SAP is helping to enable companies to deliver increased value from their online communities. Last year, SAP released SAP® Jam™ Communities, edition for SAP Hybris® solutions, to expand a company's brand reach by delivering real-time product- and service-related information to aid customers on their buying journey.
"Companies that are truly looking to delight their customers must be ready to meet their customers' needs at any given moment," wrote Forrester in the study. "Communities offer that unique capability to meet customer needs across their journey by connecting buyers with valuable content prepurchase in order to enable greater confidence during the purchase phase. This translates into greater purchase satisfaction, which ultimately drives loyalty."
The study also found key areas where communities can effectively integrate into a holistic customer experience:
Marketing. Communities help improve segmentation and targeting by providing a detailed understanding of customers' desires and preferences. They also provide customers with user-generated content that has a more powerful influence on purchase decisions than brand-generated content.
Prepurchase customer service. Typically, customer service is contacted if there is an issue postpurchase. There is an opportunity for customer service teams to impact revenue and provide a repository of knowledge — Q&As, FAQs, product knowledge — to better support customers during the prepurchase process. Communities offer a perfect platform for sharing valuable customer service content that can help buyers find the answers they need prior to making a purchase and help them avoid running into problems postpurchase.
Customer advocacy. Customers that are able to make more informed, confident purchases experience greater purchase satisfaction. Using communities content helps boost confidence and satisfaction by offering customers opportunities for both pre- and postpurchase engagement. This stimulates greater customer interaction and helps drive ongoing customer loyalty.
For more information, visit the SAP News Center. Follow SAP on Twitter at @sapnews.
Fiona Ashby, SAP, +44 (0)7775 011 910, email@example.com, GMT+1
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SOURCE SAP SE