The document emphasizes the transformation of customer engagement in the digital age, highlighting that empowered and informed customers now drive the buying process. Companies must shift from traditional marketing strategies to a more interactive and personalized approach to meet rising customer expectations. It advocates for using real-time data and responsive engagement methods to create better customer experiences and drive business growth.

1. ONE CUSTOMER. ONE EXPERIENCE. ONE ENTERPRISE
ENGAGE
CUSTOMERS
LIKE NEVER
BEFORE

2. 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

3. BEYOND TECHNOLOGY –
IT’S ABOUT
LEADERSHIP –
DAVE JONES
(Scottish power story)

4. EMPOWERED
CUSTOMERS ARE
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.
Better Informed
59%
of customers are willing to try a new brand
to get better customer service.

5. WE LIVE IN A WORLD OF
DIGITAL IMMERSION
Social
Rich Content
Mobility
Apps

6. SCREENAGERS
THEY ARE NEVER FAR FROM A SCREEN.
AND A SCREEN IS NEVER FAR FROM
THEM IT SEEMS.

7. EVANTUBE HD
ENGAGING THE
BUYERS OF
TOMORROW

8. EVERY MINUTE
OF EVERYDAY
Source: Domo, Inc.
48 hrs
3,125
$272,070
of YouTube uploads
Flickr photos
Consumers spend
217
3,600
100,000
new mobile web users
Instagram photos
Twitter tweets
347
204,167,667
47,000
Wordpress blog posts
Email messages
Apple app download
571
2,000,000
34,722
new websites
Google queries
Facebook likes
2,083
684,478
Foursquare check-ins
Facebook shares
61,141
hours of music uploaded

9. THIS CHANGES THE RULE FOR MARKETERS.
2.4 BILLION
BRAND-RELATED
CONVERSATIONS
IN AMERICA
EVERYDAY.

10. THIS CHANGES THE RULE FOR MARKETERS.
IN ASIA PACIFIC,
59% OF
CONSUMERS
COMMENT ABOUT
BRANDS ONLINE.

11. THIS CHANGES THE RULE FOR MARKETERS.
COMPANIES ARE
STRUGGLING TO
BREAKTHROUGH
& ENGAGE THEIR
CUSTOMERS.

12. 57%
of the buying process
is completed before a first
interaction with sales.

13. 86%
of customers are
willing to pay more
for a better customer
experience.

14. CUSTOMER
EXPERIENCE LEADERS
OUTPERFORM THE
LAGGARDS
+22%
- 46%
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

15. And the one thing we do know,
expectations will continue to rise
71%
of customers don’t think
companies are doing
anything to keep their
business.

16. 19TH CENTURY
ENGAGEMENT
Sales & Marketing Funnel
Awareness
Interest
Desire
Action

17. 21ST CENTURY
ENGAGEMENT
SHARE
COMPARE
TRIGGER EVENT
RESEARCH
SHOP
PURCHASE

18. ENGAGE AT
THE POINT OF
AWARENESS
STOP TELLING, START LISTENING
PREDICT & INFLUENCE BEHAVIOR.
RESPOND QUICKLY.

19. GUIDE
CUSTOMERS
THROUGH THEIR
JOURNEY
UNDERSTAND THEIR NEEDS & DESIRES.
EARN ADVISOR STATUS.
HELP THEM.

20. CREATE LOYAL
BRAND
ADVOCATES
MAKE EVERY CONVERSATION COUNT.
CREATE AMAZING EXPERIENCES.
DELIVER RELEVANT & TIMELY OFFERS.

21. TRANSFORMING
MARKETING LEADERS
TO STRATEGIC
“GROWTH FACILITATORS”
89%
of CMO respondents said that
visioning and strategic
thinking is the most important
competency for success
Source: Forrester/Heidrick & Struggles Global Evolved CMO Online Survey
© 2013 SAP AG. All rights reserved.

22. CREATING
THE NEED
TO CHANGE
THE WAY
WE THINK
Existing
Mindset
Aspirational
Mindset
- Activity focused
- Outcome focused
- Helping sales sell
- Helping sales sell AND
helping our audiences buy
- Highly optimized
functional silos
Viewed as service-provider
to stakeholders
- One high-performance
marketing team
Drive growth and
champion innovation for
their company
© 2013 SAP AG. All rights reserved.

