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7 deliver world class customer experience with big data and analytics and location based services

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  • 1. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.1 Deliver World Class Customer Experience with Big Data & Analytics and Location-Based Services Eddy Chan Solutions Manager, APAC Business Analytics COE 10-Oct-2013
  • 2. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2 Sources: Facebook 10Q, June ‘12 (Total Monthly Active Users); Comscore Datamine Study, Feb. ‘12 As of October 2012, Facebook had more than 1 Billion active users. 20% of all time spent online is spent on social platforms. #1 online activity Technology has changed how we interact … Of all uses for a mobile phone, making a call only ranks 5th. Social Media is 2nd.
  • 3. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3 CUSTOMERS TAKE CONTROL 1% of consumers feel that their expectations for a good experience are met 94% of consumers will pay more for a better customer experience 89% of consumers switched to a competitor after a poor experience Power Has Changed Has Your Business?  Mass media  The Internet / 1:1  Social / Mobile
  • 4. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4 THE SAME APPROACHES NO LONGER WORK IN THE AGE OF THE CUSTOMER
  • 5. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5 Why Boards love Customer Experience CX Leaders Outperform !!
  • 6. #BigDataAtWork Copyright © 2013, 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. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7 82% of Companies Lack Visibility Into CX Value Source: Dynamic Markets, “Performance Management: An Incomplete Picture” April 2011 Products Services Channels Customers Brands Projects
  • 8. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8 Mobile Social In Store Contact Center Field Service Direct Sales Channel SalesWeb Oracle Marketing Oracle Commerce Oracle Sales Oracle Service Foundational Tools Oracle Cloud Infrastructure and Platform Services Oracle MDM, BI and Decisioning Tools Oracle Integration and BPM/SOA Tools Oracle Social Oracle Mobile, Portal and Content Tools  Leader in CRM Lead Management  Leader in E-Commerce  Leader in Sales Force Automation  Leader in CRM Web Customer Service  Leader in CRM for Large Organizations  Leader in CRM Customer Service Contact Centers  Leader in CRM Suite for Customer Service Solutions Oracle CX connects every engagement your customer has with your brand
  • 9. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9 How Oracle Powers Great Customer Experiences
  • 10. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10 Oracle CX delivers for you And your customers SMARTER SALES Sell More Know More Grow More COMMERCE ANYWHERE Personalize Experiences Connect Interactions Drive Results MODERN MARKETING Engage Audiences Know Buyers Drive Revenue CONNECTED SERVICE Understand Needs Solve Problems Delight Customers
  • 11. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11 Smarter Sales Sell More, Know More, Grow More Ensure sales reps are selling the most appropriate products to customers based on what they own and need
  • 12. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12 Sell More, Know More Overcome Challenges for a Complete View EMPOWER USERS WITH INSIGHT & TOOLS 51% lack quality, reliability or comprehensiveness of data for #1 43% lack of effective systems to gather and analyze data for #2 Source: The EIU, In Search of Insight and Foresight: Getting more out of Big Data, April 2013
  • 13. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13 Improve Data Quality and Accessibility Standardize and Organize Data  Consolidate multi-structured data and sources into one repository  Cleanse data by standardizing, error-correcting, and de-duping  Govern data by definition, regulation, auditing, and access  Share master data for better insight to increase sales and trust
  • 14. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14  90,000 SKUs receiving 129,000 hits a day  Improved user uptake by 300%  “This makes it much easier for staff to find product information at the click of a button—helping us to increase store manager and customer satisfaction, grow sales, and reduce costs.“ Scott Heyer, Manager of Store Systems Standardized product information for higher quality on-line search for in-store sales Smarter Sales Quality Data Solution components: Oracle Enterprise Data Quality, Oracle Endeca Guided Search
