrastructure, create obstacles.
  31. 31. 31PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Marketers not only have to keep track of new technology, disparate data sources, and a growing competitive set in a hugely disruptive market, they are now tasked with understanding external forces beyond their control. External Forces
  32. 32. 32PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP Response: Increase demand for data protection and privacy is an opportunity to win customer trust External Forces
  33. 33. 33INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ What does a perfect marketing experience look like?
  34. 34. Q&A Session
  35. 35. Contact information: Rita Marini Sr. Director & Head of GTM Marketing, APJ & GC SAP Customer Experience Rita.marini@sap.com +65 965 33 151 Thank you.

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