The document discusses the complexity of modern customer journeys and the challenges businesses face in delivering a seamless omnichannel experience. It highlights the gap between customer expectations and the capabilities of many organizations, emphasizing the need for digital transformation and better customer engagement tools. Key statistics illustrate the importance of improving customer experience, as those who excel can significantly outperform competitors.

1. ONE CUSTOMER.
MANY JOURNIES.
INFINTE POSSIBILITIES.
• Johann Wrede
• Audience, Brand, and Content Marketing
• SAP Customer Engagement & Commerce

2. EXP(dig+phys)
+ΔPC
(CI)t bpE+
=
Real-time Customer Insight End-to-End Business Process Execution
Harmonized Digital and Physical Experiences
Growth in Profitable Customers

3. WHY MATTER?DOES IT

4. SOURCE: Watermark Consulting & Forrester Research
+22.5%
-1.3%
S&P 500
-46.3%
CUSTOMER EXPERIENCE LEADERS
OUTPERFORM THE
LAGGARDS

5. BUT CUSTOMERS ARE
HARDER TO ENGAGE
THAN EVER.
DIGITALLY CONNECTED
SOCIALLY NETWORKED
BETTER INFORMED

6. brand-related conversions
happen online every day.
Source: Keller Fay Group
2.4 BILLION
of the buying process is
completed before a first
interaction with sales.
Source: Customer Executive Board
57%
of customers are willing to
pay more for a better
customer experience
Source: AMEX Global Barometer
86%

7. THE MAJORITY OF
BUSINESSES CAN’T
SUPPORT AN
OMNICHANNEL
CUSTOMER JOURNEY.
JUST 12% CAN PROVIDE
A SEAMLESS HAND-OFF
BETWEEN CHANNELS.
SOURCE: Forrester Wave Customer Service Solutions 2014

8. LEGACY APPLICATIONS,
INTEGRATION CHALLENGES,
AND DATA SILOS MAKE THIS
IMPOSSIBLE TODAY.
8
CRM. WEB CMS. MOBILE. MARKETING. OMS.
STORES. CONTACT CENTERS. ETC.

9. THEY SUPPORT ELMO
LOUIS‘ FUNNEL SALES
MODEL– FROM 1898.
THIS IS NOT
YOUR
CUSTOMER‘S
JOURNEY
AWARENESS
INTEREST
DESIRE
ACTION

10. DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
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
RETAIL
STORE
WEB
SHOP
REVIEWS
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
YOUR CUSTOMER
CHOOSES THEIR
OWN ADVENTURE.
SEARCH
KW/ADS
WEB
SHOP
WEB
SHORT
LIST
TV
BRANDED
COMMUNITY
SUPPORT
PORTAL
SUPPORT
PORTAL

11. SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
DISCOVER
NEED
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
RESEARCH
RECEIVE
OFFER
TRACK
ORDER
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
SHORT
LIST
AWARENESS
DISCOVERY
CONSIDERATION
ACTION
ACTION
ADVOCACY
ADVOCACY
CONSIDERATION
USE
INTEREST
USEYOUR CUSTOMER
CHOOSES THEIR
OWN ADVENTURE.
WEB
PRINT
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
RETAIL
STORE
WEB
SHOP
REVIEWS
CONTACT
CENTER
WEB
SHOP
EMAIL
SOCIAL
RETAIL
STORE
WEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
EMAIL
SEARCH
KW/ADS
WEB
SHOP
WEB
TV
BRANDED
COMMUNITY
SUPPORT
PORTAL
SUPPORT
PORTAL
RETAIL
STORE
CONTACT
CENTER

12. SHOP &
BUY
RESTART
SERVICE
SHOP &
BUY
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
ONE CUSTOMER.

13. SHOP &
BUY
SHOP &
BUYSHOP &
BUY
SETUP
PHONE
BILLING
ISSUE SERVICE REFER
FRIENDS
MANY JOURNEYS.

14. SHOP &
BUYSHOP &
BUY
INFINITE POSSIBILITIES.

15. SO, HOW DO YOU COPE
WITH ALL OF THAT
COMPLEXITY?

16. Enterprise-wide inventory visibility
Enterprise-wide customer visibility
Enterprise cross-channel analytics
A single customer interaction platform across channels
Enterprise-wide customer insights
Distributed order management
Enterprise content management
Enterprise-wide marketing/promotions platform
A mobile commerce platform Center solution
A more modern eCommerce platform
A more modern POS platform
Integration to social network tools and sites
A Call Center solution
84%
73%
68%
66%
65%
59%
58%
51%
51%
43%
41%
28%
27%
YOU FOCUS ON
CUSTOMER-
CENTRIC DIGITAL
TRANSFORMATION
PROJECTS
SOURCE: Forrester Wave Customer Service Solutions 2014

17. 2017
USD$ 37 Billion
for CRM/CEC by 2017
AND INVEST
MORE IN
CUSTOMER
ENGAGEMENT
SOFTWARE THAN
IN ANY OTHER
ENTERPRISE
SOFTWARE
CATEGORY
SOURCE: Gartner

18. BUT THE
CHOICES ARE
OVERWHELMING
AND THE
SOLUTION CAN
QUICKLY BECOME
WORSE THAN
THE PROBLEM.

19. WEB
CALL
CENTER
MOBILE
SOCIAL
EMAIL
@ MARKET-
PLACE DIGITAL GOODS
POS
MARKETING
CHANNELS
INTERNET OF
THINGS
CONTENT
CENTER
CONSISTENT, END-TO-END USER EXPERIENCE
ACROSS CHANNELS & DEVICES WITH ‘FIORI’ DESIGN
INDUSTRIES
SOCIAL & PREDICTIVE ANALYTICS
SALES SERVICE MARKETING COMMERCE
SAP HANA CLOUD/CUSTOMER ENGAGEMENT PLATFORM
CUSTOMER
ENGAGEMENT
ANYWHERE,
ANYTIME.

20. SIMPLE IS CONTEXTUAL
OMNICHANNEL
INTEGRATED
AGILE
REAL-TIME
ENGAGING
A STEP AHEAD

22. Johann Wrede
Audience, Brand, and Content Marketing
SAP Customer Engagement & Commerce
@wredefine
johann.wrede@sap.com
THANK YOU.