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Driving Value through Customer Experience Managment
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Driving Value through Customer Experience Managment



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  • Main Point:Many trends in the world today that are affecting how we deliver systems inside our organizationsScript:There are many trends in the world today that are affecting how we deliver systems inside our organizations. It used to be that companies led the drive to new technololgies that ended up in the consumer world. Laserjet printers, email – these technologies began in organizations and moved to consumers. Now we have consumer technologies and trends driving our internal systems. The desire is to make them more personalized, more mobile, more social – more like the systems we use outside of work.Notes:Personalization: Want to have information for me which is relevant – AmazoneMobile - government feedback (NY) and integration to Facebook – access where ever you are.Social - 3 ways: Internal , external and listening. Real Time living!Multi channel - Insurance example - who is the case contact person, Repair shop, integration to repaireshop calendar, the repair shop have already recieved the car details, rental car, ... Controlled process. Remember that processes last weeks and that have to be managed.not only focus on the here and now.Consumerization of software. in the old days the new software were made in the enterprises and brought home, that have now changed. The consumer solutions like dropbox, facebook, IM, skype, .... is now taken into the work. younger workforce. expecting that the work is supporting this.CloudRomoving the complexity in the IT regarding scaling updown. For example in the chistmasConsumerisation


  • 1. 1 | © 2011 Oracle Corporation – Proprietary and ConfidentialDriving Value through CXMVasken KnouniBusiness Development Manager February 2012
  • 2. 2 | © 2011 Oracle Corporation – Proprietary and ConfidentialBuilding value based relationships• Product/service quality is key but ...• Brand awareness is not everything• Price is not the only “value” factor• Don’t confuse customer loyalty• Customer support not enough• Competition has same strategiesBRANDVALUEPRODUCTVALUERELATIONSHIP VALUECustomerValueReputation/PromiseDelivery/UseCustomerExperience
  • 3. 3 | © 2011 Oracle Corporation – Proprietary and ConfidentialCustomer Experience - CX• Organizations build marketing strategies to createawareness of a brand promise, CX is about building an“experience” that delivers that promise• It’s an enabler across the whole organization. A crossdepartmental program on a corporate level.• CX is not static, there is no fit for all template. It means adifferent thing for each individual – (airline example)It’s not a strategy, it’s not a template
  • 4. 4 | © 2011 Oracle Corporation – Proprietary and Confidential• Marketing• Advertising• Campaigning• Brand AwarenessSet BrandExpectation•Buying experience• Delivery/Collect• Registration• Product SetupCustomer Move In• Productexperience• Service/Support• Renewing• Product changingDeliver BrandPromiseSet BrandExpectationCustomerMove InDeliverBrandPromiseEngage in the full customer lifecycleConsistent interaction in all stages – avoid the silosCustomer Experience
  • 5. 5 | © 2011 Oracle Corporation – Proprietary and ConfidentialMulti Channel InteractionAll touch points with the customer matter – avoid the silossocialcall centreweb storesmart TVmobilein storeprint• Make or brake the relationshipwith your customer• 73% will abandon you after 2bad interactions• 85% will use social networks totalk about their bad or greatexperience• How do you orchestrate thecustomer experience across alltouch points?
  • 6. 6 | © 2011 Oracle Corporation – Proprietary and ConfidentialEvolution of our Business• Product Centric: development,marketing, sales, support• Channel Centric: in store, callcentre, web store, mobile• Customer Centric: personalization,self-service, socialThe view of the customer matters the most
  • 7. 7 | © 2011 Oracle Corporation – Proprietary and ConfidentialCustomer touch points with the airlinesearch, bookchange travel planscheck-in, journeyuntil boardingon board & flying arrival, transfer,baggagefeedback, reward,online-profileThe customer journey starts before the flight departure
  • 8. 8 | © 2011 Oracle Corporation – Proprietary and ConfidentialPersonalize the experience to add valueConvert satisfied customers to advocatesContextExperienceValue• Co-ordination• Consistency• PerformanceSatisfactionLoyaltyAdvocacy
  • 9. 9 | © 2011 Oracle Corporation – Proprietary and ConfidentialMeasuring performance• Defining KPIs• Business Benefits• Customer Benefit– 58% wiliness to pay forbetter experienceImpact of a CX program
  • 10. 10 | © 2011 Oracle Corporation – Proprietary and ConfidentialPutting it into practice: Embedding CX• Example – Success Story – Case Study
  • 11. 11 | © 2011 Oracle Corporation – Proprietary and ConfidentialKey Trends in Your WorldPersonalizedMobileSocialCloudMulti-ChannelBig DataSelf-Service Consumerization
  • 12. 12 | © 2011 Oracle Corporation – Proprietary and Confidential