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Manejo de la Experiencia del Cliente

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Los clientes exigen una mejor experiencia por los procesos de atención deben ser innovadores.

Los clientes exigen una mejor experiencia por los procesos de atención deben ser innovadores.

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  • Slide Transition: The benefit of having a technology stack that is designed to work together is that Oracle can offer comprehensive solutions for competing in the digital economy, whether it’s improving the customer experiencedriving better business outcomes with big dataor adopting transformational technologies such as cloud, mobile, and social – without worrying about how they will integrate with the rest of your system.  
  • Why is customer experience critical ?More Global CompetitorsWhat was once your front door has evolved to a worldwide marketplace of both global and local competitors. Your company, like many, is faced constantly with the challenge of always keeping one step ahead of your competition. The shrinking of your commerce ecosystem around you requires you to be innovative and perfect how you execute your interactions with your global customers.Product CommoditizationYour widgets were once the only game in town. As the product innovation lifecycle has compressed, so have the commoditization of products and services. Global competitions, market segment maturity, squeezing margins, and increasing customer price sensitivity, are all making it harder to sustain brand and product differentiation in the shrinking world we now live in. Your company must constantly innovate not only your products, but how you get your products to market and how you enable your customers and partners to purchase from you. Innovation and segmentation are key to ensure you avoid commoditization of your products. Traditional Marketing Is Less EffectiveTraditional marketing techniques, such as print advertising, direct mail, newspaper inserts to name a few, are not dead, they’re evolving. Today many companies are augmenting their more traditional advertising programs to include digital advertising. Paid and organic search, blogs, social media, email marketing, etc. have broadened the arsenal of methods companies can use to reach their customers and prospects.Customers Are More Easily HeardIt used to be that companies used market research and focus groups to get a pulse of how customers feel about a company and their products. Today, social media, blogs, and product reviews have dramatically tipped the balance between the customer and a company and their products. According to Oracle’s 2011 Customer Experience Impact Report, after a poor customer experience, more than a quarter of consumers (26%) posted a negative comment on a social networking site like Facebook or Twitter for hundreds—even thousands—of their friends and followers to see. The silver lining is that of 22% of consumers who did get a response to their complaint, 19% went on to post a positive comment about the organization.Today customers have more choices, higher expectations, and greater influence. They have taken control of the conversation and forever changed the relationships with brands. Customers decide how, when, and where they want to engage with your brand--whether it's in the store, on the web or over the phone. They expect you to know who they are and what they need, and to seamlessly recognize them at every touch-point. And with the plethora of new social channels amplifying the customer's voice, peers now have greater influence over the buy decisions than traditional marketing. As a result the power has shifted from brands to customers.This shift makes it impossible for companies to sustain meaningful differentiation based solely on price or product. The only option that remains is the customer experience
  • The primary solution that companies historically used to solving the introduction of new channels was to simply hire a team of people to create a solution for a new channel and provide customers with access to their resources via the latest, greatest device or solution. But as you can see the customer buying journey has become more complex as they bring in different devices, applications, social, and more to the buying process.Today customers expect to be able to traverse across multiple channels seamlessly and start in one channel, be it the Web and continue that conversation with you, the company, in another channel, say the Call Center.As you can see an example…
  • Connected Experience is one of the key requirements for Better Customer Experience. These days, it is common to use to multiple touch points to make even a single purchase. Thus having interchangeable experiences across touch points is becoming a major focus as channels collapse..------------------------------------------------------------------------------Old comments…..Consumers Feel the Lack of Back-End IntegrationHaving interchangeable experiences across touchpoints is becoming a major focus as channels collapse and consumers engage with multiple touchpoints to make a single purchase.When the survey respondents in a 2012 Oracle Endeca study were asked how well their customers could navigate their brand via multiple touchpoints, the results indicated that there is still much work to be done. Only 8 percent reported an “excellent” experience, that their customers could have a consistent experience across all touchpoints.53 percent said their experience was “fair” or “poor,” with no integrated touchpoints.
  • User experience seen as the largest opportunity to drive additional revenue. In order to provide better customer experience, it is key to provide dynamic relevant personalized sales experience across all available channels allowing customers to select the channel they feel is most appropriate at that phase of the interaction cycle with the provider.------------------------------------------------------------------------------------When asked to identify the top three areas for investment in 2012, the respondents indicated that continued investment in the customer experience was the top priority, followed by mobile and commerce platforms.User experience seen as the largest opportunity to drive additional revenue. Answering the demand for tailored user experiences, 44 percent of the respondents representing online retailers reported that optimizing the user experience across touchpoints is their top priority for 2012.
