Download pdf - Social Customer Experience Management

SOCIAL CUSTOMER EXPERIENCE MANAGEMENT

Social CRM 2014 21st of January, 2014 | Sheraton Tower, Singapore

Nicholas Kontopoulos Senior Director, Global Product Marketing SAP Solutions for Sales, Marketing and Customer Service

OP + NT = EOP

This is the dawn of Generation C. Where "C" represents a connected society based on interests and behavior. Gen C is not an age group -- ITS A WAY OF LIFE.

- Brian Solis, author and digital analyst

THERE HAS BEEN A

They are now armed to the teeth.

CUSTOMERS ARE NO LONGER PASSIVE

EVANTUBE HD ENGAGING THE BUYERS OF TOMORROW

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 in America everyday.

THIS CHANGES THE RULES FOR MARKETERS

SOURCE – KELLER FAY GROUP

IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE.

THIS CHANGES THE RULE FOR MARKETERS.

59% of customers are willing to try a new brand to get better customer service.

SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER

AND IT RAISES THE STAKES FOR CUSTOMER SERVICE

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

71% of customers don’t think companies are doing anything to keep their business.

WHILE CUSTOMER EXPECTATIONS CONTINUE TO RISE

SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER

- Brian Solis

DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt.

COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.

OP + NT = EOP

DUDE, IT’S NOT ALL ABOUT THE TECHNOLOGY…

THERE IS NO SINGLE SILVER BULLET SOLUTION

21ST CENTURY CUSTOMERS REQUIRE A 21ST CENTURY MANAGEMENT RESPONSE

REINVENTING MANAGEMENT FOR THE 21ST CENTURY

History Lesson on Management 1.0 REINVENTING MANAGEMENT FOR THE 21ST CENTURY – GARY HAMEL An excerpt from the University of Phoenix Distinguished Guest Video Lecture Series

HISTORY LESSON ON MANAGEMENT 1.0

1890:

90% of the then developed world worked in agriculture & the average manufacturing firm employed 4 employees.

1915: Ford was making a ½ million cars and US Steel was the first company in history to urnover $1b a year.

1920: By this time most of the tools for modern management have been created:

Pay for Performance

Since then the way we manage has hardly changed.

Capital Budgeting

Task Design

Divisionalization Brand Management

HISTORY LESSON ON MANAGEMENT 1.0

19TH CENTURY ENGAGEMENT

Sales & Marketing Funnel

Awareness

Interest

Desire

Action

SHARE RESEARCH

SHOP

PURCHASE TRIGGER EVENT

COMPARE

CUSTOMERS REQUIRE A NEW 21ST CENTURY ENGAGEMENT MODEL DRIVEN BY SOCIAL

OP + NT = EOP

- W L Bateman

If you keep on doing what you’ve always done, you’ll keep on getting what you’ve always got.

©  2011 SAP AG. All rights reserved. 29 Public

WE NEED TO RETHINK OUR MARKETING & SALES STRATEGIES.

LET’S START WITH BINNING THE CONCEPT OF…

A GO-TO-CUSTOMER STRATEGY

a go-to-market strategy

and replace it with

do I start with? WHICH ACRONYM

SCRM

CEM CX

CRM

Social

- Paul Greenberg

Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company's response to the customers' ownership of the conversation.

©  2011 SAP AG. All rights reserved. 32

CUSTOMER EXPERIENCE MANAGEMENT

The customer’s perceptions and related feelings caused by the one-off & cumulative effect of interactions with a supplier’s employees, systems, channels or products.

CUSTOMER EXPERIENCE

Source: Gartner

“Or, the aggregated memories of every touch a customer has with your company”

Source: Gartner

The practice of designing and reacting to customer interactions to meet or exceed customer expectations to increase customer satisfaction, loyalty and advocacy.

CUSTOMER EXPERIENCE MANAGEMENT

“Or delivering the consistent customer experience across the entire enterprise”

- Zig Ziglar

Every sale has five basic obstacles: no need, no money, no hurry, no desire, and no trust.

OP + NT = EOP

OK, BUT HOW DOES ENTERPRISE CRM FIT INTO CUSTOMER EXPERIENCE MANAGEMENT THEN?

CRM

WE CAN DESIGN & DELIVER YOU A WORLD CLASS CRM STRATEGY NO PROBLEM!

COMPLEXITY

EXCESS BAGGAGE

CRM IS NOT ABOUT SOFTWARE… IT IS AN IDEOLOGY

IT IS ABOUT CONNECTING EMPLOYEES TO CUSTOMERS

IT IS ABOUT DELIGHTING YOUR CUSTOMERS

ACCOUNT NUMBER 23058399

TRANSACTION NUMBER 00092374

COMPLAINT NUMBER CP09938

REVENUE NUMBER € $ £

AND SEEING THEM AS MORE THAN JUST A NUMBER…

…AND AS COMPANIES’ MOST VALUABLE ASSET

OP + NT = EOP

Who said it? Brian Solis

It’s now your obligation to study how, where & why customers are connecting and how they are making & influencing decisions.

It takes a mere 5% of

INFORMED INDIVIDUALS to influence the direction of a crowd of up to two hundred people.

- Professor Jens Krause, Leeds University

- Professor Jens Krause, Leeds University

Respondents time after time end up concluding that they lead the group – even though they were lead by others.

PEOPLE MAKE DECISIONS BASED ON THE SHARED EXPERIENCES OF OTHERS

WHERE DO YOU START?

