2. 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
3. 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.
4. They are now armed to the teeth.
Customers Are
No Longer Passive
5. 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
8. 57%
of the buying process is completed
before a first interaction with sales.
SOURCE – CUSTOMER EXECUTIVE BOARD
IT CREATES A NEW KIND OF
THINKING AROUND SALES
9. 86%
of customers are willing to pay
more for a better customer
experience
SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
AND RAISES THE STAKES FOR
CUSTOMER SERVICE
10. CUSTOMER
EXPERIENCE LEADERS
OUT PERFORMTHE 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%
11. OLD CRM RECIPES NO LONGERWORK
WELCOME TO THE AGE OF CUSTOMER ENGAGEMENT
1st Generation CRM
Front Office
EFFICIENCY
STRATEGICTACTICAL
2nd Generation CRM Customer Engagemment
INTERNAL
FOCUS
Front Office
EFFECTIVENESS
Customer
EXPERIENCE
MARKET
FOCUS
CUSTOMER
ENGAGEMENT
FOCUS ON 1:1
Inside - Out Inside - Out Outside - In
12. CUSTOMER ENGAGEMENT
19TH CENTURY VS 21ST CENTURY
AWARENESS
INTEREST
DESIRE
ACTION
SHARE RESEARCH
SHOP
PURCHASE
TRIGGER
EVENT
COMPARE
VS
14. WEB MOBILE EMAIL CALL
CENTER
MARKET
PLACE
INTERNET
OF THINGS
CONTACT
CENTER
POS MARKETING
CHANNELS
DIGITAL
GOODS
SOCIAL
INDUSTRIES
MARKETING SALES SERVICE COMMERCE
SOCIAL & PREDICTIVE ANALYTICS
HANA AS A PLATFORM
SAP CUSTOMER ENGAGEMENT & COMMERCE
OMNI-CHANNEL CUSTOMER ENGAGEMENT
17. SOCIAL
CONNECT EMPLOYEES AND CUSTOMERS ONLINE
• SOCIAL IN CONTEXT
Be social and collaborate in the context of
business processes whether on external social
media or within your enterprise
• DEEP INSIGHTS
Understand customers and concepts by turning
social media buzz into insight
• SCALABLE ENGAGEMENT
Grow your capacity, not your team with powerful
tools to manage the scale and speed of social
18. Krissy Espindola
Director, Knowledge Management & 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.
“
”
Objective
Take on larger rivals by providing a delightful
social media experience
Solution
SAP Social Media Analytics
SAP Cloud for Service
SAP Cloud for Social Engagement
Benefits
Meet increasing demand for social media
interaction without scaling team. Reduced
churn. More cost-effective customer acquisition
with marketing messages based on social buzz.
ATAGLANCE
19. Engage at the point
of awareness
Stop telling, start listening
predict & influence behavior.
Respond quickly.
22. • The right insight at the right time
• Specific to your industry
• Integrated to your enterprise
• With an experience that drives results
SAP CUSTOMER ENGAGEMENT SOLUTIONS:
IT’STIMETO
ENGAGE CUSTOMERS
LIKE NEVER BEFORE
Service CommerceSales SocialMarketing
Technology has given power to the people…
And as we consider these key drivers…the one thing that stands out is that these technological innovations have created a seizmic shift in balance in the relationship between the customer (or consumer) and the Brand. Technology has placed the customer in control of the conversation, and in control of the relationship.
New York City – Bob Gruehn
Here as we discuss the Evolution of CRM – different context but the lesson has been learned – and the technology has enabled.
The convergence of these forces (Social, Mobile, Big Data, and Cloud) has empowered customers and put them in control of the conversation.
Customers are Digitally Connected, Socially Networked, and Better informed than ever before.
From a CRM perspective the pendulum of control has swung. We no longer talk about Customer Relationship Management but increasingly about the ‘Customer-Managed Relationship’. That’s why at SAP we believe it is simply time to ‘engage customers like never before’.
[Talk track:]
Todays customers are no longer passive and are now armed to the teeth – think about it you or I are today our own Multi Media empires that can launch amogedon on any brand that wrongs us – its enough to give the most experienced PR person grey hair…
Companies today however are trying to address this issue of the customer being in control against a constantly changing backdrop.
For many this is more than a ‘Big problem’ – it’s a Big Data problem.
Think about it, in the minute or so that it take you to read this slide - EVERY MINUTE OF EVERY DAY, not EVERY DAY, every minute.
YouTube users will have uploaded 48 HOURS of new rich media content
Google has already processed over 2M new search queries AND
Instagram users will have shared some 3,600 pictures of their largely boring lives
Aside from creating a virtual mountain of new information for us to mine, what else does this tell us…
Getting the attention of their customers is a major issue for LoB buyers.
Customers are becoming increasingly adept at filtering out the noise around them. They are constantly bombarded with news, emails, and offers and have developed a very short attention span for things that do not.
When companies get that attention, they need to be relevant, or else the Customer just checks out and moves onto the next thing.
Source – Keller Fay Group @ http://www.kellerfay.com/news-events/brands-mentioned-3bn-times-a-day-in-us/
This changes the rules for Marketers.
These are conversations NOT ‘mentions’ on social media but real conversations.
The problem for marketers today is that they are very rarely participants in those conversations happen peer-to-peer between customers and exclude any opportunity for them to influence the conversation.
Marketers need to rethink how to better engage their audiences with reach, relevance, and scale.
Source – Customer Executive Board @ http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html
Think about it – most customers now walk into a sales situation with more than a rudimentary knowledge of the product or service that they are interested in purchasing, and this is true regardless of B2B or B2C.
