Engage Your Customers & Employees
Like Never Before
M2C Hamburg, 2014
Niclas Otte
Senior Director Social Software, SAP AG
...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 2Source: http://www.simonlydeals.co.uk/pics/mobile-payphon...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 3
2005
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 4
2013
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 5
DIGITALLY
CONNECTED
SOCIALLY
NETWORKED
BETTER
INFORMED
2...
2.4BILLION
brand-related conversations
happen in America everyday.
THIS CHANGES THE RULES
FOR MARKETERS
SOURCE – KELLER FA...
79%
of customers spend at least half
of total shopping time
researching products online
.
IT CREATES A NEW KIND OF THINKIN...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 8Source: RSR Research, June 2013
Companies go omni-channel
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 9
PRODUCT RECOMMENDATIONS
TO COMPLETE THE LOOK
Goal is con...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 10
CUSTOMERS KNOW
BRANDS NOT
CHANNELS
PURCHASE PATH
IS NOT...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 11
The Quest for Customer Engagement & Experience
of CEOs ...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 12
So do you have the right customer intelligence at hand?
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 13
Optimize target groups for
omni-channel campaigns
Socia...
EVERY MINUTE
OF EVERYDAY
of YouTube uploads
48 hrs
new mobile web users
217
Wordpress blog posts
347
new websites
571
Four...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 15
“
• Better understanding of behavior
• Improve ROI of c...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 16
Technology can be a differentiator
“The iPhone has neve...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 17
Graceful interruption
VS.
www.airtravel.com www.prussak...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 18
Old recipes no longer work
Front Office
EFFECTIVENESS
C...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 19
However, we tend to forget…
…the Digital Customer deter...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 20
Which creates new opportunities (and challenges) to
eng...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 21
Even if your customers are buying bulldozers.
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 22
Digital Revolution at its best…
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 23
So, Are You Ready for This?
Marketing
Customers
Questio...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 24
Benefits
Meet increasing demand for social
media intera...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 25
SALES
DATA
WINNING
EXPERIENCE
SERVICE
DATA
ENTERPRISE
D...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 26
Engage customers like never before.
Turn insight into a...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 27
Remember my first slide?
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 28
I also want that experience in the enterprise!
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 29
EXTERNAL COLLABORATION
Collaborate with customers,
part...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 30
Real-time
data
Applications
Best
Actions
Template
Conte...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 31
Email
campaign
Engage with the extended campaign team,
...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 32
Drive Digital Transformation and making social scale
Un...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 33
The nudge – encourage desired behavior with gamificatio...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 34
SAP Customer Engagement Solutions
Delivering Deep Insig...
CUSTOMER
EXPERIENCE LEADERS
OUT PERFORM THE
LAGGARDS
Over a recent five-year period during which the
S&P 500 was flat, a s...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 36
…is this really how you still look at me as a customer?...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 37
…be ready
http://www.forbes.com/sites/sap/2012/09/14/ch...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 38
Marketing is driving change & innovation
“By 2017 the C...
© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Thank you!
Niclas Otte
Senior Director Social Software
SAP...
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Engage Your Customers & Employees Like Never Before @M2C Hamburg 2014

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Leverage social technologies & Social CRM concepts to engage your customers like never before and work together as one team - internally and externally. Presentation from Marketing 2.0 Conference in Hamburg

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Engage Your Customers & Employees Like Never Before @M2C Hamburg 2014

  1. 1. Engage Your Customers & Employees Like Never Before M2C Hamburg, 2014 Niclas Otte Senior Director Social Software, SAP AG @ottenic
  2. 2. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 2Source: http://www.simonlydeals.co.uk/pics/mobile-payphone-01.jpg Do you remember?
