CMO Council event deck

1. ENGAGE
CUSTOMERS
LIKE NEVER
BEFORE
The CMO Council Asia Pacific Advisory
Jamie Anderson
Global Vice President Product Marketing,
Line of Business Customer Solutions at SAP
9th of September, 2013
ONE CUSTOMER. ONE EXPERIENCE. ONE ENTERPRISE

2. POWER TO
THE PEOPLE
“… and the Left Wing talk about giving
the power to the people… you
know…anybody knows that the people
have the power. All we need to do is
awaken the power in the people. People
are unaware, it’s like they’re not
educated to realise that they have the
power.”
– John Lennon, 1969

3. BEYONDTECHNOLOGY–
IT’S ABOUT
LEADERSHIP –
DAVE JONES

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

5. MobilityRich ContentSocial Apps
WE LIVE IN A WORLD OF
DIGITAL IMMERSION

6. SCREENAGERS
THEY ARE NEVER FAR FROM A SCREEN.
AND A SCREEN IS NEVER FAR FROM
THEM IT SEEMS.

7. EVERY MINUTE
OF EVERYDAY
of YouTube uploads
48 hrs
new mobile web users
217
Wordpress blog posts
347
new websites
571
Foursquare check-ins
2,083
Flickr photos
3,125
Instagram photos
3,600
Email messages
204,167,667
Google queries
2,000,000
Facebook shares
684,478
Consumers spend
$272,070
Twitter tweets
100,000
Apple app download
47,000
Facebook likes
34,722
Source: Domo, Inc.
61,141
hours of music uploaded

8. 2.4 BILLION
BRAND-RELATED
CONVERSATIONS
IN AMERICA
EVERYDAY.
THIS CHANGES THE RULE FOR MARKETERS.

9. IN ASIA PACIFIC,
59% OF
CONSUMERS
COMMENT ABOUT
BRANDS ONLINE.
THIS CHANGES THE RULE FOR MARKETERS.

10. THIS CHANGES THE RULE FOR MARKETERS.
COMPANIES ARE
STRUGGLING TO
BREAKTHROUGH
& ENGAGE THEIR
CUSTOMERS.

11. 57%
of the buying process
is completed before a
first interaction with
sales.

12. 86%
of customers are
willing to pay more
for a better customer
experience.

13. 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.
Source: Forrester Research 2012
+22% - 46%

14. 71%
of customers don’t
think companies are
doing anything to keep
their business.
And the one thing we do know,
expectations will continue to rise

15. 19TH CENTURY
ENGAGEMENT
Sales & Marketing Funnel
Awareness
Interest
Desire
Action

16. 21ST CENTURY
ENGAGEMENT
SHARE RESEARCH
SHOP
PURCHASETRIGGER EVENT
COMPARE

17. ENGAGE AT
THE POINT OF
AWARENESS
STOP TELLING, START LISTENING
PREDICT & INFLUENCE BEHAVIOR.
RESPOND QUICKLY.

18. GUIDE
CUSTOMERS
THROUGH THEIR
JOURNEY
UNDERSTAND THEIR NEEDS & DESIRES.
EARN ADVISOR STATUS.
HELP THEM.

19. CREATE LOYAL
BRAND
ADVOCATES
MAKE EVERY CONVERSATION COUNT.
CREATE AMAZING EXPERIENCES.
DELIVER RELEVANT & TIMELY OFFERS.

20. 89%
of CMO respondents said that
visioning and strategic
thinking is the most
important competency for
success
Source: Forrester/Heidrick & Struggles Global Evolved CMO Online Survey
TRANSFORMING
MARKETINGLEADERS
TOSTRATEGIC
“GROWTH FACILITATORS”

21. Existing
Mindset
Aspirational
Mindset
- Activity focused
- Helping sales sell
- Highly optimized
functional silos
- Outcome focused
- Helping sales sell AND
helping our audiences buy
- One high-performance
marketing team
Viewed as service-provider
to stakeholders
Drive growth and
champion innovation for
their company
CREATINGTHE
NEED
TOCHANGE
THE WAY WE
THINK

22. Status Quo Innovate
- Cost Center
- B2B/B2C
- Transactions
- Brand
- Push Marketing
- Growth Engine
- P2P
- Relationships
- Corporate Character
- Customer Champion
Source: Forrester, IDC. Corporate Executive Board
CMOSHAVEA
CHOICETO
MAKE
TO DRIVE
OUTCOME
CENTRIC
MARKETING

23. OBJECTIVE
Engage with existing customers –
provide better user experience, info, value
SOLUTION
SAP precision retailing
BENEFITS
Increase customer communication, brand
awareness and improve brand image.
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
hundreds retailers and other venues to their
customers in real-time using mobile and
in-memory computing to deliver compelling,
personalize offers.”
Pierre Bourbonniere, Head of Marketing, STM
AT A GLANCE
ENGAGING THE
CONNECTED CUSTOMER

24. © 2012 SAP AG. All rights reserved. 24Confidential
Enhance
the Rider
Experience
PERSONALIZED OFFERS
REDEMPTION
TRANSIT DIRECTIONS
LOYALTY INTEGRATION

25. 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
AT A GLANCE
PERSONALIZING CUSTOMER
ENGAGEMENT IN REAL TIME

26. 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
customer service channel without scaling
team. Reduced churn.
“OUR ROI IN DOLLARS IS DEFINITELY IN
THE MILLIONS.
Depending on the scale of your operation and
your programs, the ROI is at least ten million
dollars in opportunity.”
Krissy Espindola
Director, Knowledge
Management & Social Customer
Support
AT A GLANCE
SOCIAL
CUSTOMER ENGAGEMENT

27. 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
GALATICA 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 individualized game
environment to create offers for them.
In the co-innovation project with SAP
HANA, using Real Time Offer
Management Bigpoint, we hope to
increase revenue by 10-13%.”
Claus Wagner,
SVP SAP Technology, Bigpoint
AT A GLANCE
DRIVING NEW REVENUE IN
REAL-TIME GAMING
+10% increase in
revenue per year 5000 events per second loaded into
SAP HANA (not possible before)

28. CRM MUST
EVOLVE
CMR?
Close the execution gap
from analysis through
insight to action…
…customers are in control
and are changing the rules
of engagement
CRM IS A JOURNEY-
A LONG AND
WINDING ROAD
Future of engagement Power of the customer

29. Feel free to connect with me at :
j.anderson@sap.com
@collsdad
http://uk.linkedin.com/in/andersonjamie
©
THANK YOU!