Digitalk: The Future of Customer Experience

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The Future of Customer Experience

Timo ElliottGlobal Innovation Evangelist, SAP

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New Technology = Business Opportunity

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DIGITAL TRANSFORMATION

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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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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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Better branding won’t help…

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This Doesn’t Help Much, Either…

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“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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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

PRINT

DIGITAL ADS

WORD OFMOUTH

SOCIAL

TV

RETAILSTORE

WEBSHOP

REVIEWS

SEARCHKW/ADS

CONTACTCENTER

WEBSHOP

EMAIL

SOCIAL

RETAILSTORE

WEBSHOP

CONTACTCENTER

CONTACTCENTER

RETAILSTORE

CONTACTCENTER

CONTACTCENTERSOCIAL

WORD OFMOUTH

SOCIAL

EMAIL

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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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

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TUI Travel

Sensors Enable New Processes and Applications

Weissbeerger Beverage Analytics@timoelliott

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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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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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Thank You!Timo ElliottVP, Global innovation Evangelist

Timo.Elliott@sap.com

@timoelliott