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Enterprise 2.0 (fixed)

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My Oracle Openworld 2008 presentation. I've fixed the audio in this one as the original seemed to be broken.

My Oracle Openworld 2008 presentation. I've fixed the audio in this one as the original seemed to be broken.

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  • The late Douglas Adams wrote these words just over 9 years ago in August 1999. These comments could be applied to social media and social networks today. Many of the people I meet each day don’t understand the importance, impact or value of social media or networking in our lives today – both in our private and more importantly – our professional lives.
  • What many businesses have not realised is that these communities are working together to help each other in all aspects of life. And that includes advising each other on your products and services. Their experiences are now being told to everyone and holding you accountable.
  • This was the camera in 1888. The instructions to take a picture require many steps and rather detailed complex instructions. Rather like some business processes you have to use today.George Eastman invented roll film. Instead of trying to put his roll film into the camera of the day, he invented a camera that could be operated in 3 easy steps. This camera and approach arguably put Eastman (or rather the Kodak Eastman company) in the forefront of consumer products for nearly 100 years….
  • When we released Siebel 8 – we took the same approach – designing simple screens and navigation that decomposed a complex process into a series of simple steps. Filling the screens was easy – as we highlight the most important fields. Navigation uses forward and back arrows. As task panel allows you user to jump in a non-sequential manner between the steps.This user interface and flow based approach is great for all manner of uses – but is not a universal solution for all users.
  • Eastman was successful because he made use of a system. Customers would take pictures, and send the camera off to be processed at the factory. The factory would then refill the camera and then return the camera to the customer. The complexity was managed back at the factory.
  • Almost 100 years later, Apple launched the iPod – with very much the same approach. Their music player was not the best music player on the market. It wasn’t the smallest either. The competitors such as Sony and Rio had been in the market for some time and had been focusing on putting more features into their devices. This made the devices incredibly complex. Apple changed that model. The iPod was the device to browse and listen to music. The focus was on the tasks you do the most – and making that experience a simple one. All the complex tasks are carried out in Apple’s iTunes. This was their factory, where a user could acquire and rate music and create playlists.
  • We took the same approach with the CRM gadgets. We focused on the tasks that the sales person does the most. People often ask whey we did not focus on creating and updating contact information. My response is “Why? We have an application for that.”The gadget is a great way to browse and call your contacts (or email or tag or search). In addition – whenever you make a call or send an email we capture that transaction and write that back to the CRM system for you. This is something that none of the CRM products on the market will do for you today. We focus on the things you do the most – and leave the complex stuff (like adding contacts and updating contact information) in our system – either Siebel CRM, or Oracle CRM OnDemand or Peoplesoft CRM.
  • OK So we have talked about the Siebel task based user interface and the CRM gadgets we have been building. It was clear however that the next generation of Enterprise applications needs something more that just a task UI or a gadget. Over the last year and a half we have learnt something else as well. That users want a richer, more functional user interface. Aesthetics alone are not enough. The User interface must be practical as well. Google pulls this off perfectly – it’s blend of the utmost minimalism and the sheer power of the search engine – and deliver of simple concise results – keeps it at the top of user destinations when looking for something. Compare that with other search engines that allowed their products to become advertising real estate on the web….and lose sight of their most essential purpose…
  • To understand the motivation for this, as developers and makers of software – we need to understand that there are fundamental differences in the way that we and our users view the world. As application developers or providers – we tend to think of everything from the data upwards. You have business logic and then a user interface that exposes the data and logic to a user.
  • We are the first generation that has largely been served by non-interactive media. Since the dawn of time, all of our media experiences have been collaborative and engaging. Whether it was story telling around a fire, plays at the theatre or rock concerts at a stadium, we have all participated as a social group in the experience. Think back to the best concert you ever went to. It was probably one where the artist engaged and talked with the audience, rather than just turned up and played. For the last century, cinema and television have dominated media and we have been disengaged, passive spectators. Rich internet applications capture the spirit of collaboration and feedback. Using animation and motion delivers a rich engaging experience that carries the user from scene to scene. Providing feedback to the user – either as the user progresses through a task – or to give added value to the user based on data he or she provided – will drive up adoption – because the user get’s something out of the experience. You get nothing for updating a database field.
  • Based on this understanding, there needs to be a shift in thinking – from a technology/data/logic oriented view of the world to one where experience dominates the overall design process. We are not saying that data/process and technology should not be considered – but that there should be equal if not more focus on the experience as seen by the user. I have heard all too often that X or Y had to be done some way because of a limitation of the technology or process. That’s not good enough today.
