Is it a Revolution or Evolution? That's up for debate. But IT IS the Age of the Digitally Empowered Customers --who are Digitally Connected, Socially Networked, and Better Informed than ever before. Therefore, the customer journey no longer linear dictated by organizations. Rather EVERY JOURNEY of the empowered customers are UNIQUE, and EVERY POINT OF ENGAGEMENT ALONG THE WAY matters. It’s time to change the game and Engage Customers Like Never Before. Across every touch-point, every channel – spanning the physical and the digital domains. Guide the journey and develop advocates. Are you ready?

1. Engage Customers Like Never Before
Because the Journey Matters
Dr. Volker G. Hildebrand
Global Vice President
SAP Customer Engagement Solutions

2. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 2Confidential
1964
Many things have changed in the last 50 years…

3. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 3Confidential
Today
Music has changed in the last 50 years…

4. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 4Confidential
The way we consume and experience music has changed…
THEN NOW

5. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 5Confidential
Because technology has changed…
THEN NOW

6. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 6Confidential
…entering almost every area of our lives
THEN NOW

7. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 7Confidential
…and the way we use and experience technology has changed
THEN NOW

8. Power To
The People
“… and the Left Wing talk about giving the
power to the people… you
know…anybody knows that the people
have the power. All we need to do is
awaken the power in the people. People
are unaware, it’s like they’re not
educated to realise that they have the
power.”
– John Lennon, 1969

9. Better Informed
59%of customers are willing to try
a new brand to get better
customer service.
Digitally Connected
79%of customers spend at least
50% of total shopping time
researching products online.
Socially Networked
53%of customers abandoned an
in-store purchase due to
negative online sentiment.
Empowered Customers

10. THEY ARE INDIVIDUALS
WITH SPECIFIC NEEDS –
YOU NEED TO LISTEN,
UNDERSTAND, AND
ENGAGE TO GUIDE THEM
THROUGH THEIR
JOURNEY
Expectations of the Empowered Customer

11. 12© 2014 SAP SE or an SAP affiliate company. All rights reserved.
Awareness
Interest
This is no longer
your customer’s
journey.
Desire
Action

12. 13© 2014 SAP SE or an SAP affiliate company. All rights reserved.
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
POST
REVIEW
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
NETWORK
ISSUE
CHANGE
ADDRESS
RESTART
SERVICE
RECEIVE
OFFER
REFER
FRIENDS
WEB
PRINT
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
TV
RETAIL
STORE
WEB
SHOP
REVIEWS
SEARCH
KW/ADS
CONTACT
CENTER
WEB
SHOP
EMAIL
SOCIAL
RETAIL
STORE
WEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
RETAIL
STORE
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
EMAIL
SUPPORT
PORTAL
?
SUPPORT
PORTAL
?
BRANDED
COMMUNITY
?
Each customer
chooses their own adventure.

13. 14© 2014 SAP SE or an SAP affiliate company. All rights reserved.
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
TRACK
ORDER
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
RECEIVE
OFFER
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
POST
REVIEW
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
NETWORK
ISSUE
CHANGE
ADDRESS
RESTART
SERVICE
RECEIVE
OFFER
REFER
FRIENDS
WEB
PRINT
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
TV
RETAIL
STORE
WEB
SHOP
REVIEWS
SEARCH
KW/ADS
CONTACT
CENTER
WEB
SHOP
EMAIL
SOCIAL
RETAIL
STORE
WEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
RETAIL
STORE
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
EMAIL
SUPPORT
PORTAL
?
SUPPORT
PORTAL
?
BRANDED
COMMUNITY
?
AWARENESS
INTEREST
DECISION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DECISION
USE
Each customer
chooses their own adventure.

14. 15© 2014 SAP SE or an SAP affiliate company. All rights reserved.
One customer.

15. 16© 2014 SAP SE or an SAP affiliate company. All rights reserved.
Many journeys.

16. 17© 2014 SAP SE or an SAP affiliate company. All rights reserved.
Infinite possibilities.

17. 1st Generation
CUSTOMER RECORD
Departmental /
Channel Silos
SERVICE
SALES
MARKETING
COMMERCE
2nd Generation
‘Multi’-channel
CRM Suites CUSTOMERRECORD
SALES &
SERVICE
MARKETING
COMMERCE
3rd Generation
Omni-channel
Engagement Platform
CONTEXTUAL
MARKETING &
SERVICE
SALES &
COMMERCE
CUSTOMER
INTELLIGENCE
PHYSICAL &
DIGITAL EXPERIENCE
Evolution from CRM to Engagement

18. DELIVER REAL-TIME,
CONTEXTUAL,
CONSISTENT, AND
RELEVANT
EXPERIENCES
REGARDLESS OF
CHANNEL OR DEVICE
THROUGHOUT THE
CUSTOMER JOURNEY.
Engaging the Empowered Customer

19. Experience Management
Commerce Marketing Service Sales
MDM for Customer Engagement & Commerce (product, customer, order)
Infrastructure, Platform, Integration
WEB MOBILE IN STORE/
BRANCH
CONTACT
CENTER
DIGITAL
GOODS
MARKETPLACE INTERNET
OF THINGS
SOCIAL SMS/
NOTIFICATNS
SEARCH
KW/ADS
DIGITAL ADS EMAIL PRINT AGENT
TOOLS
SAP Customer Engagement & Commerce
Powered by SAP HANA

20. © 2014 SAP SE or an SAP affiliate company. All rights reserved. 21Confidential
Transit Directions
Personalized Offers
Redemption
Loyalty Integration
Enhance
the Rider
Experience
ENGAGING THE
CONNECTED CUSTOMER
GOLD for
Customer Experience
& Engagement
SILVER for
Use of Technology
in Loyalty Marketing

21. Krissy Espindola
Director, Social Customer Support
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.
“
”

22. Jean-Marc Duvoisin, CEO, Nestlé Nespresso SA
Nespresso maintains a direct dialogue with our consumers and Club Members. Worldwide they interact with us
through an array of consumer contact points. SAP allows us to focus on delivering the ultimate coffee experience to our
consumers.
“
”

23. 24© 2014 SAP SE or an SAP affiliate company. All rights reserved.
• The right insight at the right time
• Across every touch-point, every channel
• Integrated to your enterprise
• With an experience that drives results
SAP CUSTOMER ENGAGEMENT SOLUTIONS FOR:
IT’S TIME TO
ENGAGE CUSTOMERS
LIKE NEVER BEFORE
THE ENTIRE CUSTOMER JOURNEY
Service CommerceSales SocialMarketing