Anthony Leaper and myself postulate on the role of CRM technology today in a world where digital and physical interactions converge seamlessly, and where for many their first brand experiences will be digital ones. How does this impact customer engagement? And what does this mean for the traditional technologies supporting CRM?

1. CRM Evolution
From CRM to the Customer-Managed Relationship
Jamie Anderson, VP Global Product Marketing, Customer LoB, SAP
Anthony Leaper, SVP, SAP JAM

2. 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

3. © 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.

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CRM: from system of record to system of engagement

5. 19th Century Engagement
21st Century Engagement

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Remember – not everyone wants the same things

7. 48hours of YouTube uploads 204,1667,667 email messages
2,000,000Google queries
684,478Facebook shares
$272,070 consumers spend
100,000Twitter tweets
47,000Apple app downloads3,125Flickr photos
27,778Tumblr blog posts
3,600Instagram photos 34,722Facebook likes
2,083Foursquare check-ins
571new websites
347Wordpress blog posts
217new mobile web users
Source: Domo, Inc.
Every minute – of every day

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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.

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“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

10. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 10
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

11. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 11
Continued Customer Experience Evolution is – inevitable

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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 DataCloud Social
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10010110110

13. 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.

14. © 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