Continuing to Mine Australia’s Digital Experience Gap
Position SAP as a thought leader in digital experience and customer centricity solutions.
Following the success of the 2015 digital experience report and with the world continuing to digitize, SAP wanted to continue to showcase the business impacts of digital experience and extend its thought leadership position across the region.
For the 2016 report, SAP extended the research to include a new industry sector and new attributes surrounding privacy and security, which SAP knew was key for its customers. To achieve the desired results, SAP held a quantitative questionnaire to 3,500 Australians who rated almost 9,000 digital interactions against 14 attributes. The research included forty of the leading brands in Australia across seven key industries (retail – consumer; retail – grocery; telecommunications/ISPs; insurance; banking; utilities; media & entertainment). The report provided a solid foundation of insights which were developed into a media campaign and used across marketing and sales, enabling SAP to use the insights in direct conversations with customers and prospects.
The 2016 SAP Australian Digital Experience Report extended SAP’s leadership position in customer centricity and digital experience solutions by strengthening its voice on the topic with expanded proof points and year on year data. The media activity resulted in 20+ in-depth and unique articles published across leading technology and trade titles, leading to over 5,000,000 potential impressions. This was extended via marketing and direct sales initiatives, enabling SAP to engage customers directly with the research and drive new business leads as a result.