one customer, one experience, one enterprise
DESCRIPTION
Saying you are customer centric is easy, however, delivering a truly outstanding customer experience requires more than marketing fluff. This presentation will explore the topic of Customer Experience and what it means to your customers and your enterprise in today’s competitive landscape.TRANSCRIPT
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SAP 360 Customer Forum Nicholas Kontopoulos | Senior Global Marketing Director 8th of March, 2013 | Hong Kong
One Customer. One Experience. One Enterprise
Customer Experience Management
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A little bit more about me…
@Nicholask71
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and what makes me tick.
@Nicholask71
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@Nicholask71
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@Nicholask71
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@Nicholask71
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Passionate about my customers
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My objective today is to…
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Fire-up your brain juices
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By taking a look at the imapct that the age of the “Digital Customer” is having on your
businesses
The Impact that the
Digital Customer
Enterprise is having on the
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OP + NT = EOP
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"If you keep on doing what you've always done, you'll keep on getting what you've always got.”
Who said it?: W L Bateman
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Inefficiencies
Bureaucracy
Lack of innovation
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40% of the companies that were at the top of the Fortune 500 in 2000 were no longer there in 2010”
“
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Who is the 21st-‐century customer?
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The Good Old Days
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The 20th century was all about telling customers what they wanted…
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There has been a
Revolution
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Customers No Longer Passive
The are Now Armed to the teeth
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The Digital Revolu9on is changing the future of business, media and culture.
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Your customers are becoming
Digital Natives
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Technology is helping spread the
word and thus giving a voice to the customer.
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Digital Darwinism when technology and society evolve faster than the ability for companies to adapt
Who said it?: Brian Solis
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The customer is now driving the conversation
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OP + NT = EOP
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Dude, its not all about the technology…
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21st-century customers require
21st-century management response
a
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History Lesson on Management 1.0
1890:
90% of the then developed world worked in agriculture & the average manufacturing
firm employed 4 employees. 1915:
Ford was making a ½ million cars and US Steel was the first company in history to
Turnover $1b a year.
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History Lesson on Management 1.0
1920:
By this time most of the tools for modern management have been created:
Pay for Performance Capital Budgeting Task Design Divisionalization Brand Management
Since then the way we manage has hardly changed.
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Old Engagement Model Sales Funnel
Source: St. Elmo Lewis 1898
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New Engagement Model
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Time for a Enterprise Reboot
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We need to rethink our marketing and sales strategies. Lets start with binning the concept of..
a go-to-customer strategy.
a go-to-market strategy
and replace it with…
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Customer Experience Management
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Just because you have customers doesn't mean you're
Customer Centric
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The “value added” for most any company, tiny or enormous, comes from the quality of the
– Tom Peters
experience provided.”
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Source: 2010 IBM Global CEO Study: Capitalizing on Complexity
Customer-Intimacy: Key CEO Focus Top focus areas in next five years
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Customer Experience: "The customer's percepCons and related feelings caused by the one-‐off and cumulaCve effect of interacCons with a supplier's employees, systems, channels or products.“
Source: Gartner
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“Or, the aggregated memories of every touch a customer has with your company”
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Customer Experience Management: “The pracCce of designing and reacCng to customer interacCons to meet or exceed customer expectaCons to increase customer saCsfacCon, loyalty and advocacy”
Source: Gartner
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“Or, delivering a consistent customer experience across the enCre enterprise”
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PM + PK = T
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Promises made + Promises kept =
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Every sales has five basic obstacles: no need, no money, no hurry, no desire, and
– Zig Ziglar
no trust.”
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the reality is customers have never had a greater choice of vendors to select from.
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“Its now your obligation to
study how, where & why
customers are connecting
and how they’re making and
influencing decisions”
Who said it?: Brian Solis
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“It takes a mere 5% of “Informed individuals” to influence the direction of a crowd of up to two hundred people.”
Professor Jens Krause, Leeds University
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“Respondents time after time end up concluding that they lead the group – even though they were lead by others”
Professor Jens Krause, Leeds University
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on the shared experiences of others.
