Daniel Burian, Oracle @ TMT.CustomerExperience'13

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Social gets corporate: why Oracle acquired Customer Experience management tools? @ Daniel Burian, Oracle, presentation at TMT.CustomerExperience'13 Warsaw

Social gets corporate: why Oracle acquired Customer Experience management tools? @ Daniel Burian, Oracle, presentation at TMT.CustomerExperience'13 Warsaw

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  • 1. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.1 Delivering Great Customer Experience Social gets corporate: why Oracle acquired Customer Experience management tools? June 2013 Daniel Burian CX Solution Architect
  • 2. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.2 CX business drivers
  • 3. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.3 Browse Web Site Comparison Site Web Search Ask Facebook Friends Visit Branch Chat Email Order Confirm w/Rec Visit Branch Tweet About Purchase Experience Read Reviews Ask for Help on Community Chat Room Product Info Order Online Kiosk Change Order Select Product Complete Order Online Call for Info about Packaged Services Research Select Buy Use Recommend CROSS CHANNEL ENGAGEMENT IS THE NEW NORMAL Receive
  • 4. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.4 Can’t their sales reps see my web order? The Other rep always knows all my orders. Why can’t I order an item online and pick it up at my local store? When I go online, I can’t easily find what I need. It’s too complicated to find my best option Why didn’t they send this mobile coupon when I was still in the store? Wouldn’t it be nice if they rewarded me for all the friends I have referred? When I clicked the “Chat Now” the agent had no idea of what was in my shopping cart?” IN- STORE WEB DIRECTMOBILE SOCIAL CALL CENTER THE RESULTS are often: INCONSISTENT, DISCONNECTED, IMPERSONAL, INEFFICIENT AND TRANSACTIONAL CUSTOMER EXPERIENCE
  • 5. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.5 The Customer Journey Managing life cycles, not transactions “Serve my needs” “Be relevant” “Engage me” “Reward me” “Earn my trust” “Give me more value” “Be transparent” “Minimize my risk” “Know my history”“Make it easy” “Be consistent” “Represent me” Aligning the ‘brand promise’ with the ‘brand execution’ Differentiate Orchestrated Experience > Profitability, Brand Equity, Enterprise Agility
  • 6. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.6 Proving the Value of Customer Experience ACQUISITION Increase Sales & Adoption RETENTION Build Trust & Strengthen Relationships EFFICIENCY Reduce Costs & Effort GENERATE MORE OPPORTUNITIES IMPROVE CUSTOMER SATISFACTION INCREASE SELF- SERVICE SUCCESS INCREASE CONVERSION RATES IMPROVE SERVICE QUALITY & RELIABILITY REDUCE COST PER INTERACTION INCREASE AVERAGE ORDER VOLUME DRIVE LOYALTY & ADVOCACY IMPROVE SERVICE PRODUCTIVITY Measurable Metrics
  • 7. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.7 Rising expectations from customers (59%) and the impact of social media on customers’ ability to broadcast good and bad experiences (37%) are the top two drivers for organizations’ focus on customer experience2 CX: Global Strategic Priority with Huge Financial Stakes  Executives say delivering a positive customer experience is critical to their bottom line 1Those who somewhat or strongly agree 2Respondents asked to select top three 20% Executives estimate that their potential revenue loss for not offering a positive, consistent, and brand-relevant customer experience is 20% of their annual revenue, or $400M for a $2B firm of executives state that improving the customer experience is one of their organization’s top three priorities in the next two years of executives believe that delivering a great customer experience is critical to their business advantage and results1 93% 97% CX Can Make or Break a BusinessTAKE AWAY
  • 8. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.8 The Execution Chasm: Many Businesses Are Stuck in Idle  Businesses say CX is a top priority and want to be recognized as CX leaders, but many are just getting started with a formal initiative Businesses Must Act to Avoid Falling BehindTAKE AWAY 1Those who somewhat or strongly agree 2e.g., established dedicated customer experience leaders, optimizing initial projects, extending program to new channels 91% wish to be considered a CX leader in their industry1 Yet … Nearly all businesses 37% are just getting started with a formal CX initiative 20% Consider their CX initiative “advanced”2 And only …
  • 9. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.9 Social Media: A Key Driver for the Future  The customer voice is becoming louder via social media and many businesses are playing catch up to respond 1Those who strongly or somewhat agree 81% believe that delivering a great customer experience today requires leveraging social media effectively1 But … …a significant number of organizations don’t seem to fully understand the importance of social media: 35% DON’T have social media for sales channels 35% DON’T have social media for customer service Catch up with Social ExpectationsTAKE AWAY
  • 10. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.10 WHAT DOES A CUSTOMER EXPECT IN A GREAT EXPERIENCE?  Consistent Voice  Connected Interactions  Personalized Journey  Efficient Service  Rewarding Relationship  Easy reach … everywhere
  • 11. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.11 S O C I A L Experience Applications Operational Applications Data Management I N S I G H T Social media Web Sales office Call CenterMobile Tablet Complete Customer Experience (CX) Framework Oracle Delivers an End-to-End Customer Lifecycle Solution
  • 12. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.12 Enable Social-Based Customer Experience • Listen: Understand consumer intentions • Engage: Reach customers and respond real-time through the channels of customer’s choice • Learn: Create better marketing campaigns, products and services with instantaneous customer feedback • Measure: Enable intelligence driven decision making • Improve: Refine and adjust customer strategies Social is ALWAYS ON
  • 13. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.13 Customer Success: Oracle Commerce  Unified, premium Nike global eCommerce experience Landing page has increased average order size by 40- 50%  Less than 1% of all searches generating ‘no results’  12% of revenue generated from converted sessions involving a search Advanced merchandising and content targeting
  • 14. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.14 Essential call deflection on Self Service Oracle CommerceAT TELEFONICA O2 CZ
  • 15. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.15 eShop by Oracle Commerce in T-Mobile CZ
  • 16. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.16 Personalization and Search at Forrester.com Endeca Information Manager Pick your role and we dynamically adjust the content experience to suit your point of view
