From CRM to the Customer-Managed Relationship

CRM Evolution

From CRM to the Customer-Managed Relationship

Jamie Anderson, VP Global Product Marketing, Customer LoB, SAP

Anthony Leaper, SVP, SAP JAM

Power to the people “…and the Left Wing talk

about giving the power to

the people… you

know…anybody knows that

the people have the power.

All we need to do is awaken

the power in the people.

People are unaware, it’s like

they’re not educated to

realise that they have the

power.”

John Lennon, 1969

© 2013 SAP AG or an SAP affiliate company. All rights reserved. 3

Digitally connected

Socially networked

Better informed

79% of customers spend at

least 50% of total shopping time researching products online.

53% of customers abandoned an

in-store purchase due to negative online sentiment.

59% of customers are willing to

try a new brand to get better customer service.

People have the power and are changing the rules.


CRM: from system of record to system of engagement

19th Century Engagement

21st Century Engagement


Remember – not everyone wants the same things

48 hours of YouTube uploads 204,1667,667 email messages

2,000,000 Google queries

684,478 Facebook shares

$272,070 consumers spend

100,000 Twitter tweets

47,000 Apple app downloads 3,125 Flickr photos

27,778 Tumblr blog posts

3,600 Instagram photos 34,722 Facebook likes

2,083 Foursquare check-ins

571 new websites

347 Wordpress blog posts

217 new mobile web users

Source: Domo, Inc.

Every minute – of every day


HSE24, as live sales channels, is very

dependent on time. What we’ve seen is

that we can get a complete picture of the

customer in seconds – including data

coming from new sources like social

media. We can now have more detailed

analysis of our sales in real-time, and

deliver personalized offerings to the

customer while he is calling for new cross

and up-sell opportunities. We want to

continue to grow our sales in new

countries. Having one real-time platform

will be a key success driver for us to

conquer the markets in the future.

Norbert Paulus, EVP Broadcast & IT, HSE24

At a Glance

Objective

Engage the customer in real-time

Solution

SAP CRM powered by SAP HANA

SAP Customer Engagement Intelligence

Benefits

Personalize customer engagement with

real-time information

“

”

HSE24: Personalizing customer engagement in Real-Time.

© 2013 SAP AG or an SAP affiliate company. All rights reserved. 9 Public

“Right offer, right time” is no longer good enough

It also has to be ‘right place’

Right offer, right time is – no longer good enough

Where I am is also important


STM needed new ways to engage the

connected customer, in order to

increase ridership and give customers

reasons to take public transit. Cloud-

based SAP Precision Retailing helped

them connect several hundreds retailers

and other venues to their customers in

real-time using mobile and in-memory

computing to deliver compelling,

personalize offers.

Pierre Bourbonniere, Head of Marketing, STM

At a Glance

Objective

Engage with existing customers –

provide better user experience, info, value

Solution

SAP Precision Retailing

Goals

Increase customer communication, brand

awareness and improve brand image.

“

”

STM: Engaging the connected customer


Continued Customer Experience Evolution is – inevitable


CRM is a journey – the long and winding road

Power of the customer …customers are in control and are

changing the rules of engagement

Future of engagement Close the execution gap from

analysis through insight to action…

CRM must evolve

CMR?

Mobile Big Data Cloud Social

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The right insight at the right time

Specific to your industry

Integrated to your enterprise

With an experience that drives results

SAP 360 Customer for

Marketing Sales Service Commerce Social

It’s time to engage your customers like never before.

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Thank you

Contact information:

Jamie Anderson

VP Global Product Marketing, Customer LoB

+44 (0)7825 833047

@collsdad

Technology

From CRM to the Customer-Managed Relationship