According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person. In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey. This presentation will explore the challenges that not only lay ahead for todays marketers, but also explore some of the ways in which innovative brands are adapting to this 'New Reality’.

1. Maximize How You Individualize
Because the Journey and Outcome Matter
Use this title slide only with an image
The CMO Council Roundtable India, 09-10 October 2014
Nicholas Kontopoulos
Global Head of Strategic Marketing Programs,
SAP Customer Engagement Solutions

2. Get in touch with me @nicholask71
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 2

3. OP + NT = EOP
© 2011 SAP AG. All rights reserved. Public 3

4. The Good Old Days

5. WE LIVE IN A WORLD OF
DIGITAL IMMERSION
Social Rich Content Mobility Always On

6. 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

7. COMPANIES ARE STRUGGLING TO BREAKTHROUGH AND
ENGAGE THEIR CUSTOMERS

8. DIGITAL DARWINISM:
When technology and society evolve
faster than the ability for companies to
adapt.
- Brian Solis, author and digital analyst

9. OP + NT = EOP

10. DUDE, IT’S NOT ALL
ABOUT THE
TECHNOLOGY…

11. THERE IS
NO SINGLE
SILVER BULLET
SOLUTION

12. 21ST CENTURY
CUSTOMERS
REQUIRE A
21st CENTURY
MANAGEMENT
RESPONSE

13. 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.

14. 1920:
By this time most of the tools for modern
management have been created:
Pay for
Performance
Capital
Budgeting
Task
Design
Divisionalization Brand
Since then the way we manage has hardly changed.
Management
HISTORY LESSON ON
MANAGEMENT 1.0

15. 19TH CENTURY
ENGAGEMENT
Sales & Marketing Funnel
Awareness
Interest
Desire
Action
Created in 1898 by Elmo Lewis

16. Action
Interest
This is no longer
our customer’s
journey.
Awareness
Desire

17. ACTION
RETAIL
STORE
Desire
REFER
FRIENDS
AWARENESS
PRINT
DISCOVER
NEED
DIGITAL ADS
WORD OF
MOUTH
RESEARCH
RECEIVE
OFFER
WEB
SHOP
TRACK
ORDER
USE
CONTACT
CENTER
RESTART
SERVICE
Desire
EMAIL
CONTACT
CENTER
SHOP &
BUY
RECEIVE
PACKAGE
MISSING
ITEM
SOCIAL
POST
REVIEW
SETUP
PHONE
?
SUPPORT
PORTAL
CONTACT
CENTER
BILLING
ISSUE
CONTACT
CENTER
MAKE
PAYMENT
ADVOCACY
PHONE
DAMAGE
TERMINATE
SERVICE
JOIN
GROUPS
?
BRANDED
COMMUNITY
NETWORK
ISSUE
CHANGE
ADDRESS
RECEIVE
OFFER
REFER
FRIENDS
WEB
WORD OF
MOUTH
SOCIAL
TV
RETAIL
STORE
WEB
SHOP
REVIEWS
SEARCH
KW/ADS
RETAIL
STORE
WEB
SHOP
?
SUPPORT
PORTAL
CONTACT
Each customer
chooses their own adventure.
SOCIAL CENTER
SOCIAL
EMAIL
INTEREST
ACTION
USE
ADVOCACY
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 17

18. Every journey is unique. Every journey matters.
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 18

19. OP + NT = EOP

20. Why
does it
matter?
Customers are In Control
The Rules are Changing
The Customer Journey is Complex
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 20

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

22. 59% of customers are willing to try a
new brand to get better
customer service.
Better Informed
Empowered Customers
79% of customers spend at least
50% of total shopping time
researching products online.
Digitally Connected
53% of customers abandoned an in-store
purchase due to negative
online sentiment.
Socially Networked

23. They are individuals
with specific needs.

24. 2.4 BILLION brand-related conversions happen online every day.
SOURCE – KELLER FAY GROUP
57% of the buying process is completed before a first interaction with sales.
SOURCE – CUSTOMER EXECUTIVE
BOARD
86% of customers are willing to pay more for a better customer experience
SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
The Rules are Changing

25. OP + NT = EOP
© 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 25

26. If you keep on doing what
you’ve always done, you’ll keep on
getting what you’ve always got.
- W L Bateman

27. HOW DO YOU
ENGAGE THE
INDIVIDUAL?

28. WE NEED TO RETHINK
OUR MARKETING & SALES
STRATEGIES.
LET’S START WITH
BINNING THE CONCEPT OF…
a go-to-market strategy
and replace it with
A GO-TO-CUSTOMER STRATEGY
© 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 28

31. It’s time to reimagine Customer Engagement

32. But what is Customer Engagement?

34. End-to-End Business Process Execution
Harmonized Digital and Physical Experiences
Growth in Profitable Customers
Real-time Customer Insight

35. OP + NT = EOP

36. CX is a top strategic priority in India
An Indian CEM market maturity overview.
87% 93%
88%
Use this title slide only with an image
of tech. decesion markers
in India cited addressing
Customer Experience &
driving customer
satisfaction as a top
business priority in 2014
of the organisations
surveyed indicated that CX
is a strategic priority for
2014, with about ¾
claiming its their number 1
priority
(Source: Forrester)
want to differntiate
themselves from the
leadersin in their industry
through CX

37. But CX maturity scores low
An Indian CEM market maturity overview.
71% 24%
22%
Use this title slide only with an image
Of Indian enterprises claim
to have a centralized CX
team in place.
Of these CX teams actually
report to the CEO
(Source: Forrester)
With reporting into
customer service
departments.
Ambiguity in the reporting structure leads to a lack of business
responsibility and ownership.