  • 15. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15 Oracle Analytics Enhance CX Start anywhere and evolve COMMERCE ANYWHERE SMARTER SALES CONNECTED SERVICE Quality Data
  • 16. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16 CRM ANALYTICS SALES  Pipeline Analysis  Forecast Accuracy  Up-sell/Cross-sell  Cycle Times  Lead Conversion  Sales Team Effectiveness MARKETING  Campaign Effectiveness  Customer Insight  Product Propensity  Market Basket Analysis  Campaign ROI SERVICE & CONTACT CENTER  Effectiveness  Satisfaction  Resolution Rates  Efficiency  Service Cost  Service Trends ORACLE BUSINESS INTELLIGENCE FOUNDATION And Other Operational Sources PRICE  Price Segments  Price Waterfall Analysis  Deal Life Cycle  Deal Desk Analysis  Product Pricing Performance LOYALTY  Member Demographics  Membership Trends  Promotion Cost  Promotion Effectiveness  Points Analysis Explore Organizational Insight Operational Reporting & Dashboards  80+ pre-built analytic applications  800+ pre-defined metrics  Source adapters for data integration
  • 17. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17 Sales Operations Dashboard
  • 18. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18 Geographically Visualize Insights
  • 19. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19  Maximize cross- and up-selling opportunities  Improve campaign success rates, and enhance customer support  Simplify management across IT stack  Minimize downtime or performance issues in a critical, client-facing environment Accelerated and simplified customer experience insight Solution components: Oracle Marketing Analytics, Siebel Contact Center, Oracle Business Intelligence , Siebel Communications, Media, and Energy, Sun SPARC Smarter Sales Operational Reporting & Dashboards
  • 20. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20 Customers “.. zoom feature must be broken, seems stuck on wide angle setting..” Influencers “.. the D150 is not user- friendly but is an excellent camera for the amateur photographer..” Competitors The Public “.. our new model surpasses the D150 in quality, functionality and ease of use..” “..posted some more landscapes from my D150. Love it, picture quality is awesome..” Explore the Insight from Conversations Discover topics, consistent themes, consumer sentiment and more
  • 21. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21 Combine Structured and Unstructured Data “Why didn’t younger buyers respond as we expected?” A: smaller target population than previous campaign A: no issues with availability in stores Answers from Structured Data A: negative sentiment about campaign spokesperson A: issues with lens A: not user-friendly “.. zoom feature must be broken, seems stuck on wide angle setting..” “.. the D150 is not user-friendly but is an excellent camera for the amateur photographer..” “.. I can’t believe John Doe was spotted taking pictures with their #1 competitors camera..” Answers from Unstructured Data Interactive Dashboards
  • 22. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22 Kraft Uncovers Root Cause Of Sales Spike from Social Media Oracle Endeca Information Discovery With 25,000 employees in the United States and Canada, Kraft Foods is North America’s 4th largest consumer packaged food and beverage company, with revenues of approximately $19 billion Before  Within consumer marketing group, wanted to better understand the consumer so can more effectively market to them and sell more products  Found traditional data sources were often unable/insufficient to explain variations in sales and performance in product and brand.  Difficult to combine non-traditional data sources, like Social Media, customer service call reports, customer satisfaction surveys, to help investigation  Unexplainable spike in Macaroni and Cheese sales
  • 23. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.23 Kraft Uncovers Root Cause Of Sales Spike from Social Media Oracle Endeca Information Discovery After  Combined structured data (internal data for all orders, AC Nielson data for promos, for ad spend) with unstructured data from call center transcripts in CRM and social media data  Successfully found root cause of a spike in Macaroni and Cheese sales out of noisy data, related to YouTube viral video of new voice-over artist for the product.
