Listen, Understand, Act- The Experience Management Imperative – Utkarsh Maheshwari
Utkarsh serves as the Head of Business Development for SAP Asia Pacific and Japan. Based in Singapore, Utkarsh is responsible for market development strategies and sales programs across Asia-Pacific and Japan to realize the potential and future proof of SAP’s long term vision. Leading with a customer-first mindset, he has a proven track record of developing sales and business development strategies that enable Intelligent and connected enterprises enabled through a best in class Experience Management.
Utkarsh is passionate about the digital economy and its implications for the customers and the broader ecosystem of SAP. In a leadership career spanning 15 years, he has worked on Product development and management, customer lifecycle, Business transformation, People Leadership, Sales, and Business Development.
At Ampliz B2B Binge APAC edition Utkarsh delivers insight into various kinds of experiences customers have. How understanding and leveraging experiences can foster growth? Providing expertise is the most critical factor that has governed the development of the most influential organizations in the world. Experiences are the interactions that people have with the organization. If you can manage it, you can provide the best possible experiences.
66% leave brands due to lousy brand experiences, and 95% share it on social media. Any occasion, good or bad, always escalates across communities. Whether you want it or not, the bad experiences escalate faster. Therefore, organizations prepare well ahead in time for various scenarios.
User experience and customer experience are two integral parts of the experience management. User experience deals with providing the best possible experience while using the product but the customer experience deals with the complete lifecycle of the customer. Customer experience goes from the first touchpoint to the last touchpoint in the lifecycle. In some cases may extend beyond it.
The industry is willing to spend billions of dollars on it. The experience is so important because it is the experiences that make you trust a brand and later on purchase from them. Experiences lead to a better social presence that leads to the creation of business opportunities. Research says there are seven touchpoints before someone becomes your customer. So you have seven chances to provide and build on great experiences. With each experience, you have an opportunity to get a customer. The loyalty increases, and you can upsell your products, which leads to the growth of the top line.
The question now arises how do you build experience. The answer lies in data. Organizations have to manage experience from end to end the journey of the customer. Measure every possible interaction. Experiment and save the data and apply measurable inferences to improve the experience. The biggest challenge and opportunity for an organization is to have a single source of truth or information. The challenge lies in administrating the relevant information. The most effective option is everyone has the information about the prospect and at what stage the potential is in. Having this knowledge provides the right opportunity to create great experiences.