eTailCore - Customer Engagement & Commerce Experience

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    19-Jun-2015
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Keynote Presentation from eTailCore event in Barcelona - September 3rd 2014. The presentation explores the changing nature of customer engagement

Transcript of eTailCore - Customer Engagement & Commerce Experience

  • 1. Engage Customers Like Never BeforeCustomer Engagement & CommerceUse this title slide only with an imageJamie AndersonGlobal Vice President, MarketingSAP Customer Engagement & Commerce Solutions

2. (CI)t + bpEEXP(dig+phys)+PC= 2014 SAP SE or an SAP affiliate company. All rights reserved. 2 3. Power ToThe People and the Left Wing talk about giving thepower to the people you knowanybodyknows that the people have the power. Allwe need to do is awaken the power in thepeople. People are unaware, its liketheyre not educated to realise that theyhave the power. John Lennon, 1969 4. 59% of customers are willing to trya new brand to get bettercustomer service.Better InformedEmpowered Customers79% of customers spend at least50% of total shopping timeresearching products online.Digitally Connected53% of customers abandoned anin-store purchase due tonegative online sentiment.Socially Networked 5. Generation C the connected generationThis is the dawn of Generation C.Where "C" represents a connectedsociety based on interests andbehavior. Gen C is not an age group-- ITS A WAY OF LIFE.- Brian Solis, author and digital analyst 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 5 6. The Traditional Rules are Changing2.4 BILLION brand-related conversations happen online every day.SOURCE KELLER FAY GROUP57% of the buying process is completed before a first interaction with sales.SOURCE CUSTOMER EXECUTIVE BOARD86% of customers are willing to pay more for a better customer experienceSOURCE AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER 7. Measurable Business Impact+22%- 46%CUSTOMEREXPERIENCELEADERSOUT- PERFORMTHE LAGGARDSSOURCE: FORRESTER RESEARCH 2012 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 7 8. Expectations of the Empowered CustomerTHEY ARE INDIVIDUALSWITH SPECIFIC NEEDS YOU NEED TO LISTEN,UNDERSTAND, ANDENGAGE TO GUIDE THEMTHROUGH THEIRJOURNEY 9. ActionDesireInterestThis is no longeryour customersjourney.Awareness 2014 SAP SE or an SAP affiliate company. All rights reserved. 9 10. PRINTDISCOVERNEEDDIGITAL ADSWORD OFMOUTHRESEARCHRECEIVEOFFERWEBSHOPTRACKORDEREMAILCONTACTCENTERSHOP &BUYRECEIVEPACKAGEMISSINGITEMSOCIALPOSTREVIEWSETUPPHONE?SUPPORTPORTALCONTACTCENTERBILLINGISSUECONTACTCENTERMAKEPAYMENTPHONEDAMAGETERMINATESERVICEJOINGROUPS?BRANDEDCOMMUNITYNETWORKISSUECHANGEADDRESSCONTACTCENTERRESTARTSERVICERECEIVEOFFERRETAILSTOREREFERFRIENDSWEBWORD OFMOUTHSOCIALTVRETAILSTOREWEBSHOPREVIEWSSEARCHKW/ADSRETAILSTOREWEBSHOP?SUPPORTPORTALCONTACTEach customerchooses their own adventure.SOCIAL CENTERSOCIALEMAIL 2014 SAP SE or an SAP affiliate company. All rights reserved. 10 11. ACTIONRETAILSTOREDECISIONREFERFRIENDSUSECONTACTCENTERRESTARTSERVICERECEIVEOFFERAWARENESSPRINTDISCOVERNEEDDIGITAL ADSWORD OFMOUTHRESEARCHRECEIVEOFFERDECISIONWEBSHOPTRACKORDEREMAILCONTACTCENTERSHOP &BUYRECEIVEPACKAGEMISSINGITEMSOCIALPOSTREVIEWSETUPPHONE?SUPPORTPORTALCONTACTCENTERBILLINGISSUECONTACTCENTERMAKEPAYMENTADVOCACYPHONEDAMAGETERMINATESERVICEJOINGROUPS?BRANDEDCOMMUNITYNETWORKISSUECHANGEADDRESSREFERFRIENDSWEBWORD OFMOUTHSOCIALTVRETAILSTOREWEBSHOPREVIEWSSEARCHKW/ADSRETAILSTOREWEBSHOP?SUPPORTPORTALCONTACTEach customerchooses their own adventure.SOCIAL CENTERSOCIALEMAILINTERESTACTIONUSEADVOCACY 2014 SAP SE or an SAP affiliate company. All rights reserved. 11 12. One customer. 2014 SAP SE or an SAP affiliate company. All rights reserved. 12 13. Many journeys. 2014 SAP SE or an SAP affiliate company. All rights reserved. 13 14. Infinite possibilities. 2014 SAP SE or an SAP affiliate company. All rights reserved. 14 15. 1st GenerationMARKETINGSALESCOMMERCESERVICECUSTOMER RECORDDepartmental /Channel Silos2nd GenerationMARKETINGMulti-channelCRM SuitesCUSTOMER RECORDSALES &SERVICECOMMERCE3rd GenerationCONTEXTUALMARKETING &SERVICESALES &COMMERCEPHYSICAL &DIGITAL EXPERIENCECUSTOMERINTELLIGENCEOmni-channelEngagement PlatformEvolution from CRM to Engagement 16. Engaging the Empowered CustomerDELIVER REAL-TIME,CONTEXTUAL,CONSISTENT, ANDRELEVANT EXPERIENCESREGARDLESS OFCHANNEL OR DEVICETHROUGHOUT THECUSTOMER JOURNEY. 17. (CI)t + bpEEXP(dig+phys)+PC= 2014 SAP SE or an SAP affiliate company. All rights reserved. 17 18. THANK YOU!Feel free to connect with me at :j.anderson@sap.com#collsdadhttps://www.linkedin.com/in/andersonjamie 2014 SAP SE. All rights reserved. 2014 SAP SE or an SAP affiliate company. All rights reserved. 18