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SAP Customer Experience Map

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The SAP Customer Experience Map is a simple model that helps us understand our customers’ needs holistically. It structures all main customer tasks and information needs along their journey with SAP.

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SAP Customer Experience Map

  1. 1. GUIDING PRINCIPLES EXPERIENCE MAP SAP The SAP Customer Experience Map is a simple model that helps us understand our customers’ needs holistically. It structures all main customer tasks and information needs along their journey with SAP. The SAP Customer Experience Map is based on extensive, global user research and, unlike other models that define and manage customer engagement from a vendor’s perspective, it truly reflects the customer perspective. This ensures that we stay focused on what our customers need and shape their experience with SAP accordingly. The SAP Customer Experience Map covers the needs of both on-premise and cloud customers, highlighting some of the aspects specific to the cloud experience. OMNICHANNEL ACCESS People use various sources and channels to find information to perform their tasks. Therefore, key to the experience is focusing on tasks first and providing the relevant content and capabilities to these, independently from roles or job descriptions. We also need to influence third-party sources and channels to influence the conversation and guide users on their journey. PARALLEL INITIATIVES For cloud software, many tasks differ in intensity and duration, and some cloud-specific information needs require additional focus. Cloud customers, especially, validate their investment continuously and are likely to accelerate renewal decisions if all aspects of their experience were to their satisfaction and new requirements can easily be accommodated. TASK-FOCUSED EXPERIENCE While tasks stay consistent across different companies and solutions, roles and job titles of people performing the tasks vary a lot. Therefore, key to the experience is focusing on tasks first and providing the relevant content and capabilities to these, independently from roles or job descriptions. ITERATIVE PROCESSES Although the SAP Customer Experience Map reflects a common customer journey, the order of tasks is not strictly linear. Companies might perform certain tasks in a different order or multiple times. However, after a decision to act, a buying or renewal decision, or a go-live, companies rarely move to earlier tasks; these are milestones in the customer journey. Therefore, we need to support users in their individual journey, guiding them along rather than forcing next steps. PARALLEL INITIATIVES Companies typically execute multiple initiatives in parallel and are likely to be at different stages in different projects at the same time. Therefore, it’s key to deliver a unified experience that provides access to relevant content and capabilities at any time for every stage. COLLABORATIVE JOURNEYS AND TASKS Multiple people within a company are involved in the journey, and many tasks are collaborative, requiring coordination. Therefore, it’s critical that different users within a company can easily find and access the same information, and that this information is consistent across all channels. Sharing information with colleagues is an important aspect of these activities and happens according to their company’s culture and processes (for example, e-mail). SAP and partner – online SAP and partner – offline Identify Needs Consider and Select Third party and internal – online Third party and internal – offline Address business needs Address technology needs Address business opportunities Address technology opportunities DECIDE TO ACT Pull together rationale for action Optimize business processes and software Monitor and assess software Collect end user feedback Assess business impact Manage user licenses Maintain and update software Provide end user support Ensure successful initial use GO LIVE Enable end users Adapt business processes Set up users Integrate software and data Set up and configure software Get software support Drive adoption Initiate and manage project Identify requirements Explore potential software and vendors Determine business process modifications Find out and negotiate pricing Review options and make final decisions BUY OR RENEW Companies continuously identify business and technology needs and opportunities. These accumulate until a decision to act is made. Companies create a long and a short list of possible software solutions and vendors. They create a more precise definition of business and technical requirements and identify potential changes to their business processes. When renewing software, companies might change their subscriptions to better fit their needs. Software and services are purchased orrenewed. Implement The project team or a service provider sets up, configures, integrates, and, if required, modifies the software. They set up users, conduct testing and end-user training, and roll out the new software and business processes. Operate The software is either operated and maintained in the cloud by the software vendor or on premise by the internal IT department or a partner. Support resources and documentation play a crucial role in keeping the software up to date and running smoothly, as well as ensuring end-user adoption. Graph Legend Preferred source of information Information sources : SAP and partner – Employees, other owned or managed sources, and the like Third party or internal – Colleagues, analysts, consultants, user groups, peers, friends, the media, and social media Information channels : Highly used Potentially used Least preferred Online – Web sites, communities, portals, social media channels, videos, Webinars, online demos, trials, and the like In-person conversations, chat, phone conversations, in-person events, e-mail conversations, meetings, call centers, hotlines, workshops, roundtables, and the like

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