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.

They are now armed to the teeth.

Customers AreNo Longer Passive

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

COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.

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


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


74%of CRM deployments for Sales have poor user adoption.

SOURCE – CHIEF SALES OFFICER INSIGHTS

MANY SALES TOOLS DON’T DO WHAT YOU NEED


• 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

jamie anderson - from ”crm” to thecustomer managed relationship

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