The customer journey has no boundaries, it flows between channels, devices and departments. * How is your marketing organization dealing with providing a seamless customer experiences across your entire company? * Are your sales and marketing forging a strong, collaborative alliance that enables them to work in harmony? * Do your marketing and commerce teams have the same vision of the right customer experience? Disruptive innovation is only achievable if you are findings the problems worth solving, and empowering yourself and your teams with the right problem solving tools. Nicholas keynote will explore how SAP has been harnessing the power of ‘Design Thinking’ reveals the linkages between “design” and disruptive products, services, and even business model innovation.

1. 16th of June, 2017
Nicholas Kontopoulos
Global Vice President Fast Growth Markets,
Audience Engagement Marketing, SAP Hybris
GOING BEYOND DIGITAL DISRUPTION:
Harnessing the power of design thinking.

2. MY OBJECTIVE TODAY IS TO…

3. THROW SOME
‘MIND GRENADES’

4. FIRE-UP YOUR
BRAIN JUICES

6. BY EXPLORING THE IMPACT
DIGITAL CUSTOMERS
HAVE BEEN HAVING ON
OUR ENTERPRISES.

7. Challenging landscape ahead for marketers

8. Customers are harder to engage than ever before.
99.76%
of online ads are ignored.
Source: Google
60%
of consumers abandoned a
purchase due to a poor service
experience.
Source: American Express Global Barometer
57%
of the buying process is
completed before a first
interaction with sales.
Source: Customer Executive Board

9. CUSTOMERS
ARE NOW
IN CHARGE
A PARADIGM SHIFT HAS OCCURRED!

10. THIS
IS
NOT
YOUR
CUSTOMER’S
JOURNEY
Awareness
Interest
Desire
Action

11. EACH CUSTOMER
CHOOSES THEIR
OWN ADVENTURE

12. Today’s B2B buying behavior
66%-90%
(Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report)
B2B buyers conduct heavy
research in the early stage. They
are ‘done’ by the time they
contact vendors¹.

13. Today’s B2B buying behavior
And they trust these sources²:
(Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report)
Independent
White Papers 64.4%
Peers Referral 51.1%
Trials / Demos 42.2%
Analyst Reports 37.8%

14. 14© 2014 SAP AG or an SAP affiliate company. All rights reserved.(Source: CMO Council “Better Lead Yield in the Content Marketing Field”)
B2B buyers don’t trust vendor content
are the percentages of respondents who
name content from professional groups
vs. vendors as highly trusted.
67% 9%VS.

15. The business impact

16. 86%
of customers are
willing to pay more
for a better
customer
experience.
SOURCE: AMERICAN EXPRESS GLOBAL
CUSTOMER BAROMETER

17. EVERY CHANNEL
IS A SERVICE
CHANNEL

18. A new path forward

19. 19INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What is design thinking?
§ Design thinking is a creative way to
help you innovate faster and better
§ It helps your company prioritize the
problems you need to solve
§ It helps you develop innovative
solutions

20. 20INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ

21. 21INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Design thinking pioneer
At Stanford, we teach 'design
thinking' - that is, we put
together small,
interdisciplinary groups to
figure out what the true needs
are and then to apply the art of
engineering to serve them –
Hasso Plattner, SAP Founder

22. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 22Confidential
Design Thinking helps improve Customer Experience
feasible
(technology)
viable
(organization)
desirable
(human)

23. Design thinking: three key principles
1) Desirable: what you (and customers!) want to see happen
2) Feasible: what is possible (with new or existing technology)
3) Viable: what your organization can sustain (and customers are willing to pay for!)
We go very broad in thinking what is desirable
Working as team, we identify what is feasible and viable

24. 24INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Think problems before
solutions.
It’s easy to get excited about CX solutions.
But achieving excellence in CX is not just
about technology.
It’s a journey that starts with getting your
organization excited about fixing the
challenges that stand in the way of CX.
Design Thinking is a useful starting point for
achieving that together.

