Omni-channel customer service is not an option. More than two-thirds of shoppers are considered omni-channel consumers, according to PwC's holiday shopping forecast. Your customers want to access your brand wherever they are—whether it’s researching products and services on your website, downloading deals via a mobile app, flipping through a catalog, engaging on social media, or visiting your brick-and-mortar store. While it can be challenging to implement omni-channel customer service, the rewards are worth it, such as ROI, consumer insights, and increased sales. As we head into the holiday season and a new year, join our panel of experts and us to learn how to provide a consistent, complementary journey for consumers. By 2017, 50 percent of all U.S. retail sales will be omni-channel, according to Forrester Research. Are you ready to capture these customers and leave your competitors behind? This live, one-hour webinar will help prepare your brand as we discuss: · All the benefits of omni-channel customer service · Obstacles to keeping up with the consumer’s shopping journey · Technology hurdles that can hinder your omni-channel customer service · Real-life success stories of brands providing seamless customer service

1. Why and How Your Brand Must
Provide Omni-Channel
Customer Service
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2. #SMTLive
Thank You to Our Sponsor
@SAPCRM

3. #SMTLive
Join the Conversation…

4. Carla Saavedra Kochalski leads the Social Media Insights and Care Team at Capital One, where she is responsible for building
out the bank’s enterprise social customer listening and servicing strategies, including @AskCapitalOne. Her team supports
the enterprise in executing social listening, risk mitigation and care efforts with partners across the business. Prior to joining
Capital One, Carla was at Samsung Mobile USA, where she launched their first social servicing and listening team in 2010,
turning it into a large-scale team that served more than 31 million fans and followers on social. @CarlaSaavedra
Chris Geddes currently runs Social Media & Community support for Microsoft Mobile & Windows Phone, having moved
on from running all of customer support. He has spent most of his career to date working in and around Social Media &
Digital and made his name by injecting Digital and Social techniques into an otherwise “old school” organization,
providing a quantum shift in support delivery. @chrisgeddes
Kai Petzelt is Senior Director of product marketing at SAP, responsible for the creation and communication of messaging
and positioning for the CRM solutions portfolio for the Customer Service line of business. Kai has accumulated 20 years of
experience in marketing, strategy and business management positions across high-tech, chemicals and life sciences in
multinational corporations across Europe and North America. Kai is a frequent speaker at industry events and webinars and
blogs regularly about all things related to customer engagement. A native of Germany, Kai is now a Silicon Valley transplant.
@kaipetzelt
#SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations.
Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook
Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

5. OMNICHANNEL CUSTOMER
SERVICE – WHY AND HOW?
Social Media Today webinar
November 11, 2014
Kai Petzelt
Senior Director, SAP Product Marketing
Customer Engagement Solutions

6. LET’S GET THE FACTS STRAIGHT
OMNI-CHANNEL vs. MULTI-CHANNEL
Multi-channel
• Companies using multiple
channels (e.g. social media, web
and email) to engage their
customers
• Not necessarily focused on
delivering a seamless / consistent
message across multiple touch-points
Omni-channel
• Consistency across channels
(messaging, brand experience,
buyer’s journey)
• Seamless interaction – handoff
between channels
Result: Positive customer experiences help develop loyal customers and
brand advocates, and that’s important because…
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 6

7. OMNI-CHANNEL CUSTOMER SERVICE
WHY CHANGE?
75%
of customers have spent more with a
company because of positive
customer service experiences.
55%
have bailed on a transaction due to
poor customer service.
SOURCE: American Express – Global Customer Service Barometer, 2012

8. OMNI-CHANNEL CUSTOMER SERVICE
WHY NOW?
3%
of organizations rate
themselves as extremely
effective at delivering
omni-channel service.
80%
of organizations have
nonintegrated
communications channels
SOURCE: Forrester Wave Customer Service Solutions for Enterprise Org – Q2 2014

9. KEY INGREDIENTS FOR SUCCESSFUL
OMNI-CHANNEL CUSTOMER SERVICE
1. Meet your customers where they are, that is in the channel of their
choice
2. Know who your customers are, the products and services they have
purchased, and their prior interaction history, regardless of channel
3. Operate as a single brand and channel, orchestrating customer
experiences across all touch points
4. Show customers they are valued through personalized offers,
treatments and rewards

10. THANK YOU!
Feel free to connect with me at :
kai.petzelt@sap.com
@kaipetzelt
www.linkedin.com/in/kaipetzelt/
©
© 2013 SAP AG. All rights reserved. 10

