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It’s All About Your Customers: Realizing the Enterprise Customer Experience at SAP Influencer Summit 2010

If you ask anyone, they’ll say with absolute certainty that being customer-centric is a top business priority. Yet, aligning people and resources around the customer sometimes seems about as easy as getting Donald Trump to update his hairstyle.  Sure, organizational design and incentives are part of the equation, but frequently, the bottleneck lies in inertia.

 

Identifying what customer-centricity means, how it will be measured and picking a relevant area in the organization to pilot the approach is an actionable way to get started.  At the SAP Influencer Summit yesterday, the CRM team, partners and customers showed us a cadre of examples to employ to embark upon the Enterprise Customer Experience journey.

 

The session kicked-off with Jujhar Singh, SVP Customer LoB Solution Management, defining the five pillars of Enterprise Customer Experience:

 

  • Reliability
  • Convenience
  • Responsiveness
  • Relevance
  • Social Experience

 

All five pillars are required, not three, not four, but all five, to exceed customer expectations and deliver on the promise of the Enterprise Customer Experience.

 

From there we learned that to execute the Enterprise Customer Experience, we need to employ a Framework of Excellence which takes us beyond the realm of traditional transactional-centric efficiency. This framework is comprised of Interaction Excellence, Decision Excellence and Operational Excellence, spanning the organization and delivered seamlessly within the relevant business context for the customer.

 

We then saw how the SAP CRM Solution puts the framework into action by providing the true 360-degree Enterprise Customer Experience that breaks down the barriers reinforced by point CRM solutions. Further we saw examples of the new SAP CRM user experience which combines the flexibility and robustness of SAP CRM with new simplicity and rapid consumability, anytime, anywhere.

 

The next part of the session focused on how the rubber meets the road: real use cases and solutions enabling customers to deliver the Enterprise Customer Experience. The solutions were organized around the three areas of excellence, starting with Interaction Excellence enabled by Contextual Collaboration. To see how SAP CRM provides sales team collaboration in the context of a customer, opportunity and activity,view the SAP CRM Sales Collaboration* video demo.

 

From this demo you can see how SAP CRM Sales Collaboration provides sales teams with the right contextual information and sales team interactions at the right time to bring the most relevant information to the customer. Everyone wins: your customers are delighted that you truly know their business and can deliver the specific value they need, while you and your sales team are ecstatic to win more and close faster.

 

And there’s more to the story – tune in on Monday, December 13th to hear Part II of this Enterprise Customer Experience journey.

 

In the interim, you can also view the recorded session in its entirety and search on the #sapsummit twitter hashtag to read highlights, and hear interesting commentary from the 2010 SAP Influencer Summit!

*FYI: some elements of solution are soon-to-be-released and may require 3rd-party partner products.

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