Más contenido relacionado Más de SAP Asia Pacific (15) Live Virtual Master Class: How marketers should respond to the changing demands of customers 2. 2PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Meet the panelist
Bernard Chung
Head of Product Marketing,
Marketing Cloud
SAP Customer Experience
3. 3PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Meet the panelist
Vincent Vergara
SAP Marketing Cloud Expert,
CX & Martech Agency Business
Leader, APJ
SAP Customer Experience
4. 4PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Meet the moderator
Rita Marini
Sr. Director & Head of GTM
Program, APJ & Greater China
SAP Customer Experience
6. 6PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
More informed and fluid;
increased access to
information
from brand-directed content, as
well as third-party sources
Heightened expectations
across all touchpoints
from brands that may or not be
in their industry.
Increased demand for the
convenience offered by
a mobile-first
digital presence
Challenges that brands see when it comes to today’s customers:
8. 8PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Bernard, can you expand
on this and why this is such
a challenge faced by most
businesses?
9. 9PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
When it comes to
building a
differentiating
customer experience, a
robust mobile presence
is more than a feature –
it is a requirement.
Mobile-First
Presence
10. 10PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Do you think this is a larger
challenge for brands in
certain industries?
11. 11PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Vincent, how can “traditional” brands
deal with disruptors or challenger
brands that might have been created
with a digital-first presence in mind?
12. 12PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Response:
Palladium Hotel Group Leverages
IOT to Deliver Convenience
Mobile-First
Presence
13. #2 Heightened customer expectations across all touchpoints from brands
that may or may not be in their industry
14. 14PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Bernard, what are you
seeing with heightened
expectations, what are
customers looking for?
15. 15PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
We are seeing brands
willing to develop an
understanding of how other
industries may be
addressing challenges, as
well as how those industries
integrate lessons learned.
Heightened
Expectations
16. 16PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Vincent, in the age of Apple and
Amazon, do you think brands should
try and become the next Apple or
Amazon, or is it more realistic and/
beneficial for brands to understand
their own unique brand identity?
17. 17PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What is one thing you could suggest
to a brand looking to improve their
customer loyalty strategy & become
competitive with the larger brands in
their industry or other industries?
18. 18CUSTOMER© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Utilize real-time contexts to deliver the best customer experiences
Individual-based personalization requires contextual insights
The customer
What they have done
What they may do
What they are doing now
Explicit
Implicit
In-the-moment
individualization
Presentation of
relevant content across
all touch points
BUY
19. 19PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Response:
Home Shopping Europe 24
Increasing marketing responsiveness
to meet customer expectations
Heightened
Expectations
20. #3 More informed and fluid customers; increased access to information from
brand-directed content and messaging, as well as third-party sources.
21. 21PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
How can/should a brand
keep up with more
informed customers?
22. 22PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
With the explosion of the
e-commerce
marketplace, customers
are now armed with
information regarding
every detail of a product,
competitive entities that
offer it, and similar
wares.
More Informed
Customers
23. 23PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
How can brands embracing this trend
and working to educate customers
more on their own through blogs,
forums, videos, or other methods?
24. 24PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Response:
San Jose Sharks Running
Intelligent Marketing
More Informed
Consumers
25. 25INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Customer Experience commissioned a survey in January 2018,
reaching out to 8,000 consumers across APAC, learning about their:
SAP Consumer Propensity Report APAC 2018
Online shopping habits
Purchase motivations
Shopping cart interactions
Features wish list
26. 26INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
A need for contextual marketing:
27. 27INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
56%
Discount/ promotion
notification
37%
Discounts with additional
purchase notification
26%
Timely response to queries
about the item
Consumers want to see more of these from brands:
28. 28INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
56%
Easy exchange via free return
labels or nearby lockers
51%
Comparison tools to compare prices
and specifications of products within
the same website
40%
A physical store that they can go
to test or try out products
39%
Virtual or augmented reality technologies
to help shoppers picture how the product
will look like in real life
36%
Different types/ sizes of the same
product to try on and return
And these...
29. 29INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Many organisations still struggle to create connected,
personalised, and engaging experiences. Brands need a
complete intelligent customer experience enterprise
that provides a real-time, 360-degree view of the individual
customer.
GET THE FULL REPORT HERE
cx.sap.com/consumer-report2018
30. #4 External factors beyond direct control, such as market forces,
government regulation, privacy concerns, and lack of infrastructure, create
obstacles.
31. 31PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Marketers not only have to
keep track of new technology,
disparate data sources, and a
growing competitive set in a
hugely disruptive market, they
are now tasked with
understanding external forces
beyond their control.
External Forces
32. 32PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Response:
Increase demand for data protection and
privacy is an opportunity to win customer
trust
External Forces
33. 33INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What does a perfect
marketing experience look
like?