Keynote Presentation from eTailCore event in Barcelona - September 3rd 2014. The presentation explores the changing nature of customer engagement

1. Engage Customers Like Never Before
Customer Engagement & Commerce
Use this title slide only with an image
Jamie Anderson
Global Vice President, Marketing
SAP Customer Engagement & Commerce Solutions

2. (CI)t + bpE
EXP(dig+phys)
+ΔPC
=
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 2

3. 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

4. 59% of customers are willing to try
a new brand to get better
customer service.
Better Informed
Empowered Customers
79% of customers spend at least
50% of total shopping time
researching products online.
Digitally Connected
53% of customers abandoned an
in-store purchase due to
negative online sentiment.
Socially Networked

5. Generation ‘C’ – the connected generation
This is the dawn of Generation C.
Where "C" represents a connected
society based on interests and
behavior. Gen C is not an age group
-- ITS A WAY OF LIFE.
- Brian Solis, author and digital analyst
© 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 5

6. The Traditional Rules are Changing
2.4 BILLION brand-related conversations happen online every day.
SOURCE – KELLER FAY GROUP
57% of the buying process is completed before a first interaction with sales.
SOURCE – CUSTOMER EXECUTIVE BOARD
86% of customers are willing to pay more for a better customer experience
SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER

7. Measurable Business Impact
+22%
- 46%
CUSTOMER
EXPERIENCE
LEADERS
OUT- PERFORM
THE LAGGARDS
SOURCE: FORRESTER RESEARCH 2012
© 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 7

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

9. Action
Desire
Interest
This is no longer
your customer’s
journey.
Awareness
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 9

10. PRINT
DISCOVER
NEED
DIGITAL ADS
WORD OF
MOUTH
RESEARCH
RECEIVE
OFFER
WEB
SHOP
TRACK
ORDER
EMAIL
CONTACT
CENTER
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SOCIAL
POST
REVIEW
SETUP
PHONE
?
SUPPORT
PORTAL
CONTACT
CENTER
BILLING
ISSUE
CONTACT
CENTER
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
?
BRANDED
COMMUNITY
NETWORK
ISSUE
CHANGE
ADDRESS
CONTACT
CENTER
RESTART
SERVICE
RECEIVE
OFFER
RETAIL
STORE
REFER
FRIENDS
WEB
WORD OF
MOUTH
SOCIAL
TV
RETAIL
STORE
WEB
SHOP
REVIEWS
SEARCH
KW/ADS
RETAIL
STORE
WEB
SHOP
?
SUPPORT
PORTAL
CONTACT
Each customer
chooses their own adventure.
SOCIAL CENTER
SOCIAL
EMAIL
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 10

11. ACTION
RETAIL
STORE
DECISION
REFER
FRIENDS
USE
CONTACT
CENTER
RESTART
SERVICE
RECEIVE
OFFER
AWARENESS
PRINT
DISCOVER
NEED
DIGITAL ADS
WORD OF
MOUTH
RESEARCH
RECEIVE
OFFER
DECISION
WEB
SHOP
TRACK
ORDER
EMAIL
CONTACT
CENTER
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SOCIAL
POST
REVIEW
SETUP
PHONE
?
SUPPORT
PORTAL
CONTACT
CENTER
BILLING
ISSUE
CONTACT
CENTER
MAKE
PAYMENT
ADVOCACY
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
?
BRANDED
COMMUNITY
NETWORK
ISSUE
CHANGE
ADDRESS
REFER
FRIENDS
WEB
WORD OF
MOUTH
SOCIAL
TV
RETAIL
STORE
WEB
SHOP
REVIEWS
SEARCH
KW/ADS
RETAIL
STORE
WEB
SHOP
?
SUPPORT
PORTAL
CONTACT
Each customer
chooses their own adventure.
SOCIAL CENTER
SOCIAL
EMAIL
INTEREST
ACTION
USE
ADVOCACY
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 11

12. One customer.
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 12

13. Many journeys.
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 13

14. Infinite possibilities.
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 14

15. 1st Generation
MARKETING
SALES
COMMERCE
SERVICE
CUSTOMER RECORD
Departmental /
Channel Silos
2nd Generation
MARKETING
‘Multi’-channel
CRM Suites
CUSTOMER RECORD
SALES &
SERVICE
COMMERCE
3rd Generation
CONTEXTUAL
MARKETING &
SERVICE
SALES &
COMMERCE
PHYSICAL &
DIGITAL EXPERIENCE
CUSTOMER
INTELLIGENCE
Omni-channel
Engagement Platform
Evolution from CRM to Engagement

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

17. (CI)t + bpE
EXP(dig+phys)
+ΔPC
=
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 17

18. THANK YOU!
Feel free to connect with me at :
j.anderson@sap.com
#collsdad
https://www.linkedin.com/in/andersonjamie
© 2014 SAP SE. All rights reserved.
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 18