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Customer Experience Management mit ORACLE WebCenter
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Customer Experience Management mit ORACLE WebCenter


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ORACLE WebCenter bietet ein umfassendes Spektrum an Lösungen, um eine komplette, offene und integrierte Plattform für eine moderne Benutzererfahrung zu Ermöglichen. Dies umfasst die Entwicklung und …

ORACLE WebCenter bietet ein umfassendes Spektrum an Lösungen, um eine komplette, offene und integrierte Plattform für eine moderne Benutzererfahrung zu Ermöglichen. Dies umfasst die Entwicklung und Bereitstellung interner und externer Portale und Websites, Composite-Anwendungen und Mash-ups mit integrierten Social Networking- und Collaboration-Services in einer kompletten Content Management Infrastruktur für Unternehmen.

ORACLE WebCenter bietet:
Die umfassendste Plattform für eine moderne Benutzererfahrung für Portale, Websites und Composite-Anwendungen
Das umfassendste Set von Services für das Social Networking und das Social Computing
Die umfassendste und branchenführende offene Content Management-Lösung
Große Auswahl an Entwicklungs-Tools für Entwickler und geschäftliche Benutzer
Implizite Integration mit Oracle Applications, Oracle Fusion Application und Oracle Fusion Middleware

In diesem Vortrag wird anhand von Kundenbeispielen aufgezeigt, wie mit Hilfe einer einheitlichen Plattform modernes Informationsmanagement über eine Vielzahl von Kanälen erfolgen kann.

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  • The four major themes of the product development roadmap for Sites
  • Main Win Point:Deal size: Multiannual contract with an average of 1.5 million Eur by fiscal year (5 million licences)Signed 2004 (previously won Banesto in 2002 later acquired by Groupo)Selected as worldwide WCM standard over upgrading to Vignette v7 Why did we win: Robustness and Flexibility to accommodate to very specific requirementsScript:Company backgroundThe Santander Group is the fourth largest bank in the world by profits and eighth by stock market capitalization. It serves 91M customers and runs 13,600 branchesIts presence is concentrated in 9 major markets: Spain, Portugal, Germany, the UK, Brazil, Mexico, Chile, Argentina and the US, mainly for retail bankingSinceitscreationthe15th May 1.857 theGrouphasn´t stoptogrow: Acquisitions as Abbey en 2004, Banco Real en Brasil en 2007.,Souverain 2010Challenge/opportunitiesGroupo was faced to two challenges due to the incredible rhythm of banks acquisition:To create global Intranet to serve as the main vehicle of culture unification and communicationTo set-up an infrastructure for the various sites of the GroupSolutionImplementing FW Sites as a CMS for every initiative of the BankResultsAt this moment the used infrastructure is of 7 Data Centers with more than 200 content contributors.Grupo has a three model of Intranet:Corporate intranet (called public Intranet)Specific Intranet for different banks in the Group (called private Intranet)Role-based personalized intranet sites for individuals (called private Intranet)FW Sites is also used to serve every bank public web site as per example: BancoTotta, AbbeyIarchiectire: Websphere $ DB2
  • Groupon neueste „Innovation „Smart Deals“. Dabei handelt es sich um einen Algorithmus, also ein Rechenprogramm, das unter anderem aus der privaten und der beruflichen Anschrift eines Konsumenten, aus seinen bisherigen Käufen, aus dem Geschlecht und anderen Eigenschaften die relevantesten Rabattangebote eben für diesen Konsumenten zusammenstellt. Das verbessert unseren Service für die Konsumenten und für die Anbieter von Rabatten wie zum Beispiel Gaststätten. Dadurch unterscheiden wir uns mehr von den Wettbewerbern, was letztlich unsere Einnahmen erhöht. „
  • Hybrid Apps Examples: new Facebook App
  • Main Point:COMPANY OVERVIEW13B Banking Giant, 7M customers, 1200 branchesConglomerate of 218 local banks providing financial services to the Dutch retail and business markets CHALLENGES/OPPORTUNITIESImprove multi-channel customer service.Link call center, internet & local branchesReduce time to open & fulfill new account requestsSiebel Files repository overload; 4-5 million documents lack of version control and proprietary conversion was hindering flow and accuracy of informationSOLUTIONServices-oriented 4Front portal application, supports 800 call center representatives in UK and IndiaProvides a single view of the customer and their product holdingsIntegrates Oracle EBS, Siebel, IBM, Unisys and FileNet and 14 legacy systemsScript:------ ADDITIONAL CUSTOMER INFORMATION ------Oracle, Siebel, IBM, Unisys, and Filenet, 14 legacy systemsSOASolution:Customer ExperienceManagementProduct:BEA WebLogic Server® 7.0,BEA WebLogic Portal® 7.0Industry:Financial ServicesCountry:UK“BEA WebLogic Server enables Prudential UK to develop, integrate and manage our distributed, service-oriented applications. By simplifying and unifying our infrastructure, we can now deliver greater value in less time, at reduced cost to the overall business.”Jeremy Gray, Head of ITArchitecture, Prudential UK“Together, BEA WebLogic Server and BEA WebLogic Portal are simplifying and streamlining the processes involved in integrating multiple disconnected applications. The 4Front project has enabled Prudential UK to have considerable annualized savings and result in a 33 percent return on investment over five years.”Jeremy Gray, Head of ITArchitecture, Prudential UKPrudential UKIntegrated Customer ViewBusiness challengeDespite previous investments, Prudential