With future innovation and sales success tied so closely to the delivery of relevant and personalized customer experiences, companies must get closer and more intelligently connected with their customers while paying greater attention to the user experience. To meet these objectives, companies must develop a holistic framework for managing customer intelligence and their different sales channels while differentiating their offerings through flexible solution delivery models.
Competing successfully in the digital economy requires an “always on,” integrated approach for capturing and leveraging customer intelligence. Intelligence should be leveraged throughout all parts of the organization and needs to be visible and relevant at the point of a customer’s transaction or engagement. By strategically combining transactional, qualitative, and social data with analytics and BigData, companies can better understand opportunities for future innovation while engaging with customers more personally by becoming much more prescriptive around audience targeting and messaging.
Because customers expect personalized relevant experiences regardless of the channels from where and how they engage, all organizations must have a holistic picture of customer engagement supported by a sound strategy focused on Omni-channel commerce. Providing customers with a unified and intelligently connected user experience grows customer relationships, and captures customer intelligence previously undetected by unifying previously disconnected, non-visible and fragmented customer experiences. Companies can dramatically improve their customers’ user experience and loyalty by offering personal, intelligently connected experiences over multiple channels of engagement and commerce.
Product and Software Innovators can draw closer to their customers by moving from consumption based purchase models to solution and subscription based models. While there are significant benefits with moving to solution sales and recurring revenue streams like subscriptions, there are also associated added complexities impacting how these new solutions need to be developed, communicated and delivered to the market. Operationally, moving toward solution and subscription based business models impacts how solutions, are developed, orders get configured and ultimately how revenue is captured and realized. To fully capitalize on these new emerging opportunities for selling solutions and subscriptions, you need to have operational and billing systems that accommodate and support a large degree of custom order configuration and business requirements flexibility, extending from product development through solution delivery.
You can learn more about SAP solutions for Customer Engagement and Commerce and how leading manufacturing and software companies are providing differentiated value to their customers by accessing these complimentary resources.
Harry E. Blunt
Director, North America Industry Field Marketing
SAP America, Inc.
3999 West Chester Pike
Newtown Square, PA 19073