Brand New Customer Experience Stream at SAUG Summit 2019

11 Jul 19

Harvard Business Review has defined the experience economy as the situation where "a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event". Consumers are no longer satisfied with an impersonal transaction; they seek and often expect brands they use to listen and deliver an entire experience - not just the goods and services. So how on earth does a brand deliver?

The short answer... Data.

But Data is not enough. Businesses can accumulate information about every touchpoint from every customer, but this is useless unless they can intelligently decipher something meaningful and personal about each individual. From the customers viewpoint; they have invested their time, emotional and financial resources into your brand; and in return they want the brand to acknowledge this commitment by providing a memorable experience. By demonstrating that the customer is more than a credit card.

This is Customer experience (CX)... and more broadly the experience economy. The big question is how can an organisation possibly understand their customers well enough to deliver these memorable experiences?... by organising data. Every department of an organisation must speak coherently to the others to create a complete picture about the customer and then essentially predict what they would like to see from the brand in the future.  And that is where SAP comes in. The SAP C/4HANA suite of products claims to help organisations win in the experience economy by 'differentiating and growing your business and delivering exceptional customer experiences'. SAP C/4HANA has been developed to build a connected customer journey through their 5 cloud solution portfolios. 

The #SAUGSummit 2019 has introduced, new this year, an additional Customer Experience stream to cover this emerging area. This stream will feature experts in the area of customer experience and in SAP C/4HANA. You'll also hear form customers such as Woolworths, Lion and Frucor who will share their experiences in implementing a CX strategy; and give real examples of how they have managed to implement a system to create a single view of the customer. This new Customer Experience Stream must feature in the plan for all Summit delegates because this is the future. The old saying of 'customer is king' was never more true than it is now... except that now we know the customer can also be Queen, or Prince, or Princess... or actually not into the monarchy at all!

For more information about the CX Stream at the SAUG National Summit take a look at the Agenda