The customer journey has no boundaries, it flows between channels, devices and departments.
* How is your marketing organization dealing with providing a seamless customer experiences across your entire company?
* Are your sales and marketing forging a strong, collaborative alliance that enables them to work in harmony?
* Do your marketing and commerce teams have the same vision of the right customer experience?
Disruptive innovation is only achievable if you are findings the problems worth solving, and empowering yourself and your teams with the right problem solving tools.
Nicholas keynote will explore how SAP has been harnessing the power of ‘Design Thinking’ reveals the linkages between “design” and disruptive products, services, and even business model innovation.
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Going Beyond Digital Disruption: harnessing the power of 'Design Thinking'
1. 16th of June, 2017
Nicholas Kontopoulos
Global Vice President Fast Growth Markets,
Audience Engagement Marketing, SAP Hybris
GOING BEYOND DIGITAL DISRUPTION:
Harnessing the power of design thinking.
8. Customers are harder to engage than ever before.
99.76%
of online ads are ignored.
Source: Google
60%
of consumers abandoned a
purchase due to a poor service
experience.
Source: American Express Global Barometer
57%
of the buying process is
completed before a first
interaction with sales.
Source: Customer Executive Board
12. Today’s B2B buying behavior
66%-90%
(Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report)
B2B buyers conduct heavy
research in the early stage. They
are ‘done’ by the time they
contact vendors¹.
13. Today’s B2B buying behavior
And they trust these sources²:
(Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report)
Independent
White Papers 64.4%
Peers Referral 51.1%
Trials / Demos 42.2%
Analyst Reports 37.8%
23. Design thinking: three key principles
1) Desirable: what you (and customers!) want to see happen
2) Feasible: what is possible (with new or existing technology)
3) Viable: what your organization can sustain (and customers are willing to pay for!)
We go very broad in thinking what is desirable
Working as team, we identify what is feasible and viable
36. 36
SAMPLE AGENDA
(adaptable from 4h - 2 days duration)
Understand Problem Create Solutions Ideation
Ÿ Introduction to Ideation &
techniques
Ÿ Generate ideas, build up and
blend ideas
Ÿ Cluster and prioritize ideas
Prototyping
Ÿ Introduction to Prototyping
Ÿ Prototyping of solutions
Validation
Ÿ Introduction to Validation
Ÿ Iterate prototype
Ÿ Presentation & feedback
Wrap Up
Ÿ Review / Feedback
Kick-Off
Ÿ Introduction, Team Forming
Ÿ Overview and Introduction to
Design Thinking
Scoping
Ÿ Intro to the Design Challenge
Ÿ Completion of the Scoping
360° Research
Ÿ Introduction to 360° Research
Ÿ Sample techniques
Ÿ Research
Synthesis
Ÿ Introduction to Synthesis
Ÿ Storytelling & wall of data
creation
Participants:
2-4 multi-disciplinary teams - each consisting of 4-6 people – a mix of people from: end-users, line of business experts, developers, technology
experts, suppliers, customers etc.
45. Our Customer Journey
There are many touchpoints in our digital & physical ecosystem.
Awareness
News
Social Media
Events (Digital &
Physical)
White Papers
Reports
Blog Posts
Awareness
Discovery
Consideration
Interest
Action
Use
Advocacy
Discovery
News
Social Media
Events (Digital &
Physical)
White Papers
Reports
Blog Posts
Consideration Interest Action
Free Product Trials
Use
Success Stories
Advocacy
FCEC
Hybris.com
DG
Whitepapers
Events (Digital &
Physical)
Channels
Timeline
Social Media
Events (Digital &
Physical)
Social Media
Events (Digital &
Physical)
46. Our Customer Journey
Serving customer 2.0 via an Omnichannel ecosystem
Like a interconnected solar
system held together by
gravity.
Our content capsules would be
the gravity that keeps it all
within the solar system of the
audience.
Sales CallWebsite
VisitSocial
Media
Friends
& Family
Web
Researc
h
Determine
Problem
Search
Website Visit
LEAD
FCEC.com
SAP.com
Hybris.com
Web Destinations
Content Pieces
Blogs
Infographics
Polls
News
Social Media
Twitter
Facebook
Instagram
YouTube
Google Search
Audience
47. Our Customer Journey
A new approach to content creation
Digital
Our assets
and ideas become
the digital fuel
that is filtered
through our editorial
approach to content
creation
producing more
quality content
pieces and types
that can be
published through
more channels
giving the customer
more ways to
interact and engage
with SAP Hybris
73. Thank you.
Contact information:
Nicholas Kontopoulos
Global Vice President of Fast Growth Markets
Audience Engagement Marketing
Email: Nicholas.Kontopoulos@sap.com
Twitter: @NicholasK71
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