23. CMOS HAVE A
CHOICE TO
MAKE
TO DRIVE
OUTCOME
CENTRIC
MARKETING
Status Quo
Innovate
- Cost Center
- Growth Engine
- B2B/B2C
- P2P
- Transactions
- Relationships
- Brand
- Corporate Character
- Push Marketing
- Customer Champion
Source: Forrester, IDC. Corporate Executive Board

24. CUSTOMER
CASE STUDIES

25. ENGAGING THE
CONNECTED CUSTOMER
AT A GLANCE
OBJECTIVE
Engage with existing customers –
provide better user experience, info, value
SOLUTION
SAP precision retailing
BENEFITS
Increase customer communication, brand
awareness and improve brand image.
STM NEEDED NEW WAYS TO ENGAGE THE
CONNECTED CUSTOMER,
in order to increase ridership and give customers
reasons to take public transit. Cloud-based SAP
Precision Retailing helped them connect several
hundreds retailers and other venues to their
customers in real-time using mobile and
in-memory computing to deliver compelling,
personalize offers.”
Pierre Bourbonniere, Head of Marketing, STM

26. LOYALTY INTEGRATION
PERSONALIZED OFFERS
Enhance
the Rider
Experience
REDEMPTION
TRANSIT DIRECTIONS
© 2012 SAP AG. All rights reserved.
Confidential
26

27. PERSONALIZING CUSTOMER
ENGAGEMENT IN REAL TIME
AT A GLANCE
OBJECTIVE
Engage the customer in real-time
SOLUTION
SAP CRM powered by SAP HANA
BENEFITS
Personalize customer engagement with
real-time information
“HSE24, AS LIVE SALES CHANNELS, IS
VERY DEPENDENT ON TIME.
What we’ve seen is that we can get a
complete picture of the customer in
seconds – including data coming from new
sources like social media. We can now have
more detailed analysis of our sales in realtime, and deliver personalized offerings to
the customer while he is calling for new
cross and up-sell opportunities. We want to
continue to grow our sales in new countries.
Having one real-time platform will be a key
success driver for us to conquer the
markets in the future.”
Norbert Paulus
EVP Broadcast & IT, HSE24

28. DRIVING NEW REVENUE IN
REAL-TIME GAMING
AT A GLANCE
BENEFITS
Increase in revenue per year 10-30%
Real-time insights
• Per player profitability analysis and understand
player behavior
• Increased data volume and processing capabilities to
communicate more personally to individual game players
• Interactive Data analysis leading to improved design thinking
and game planning
•
•
+10%
increase in
revenue per year
5000
events per second loaded into
SAP HANA (not possible before)
“AT BIGPOINT IN THE BATTLESTAR
GALACTICA ONLINE GAME,
we have more than 5,000 events in the
game per second which we have to load
in SAP HANA environment and to work
on it to create individualized game
environment to create offers for them.
In the co-innovation project with SAP
HANA, using Real Time Offer
Management Bigpoint, we hope to
increase revenue by 10-13%.”
Claus Wagner,
SVP SAP Technology, Bigpoint

29. SOCIAL
CUSTOMER ENGAGEMENT
AT A GLANCE
OBJECTIVE
Take on larger rivals by providing a
delightful social media experience
SOLUTION
SAP Cloud for Social Engagement
BENEFITS
Meet increasing demand for social media
customer service channel without scaling
team. Reduced churn.
“OUR ROI IN DOLLARS IS DEFINITELY IN
THE MILLIONS.
Depending on the scale of your operation and
your programs, the ROI is at least ten million
dollars in opportunity.”
Krissy Espindola
Director, Knowledge Management
& Social Customer Support

30. KEY TAKEAWAYS

31. DIGITAL DARWINISM:
When technology and society evolve
faster than the ability for companies to
adapt.
- Brian Solis

32. CRM IS A JOURNEYA LONG AND
WINDING ROAD
Future of engagement
Close the execution gap
from analysis through
insight to action…
CRM MUST
EVOLVE
CMR?
Power of the customer
…customers are in control
and are changing the rules
of engagement

33. You’ve got to start with the
CUSTOMER EXPERIENCE and
work back toward the technology.
- Steve Jobs

34. about.me/nicholask71

35. THANK YOU!
Feel free to connect with me at :
Nicholas.kontopoulos@sap.com
#nicholask71
http://sg.linkedin.com/in/nicholaskontopoulos
© 2013 SAP AG. All rights reserved.

36. © 2013 SAP AG. All rights reserved.
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