Tom Wailgum was kind enough to spend some time with me talking about what it is I exactly do for the SAP. :) You can find the article here... but one of my fav lines?
Our strategy has been to tie social media to specific business objectives, and the reason why we're focused on customer experience is that as an organization we've recognized that a lot of the power in the market has shifted. Traditionally, vendors were very much in control of selling cycles; we don't believe in selling cycles any more. We believe there are buying cycles now, and in buying cycles, the customers are in control.
So our focus around social media has been to ensure that we're giving customers the tools they need to be empowered, to make the right decisions regarding the software services and selection process, and that will predispose them to do business with SAP.
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