It is not the trends that define you, but the customers

By: Trademagazin Date: 2021. 05. 21. 06:00

The future belongs to those businesses that are always one step ahead of customer needs

SAP has organised a regional conference, titled SAP Customer Experience Summit, where participants discussed corporate examples from Central and Eastern Europe for maximising the consumer experience by using digital solutions.

According to a survey by Kantar, 93 percent of managers think the pandemic has had a lasting influence on consumer behaviour.

Susanne O’Gorman, Kantar’s global head of customer experience told at the summit that brands tend to believe they are more powerful than consumers actually think. For instance only 8 percent of consumers are fully satisfied with their bank. There is definitely room for development, and everyone thinks this room lies in digitalisation.

Luděk Motyčka, Google’s regional marketing director for Central and Eastern Europe pointed it out that internet use was up 60 percent in the last 12 months, and 3 from 4 people acquired digital consumption experiences in this period.

Reinhard Harter, SAP’s vice president of customer experience for Central and Eastern Europe and one of the summit’s host explained that the real breakthrough occurred in the field of consumer trust in online shopping. E-commerce businesses must make sure that they never lose the trust of their customers.

Edyta Malesza-Malatrat, SAP’s marketing director for Central and Eastern Europe and the other moderator of the event added that thanks to digital solutions, companies can adapt to the changes and communicate with various consumer groups in a targeted fashion. From now on ‘big data’ use will shape the future of businesses.

Businesses that know and understand their customers can convert their knowledge into profit

SAP’s affiliate Emarsys has developed the Adidas Runtastic application environment and a fitness app, and during the pandemic a 90-day free trial version of this attracted many people who wanted to do a bit of jogging.

Edit Dudás, head of CRM at Adidas told: after a while they were able to convert the users they had acquired with the app into customers, thanks to the content the company offered to them for free and the various activities organised. Adidas Runtastic utilises Emarsys mobile technology from the SAP Customer Experience portfolio. This makes it possible for companies to engage in conversation with customers with greater efficiency.

When the employee is the customer

Rita Meayki, head of MOL GBS’s group HR solutions introduced how the work experience can be improved at a company. In 2020 MOL started using the SAP Service Cloud module: employees could use an app to send in any kind of HR-related problem they had, which reduced the burden on the HR staff and speeded up problem solving for the employees.

Szabolcs Pintér, managing director of SAP Hungary stressed: if the individual is placed in the focal point of digital transformation, such solutions can be developed that provide employees with a personalised service.

If you would like to learn more, courtesy of SAP you can watch the whole summit here:

About SAP

SAP (NYSE:SAP) is the market leader in enterprise software and business applications. SAP’s products and services make it possible for more than 350,000 customers to operate more efficiently and grow more sustainably. Learn more at www.sap.com.

About SAP Hungary Kft.

SAP Hungary Kft. is one of the leaders in the Hungarian business management software market, with a wide range of customers – from micro-businesses to large corporations. SAP Hungary Kft. employs more than 1,200 people and has won employer awards several times. More information: www.sap.hu.