  • This is an application that James Ward and I built last year for Openworld 2007. The radar is a simple concept. Imagine that the radar shows all of your contacts and those contacts are placed on your radar screen by the date that you last talked with that person (we could use other criteria). The center of the radar is the current date – and as you move out (in any direction) you are moving out in time. Eventually – some contacts will fall off the radar – meaning that you have effectively lost touch with that person and the relationship has gone cold. So the basic idea of the radar is to identify those contacts – and call those contacts from the application – so that you can bring the contact back close to you.We have updated it to make it much simpler for the user to view selected contacts, filter contacts by any manner of attributes and when you change the timeline – the contacts that fall off the radar – automatically fall into your call list.
  • A fundamental tenet of Enterprise 2.0 is the notion of sharing. This flies in the face of conventional wisdom within most businesses. The saying goes “knowledge is power” - and yet when knowledge is shared – the community as a whole benefits…. Businesses today are facing a time bomb. There is a whole generation about retire – and when they go – their knowledge will go with them. Innovative companies such as GE has realised this and have let their employees create their own Wikis to share this information. GE just manage the infrastructure – and try not to get in the way of the users.
  • The biggest problem that companies face today is that they are not structured appropriately to share information. Here we have a 3500 year old design pattern, made successful by under Ceasar’s campaigns (the army structure was established well before that). Generals gave instructions top down so that the troops on the ground would understand what the direction from the top was.Businesses today are structured in exactly the same way. However – as Lou Gerstner wrote in “Elephants Can’t Dance” – when he got to IBM and started making changes – the layers of management would either misinterpret his messages or downright disagree with the focus/direction/objectives – and so miscommunication occured. Another problem that manifests itself when you have divisions – is rivalry. Just as the Army, Navy and Air forces have a rivalry between each other – businesses often lose sight of the enemy (the competition) and will start to compete against itself – this is what happened with the sales teams selling Wordstar (a DOS product) and Wordstar 2000 (a Windows product). Because these were two separate product sets with differing features and no interoperability – the sales teams competed against each other. As a result, Microsoft, which was at #2 with their product on the market, became the #1 player. Had the Wordstar teams worked together – and collaborated (the fault lies with the management and the development teams) – across divisional lines – features such as document interoperability and upgrades would have been available from the outset.
  • Provide an intelligent method for prompting the thinking of reps about potential affinity And research (lateral thinking - six degrees) Facilitate great discussions with prospects with “mini-stories” and scripts (prioritized by affinity)Nucleus Research On average, reps search at least 5 repositories for information.. 67% of reps are overwhelmed by information.
  • Transcript

    • 1. Enterprise 2.0: The new face of CRMDipock Das James WardSenior Director, CRM, Oracle Technical Evangelist, AdobeSession: S300053
    • 2. The following is intended to outline our generalproduct direction. It is intended for informationpurposes only, and may not be incorporated into anycontract. It is not a commitment to deliver anymaterial, code, or functionality, and should not berelied upon in making purchasing decisions.The development, release, and timing of anyfeatures or functionality described for Oracle’sproducts remains at the sole discretion of Oracle.
    • 3. Before we start ….A simple guide to get you through the next 60 minutes1. everything that’s already in the world when you’re born is just normal;2. anything that gets invented between then and before you turn thirty is incredibly exciting and creative and with any luck you can make a career out of it;3. anything that gets invented after you’re thirty is against the natural order of things and the beginning of the end of civilisation as we know it until it’s been around for about ten years when it gradually turns out to be alright really. (Apply this list to movies, rock music, word processors and mobile phones to work out how old you are. ) Douglas Adams, The Sunday Times, August 29th 1999 “How to Stop Worrying and Learn to Love the Internet”
    • 4. In this session you will learn• Why your business should care about E20• Ingredients for success• Why tools are not enough• What Oracle is doing and what you can do yourself• Demos “If you want to have a great future you have to start thinking about it in the present, because when the futures here you wont have the time.” Nathan Myhrvold, former CTO of Microsoft
    • 5. The world is getting smaller And people are connecting in various waysWorldwide Internet Usage (Source: internetworldstats.com Post videos Share of Americans online by age (Source: Pew Internet Project telephone surveys, 2000-2006) Live streaming Video Conferencing larger communities more collaborativemore access more sophisticated
    • 6. The Groundswell Business loses control of the customerBusiness spends millions of dollarscultivating a brand image, creating a productmessage and defining a value proposition.But who controls the message today? “the groundswell is: A social trend in which people use technologies to get things they need from each other , rather than from traditional institutions like corporations” Charlene Li, John Bernoff, Forrester Research from “groundswell: winning in a world transformed by social technologies”
    • 7. Where Enterprise Applications Fall ShortBusiness loses control of the user Populating and maintaining data 52% Getting user acceptance 41% Generating meaningful analytics 35% Customizing CRM applications 30% Measuring CRM project ROI 28% Identifying sales-process problems 27% Matching technology to process 20%Effectively rolling out the application 18% Evaluating CRM applications 10% Obtaining executive support 8% Managing CRM vendor relationship 6% Getting adequate project funding 6% other 4%Source: Harvard Business Review, July-August 2006; Annual sales survey of Chief Sales Officers.
