1. Pinpointing and addressing your customer during
a technology evolution
Jamie Anderson Head of Global Solutions Marketing, CRM, SAP
@collsdad

2. © 2013 SAP AG. All rights reserved. 2
The Customer Is the Job Creator
It is not the employer who
pays the wages.
Employers only handle
the money.
It is the customer who
pays the wages.
Henry Ford
© 2013 SAP AG. All rights reserved. 2

3. © 2013 SAP AG. All rights reserved. 3
Customer Experience Leaders Outperform the Laggards
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.
© 2013 SAP AG. All rights reserved. 3
22%
46%
Source: Forrester Research 2012

4. © 2013 SAP AG. All rights reserved. 4
Every Minute of the Day…
48hours of YouTube uploads 204,1667,667email messages
2,000,000Google queries
684,478Facebook shares
$272,070 consumers spend
100,000Twitter tweets
47,000Apple app downloads
3,125Flickr photos
27,778Tumblr blog posts
3,600Instagram photos 34,722Facebook likes
2,083Foursquare check-ins
571new websites
347Wordpress blog posts
217new mobile web users
Source: Domo, Inc.

5. © 2013 SAP AG. All rights reserved. 5
We live in a world of „Digital Immersion‟
SOCIAL
Real Time  Right Time
MOBILITY APPS
RICH CONTENT

6. © 2013 SAP AG. All rights reserved. 6
Empowered Customers are Changing the Rules
Digitally
Connected
Socially
Networked
Better
Informed
© 2013 SAP AG. All rights reserved. 6

7. © 2013 SAP AG. All rights reserved. 7
Channel-less Commerce?
© 2013 SAP AG. All rights reserved. 7
53% of
consumers
abandoned an in-
store purchase
because of
information they
found, such as a
negative review.
79% of
customers spend
at least 50% of
shopping time
researching
products online.

10. © 2013 SAP AG. All rights reserved. 10
Sell
Better
Customer insights
at your finger tips
Timely and accurate
decisions with real-
time customer and
product analysis
Positively impact
pipeline, revenue and
demand management
Service
Better
Provide service reps and
customers with a 360
degree view across all
channels
Collaborate to solve
complex cases, perform
preventative activities
and drive revenue
opportunities
Market
Better
React quickly to
changing market
dynamics
Deliver contextually
relevant campaigns and
programs to a targeted
audience – “target to
the signal, not the
noise”
Build sticky customer
loyalty
Engage
Better
Enrich the customer
experience through
mobile and social
interaction
Engage customers with
in-context, personalized
offers
© 2012 SAP AG. All rights reserved. 10
SAP 360 Customer provides a complete End-to-End
Experience for Customers, Anytime, Anywhere
Powered by SAP HANA

11. © 2013 SAP AG. All rights reserved. 11
HSE24: Personalizing customer engagement in real-time
AT A GLANCE
Objective
Engage the customer in Real-Time
Solution
SAP CRM powered by SAP HANA
Benefits
Personalize customer engagement with real-
time information
HSE24, as live sales channels, is very dependent on time. What we‟ve seen is
that we can get a complete picture of the customer in seconds - including data
coming from new sources like social media. We can now have more detailed
analysis of our sales in real-time, and deliver personalized offerings to the
customer while he is calling for new cross and up-sell opportunities. We want to
continue to grow our sales in new countries. Having one real-time platform will
be a key success driver for us to conquer the markets in the future.
Norbert Paulus, EVP Broadcast & IT, HSE24
Watch the Video >>

12. © 2013 SAP AG. All rights reserved. 12
Provide personalized
customer insights
Instant and global
exposure in the
social world
React faster to
market changes
SAP 360 Customer drives The New Speed-Driven Culture
Quickly respond to
customer needs

13. © 2013 SAP AG. All rights reserved. 13
AT A GLANCE
Benefits
 Increase in revenue per year 10-30%
 Real-time insights.
 Per player profitability analysis and understand
player behavior
 Increased data volume and processing
capabilities to communicate more personally to
individual game players.
 Interactive Data analysis leading to improved
design thinking and game planning
“
”
At Bigpoint in the Battlestar Galactica
online game, we have more than 5,000
events in the game per second which we
have to load in SAP HANA environment
and to work on it to create an
individualized game environment to create
offers for them. In this co-innovation
project with SAP HANA, using Real Time
Offer Management Bigpoint, we hope to
increase revenue by 10-13%
5,000
Events per second loaded onto
SAP HANA (not possible before)
+10%
Increase in revenue
per year
Claus Wagner, SVP SAP Technology,
Bigpoint
Bigpoint drives new revenue opportunities in Real-Time
gaming environment

14. © 2013 SAP AG. All rights reserved. 14
SAP 360 Customer driving Real-Time Experience,
Anywhere, Anytime
Attract and retain more customers while driving profitability and growth
Real-Time
Insight
True customer 360 insight with
embedded and predictive
analytics
Real-Time
Interactions
1:1 customer engagement with
context through Social
Channels and on any device
Real-Time
Execution
Plan and execute effectively
and efficiently in the Cloud or
On Premise
© 2013 SAP AG. All rights reserved. 14

15. © 2013 SAP AG. All rights reserved. 15
STM needed new ways to engage the connected customer, in order to
increase ridership and give customers reasons to take public transit.
Cloud-based SAP Precision Retailing helped them connect several
hundred retailers and other venues to their customers in real-time using
mobile and in-memory computing to deliver compelling, personalized
offers.
STM - Société de transport de Montréal
AT A GLANCE
Objective
Engage with existing customers – provide better user
experience, info, value
Solution
SAP Precision Retailing
Goals
Increase customer communication, brand awareness and
improve brand image.
2020 Goal: 540 million transits (40% increase in
ridership)

16. © 2013 SAP AG. All rights reserved. 16
Social
Collaboration
Cloud
Mobility
Predictive
Analytics
Built on
Enterprise
Data
SAP 360 Customer gives Our Customers „Choice‟
Elegant innovation without disruption: SAP 360 Customer
True 360 Customer Insight
Powered by SAP HANA Real-time Business
© 2013 SAP AG. All rights reserved. 16

17. © 2013 SAP AG. All rights reserved. 17
Demonstration

18. © 2013 SAP AG. All rights reserved. 18
Only SAP Delivers a Total End-to-End 360 Experience for
Customers, Anytime, Anywhere
Empower the Modern Marketer with SAP 360 Customer
Capitalize on “Big
Data” Insights
Gain real-time 360 customer view,
uncover insights and understand
the „voice of the market‟‟
Increase Marketing
Effectiveness
Increase collaboration for optimized
decisions, react quickly to market
changes, and better manage the brand
Drive Delightful
Experiences
Engage customers with relevant
interactions across all channels. Turn
loyalty customers into advocates
Big Data
Insights
Champion
Customer
Experiences
Streamline
Marketing