etailcore - customer engagement & commerce experience
DESCRIPTION
Keynote Presentation from eTailCore event in Barcelona - September 3rd 2014. The presentation explores the changing nature of customer engagementTRANSCRIPT
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Engage Customers Like Never Before Customer Engagement & Commerce
Jamie Anderson Global Vice President, Marketing SAP Customer Engagement & Commerce Solutions
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2 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
EXP(dig+phys) +ΔPC
(CI)t bpE + =
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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
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Better Informed
59% of customers are willing to try a new brand to get better customer service.
Digitally Connected
79% of customers spend at least 50% of total shopping time researching products online.
Socially Networked
53% of customers abandoned an in-store purchase due to negative online sentiment.
Empowered Customers
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© 2014 SAP SE or an SAP affiliate company. All rights reserved. 5 Confidential
Generation ‘C’ – the connected generation
This is the dawn of Generation C. Where "C" represents a connected society based on interests and behavior. Gen C is not an age group -- ITS A WAY OF LIFE. - Brian Solis, author and digital analyst
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2.4 BILLION brand-related conversations happen online every day. SOURCE – KELLER FAY GROUP
57% of the buying process is completed before a first interaction with sales. SOURCE – CUSTOMER EXECUTIVE BOARD
86% of customers are willing to pay more for a better customer experience SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
The Traditional Rules are Changing
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© 2014 SAP SE or an SAP affiliate company. All rights reserved. 7 Confidential
Measurable Business Impact
+22% - 46%
SOURCE: FORRESTER RESEARCH 2012
CUSTOMER EXPERIENCE
LEADERS OUT- PERFORM THE LAGGARDS
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THEY ARE INDIVIDUALS WITH SPECIFIC NEEDS – YOU NEED TO LISTEN, UNDERSTAND, AND ENGAGE TO GUIDE THEM THROUGH THEIR JOURNEY
Expectations of the Empowered Customer
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9 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Awareness
Interest
This is no longer your customer’s journey.
Desire
Action
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10 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
DISCOVER NEED
RESEARCH
RECEIVE OFFER
TRACK ORDER
SHOP & 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
DIGITAL ADS
WORD OF MOUTH
SOCIAL
TV
RETAIL STORE
WEB SHOP
REVIEWS
SEARCH KW/ADS
CONTACT CENTER
WEB SHOP
SOCIAL
RETAIL STORE
WEB SHOP
CONTACT CENTER
CONTACT CENTER
RETAIL STORE
CONTACT CENTER
CONTACT CENTER SOCIAL
WORD OF MOUTH
SOCIAL
SUPPORT PORTAL
?
SUPPORT PORTAL
?
BRANDED COMMUNITY
?
Each customer chooses their own adventure.
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11 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
REFER FRIENDS
POST REVIEW
JOIN GROUPS
TRACK ORDER
RECEIVE PACKAGE
MISSING ITEM
SETUP PHONE
BILLING ISSUE
MAKE PAYMENT
PHONE DAMAGE
TERMINATE SERVICE
NETWORK ISSUE
CHANGE ADDRESS
RECEIVE OFFER
DISCOVER NEED
RESEARCH
RECEIVE OFFER
TRACK ORDER
RESTART SERVICE
SHOP & BUY
SHOP & 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
DIGITAL ADS
WORD OF MOUTH
SOCIAL
TV
RETAIL STORE
WEB SHOP
REVIEWS
SEARCH KW/ADS
CONTACT CENTER
WEB SHOP
SOCIAL
RETAIL STORE
WEB SHOP
CONTACT CENTER
CONTACT CENTER
RETAIL STORE
CONTACT CENTER
CONTACT CENTER SOCIAL
WORD OF MOUTH
SOCIAL
SUPPORT PORTAL
?
SUPPORT PORTAL
?
BRANDED COMMUNITY
?
AWARENESS
INTEREST
DECISION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DECISION
USE
Each customer chooses their own adventure.
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12 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
One customer.
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Many journeys.
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14 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Infinite possibilities.
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1st Generation
CUSTOMER RECORD
Departmental / Channel Silos
SERVICE
SALES
MARKETING
COMMERCE
2nd Generation
‘Multi’-channel CRM Suites
CU
STOM
ER R
ECO
RD
SALES & SERVICE
MARKETING
COMMERCE
3rd Generation
Omni-channel Engagement Platform
CONTEXTUAL MARKETING & SERVICE
SALES & COMMERCE
CUSTOMER INTELLIGENCE
PHYSICAL & DIGITAL EXPERIENCE
Evolution from CRM to Engagement
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DELIVER REAL-TIME, CONTEXTUAL, CONSISTENT, AND RELEVANT EXPERIENCES REGARDLESS OF CHANNEL OR DEVICE THROUGHOUT THE CUSTOMER JOURNEY.
Engaging the Empowered Customer
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17 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
EXP(dig+phys) +ΔPC
(CI)t bpE + =
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18 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Feel free to connect with me at : [email protected]
#collsdad
https://www.linkedin.com/in/andersonjamie
© 2014 SAP SE. All rights reserved.
THANK YOU!