  • 24. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24 Sell More, Know More Predictive Analytics to Anticipate Behavior and Forecast Business ADD FORESIGHT TO INSIGHT 75% of execs at top performers say predictive analytics is the most critical for #1 Source: The EIU, In Search of Insight and Foresight: Getting more out of Big Data, April 2013 47% of execs at top performers say scenario modeling is the most critical for #2
  • 25. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25 Sell More, Know More ADD FORESIGHT TO INSIGHT 8% of organizations use predictive modeling, optimization, or data- mining extensively Predictive Is Critical Yet Has Low Adoption Source: Gartner BI Platforms User Survey 2011: Customers Rate the BI Platform Functionality 30% of organizations use predictive at all
  • 26. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.26 Predictive Analytics  Identify next likely action in purchase, churn, or fraud  Analyze “baskets” for patterns, associations, and relationships  Reduce risk for product launches and missing targets  Detect outliers and anomalies for promotion or prevention Variety of Scenarios
  • 27. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.27  Monitor numerous parameters for up to 10 billion daily call-data records  “We can analyze large volumes of customer data and call-data records easier and faster than with any other tool and rapidly detect and combat fraudulent phone use.” Hasan Tonguç Yılmaz, Manager Anticipate risky customer behavior with in-database predictive analytics Sell More, Know More Anti-Fraud Predictive Analytics Solution components: Oracle Advanced Analytics, Oracle Exadata Database Machine avings Traditional Analytics Hours, Days or Weeks Data Extraction Data Prep & Transformation Data Mining Model Building Data Mining Model “Scoring” Data Preparation and Transformation Data Import Model “Scoring” Embedded Data Prep Data Preparation Model Building Oracle Advanced Analytics Seconds, Mins or Hours
  • 28. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.28 Smarter Sales Sell More, Know More, Grow More Align scenarios analysis and allow course corrections when unexpected events impact the forecast
  • 29. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.29 Model CX Value and Performance  Model customer acquisition, retention, and efficiency metrics  Forecast and simulate impacts  Calculate lifetime value  Reduce planning cycle times Scenario Analysis
  • 30. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.30 Model Scenarios More Accurately • Only 3 possible outcomes • Limited view of risk • What are most important risk factors? • What are the odds I’ll make the target? • Which outcome is most likely? The Old Way Single Point Scenarios The New Way Thinking in Ranges • Full range of outcomes • Illustrate probability of outcomes • Immediate visibility into inherent risk • True risk analysis for value of CX
  • 31. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.31 Visualize CX Performance Strategic Scorecards Trees Maps Contribution Scorecards
  • 32. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.32 Commerce Anywhere Personalize Experiences, Connect Interactions, Drive Results Present relevant and personalized offers to give customers what they are looking for
  • 33. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.33 Commerce Anywhere  Creative headers, images, messaging, and product content is optimized to experiment conversions  Variety of data in customer profiles, sentiment, and historical transactions are combined for context  Each click generates several predictive model combinations generating call to next best action  Real-time, self-learning analytics automatically improves presentation and suggestions for high- velocity marketing for billions of daily decisions Personalize Experiences, Connect Interactions Web Fully dynamic and personalized cross- channel user interactions offer / product / content / user flows Store Social Media Mobile
  • 34. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.34 Connected Service Understand Needs, Solve Problems, Delight Customers Offer customers the right products and service when they contact us Recognize patterns in service issues, and social media early
  • 35. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.35 Commerce Anywhere and Connected Service  Sales  Customer Acquisition Targeting  Cross Sell/Up Sell / Guided Selling  Next Best Action/Approval  Marketing  Next Best Action/Offer  Interactive Campaigns  A/B and Multivariate Testing  Service  Next Best Action/Treatment  Customer Retention  Risk and Anti-Fraud Automated Decisions Process Integration at Every Point of Interaction
  • 36. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.36 Commerce Anywhere and Connected Service Rules & Predictive Models Interaction & Customer Data Content Library & Choices Automated Decisions Next Best Action Recommendations Acquisition, Retention & Efficiency Goals Self-Learning Process Integration for Prescribing Next Best Action Closed Loop
  • 37. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.37  $132M in net new revenue in 2012  40% reduction in cost of dispatch  30% increase in NPS  “The insights are amazing. You can really see customers' buying patterns and interests, how they change over time, and we can take action on that.” Mark Sucrese, Marketing Director Next Best Action for call centers, direct sales, email, mail, mobile, chat , social, web Commerce Anywhere & Connected Service Decision Process Integration Solution components: Oracle Real-Time Decisions, Oracle Business Intelligence Suite, Oracle Siebel CRM, Oracle Eloqua, Oracle WebCenter Sites
  • 38. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.38  Improved sales conversion rates and value, problem resolution, and reduced churn by 20%  Increased employee retention and confidence by 65%  “The real-time capability takes into account any contextual data that occurs in the interaction with the customer, which is exceedingly valuable.” Alistair Dixon, Head of Delivery, Retail Business Intelligence Next Best Action for call centers, on-line, and in stores Commerce Anywhere & Connected Service Decision Process Integration Solution components: Oracle Real-Time Decisions, Oracle Business Intelligence Suite, Oracle Right Now
  • 39. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.39 Foundation Oracle Customer Experience Foundation Data Management Integration, Automation, Decisioning Collaboration & Business Intelligence Unstructured & Structured Analytics SocialIntegration Business Process Mgmt Real-time Decisioning Customer Hub Product Hub Collab- oration
  • 40. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.40 Business areas that will receive investment for innovative analytical capabilities 0 10 20 30 40 50 60 HR, workforce, and talent Supply chain/procurement Sales Marketing Research/product develoment Customer interactions Strong performers Average and weak performers Top Performers Prioritize Analytics in CX Source: The EIU, In Search of Insight and Foresight: Getting more out of Big Data, April 2013
  • 41. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.41 Location-Based Services Used to Mean... 785 Peabody Rd. 12 Turk Ave. 87 Lima Ct.