  3. 3. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 3 2005
  4. 4. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 4 2013
  5. 5. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 5 DIGITALLY CONNECTED SOCIALLY NETWORKED BETTER INFORMED 2 Today customers are…
  6. 6. 2.4BILLION brand-related conversations happen in America everyday. THIS CHANGES THE RULES FOR MARKETERS SOURCE – KELLER FAY GROUP
  7. 7. 79% of customers spend at least half of total shopping time researching products online . IT CREATES A NEW KIND OF THINKING AROUND SALES & SERVICE of customers are willing to try a new brand to get better customer service. 59%
  8. 8. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 8Source: RSR Research, June 2013 Companies go omni-channel
  9. 9. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 9 PRODUCT RECOMMENDATIONS TO COMPLETE THE LOOK Goal is consistent but personalized Customer Experience PERSONALIZED CATALOGS AND PRICES
  10. 10. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 10 CUSTOMERS KNOW BRANDS NOT CHANNELS PURCHASE PATH IS NOT LINEAR COMMERCE LANDSCAPE HAS SHIFTED CUSTOMERS EXPECT EACH INTERACTION TO BE RELEVANT Brands need consistent communication with their customers Smartphone adoption has shifted the commerce landscape Buying journey is different and uses many touch points everywhere Need to address lifestyle choices and preferences …But here is the kaviat
  11. 11. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 11 The Quest for Customer Engagement & Experience of CEOs rate understanding individual customer needs and response time as a top priority. Source: IBM CEO Study 72% © 2013 SAP AG. All rights reserved. 11
  12. 12. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 12 So do you have the right customer intelligence at hand?
  13. 13. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 13 Optimize target groups for omni-channel campaigns Social Contact Intelligence Understand and reach out to the right people Customer Value Intelligence Invest in the right customers Audience Discovery & Targeting Customer Intelligence 2.0
  14. 14. EVERY MINUTE OF EVERYDAY of YouTube uploads 48 hrs new mobile web users 217 Wordpress blog posts 347 new websites 571 Foursquare check-ins 2,083 Flickr photos 3,125 Instagram photos 3,600 Email messages 204,167,667 Google queries 2,000,000 Facebook shares 684,478 Consumers spend $272,070 Twitter tweets 100,000 Apple app download 47,000 Facebook likes 34,722 SOURCE: DOMO, INC. 61,141 hours of music uploaded
  15. 15. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 15 “ • Better understanding of behavior • Improve ROI of campaigns • Real-time reporting on campaign results
  16. 16. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 16 Technology can be a differentiator “The iPhone has never been good.” “The iPhone has never been this good.” Natural Language Processing Structured vs unstructured data (and accuracy)
  17. 17. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 17 Graceful interruption VS. www.airtravel.com www.prussakov.com
  18. 18. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 18 Old recipes no longer work Front Office EFFECTIVENESS Customer EXPERIENCE STRATEGICTACTICAL To Be in the Game To Win the Game To Change the Game Internal Focus Customer Focus INSIDE-OUT INSIDE-OUT OUTSIDE-IN Front Office EFFICIENCY Focus on 1:1 Customer Engagement
  19. 19. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 19 However, we tend to forget… …the Digital Customer determines the channel
  20. 20. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 20 Which creates new opportunities (and challenges) to engage your customers Tweets
  21. 21. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 21 Even if your customers are buying bulldozers.
  22. 22. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 22 Digital Revolution at its best…
  23. 23. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 23 So, Are You Ready for This? Marketing Customers Questions & Comments Sales Service R&D Responses
  24. 24. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 24 Benefits Meet increasing demand for social media interaction without scaling team. Reduced churn. More cost-effective customer acquisition with marketing messages based on social buzz.. Looking at our results with social engagement, the ROI is tremendous. We are getting a 94% resolution rate as compared to our usual 11-12%. We are seeing tremendous ROI servicing our customers on social using these tools. “ “ Krissy Espindola Director, Knowledge Management & Social Customer Support Video
  25. 25. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 25 SALES DATA WINNING EXPERIENCE SERVICE DATA ENTERPRISE DATA OPPORTUNITY TO CASH REQUEST TO RESOLUTION AWARENESS TO LEAD Today, acquiring customers is not enough. PROSPECT CUSTOMER PROMOTER SOCIAL DATA You must engage them like never before. SOCIAL DATA MARKETING DATA
  26. 26. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 26 Engage customers like never before. Turn insight into action to create exceptional experiences. Drive operational excellence Empower employees & partners Deliver on your promises EXPERIENCEINSIGHT EXECUTION Understand customers Identify opportunities Predict their needs & behavior Interact with customers 1:1 in the moment when it matters across channels & touch points
  27. 27. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 27 Remember my first slide?