25. INNOVATION = CREATIVITY x EXECUTION

26. INNOVATION = CREATIVITY x EXECUTION
PROBLEM SOLVING:
WE’RE ALL GOOD AT THIS BUT IT OFTEN LEADS TO
INCREMENTAL INNOVATIONS

27. INNOVATION = CREATIVITY x EXECUTION
PROBLEM FINDING:
IDENTIFYING THE PROBLEM WORTH FINDING IS WHAT
OFTEN LEADS TO BREAKTHROUGH INNOVATIONS

28. 28INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
ALWAYS EXPLORING
So, what capabilities do you need?

29. 29© 2017 SAP SE or an SAP affiliate company. All rights reserved.
ǀ
SHAMELESSLY HUMAN CENTRED
CURIOUS TO UNDERSTAND A VARIETY OF PERSPECTIVES WHEN CREATING SOLUTIONS
Douglas Engelbart

30. 30© 2017 SAP SE or an SAP affiliate company. All rights reserved.
ǀ
CONFIDENTLY ITERATIVE
DARE TO PROTOTYPE, TEST, AND IMPROVE SOLUTIONS REPEATEDLY.
WILLING TO SACRIFICE IDEAS.

31. 31© 2017 SAP SE or an SAP affiliate company. All rights reserved.
ǀ
BUSINESS AWARE
DELIVER SOLUTIONS THAT BALANCE DESIRABILITY, FEASIBILITY AND VIABILITY

32. 32INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
A change in mindset is required
SCOPING
SYNTHESIS
PROTOTYPINGUser test
RESEARCH
IDEATION
Solution space
Problem space

33. 33INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Bringing together a
good approach,
with the right
people, in the right
environment.
Design thinking is about..
CX

34. 34INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Thinking from the customers perspective.

35. 35INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ

36. 36
SAMPLE AGENDA
(adaptable from 4h - 2 days duration)
Understand Problem Create Solutions Ideation
Ÿ Introduction to Ideation &
techniques
Ÿ Generate ideas, build up and
blend ideas
Ÿ Cluster and prioritize ideas
Prototyping
Ÿ Introduction to Prototyping
Ÿ Prototyping of solutions
Validation
Ÿ Introduction to Validation
Ÿ Iterate prototype
Ÿ Presentation & feedback
Wrap Up
Ÿ Review / Feedback
Kick-Off
Ÿ Introduction, Team Forming
Ÿ Overview and Introduction to
Design Thinking
Scoping
Ÿ Intro to the Design Challenge
Ÿ Completion of the Scoping
360° Research
Ÿ Introduction to 360° Research
Ÿ Sample techniques
Ÿ Research
Synthesis
Ÿ Introduction to Synthesis
Ÿ Storytelling & wall of data
creation
Participants:
2-4 multi-disciplinary teams - each consisting of 4-6 people – a mix of people from: end-users, line of business experts, developers, technology
experts, suppliers, customers etc.

37. 37© 2017 SAP SE or an SAP affiliate company. All rights reserved.
ǀ
The results speak for themselves.
“With the range of activities your design
function has undertaken, SAP has clearly
recognized the opportunity to become one of
the most influential companies on the planet
when it comes to design. Corporations,
universities and individual careers will greatly
benefit from everything SAP has orchestrated
to make design understandable and
accessible.”
- Jeneanne Rae, DMI
v APPLE
v COCA-COLA
v FORD
v HERMAN MILLER
v IBM
v INTUIT
v NEWELL
v RUBBERMAID
v NIKE
v P&G
v STANLEY BLACK &
DECKER
v STARBUCKS
v STARWOOD
v STEELCASE
v TARGET
v WALT DISNEY
v WHIRPOOL

