May, 2012

Managing Multi Channels in the CP Environment Jamie Anderson, Director, Global Solution Marketing

The Good Old Days

Now

4 Confidential

Social Networks are eating the World

Barry Libert, Open Matters

1.3B 1.1B 1.0B

900M+ 330M+ 310M

5 Confidential

Mobile is fuelling the new human consumption model

CITA, Gartner

2012: 327M U.S.

mobile phones

2013: mobile phones most

consumer web access

devices

2015: mobile phones

primary computing

device

Result: Data explosion

2.8 million emails per second*

200+ million tweets per day

24.8 Million Facebook updates per hour

7 Confidential

Customer Service is becoming the new Marketing

“A recent study by Boston-based, Cone inc, discovered that 4 out of 5

consumers reversed purchase decisions based on negative online reviews

regarding products and services”

Blog source: Do you trust Strangers? – B2Community

http://www.business2community.com/content-marketing/10-ways-to-achieve-multichannel-commerce-

part-6-do-you-trust-strangers-0161670

8 Confidential

SAP Social Customer Engagement OnDemand Team-based social media engagement for an

excellent customer experience

Social media listening

Get a prioritized list of important messages

Detect sentiment and keywords

Understand brand-level trends and buzz

Real-time Facebook and Twitter message response

Route, assign and escalate messages

Organize messages with tagging, flagging, favorites

Collaborate among team members

Respond rapidly and consistently with integrated Social

Knowledgebase

Increase efficiency with response templates

Complete social profile and history

Capture the complete social interaction history

View public social profile and message timeline

Determine Social influence

Manage consumer data

Analytics

Embedded charts and dashboards for critical information

Measure team performance and impact with built-in KPIs

Explore messages and people with tag clouds

9 Confidential

B2Community blog: Why every channel (still) counts.

10 Confidential

Yes. On-line matters, but traditional values still hold true

“I like the products they offer” 85% Quality Products

“I know they’re always cheap/reasonably priced” 78% Price

Top 5 factors driving purchasing decisions of online shoppers – PWC study 2011

“Easy to use website” 75% Online Usability

“I like the Store/Brand” 74% Loyalty

“I trust them / I can return items in-store” 68% Trust / Multichannel

The key is to blend these experiences into the overall multi-channel

experience to create true Brand differentiation.

Technology

is Changing

the Game

1 Sirius Decisions , 2 McKinsey Quarterly

70% of selling happens

before the first sales call.

”

“

1

Customers say…what they

really want is a great

experience.

”

“

2

Customers are

Changing the Rules

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Understand your customers’ history, sentiment, preference … and expectations

Make every interaction count, take the opportunity to listen and learn

Deliver on your promises, live your brand

ABC’s of delivering Engaging CRM

Point to Point Integration does not support Differentiating Customer Experiences

Service

Sales

Social

monitoring

Employee

experts

Contracts

Mobile

devices

Business

Intelligence

Marketing

Loyalty

Web Channel

Partners

Order History

Invoices

Collaboration

Customer

Always Be Connected

Inventory

13 Confidential

Coop Videos

22% increase in revenues

41% increase in average order size

15 Confidential

Web Channel Experience Management Next-Generation E-Commerce (B2C and B2B)

New Web Channel Platform: Web 2.0, Extensible, Interactive UI, Web Channel Builder as Configuration Tool, Enhanced Product Catalog

E-Commerce: Enhanced Payment Methods (e.g. PayPal), Quick Check Out

E-Marketing: Personalized Recommendations, Loyalty Management

E-Service: Guided Flows, “My Support” Home Page, Community Management, Knowledge Management (with eGain)

16 Confidential

Three Faces to the Customer: #1 eCommerce

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Three Faces to the Customer: #2 mCommerce

iOS App Web App

18 Confidential

Three Faces to the Customer: #3 fCommerce

19 Confidential

A Single E-Commerce, E-Marketing & E-Service Platform

Web Channel

Managers

Easily set up and manage

your Web presence with

simple, step-by-step Web

site management

Businesses

Leverage powerful and

convenient self-services

& manage all sales and

service interactions from

one place

Consumers

Enjoy quick and easy

online shopping

experiences as well as

consistent experiences

across all touch points

20 Confidential

Join the discussion

http://www.business2community.com/author/jamie-anderson

21 Confidential

© SAP

2010 /

Page

21

Thank you!

Contact

Jamie Anderson

Global Marketing Director

CRM Multi-Channel & eCommerce Solutions

E: j.anderson@sap.com

T: +44 7825 833047

T: @collsdad