Summary
Arguably the only and the most coveted B2B Award in the software industry with a legacy of 17 years.
Challenge
In a complex implementation scenario, an ERP can take anywhere from 4 weeks to a year, depending on the nature of implementation. Further, the business criticality of the software further accentuates the need for a smooth implementation to leave a lasting customer experience. Often, the stakes are very high for the implementation team consisting of the CIO of the customer, the implementation partner specialists and the SAP customer success and sales team. To ensure that such successful implementations are recognised and celebrated for others to get inspired. SAP ACE Awards, hosted in association with India SAP User Group (INDUS), is an ode to such successful implementations year on year.
Objective
Brand Advocacy and Loyalty in B2B is not a common factor in the B2B software industry. With SAP's legacy of 50 + years and with high stickiness factor with the brand SAP, driving customer advocacy with the user group is something that SAP has experimented 17 years back, only to continue the same year-on-year to drive home customer loyalty.
Strategy
SAP ACE Awards has a three-tier selection process. The eligible implementations of the past 2 years are encouraged to submit their entries in a standardised template on a portal. the customers have 6 categories to choose from. Once the entries are submitted, the independent jury consisting of well-respected and seasoned CIOs from SAP India User Group (INDUS) studies the entries on 6 rational parameters. Every entry is evaulated by at least 2 jury members, who gives them score. The highest average score given by the jury members decides selection of limited entries in each category. The shortlisted entries are invited for a virtual pitch on a given day and based on the strength of their pitch and implementation, the jury shortlists the winners. These winners are given coveted SAP ACE Award in a gala awards night held in Mumbai every year. The entire process lasts for approximately 3 months.
Data
- 100% organic recruitment of customers without a single rupee being spent on the campaign's promotion - Organic PR worth lakhs of rupees generated by the virtue of winners taking their announcement to media and social media
Solution
Results
Results - 150 + entries received every year - 50 + shortlists for the round II - 20-25 winners are announced each year. Impact - Significant uptick in NPS for SAP after the SAP ACE Awards - Organic brand endorsement by the leading CXOs who wins the SAP ACE Awards - Salient but heightened advocacy for the brand year-on-year - breaks the barrier to engage with customers beyond business