38. Poor CX communication across the enterprise
CX-related communications do not run deep.
Sharing inputs and maintaining regular communications
with all entities in the eco-system is critical
Use this title slide only with an image The measurement of the CX framework is fragmented
Of those surveyed regular compare metrics
46% across the enterprise
(Source: Forrester)

39. WHERE
DO YOU
START?

40. YOU NEED A
STRATEGY

41. Need to follow key CX best Practices
in a structured manner
Gauge your CX maturity: need to first ascertain the
current maturity level of their CX practice and identify
areas for improvement
Define a CX strategy and focus on implementation:
Companies must take another look at their activities and
investments with the goal of enhancing the customer
experience.
Use this title slide only with an image
Evaluate the impact of CX initiatives on business goals:
must systematically evaluate the influence of their CX
efforts on driving desired business outcomes.
(Source: Forrester)

42. SUCCESS FACTORS:
STRATEGY, PROCESS,
TECHNOLOGY, AND
PEOPLE
Strategy
Business goals and
objectives
People
Organizational
structure, skills, and
incentives
Process
Procedures and
business rules
Deploy new technology
that supports required
process flows.
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

43. 1st Generation
MARKETING
SALES
COMMERCE
SERVICE
CUSTOMER RECORD
Departmental /
Channel Silos
2nd Generation
SERVICE
‘Multi’-channel
CRM Suites
CUSTOMER RECORD
SALES &
MARKETING
COMMERCE
3rd Generation
CONTEXTUAL
MARKETING &
SERVICE
SALES &
COMMERCE
PHYSICAL &
DIGITAL EXPERIENCE
CUSTOMER
INTELLIGENCE
Omni-channel
Engagement Platform
Evolution from CRM to Engagement

44. Engagement requires orchestration.
INSIGHT CREATION EXPERIENCE MANAGEMENT
PROCESS & ORDER COORDINATION

45. 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

46. OP + NT = EOP
© 2014 SAP SE or an SAP affiliate company. All rights reserved. Confidential 46

47. Show me the Money
Show
me
the
money!

48. CUSTOMER
EXPERIENCE LEADERS
OUT PERFORM THE
LAGGARDS
+22% - 46%
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

49. CUSTOMER EXPERIENCE MATTERS
Because Revenue in on the line
23% 42% 16%
of marketers surveyed in
APJ have calculated the
impact of Customer
Expereicne on their
business
say their revenue has
increaded based on
Customer Experience
optimization.
of marketers reported that
improvements in CX had
resulted in their enterprise
increacing revenue between
5% and 10%
(Source: The CMO Council APJ Research Study - Maximise how you Individulise 2013)

50. CASE STUDY

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

52. 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.
Krissy Espindola
Director, Knowledge Management & Social
Customer Support
“
”
AT A GLANCE
Objective
Take on larger rivals by providing a delightful
social media experience
Solution
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.

53. USING SOCIAL DATA TO
LISTEN, UNDERSTAND, AND ENGAGE
LISTEN
SAP Social Media Analytics by NetBase
UNDERSTAND
Fan Appz, an SAP Cloud Partner
ENGAGE
SAP Cloud for Social Engagement
THE FULL SOCIAL WEB
YOUR TARGET AUDIENCE
PERSON TO PERSON
© 2011 SAP AG. All rights reserved. Public 53

54. OMNI CHANNEL
BUILDING A CONNECTED
ENGAGEMENT PLATFORM

55. YOUR
CUSTOMERS
DON’T CLOCK
OFF AT 5PM

56. TODAY’S
CUSTOMERS
WANT
INSTANT
GRATIFICATION

57. KEY TAKEAWAYS
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 57

58. Engage at the point
of awareness
Stop telling, start listening
predict & influence behavior.
Respond quickly.

59. Guide customers
through their
journey
Guide customers
through their
journey
Understand their needs & desires.
Earn advisor status.
Help them.
Understand their needs & desires.
Earn advisor status.
Help them.

60. Empower your
customers
Make their life easier
with all the information they need
– anywhere, anytime –
so they can better engage with your
company.
© 2011 SAP AG. All rights reserved. 60

61. Create loyal brand
advocates
Make every conversation count.
Create amazing experiences.
Deliver relevant & timely offers.

62. SAP Customer Engagement & Commerce
WEB MOBILE IN STORE/
BRANCH
CONTACT
CENTER
DIGITAL
GOODS
Experience Management
Commerce Marketing Service Sales
MDM for Customer Engagement & Commerce (product, customer, order)
Infrastructure, Platform, Integration
MARKETPLACE INTERNET
OF THINGS
SOCIAL SMS/
NOTIFICATNS
SEARCH
KW/ADS
DIGITAL ADS EMAIL PRINT AGENT
TOOLS

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

64. Make it simple to
engage customers
like never before.
Customer Engagement Solutions
for Marketing, Sales, Commerce, Service, and Social.
© 2014 SAP SE or an SAP affiliate company. All rights reserved. 64

65. OP + NT = EOP
© 2011 SAP AG. All rights reserved. Public 65

66. ?
© 2011 SAP AG. All rights reserved. Public 66

67. Old Process + New Technology =
Expensive Old Process

68. www.custedge.com

69. THANK YOU!
Feel free to connect with me at :
Nicholas.kontopoulos@sap.com
#nicholask71
http://sg.linkedin.com/in/nicholaskontopoulos
© 2013 SAP AG. All rights reserved.