    • 8. Social Computing What makes modern consumer applications so popular?Each one of you has probably used one of these applicationsYou most probably did not have any training.If you were “successful” with the product, you probably went back there again.You probably connected with someone in some manner.
    • 9. Social Computing What makes modern consumer applications so popular?These applications served a useful purpose for you – it was personalThe application was simple and intuitive – it was tailored for the task at handThe product was viral – in some way – very appealing – a rich applicationThe application made it easy to connect, share content and give feedback
    • 10. George Eastman“You press the button, and we‟ll do the rest” Example : From “Subject to Change”, Adaptive Path ISBN 10: 0-596-51683-5 | ISBN 13: 9780596516833 http://adaptivepath.com/ideas/book.php (I recommend you buy it)
    • 11. Siebel 8.0 Task Based User Interface“You press the button, and we‟ll do the rest” Step 1 Step 2
    • 12. Photographic SystemCapture Film Develop FilmAdvance Film Print Film Refill camera Example : From “Subject to Change”, Adaptive Path
    • 13. Music System Browse Music Play Music Browse Music Add Music Play Music Buy Music Rate Music Create PlaylistsOracle Confidential: Not for Distribution
    • 14. CRM SystemBrowse Contacts Browse Contacts Add Contacts Call Contacts Rate Contacts Delete Contacts Rate Contacts Alter metadata Make Call lists Create activities
    • 15. GadgetDemo
    • 16. CRM Gadgets Sales Focused Gadgets - Contact Gadget Predictive Search Your Categories contacts Click to Talk Search Social Click‟s are tracked and Networkswritten to the CRM system
    • 17. What makes an interface „Rich‟?A chair is just a chair…but Which do you prefer? Logic tells you that both serve the same purpose But you chose the expensive chair on the right ..because there is something aesthetically pleasing about that A B chair… the design has an appeal that draws you to it… WARNING: Aesthetics, power and technology, are not enough. The product must be practical and give value to the user.
    • 18. How we view the world Get inside the head of your users data mostly logic irrelevant user interface user interfacePeople who make software People who use software
    • 19. What makes an interface „Rich‟?The following items all have the same essential ingredientWhat have Shakespeare‟s Globe Theatre, Jimi Hendrix, the Wii got in common? Feedback
    • 20. Process centric to user centric design CRM 1.0 CRM 2.0
    • 21. Social CRM Moving Enterprise applications to the next level Sales „Forced‟ Automation Report Less Forecasts for Managers Sell More Sales 1.0 Social Collaborative „Stick‟ Based Model „Carrot‟ Based Model Transactional Individual Sales 2.0 Sales for Sales Reps Report More Sales Productivity Sell Less ApplicationsOracle Confidential: Not for Distribution
    • 22. DemonstrationContact Radar revisited
    • 23. History has shown that sharing benefits everyone „Need to share‟ is the new „Need to know‟ Linux Wikipedia “The Web is more a social creation than a technical one. I designed it for a social effect - to help people work together -The Human Genome Project not as a technical toy” Deoxyribonucleic acid (DNA) Sir Tim-Berners Lee, Weaving the Web
    • 24. The network effect of sharing The New Generation Share to Create ValueEmployees are organized hierarchically…(approx: 3500 year old design pattern) But work through social networks The more we share, the greater value we create over time
    • 25. Communities Drive Business Innovation Social Networks Enterprise Community CRM Tagging SOCIAL CAPITAL HR RSS Contribution SCM Sharing Value Personal Content Preferences Accelerate Growth Customers, Employees, Customers, EmployeesPartners, Suppliers Partners, Suppliers
    • 26. Communities Must be Flexible AND Secure Community Contribution Value Accelerate Growth
    • 27. Making it Enterprise Ready Web ServicesCRM HCM Financials Mfg SCM Legacy
    • 28. Architecture of Social Platform Apps, Specific UI Adobe Flex / Oracle ADF UI Platform Web Services Web ServicesUser Profiles Sales Prospector Sales Campaigns Sales Library Customer CareOC4J Instance OC4J Instance OC4J Instance OC4J Instance … OC4J InstancePlatform Services Platform Services Platform Services Platform Services Platform Services TopLink TopLink TopLink TopLink TopLink Remote EJB Social Services OC4J Instance SSO (Networks, Groups, Profiles, Tags, Ratings, Reviews, Relationships) (OID/OAM) Platform Services Batch Security, Provisioning, Licensing, SaaS, Monitoring, Logging, Auditing Components TopLink TCA Data Model Apps SC SP SL Common