People make decisions based…
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Ok, but where do we start then?
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You need a strategy
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“Everybody has a plan until they get punched in the face" Mike Tyson
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Get back to basics
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Quick-fire questions to consider. ? Who are we and who do we want to be?
How do our customers perceive us today and how do we want them to view us tomorrow?
What are the most influenCal drivers of the sales experience?
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Quick-fire questions to consider. ? Do we know who our most valuable customers are?
Are we able to spot changes in purchasing behaviour?
What acCons are your sellers doing which may result in a negaCve sales impact?
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Where to start?
7 Steps to get started with CEM
Source: 1to1 Media 7 Steps to Get Started With Customer Experience
§ Build a cross-‐funcConal work team § Define key elements of a strategy § Map the customer journey § Consolidate customer data collecCon/VoC § Create a governance mechanism § Map the customer experience ecosystem § Select Projects that build momentum
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OP + NT = EOP
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Ok, but how does Enterprise CRM fit into Customer Experience Management then?
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CRM
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We can design & deliver you a world class
CRM strategy no problems…
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Complexity
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Excess baggage
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CRM is not about soZware…
…it is an ideology
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It is about connecting people…
employees customers
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it is about
delighting your customers
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Account number: 23058399
Transaction number: 00092374
Complaint number: CP09938
and seeing them as more than just a number…
Revenue number: € $ £
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…and as companies most
Valuable asset
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§ 25% of firms reported that poorly defined business requirements having a negaCve impact on projects
§ 48% surveyed admiged they suffered technical/integraCon difficulCes
§ 31% of firms reported that poor business process design accounted for project failures
§ 21% of businesses stated the need to customise CRM
Avoid becoming one of these staCsCcs by rethinking your CRM strategy
Source: Computer Weekly.com – Forrester: rethink your CRM strategy
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CRM Success Factors: Strategy, Process, Technology, And People
February 2012 “Navigate The Future Of CRM”
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Service Marketing
Sales
Select Product/ Quote
Order/ Credit Check
Procure/ Build
Ship/ Ensure Fulfillment
Billing/ Accounts Receivable
Traditional Siloed Front-Office CRM
True 360° Customer Engagement Beyond CRM
• First contact resolution rate • Customer referral rate • Unsolicited customer inquiries
Customer-focused KPIs • Average call handling time • Number of cold calls per hour • Number of leads generated
Internal-focused KPIs
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Its about inviCng and integraCng the customer into your enterprise, this is the definiCon of
customer centricity
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CEM + CRM = Customer Intimacy
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One customer, one enterprise,
One experience.
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OP + NT = EOP
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IT ALL STARTS WITH EMPOWERING PEOPLE
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Insight Make Better Decisions
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white noise
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Big data
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Can Marketing Lift Stock Prices?
5 years of data was crunched for two Fortune 1,000 companies (B2B & B2C).
9 month field experiment using specific marketing strategies based on the “customer lifetime value” of each customer or customer segment.
90% of both companies profits were being generated by 20% of their clients.
Used analytics to determine “Customer lifetime value”
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Can Marketing Lift Stock Prices?
B2B company stock increased 33% nine months after experiment. Top 3 competitors stock increased 12%.
B2C company stock increased 58% nine months after experiment. The top 3 competitors stock increased 15%.
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Unleash Customer Value Intelligence
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Data Driven Sales Motion
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More than 1 billion active users
Average user has 130 friends 700 billion minutes spent per month
Twitter More than 200 million active users
Search queries per day 800,000 65 million tweets a day
Youtube More than 2 billion views per day
24 hours of video uploaded every minute
Each user spends 15 minutes per day
What Organizations think of Social Media? Social Media is Real but Overwhelming!
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Few Businesses Have Adjusted Their Social Media Strategy Businesses either don’t or cannot respond to customers in a timely manner
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Social Data at your finger tips
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anywhere people congregate.
