social customer experience management
DESCRIPTION
This presentation on Customer Experience Management was delivered at The Social CRM Conference in Singapore on the 21/01/2014. The event was attended by Senior Marketing Executives from around the Asia Pacific and Japan region.TRANSCRIPT
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SOCIAL CUSTOMER EXPERIENCE MANAGEMENT
Social CRM 2014 21st of January, 2014 | Sheraton Tower, Singapore
Nicholas Kontopoulos Senior Director, Global Product Marketing SAP Solutions for Sales, Marketing and Customer Service
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OP + NT = EOP
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This is the dawn of Generation C. Where "C" represents a connected society based on interests and behavior. Gen C is not an age group -- ITS A WAY OF LIFE.
- Brian Solis, author and digital analyst
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THERE HAS BEEN A
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They are now armed to the teeth.
CUSTOMERS ARE NO LONGER PASSIVE
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EVANTUBE HD ENGAGING THE BUYERS OF TOMORROW
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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.
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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
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2.4 BILLION brand-related conversions happen in America everyday.
THIS CHANGES THE RULES FOR MARKETERS
SOURCE – KELLER FAY GROUP
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IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE.
THIS CHANGES THE RULE FOR MARKETERS.
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59% of customers are willing to try a new brand to get better customer service.
SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
AND IT RAISES THE STAKES FOR CUSTOMER SERVICE
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57% of the buying process is completed before a first interaction with sales.
SOURCE – CUSTOMER EXECUTIVE BOARD
IT CREATES A NEW KIND OF THINKING AROUND SALES
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71% of customers don’t think companies are doing anything to keep their business.
WHILE CUSTOMER EXPECTATIONS CONTINUE TO RISE
SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
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- Brian Solis
DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt.
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COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.
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OP + NT = EOP
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DUDE, IT’S NOT ALL ABOUT THE TECHNOLOGY…
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THERE IS NO SINGLE SILVER BULLET SOLUTION
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21ST CENTURY CUSTOMERS REQUIRE A 21ST CENTURY MANAGEMENT RESPONSE
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REINVENTING MANAGEMENT FOR THE 21ST CENTURY
History Lesson on Management 1.0 REINVENTING MANAGEMENT FOR THE 21ST CENTURY – GARY HAMEL An excerpt from the University of Phoenix Distinguished Guest Video Lecture Series
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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 urnover $1b a year.
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1920: By this time most of the tools for modern management have been created:
Pay for Performance
Since then the way we manage has hardly changed.
Capital Budgeting
Task Design
Divisionalization Brand Management
HISTORY LESSON ON MANAGEMENT 1.0
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19TH CENTURY ENGAGEMENT
Sales & Marketing Funnel
Awareness
Interest
Desire
Action
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SHARE RESEARCH
SHOP
PURCHASE TRIGGER EVENT
COMPARE
CUSTOMERS REQUIRE A NEW 21ST CENTURY ENGAGEMENT MODEL DRIVEN BY SOCIAL
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OP + NT = EOP
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- W L Bateman
If you keep on doing what you’ve always done, you’ll keep on getting what you’ve always got.
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© 2011 SAP AG. All rights reserved. 29 Public
WE NEED TO RETHINK OUR MARKETING & SALES STRATEGIES.
LET’S START WITH BINNING THE CONCEPT OF…
A GO-TO-CUSTOMER STRATEGY
a go-to-market strategy
and replace it with
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do I start with? WHICH ACRONYM
SCRM
CEM CX
CRM
Social
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- Paul Greenberg
Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company's response to the customers' ownership of the conversation.
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© 2011 SAP AG. All rights reserved. 32
CUSTOMER EXPERIENCE MANAGEMENT
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The customer’s perceptions and related feelings caused by the one-off & cumulative effect of interactions with a supplier’s employees, systems, channels or products.