UK lacked a customer-centric system that provided access to a comprehensive view of policy information. As a result call centre agents would have to ask customers to call another unit for matters both simple and complex.SolutionDeployed BEA WebLogic Server and BEA WebLogic Portal to provide an industrial-strength application infrastructure for its call centre applications. Approximately 800 customer services staff now share a single, consolidated view of customer information.ResultsAgents have improved the instances when the customer dispatches all business with single phone call. It is anticipated that the overall program will have considerable annualised savings and result in a 33 percent ROI over five years.Customer briefPrudential plc is a leading international financial services company with some 16 million customers, policyholders and unit holders and some 20,000 employees worldwide. Prudential UK provides a range of financial products and services including annuities, corporate and individual pensions, with-profits bonds, savings and investment products and Individual Savings Accounts (ISAs) to around seven million customers. Its products are distributed through a number of channels including direct to customers (telephone, internet and mail), through Independent Financial Advisers (IFAs), and benefit advisers consulting actuaries through the workplace to its corporate pension customers and via affinities and banks. The business currently employs some 6,000 staff located in offices in Stirling, Reading, Belfast, London, and Mumbai.Business process challengeHow do you build intimate, long-term customer relationships when the information you have on your customers is spread across multiple disconnected systems? That was the challenge facing Prudential UK. The leading international financial services company had five channels to market in the UK: Prudential Life & Pensions, Prudential Financial Services, Scottish Amicable, Annuities & Prudential Sales and Prudential Europe. Each of these channels had its own system for managing customer relationships, fronted by different call centre applications, with different processes for executing the same tasks—all on different platforms.“The customer’s primary touchpoint with Prudential UK is through the call centre,” says Jacqueline Lindsay, Head of Tier 1 Customer Service, Prudential UK. “What takes place during this call may only last a few minutes...but it is crucial that each and every customer receives a richly rewarding service experience. It’s not only first impressions that count though—this customer experience must be consistent time after time.This is where technology plays a critical role, providing the infrastructure that enables customer service staff to engage new customers appropriately and ensure the loyalty of existing ones.”Despite previous investments in people and technology, Prudential UK lacked a customer-centric system that provided easy access to a comprehensive view of the customer’s policy information. To compound the issue of variable data quality, there was also the impracticality of moving massive data sets on 8 million customers each night. “We were relying on home-grown legacy data silos, each with its own structures, formats and validations— with limited integration,” Lindsay explains. “These silos included contact management, campaign, and lead management, quotes and illustrations, contracts and service requests. From the perspective of our customers— both policyholders and IFAs—this meant they had to call different numbers for separate product enquiries. A customer holding a pension, a savings policy and a life policy needed to call three separate call centres to make something as simple as an address change.”When the separate lines of business merged, Prudential UK embarked on an enterprise-wide program: the Customer Service Transformation (CST) program. The goal was to create a customer-centric servicing application and aggregated customer database. The system would consolidate key customer information from Prudential UK’s most important legacy applications into a centralized repository and provide access to multiple contract systems through a single easy to use Web-based application. With this, the 800 agents, located in the U.K. and Mumbai, India, would have a single view of the customer across multiple accounts.Underlying this was the need for an application middleware infrastructure that would unify the applications. “We had previous experience of Microsoft and IBM WebSphere, along with BEA WebLogic and we conducted a rigorous evaluation of each,” says Jeremy Gray, Head of IT Architecture, Prudential UK. “The choice came down to the J2EE environment or Microsoft.NET for the middleware hub. We eventually standardized on BEA WebLogic Server for several reasons. Mission critical enterprise scale and excellent fit with existing systems already in Prudential UK. Additional drivers were: it adhered to open standards, which gave us future deployment flexibility; it had the support of a strong developer community; BEA had excellent customer references; and the support we witnessed from BEA account management was strong. Overall, BEA WebLogic was a good fit with the existing resources and technologies already in use at Prudential UK.”SolutionPrudential UK deployed BEA WebLogic Server and BEA WebLogic Portal to provide an industrial-strength application infrastructure for its call centre applications. Today, approximately 800 customer services staff, based throughout the UK and India, are using the new applications to access customer information for a large number of the company’s product lines. The application, named ‘4Front /OCDB’ (Operational Customer Database), also serves as a central customer information hub and aligns with related efforts for cross-sell and up-sell, campaign management and Prudential UK’s enterprise data warehouse.BEA WebLogic Server and BEA WebLogic Portal are cornerstones of Prudential UK’s application infrastructure and can handle 70 - 75 percent of current call centre transactions. Both products are designed to integrate with the company’s Oracle, Siebel, IBM, Unisys, and Filenet enterprise systems, and provide the foundation to access and consolidate other legacy business applications, customer data and associated systems.