90% of word-‐of-‐mouth conversaCons about brands take place offline…
primarily face-‐to-‐face, in people’s homes and offices, in restaurants and stores, really…
Source: KellerFayGroup
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Collaboration Harness the collective wisdom of the crowd
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Did you know 87% firms say that 3 or more people are needed to be engaged for each sales effort
? Source: CSO Insights
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One Team = Collaboration
(MORE) (LESS)
“We win”
“You lose”
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Be informed with less effort
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Agility Information on the move
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We are now living in an always on, connected world
2012: 327M U.S. mobile phones
2013: mobile phones have taken over PC as preferred device to access the internet
2015: mobile phones primary computing device
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The Future: Internet of Things
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The number of mobile workers
User Survey Analysis: Remote Worker Communications Applications and Services, Worldwide
is growing faster than the overall workforce.”
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Omni Channel Building a connected engagement platform
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24/7 brands
Your Customers don’t clock off at 5pm
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Todays Customer Wants Instant Gratification
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Youth Quake Gen Y impact
1.5 Billion Millennials globally
Coming of age: In 2011 the youngest hit their mid-teens & the oldest entered their 30’s
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Nicholas, sounds great in theory, but who’s transformed their go-to-customer strategy successfully?
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CEMEX CEM strategy delivered real tangible results to its customers and shareholders:
n 99.9% accuracy on order-entry transactions
n 99% cement delivery record with no service issues
n 30% ROI based on efficiency improvements and incremental sales
n 29% more volume with the same headcount in customer care center – Reduced Operating Costs
n Increased customer satisfaction
n Increase revenues - delivering sustained growth for shareholders
Ven Bontha, Director – Customer Experience, CEMEX USA
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OP + NT = EOP
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Change is the biggest obstacle
But, change has now changed, it is now…
Ever surprising Unrelenting Unforgiving Only going to get faster & faster & faster…
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Adapt or
Die”
“
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There is no single silver bullet solution
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Avoid diet pill approach Short Term Gains
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Beware of island solutions
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PEOPLE + PROCESS + TECHNOLOGY
BUILD A CONNECTED ENTERPRISE
BY BRINGING TOGETHER
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Competitive Advantage Requires Hard Work
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Service Marketing
Sales
Select Product/ Quote
Order/ Credit Check
Procure/ Build
Ship/ Ensure Fulfillment
Billing/ Accounts Receivable
Traditional Siloed Front-Office CRM
True 360° Customer Engagement Beyond CRM
• First contact resolution rate • Customer referral rate • Unsolicited customer inquiries
Customer-focused KPIs • Average call handling time • Number of cold calls per hour • Number of leads generated
Internal-focused KPIs
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Key Takeaways
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Customer Intimacy 1 It all starts with passion & purpose
2 It’s now the age of the Digital Customer
3 Time for a new Strategy
Everything begins & ends with your customer.
4 Avoid making the same mistakes
5 Innovate at the cold face
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Choosing to Ignore Your Customers is Not a Solution Customers have Virtual Megaphones to Broadcast Their Dissa9sfac9on
MIT SMR “When Unhappy Customers Strike Back on the Internet” Jan 2011
“The company’s attempt at recovery should be swift and its apology perceived as sincere, [but] Timing is everything!” †
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Customer Journey
Vision
Core team
Platforms Intimacy
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Think BIG
Start Small &
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Different perspective
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Delivered simply & conveniently
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– Vineet Nayar, HCL
Enable innovation at that interface.”
Value gets created between the employee and the customer, and management’s job is to
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Excellent books to get your brain juices fired up
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Some cool CEM assets worth reading…
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I have the power to drive
transformational change
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OP + NT = EOP
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?
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Old Process + New Technology =
Expensive Old Process
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© 2011 SAP AG. All rights reserved. 138 Public
Feel free in connecting with me @
#nicholask71
http://cn.linkedin.com/in/nicholaskontopoulos
Thank You!
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© 2011 SAP AG. All rights reserved. 139 Public
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