How to Deliver a Coordinated Customer Experience across Every Channel

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1 E-Book NO. 83 How to Deliver a Coordinated Customer Experience across Every Channel SAP Center for Business Insight Brief Q&A Case Study Inquiry E-Book

2 You Can t Kill Silos Organizational silos are like superstar athletes: You can t stop them; you can only hope to contain them. Or at least get them to talk to one another. Here are six ways to get your functional teams sales, marketing, finance, HR, and the rest on the same page of the playbook. 2 E-Book: How to Deliver a Coordinated Customer Experience across Every Channel

3 1 Ask Four Questions Research shows that four expectations are fairly universal across segments and demographics: Can you rely on us to do what we say we will do? Are we convenient to deal with? Are our products, services, and marketing offers relevant to you? Do we respond to your needs and questions in a timely and helpful way? Read more in 4 Ways to Make Customer Experience the Heart of Your Business. 3 E-Book: How to Deliver a Coordinated Customer Experience across Every Channel

4 2 Put Someone in Charge Organizations need someone to orchestrate the cross-channel experience, even if they don t own it. In some organizations, the CMO is best suited to the role; other organizations have created chief customer officer positions to coordinate a cohesive approach. Read more in 4 Ways to Make Customer Experience the Heart of Your Business. 4 E-Book: How to Deliver a Coordinated Customer Experience across Every Channel

5 3 Double Down on Collaboration Instead of having sales, marketing, finance, and operations each develop their own strategic plans, some companies have introduced collaborative planning, which puts everyone in the same room to create a shared plan, with the customer at the center. Read more in 4 Ways to Make Customer Experience the Heart of Your Business. 5 E-Book: How to Deliver a Coordinated Customer Experience across Every Channel

6 4 Talk to the Frontliners Companies should also tap into customer-facing employees, who are a rich source of insights. Whoever heads up customer experience should oversee an effort to ask every frontline employee what s impeding their ability to deliver excellent service. Read more in 4 Ways to Make Customer Experience the Heart of Your Business. 6 E-Book: How to Deliver a Coordinated Customer Experience across Every Channel

7 5 Form Temporary Problem- Solving Teams By not allowing people to participate in things outside of their job function, we ve encouraged a narrowminded adherence to not my problem. There s a huge untapped resource among employees who wish they had some connection with customers, some way to help, but they can t. Curtis Bingham, founder and executive director of the Chief Customer Officer Council Read more in the Q&A Customer Experience: How to Balance Culture and Operations. 7 E-Book: How to Deliver a Coordinated Customer Experience across Every Channel

8 6 Focus Metrics and Incentives on Long-Term Retention Instead of measuring how quickly a call center agent answers a customer s question, measure how infrequently customers call back. Instead of calculating return on the investment made in improving customer experience, calculate the cost of doing nothing and falling behind your competition. Read more in 4 Ways to Make Customer Experience the Heart of Your Business. 8 E-Book: How to Deliver a Coordinated Customer Experience across Every Channel

9 There s More To learn more, download the in-depth report 4 Ways to Make Customer Experience the Heart of Your Business and the Q&A Customer Experience: How to Balance Culture and Operations. The SAP Center for Business Insight is a program that supports the discovery and development of new research-based thinking to address the challenges of business and technology executives. 9 E-Book: How to Deliver a Coordinated Customer Experience across Every Channel

10 2014 SAP AG or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG or an SAP affiliate company. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG (or an SAP affiliate company) in Germany and other countries. Please see for additional trademark information and notices. Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP AG or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP AG or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP AG or SAP affiliate company products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. In particular, SAP AG or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation, and SAP AG s or its affiliated companies strategy and possible future developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP AG or its affiliated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions. SAP Center for Business Insight Brief Q&A Case Study Inquiry E-Book

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