david moore - customer engagement and commerce: the evolution of crm
TRANSCRIPT
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CONFIDENTIAL
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.
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
2.4 BILLION brand-related conversions happen online everyday.
THIS CHANGES THE RULES FOR MARKETERS
SOURCE – KELLER FAY GROUP
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
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
CUSTOMER EXPERIENCE LEADERS OUT PERFORM THE 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%
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
DIGITAL ADS
WORD OF MOUTH
SOCIAL
TV
RETAIL STORE
WEB SHOP
REVIEWS
SEARCH KW/ADS
CONTACT CENTER
WEB SHOP
SOCIAL
RETAIL STORE
WEB SHOP
CONTACT CENTER
CONTACT CENTER
RETAIL STORE
CONTACT CENTER
CONTACT CENTER SOCIAL
WORD OF MOUTH
SOCIAL
SUPPORT PORTAL
?
SUPPORT PORTAL
?
BRANDED COMMUNITY
?
AWARENESS
INTEREST
CONSIDERATION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DECISION
USE
We choose our own adventure
SAP Customer Engagement Solutions Line of Business Functionality
SOCIAL MARKETING SERVICE SALES INDUSTRY CLOUDS
SAP Customer Engagement Solutions Delivering Deep Insights, Great Experiences, and Flawless Execution
PREDICTIVE ANALYTICS
HANA CLOUD PLATFORM
INDUSTRIES
SALES SERVICE COMMERCE MARKETING SOCIAL
WEB SOCIAL CHANNELS
POS CONTACT CENTER
DIGITAL GOODS MOBILE INTERNET OF THINGS
CONTENT CENTER
MARKET PLACE
EMAIL MARKETING CHANNELS
Real-Time Analytics • Dashboards & forecasting • Configurable custom reports • Account 360 • Mash-ups with SAP BW & Business Objects
SELL LIKE THE BEST AND ENGAGE TO WIN ENABLING THE STRATEGIC SELLER
Opportunity Management & Insight • Easy Lead, Opportunity & Activity Tracking • Guided Selling, tailored sales methodology • Competitor Insight
Groupware Integration • Full-Featured with 2-way
Sync • Support for Microsoft
Outlook, Google Gmail, & Lotus Notes
Account Management & Intelligence • Fast Account & Contact Updates • 360 Customer Intelligence
Integration • Pre-built enterprise integration to SAP ERP,
SAP CRM, SAP JAM, InsideView, Xactly and more
• Supports Mashups for easy web integration
Productivity & Personalization • Flags • Tags • Shelf
Collaboration & Social • Feeds, Followers and @mentions • Internal, Customers, Partners • Deal Sites • Social Selling
• Quick Creates • User-Defined Fields • Workflow
Mobile • Complete mobile apps, no extra cost • Support for iPad, iPhone, Blackberry & Android
SAP CLOUD FOR CUSTOMER POWERS LEADING BRANDS ACROSS INDUSTRIES
MANUFACTURING CONSUMER PRODUCTS & LIFE
SCIENCES
RETAIL & WHOLESALE
HIGH TECH & TELCO
MEDIA, SPORTS ENTERTAINMENT,
TRAVEL
SERVICES & PUBLIC SECTOR
The image part with relationship ID rId9 was
AT A GLANCE Objective Equip sales teams to engage with new customers and penetrate new markets while managing increasing customer and buying process complexity.
Solution SAP Cloud for Sales Retail Execution
Benefits More effective activity planning and visit execution with the ability to take orders and execute trials on the spot. Better lead, account, and pipeline management.
Jean-Marc Duvoisin CEO, Nestlé Nespresso SA
Nespresso maintains a direct dialogue with our consumers and Club Members. Worldwide they interact with us through an array of consumer contact points. SAP Cloud for Sales allows us to focus on delivering the ultimate coffee experience to our consumers.
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Pierre Bourbonnière Head of Marketing
At STM our marketing objectives are to generate additional ridership and non-fare revenue. To do this we realised we needed to engage better with our existing customers and provide a better user experience, information, and value.
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Objective Transform STM’s one-to-one marketing strategy to drive loyalty and improve the customer experience through fare and route advice, and geo-localized partner rewards.
Solution SAP Precision Marketing
Benefits Increased fare revenue from greater ride frequency and non-fare revenue from partner ecosystem
AT A GLANCE
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.
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Objective Take on larger rivals by providing a delightful social media experience
Solution SAP Social Media Analytics by NetBase 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.
AT A GLANCE
► Facilitate seamless, end-to-end business processes across CRM and ERP (incl. risk management, cash flow forecasting…) ► Improve data quality across lead-to-cash process (while ensuring highest level of data security) ► Drive CRM tool adoption through an advanced user interface, mobile enablement and data enrichment
BETTER ENGAGE WITH CLIENTS AROUND THE GLOBE WITH SAP CLOUD FOR SALES AND SAP CRM à Single instance for 60,000 users in 100+ countries to enable global opportunity, contact, activity and relationship mgmt.
Boston Scientific
► Support entire day-to-day business (account & contact management, lead identification, opportunity & ‘project’/bid mgmt.) ► Flexible solution to adapt to diverse selling models & provide real-time insight into customers (ECC, CRM, BW) ► Drive sales efficiency and effectiveness through an advanced user interface and mobile enablement (all iPad)
IDENTIFY SALES OPPORTUNITIES & BETTER ENGAGE WITH CUSTOMERS WITH SAP CLOUD FOR SALES à Single instance for 5,000+ users globally to enable entire day-to-day business of sales reps