CUSTOMER EXPERIENCE
Source: Gartner
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“Or, the aggregated memories of every touch a customer has with your company”
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Source: Gartner
The practice of designing and reacting to customer interactions to meet or exceed customer expectations to increase customer satisfaction, loyalty and advocacy.
CUSTOMER EXPERIENCE MANAGEMENT
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“Or delivering the consistent customer experience across the entire enterprise”
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- Zig Ziglar
Every sale has five basic obstacles: no need, no money, no hurry, no desire, and no trust.
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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 PROBLEM!
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COMPLEXITY
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EXCESS BAGGAGE
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CRM IS NOT ABOUT SOFTWARE… IT IS AN IDEOLOGY
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IT IS ABOUT CONNECTING EMPLOYEES TO CUSTOMERS
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IT IS ABOUT DELIGHTING YOUR CUSTOMERS
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ACCOUNT NUMBER 23058399
TRANSACTION NUMBER 00092374
COMPLAINT NUMBER CP09938
REVENUE NUMBER € $ £
AND SEEING THEM AS MORE THAN JUST A NUMBER…
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…AND AS COMPANIES’ MOST VALUABLE ASSET
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OP + NT = EOP
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Who said it? Brian Solis
It’s now your obligation to study how, where & why customers are connecting and how they are making & influencing decisions.
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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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- Professor Jens Krause, Leeds University
Respondents time after time end up concluding that they lead the group – even though they were lead by others.
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PEOPLE MAKE DECISIONS BASED ON THE SHARED EXPERIENCES OF OTHERS
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WHERE DO YOU START?
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YOU NEED A STRATEGY
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7 STEPS TO GET STARTED WITH CEM
Source: 1to1 Media “7 Steps to Get Started With Customer Experience”
Build a cross-functional work team
Define key elements of a strategy
Map the customer journey
Consolidate customer data collection/VoC
Create a governance mechanism
Map the customer experience ecosystem
Select projects that build momentum
01
02
03
04
05
06
07
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CRM SUCCESS FACTORS: STRATEGY, PROCESS, TECHNOLOGY, AND PEOPLE
Strategy Business goals and objectives
People Organizational structure, skills, and incentives
Process Procedures and business rules
Technology Apps and
infrastructure
Source: Forrester “Navigate the Future of CRM” (February 2012)
Develop process flows to achieve the selected strategy.
Condition the organization to adopt new processes.
Get target users to successfully utilize
the applications
Deploy new technology that supports required
process flows.
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AVOID BECOMING ONE OF THESE STATISTICS BY RETHINKING YOUR CRM STRATEGY
25% of firms reported that poorly defined business requirements had a negative impact on projects.
48% surveyed admitted they suffered technical/integration difficulties.
31% of firms reported that poor business process design accounted for project failures.
21% of businesses stated the need to customize CRM.
Source: ComputerWeekly.com – Forrester; Rethink Your CRM Strategy
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CUSTOMER EXPERIENCE LEADERS OUT PERFORM 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%
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OP + NT = EOP
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SAP CASE STUDIES
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Pierre Bourbonnière Head of Marketing
At STM our marketing objectives are to generate additional ridership and non-fare revenue. To do this we realised we needed to engage better with our existing customers and provide a better user experience, information, and value.
“
”
Objective Transform STM’s one-to-one marketing strategy to drive loyalty and improve the customer experience through fare and route advice, and geo-localized partner rewards.
Solution SAP CRM
Benefits Increased fare revenue from greater ride frequency and non-fare revenue from partner ecosystem
AT A GLANCE
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Transit Directions
Personalized Offers
Redemption
Loyalty Integration
Enhance the Rider
Experience
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Krissy Espindola Director, Knowledge Management & Social Customer Support
Looking at our results with social engagement, the ROI is tremendous. We are getting a 94% resolution rate as compared to our usual 11-12%. We are seeing tremendous ROI servicing our customers on social using these tools.