  • 42. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.42 ...Then Cell Phones Broadcast Your Location
  • 43. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.43 Of location-based revenue came from MOBILE operators by 2008 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.43
  • 44. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.44 When you Connect and Engage, you… IMPROVE CUSTOMER SATISFACTION AND RETENTION INCREASE CONVERSION RATES BUILD BRAND LOYALTY
  • 45. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.45 Locate the customer Understand the customer Build and deliver the offer Challenges
  • 46. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.46 Locate The Customer 1 LOCATION 2 SPEED 3 DIRECTION 4 CONTEXT
  • 47. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.47 Understand The Customer ENGAGE DELIGHT UNDERSTAND
  • 48. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.48 Build And Deliver The Offer 1 RELEVANT 2 LOCATION-AWARE 3 MEASURE 4 OPTIMIZE Decisions
  • 49. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.49 Four Examples Company Location-Awareness Turkcell Cell-phone European Bank ATM Global Bank PoS San Francisco MTA Smartphone App
  • 50. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.50  800,000+ subscriber related events per second  50+ simultaneous campaigns  Less than 1 second times  Scalable architecture, ready to expand on demand 1.5B Billion Daily Events Location-based Mobile Billboard Turkcell
  • 51. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.51  Customer profile enrichment with Big Data  Capture movement of ATM users (geo-fencing), as well as patterns in their usage with event processor  Generate coupons to mobile device with decision engine Market Segmentation and Geo Fencing European Bank
  • 52. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.52  Customer profile enrichment  Capture credit card POS and merchant data  Geo location of POS  Geo location of nearby bank wholesale customers  Generate offer to mobile device with decision engine Real-time Offers and Geo Fencing Tier 1 Global Bank
  • 53. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.53  Integrated to help citizens easily find over 8,000 of San Francisco’s parking spots  Real-time data and demand- responsive pricing work together to readjust parking patterns Early Adopters of the Future SFpark Mobile App
  • 54. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.54 Locate the customer Understand the customer Build and deliver the offer Location-Based Services with Oracle
  • 55. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.55  Analyze in real-time massive data streams  A complete solution for building applications  Filter data before it clutters your data warehouse Filter and Correlate Oracle Event Processing
  • 56. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.56 Combine and explore diverse, unstructured data Fast answers to new questions to meet business demands of the user Discover New Insights Oracle Endeca Information Discovery
  • 57. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.57 R code and/or SQL Models run in-database Large data sets Built-in security Uncover Hidden Relationships Oracle Advanced Analytics
  • 58. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.58 Geographical location Physical network Virtual relationships Analyze Based On Location Oracle Spatial and Graph
  • 59. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.59 Self-learning predictive analytics, business rules Personalized multi- channel recommendations Maximize the value of every interaction Automate Decision Making Oracle Real-Time Decisions Arbitration Goals Rules & Models Automation
  • 60. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.60 Conclusion  Large, growing opportunity  Becoming broadly accessible  Complete Oracle solution
  • 61. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.61
  • 62. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.62