Jamie Anderson - From ”CRM” to theCustomer Managed Relationship
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Transcript of Jamie Anderson - From ”CRM” to theCustomer Managed Relationship
© 2011 SAP AG. All rights reserved. 1
From ”CRM” to theCustomer ManagedRelationship
Jamie AndersonGlobal Vice President, Product & Solutions Marketing Customer Engagement Solutions, SAP
Power ToThe 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
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 uploads48 hrs
new mobile web users217
Wordpress blog posts347
new websites571
Foursquare check-ins2,083
Flickr photos3,125
Instagram photos3,600
Email messages204,167,667
Google queries2,000,000
Facebook shares684,478
Consumers spend$272,070
Twitter tweets100,000
Apple app download47,000
Facebook likes34,722
SOURCE: DOMO, INC.
61,141hours of music uploaded
2.4 BILLION brand-related conversions happen in America 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%
OLD CRM RECIPES NO LONGER WORKWELCOME TO THE AGE OF CUSTOMER ENGAGEMENT
1st Generation CRM
Front OfficeEFFICIENCY
STR
ATEG
ICTA
CTIC
AL
2nd Generation CRM Customer Engagemment
INTERNAL FOCUS
Front OfficeEFFECTIVENESS
CustomerEXPERIENCE
MARKETFOCUS
CUSTOMER ENGAGEMENT
FOCUS ON 1:1
Inside - Out Inside - Out Outside - In
CUSTOMER ENGAGEMENT
19TH CENTURY VS 21ST CENTURY
AWARENESS
INTEREST
DESIRE
ACTION
SHARE RESEARCH
SHOP
PURCHASETRIGGER
EVENT
COMPAREVS
© 2011 SAP AG. All rights reserved. 13
Transit Directions
Personalized Offers
Redemption
Loyalty Integration
Enhance the Rider Experienc
e
ENGAGING THECONNECTED CUSTOMER
GOLD forCustomer Experience
& Engagement
SILVER forUse of Technology
in Loyalty Marketing
WEB MOBILE EMAIL CALLCENTER
MARKET PLACE
INTERNETOF THINGS
CONTACTCENTER
POS MARKETING CHANNELS
DIGITALGOODS
SOCIAL
INDUSTRIES
MARKETING SALES SERVICE COMMERCE
SOCIAL & PREDICTIVE ANALYTICS
HANA AS A PLATFORM
SAP CUSTOMER ENGAGEMENT & COMMERCEOMNI-CHANNEL CUSTOMER ENGAGEMENT
© 2011 SAP AG. All rights reserved. 15
74%of CRM deployments for Sales have poor user adoption.
SOURCE – CHIEF SALES OFFICER INSIGHTS
MANY SALES TOOLS DON’T DO WHAT YOU NEED
© 2011 SAP AG. All rights reserved. 16
• Beautiful User Experience
• Deep Customer Insight
• Flawless Execution
SAP CLOUD FOR SALES
SAP CLOUD FOR SERVICE
SAP CLOUD FOR SOCIAL ENGAGEMENT
SAP CLOUD FOR MARKETING
SAP SOCIAL MEDIA ANALYTICS
BOTH BEAUTY AND BRAINSSAP CLOUD FOR CUSTOMER
SOCIALCONNECT EMPLOYEES AND CUSTOMERS ONLINE
• SOCIAL IN CONTEXTBe social and collaborate in the context of business processes whether on external social media or within your enterprise
• DEEP INSIGHTSUnderstand customers and concepts by turning social media buzz into insight
• SCALABLE ENGAGEMENTGrow your capacity, not your team with powerful tools to manage the scale and speed of social
Krissy EspindolaDirector, 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.
“
”
ObjectiveTake on larger rivals by providing a delightful social media experience
SolutionSAP Social Media Analytics SAP Cloud for ServiceSAP Cloud for Social Engagement
BenefitsMeet 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
Engage at the point of awarenessStop telling, start listeningpredict & influence behavior.Respond quickly.
Guide customers through theirjourney
Understand their needs & desires.Earn advisor status.Help them.
Create loyal brandadvocatesMake every conversation count.Create amazing experiences.Deliver relevant & timely offers.
• 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’S TIME TO
ENGAGE CUSTOMERSLIKE NEVER BEFORE
Service CommerceSales SocialMarketing
Feel free to connect with us at :
@collsdad
© 2013 SAP AG. All rights reserved.
THANK YOU!