“
”
Objective Take on larger rivals by providing a delightful social media experience
Solution SAP Social Media Analytics by NetBase SAP Cloud for Social Engagement
Benefits Meet increasing demand for social media interaction without scaling team. Reduced churn. More cost-effective customer acquisition with marketing messages based on social buzz.
AT A GLANCE
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AT&T AND T-MOBILE SLUG IT OUT OVER A CUSTOMER ON TWITTER
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© 2011 SAP AG. All rights reserved. 69 Public
LISTEN SAP Social Media Analytics by NetBase
UNDERSTAND Fan Appz, an SAP Cloud Partner
ENGAGE SAP Cloud for Social Engagement
THE FULL SOCIAL WEB
PERSON TO PERSON
YOUR TARGET AUDIENCE
USING SOCIAL TO LISTEN, UNDERSTAND, AND ENGAGE
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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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TODAY’S CUSTOMERS WANT INSTANT GRATIFICATION
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WATCH OUT FOR THE “CREEPY FACTOR”
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ANYWHERE PEOPLE CONGREGATE.
90% of word-of-mouth conversations about brands take place offline.
PRIMARILY Face-to-face, in people’s homes and offices, in restaurants and stores.
Source: KELLER FAY GROUP
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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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OP + NT = EOP
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- Charles Darwin
It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.
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• Ever surprising
• Unrelenting
• Unforgiving
• Only going to get faster and
faster and faster...
But CHANGE has now changed. It is now…
CHANGE IS THE BIGGEST OBSTACLE
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Adapt or Die
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AVOID DIET PILL APPROACH SHORT TERM GAINS
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BEWARE OF ISLAND SOLUTIONS
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BUILD A CONNECTED ENTERPRISE BY BRINGING TOGETHER PEOPLE + PROCESS
+TECHNOLOGY
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COMPETITIVE ADVANTAGE REQUIRES HARD WORK
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© 2011 SAP AG. All rights reserved. 84 Public
OP + NT = EOP
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KEY TAKEAWAYS
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OLD RECIPES NO LONGER WORK CRM MUST EVOLVE BEYOND THE FRONT OFFICE TO BE IN THE GAME
Front Office EFFICIENCY
INTERNAL FOCUS
Inside - Out
TO WIN THE GAME
Front Office EFFECTIVENESS
CUSTOMER FOCUS
Inside - Out
TO CHANGE THE GAME
Customer EXPERIENCE
CUSTOMER ENGAGEMENT
FOCUS ON 1:1
Outside - In
STR
ATE
GIC
TA
CTI
CA
L
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AWARENESS CUSTOMER BRAND ADVOCATE
BUYER’S JOURNEY
SELLING MOTION
TO WIN TODAY YOU MUST ALIGN YOUR MARKETING AND SELLING MOTION TO YOUR BUYER’S JOURNEY
Shape Vision
Influence
Compare
Assess Risk
Differentiate & Value
Purchase
Support
Set Criteria
Build Confidence
Loyal or a Detractor
Close
Guide Discover Target Win
Commit to Change
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TURN INSIGHT INTO ACTION TO CREATE EXCEPTIONAL EXPERIENCES
• Drive operational excellence
• Empower employees & partners
• Deliver on your promises
EXECUTION
INSIGHT
• Understand customers
• Identify opportunities
• Predict their needs & behavior
EXPERIENCE
Interact with customers 1:1 in the moment when it matters across channels & touch points
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You’ve got to start with the CUSTOMER EXPERIENCE and work back toward the technology.
- Steve Jobs
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© 2011 SAP AG. All rights reserved. 90 Public
OP + NT = EOP
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© 2011 SAP AG. All rights reserved. 91 Public
?
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Old Process + New Technology =
Expensive Old Process
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about.me/nicholask71
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Feel free to connect with me at : [email protected]
#nicholask71
http://sg.linkedin.com/in/nicholaskontopoulos
© 2013 SAP AG. All rights reserved.
THANK YOU!