SAP Customer Experience

The key concerns most marketers face today include having a single view of their customer, ensuring that their customers trust them with their personal data, creating a customer for life, responding to customers who use 'digital channels' first in all their engagements, and seamlessly connecting the front office to the back office. Only SAP Customer Experience provides a complete solution set to address the concerns that are shaping today's customer experience.

Building a single view of the customer without being creepy

Whatever industry you work in, data should be the lifeblood of your business. Yet it’s likely you’ve got more than you know what to do with. It’s stored in different systems, owned by different teams and you have limited analytics resources to make sense of it all. This makes it difficult to build accurate customer profiles and increases the likelihood that your next campaign will be late to market. Worse still, it will miss the mark completely if your potential customer moved on weeks ago.

Whatever industry you work in, data should be the lifeblood of your business. Yet it’s likely you’ve got more than you know what to do with. It’s stored in different systems, owned by different teams and you have limited analytics resources to make sense of it all. This makes it difficult to build accurate customer profiles and increases the likelihood that your next campaign will be late to market. Worse still, it will miss the mark completely if your potential customer moved on weeks ago.

Building a single view of the customer has become a Holy Grail for marketers. Making life easy for your customers and providing consistent, personalised experiences are the most effective ways to build brand loyalty. These are the main reasons why people will tell their friends good things about your business.

It isn’t easy because your marketing department has lots of moving parts. There are multiple teams running different campaigns with lots of messages being delivered to the same customers. This isn’t a bad thing – your customers are happy to receive offers from your brand as long as they show an understanding of their personal preferences.

But there has to be a level of consistency across all channels. And that’s just about impossible to deliver if you don’t have a view of every single customer touchpoint whether they’re buying in your store, browsing on your website, chatting to somebody in a call centre or sharing feedback on social media. Fragmentation is your enemy.

With 13,000 rooms in six different countries, SAP Customer Experience is helping Palladium Hotel Group better understand its customers to support the goal of turning them into fans. This means the marketing team is able to put dollars in the right place, at the right time, to get the right message to the right people.

Palladium understands that customers come and go but fans will always return. Since working with SAP Customer Experience it’s been able to create campaigns 55 per cent faster and email open rates are up 22 per cent. More importantly, real-time profile building before and during stays means that offers and incentives can be delivered based on their evolving profile.

Making sense of data 

Whatever industry you work in, data should be the lifeblood of your business. Yet it’s likely you’ve got more than you know what to do with. It’s stored in different systems, owned by different teams and you have limited analytics resources to make sense of it all. This makes it difficult to build accurate customer profiles and increases the likelihood that your next campaign will be late to market. Worse still, it will miss the mark completely if your potential customer moved on weeks ago.

Instead of putting this problem in the too-hard basket, you need to find a way of harnessing the power of data analytics in a way that will help deliver the personalised experiences your customers demand. Failing to do so simply encourages them to look elsewhere.

Emmi Group is one of Europe’s most innovative premium dairies. When it started on the path of digital transformation, digital consumer experiences were its number one priority. It already had a huge number of touchpoints across websites and social channels but needed to gain a better understanding of its customers. Working with SAP Customer Experience, Emmi’s known consumers have increased by 31 per cent and conversion rates have tripled.    

When you’re doing a good job of personalisation, there’s a fine line to walk between delighting your customers and being creepy. An already difficult task has been made more sensitive by recent news stories like the Cambridge Analytica scandal.

But this shouldn’t deter you. Building and managing a single customer view is a realistic and important goal because your customers crave consistent, personalised experiences that provide value and shows you understand them.

Adidas is setting a high standard here with its ‘miadidas’ shoe customisations. With a smart supply chain powered by SAP Customer Experience, customers can choose what colour they want their new shoes to be, the design they’d like printed on them and even the materials used to make them.

 What does the ultimate customer personalisation look like in your business? Armed with the power of accurate customer data, there’s never been a better time to bring that vision to life.

Learn more here.

Scott Treller, Executive General Manager, SAP Customer Experience


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