February 16th 2021: Era of Your Customer: Who’s Minding Their Journey and Experience? |eCard

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Changing the Game with Digital Engagement, Presented by SAP

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February 16th 2021: Era of Your Customer: Who’s Minding Their Journey and Experience?

The buzz: “Great customer experience is a major competitive advantage that drives new sales—and it’s predicted to overtake price and product as the primary brand differentiator for B2B sales by 2020… 33% of customers will consider switching brands after just one poor experience.” (getfeedback.com) The customer journey – mostly online without a salesperson – has become a major puzzle for marketers to analyze. From brand awareness to customer advocacy, each customer’s experience is unique, compounding the challenges. You need to build each step of your touchpoints – whatever the route – towar

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Featured Guests

Vanessa Baker

Vanessa Baker is Head of Partner Social Advocacy at Tribal Impact. She has spent 20+ years in B2B Marketing in EMEA based roles. These have all been in the technology industry working for SITEL, StorageTek, Hitachi Vantara and now loving her current role at Tribal Impact. She is accountable for working with tech vendors such as SAP to support brand advocacy on social media through their partner eco-system. Scaling social advocacy programs beyond employees is critical for brands that want to widen their social media impact, reach new audiences and extend their ability to listen into conversations on social media. Vanessa works with Channel teams to design social programs best suited to their

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Stefan Tornquist

Stefan Tornquist manages research strategy and is responsible for the development of Econsultancy’s learning platform. He is the primary author of over 100 studies exploring topics in digital marketing, technology and business transformation with partners such as Adobe, Google, IBM, Microsoft, Oracle and Salesforce.Stefan’s work has been featured in the Wall St. Journal, New York Times, USA Today, NPR, CNN, CNBC, Fast Company and AdAge. Before joining Econsultancy, Stefan was the research director for MarketingSherpa. He began his digital career as co-founder of rich media pioneer Bluestreak, now part of Dentsu.

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Nicky Elsner

Nicky Elsner is a User Experience Expert at SAP, responsible for ensuring the perspective of the customer sits at the center of experience design. Fundamental to her work is continuous global customer research – going into the field and learning directly from customers about their evolving needs and expectations. Nicky codifies and socializes these customer insights via SAP’s Customer Experience Map, a framework for representing customer needs, expectations, and behaviors across the customer lifecycle, which is based entirely on her customer research efforts. During her 25 years with SAP, Nicky has been passionate about strategic outside-in perspectives, having spent her early years at SAP w

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https://www.voiceamerica.com/show/2490/changing-the-game-with-digital-engagement-presented-by-sap Changing the Game with Digital Engagement, Presented by SAP https://www.voiceamerica.com/show/2490/changing-the-game-with-digital-engagement-presented-by-sap The buzz: “Great customer experience is a major competitive advantage that drives new sales—and it’s predicted to overtake price and product as the primary brand differentiator for B2B sales by 2020… 33% of customers will consider switching brands after just one poor experience.” (getfeedback.com) The customer journey – mostly online without a salesperson – has become a major puzzle for marketers to analyze. From brand awareness to customer advocacy, each customer’s experience is unique, compounding the challenges. You need to build each step of your touchpoints – whatever the route – toward the goal of a sale. The big questions: Who is responsible for the customer experience – Marketing, Sales or Customer Success – or all? In 2021, how is the customer journey map evolving and impacting customer experience? We’ll ask Tribal Impact’s Vanessa Baker, eConsultancy’s Stefan Tornquist, SAP’s Nicky Elsner for their take on Era of Your Customer: Who’s Minding Their Journey and Experience? VoiceAmerica | Talk Radio | Online Talk Radio studio@voiceamerica.com false DD/MM/YYYY

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