Going Beyond Digital Disruption: harnessing the power of 'Design Thinking'
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Nicholas Kontopoulos discusses the challenges marketers face due to evolving customer behaviors and digital disruptions, highlighting that consumers now have significant control over their purchasing journey. He advocates for design thinking as a key approach to enhance customer experience, emphasizing the importance of empathy, creativity, and iterative problem solving. The document underscores the need for businesses to adapt their strategies to provide engaging, omnichannel experiences that resonate with customers.
Going Beyond Digital Disruption: harnessing the power of 'Design Thinking'
- 1. 16th of June, 2017 Nicholas Kontopoulos Global Vice President Fast Growth Markets, Audience Engagement Marketing, SAP Hybris GOING BEYOND DIGITAL DISRUPTION: Harnessing the power of design thinking.
- 2. MY OBJECTIVE TODAY IS TO…
- 6. BY EXPLORING THE IMPACT DIGITAL CUSTOMERS HAVE BEEN HAVING ON OUR ENTERPRISES.
- 7. Challenging landscape ahead for marketers
- 8. Customers are harder to engage than ever before. 99.76% of online ads are ignored. Source: Google 60% of consumers abandoned a purchase due to a poor service experience. Source: American Express Global Barometer 57% of the buying process is completed before a first interaction with sales. Source: Customer Executive Board
- 9. CUSTOMERS ARE NOW IN CHARGE A PARADIGM SHIFT HAS OCCURRED!
- 11. EACH CUSTOMER CHOOSES THEIR OWN ADVENTURE
- 12. Today’s B2B buying behavior 66%-90% (Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report) B2B buyers conduct heavy research in the early stage. They are ‘done’ by the time they contact vendors¹.
- 13. Today’s B2B buying behavior And they trust these sources²: (Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report) Independent White Papers 64.4% Peers Referral 51.1% Trials / Demos 42.2% Analyst Reports 37.8%
- 14. 14© 2014 SAP AG or an SAP affiliate company. All rights reserved.(Source: CMO Council “Better Lead Yield in the Content Marketing Field”) B2B buyers don’t trust vendor content are the percentages of respondents who name content from professional groups vs. vendors as highly trusted. 67% 9%VS.
- 16. 86% of customers are willing to pay more for a better customer experience. SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
- 17. EVERY CHANNEL IS A SERVICE CHANNEL
- 18. A new path forward
- 19. 19INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ What is design thinking? § Design thinking is a creative way to help you innovate faster and better § It helps your company prioritize the problems you need to solve § It helps you develop innovative solutions
- 20. 20INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
- 21. 21INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Design thinking pioneer At Stanford, we teach 'design thinking' - that is, we put together small, interdisciplinary groups to figure out what the true needs are and then to apply the art of engineering to serve them – Hasso Plattner, SAP Founder
- 22. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 22Confidential Design Thinking helps improve Customer Experience feasible (technology) viable (organization) desirable (human)
- 23. Design thinking: three key principles 1) Desirable: what you (and customers!) want to see happen 2) Feasible: what is possible (with new or existing technology) 3) Viable: what your organization can sustain (and customers are willing to pay for!) We go very broad in thinking what is desirable Working as team, we identify what is feasible and viable
- 24. 24INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Think problems before solutions. It’s easy to get excited about CX solutions. But achieving excellence in CX is not just about technology. It’s a journey that starts with getting your organization excited about fixing the challenges that stand in the way of CX. Design Thinking is a useful starting point for achieving that together.
- 25. INNOVATION = CREATIVITY x EXECUTION
- 26. INNOVATION = CREATIVITY x EXECUTION PROBLEM SOLVING: WE’RE ALL GOOD AT THIS BUT IT OFTEN LEADS TO INCREMENTAL INNOVATIONS
- 27. INNOVATION = CREATIVITY x EXECUTION PROBLEM FINDING: IDENTIFYING THE PROBLEM WORTH FINDING IS WHAT OFTEN LEADS TO BREAKTHROUGH INNOVATIONS
- 28. 28INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ ALWAYS EXPLORING So, what capabilities do you need?
- 29. 29© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ SHAMELESSLY HUMAN CENTRED CURIOUS TO UNDERSTAND A VARIETY OF PERSPECTIVES WHEN CREATING SOLUTIONS Douglas Engelbart
- 30. 30© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ CONFIDENTLY ITERATIVE DARE TO PROTOTYPE, TEST, AND IMPROVE SOLUTIONS REPEATEDLY. WILLING TO SACRIFICE IDEAS.
- 31. 31© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ BUSINESS AWARE DELIVER SOLUTIONS THAT BALANCE DESIRABILITY, FEASIBILITY AND VIABILITY
- 32. 32INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ A change in mindset is required SCOPING SYNTHESIS PROTOTYPINGUser test RESEARCH IDEATION Solution space Problem space
- 33. 33INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Bringing together a good approach, with the right people, in the right environment. Design thinking is about.. CX
- 34. 34INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Thinking from the customers perspective.