The democratization of information and the ability for customers to consume it literally with the swipe or tap of a screen through ubiquitous mobile and social platforms means that a new kind of thinking is required around sales.
Sellers need to increasingly understand how they can facilitate a ‘buying journey’, making it easy for a customer rather than forcing them to jump through hoops and fill out forms before they receive their goods or services.
Source – American Express Global Customer Barometer @ http://about.americanexpress.com/news/docs/2011x/axp_2011_csbar_us.pdf (Slide 10)
And this is a key statistic.
Do you still think that Customer Service is a ‘cost centre’ for your business? Really?
Aside from differentiating from the competition, todays customers are telling us that there is demonstrable VALUE in providing better levels of service than your competitors.
[Talk track]
The good news is that crafting a great Customer Experience is becoming an increasingly valuable asset for the brand.
Each year Forrester research run a study, like a mystery shopping exercise, where they evaluate the Customer Experience across a range of customer-facing channel at some of the worlds largest companies. What they consistently find is that the stock performance of those companies whose customer experience ranks the highest, on average, performs significantly better than those companies whose customer experience ranks poorly.
A convenient coincidence, I think not.
Welcome to the age of Customer Engagement.
Old CRM recipes no longer work.
The traditional focus of CRM (Sales Force Automation being the classic niche play) is no longer enough to satisfy the demands of a customer-driven market. The fundamental shift is in understanding that ‘Inside-Out’ driven behaviour may make your business more efficient, even more effective in the front-office, BUT the real game is in focusing on the overall customer experience and architecting solutions from the ‘outside-in’ mapping the enterprise world to the customer buying journey.
And that’s where SAPs 5 category strategy (Marketing, Sales, Service, Social, and Commerce) for the Line of Business Customer come in. Only SAP can help our customers engage their customers like never before, focus on the overall customer experience, and change the game in their markets.
But let me now ask Joe to explain in a little more detail and bring this to life – [Chalk & Talk]
Customer | Société de transport de Montréal commonly referred to as (STM or Montreal’s Transit Authority) is North America’s 4th largest public transit organization with approximately 1.2 million riders a day via bus and subway.
Objective | Generate additional revenue from increased ridership fares and other sources such as subway concessions and advertising partners
Solution | Launch an innovative loyalty program – based on an iPhone app called STM Merci – that delivers geo-localized, real-time, relevant and compelling offers from local and national merchants partners straight to passengers’ mobile devices. Riders easily redeem offers and then get transit directions directly from the app. The app leverages SAP Precision Marketing to drive the personalization of the entire experience.
App | Download the app (iOS) - https://itunes.apple.com/ca/app/stm-merci/id634024345?l=fr&ls=1&mt=8
Other | Watch the 2-minute customer testimonial to get a quick understanding of STM and why they chose SAP - http://www.youtube.com/watch?v=tBIJ_Rcva_Y&list=PLc6mBxoHzYUYFfkvmcW5M3rTotvooSd8l
[Talk track:]
MOST traditional sales tools today were built for an age which pre-dates two very important innovations. Consumer mobile adoption & social technologies…
And to compound all of this, your current sales tools have let you down. Your sales organization isn’t using them. Research shows that 74% of CRM deployments for Sales have poor user adoption. Even many of the cloud sales tools in use today were developed in the late 90’s and are now outdated.
They weren’t designed to help your sellers sell effectively and weren’t designed for the way you and your sellers work and sell today.
They weren’t designed to help your sellers understand today’s empowered buyer, to engage them earlier in the buying process with new insights and new ways to uniquely address their challenges. It takes a
new approach to selling and a new set of tools to win the heart and mind of today’s empowered customers.
Source: Chief Sales Officer Insights
[Talk track:]
Thank you Nayaki – this is awesome, game-changing, this is more than analytics, this is turning insight into action – nobody else can do this…
Emphasize the predictive analytics capabilities.
Unlike other cloud-based sales applications, SAP Cloud for Sales packs both beauty and brains so that your sellers to know your customers, sell like the best and engage to win. It provides modern SFA with native social collaboration and stands-out from the competition with its:
Beautiful, consumerized user experience that makes deal tracking easy and is designed for the way sales reps work today
Deep customer insight to make every interaction meaningful
Flawless execution with complete mobile apps and last mile deal orchestration through pre-built SAP ERP/CRM integration
Industry editions – Consumer Products Retail Execution available today, additional industry editions planned for 2014
2 very distinct facets – social from a business process collaboration perspective and social from a customer engagement perspective, and we want to tell 2 stories that emphasize the power and the difference of each approach.
To really engage your customers, don’t just tell them why they should buy your products. Instead, reach out to potential buyers, listen to their needs and desires, and respond quickly to questions. When you engage with customers earlier, you can influence buying decisions, create amazing experiences that drive brand advocacy, and guide them through the entire buying process.
To really engage your customers, don’t just tell them why they should buy your products. Instead, reach out to potential buyers, listen to their needs and desires, and respond quickly to questions. When you engage with customers earlier, you can influence buying decisions, create amazing experiences that drive brand advocacy, and guide them through the entire buying process.
Summary:
The world has changed, traditional CRM sales-based applications are no longer enough to meet the engagement needs of todays sophisticated B2B and B2C customer.
That’s why at SAP we believe it’s simply time to ‘Engage Customers like never before’ by delivering
The right insight at the right time
Specific to your industry
Integrated to your enterprise
With an experience that drives results
Across the five pillars of Marketing, Service, Sales, Social, and Commerce