“BEA WebLogic Server enables Prudential UK to develop, integrate and manage our distributed, service-oriented applications. By simplifying and unifying our infrastructure, we can now deliver greater value in less time, at reduced cost to the overall business,” Gray says.Planning, requirements analysis and design of the 4Front / OCDB began in January 2003. At its peak, the project engaged the Prudential UK business community and over 120 IT professionals from Prudential UK and the Wipro consulting firm, as well as specialists from BEA Systems, Informatica and Cap Gemini. In total 14 different suppliers were called upon to assist in the development. Eleven technology suppliers were involved in building business applications that delivered in excess of 350 application screens, interfaced to 14 legacy systems including workflow and image systems, 15 environments across 41 hardware servers.The solution delivered 10,000 pages of specification and design documents, over 400,000 lines of code in the 4Front customer service application alone, 7,000 objects, 10,000 test cases containing 35,000 test conditions executed through a number of cycles. A further significant element of the solution was the opening of a 400-seat contact and administration centre in Mumbai, India with 300 agents using the 4Front system. This provides the enabler for moves to a global virtual call centre with calls to a single number (0800 000 000) to be seamlessly distributed to locations in Reading, Stirling and Mumbai. This provides for more flexible distribution of work, providing better accessibility and service to customer and enables future scalability.With a total expenditure of approximately 310,000 man-hours, the multi-disciplined project team was a major success, overcoming cultural and time differences across the UK, Belfast, and Mumbai. Prudential UK’s technical investment totalled £20 million in hardware, software and personnel before it went live in late 2003.“BEA WebLogic Server and BEA WebLogic Portal provide our call centre representatives with access to information across the range of product systems, and gives the flexibility and scalability needed to support our business goals,” Gray continues. “The infrastructure is designed to allow us to enhance our customer service and reduce administration call times.”ResultsImproved customer experience and satisfaction with are the key benefits that Prudential UK has realised from the implementation of 4Front, delivered with higher efficiency and at a reduced cost. By viewing integrated customer information on demand through a custom built Web interface, agents can handle customer inquiries much more efficiently. Specific benefits have been immediate and substantial. These include an improvement in ‘one and done’ rate instances when the customer dispatches all business with a single phone call; more efficient resource allocation; the introduction of a single source of accurate, consistent customer data; a reduction in the wrap time for calls; and the ability to capitalise on cross-sell and up-sell opportunities.It is anticipated that the overall transformation programme will have considerable annualised savings and result in a 33 percent return on investment (ROI) over five years. Prudential UK also anticipates that the program will help meet the corporate objective of an 80 percent ‘one and done’ rate in call centre operations. The ultimate metric— enhanced customer satisfaction and loyalty—is difficult to immediately gauge. However, Prudential UK is confident that the superior customer service will translate into more customers, increased revenue, and higher profitability. “Together, BEA WebLogic Server and BEA WebLogic Portal are simplifying and streamlining the processes involved in integrating multiple disconnected applications. The 4Front project has enabled Prudential UK to have considerable annualised savings and result in a 33 percent return on investment (ROI) over five years,” Gray says.In addition, these systems are poised to deliver long-term strategic value in alignment with broader business intelligence initiatives across Prudential UK, including cross-sell and up-sell and financial reporting. Based on the overwhelming success of the program, there are several additional projects in the pipeline, including a campaign management project, which will equip managers with business intelligence tools to analyze data for targeted sales and marketing, customer segmentation and cross-sell and up-sell. Secondly, an enterprise data warehouse is under development that will tap into customer data as part of an integrated analytics system that provides greater visibility into customer activity, finance, contact management, corporate KPIs and fraud detection.“BEA provides the foundation technology that will deliver value across the entire customer base, Independent Financial Advisors as well as for the internal organization,” Gray concludes.
