La Experiencia del Cliente: cumpliendo con la promesa de la marca


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Santiago Ontañón, Director de Ventas para Retail de Oracle México en el marco del Congreso CRM + Social Media + Centros de Contacto México 2012 en el WTC de la Ciudad de México

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La Experiencia del Cliente: cumpliendo con la promesa de la marca

  1. 1. Customer Service Experience EMPOWERING PEOPLE. POWERING BRANDS.Santiago OntañonDirector Comercial, Cuentas Estratégicas5 de Diciembre, 2012
  2. 2. 86% stop doing business with anorganization after one bad experience.*#1 Reason to recommend acompany: Outstanding Service (not price or product quality).* * Harris Interactive, 2009 Customer Experience Impact Report
  3. 3. Are You Delivering ReliableExperiences?Providing consistent Service Quality,across Multiple Channels of Support,that maximizes Agent Productivity,while lowering Operational Costs?
  4. 4. Achieve Sustainable Growth & ProfitCustomer Experience Value Equation: CX=A+R+E ACQUISITION RETENTION EFFICIENCY (INCREASE SALES) (MONETIZE RELATIONSHIPS) (LEVERAGE INVESTMENTS) Generate Improve Improve More Opportunities Service Quality & Reliability Self-Service Drive Improve Increase Conversion Rate Multi-Channel Support Productivity Increase Drive Decrease Average Order Value Loyalty & Advocacy Cost of Operations
  5. 5. The Brand Promise Throughout the Lifecycle •  Customers move through a closed-loop, continuous lifecycle •  Your brand promise happens throughout the customers lifecycle •  The moments that matter most to your customers is when your brand promise is realized
  6. 6. Provide Channel Choice, Any Where STORE •  Enable engagement where the KIOSKS DIRECT customer needs or wants to SALES interact •  Empower customers to help CONTACT themselves on any channelSOCIAL CENTER •  Enable seamless conversations between channels MOBILE FIELD •  Capture the interactions across all SERVICE the channels •  Be consistent across all channels WEB
  7. 7. Offer Service Choice, on Any Device Self Service Assisted Service Social Service•  FAQs §  Click–To-Call §  Communities•  Documents §  Click-To-Call Back §  Facebook Sites•  Guided Answers §  Click-To-Chat §  Social Monitoring•  Virtual Assistant §  Co-Browse §  Social Knowledge•  Search & Browse §  Proactive Chat §  Collaboration
  8. 8. Changing Behaviors Are Driving More Complexity Need / Research Select Purchase Receive / Use Maintain /Recommend Order Online Order Online Web Comparison Site* Chat Contact Center Change Order Visit Retail Store In-Store Select Product Pickup Local Store Browse Kiosk Catalog Web Product Info Mobile Search Email Order Email Confirm w/Rec Ask Facebook Friends Tweet About Ask for Help on Social For Recommendations* Read Reviews* Purchase Experience* Community Chat RoomDirect Sales Receive Call For Extension of Warranty * Brand doesn’t have control of experience
  9. 9. Powering Great Customer Service ExperiencesDelivering Exceptional Results
  10. 10. Best CX Solution “Vendors that can demonstrate a strategy of providing support for all these areas (contact center, Web, analytics and social CRM) will be best-positioned to lead the market.” – Michael Maoz, Gartner Magic Quadrant for Magic Quadrant for Magic Quadrant for Web Customer Service Social CRM Customer Service Contact Centers Gartner Inc. “Magic Quadrant for Social CRM” Adam Sarner, Gartner Inc. “Magic Quadrant for CRM Customer ServiceGartner Inc. “Magic Quadrant for CRM Web Customer Service” Johan Ed Thompson, Nikos Drakos, Chris Fletcher, Jeffrey Mann, Contact Centers” Michael Maoz, April 15, 2012 *3Jacobs, September 19, 2011 *3 Michael Maoz. July 25, 2011 *1
  11. 11. The RightNow CX Cloud Service Improving Cross Channel Customer ExperiencesThe Oracle RightNow CX Cloud Service combines Web, Social & Contact Center experiences, for a unified cross-channel service solution in the Cloud Unifying cross channel experiences to strengthen customer relationships, improve resolution rates, and increase sales
