engage customers like never before

ENGAGE CUSTOMERS LIKE NEVER BEFORE

ONE CUSTOMER. ONE EXPERIENCE. ONE ENTERPRISE

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

BEYOND TECHNOLOGY – IT’S ABOUT LEADERSHIP – DAVE JONES (Scottish power story)

Digitally Connected 79% of customers spend at least 50% of total

shopping time researching products online

EMPOWERED CUSTOMERS ARE

Socially Networked 53% of customers abandoned an in-store

purchase due to negative online sentiment.

Better Informed 59% of customers are willing to try a new brand

to get better customer service.

Mobility Rich Content Social Apps

WE LIVE IN A WORLD OF DIGITAL IMMERSION

SCREENAGERS THEY ARE NEVER FAR FROM A SCREEN. AND A SCREEN IS NEVER FAR FROM THEM IT SEEMS.

EVANTUBE HD ENGAGING THE BUYERS OF TOMORROW

EVERY MINUTE OF EVERYDAY

of YouTube uploads 48 hrs

new mobile web users 217

Wordpress blog posts 347

new websites 571

Foursquare check-ins 2,083

Flickr photos 3,125

Instagram photos 3,600

Email messages 204,167,667

Google queries 2,000,000

Facebook shares 684,478

Consumers spend $272,070

Twitter tweets 100,000

Apple app download 47,000

Facebook likes 34,722

Source: Domo, Inc.

61,141 hours of music uploaded

2.4 BILLION BRAND-RELATED CONVERSATIONS IN AMERICA EVERYDAY.

THIS CHANGES THE RULE FOR MARKETERS.

IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE.



COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.

57% of the buying process is completed before a first interaction with sales.

86% of customers are willing to pay more for a better customer experience.

CUSTOMER EXPERIENCE LEADERS OUTPERFORM THE LAGGARDS

Over a recent five-year period during which the S&P 500 was flat, a stock portfolio of customer experience leaders grew 22%. During this time, Forrester found that those companies who performed poorest in the Customer Experience Index also performed poorest in terms of stock performance.

Source: Forrester Research 2012

+22% - 46%

71% of customers don’t think companies are doing anything to keep their business.

And the one thing we do know, expectations will continue to rise

19TH CENTURY ENGAGEMENT

Sales & Marketing Funnel

Awareness

Interest

Desire

Action

21ST CENTURY ENGAGEMENT

SHARE RESEARCH

SHOP

PURCHASE TRIGGER EVENT

COMPARE

ENGAGE AT THE POINT OF AWARENESS STOP TELLING, START LISTENING PREDICT & INFLUENCE BEHAVIOR. RESPOND QUICKLY.

GUIDE CUSTOMERS THROUGH THEIR JOURNEY UNDERSTAND THEIR NEEDS & DESIRES. EARN ADVISOR STATUS. HELP THEM.

CREATE LOYAL BRAND ADVOCATES MAKE EVERY CONVERSATION COUNT. CREATE AMAZING EXPERIENCES. DELIVER RELEVANT & TIMELY OFFERS.

89% of CMO respondents said that visioning and strategic thinking is the most important competency for success

Source: Forrester/Heidrick & Struggles Global Evolved CMO Online Survey

© 2013 SAP AG. All rights reserved.

TRANSFORMING MARKETING LEADERS

TO STRATEGIC “GROWTH FACILITATORS”

CREATING THE NEED TO CHANGE THE WAY WE THINK


Existing Mindset

Aspirational Mindset

Viewed as service-provider to stakeholders

Drive growth and champion innovation for their company

- Activity focused

- Helping sales sell

- Highly optimized functional silos

- Outcome focused

- Helping sales sell AND helping our audiences buy

- One high-performance marketing team

Status Quo Innovate

- Cost Center

- B2B/B2C

- Transactions

- Brand

- Push Marketing

- Growth Engine

- P2P

- Relationships

- Corporate Character

- Customer Champion

Source: Forrester, IDC. Corporate Executive Board

CMOS HAVE A CHOICE TO MAKE TO DRIVE OUTCOME CENTRIC MARKETING

CUSTOMER CASE STUDIES

OBJECTIVE Engage with existing customers – provide better user experience, info, value SOLUTION SAP precision retailing BENEFITS Increase customer communication, brand awareness and improve brand image.