  • Transcript

    • 1. <Insert Picture Here>Customer Experience Management mit Oracle WebCenterTino Albrecht, Systemberater WebCenter SolutionsORACLE Deutschland B.V. & Co. KG24. April 2012
    • 2. Agenda• Einführung• Customer Experience Management – Web Experience Management – Self Service Portale – Mobile Channel – ZusammenspielmitUnternehmensanwendungen• Zusammenfassung&Einordnungbei ORACLE• OffeneFragen 2
    • 3. Warum Customer Experience Management Mehr Höhere Umsatz, Kunden- Cross- & Bindung Upsell Kunden Zufrieden- heit Steigern Besserer Service Customer Experience Management Niedrigere Trans- aktions- kosten Support- kosten Reduzieren 3
    • 4. Herausforderungen Customer Experience Management Kundeninformationen und - interaktionen über alle Interaktionskanäle hinwegverwalten & EINHEITLICHE optimieren INTERAKTIONEN Vereinheitlichung von UND OPTIMALER Marketing, Verkaufsförderung, Verka KUNDENSERVICE uf und Service über alle Kanäle IN ECHTZEIT, JEDERZEIT, Individuell zusammengestellte ÜBERALL, „Customer Journeys“ MIT JEDEM ENDGERÄT über alle Kanäle Interaktion mit bestimmten Kundensegmenten über Social Media In Echtzeit unterstützt durch einheitliche Kundensegmente und -profile 4
    • 5. Customer Experience Management Vertriebsaußendienst Web Mobile WebE-Commerce Briefe Intelligente Personalisierung CRM Kiosk / ATM Content-und Service-Auswahl Comments Reviews Blogs Polls Ratings Call Center SocialMedia Filiale 5
    • 6. Customer Experience Management Website Mobile E- Web Commerce Self-Social Service Mobile Call Center Apps Filiale 6
    • 7. Web Experience Management Website Mobile WebSocial 7
    • 8. Web Experience Management Web Publishing Web ExperienceWeb Content Management Werkzeugefür das Marketing fürAutoren um um die gesamteWebschnellInhaltezupublizieren Experience zuOptimieren 8
    • 9. Oracle WebCenter Sites:Managing the Web Experience Comments Reviews Blogs Ratings Polls Social Networking Integration Einfache Benutzerführung Social Media Für Business Anwender Integration 9
    • 10. Managing Social und Mobile Experience 10
    • 11. Kundenbeispiele Websites Oracle WebCenter 11
    • 12. Grupo Santander One Global Corporate StandardDie Grupo Santander RESULTAT• ist die viertgrößte Bank der Welt bezogen auf den Gewinn und die achtgrößtebezogen auf die Marktkapitalisierung. • Go Live mit 80 Webseiten in 12• Hat 91 Mio. Kunden und 3.600 Filialen Monaten• Hauptmärkte: • SchnelleEinbindungneuer Sites Spanien, Portugal, UK, Brasilien, Mexiko, Chile, Argentinie nachAkquisitionen n und USA • Oracle WebCenterverwaltet Santander’s Internet, Intranet and Extranet sitesHerausforderungen• Verwaltungvieler Websites in jeweilsmehrerenSprachenLösung• Global corporate Intranet, Santander Today, ist das Werkzeugfüralle 170.000 Santander Mitarbeiter• 130 Intranet Seiten, bestehendausdem Corporate Intranet, spezielleSeitenfüreinzelneBereiche und auf RollenbasierendenSeitenfürIndividuelleGruppen WebCenter Sites 12
    • 13. Customer Experience Management Website Mobile E- Web Commerce Social Filiale 13
    • 14.  Exclusive Interior Design ConsultationAs a valued Lux Club member, we are offering you the opportunityto meet one of our professional design consultants at a store nearyou. Our design consultants can help give the look you really desire.Schedule an appointment:More Available Times 14
    • 15. Und in der Filiale für den Kundenberater … 15
    • 16. für Unterwegs: Mobile Self-Service 16
    • 17. Customer Experience Management Website Mobile E- Web Commerce Self-Social Service Filiale 17
    • 18. Oracle WebCenter Self-Service Portale - Beispiele 18
    • 19. Customer Experience Management Website Mobile E- Web Commerce Self-Social Service Mobile Apps Filiale 19