11. Everyone has a hand in Customer Experience
Marketing PR Care
Confidential 11
• Overall Engagement
• Sponsorships
• Sweepstakes
• Event Moderation
• Media Management
• Crisis
Messaging/Approvals
• Influencer Engagement
• Crisis Monitoring
• Product/Feature Questions
• Servicing
• Customer Experience
Management
Contact Center
• Training
• Infrastructure
• Hours of Operation
• Customer Focus
CONSISTENT TONE CONSISTENT MESSAGE CONSISTENT EXPERIENCE

12. Social Care is the front-line, but Marketing and PR play a large role
Confidential 12
Care
Team
Marketing PR
Benefits to the Customer
• Ensures faster response to
customers in need
• Longer hours of operation
= longer coverage
• Product & Services
Knowledge
Benefits to the Business
• Perception of putting the
customer first
• More effective crisis
monitoring

13. Structure your social team to be able to handle most escalations
Confidential 13
• Scheduling
• Coaching Manager
• Monitoring
• Engagement
Social
Agent
• Productivity Measurements
• Social Media
Measurements
Reporting
Social Agent
Characteristics:
• Defacto
spokesperson for the
company
• Make good & quick
decisions
• Juggle multiple items
at once
• Handle escalated
customers with ease

14. Create a listen-engage-learn cycle that feeds insights to all channels
Listen
Engage
Measure Support
Confidential 14
Learn
• Social Servicing ensures
customers’ voices are heard
and action is taken within the
company to make changes

15. My Social Media journey
Position Problems Things I thought about
How can I save my boss money….? Cross-channel, quantitative $ +
Senior Cross-channel quantitative $ KPIs
Mgr
How can I make people listen to
me?
Tone of voice, training, how to
persuade
Analyst
How can I show the importance of
Social?
Tools, measurement of qualitative
KPIs
Analyst
How do we deliver Social value in
practice?
Integration to CC’s, 1st quantitative
KPIs
Consultant
How can I secure investment? Quantitative KPIs: 1st value
demonstration
Manager
Where does Social fit in the bigger
scheme?
qualitative KPIs
Director
(SM)
How can I save my boss money….? Cross-business, quantitative $ , Op
Model, Org
Director
(CS)

16. What have I learned?
• Social media is unfamiliar and scary … OR end to end customer support is archaic and scary
• Its scary at the top because of the consequences of failure - Up here, you get fired.
• The support budgets are fixed - so investment that benefits the Social puppy hurts the big dogs
• The fear of Social Media is irrational & often fueled by Social Media’s tangential objectives

18. Understand your line manager’s KPIs
Align your strategy to deliver against them
Remove ALL ambiguity from business cases
Start with the quickest win
Deliver ROI
Negotiate reinvestment of ROI into Social
Pick off remaining activities in order of value

19. Carla Saavedra Kochalski leads the Social Media Insights and Care Team at Capital One, where she is responsible for building
out the bank’s enterprise social customer listening and servicing strategies, including @AskCapitalOne. Her team supports
the enterprise in executing social listening, risk mitigation and care efforts with partners across the business. Prior to joining
Capital One, Carla was at Samsung Mobile USA, where she launched their first social servicing and listening team in 2010,
turning it into a large-scale team that served more than 31 million fans and followers on social. @CarlaSaavedra
Chris Geddes currently runs Social Media & Community support for Microsoft Mobile & Windows Phone, having moved
on from running all of customer support. He has spent most of his career to date working in and around Social Media &
Digital and made his name by injecting Digital and Social techniques into an otherwise “old school” organization,
providing a quantum shift in support delivery. @chrisgeddes
Kai Petzelt is Senior Director of product marketing at SAP, responsible for the creation and communication of messaging
and positioning for the CRM solutions portfolio for the Customer Service line of business. Kai has accumulated 20 years of
experience in marketing, strategy and business management positions across high-tech, chemicals and life sciences in
multinational corporations across Europe and North America. Kai is a frequent speaker at industry events and webinars and
blogs regularly about all things related to customer engagement. A native of Germany, Kai is now a Silicon Valley transplant.
@kaipetzelt
#SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations.
Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook
Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

20. #SMTLive
Thank You to Our Sponsor
@SAPCRM

21. #SMTLive
Upcoming Webinar
November 13th
Capture Your Audience: Fill Your Funnel with Engaged
Social Leads
Featuring panelists Jennifer Martin of Sony, Daniel Kushner of Oktopost and Jahvita
Rastafari of Act-On