38. SAP Hybris: case study

39. We are on a journey.

41. Death by PowerPoint

42. Adaptor Die

43. COMPLEX

45. Our Customer Journey
There are many touchpoints in our digital & physical ecosystem.
Awareness
News
Social Media
Events (Digital &
Physical)
White Papers
Reports
Blog Posts
Awareness
Discovery
Consideration
Interest
Action
Use
Advocacy
Discovery
News
Social Media
Events (Digital &
Physical)
White Papers
Reports
Blog Posts
Consideration Interest Action
Free Product Trials
Use
Success Stories
Advocacy
FCEC
Hybris.com
DG
Whitepapers
Events (Digital &
Physical)
Channels
Timeline
Social Media
Events (Digital &
Physical)
Social Media
Events (Digital &
Physical)

46. Our Customer Journey
Serving customer 2.0 via an Omnichannel ecosystem
Like a interconnected solar
system held together by
gravity.
Our content capsules would be
the gravity that keeps it all
within the solar system of the
audience.
Sales CallWebsite
VisitSocial
Media
Friends
& Family
Web
Researc
h
Determine
Problem
Search
Website Visit
LEAD
FCEC.com
SAP.com
Hybris.com
Web Destinations
Content Pieces
Blogs
Infographics
Polls
News
Social Media
Twitter
Facebook
Instagram
YouTube
Google Search
Audience

47. Our Customer Journey
A new approach to content creation
Digital
Our assets
and ideas become
the digital fuel
that is filtered
through our editorial
approach to content
creation
producing more
quality content
pieces and types
that can be
published through
more channels
giving the customer
more ways to
interact and engage
with SAP Hybris

48. Customer First Content
Experience
Complete Product Portfolio
Personalized Omnichannel
Journey

49. Our Customer Journey
Example: create experiential customer showcases

50. Our Customer Journey
Example: create experiential customer showcases

51. Our Customer Journey
Example: create experiential customer showcases

52. Our Customer Journey
Example: create experiential customer showcases

53. Our Customer Journey
Example: The future of customer engagement & commerce

54. Our Customer Journey
Example: Digital event platform

55. Our Customer Journey
Example: Digital customer engagement tools and content

56. Our Customer Journey
Example: SAP Hybris.com

57. Our Customer Journey
Example: Always on with ON24 webinar platform

58. Our Customer Journey
Example: Always on with ON24 webinar platform

59. Our Customer Journey
Example: Always on with ON24 webinar platform

60. Key takeaways

61. 61INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Design thinking: is the process of
harnessing creative and critical
thinking.
§ Human Centred: empathy needs to be at the
heart of your efforts.
§ Confidently iterative: marketers need to
ideate, test, learn and adapt.
§ Business Aware: focus on desirability
(human), viability (business) and feasibility
(technology)

62. START BY LISTENING
to your customers.

63. EACH CUSTOMER
CHOOSES THEIR
OWN ADVENTURE

64. CREATE AN OMNICHANNEL
IMMERSIVE EXPERIENCE
Social Always OnMobility Rich Content

65. THE MOST
IMPORTANT
THING WE
PRODUCE?

66. IS AN ENGAGED
CUSTOMER.

67. www.the-future-of-commerce.com

68. Customer Experience Assessment

69. 69INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Recommend Design Thinking Books
Change By Design
Tim Brown
Design Works
Heather Fraser
Back of the Napkin
Dan Brown

70. 70INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Recommend Design Thinking Reads
Designing for Growth
Jeanne Liedtka and Tim Ogilvie
The End of Business as Usual
Brian Solis
This is Service Design
Thinking Marc Stickdorn

71. 71INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Recommend Design Thinking Blogs

72. 72INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Recommend SAP Design Thinking Resources
Video: History of Design
Thinking with SAP
https://www.youtube.com/wa
tch?v=vvu5mgocfjg
Calculate the value of
improving User Experience
https://www.sap.com/cmp/dg/cr
m-xm14-cdm-it-tr41/index.html
Kraft grows export business
using Design Thinking
https://www.youtube.com/
watch?v=SCg4ZKwuIRc

73. Thank you.
Contact information:
Nicholas Kontopoulos
Global Vice President of Fast Growth Markets
Audience Engagement Marketing
Email: Nicholas.Kontopoulos@sap.com
Twitter: @NicholasK71
Partner logo

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