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Managing Multiple Channels in CP/Retail
The document discusses the impact of social media and mobile technology on consumer behavior, emphasizing the importance of customer engagement in multichannel environments. It highlights that negative online reviews can significantly affect purchasing decisions and outlines essential features for effective social customer engagement. Additionally, it stresses the need to blend online and traditional experiences to enhance brand differentiation and improve customer satisfaction.
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Managing Multiple Channels in CP/Retail
- 1. Managing Multi Channelsin the CP Environment Jamie Anderson, Director, Global Solution Marketing May, 2012
- 2. The Good OldDays
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- 4. Social Networks areeating the World 1.3B 1.1B 1.0B 900M+ 330M+ 310M Barry Libert, Open Matters Confidential 4
- 5. Mobile is fuellingthe new human consumption model 2012: 327M U.S. 2013: mobile phones most 2015: mobile phones mobile phones consumer web access primary computing devices device CITA, Gartner Confidential 5
- 6. Result: Data explosion 2.8 million emails per second* 200+ million tweets per day 24.8 Million Facebook updates per hour
- 7. Customer Service isbecoming the new Marketing “A recent study by Boston-based, Cone inc, discovered that 4 out of 5 consumers reversed purchase decisions based on negative online reviews regarding products and services” Blog source: Do you trust Strangers? – B2Community http://www.business2community.com/content-marketing/10-ways-to-achieve-multichannel-commerce- part-6-do-you-trust-strangers-0161670 Confidential 7
- 8. SAP Social CustomerEngagement OnDemand Team-based social media engagement for an excellent customer experience Social media listening Get a prioritized list of important messages Detect sentiment and keywords Understand brand-level trends and buzz Real-time Facebook and Twitter message response Route, assign and escalate messages Organize messages with tagging, flagging, favorites Collaborate among team members Respond rapidly and consistently with integrated Social Knowledgebase Increase efficiency with response templates Complete social profile and history Capture the complete social interaction history View public social profile and message timeline Determine Social influence Manage consumer data Analytics Embedded charts and dashboards for critical information Measure team performance and impact with built-in KPIs Explore messages and people with tag clouds Confidential 8
- 9. B2Community blog: Whyevery channel (still) counts. Confidential 9
- 10. Yes. On-line matters,but traditional values still hold true Top 5 factors driving purchasing decisions of online shoppers – PWC study 2011 “I like the products they offer” 85% Quality Products “I know they’re always cheap/reasonably priced” 78% Price “Easy to use website” 75% Online Usability “I like the Store/Brand” 74% Loyalty “I trust them / I can return items in-store” 68% Trust / Multichannel The key is to blend these experiences into the overall multi-channel experience to create true Brand differentiation. Confidential 10
- 11. Technology Customers are is Changing Changing the Rules the Game “ 70% of selling happens 1 before the first sales call. ” “ Customers say…what they really want 2is a great experience. ” 1 Sirius Decisions , 2 McKinsey Quarterly
- 12. ABC’s of delivering Point to Point Integration does not support Differentiating Engaging CRM Customer Experiences Always Be Connected Web Channel Partners Service Understand your Mobile Sales customers’ history, devices sentiment, preference … and expectations Social Invoices monitoring Make every Loyalty interaction count, Contracts take the opportunity to listen and learn Customer Employee Inventory experts Deliver on your Order History Business Intelligence promises, live your brand Collaboration Marketing Confidential 12
- 13. Coop Videos Confidential 13
- 14. 22% increase inrevenues 41% increase in average order size
- 15. Web Channel ExperienceManagement Next-Generation E-Commerce (B2C and B2B) New Web Channel Platform: Web 2.0, Extensible, Interactive UI, Web Channel Builder as Configuration Tool, Enhanced Product Catalog E-Commerce: Enhanced Payment Methods (e.g. PayPal), Quick Check Out E-Marketing: Personalized Recommendations, Loyalty Management E-Service: Guided Flows, “My Support” Home Page, Community Management, Knowledge Management (with eGain) Confidential 15
- 16. Three Faces tothe Customer: #1 eCommerce Confidential 16
- 17. Three Faces tothe Customer: #2 mCommerce iOS App Web App Confidential 17
- 18. Three Faces tothe Customer: #3 fCommerce Confidential 18
- 19. A Single E-Commerce,E-Marketing & E-Service Platform Consumers Businesses Web Channel Enjoy quick and easy Leverage powerful and Managers online shopping convenient self-services Easily set up and manage experiences as well as & manage all sales and your Web presence with consistent experiences service interactions from simple, step-by-step Web across all touch points one place site management Confidential 19
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- 21. Thank you! Confidential 21
- 22. Contact Jamie Anderson Global MarketingDirector CRM Multi-Channel & eCommerce Solutions E: j.anderson@sap.com T: +44 7825 833047 T: @collsdad