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HPMC 2013 - Oracle

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Presented during the High Performance Marketing Conference 2013, organized by Accenture on January 24th 2013. This presentation was given by Johan Rook of Oracle.

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HPMC 2013 - Oracle

  1. 1. Video
  2. 2. 11,000,000 VIEWS +NO RESPONSE FROM UNITED = -10% STOCK VALUE IN 4 DAYS
  3. 3. WHYCUSTOMEREXPERIENCEMATTERS
  4. 4. WHAT MAKES CONSUMERSFALL IN LOVE WITH A BRAND? 73% Friendly employees & customer service representatives 55% Easy access to information & support 36% Personalized experiences like knowing what customers have bought in the past 2011 Customer Experience Impact (CEI) Report , by Harris Interactive,
  5. 5. BRANDS BENEFIT WHENCONSUMERS ARE HAPPY 86% of customers would be happy to pay 25% more for a better customer experience
  6. 6. 1% of consumers feel thattheir expectations for a good customer experience are always met
  7. 7. WHEN EXPECTATIONS ARE NOT METBRANDS GET DUMPED89%of consumers will begin doing business with a competitorfollowing a bad customer experience50%of customers will give businesses up to a week to respond toa customer service question before they ‘break up’ with thecompany (stop doing business with them)
  8. 8. SCORNED CONSUMERS TELLFACEBOOK AND TWITTERFOLLOWERSAfter a poor customer experience, more than a quarter ofconsumers posted a negative comment on a social networkingsite like Facebook or Twitter79%of consumers who shared complaints about poor customerexperience online had their complaints ignored21%who did get responses to complaints, more than 50% hadpositive reactions and 22% posted a positive comment aboutthe organization to their feeds
  9. 9. THECHALLENGEOF CUSTOMEREXPERIENCE
  10. 10. THIS IS YOUR CUSTOMERKATIEFROM NOW ONSHE CALLS THE SHOTS
  11. 11. Video
  12. 12. A COMPLEX CUSTOMER JOURNEYCUSTOMERS DEMAND A BETTER EXPERIENCE NEED / RECEIVE / MAINTAIN / SELECT PURCHASE RESEARCH USE RECOMMEND Order Online Comparison Site Order Online WEB Chat Call for Info about CONTACT CENTER Add-on Accessories Change Order Visit Retail Store IN-STORE Pickup Local Store Browse Kiosk Catalog CATALOG Select Product Product MOBILE Info Web Search Email Order Confirm w/Rec EMAIL Ask Facebook Friends Ask for Help on Read Reviews Tweet About SOCIAL For Recommendations Community Chat Room Purchase Experience
  13. 13. THE RESULTS:INCONSISTENT, DISCONNECTED, IMPERSONAL, INEFFICIENT ANDTRANSACTIONAL CUSTOMER EXPERIENCE When I clicked the “Chat Now” Why didn’t they send this mobile the agent had no idea of what coupon when I was still in the was in my shopping cart?” CALL CENTER IN-STORE store? Can’t their sales reps Wouldn’t it be nice if they see my web order? SOCIAL WEB rewarded me for all the The Other rep always friends I have referred? knows all my orders. When I go online, I can’t easily MOBILE DIRECT Why can’t I order an item online find what I need. It’s too and pick it up at my local store? complicated to find my best option
  14. 14. Evaluate Your Organization’s Experience …and where you aspire to be Impact of ExperienceCustomer CX CX CX CX CX 1 2 3 4 5 Disruptive Distant Engaged Loyal AdvocateExperience Frustrating Neutral Useful Valuable Meaningful • Difficult, repetitive • Usable • Easy • Convenient • Personal • Inconsistent, • Acceptable • Consistent • Quality • Desirable inaccurate • Low-to-no • Expectations • Expectations met • Expectations • Expectations unmet expectations managed exceededBusiness Suffers Survives Competes Differentiates Dominates
  15. 15. Great Customer Experience in Telco
  16. 16. THE POWEROF ORACLE’SCOMPLETECUSTOMEREXPERIENCE (CX)
  17. 17. DELIVERING GREAT EXPERIENCESTHROUGHOUT THE CUSTOMER LIFECYCLE BUY OWN Market & Sell Support & Serve
  18. 18. Recent Acquisitions Are Driving Oracle CX Leadership November 2010 ATG for Selling Based Experiences June 2011 Fatwire for Marketing Based Experiences July 2011 InQuira for Support Based Experiences October 2011 Endeca for Search Based Experiences October 2011 RightNow for Service Based Experiences June 2012 + Vitrue&Collective Intellect for great Social Media Exp.
  19. 19. Complete Customer Experience (CX) Framework Only Oracle Delivers an End-to-End Customer Lifecycle SolutionSociale media Mobile Web Sales office Call Center Tablet I S Experience Applications N O S C I Operational Applications I G A H L Data Management T
  20. 20. ….other Social crashes
  21. 21. Oracle Social Complete, Best-of-Breed, Enterprise Grade Social Employee Engagement Social Social and Marketing Network Monitoring48 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Restricted
  22. 22. Social Network SHARE AND COLLABORATE Collaborate through real-time conversations and document sharing Share across your business with business application and people feeds Leverage relationships and make them accessible Integrate into your business applications49 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Restricted
  23. 23. Social Engagement and Monitoring LISTEN AND ENGAGE Understand what is important to your customers Engage with your customers across channels Auto-categorize signals and take action for appropriate business functions50 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Restricted
  24. 24. Social Marketing BUILD BRANDS ON SOCIAL Establish, build and grow brands via Social Media Increase customer relevance across paid, owned and earned media Integrate social seamlessly to your traditional marketing channels51 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Restricted
  25. 25. WHAT DOES A CUSTOMEREXPECT IN A GREATEXPERIENCE?CONSISTENT VOICECONNECTED INTERACTIONSPERSONALIZED JOURNEYEFFICIENT SERVICEREWARDING RELATIONSHIP

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