The Customer Revolution or Evolution? Presented @ CRM Evolution
23
Engage Customers Like Never Before Because the Journey Matters Dr. Volker G. Hildebrand Global Vice President SAP Customer Engagement Solutions
description
Is it a Revolution or Evolution? That's up for debate. But IT IS the Age of the Digitally Empowered Customers --who are Digitally Connected, Socially Networked, and Better Informed than ever before. Therefore, the customer journey no longer linear dictated by organizations. Rather EVERY JOURNEY of the empowered customers are UNIQUE, and EVERY POINT OF ENGAGEMENT ALONG THE WAY matters. It’s time to change the game and Engage Customers Like Never Before. Across every touch-point, every channel – spanning the physical and the digital domains. Guide the journey and develop advocates. Are you ready?
Transcript of The Customer Revolution or Evolution? Presented @ CRM Evolution
Engage Customers Like Never Before Because the Journey Matters
Dr. Volker G. Hildebrand Global Vice President SAP Customer Engagement Solutions
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 2 Confidential
1964
Many things have changed in the last 50 years…
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 3 Confidential
Today
Music has changed in the last 50 years…
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 4 Confidential
The way we consume and experience music has changed…
THEN NOW
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 5 Confidential
Because technology has changed…
THEN NOW
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 6 Confidential
…entering almost every area of our lives
THEN NOW
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 7 Confidential
…and the way we use and experience technology has changed
THEN NOW
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
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
THEY ARE INDIVIDUALS WITH SPECIFIC NEEDS – YOU NEED TO LISTEN, UNDERSTAND, AND ENGAGE TO GUIDE THEM THROUGH THEIR JOURNEY
Expectations of the Empowered Customer
12 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Awareness
Interest
This is no longer your customer’s journey.
Desire
Action
13 © 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.
14 © 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.
15 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
One customer.
16 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Many journeys.
17 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
Infinite possibilities.
1st Generation
CUSTOMER RECORD
Departmental / Channel Silos
SERVICE
SALES
MARKETING
COMMERCE
2nd Generation
‘Multi’-channel CRM Suites
CU
ST
OM
ER
RE
CO
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
DELIVER REAL-TIME,
CONTEXTUAL,
CONSISTENT, AND
RELEVANT
EXPERIENCES
REGARDLESS OF
CHANNEL OR DEVICE
THROUGHOUT THE
CUSTOMER JOURNEY.
Engaging the Empowered Customer
Experience Management
Commerce Marketing Service Sales
MDM for Customer Engagement & Commerce (product, customer, order)
Infrastructure, Platform, Integration
WEB MOBILE IN STORE/ BRANCH
CONTACT CENTER
DIGITAL GOODS
MARKETPLACE INTERNET OF THINGS
SOCIAL SMS/ NOTIFICATNS
SEARCH KW/ADS
DIGITAL ADS EMAIL PRINT AGENT TOOLS
SAP Customer Engagement & Commerce
Powered by SAP HANA
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 21 Confidential
Transit Directions
Personalized Offers
Redemption
Loyalty Integration
Enhance the Rider
Experience
ENGAGING THE CONNECTED CUSTOMER
GOLD for
Customer Experience & Engagement
SILVER for
Use of Technology in Loyalty Marketing
Krissy Espindola Director, Social Customer Support
Looking at our results with social engagement, the ROI is tremendous. We are getting a 94% resolution rate as compared to our usual 11-12%. We are seeing tremendous ROI servicing our customers on social using these tools.
“
”
Jean-Marc Duvoisin, CEO, Nestlé Nespresso SA
Nespresso maintains a direct dialogue with our consumers and Club Members. Worldwide they interact with us through an array of consumer contact points. SAP allows us to focus on delivering the ultimate coffee experience to our consumers.
“ ”
24 © 2014 SAP SE or an SAP affiliate company. All rights reserved.
• The right insight at the right time
• Across every touch-point, every channel
• Integrated to your enterprise
• With an experience that drives results
SAP CUSTOMER ENGAGEMENT SOLUTIONS FOR:
IT’S TIME TO
ENGAGE CUSTOMERS LIKE NEVER BEFORE
THE ENTIRE CUSTOMER JOURNEY
Service Commerce Sales Social Marketing
