1.
Marketing in An Era of
Customer Experience
Timo Elliott
Global Innovation Evangelist, SAP
@timoelliott

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.
67% of CMOs intend to reassess their strategic
direction because of disruptive technological advances
Source: Digitalist Magazine
@timoelliott

4.
4© 2017 SAP SE or an SAP affiliate company. All rights reserved.
TUI Travel

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© 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© 2017 SAP SE or an SAP affiliate company. All rights reserved.

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© 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© 2017 SAP SE or an SAP affiliate company. All rights reserved.

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© 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© 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© 2017 SAP SE or an SAP affiliate company. All rights reserved.
Brand Intelligence!

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.
Timo Elliott, SAP
May 2017
@timoelliott
Thank You!