Expanding Awareness and Usage

The insight generated through the quick meetings during SAPPHIREs confirms what customers have told the SAP Community team during the re-launch in early 2004. Specifically: The SAP Community at www.sap.com/community is viewed as a value added resource by customers; upper-level executives that have buying authority for major capital expenditures utilize the SAP Community in their information gathering processes; members are interested in networking with their peers online to help them better utilize SAP’s offerings; customers trust the information available within the SAP Community; and having a dialogue with customers is viewed as valuable in and of itself. Once briefed on how the SAP Community and its team can help, every customer and/or sales executive interviewed was impressed and understood the valuable tool available to them.
The purpose of the project was to solicit the opinions of the attendees regarding their awareness and usage of the SAP Community as a valued communication channel between SAP and its customers. To drive traffic to the SAP Community Experience booth, several techniques were utilized including the SAPPHIRE onsite guide, solutions presenter slides detailing the availability of documents on the SAP Community site, an SAP Community ‘commercial’ played at the booth and online, as well as team member recruiting during the event. All of these increased the awareness of the booth at the events, but also increased the overall awareness of customers regarding this communication channel.
Discussions built awareness and usage along two paths: initial awareness and increased usage. Conference attendees stopped by the booth to learn more about the SAP Community. Additionally, through the personal recruiting members, many others were given URL cards for aid in locating the SAP Community online at a later date. All levels of customers were recruited with emphasis on executives with decision making authority, and organizations represented major industries served by SAP.

Source: Richard Nikolic, SAP AG