    • 29. Office/Mobile Mashups Web 2.0 Apps Gadgets Device and Browser Independent
    • 30. Web 2.0 Applications for the EnterpriseOracle Sales Prospector Oracle Sales CampaignsOracle Sales Library Oracle Deal Management
    • 31. Customer Activity Radars• Ageing Activities • Contacts • Service Requests • Leads etc• Creates Active Tasks • Call lists • Escalations etc
    • 32. Oracle – Mobile Productivity Create Appointments Business Intelligence Search On the way to meeting Share leads ContactsAlerts Find an the meeting After Address Lookup Check Schedule Call Approvals Throughout the day Leads Update Check To Dos HR Jot Notes Follow-up Connect with Teams
    • 33. Oracle – Mobile Productivity Create Appointments Business Intelligence Search On the way to meeting Share leads ContactsAlerts Find an the meeting After Address Lookup Check Schedule Call Approvals Throughout the day Leads Update Check To Dos HR Jot Notes Follow-up Connect with Teams
    • 34. The “Three Cs” of Enterprise 2.0Best of Breed applications with Business Intelligence
    • 35. Web 2.0 Tools applied to Enterprise Trends and implementation Social Networks RSS | TAGS | DIGG Blogging | Wiki‟sLeveraging modern Social Users subscribe and give Both public and privateNetworks to find affinities feedback on content blogs become dynamic and drive sales. posted on an informal channels of Open Social API unprecedented scale communication Collective Intelligence MarketingPersonal Prospecting Lawyers found that40% of Sales Reps actual Blogs become a form of watching the RSS feeds marketing – reaching opportunities originate that their colleagues were from a formal Lead. audiences who choose to watching left them better subscribe .. Personal prospecting informed on the most makes up the rest* important topics Wiki‟s Market Research teams stay better *Jeffrey Gitomer, Best Selling Sales Author real-time, large scale informed through user focus groups driven (searchable) wiki’s
    • 36. Real world example Kettle Chips taps into the Community to increase sales 28%**Article from : F@st Company | Issue 113 | March 2007 | Page 55 | By: David Lidsky
    • 37. Wells FargoBanking 2.0 • Using blogs to give executives an informal channel for employee and customer discussions, and RSS feeds to funnel news into a CRM system • Attempts to build a presence inside Second Life -- a virtual community called Stagecoach Island -- to get young people involved with the brand and learn about personal finance has not seen much traction • Also is experimenting with wikis and blogs. It has customer-facing blogs about topics such as student loans
    • 38. WestpacBanking 2.0 • Westpac has chosen to let Facebook traffic through the corporate firewall • Experimenting with the development of an internal "Facebook-like" application of its own. • The application, still under development, will have the same look and feel as Facebook but will feature Westpac confidential data, will be restricted to Westpac staff and be protected by the firewall. • Westpac has also set up its own island in virtual world Second Life. • Westpac has experimented with using this virtual space to conduct centralised induction meetings for new staff from branches and offices around the country • The "virtual presence" element of Second Life meant that geographical and hieratical barriers could be removed. New staff from a branch in Tasmania and a branch in Brisbane could be inducted in the same session by a trainer in Sydney. Source: Westpac turns to Web 2.0 free for all – ZDNet Australia, 21/11/07 •
    • 39. + This collaborative tool increased qualified leads by 200%.<Insert Picture Here>
    • 40. <Insert Picture Here> + Increased sales by 15%
    • 41. <Insert Picture Here> Existing web businesses are transformed
    • 42. ??? Web 2.0 Startup ???+ Innovative new businesses areborn, changing how people think ofthe web
    • 43. In SummaryWhat does it take to be a next generation application? OnDemand Personal Engaging Connected
    • 44. The ROI of RIARevenue Expense Increased Sales Reduce the Cost of Sales  Higher conversion rates, less online  Successful online transactions reduce abandonment direct sales interactions  Increased average order size through  Accuracy of orders increases cross-sell and up-sell visualization  Increased customer loyalty drive repeat purchase Reduce the Cost of Service  Self-service reduces service rep interactions More Qualified Leads  Better understanding of your product and services help customers get to a Reduce Returns decision  Visualization of product helps customer understand what they are buying  Configuration tools help customers buy the right product
    • 45. The sum of the whole is greater than its parts. equal to -Euclid