MARKETING DIGITAL WEEK - EVENT Online Customer Experience Trends

ONLINE-LIVE-EVENT - conference and round table conference about: Trends that will shape the customer experience in the new era customer experience trends post Covid19. JUL/2020

An agile e-commerce platform, a digital sales force and a multi-channel customer service model will be the key axes for a successful customer experience in the new normality.

The celebration in Spain of the SAP Customer Experience (CX) Day, DIGITAL WEEK (7-10 July 2020) the largest virtual event on the present and future of customer experience management in the post covid-19 era, concluded with a virtual meeting of more than 2,000 professionals from the areas of marketing, sales, customer experience, e-commerce and digital transformation.

Alfonso Cossío, Head of SAP Customer Experience in Spain said that "during the exceptional situation we have experienced in recent months, the lack of digitalization processes in many companies has become evident. Likewise, he affirms that "only by understanding what, when and why things are happening, can we act correctly and at the right time".

E-commerce has been critical in this crisis: those companies that had a solid, flexible and scalable platform have been able to continue operating with some normality, assuming increases in orders of even four times more. On the contrary, companies that had not bet firmly on e-commerce now have the imperative need to get to work in this line.

This reality has driven the demand for more agile and fast projects that allow customers to scale their e-commerce channel to meet new needs, with solutions such as SAP Upscale Commerce, SAP's new platform for B2C and D2C e-commerce.

Likewise, looking to the future, Alfonso Cossío considers two additional critical issues for the customer experience to be a differential factor. On the one hand, to have a model of digital engagement and multi-channel customer service, especially in terms of customer self-service capacity and intelligent automation of interactions: "Chatbots are able to respond to 80% of customer queries thanks to AI and collective knowledge. Customers are demanding more efficiency and fewer resources in order to scale their customer service capabilities in today's circumstances, without penalizing the customer experience".

SAP Customer Experience Day was attended by one of the most renowned experts in customer relationship transformation, Steven Van Belleghem, who spoke about the future of the customer experience and the evolution from Customer Journey to Life Journey.

In his speech, Van Belleghem explained why companies must stop focusing on their purpose to become true facilitators of their customers' purpose and be their fellow travelers. This model involves understanding that the customer experience goes beyond digital convenience, which has become an increasingly automated and invisible commodity, and must respond to customer expectations.

In his presentation, Marc Nolla, VP SAP Digital South EMEA, commented that "the disconnection that many companies have experienced with their customers underlines the need to establish a fluid relationship with them through digital channels. Technology is a fundamental ally in this process of reconnecting with consumers in the new reality and solutions such as SAP Commerce Cloud and tools such as chatbots provide an answer to these challenges".