Professional Documents
Culture Documents
Experience
Map
Foundation for a customer centric Digital Strategy
Nicole Gasser & Gtz Bockstedte I Digital Experience I June 10th, 2013
Analyze As-Is
Digital Landscape
Transform the
Digital Landscape
Internal
CEL
Primary user
research
Secondary
sources
Discover
Evaluate
Buying Research
Buy
Deploy
Use
Adapt
Post-Purchase Research
Internal
CEL
Research
Findings
Discover
The Discover phase, as
SAP dened it, does not
exist. Actions that SAP
attributes to this phase
are perceived as business
need accumulation and/
or as early stages of a
solution evaluation.
Evaluate
The Evaluate phase, as
SAP dened it, is too
broad. Customers
dierentiated between
an early take action
phase and a scoping
phase.
Buy
Buying is perceived as
a task within scoping,
rather than a separate
phase.
Deploy
Use
Adapt
Internal
Measure
Business Performance
Discover
Evaluate
Buy
Deploy
Use
Adapt
Vendor
Focus
Customer
Focus
Sell/ Buy
Implement
Measure ROI
Customers want to better
understand the impact of
process & technology eorts
on their business
performance (eciency and
growth).
Internal
Internal
ess
Succ
e
r
u
Meas
ss
Stay
Up
to
Date
Business
Transformation
Continuous
Improvement
Stay
Compliant
e
usin
re
B
ck
easu
edba
M
ct
r
Fe
ur
Meas rmance
o
f
Per
Participants grouped
their tasks into 6
categories
Take
Act
ion
Rese
a
Opti rch
Soft
ons
ware
Crea
te
Set
Busine
u
s
p
s
Ini
tiat Case
Tran
ive
s
Need late
Bus
s
ines
s
Requ into
ir
Crea ements
te
P
roje
ct
R
oadm
ap
Implemen
t
Softwa
re
&
Business
Process
es
Maintain
&
Support
Maintain
Software
rt
Get
Software
Suppo
rt
Provide
User
Suppo
Fina
lize
Req
uirement
Impl
s
ement
So
ftware
Migr
ate
Data
Cond
uct
Test
ing
Cond
uct
User
Trainin
Go-L
g
ive
Fundamental to every
engagement with a software
vendor is that customers are
always goal-driven
Customers progress through
process & technology eorts by
performing a number of tasks
The need to perform a specic
task is the main driver to
engage with a software vendor!
Tasks stay consistent across
dierent companies (sizes,
industries, markets) and largely
consistent across dierent
solutions
Internal
Measure Success
Measure Software Performance
6
2 Take Action
Go-Live
Buying Decision
Roll-Out
Conduct Training
Conduct Testing
Migrate Data
Implement Software
Finalize Requirements
Iterative Processes
The order of tasks is not necessarily
strictly linear. Companies might
perform certain tasks multiple times
and adjust before they continue on.
In Parallel
Companies typically execute multiple process &
technology projects in parallel.
Buying Decision
SAP needs to be able to engage in multiple parallel conversations on dierent projects with one company. We must:
Deliver a unied experience that provides access to relevant content and capabilities for any visitor in any phase at any time.
Internal
11
Task Focused
Measure Success
2 Take Action
Implement Software
& Business Processes
Decision to Act
Set up Initiative
Translate Business Needs into Requirements
Create Project
Roadmap
Go-Live
Roll-Out
Conduct Training
Conduct Testing
Migrate Data
Implement Software
Finalize Requirements
SAP must have a deep understanding of our users tasks and information needs to:
Prioritize delivering an experience that is focused on tasks and provides relevant content and capabilities that
supports users tasks, agnostic from roles or job-descriptions.
Internal
12
SAP must engage with a variety of people throughout the entire Customer Experience Map and foster alignment and conversations
between dierent stakeholders within a customer company. We must deliver experiences that:
Ensures that dierent users within a company can nd and access the same information easily (e.g. structure, navigation).
Provides consistent information and messaging across all channels (e.g. taxonomy, benets, requirements etc.).
Allows users to share information according to their companys culture and processes (e.g. permalinks, access).
2013 SAP AG. All rights reserved.
Internal
13
Non-Vendor
Online Channel
Vendor-hosted workshops,
roundtables, etc.
Online Channel
Multi Channel
People use dierent sources and channels to nd
information to perform their tasks.
We learned where and from whom they expect to
nd relevant content.
SAPs digital experience will continue to grow as one of the main information source for our customers. We must :
Eliminate distraction by focusing on tasks and information needs users expect to nd on a vendors website.
Act on the opportunity to provide an online-channel for tasks that are still mainly performed oine today.
Continuously monitor user behavior and digital trends, to identify additional opportunities and changing user expectations.
Inuence digital channels not owned by SAP (e.g. social-media, analyst websites etc.) to engage in conversations with
customers early. Connect external sources to SAPs web properties.
Internal
14
Internal
16
Internal
17
Task Focused
The SAP Customer Experience Map is a simple model to help understand and act on our customers needs. It structures all
main customer tasks and information needs along their journey with SAP. It was created by combining existing models like
McKinsey's "B2B Customer Decision Journey" with insights from 2 years of SAP specic strategic user research. Unlike older
models that dene and manage customer engagement from a vendors perspective, the SAP Customer Experience Map
truly reects the customer perspective. This ensures that we enable customers to "pull" information to help them buy on
their terms.
Measure Success
Companies continuously measure the business impact of the
new solution. This does not only include the technology /
software part, but also new business-processes etc.
Decision to Act
2 Take Action
Set up Initiative
In Collaboration
Buying Decision
Roll-Out
Conduct Training
Conduct Testing
Migrate Data
Finalize Requirements
Go-Live
Implement Software
Maintain Software
Parallel initiatives,
Multiple persons
Iterative Processes
Although the ow in the model is reecting a common
customer journey, the order of tasks is not necessarily
strictly linear. Companies might perform certain tasks in
a dierent order or multiple times. However, after a
Decision to Act, a Buying Decision, or a Go-live
companies rarely move to earlier tasks, these are
inection points in the customer journey.
Most
preferred
Multi Channel
People use a vast amount of dierent sources and
channels to nd information to perform their tasks. For
SAP as a vendor its critical to eliminate distraction by
focusing on those tasks and information needs users
expect to nd in our channels. We also need to inuence
digital channels not owned by SAP to engage in
conversations with customers early, and connect external
sources to SAP channels where it ts.
Infographic
David Noonan
david.noonan@sap.com
Internal
20
Thank you
Nicky Gasser I Goetz Bockstedte
SAP Digital Experience