Digital Customers…Here Today, Gone Tomorrow

Anja Reschke

Traditional customers are changing fast into digital consumers. They pursue their own research, have high expectations of their shopping experiences, and want products personalized to their own needs.

A new SAP e-book, Digital Disruption: How Digital Technology is Transforming our World, provides valuable insights into customer engagement and retention, and examines the other business trends and technologies behind the digital revolution. This blog post touches on key customer engagement topics covered in the Business Drivers section of the e-book.

Customer engagement is so critical for business success that it is driving the adoption of digital technologies across all industries. Digital transformation is helping to deepen customer engagement in the following ways.

  1. A consistent omni-channel experience

When consumers check out a vendor’s offering, they expect to search for products, read reviews, and experience standard pricing, whether they are shopping from their mobile or laptop, by telephone, or in a bricks and mortar store. Their purchase decisions and brand loyalty are heavily dependent on a positive buying experience. B2B vendors are lagging behind B2C in providing the right experience. The e-book’s chapter on customer engagement recommends an approach to building B2B e-commerce capabilities based on insights gained from a survey of 930 B2B buyers.

  1. Engaging with, not marketing to, digital customers

To stay in touch with prospects and build loyalty with existing customers, brand managers must create engaging user experiences and marketing content, and find ways to “touch” the consumer across several points of contact. Prepurchase actions online by digital consumers generate data that reveals behavioral habits, preferences, likes, and dislikes. This data is of fundamental value to brand managers because it can enable one-to-one, preemptive customer marketing, which can be much more effective than mass-market broadcasts. But managing vast volumes of customer data isn’t easy. Read the Big Data section of SAPs new e-book for advice.

  1. Building more profitable customer relationships

In a recent article, Ernst and Young (EY) urged businesses to use their rich customer data to work out customer lifetime profitability. Determining this metric is the first step towards taking a more strategic approach to retaining and engaging with customers. The Customer Engagement chapter explains how to evolve the right systems and practices to support this approach.

  1. Product personalization

Today’s consumer has a big appetite for personalized devices. These are everyday products, such as watches, running shirts, and security systems that incorporate intelligent sensors and provide a product experience that is more relevant and engaging. A recent Accenture survey found that product personalization is becoming such a competitive issue that it has become a top 3 priority for business and technology executives. Read the SAP e-book to find out how to get started with product personalization, building more profitable customer relationships, creating a consistent omni-channel experience, and more.

Your customers are turning to digital technologies to help them shop. You need to embrace digital too, to hang on to them. Don’t get left behind!

Learn more about the technologies driving digital transformation and how to harness them for innovation and customer engagement in the SAP eBook, Digital Disruption: How Digital Technology is Transforming our World.

For an in-depth look at how the digital era is changing the business landscape, download the SAP eBook, The Digital Economy: Reinventing the Business World.

Digital technology is also helping to create personalized medicine. Learn more about connected healthcare in the SAP eBook, Connected Care: The Digital Pulse of Global Healthcare.


About Anja Reschke

Anja Reschke is the Senior Director of Strategic Ecosystem Marketing at SAP. She is responsible for the development of joint strategic marketing plans, programs, and activities, with global strategic services and technology partners.