  • No matter which channel is used, customers are expecting consistent experience across all channels. Lack of it leads to poor buying experience, shopping cart abandoning, churn etc…---------------------------------------------------------------------------------------37% of device owners engage in some form of mobile commerce41% of online organizations plan to invest more on the mobile user experiences and integration with their back-end technology
  • Analyst research has indicated cross-channel commerce can increase the conversions and increase the order values, in some case as much as by 50 %.________________________________________37% of device owners engage in some form of mobile commerce41% of online organizations plan to invest more on the mobile user experiences and integration with their back-end technology
  • El 1% nada máscumplenlasexpectativas del cliente
  • Here is how Oracle suite of products enables you to achieve complete and great customer experiences.
  • Slide Transition: Let’s start with the customer experience, since this ranks at the top of the CEO’s agenda …
  • Transcript

    • 1. 1 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 2. Abel Hernandez RíosCRM Sales Consultant 08 de Febrero de 2013 2
    • 3. The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.3 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 4. Agenda • Retos en la experiencia del cliente • ¿Qué es Customer Experience?CUSTOMER EXPERIENCE • Oracle CX4 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 5. El mundo está cambiando… CX como Estrategia clave de diferenciación Mayor Poca Marketing Clientes Competencia diferenciación tradicional proactivos5 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 6. Los clientes exigen una mejor experiencia… NEED / RECEIVE / MAINTAIN / SELECT PURCHASE RESEARCH USE RECOMMEND Order Handset Online Comparison Site Order Value Added WEB Services Online Chat Call for Info about CONTACT CENTER Add-on Services Visit Retail Change Features On Order Phone Store IN-STORE Pickup Device Browse Kiosk Local Store Flyer CATALOG Select Product Product MOBILE Info Web Search Email Order Confirm w/Rec EMAIL Ask Facebook Friends Ask for Help on Read Reviews Tweet About SOCIAL For Recommendations Community Chat Room Purchase Experience6 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 7. EXPERIENCIA MULTICANAL Una experiencia multicanal conectada es una de las últimas oportunidades de diferenciación competitiva.*7 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. * Source:Yankee Group, Delivering a World-Class Customer Experience: Transformation from the Outside In , 2011
    • 8. PERSONALIZACIÓN Es clave proveer de una experiencia dinámica y personalizada a través de todos los canales.*8 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. * Source:Analysys Mason, Cross-channel marketing and sales provides a uniform, personalized buying experience, 2011
    • 9. EXPERIENCIA CONSISTENTE Los clientes esperan que los productos o servicios sean consistentes a través de todos los diferentes canales.*9 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. * Source:Analysys Mason, Cross-channel marketing and sales provides a uniform, personalized buying experience, 2011
    • 10. VALOR DE NEGOCIOUna estrategia decomercio múlticanalpuede incementar:- conversiones hasta 16%- órdenes en línea hasta 50%además de reducir costos.* 10 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. * Source:Analysys Mason, Cross-channel marketing and sales provides a uniform, personalized buying experience, 2011
    • 11. Los silos crean frustración… DIRECT IN-STORE CALL CENTER WEB MOBILE SOCIAL11 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 12. 1 %12 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Source: 2011 Customer Experience Impact Report: Getting to the Heart of the Consumer and Brand Relationship, RightNow Technologies, 2012
    • 13. 13 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Source: 2011 Customer Experience Impact Report: Getting to the Heart of the Consumer and Brand Relationship, RightNow Technologies, 2012
    • 14. Why didn’t they send Can’t their sales reps see this mobile coupon to my web order? The Acme The shopping experience online me while I was still in rep always knows all my is incredibly inconsistent! I the store? orders. can’t get the help I need when I need it!…Why are the prices Why can’t I order andifferent online than item online and pick itthey are in-store? up at my local store? It When I clicked “Chat Now” the makes NO sense agent had no idea of what was in my shopping cart. It’s so I go online, I can’t When frustrating!… easily find what I need. myface.com It’s too complicated to Why does the store find what’s best for me Wouldn’t it be nice if they carry different items rewarded me for all the than they do online? friends I have referred? www.johnbuyer.com 14 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 15. ¿Qué Estrategia es Viable para Competir?¿Clientes Satisfechos?
