May, 2012
Managing Multi Channels in the CP Environment Jamie Anderson, Director, Global Solution Marketing
The Good Old Days
Now
4 Confidential
Social Networks are eating the World
Barry Libert, Open Matters
1.3B 1.1B 1.0B
900M+ 330M+ 310M
5 Confidential
Mobile is fuelling the new human consumption model
CITA, Gartner
2012: 327M U.S.
mobile phones
2013: mobile phones most
consumer web access
devices
2015: mobile phones
primary computing
device
Result: Data explosion
2.8 million emails per second*
200+ million tweets per day
24.8 Million Facebook updates per hour
7 Confidential
Customer Service is becoming the new Marketing
“A recent study by Boston-based, Cone inc, discovered that 4 out of 5
consumers reversed purchase decisions based on negative online reviews
regarding products and services”
Blog source: Do you trust Strangers? – B2Community
http://www.business2community.com/content-marketing/10-ways-to-achieve-multichannel-commerce-
part-6-do-you-trust-strangers-0161670
8 Confidential
SAP Social Customer Engagement OnDemand Team-based social media engagement for an
excellent customer experience
Social media listening
Get a prioritized list of important messages
Detect sentiment and keywords
Understand brand-level trends and buzz
Real-time Facebook and Twitter message response
Route, assign and escalate messages
Organize messages with tagging, flagging, favorites
Collaborate among team members
Respond rapidly and consistently with integrated Social
Knowledgebase
Increase efficiency with response templates
Complete social profile and history
Capture the complete social interaction history
View public social profile and message timeline
Determine Social influence
Manage consumer data
Analytics
Embedded charts and dashboards for critical information
Measure team performance and impact with built-in KPIs
Explore messages and people with tag clouds
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B2Community blog: Why every channel (still) counts.
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Yes. On-line matters, but traditional values still hold true
“I like the products they offer” 85% Quality Products
“I know they’re always cheap/reasonably priced” 78% Price
Top 5 factors driving purchasing decisions of online shoppers – PWC study 2011
“Easy to use website” 75% Online Usability
“I like the Store/Brand” 74% Loyalty
“I trust them / I can return items in-store” 68% Trust / Multichannel
The key is to blend these experiences into the overall multi-channel
experience to create true Brand differentiation.
Technology
is Changing
the Game
1 Sirius Decisions , 2 McKinsey Quarterly
70% of selling happens
before the first sales call.
”
“
1
Customers say…what they
really want is a great
experience.
”
“
2
Customers are
Changing the Rules
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Understand your customers’ history, sentiment, preference … and expectations
Make every interaction count, take the opportunity to listen and learn
Deliver on your promises, live your brand
ABC’s of delivering Engaging CRM
Point to Point Integration does not support Differentiating Customer Experiences
Service
Sales
Social
monitoring
Employee
experts
Contracts
Mobile
devices
Business
Intelligence
Marketing
Loyalty
Web Channel
Partners
Order History
Invoices
Collaboration
Customer
Always Be Connected
Inventory
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Coop Videos
22% increase in revenues
41% increase in average order size
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Web Channel Experience Management Next-Generation E-Commerce (B2C and B2B)
New Web Channel Platform: Web 2.0, Extensible, Interactive UI, Web Channel Builder as Configuration Tool, Enhanced Product Catalog
E-Commerce: Enhanced Payment Methods (e.g. PayPal), Quick Check Out
E-Marketing: Personalized Recommendations, Loyalty Management
E-Service: Guided Flows, “My Support” Home Page, Community Management, Knowledge Management (with eGain)
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Three Faces to the Customer: #1 eCommerce
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Three Faces to the Customer: #2 mCommerce
iOS App Web App
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Three Faces to the Customer: #3 fCommerce
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A Single E-Commerce, E-Marketing & E-Service Platform
Web Channel
Managers
Easily set up and manage
your Web presence with
simple, step-by-step Web
site management
Businesses
Leverage powerful and
convenient self-services
& manage all sales and
service interactions from
one place
Consumers
Enjoy quick and easy
online shopping
experiences as well as
consistent experiences
across all touch points
20 Confidential
Join the discussion
http://www.business2community.com/author/jamie-anderson
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© SAP
2010 /
Page
21
Thank you!
Contact
Jamie Anderson
Global Marketing Director
CRM Multi-Channel & eCommerce Solutions
T: +44 7825 833047
T: @collsdad
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