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Marketing in an era of customer experience

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In an era of social transparency, marketing has to be less about the "sales cycle" and more about optimizing the end-to-end customer experience. Presentation from smk.si

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Marketing in an era of customer experience

  1. 1. Marketing in An Era of Customer Experience Timo Elliott Global Innovation Evangelist, SAP @timoelliott
  2. 2. RESTART SERVICE RECEIVED OFFER CONTACT CENTER RETAIL STORE ACTION ADVOCACY CONSIDERATION REFER FRIENDS EMAIL SOCIAL WORD OF MOUTH CHANGE ADDRESS POST REVIEW MAKE PAYMENT JOIN GROUPS TRACK ORDER RECEIVE PACKAGE SET UP PHONE MISSING ITEM NETWORK ISSUE FIX ISSUE BILLING ISSUE LOYALTY BONUS SOCIAL CONTACT CENTER SUPPORT PORTAL CONTACT CENTER SOCIAL BRANDED COMMUNITY CONTACT CENTER USE ADVOCACY USE SUPPORT PORTAL WEB SHOP RETAIL STORE WEB SHOP DISCOVER NEED RECEIVE OFFER SHORTLIST BUY WEB TV DIGITAL ADS PRINT SOCIAL SEARCH KW/ADS REVIEWS RETAIL STORE CONTACT CENTER EMAIL AWARENESS INTEREST CONSIDERATION ACTION WEB SITE WORD OF MOUTH WEB SHOP RESEARCH WEB DISCOVERY Optimizing the end-to-end customer journey
  3. 3. 67% of CMOs intend to reassess their strategic direction because of disruptive technological advances Source: Digitalist Magazine @timoelliott
  4. 4. 4© 2017 SAP SE or an SAP affiliate company. All rights reserved. TUI Travel
  5. 5. 5© 2017 SAP SE or an SAP affiliate company. All rights reserved. From CMO to CEO: Chief Experience Officer Rethink what you sell: from selling a product to selling a transformation Rethink your customers: who is struggling with these problems? Focus on the problems: what’s stopping customers from the transformation?
  6. 6. 6© 2017 SAP SE or an SAP affiliate company. All rights reserved. Running Gone Digital “The fitness brands of the future will not just make physical products, but will be embedded in the consumer journey in ways that will help keep people motivated and maximize their enjoyment of sport. By putting together a digital fitness platform and world class physical products, we can build a new kind of fitness brand”
  7. 7. 7© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  8. 8. 8© 2017 SAP SE or an SAP affiliate company. All rights reserved. BENEFITS  Single platform to manage data and analytics capabilities  35% Increase in campaign Opt-Ins  65% response rates in email campaigns
  9. 9. 9© 2017 SAP SE or an SAP affiliate company. All rights reserved. Timo Elliott, SAP Taking the customer experience to the next level with artificial intelligence “Machine learning enables companies to optimize processes and expand top line growth while improving employee engagement and increasing customer satisfaction”
  10. 10. 10© 2017 SAP SE or an SAP affiliate company. All rights reserved.
  11. 11. 11© 2017 SAP SE or an SAP affiliate company. All rights reserved. Self-improving product example SAP CoPilot is an Enterprise Digital Assistant -- what Siri, Alexa, and Cortana are to consumers.
  12. 12. 12© 2017 SAP SE or an SAP affiliate company. All rights reserved. Intelligent Applications for Marketers Customer Retention Insights Service Ticketing Intelligence Service Buzz Clustering Automated Sales Forecast Machine Learning as a Platform Product Recommender
  13. 13. 13© 2017 SAP SE or an SAP affiliate company. All rights reserved. Required: An integrated digital platform for the customer experience Merge, match & enrich Events & interactions Campaign execution in all channels Plan, measure & optimize Contexts, interests & predictions Personalized targeting & orchestration Capturing responses Loyalty data Market data & events Sales & service data Financial data Industry data Social media, mobile, IoT Mobile & social channel Digital channel Personalized commerce Interaction center Lead, opportunity E-mail, sms SAP Hybris
  14. 14. 14© 2017 SAP SE or an SAP affiliate company. All rights reserved. Brand Intelligence!
  15. 15. 15© 2017 SAP SE or an SAP affiliate company. All rights reserved. “Customer experience is the last source of sustainable differentiation and the new competitive battleground” - Gartner 1. Optimize the end to end customer journey 2. Make your products self-improving 3. Good data is the essential foundation Conclusion
  16. 16. Timo Elliott, SAP May 2017 @timoelliott Thank You!

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