Supporting the Sales Process with SAP – Why the Ultimate Customer Experience still Doesn’t Exist
The Kroenke chapter I covered, “Supporting the Sales Process with SAP”, focused on the implementation of ERP programs like SAP to the sales process of a company. Since sales is arguably the most customer-focused aspect of a business, the chapter examined customer relationship management (CRM) on an integrated level, versus what a business would look like without sophisticated process integration programs in place. The objective of a sales process is simple: repeat customers. With an ERP system like SAP in place to overcome problems and achieve strategy, companies will see improved sales and service, fewer cancelled sales, faster customer response and an overall more satisfied customer.
The article I chose from SAPVoice: “A Three-Step Guide to the Ultimate Customer Experience” highlighted the fact that companies today are still behind in satisfying their customer’s wants. The three suggestions he has to help retailers address these issues are:
- What if everything went exactly right?
- Figure out what the customers actually want from their shopping experience.
- Connect with their customer, learn their preferences at every stage of the buying cycle – what is the most important to them? Low prices? Informed sales people?
- This process can be very challenging analytically. Having a sophisticated SAP system in place will help with complex customer data.
- What does it take to make it work out that way?
- Identify the specific steps, action items and work needed to happen to implement the changes the customers want.
- What are the road blocks?
- Today, many retailers have outdated policies and procedures that are not up to par with today’s hypercompetitive marketplace or technological advances – the mobile consumer can shop wherever and whenever they want.
- Why cant typical brick-and-mortar locations meet today’s customer’s expectations?
- One thing customers hate to hear most is ‘we’ve never done it that way’ – they cut out the middleman of the retailer and go directly online.
- Do you prefer to shop in-store or an online? Why?
- What is your idea of the “ultimate customer experience”? How much of that involves human interaction?
- How can the sales process with the support of and ERP system like SAP help bridge the gap between dissatisfied customers and thrilled, repeat ones?