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The Future of Customer Experience
Timo ElliottGlobal Innovation Evangelist, SAP
@timoelliott
New Technology = Business Opportunity
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 3
DIGITAL TRANSFORMATION
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 4
80% of CEOs think they deliver a superior customer experience
Source: The New Yorker— but only 8% of customers agree.
This Is The Real Opportunity
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 5
Power to the People
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Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions.
Source: Brian Solis’ Future of Business, 2013
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73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.
Source: Co.Exist
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Only 1% of Millenials said that a compelling advertisement would make them trust a brand more.
Source: Elite Daily
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 11
Better branding won’t help…
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 12
This Doesn’t Help Much, Either…
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 13
“Customer experience is the last source of sustainable differentiation and the new competitive battleground”
- Gartner
“We need to spend less time telling people how great we
are, and more time
being great”
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 14
We ALL Want Luxury Service
15
RESEARCH
TRACKORDER
SHOP &BUY
RECEIVEPACKAGE
MISSINGITEM
POSTREVIEW
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
JOINGROUPS
NETWORKISSUE
CHANGEADDRESS
RESTARTSERVICE
RECEIVEOFFER
REFERFRIENDS
WEB
DIGITAL ADS
WORD OFMOUTH
SOCIAL
TV
RETAILSTORE
WEBSHOP
REVIEWS
SEARCHKW/ADS
CONTACTCENTER
WEBSHOP
SOCIAL
RETAILSTORE
WEBSHOP
CONTACTCENTER
CONTACTCENTER
RETAILSTORE
CONTACTCENTER
CONTACTCENTERSOCIAL
WORD OFMOUTH
SOCIAL
SUPPORTPORTAL
?
SUPPORTPORTAL
?
BRANDEDCOMMUNITY
?
CustomersNow Script Their Own Journey
RESEARCH
RECEIVEOFFER
SHOP &BUY
DISCOVERNEED
TRACKORDER
RECEIVEPACKAGE
MISSINGITEM
SETUPPHONE
POSTREVIEW
JOINGROUPS
NETWORKISSUE
BILLINGISSUE
TERMINATESERVICE
PHONEDAMAGE
MAKEPAYMENT
CHANGEADDRESS
RECEIVEOFFER
RESTARTSERVICE
REFERFRIENDS
16
Every Journey is UniqueAnd every point of engagement matters
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 17
CUSTOMER RECORD
Departmental / Channel Silos
SERVICE
SALES
MARKETING
COMMERCE
‘Multi’-channel CRM Suites
CUSTOMER RECORD
SALES &SERVICE
MARKETING
COMMERCE
Omni-channel Engagement Platform
CONTEXTUAL MARKETING &SERVICE
SALES &COMMERCE
CUSTOMER INTELLIGENCE
PHYSICAL &DIGITAL EXPERIENCE
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 18
Omnichannel Experience
8 million members of Nespresso club200,000 orders per day20 different languages200 Nespresso stores
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 19
Running Gone Digital“The fitness brands of the future will not just make physical products, but will be embedded in the consumer journey in ways that will help keep people motivated and maximize their enjoyment of sport.
By putting together a digital fitness platform and world class physical products, we can build a new kind of fitness brand”
20© 2015 SAP SE or an SAP affiliate company. All rights reserved.
21© 2015 SAP SE or an SAP affiliate company. All rights reserved.
• Better personalization across different channels
• Better targeting and marketing execution
• Real-time recommendations
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 22
TUI Travel
Sensors Enable New Processes and Applications
Weissbeerger Beverage Analytics@timoelliott
24© 2015 SAP SE or an SAP affiliate company. All rights reserved.
CustomerOnline footprint
WiFi Social login
POS/ERP
Profile Analytics
Name: Peter IvanovAge: 25City: SofiaInterests: Sport, Nature, TravelConnected via: Facebook
Campaigns Website Social AdEmail
Mobile App
Mobile Monitoring
“We use data to treat every customer individually”
http://shopup.me/
Use Design Thinking to Rethink What You Sell
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 26
Digital Transformation and Live Business
Customer Experience
Omni-Channel
Workforce Engagement
Assets & Internet of Things
Supplier Collaboration
Business Networks
Digital Core
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© 2015 SAP SE or an SAP affiliate company. All rights reserved. 27
Three Takeaways
• Digital Transformation is about great customer experiences
• You have to optimize the end-to-end customer journey
• New technology allows new services and business models
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![Customer Retention [Infographic] Customer Experience](https://img.dokumen.tips/doc/110x75/55b6dceebb61eb0c598b46c8/customer-retention-infographic-customer-experience.jpg)
