eTailCore - Customer Engagement & Commerce Experience

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Use this title slide only with an image Engage Customers Like Never Before Customer Engagement & Commerce Jamie Anderson Global Vice President, Marketing SAP Customer Engagement & Commerce Solutions

description

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

Page 1: eTailCore - Customer Engagement & Commerce Experience

Use this title slide only with an image

Engage Customers Like Never Before Customer Engagement & Commerce

Jamie Anderson Global Vice President, Marketing SAP Customer Engagement & Commerce Solutions

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2 ©  2014 SAP SE or an SAP affiliate company. All rights reserved.

EXP(dig+phys) +ΔPC

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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

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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

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©  2014 SAP SE or an SAP affiliate company. All rights reserved. 5 Confidential

Generation ‘C’ – the connected generation

This is the dawn of Generation C. Where "C" represents a connected society based on interests and behavior. Gen C is not an age group -- ITS A WAY OF LIFE. - Brian Solis, author and digital analyst

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2.4 BILLION brand-related conversations happen online every day. SOURCE – KELLER FAY GROUP

57% of the buying process is completed before a first interaction with sales. SOURCE – CUSTOMER EXECUTIVE BOARD

86% of customers are willing to pay more for a better customer experience SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER

The Traditional Rules are Changing

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©  2014 SAP SE or an SAP affiliate company. All rights reserved. 7 Confidential

Measurable Business Impact

+22% - 46%

SOURCE: FORRESTER RESEARCH 2012

CUSTOMER EXPERIENCE

LEADERS OUT- PERFORM THE LAGGARDS

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THEY ARE INDIVIDUALS WITH SPECIFIC NEEDS – YOU NEED TO LISTEN, UNDERSTAND, AND ENGAGE TO GUIDE THEM THROUGH THEIR JOURNEY

Expectations of the Empowered Customer

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Awareness

Interest

This is no longer your customer’s journey.

Desire

Action

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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

PRINT

DIGITAL ADS

WORD OF MOUTH

SOCIAL

TV

RETAIL STORE

WEB SHOP

REVIEWS

SEARCH KW/ADS

CONTACT CENTER

WEB SHOP

EMAIL

SOCIAL

RETAIL STORE

WEB SHOP

CONTACT CENTER

CONTACT CENTER

RETAIL STORE

CONTACT CENTER

CONTACT CENTER SOCIAL

WORD OF MOUTH

SOCIAL

EMAIL

SUPPORT PORTAL

?

SUPPORT PORTAL

?

BRANDED COMMUNITY

?

Each customer chooses their own adventure.

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11 ©  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

PRINT

DIGITAL ADS

WORD OF MOUTH

SOCIAL

TV

RETAIL STORE

WEB SHOP

REVIEWS

SEARCH KW/ADS

CONTACT CENTER

WEB SHOP

EMAIL

SOCIAL

RETAIL STORE

WEB SHOP

CONTACT CENTER

CONTACT CENTER

RETAIL STORE

CONTACT CENTER

CONTACT CENTER SOCIAL

WORD OF MOUTH

SOCIAL

EMAIL

SUPPORT PORTAL

?

SUPPORT PORTAL

?

BRANDED COMMUNITY

?

AWARENESS

INTEREST

DECISION

ACTION

USE

ACTION

ADVOCACY

ADVOCACY

DECISION

USE

Each customer chooses their own adventure.

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12 ©  2014 SAP SE or an SAP affiliate company. All rights reserved.

One customer.

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Many journeys.

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Infinite possibilities.

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1st Generation

CUSTOMER RECORD

Departmental / Channel Silos

SERVICE

SALES

MARKETING

COMMERCE

2nd Generation

‘Multi’-channel CRM Suites

CU

STOM

ER R

ECO

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

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DELIVER REAL-TIME, CONTEXTUAL, CONSISTENT, AND RELEVANT EXPERIENCES REGARDLESS OF CHANNEL OR DEVICE THROUGHOUT THE CUSTOMER JOURNEY.

Engaging the Empowered Customer

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17 ©  2014 SAP SE or an SAP affiliate company. All rights reserved.

EXP(dig+phys) +ΔPC

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Feel free to connect with me at : [email protected]

#collsdad

https://www.linkedin.com/in/andersonjamie

© 2014 SAP SE. All rights reserved.

THANK YOU!