    • 20. Optionen für die Unterstützung Mobiler Geräte Mobile Websites Hybride Apps Native Apps• Design & Layout per • HTML5&CSS3 Web App • Beste Usability Geräteklassen • Keine • Beste Nutzung• Völlig Geräte- und Geräteabhängigkeit individueller Browserunabhängig Gerätefunktionen • Verteilung über App (NFC, iCloud, etc.)• Einfache Erstellung und Stores möglich Pflege mit WCMS • Beste Verteilung über • Standard jeweilige App Stores• HTML5 & CSS3 Gerätefunktionen Funktionalität in (GPS, Phone, Kamera, et • Höchster Aufwand Templates für c.) nutzbar durch native Frontend entsprechende Geräte Entwicklung pro • Usability annähernd so Geräteklassen• Keine Verteilung über gut wie Native Apps (iOS, Android, etc.) App Stores ! 20
    • 21. Oracle WebCenter Mobile StrategyWebCenter Mobile Support• Dynamische Templates fürMobile Portale• Content Management fürMobile Websites• Oracle ADF Mobile für Hybride Mobile Apps• WebCenter REST Framework für Native Apps• WebCenter Spaces Native App füriOS im Apple App Store 21
    • 22. Customer Experience Management Website Mobile E- Web Commerce Self- Social Service Contact Mobile Center Apps Filiale 22
    • 23. Multichannel Customer Interaction WebCenter Siebel CRM Visitor requests info/test drive/etc. Lead entry generated RTD Customer Call Get Best: User Activity • Content Propose next best action • Banner Ad • Offer BI Application Self learning and adaptive Integrated Reporting & AnalyticsDMS APAS SPS Content Server SA 3 CRM Etc. 23
    • 24. Customer Experience Management Website Mobile E- Web Commerce Self- Social Service Contact Mobile Center Apps Filiale 24
    • 25. Rabobank Nächste-Generation: Kundenorientierte Bank Ergebnisse• 13 MilliardenUmsatz, 7 Mio. Kunden, 1200 Filialen• Zusammenschlussaus 218 lokalenBankenmitFokus auf • Kundeninformationen, Kontakte und Privat- und Geschäftskunden (Retail) VertriebsinformationensindüberallAk tuellHerausforderungen • Umsatz/Mitarbeiter/Tag um 45%• Verbesserung multi-channel Kunden Service. gesteigert• Verknüpfung des Call Centers mitInternetauftritt und Filialen • Kunden Self Service and Unterstützter Self-Service• CRM Dokumenten Repository überladen; 4-5 MillionenDocumente, keineVersionskontrolle und • Skalierbarkeit: 60 Mio. proprietäreFormateverhinderteneinfachenInformationsfluss Dokumente, mitWachstum auf 500 Mio.Lösung • Ablösung von 50+ lokalen DMS• Austausch des CRM Dokumentenmanagements Systemen• Vollständiges ECM System mit CRM AnbindungzurUnterstützungderGeschäftsprozesse• Integrierte Imaging Lösungfürlokales und zentrales Scanning• Implementiert auf Linux und Oracle Datenbank 25
    • 26. Oracle Fusion Middleware Web Social Mobile User & Customer Experience CustomApps ISVs Business Content Business Processes Management Intelligence Service Data Integration Integration Datenbank Identity Management & SecurityServer & Storage Development Enterprise Application Server Management Tools Foundation 26
    • 27. WebCenterPlattform What is the business WebCenter objective? Content True ECM .com sitesBusiness Publishing B2C WCM Content ? Content Integration Analytics WEM Commerce Records WebCenter WebCenter Management Targeting Suite+ Sites DAM Who are the WCM Gadgets users ? Portals B2B / B2E How do requirements map to Portlets & Mash-ups Components Composite Web Apps Platforms&IT WebCenter Portal Business Processes Strategy? Roles & Context 27
    • 28. WebCenter Platform Customer References WebCenter WebCenter Content WebCenter Sites Suite+ WebCenter Portal 28
    • 29. Customer Experience Management = WEM + e-Commerce + CRM + BI Integriertdurch ORACLE Fusion Middleware“The value of my brand, the fate of my enterprise, is in their hands, driven by the quality of their experience” 29
    • 30. offeneFragen Folien: 30
    • 31. Kontakt Quote Attribution Titel, Unternehmentino.albrecht@oracle.comtino.albrechttinoalbrecht Folien: 31
    • 32. Oracle WebCenter im Internet Oracle WebCenter Website Oracle WebCenter on Twitter:!/oraclewebcenter Facebook: Oracle’s WebCenter BLOG: Oracle WebCenter on LinkedIn: WebCenter Videos: /middleware/821483307001 32
    • 33. 33
    • 34. 34