http://spr.ly/SAP_Analytics - The constant growth of information on numerous products and services empower customers with crucial intelligence that influences their purchase decisions. Achieving success in keeping in-tune with customers’ rapidly changing needs requires businesses to streamline their customer data management activities to personalize each customer interaction.

1. BEST-IN-CLASS
STEPS TO SUCCESSFULLY
MANAGE THE BUYER’S JOURNEY
Delighting customers is no easy task for today’s organizations. The constant growth of information on numerous products and
services empower customers with crucial intelligence that influences their purchase decisions. Achieving success in keeping
in-tune with customers’ rapidly changing needs requires businesses to streamline their customer data management activities to
personalize each customer interaction. The activities that are used to proactively manage this buyer’s journey can be compared
to navigating a treacherous river. Success in completing a journey through this river requires companies to make the right
decisions across each phase of the buyer’s journey by coordinating their activities, sharing information and working
collaboratively to create lifetime customers.
TOP CHALLENGES FOR TODAY’S BUSINESSES
Rapidly changing
Increased customer expectations
competition
48% 32%
Customer retention Manage/navigate the
BIC 158% greater than All Others
buyers’ journey by
Customer satisfaction
BIC 16.4-times greater than All Others leveraging customer
Avg profit margin per customer analytics best practices
BIC 8.14-times greater than All Others
Return on mktg investments
BIC 844% greater than All Others
RDATA
OM ort E
C U ST p re s
e and latfor
m
ea sur edia
p
m l m ata
Companies successfully managing ck, S ocia external d
customer data collection use the following Tra ata wi
th
e rnal d
ate int
key differentiators: Integr
L LEC TION
CO
Integrate internal data Track, measure and
about customers / prospects report the impact of
with external data each piece of digital
(e.g. online, social) to gather content on driving
a more comprehensive customer behavior
61
view of customer interactions
%
61 %
BIC
Identify most
influential customers
BIC
within social
media platforms
57 %
BIC
We know our
customers!
360° VIEW OF
THE CUSTOMER:
Seamless integration
of customer data across
enterprise systems (i.e. ERP, CRM)
52 %
Report customer engagement
performance results by role
73 %
70
Identify high-value customers and
% send them targeted marketing messages
BIC
All Others: 55%
Optimize product bundles and offer
48 % times based on historical and recent
BIC
customer behavior
Did not follow All Others: 31%
best practices in using
customer data, so
unable to engage
customers in a
relevant fashion.