  28. 28. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 28 I also want that experience in the enterprise!
  29. 29. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 29 EXTERNAL COLLABORATION Collaborate with customers, partners, suppliers STRUCTURED COLLABORATION Brainstorm, problem solve, make decisions with business tools (ranking, pro/con tables, etc.) BUSINESS PROCESS SOCIAL Social in applications and processes, i.e. social opportunity management, social campaign management ENTERPRISE SOCIAL NETWORKING Groups, feeds, discussions, etc. *McKinsey Global Institute (2012) 5x More productive by connecting more employees directly to the work and issues they can address* 4xBetter decisions by increasing speed of access to expert knowledge* 3xTriple growth by directly engaging with customers and partners* 2x Double the value of better enterprise communications* SAP Jam – Engage your employees and your customers SECURITY AND ADMINISTRATION © 2013 SAP AG. All rights reserved.
  30. 30. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 30 Real-time data Applications Best Actions Template ContentPeople Problem- solving Discussion Experience & best practices Full picture Repeatable Flexible Supporting Your Collaborative Work Patterns © 2013 SAP AG. All rights reserved.
  31. 31. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 31 Email campaign Engage with the extended campaign team, including marketing agency Stay informed Create a SAP Jam group Collaborate in SAP Jam Send campaign data to SAP Jam Collaborative Campaign Management
  32. 32. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 32 Drive Digital Transformation and making social scale Understand what drives the market, collaborate with your peers and efficiently leverage such intelligence across your whole business. Identify needs, spot emerging trends, get unbiased feedback on products, and be the first one to see tastes change.
  33. 33. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 33 The nudge – encourage desired behavior with gamification Guide employees through the process Link to Goal Plan Peer-to-peer recognition Collaborative goal creation, alignment and tracking
  34. 34. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 34 SAP Customer Engagement Solutions Delivering Deep Insights, Great Experiences, and Flawless Execution PREDICTIVE ANALYTICS HANA AS A PLATFORM INDUSTRIES SALES SERVICE COMMERCEMARKETING SOCIAL WEB SOCIAL CHANNELS POSCONTACT CENTER DIGITAL GOODS MOBILE INTERNET OF THINGS CONTENT CENTER MARKET PLACE EMAIL MARKETING CHANNELS COLLABORATION
  35. 35. CUSTOMER EXPERIENCE LEADERS OUT PERFORM THE LAGGARDS 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 +22% - 46%
  36. 36. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 36 …is this really how you still look at me as a customer? Social can become the “R” we desired in CRM
  37. 37. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 37 …be ready http://www.forbes.com/sites/sap/2012/09/14/ch-ch-ch-ch-changes-are-you-ready-for-the-screenagers/
  38. 38. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 38 Marketing is driving change & innovation “By 2017 the CMO will Spend More on IT Than the CIO.” “Social media spending expected to be 18.8% of marketing budgets in five years.” Source: Gartner; The CMO Survey.org “Marketing analytics spending expected to be 13.5% of marketing budgets in three years.”
  39. 39. © 2014 SAP AG or an SAP affiliate company. All rights reserved. Thank you! Niclas Otte Senior Director Social Software SAP AG niclas.otte@sap.com @ottenic

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