STM NEEDED NEW WAYS TO ENGAGE THE CONNECTED CUSTOMER, in order to increase ridership and give customers reasons to take public transit. Cloud-based SAP Precision Retailing helped them connect several hundreds retailers and other venues to their customers in real-time using mobile and in-memory computing to deliver compelling, personalize offers.”

Pierre Bourbonniere, Head of Marketing, STM

AT A GLANCE

ENGAGING THE CONNECTED CUSTOMER

OBJECTIVE Engage the customer in real-time SOLUTION SAP CRM powered by SAP HANA BENEFITS Personalize customer engagement with real-time information

“HSE24, AS LIVE SALES CHANNELS, IS VERY DEPENDENT ON TIME. What we’ve seen is that we can get a complete picture of the customer in seconds – including data coming from new sources like social media. We can now have more detailed analysis of our sales in real-time, and deliver personalized offerings to the customer while he is calling for new cross and up-sell opportunities. We want to continue to grow our sales in new countries. Having one real-time platform will be a key success driver for us to conquer the markets in the future.”

Norbert Paulus EVP Broadcast & IT, HSE24

AT A GLANCE

PERSONALIZING CUSTOMER ENGAGEMENT IN REAL TIME

BENEFITS •  Increase in revenue per year 10-30% •  Real-time insights •  Per player profitability analysis and understand

player behavior •  Increased data volume and processing capabilities to

communicate more personally to individual game players •  Interactive Data analysis leading to improved design thinking

and game planning

“AT BIGPOINT IN THE BATTLESTAR GALACTICA ONLINE GAME, we have more than 5,000 events in the game per second which we have to load in SAP HANA environment and to work on it to create individualized game environment to create offers for them. In the co-innovation project with SAP HANA, using Real Time Offer Management Bigpoint, we hope to increase revenue by 10-13%.”

Claus Wagner, SVP SAP Technology, Bigpoint

AT A GLANCE

DRIVING NEW REVENUE IN REAL-TIME GAMING

+10% increase in revenue per year 5000 events per second loaded into

SAP HANA (not possible before)

OBJECTIVE Take on larger rivals by providing a delightful social media experience SOLUTION SAP Cloud for Social Engagement BENEFITS Meet increasing demand for social media customer service channel without scaling team. Reduced churn.

“OUR ROI IN DOLLARS IS DEFINITELY IN THE MILLIONS. Depending on the scale of your operation and your programs, the ROI is at least ten million dollars in opportunity.”

Krissy Espindola Director, Knowledge Management

& Social Customer Support

AT A GLANCE

SOCIAL CUSTOMER ENGAGEMENT

KEY TAKEAWAYS

DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt.

- Brian Solis

CRM IS A JOURNEY- A LONG AND WINDING ROAD

CRM MUST EVOLVE CMR?

Close the execution gap from analysis through

insight to action…

…customers are in control and are changing the rules

of engagement

Future of engagement Power of the customer

You’ve got to start with the CUSTOMER EXPERIENCE and work back toward the technology.

- Steve Jobs

about.me/nicholask71

Feel free to connect with me at : [email protected]

#nicholask71

http://sg.linkedin.com/in/nicholaskontopoulos


THANK YOU!

© 2013 SAP AG. All rights reserved.

No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be changed without prior notice.

Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors.

National product specifications may vary.

These materials are provided by SAP AG and its affiliated companies ("SAP Group") for informational purposes only, without representation or warranty of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Group products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty.

SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Please see http://www.sap.com/corporate-en/legal/copyright/index.epx#trademark for additional trademark information and notices.

engage customers like never before

Business