YOU NEED A STRATEGY

7 STEPS TO GET STARTED WITH CEM

Source: 1to1 Media “7 Steps to Get Started With Customer Experience”

Build a cross-functional work team

Define key elements of a strategy

Map the customer journey

Consolidate customer data collection/VoC

Create a governance mechanism

Map the customer experience ecosystem

Select projects that build momentum

01

02

03

04

05

06

07

CRM SUCCESS FACTORS: STRATEGY, PROCESS, TECHNOLOGY, AND PEOPLE

Strategy Business goals and objectives

People Organizational structure, skills, and incentives

Process Procedures and business rules

Technology Apps and

infrastructure

Source: Forrester “Navigate the Future of CRM” (February 2012)

Develop process flows to achieve the selected strategy.

Condition the organization to adopt new processes.

Get target users to successfully utilize

the applications

Deploy new technology that supports required

process flows.

AVOID BECOMING ONE OF THESE STATISTICS BY RETHINKING YOUR CRM STRATEGY

25% of firms reported that poorly defined business requirements had a negative impact on projects.

48% surveyed admitted they suffered technical/integration difficulties.

31% of firms reported that poor business process design accounted for project failures.

21% of businesses stated the need to customize CRM.

Source: ComputerWeekly.com – Forrester; Rethink Your CRM Strategy

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%

OP + NT = EOP

SAP CASE STUDIES

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.

“

”

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 CRM

Benefits Increased fare revenue from greater ride frequency and non-fare revenue from partner ecosystem

AT A GLANCE

Transit Directions

Personalized Offers

Redemption

Loyalty Integration

Enhance the Rider

Experience

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.

“

”

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

AT&T AND T-MOBILE SLUG IT OUT OVER A CUSTOMER ON TWITTER


LISTEN SAP Social Media Analytics by NetBase

UNDERSTAND Fan Appz, an SAP Cloud Partner

ENGAGE SAP Cloud for Social Engagement

THE FULL SOCIAL WEB

PERSON TO PERSON

YOUR TARGET AUDIENCE

USING SOCIAL TO LISTEN, UNDERSTAND, AND ENGAGE

OMNI CHANNEL BUILDING A CONNECTED ENGAGEMENT PLATFORM

24/7 BRANDS

YOUR CUSTOMERS DON’T CLOCK OFF AT 5PM

TODAY’S CUSTOMERS WANT INSTANT GRATIFICATION

WATCH OUT FOR THE “CREEPY FACTOR”

ANYWHERE PEOPLE CONGREGATE.

90% of word-of-mouth conversations about brands take place offline.

PRIMARILY Face-to-face, in people’s homes and offices, in restaurants and stores.

Source: KELLER FAY GROUP

YOUTH QUAKE Gen Y Impact

1.5 BILLION MILLENNIALS GLOBALLY

COMING OF AGE In 2011, the youngest hit their mid-teens & the oldest entered their 30’s

OP + NT = EOP

- Charles Darwin

It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.

•  Ever surprising

•  Unrelenting

•  Unforgiving

•  Only going to get faster and

faster and faster...

But CHANGE has now changed. It is now…

CHANGE IS THE BIGGEST OBSTACLE

Adapt or Die

AVOID DIET PILL APPROACH SHORT TERM GAINS

BEWARE OF ISLAND SOLUTIONS

BUILD A CONNECTED ENTERPRISE BY BRINGING TOGETHER PEOPLE + PROCESS

+TECHNOLOGY

COMPETITIVE ADVANTAGE REQUIRES HARD WORK


OP + NT = EOP

KEY TAKEAWAYS

OLD RECIPES NO LONGER WORK CRM MUST EVOLVE BEYOND THE FRONT OFFICE TO BE IN THE GAME

Front Office EFFICIENCY

INTERNAL FOCUS

Inside - Out

TO WIN THE GAME

Front Office EFFECTIVENESS

CUSTOMER FOCUS

Inside - Out

TO CHANGE THE GAME

Customer EXPERIENCE

CUSTOMER ENGAGEMENT

FOCUS ON 1:1

Outside - In

STR

ATE

GIC

TA

CTI

CA

L

AWARENESS CUSTOMER BRAND ADVOCATE

BUYER’S JOURNEY

SELLING MOTION

TO WIN TODAY YOU MUST ALIGN YOUR MARKETING AND SELLING MOTION TO YOUR BUYER’S JOURNEY

Shape Vision

Influence

Compare

Assess Risk

Differentiate & Value

Purchase

Support

Set Criteria

Build Confidence

Loyal or a Detractor

Close

Guide Discover Target Win

Commit to Change

TURN INSIGHT INTO ACTION TO CREATE EXCEPTIONAL EXPERIENCES

•  Drive operational excellence

•  Empower employees & partners

•  Deliver on your promises

EXECUTION

INSIGHT

•  Understand customers

•  Identify opportunities

•  Predict their needs & behavior

EXPERIENCE

Interact with customers 1:1 in the moment when it matters across channels & touch points

You’ve got to start with the CUSTOMER EXPERIENCE and work back toward the technology.

- Steve Jobs


OP + NT = EOP


?

Old Process + New Technology =

Expensive Old Process

about.me/nicholask71

Feel free to connect with me at : [email protected]

#nicholask71

http://sg.linkedin.com/in/nicholaskontopoulos

© 2013 SAP AG. All rights reserved.

THANK YOU!