- 35. 35INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
- 36. 36 SAMPLE AGENDA (adaptable from 4h - 2 days duration) Understand Problem Create Solutions Ideation Ÿ Introduction to Ideation & techniques Ÿ Generate ideas, build up and blend ideas Ÿ Cluster and prioritize ideas Prototyping Ÿ Introduction to Prototyping Ÿ Prototyping of solutions Validation Ÿ Introduction to Validation Ÿ Iterate prototype Ÿ Presentation & feedback Wrap Up Ÿ Review / Feedback Kick-Off Ÿ Introduction, Team Forming Ÿ Overview and Introduction to Design Thinking Scoping Ÿ Intro to the Design Challenge Ÿ Completion of the Scoping 360° Research Ÿ Introduction to 360° Research Ÿ Sample techniques Ÿ Research Synthesis Ÿ Introduction to Synthesis Ÿ Storytelling & wall of data creation Participants: 2-4 multi-disciplinary teams - each consisting of 4-6 people – a mix of people from: end-users, line of business experts, developers, technology experts, suppliers, customers etc.
- 37. 37© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ The results speak for themselves. “With the range of activities your design function has undertaken, SAP has clearly recognized the opportunity to become one of the most influential companies on the planet when it comes to design. Corporations, universities and individual careers will greatly benefit from everything SAP has orchestrated to make design understandable and accessible.” - Jeneanne Rae, DMI v APPLE v COCA-COLA v FORD v HERMAN MILLER v IBM v INTUIT v NEWELL v RUBBERMAID v NIKE v P&G v STANLEY BLACK & DECKER v STARBUCKS v STARWOOD v STEELCASE v TARGET v WALT DISNEY v WHIRPOOL
- 38. SAP Hybris: case study
- 39. We are on a journey.
- 42. Adaptor Die
- 43. COMPLEX
- 45. Our Customer Journey There are many touchpoints in our digital & physical ecosystem. Awareness News Social Media Events (Digital & Physical) White Papers Reports Blog Posts Awareness Discovery Consideration Interest Action Use Advocacy Discovery News Social Media Events (Digital & Physical) White Papers Reports Blog Posts Consideration Interest Action Free Product Trials Use Success Stories Advocacy FCEC Hybris.com DG Whitepapers Events (Digital & Physical) Channels Timeline Social Media Events (Digital & Physical) Social Media Events (Digital & Physical)
- 46. Our Customer Journey Serving customer 2.0 via an Omnichannel ecosystem Like a interconnected solar system held together by gravity. Our content capsules would be the gravity that keeps it all within the solar system of the audience. Sales CallWebsite VisitSocial Media Friends & Family Web Researc h Determine Problem Search Website Visit LEAD FCEC.com SAP.com Hybris.com Web Destinations Content Pieces Blogs Infographics Polls News Social Media Twitter Facebook Instagram YouTube Google Search Audience
- 47. Our Customer Journey A new approach to content creation Digital Our assets and ideas become the digital fuel that is filtered through our editorial approach to content creation producing more quality content pieces and types that can be published through more channels giving the customer more ways to interact and engage with SAP Hybris
- 48. Customer First Content Experience Complete Product Portfolio Personalized Omnichannel Journey
- 49. Our Customer Journey Example: create experiential customer showcases
- 50. Our Customer Journey Example: create experiential customer showcases
- 51. Our Customer Journey Example: create experiential customer showcases
- 52. Our Customer Journey Example: create experiential customer showcases
- 53. Our Customer Journey Example: The future of customer engagement & commerce
- 54. Our Customer Journey Example: Digital event platform
- 55. Our Customer Journey Example: Digital customer engagement tools and content
- 56. Our Customer Journey Example: SAP Hybris.com
- 57. Our Customer Journey Example: Always on with ON24 webinar platform
- 58. Our Customer Journey Example: Always on with ON24 webinar platform
- 59. Our Customer Journey Example: Always on with ON24 webinar platform
- 60. Key takeaways
- 61. 61INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Design thinking: is the process of harnessing creative and critical thinking. § Human Centred: empathy needs to be at the heart of your efforts. § Confidently iterative: marketers need to ideate, test, learn and adapt. § Business Aware: focus on desirability (human), viability (business) and feasibility (technology)
- 62. START BY LISTENING to your customers.
- 63. EACH CUSTOMER CHOOSES THEIR OWN ADVENTURE
- 64. CREATE AN OMNICHANNEL IMMERSIVE EXPERIENCE Social Always OnMobility Rich Content
- 69. 69INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Recommend Design Thinking Books Change By Design Tim Brown Design Works Heather Fraser Back of the Napkin Dan Brown
- 70. 70INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Recommend Design Thinking Reads Designing for Growth Jeanne Liedtka and Tim Ogilvie The End of Business as Usual Brian Solis This is Service Design Thinking Marc Stickdorn
- 71. 71INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Recommend Design Thinking Blogs
- 72. 72INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ Recommend SAP Design Thinking Resources Video: History of Design Thinking with SAP https://www.youtube.com/wa tch?v=vvu5mgocfjg Calculate the value of improving User Experience https://www.sap.com/cmp/dg/cr m-xm14-cdm-it-tr41/index.html Kraft grows export business using Design Thinking https://www.youtube.com/ watch?v=SCg4ZKwuIRc
- 73. Thank you. Contact information: Nicholas Kontopoulos Global Vice President of Fast Growth Markets Audience Engagement Marketing Email: [email protected] Twitter: @NicholasK71 Partner logo
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