    • 16. ¿Los Clientes Satisfechos son Leales? Cliente Tú Competencia Tu problema…
    • 17. “Es la suma de todas las interaccionesque un cliente tiene con un proveedor de bienes o servicios durante la relación” ¿Qué es Customer Experience? Source: http://en.wikipedia.org/wiki/Customer_experience
    • 18. El Ciclo de la Experiencia del Cliente COMPRA RECOMIENDA 4 8SELECCIONA 3 COMPRA POSEE 7 MANTIENE Marketing & Ventas Soporte & Servicio 1 5 2 6 INVESTIGA NECESITA RECIBE UTILIZA
    • 19. Ecuación de CXCX= A Adquisición + R Retención + E Eficiencia20 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 20. Valor de Negocio de CX Adquisición Retención Eficiencia Mejorar el Índice de Incrementar la Tasa de Incrementar el Tráfico Satisfacción de Clientes Autoservicio Incrementar la Tasa de Mejorar el Soporte Incrementar la Conversión Multicanal Productividad Incrementar el Valor Disminuir el Riesgo de Disminuir Costos Promedio de la Orden Abandono Operacionales21 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 21. Gente, Procesos & Tecnología22 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 22. Los clientes exigen una mejor experiencia… NEED / RECEIVE / MAINTAIN / SELECT PURCHASE RESEARCH USE RECOMMEND Order Handset Online Comparison Site Order Value Added WEB Services Online Chat Call for Info about CONTACT CENTER Add-on Services Visit Retail Change Features On Order Phone Store IN-STORE Pickup Device Browse Kiosk Local Store Flyer Multicanal CATALOG Select Product Product MOBILE Info Web Search Email Order Confirm w/Rec EMAIL Ask Facebook Friends Ask for Help on Read Reviews Tweet About SOCIAL For Recommendations Community Chat Room Purchase Experience23 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 23. CREAR EXPERIENCIAS INNOLVIDABLES ES IMPERATIVO “represéntame” “recompénsame” “sirve MIS necesidades” “minimiza el riesgo” “gana mi confianza” “conoce mi historia” “hazlo fácil” “se relevante” “genérame valor” “comprométeme” “se consistente” “se honesto”Entregando las Experiencias que NUESTROS clientes quieren24 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 24. SOLUCIONES ORACLE CUSTOMER EXPERIENCE CHANNEL WEB CONTACT CATALOG MOBILE DEVICE EMAIL TABLET SOCIAL IN-STORE CENTER ATG WEB COMMERCEORACLE Customer PERSONALIZACIÓN VENTA BÚSQUEDA GESTIÓN DE ORACLE KNOWLEDGE SELF- ORACLE RETAIL POINT OF PERSONALIZACIÓN WEB ENDECA GUIDED WEB WEB MANAGEMENT SERVICE PoS Experience WEB CONOCIMIENTO SERVICE SEARCH SOCIAL, MARKETING, SALES, SERVICE, LOYALTY ORACLE CRM SOCIAL ORDER MANAGEMENT, PRODUCT MASTER SERVICIO VENTAS LEALTAD MARKETING DISTRIBUTED ORDER ORCHESTRATION POLICY CONTROLLERSOLUCIONES DE GESTIÓN DE ORQUESTACIÓN DE REVENUE MANAGEMENT BILLING AND MODELO DE DATOS DE ENTREGA DE SERVICIOS INDUSTRIA POLÍTICAS PROCESOS INDUSTRIA RAPID OFFER DESIGN AND ORDER DELIVERY REAL-TIME DECISIONS, BUSINESS INTELLIGNECE DATAMDM/ANALÍTICOS DECISIONES EN INTELIGENCIA DE BASE ÚNICA DE BASE ÚNICA DE WAREHOUSING CUSTOMER HUB, PRODUCT HUB TIEMPO REAL NEGOCIO CLIENTES PRODUCTOS POR LINEA DE COMMUNICATIONS DATA MODEL NEGOCIO 25
    • 25. Q&A 26
    • 26. The Experience Revolution Monday, June 25, 2012 New York City Event Briefing27 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 27. 28 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
    • 28. 29 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.