crm evolution or revolution?

23
Engage Customers Like Never Before Because the Journey Matters Dr. Volker G. Hildebrand Global Vice President SAP Customer Engagement Solutions

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Page 1: CRM Evolution or Revolution?

Engage Customers Like Never Before Because the Journey Matters

Dr. Volker G. Hildebrand Global Vice President SAP Customer Engagement Solutions

Page 2: CRM Evolution or Revolution?

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

1964

Many things have changed in the last 50 years…

Page 3: CRM Evolution or Revolution?

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 3 Confidential

Today

Music has changed in the last 50 years…

Page 4: CRM Evolution or Revolution?

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 4 Confidential

The way we consume and experience music has changed…

THEN NOW

Page 5: CRM Evolution or Revolution?

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

Because technology has changed…

THEN NOW

Page 6: CRM Evolution or Revolution?

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 6 Confidential

…entering almost every area of our lives

THEN NOW

Page 7: CRM Evolution or Revolution?

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

…and the way we use and experience technology has changed

THEN NOW

Page 8: CRM Evolution or Revolution?

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

Page 9: CRM Evolution or Revolution?

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

Page 10: CRM Evolution or Revolution?

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

Expectations of the Empowered Customer

Page 11: CRM Evolution or Revolution?

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

Awareness

Interest

This is no longer your customer’s journey.

Desire

Action

Page 12: CRM Evolution or Revolution?

13 © 2014 SAP SE or an SAP affiliate company. All rights reserved.

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.

Page 13: CRM Evolution or Revolution?

14 © 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.

Page 14: CRM Evolution or Revolution?

15 © 2014 SAP SE or an SAP affiliate company. All rights reserved.

One customer.

Page 15: CRM Evolution or Revolution?

16 © 2014 SAP SE or an SAP affiliate company. All rights reserved.

Many journeys.

Page 16: CRM Evolution or Revolution?

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

Infinite possibilities.

Page 17: CRM Evolution or Revolution?

1st Generation

CUSTOMER RECORD

Departmental / Channel Silos

SERVICE

SALES

MARKETING

COMMERCE

2nd Generation

‘Multi’-channel CRM Suites

CU

ST

OM

ER

RE

CO

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

Page 18: CRM Evolution or Revolution?

DELIVER REAL-TIME,

CONTEXTUAL,

CONSISTENT, AND

RELEVANT

EXPERIENCES

REGARDLESS OF

CHANNEL OR DEVICE

THROUGHOUT THE

CUSTOMER JOURNEY.

Engaging the Empowered Customer

Page 19: CRM Evolution or Revolution?

Experience Management

Commerce Marketing Service Sales

MDM for Customer Engagement & Commerce (product, customer, order)

Infrastructure, Platform, Integration

WEB MOBILE IN STORE/ BRANCH

CONTACT CENTER

DIGITAL GOODS

MARKETPLACE INTERNET OF THINGS

SOCIAL SMS/ NOTIFICATNS

SEARCH KW/ADS

DIGITAL ADS EMAIL PRINT AGENT TOOLS

SAP Customer Engagement & Commerce

Powered by SAP HANA

Page 20: CRM Evolution or Revolution?

© 2014 SAP SE or an SAP affiliate company. All rights reserved. 21 Confidential

Transit Directions

Personalized Offers

Redemption

Loyalty Integration

Enhance the Rider

Experience

ENGAGING THE CONNECTED CUSTOMER

GOLD for

Customer Experience & Engagement

SILVER for

Use of Technology in Loyalty Marketing

Page 21: CRM Evolution or Revolution?

Krissy Espindola Director, 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.

Page 22: CRM Evolution or Revolution?

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 allows us to focus on delivering the ultimate coffee experience to our consumers.

“ ”

Page 23: CRM Evolution or Revolution?

24 © 2014 SAP SE or an SAP affiliate company. All rights reserved.

• The right insight at the right time

• Across every touch-point, every channel

• Integrated to your enterprise

• With an experience that drives results

SAP CUSTOMER ENGAGEMENT SOLUTIONS FOR:

IT’S TIME TO

ENGAGE CUSTOMERS LIKE NEVER BEFORE

THE ENTIRE CUSTOMER JOURNEY

Service Commerce Sales Social Marketing