In order to remain relevant in today’s fast paced business landscape delivering a great ‘Customer Experience’ is now simply table stakes. • But how do you measure something that’s qualitative like Experience? • Where does Customer Experience start and finish? • And who owns Customer Experience?

1. Nicholas Kontopoulos
Global VP, fast growth markets Marketing
Ecommerce Expo, London,
27th of September, 2017
The measure
of customer
experience

2. The new digital
customer
experience
imperative

3. Connect with me
@nicholask71

4. People fascinate me.

6. Im passionate
about CX

7. I'm SERIOUSLY
PASSIONATE ABOUT MY
CUSTOMERS

9. CX matters
and we all
know it

10. 89%
of marketers expect to
compete primarily on the
basis of CX - Gartner
73%
of companies say improving
CX is a priority - Forrester
CX is the new battlefield
for competition

11. Lifespans of top
S&P 500 companies
is shrinking from
60 years to 15.

12. But how can you measure something that
is qualitative such as Experience?

13. EXPERIENCE IS PERSONAL

14. How do these photos make you feel?
Source: http://www.dukeandduchessofcambridge.org

15. How do these photos make you feel?
Source: http://www.dukeandduchessofcambridge.org

16. Same hotel but different experience

17. Emotions
create memories
If an experience is extremely positive
or extremely negative it is more
likely to be remembered.

18. The world has changed and
it’s not going backward

19. Customer experience was easier to control in the
past with fewer channels and limited networks

22. The good old days…

23. “What we know today as
Customer Experience is actually
customer service of the past.”
-Shep Hyken

24. Technology has
changed everything.

25. Technology IS ALSO RAPIDLY EVOLVING

26. Global Share of web
traffic by device:
56% laptops &
desktops, 39% mobile
phones, 5% via
tablets

27. Mobile data traffic by region
North America: 1.83 billion gigabytes
Western Europe: 1.09 billion gigabytes
Asia-Pacific: 4.12 billion gigabytes

28. Average Netflix
show is four
Gigabytes.
That’s one billon
shows a year

29. Mobile broadband
penetration
UK 94%, with UAE
coming in first
with 149%
Source: We are social

30. Time spent using
mobile internet
Source: We are social
UK 01:47, with Thailand coming
in first at 04:14

31. Active E-commerce penetration
Source: We are social
UK comes in first with 76%, with
south Korea coming in second at 72%

32. Active M-commerce penetration
Source: We are social
UK 37%, with
South Korea
coming in first at
55%

33. Growth of M-commerce
Source: We are social
Year-on-year growth in number of people
purchasing online via a phone:
UK in 12th place at 39%.
in 1st place Indonesia growing at 155%.

34. How do all these changes impact
Customer Experience?

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

39. data - not the lack of it,
but the opposite.
One of the biggest challenges business leaders have:

41. 41© 2017 SAP SE or an SAP affiliate company. All rights reserved.
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43. rate as ‘good’, ignoring the effect
on the 98% who do not convert.
Marketers accept
a 2% conversion
The customer is one of hundreds of
thousands of targets, and is
bombarded with irrelevant marketing.

44. We are
now in the
the age of
Contextual
Marketing

45. Contextual Marketing
Is The Practice Of Personalizing
Your Business To Your Audience
Based On Who They Are And What
They Want, Need, Or Do.

47. “What links Uber, Netflix,
Airbnb and Facebook is the
fact that they all in the
data business”

48. UNDERSTANDING THE JOURNEY OPENS UP POSIBILITIES

49. Going back to
simple: embrace
technology

50. Meet The disruptors.

51. 25 consecutive
quarters of more
than 20% net
revenue growth

52. - Kevin Plank, CEO
If the phone is going to get integrated into the
shirt, should that be a technology company
making apparel or the apparel company starting
to make technology? I choose the latter

62. Can we
measure CX?

63. Start measuring the
Discreet moments

64. One customer.
One experience. One enterprise.

66. ups and downs are very
important to keep us
going, because a straight
line even in an e.C.g means
we are not alive.
Ratantata

67. Simple is a Step ahead

68. It will take
hard work

69. “Simple can be harder than
complex. You have to work
hard to get your thinking
clean to make it simple. But
it’s worth it in the end
because once you get there,
you can move mountains”
STEVE JOBS

70. “Because the purpose of business
is to create a customer, the
business enterprise has two–and
only two–basic functions:
marketing and innovation.
Marketing and innovation produce
results; all the rest are costs.”
Peter Drucker

71. “There is no such thing
as a new idea”
Mark twain

72. “we simply take a lot of old ideas and put
them into a sort of mental kaleidoscope”
Mark twain

73. customers

74. Are people

75. Create brand
advocates

76. Simple is
contextual omnichannel integrated agile REAL-TImE engaging A step ahead

77. customer engagement anywhere, anytime.

78. anonymous

79. Happiness is a Simple and Memorable emotion
Happy Made Simple

80. www.the-future-of-commerce.com

81. Thank youNicholas Kontopoulos
Global Vice president of Fast Growth
Markets Marketing, SAP Hybris
Twitter: @nicholask71
Email: Nicholas.Kontopoulos@sap.com