Re-Defining CRM: It's All About Customer Engagement
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Re-defining CRM It’s all about customer engagement. Volker Hildebrand Jamie Anderson
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Transcript of Re-Defining CRM: It's All About Customer Engagement
Re-defining CRMIt’s all about customer engagement.Volker HildebrandJamie Anderson
XOLD RECIPES DON’T WORK ANYMORE
CUSTOMERS HAVE CHANGED THE RULES OF ENGAGEMENT…
CUSTOMERS ARE CHANGING THE RULES.
TECHNOLOGY IS
CHANGING THE GAME.
WHY “RE-DEFINE” CRM?
MOBILE IS FUNDAMENTALLY CHANGING THE WAY WE LIVE, WORK AND COMMUNICATE
Source : Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update 2014–2019 White Paper
Entire internet traffic in 2000
Mobile internet traffic today
64X
Projected mobile internet traffic in 2016
Projected desktop internet traffic in 2016
58%
This year 55% of sales people will access sales applications exclusively through smart phone and tablets
… and 60% of internet users will opt in mobile customer service as a first option.
“ “
THE LINES BETWEEN PHYSICAL AND DIGITAL EXPERIENCES ARE BLURRING
Source: Google/Millward Brown Digital, “B2B Path to Purchase Study”, 2014
YOUR B2B CUSTOMERS ARE ALSO CHANGING
Final Authority Heavy Influence Some Influence
64%
22%
13%
24% 25%
32%
C-Suite Non C-Suite
81% of non c-suite employees influence purchase decisions.
Source: Google/Millward Brown Digital, “B2B Path to Purchase Study”, 2014
48%18 - 34
24%35 - 44
18%45 - 54
10%55+
72% of influencersare younger than 45
YOUR B2B CUSTOMERS ARE ALSO CHANGING
Source : Gartner, 2014, “Digital Businesses Will Compete and Seek Opportunity in the Span of a Moment.”
Relevant and Personalized
Seamless and Effortless
Anywhere, Anytime, on Any Device
EXPECTATIONS ARE INCREASING
“59% don’t want to interact with a sales rep”Source : Forrester
57%of the way towards making a decision before reaching out to a potential vendor.
THIS IS NO LONGERYOUR CUSTOMER’SJOURNEY.
Awareness
Interest
Desire
Action
SHOP &BUY
RESTARTSERVICE
SHOP &BUY
SHOP &BUY
RECEIVEPACKAGE
MISSINGITEM
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
NETWORKISSUE
CHANGEADDRESS
DISCOVERNEED
REFERFRIENDS
POSTREVIEW
JOINGROUPS
RESEARCH
RECEIVEOFFER
TRACKORDER
BUY RECEIVEPACKAGE
MISSINGITEM
POSTREVIEW
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
JOINGROUPS
NETWORKISSUE
CHANGEADDRESS
RESTARTSERVICE
RECEIVEOFFER
REFERFRIENDS
SHORTLIST
AWARENESS
DISCOVERY
CONSIDERATION
ACTION
ACTION
ADVOCACY
ADVOCACY
CONSIDERATION
USE
INTEREST
USEYOUR CUSTOMER CHOOSES THEIR OWN JOURNEY.
WEB
DIGITAL ADS
WORD OFMOUTH
SOCIAL
RETAILSTORE
WEBSHOP
REVIEWS
CONTACTCENTER
WEBSHOP
SOCIAL
RETAILSTORE
WEBSHOP
CONTACTCENTER
CONTACTCENTER
CONTACTCENTERSOCIAL
WORD OFMOUTH
SOCIAL
SEARCHKW/ADS
WEBSHOP
WEB
TV
BRANDEDCOMMUNITY
SUPPORTPORTAL
SUPPORTPORTAL
RETAILSTORE
CONTACTCENTER
THE NEW RULESSALES MUST ENGAGE TO WIN
Over 1 million fewer B2B sales reps will be employed in 2020 as compared to today.
Source: Forrester 2015
Have complete insight into customer journey from start to end, be better informed and engage at the right point.
Access information and have complete visibility form anywhere, anytime on any device.
Influence and guide the customer journey as a trusted advisor
THE NEW RULESSERVICE IS THE NEW MARKETING (AND SALES)
of customers are willing to spend more with companies who provide superior customer service.
Consistent service experience across channels – mobile first!
Communities, forums, self service is becoming customers first choice
Empower the service rep with full insights and tools to solve the problems in first contact
66%
THE NEW RULESB2C BUYING EXPERIENCE IS THE STANDARD
Google like content search, easy to use product catalog and transparent pricing
Reliable product reviews and rating based on a vibrant user community
Personalized and relevant product recommendation
Fully integrated with backend systems for reliable fulfillment
49%of B2B buyers prefer making work-related purchases on B2C websites.
Source : Accenture 2014
Built for Desktop Mobile First
Multi Channel Omnichannel
Front Office Only Front & Back Office
Contextual and AdaptableCommoditized Processes
Predicting the Future in Real-timeReporting on the Past
Blending Physical & Digital Separating Physical & Digital
FROM CRM TO CEC – A PARADIGM SHIFT Sales, Service, Marketing
“Automation”Marketing + Sales + Commerce
+ Service
OUR VISION
ENABLE OUR CUSTOMERS TO DELIVER CONSISTENT, CONTEXTUAL, AND RELEVANT EXPERIENCES REGARDLESS OF CHANNEL OR DEVICE THROUGHOUT THE CUSTOMER JOURNEY.
PROVIDE THE WORLD’S LEADING OMNICHANNEL CUSTOMER ENGAGEMENT & COMMERCE
SUITE
UPON…
EVERY TOUCH POINT. EVERY CHANNEL. GLOBAL. FLEXIBLE.
A NEXT-GENERATION ENTERPRISESOFTWARE DEVELOPMENT PLATFORM.
CLOUD-READY. SCALABLE. HIGH PERFORMANCE. AGILE. DEVELOPER FOCUSED.
FOR HYBRIS, SAP AND AN EVOLVING ECOSYSTEM BEYOND.
SAP CUSTOMER ENGAGEMENT & COMMERCEOMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM
digital goods emaildigital adsweb In
store/branch
contact center printmobile socialmarketplace Search
kw/adsagent toolsIoT sms/notificatns
@
MARKETING SERVICE SALES
MDM for Customer Engagement and Commerce
COMMERCE
Experience Management
Infrastructure, Platform, Integration
Industries
Real-time Analytics & Predictive
Private Cloud Public Cloud On-Premise
IT’S TIME TO ENGAGE CUSTOMERS LIKE NEVER BEFORE
ServiceCommerce SalesMarketing
SAP CUSTOMER ENGAGEMENT SOLUTIONS
THANK YOU!
© 2015 SAP SE All rights reserved.
