Live Virtual Master Class: How marketers should respond to the changing demands of customers

PUBLIC
30 August 2018
10:30 IST/13:00 SGT/15:00 AEST
LIVE Virtual Master Class:
How customers change and marketers should react!

2PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Meet the panelist
Bernard Chung
Head of Product Marketing,
Marketing Cloud
SAP Customer Experience

Meet the panelist
Vincent Vergara
SAP Marketing Cloud Expert,
CX & Martech Agency Business
Leader, APJ

Meet the moderator
Rita Marini
Sr. Director & Head of GTM
Program, APJ & Greater China

Some housekeeping information before we start…

More informed and fluid;
increased access to
information
from brand-directed content, as
well as third-party sources
Heightened expectations
across all touchpoints
from brands that may or not be
in their industry.
Increased demand for the
convenience offered by
a mobile-first
digital presence
Challenges that brands see when it comes to today’s customers:

#1 Increased demand for the convenience offered by a mobile-first digital
experience

Bernard, can you expand
on this and why this is such
a challenge faced by most
businesses?

When it comes to
building a
differentiating
customer experience, a
robust mobile presence
is more than a feature –
it is a requirement.
Mobile-First
Presence

Do you think this is a larger
challenge for brands in
certain industries?

Vincent, how can “traditional” brands
deal with disruptors or challenger
brands that might have been created
with a digital-first presence in mind?

SAP Response:
Palladium Hotel Group Leverages
IOT to Deliver Convenience
Mobile-First
Presence

#2 Heightened customer expectations across all touchpoints from brands
that may or may not be in their industry

Bernard, what are you
seeing with heightened
expectations, what are
customers looking for?

We are seeing brands
willing to develop an
understanding of how other
industries may be
addressing challenges, as
well as how those industries
integrate lessons learned.
Heightened
Expectations

Vincent, in the age of Apple and
Amazon, do you think brands should
try and become the next Apple or
Amazon, or is it more realistic and/
beneficial for brands to understand
their own unique brand identity?

What is one thing you could suggest
to a brand looking to improve their
customer loyalty strategy & become
competitive with the larger brands in
their industry or other industries?

18CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Utilize real-time contexts to deliver the best customer experiences
Individual-based personalization requires contextual insights
The customer
What they have done
What they may do
What they are doing now
Explicit
Implicit
In-the-moment
individualization
Presentation of
relevant content across
all touch points
BUY

SAP Response:
Home Shopping Europe 24
Increasing marketing responsiveness
to meet customer expectations
Heightened
Expectations

#3 More informed and fluid customers; increased access to information from
brand-directed content and messaging, as well as third-party sources.

How can/should a brand
keep up with more
informed customers?

With the explosion of the
e-commerce
marketplace, customers
are now armed with
information regarding
every detail of a product,
competitive entities that
offer it, and similar
wares.
More Informed
Customers

How can brands embracing this trend
and working to educate customers
more on their own through blogs,
forums, videos, or other methods?

SAP Response:
San Jose Sharks Running
Intelligent Marketing
More Informed
Consumers

25INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Customer Experience commissioned a survey in January 2018,
reaching out to 8,000 consumers across APAC, learning about their:
SAP Consumer Propensity Report APAC 2018
Online shopping habits
Purchase motivations
Shopping cart interactions
Features wish list

A need for contextual marketing:

56%
Discount/ promotion
notification
37%
Discounts with additional
purchase notification
26%
Timely response to queries
about the item
Consumers want to see more of these from brands:

56%
Easy exchange via free return
labels or nearby lockers
51%
Comparison tools to compare prices
and specifications of products within
the same website
40%
A physical store that they can go
to test or try out products
39%
Virtual or augmented reality technologies
to help shoppers picture how the product
will look like in real life
36%
Different types/ sizes of the same
product to try on and return
And these...

Many organisations still struggle to create connected,
personalised, and engaging experiences. Brands need a
complete intelligent customer experience enterprise
that provides a real-time, 360-degree view of the individual
customer.
GET THE FULL REPORT HERE
cx.sap.com/consumer-report2018

#4 External factors beyond direct control, such as market forces,
government regulation, privacy concerns, and lack of infrastructure, create
obstacles.

Marketers not only have to
keep track of new technology,
disparate data sources, and a
growing competitive set in a
hugely disruptive market, they
are now tasked with
understanding external forces
beyond their control.
External Forces

SAP Response:
Increase demand for data protection and
privacy is an opportunity to win customer
trust
External Forces

What does a perfect
marketing experience look
like?

Contact information:
Rita Marini
Sr. Director & Head of GTM Marketing, APJ & GC
Rita.marini@sap.com
+65 965 33 151
Thank you.

Live Virtual Master Class: How marketers should respond to the changing demands of customers

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Live Virtual Master Class: How marketers should respond to the changing demands of customers