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SAP Goes All-in on Next-Gen Customer Experience at SAPPHIRE NOW

by Kenneth Murphy

November 14, 2012

by Ken Murphy.

The “nexus of forces” that are tilting economic power to the consumer can seem decidedly low-tech from the consumer standpoint. A customer who walks out of a store with a great coat – perfect size, style and color – doesn’t see the behind-the-scenes technological innovations responsible for the sale. She might just think she lucked out – or found the right salesperson. That’s just fine by fashion icon Burberry, an SAP customer leveraging HANA, mobility and SAP CRM to maximize the customer’s retail experience – and sell a lot of trench coats.

For SAP co-CEO Bill McDermott, this customer-centric thinking championed by Burberry and other innovators is an enterprise “game-changer,” a theme he hammered home during his keynote address at SAPPHIRE NOW Madrid on Tuesday.

McDermott used Burberry as an example to illustrate the heightened expectations of today’s consumer. To help satisfy those expectations, McDermott announced the launch of the SAP 360 Customer solution that incorporates all four of the “nexus of forces” to create the total customer experience: mobility, social, big data and cloud.

As part of that solution, SAP announced SAP CRM powered by SAP HANA as either an on-premise or cloud-based offering.

The goal for SAP 360 Customer? Managing the total lifecycle of the customer experience.

“That’s what it’s all about,” said McDermott, who came armed with some pertinent stats to help justify SAP’s all-in commitment to harnessing the power of the “Big Four.” According to McDermott:

  • The top priority for 72 percent of CEO’s today is to provide a next generation customer experience.
  • Between now and 2030, the world will add 2 billion consumers to the purchasing class
  • The average consumer is 40 percent more likely to buy a product if they’re conditioned by social media
  • A full 82 percent of technology buyers are buying through social media

My only question: can Burberry tell me the exact coat my wife wants for Christmas?

A demo of SAP 360 Customer

A ‘next generation’ case study


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