SAP Customer Experience Live 2020 Overview
Source: SAP
Over the last half-year, we have observed the evolution of the retail market. In just a few months, there has been a change forecasted to last for several years. The situation forced entrepreneurs to immediately adapt their supply chains and business models to the new reality. The pandemic has had a profound impact on the way companies interact and communicate with their customers, and the sudden increase in e-commerce is only part of the story. Timeliness, trust, and a deep understanding of the customers’ needs have become more important than ever before. If companies want to grow and generate profits, they need to build relationships that go beyond a single transaction.
From mass communication to personalization
This year’s SAP Customer Experience Live conference theme was focused on building personal, connected and trusted relationships, and – due to the epidemiological situation – transferred entirely to the web. The annual conference, bringing together sales, marketing, customer service and e-commerce specialists, concentrates on innovative technological solutions for companies from various industries and is full of inspiring examples of the use of intelligent tools to improve business processes.
For me as a marketer and as a football fan, one of the most interesting was a speech by Stefan Mennerich, head of communication for this year’s winner of the Champions League – Bayern Munich. He talked about how SAP helps Bayern, a globally recognized club, to provide a personalized experience for fans from all over the world. Whether a fan of Manuel Neuer from Rio de Janeiro or Robert Lewandowski’s fan from Tokyo enters the site, they are addressed with an individual message and offered products they may be interested in – no matter if they start their visit to the official club’s store from a computer and continue on the phone. This is the essence of the full personalization of marketing communication.
Adam Tarajkowicz
Marketing Manager
Adam Tarajkowicz
Marketing Manager
For me as a marketer and as a football fan, one of the most interesting was a speech by Stefan Mennerich, head of communication for this year’s winner of the Champions League – Bayern Munich. He talked about how SAP helps Bayern, a globally recognized club, to provide a personalized experience for fans from all over the world. Whether a fan of Manuel Neuer from Rio de Janeiro or Robert Lewandowski’s fan from Tokyo enters the site, they are addressed with an individual message and offered products they may be interested in – no matter if they start their visit to the official club’s store from a computer and continue on the phone. This is the essence of the full personalization of marketing communication.
SAP introduces SAP Customer Data Platform
Many conference participants eagerly awaited the innovations in the SAP product portfolio from the Customer Experience suite. Christian Klein, CEO of SAP SE, during his inaugural speech, announced the global launch of SAP Customer Data Platform – a next-generation solution that unifies all customer data sources, respect data privacy, and activate valuable insights in real-time. “You cannot think about CX separately; it needs to be considered as an integral part of an intelligent enterprise. That’s why CX is one key element of SAP’s holistic strategy” – assures Christian Klein.
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How to achieve enduring happiness?
During the “Empower Your Customers With Freedom” opening session, Paula Hansen, SAP Customer Experience Chief Revenue Officer, discussed with Ashton Kutcher, an actor, producer and entrepreneur, the power of authenticity in business and the investment philosophy behind his initiatives.
I was intrigued by the “Enduring happiness” idea of developing IT projects by looking at the investment through the prism of the level of happiness that we can achieve by launching the product. Based on the analysis of the impact of social, environmental, and economic factors, an assessment is made whether a given project is worth the investment. Also, Kutcher is one of the few entrepreneurs who openly admits that when deciding which project is worth investing money in, he uses an experienced businessman’s advice to help him assess the risks and bring ideas to life.
Monika Hoffmann-Kantorska
SAP C/4HANA Manager
Monika Hoffmann-Kantorska
SAP C/4HANA Manager
I was intrigued by the “Enduring happiness” idea of developing IT projects by looking at the investment through the prism of the level of happiness that we can achieve by launching the product. Based on the analysis of the impact of social, environmental, and economic factors, an assessment is made whether a given project is worth the investment. Also, Kutcher is one of the few entrepreneurs who openly admits that when deciding which project is worth investing money in, he uses an experienced businessman’s advice to help him assess the risks and bring ideas to life.
Ashton Kutcher is co-founder of Thorn: Digital Defenders of Children, an international organization with a mission to prevent human trafficking. Thorn’s priority goal is to protect children from sexual abuse and to end modern forms of slavery. This year Safer, the first commercial product used by Flickr, VSCO, Slack, Imgur, Vimeo, and GoDaddy to monitor these sites’ content, was released. With machine learning, it’s possible to detect and remove harmful content from the web and immediately notify law enforcement agencies of cases of the distribution of pornographic materials involving children.
SAP joins forces with Emarsys
The “Product Vision for SAP Marketing Cloud & A Short Introduction to Emarsys – Emarsys Acquisition” speech was particularly interesting for me. The fact that SAP acquired Emarsys initiated a vivid discussion among the conference participants. Doubts were raised by the fact that the details of the acquisition have not yet been made public. The Emarsys solution is currently competing with SAP’s flagship product from the Customer Experience suite – SAP Marketing Cloud. This raises many questions: Is Emarsys to replace SAP Marketing Cloud in the future? Does the acquisition mean expanding the SAP product portfolio with new functionalities, and if so, which ones? Will it become part of the license? Users of both systems and representatives of SAP partner companies are hoping to learn more details soon.
Monika Hoffmann-Kantorska
SAP C/4HANA Manager
Monika Hoffmann-Kantorska
SAP C/4HANA Manager
The “Product Vision for SAP Marketing Cloud & A Short Introduction to Emarsys – Emarsys Acquisition” speech was particularly interesting for me. The fact that SAP acquired Emarsys initiated a vivid discussion among the conference participants. Doubts were raised by the fact that the details of the acquisition have not yet been made public. The Emarsys solution is currently competing with SAP’s flagship product from the Customer Experience suite – SAP Marketing Cloud. This raises many questions: Is Emarsys to replace SAP Marketing Cloud in the future? Does the acquisition mean expanding the SAP product portfolio with new functionalities, and if so, which ones? Will it become part of the license? Users of both systems and representatives of SAP partner companies are hoping to learn more details soon.
If 2020 has taught us anything, it’s undoubtedly the fact that the ability to adapt quickly to the changing business environment is crucial for further development. Minimizing the risk of the disruption of global supply chains, reducing delays to deliver orders, and increasing innovation to meet customers’ ever-increasing expectations are the challenges that today’s entrepreneurs have to face every day. Strengthening international cooperation, exchanging experiences between partners worldwide, and following leaders who are using their full potential to achieve market success can provide us with inspiration, motivation, and support.
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- On 20/10/2020
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