  • 17. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.17 Call Deflection ..FAQs/knowledge Online  Platform tuned for sales and service enquiries  Deflect email and support cases to KB  Reduce online abandonment 42% increase in web deflection 15% Deflection user Forums Reduced CSRs by factor of 7 29% increase in conversions
  • 18. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.18 Oracle Knowledge at Skype
  • 19. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.19 Financial Services – Barclays Group Web consistency across the group Support multiple individual brands and single visual identity Scalable infrastructure to accommodate deployment of marketing sites and content to secure sites Target up-sell and cross-sell of products ‘on the fly’ Real-time changes to marketing campaigns Ability to reuse content and business logic across all business units, Barclaycard, Commercial and Private Banking Support for multi-channel connected customer Powered by Oracle WebCenter Sites
  • 20. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.20 The RightNow CX Cloud Service Improving Cross Channel Customer Experiences Unifying cross channel experiences to strengthen customer relationships, improve resolution rates, and increase sales The Oracle RightNow CX Cloud Service combines Web, Social & Contact Center experiences, for a unified cross-channel service solution in the Cloud
  • 21. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.21  >4.5M visits and 6.2M answers viewed each month  25% reduction in email volume immediately after implementation.  Efficiency gains in the contact centre enabled an 800%  business growth to only drive 100 percent email / 200 percent call growth
  • 22. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.22 Multichannel at Vodafone CZ Customer Care on the web, mobile and FB Powered by Oracle RightNow
  • 23. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.23 T-Mobile Austria Self Service 4.2Mio Subscribers 6.75 Mio customer interactions /year Oracle RightNow helped in: • 55% waste contacts deflection rate • 50% email reduction
  • 24. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.24 The Oracle Social Cloud is Designed to Enhance Each Stage of the Customer Experience • The Oracle Social Cloud provides a comprehensive and integrated solution that allows companies to enhance the Customer Experience at all stages. • Social Listening – to drive enhanced messaging and targeting • Social Platform Management – to build and manage a world-class owned and earned social presence • Social Commerce – facilitating social conduits for commerce • Social Customer Response – to address customer issues in social avenues where customers expect interaction
  • 25. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.25 LISTEN AND ENGAGE Social Engagement and Monitoring Understand what is important to your customers Engage with your customers across channels Auto-categorize signals and take action for appropriate business functions
  • 26. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.26 Oracle – Social Engagement and Monitoring Capture Monitor Engage Analyze Social:  300M unique authors  400K new authors/day  15M posts/day Content Collection and Consolidation Raw Noise to Pure Signal Topic Setup and Insight Discovery Key Performance Indicator Dashboards Respond and Route Engage on what is important to your consumers
  • 27. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.27 BUILD BRANDS ON SOCIAL Social Marketing Establish, build and grow brands via Social Media Increase customer relevance across paid, owned and earned media Integrate social seamlessly to your traditional marketing channels
  • 28. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.28
  • 29. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.29 Topics Cleansing Categorization Signal Purity SRM Integration with Enterprise Applications Monitoring Categorization & Enrichment Response/Lead Mgmt Measurement  Actionable social conversations  Multi-channel engagement  Measurable KPIs Capture and route leads Community Manager Leverage existing processes and routing rules Intentions Interests Psychographics Other Enrichments Highly relevant customer conversations Public Social Media Owned Social Media Multi-Channel ROI Analytics Performance KPI Mgmt
  • 30. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.30 Customer Successes
  • 31. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.31 The Oracle Customer Experience Portfolio Mobile Social In Store Contact Center Field Service Direct Sales Channel SalesWeb CX for Marketing CX for Commerce CX for Sales CX for Service CX Foundation
  • 32. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.32 Oracle’s Take…  Don’t Wait: Organizations must accelerate their planning and focus on executing customer experience programs – or risk falling behind  Know your Customers – or Lose them: Understand insights and drive innovation to deliver great customer experiences. Knowing customers at a deeper level, leveraging data across multiple channels, integrating social listening, and developing new experiences that exceed expectations is required for success  Empower Your Customer and Organization: Foster a customer-centric culture to overcome organizational silos and deliver a comprehensive and integrated customer experience, supported by scalable systems to serve customers or enable customers to serve themselves  Adapt Your Approach: Implement flexible process and systems both on premise and in the cloud to serve customers through their entire experience lifecycle. Continually listen, measure, test, and adjust your experience approach in real time
  • 33. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.33 Read blogs.oracle.com/CX Watch youtube.com/OracleCX Follow twitter.com/OracleCX Join facebook.com/OracleCustomerExperience Learn oracle.com/CustomerExperience Stay Connected
  • 34. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.34
  • 35. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.35 Evaluate Your Organization’s Experience …and where you aspire to be CX 1 CX 2 CX 3 CX 4 CX 5 Disruptive Distant Engaged Loyal Advocate Frustrating Neutral Useful Valuable Meaningful • Difficult, repetitive • Inconsistent, inaccurate • Expectations unmet • Usable • Acceptable • Low-to-no expectations • Easy • Consistent • Expectations managed • Convenient • Quality • Expectations met • Personal • Desirable • Expectations exceeded Suffers Survives Competes Differentiates Dominates Impact of Experience BusinessExperienceCustomer
  • 36. Copyright © 2012, Oracle and/or its affiliates. All rights reserved.36 Common Infrastructure Services Social Network Social Monitoring and Engagement Social Data Social Marketing Social Sites Oracle – Social Relationship Management