  12. 12. Oracle RightNow CX Service Cloud Mission Critical Cloud Delivery RightNow Cloud provides transparent reliability, unmatched security, and total Cloud freedom for Mission Critical Customer Experience delivery Unmatched Cloud Compliance •  DIACAP, NIST, HIPAA, FISMA… •  Segregation of data at the DB level •  PCI Certified Cloud •  Government Cloud •  Government Cloud for DoD Reducing the operational Transparent Cloud Management •  Monitor per channel, Incidents, License Capacity, costs of security, Service Levels, Change Mgt… compliance, infrastructure, and administration without Flexible Cloud Delivery •  Flexible licensing and usage sacrificing control RightNow (Virtual CIO) •  Fixed price multi-year contract •  Flexible upgrade schedule“No other vendors are doing anything close to what RightNow is offering in its CSA”. - Ken Harris, CIO / SVP of Shaklee © 2011 Oracle Corporation – Proprietary and Confidential 13
  13. 13. Web •  Oracle RightNow Web Self-Service •  Oracle RightNow Intent Guide •  Oracle RightNow Guided Assistance •  Oracle RightNow Email Oracle RightNow Web Management •  Oracle RightNow Chat •  Oracle RightNow Co-Browse •  Oracle RightNow Mobile© 2012 Oracle Corporation – Proprietary and Confidential 14
  14. 14. Deliver Knowledge At The Point of Need Oracle RightNow Web Self Service Enables visitors to find answers online from any device. The self- learning knowledge base improves with every customer interaction and provides deep and valuable insight into every customer or trend. Reduce abandonment. Lower support costs. Increase efficiencies. Capability Benefit Patented, self-learning knowledge management Increase Self-Service Rate & decrease system Cost per Resolution “ Syndicate content and functionality to anywhere your Increase Availability & Accessibility of RightNow has completely customers need help Service transformed the way Overstock Quickly incorporate widgets, videos and other Increase Relevance of Interactions & interacts with customers by enabling elements while easily customizing for brand Decrease Abandon Rate us to understand and resolve issues with the least amount of time and Partner ecosystem provides language translation and effort. Increase Accessibility of Service & Usability ” web design expertise and services Stormy Simon Web Experience and Answer Content Tune-Up Senior Vice President, Improve Service Level & Accessibility Checklists and Best Practice Guides© 2012 Oracle Corporation – Proprietary and Confidential 15
  15. 15. One Solution, One Experience, Any Device Oracle RightNow Mobile Increase brand loyalty and multi-channel support by making self service and engagement options accessible and available. Capability Benefit Enable customers to search for help, view answers, rate “ Improve Accessibility of Service We’ve loaded college answers, and see related questions application information, program Delivers a web chat designed for mobile interfaces Increase Customer Satisfaction overviews, course requirements, and even their advisor’s name into the RightNow system which Allows customers to submit an email query from their Improve Resolution Rate & Average smartphones Speed to Answer allows students to access the information from any mobile Helps customers find the right answers with mobile- device. ” Improve Accessibility of Service optimized Guided Assistance Michele Moskos, Best practice guides for designing and implementing Director, Texas Tech University Decrease Development Costs mobile experiences© 2012 Oracle Corporation – Proprietary and Confidential 16
  16. 16. Social •  Oracle RightNow Social Monitor •  Oracle RightNow Support Community •  Oracle RightNow Innovation Community Oracle RightNow Social •  Oracle RightNow Self Service for Facebook© 2012 Oracle Corporation – Proprietary and Confidential 17
  17. 17. Strengthen Customer Relationships Oracle RightNow Cloud Monitor & Smart Sense Participate in the conversation and know when to listen, contribute or re-direct interactions with proactive notification. Increase customer advocacy and retention by elevating your connection to customers. Capability Benefit Automatically detect potentially unhappy customers and can Increase Customer Satisfaction prioritize their posts for immediate follow-up “ As a growing company we quickly Identify customers based upon previous interactions with realized we need to do more to Improve Customer Segmentation your organization, and establish their social influence help our customers. Leveraging RightNow CX improved our Recognize modifiers and negatives in all supported customer satisfaction and Increase Referral Rate languages as well as some emoticons and acronyms productivity, plus it saved us a lot of money. Take cross channel actionable next steps such as incident creation Decrease Cost of Operation ” Tish Whitcraft Senior Vice President, Myspace© 2012 Oracle Corporation – Proprietary and Confidential 18
  18. 18. Extend Your Customer Reach Oracle RightNow Self Service for Facebook Extends great customer experience to your Facebook presence. Your customers can find answers, ask questions of their peers, submit product ideas, and even initiate incidents directly from your Facebook page. Capability Benefit Question-and-answer pairs for a crowd-sourced knowledge Increase Answer Relevancy base Reputation engine to reward customer participation and Increase Customer Satisfaction expertise “ After an extensive search, RightNow Robust moderation tools to help facilitate healthy conversation Improve Service Levels was the only provider to give us the flexibility we needed to support all of our different audiences. ” Maintain a single view of customer interactions across Increase Relevance of Interactions channels, including Facebook Jan Poston Day, Sr. Director, Blackboard SmartSense technology to flag and queue potentially sensitive Improve Insights & Customer or abusive post Satisfaction Rates© 2012 Oracle Corporation – Proprietary and Confidential 19
  19. 19. Contact Center •  Oracle RightNow Dynamic Agent Desktop •  Oracle RightNow CX and Fusion Sales •  Oracle RightNow Scripting & Workflow Oracle RightNow •  Oracle RightNow Add-Ins & Custom Objects •  Oracle RightNow Agent Desktop CTI Media Bar Contact Center •  Oracle RightNow Multi- Channel Solution •  Oracle RightNow App Builder Connect© 2012 Oracle Corporation – Proprietary and Confidential 20
  20. 20. Empower Agents To For Service Quality Oracle RightNow Dynamic Agent Desktop Drives retention with fast, accurate, and consistent information across all channels. Your agent interactions are consolidated on a single agent desktop with unified enterprise systems. Capability Benefit Centralized management of all customer interaction Improve Customer Satisfaction & increase channels Resolution Rate across channels “ Desktop Workflow automates business process for RightNow’s contextual Increase Contact Volume workspaces help us train new speed and accuracy agents and improve agent Agent Scripting ensures that customers experience productivity, enforcing consistent Increase Customer Satisfaction consistent interactions responses around the globe as well as delivering personalized Guided Assistance applies a repeatable and Improve First Contact Resolution user experiences across brands. ” predictable approach to complex issue resolution Claudia Lowman Contextual Workspaces fits the tool to the task Reduce Average Handle Time General Manager, RealNetworks© 2012 Oracle Corporation – Proprietary and Confidential 21
  21. 21. Engage •  Oracle RightNow Analytics •  Oracle RightNow Outreach •  Oracle RightNow Customer Feedback Oracle RightNow Engage •  Oracle RightNow Knowledge© 2012 Oracle Corporation – Proprietary and Confidential 22
  22. 22. Resolve Inquires Faster Oracle RightNow Knowledge Foundation Reduce cost and effort. Resolve inquires faster, increasing Agent and Customer productivity and satisfaction by presenting relevant and consistent knowledge across all channels of interactions. Capability Benefit Patented AI technology suggests answers to customer’s Improve Customer Effort Score inquiries “ Oracle RightNow is a powerful Self-learning technology and social knowledge learning solution for capturing company Lowers Administration & captures collaborative interactions in the community and and product knowledge and Maintenance Costs keeps content ever-green delivering it to customers when Guided troubleshoot decision trees provide consistent and how they need it. As a result, Improve First Contact Resolution handling of complex customer issues we’ve been able to achieve high levels of customer satisfaction The KCS Verification from the Consortium for Service Innovation enables additional advantages for knowledge Reduce Maintenance Costs while keeping our contact center costs under tight control. ” workflow optimization Roy van Keulen Support 33 Languages and leverage additional translations GM of Support, TomTom Reduce Development Costs services through SDL Language Weaver© 2012 Oracle Corporation – Proprietary and Confidential 23
  23. 23. © 2012 Oracle Corporation – Proprietary and Confidential 24