HPMC12: Oracle - The Differentiated Customer Experience

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Presented during the High Performance Marketing Conference 2012, organized by Accenture on February 9th 2012. This presentation was given by Marc Dirks of Oracle, and discussed the Differentiated
Customer Experience

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HPMC12: Oracle - The Differentiated Customer Experience

  1. 1. <Insert Picture Here> Sistene chapelThe DifferentiatedCustomer Experience Or “ CX”Marc DirksSales Consultant, Oracle EMEA Accenture HPMCCRM – CX & Marketing Solutions Amsterdam, 09-Feb-12
  2. 2. Agenda#1 Brave New World 20 minutes#2 Evolving Architecture 25 minutes optimize | innovate | thrive 2
  3. 3. Brave New World Raving Fans“The value of my brand, the fate of my enterprise, is in their hands, driven by the quality of their experience”
  4. 4. Brave New World Raving Fans Sarah“The value of my brand, the fate of my enterprise, is in their hands, driven by the quality of their experience”
  5. 5. Where Brand Promise Meets Brand Execution The Perfect Customer Experience #10: Compelling Interface #1: Smart Cross-Channel #9: Social Networking #2: Contextual Journeys #8: Enduring Loyalty #3: Engaging Self-Service#7: Distinctive Clienteling #4: Outbound Precision #6: Mobility / Location Services #5: Action Framework 5
  6. 6. one day last week… on the web
  7. 7.
  8. 8.
  9. 9.
  10. 10.  Complimentary Interior Design ConsultationAs a valued Lux Club member, we are offering you the opportunity tomeet one of our professional design consultants at a store near you.Our design consultants can help give the look you really desire.Schedule an appointment: Confirm CancelMore Available Times
  11. 11.  Thank You, Sarah JonesYour ConfirmationWe are pleased to confirm your design consultation with Terry Luccaon 20th September 2010 at our Palo Alto store.Consultant: Terry LuccaDate: Monday, 20th SeptemberLocation: Palo AltoTime: 3:00PM Back to Home Page Exit
  12. 12.
  13. 13. two days later… in the store
  14. 14. six days later… on the road
  15. 15. Another satisfied customer or ‘raving fan’…
  16. 16. Where Brand Promise Meets Brand Execution The Perfect Customer Experience #10: Compelling Interface #1: Smart Cross-Channel “Your brand is cool. Whatever the “Your brand is consistent and trustworthy. channel, the experience is fresh and You never drop the ball. Whatever the compelling and unmistakable. I am proud channel, you are there whenever and to be your customer” wherever I need you” #9: Social Networking #2: Contextual Journeys“I trust you. So do my friends. I enjoy being “You understand my history, my currentyour advocate. I am glad to be part of your situation and my desired destination. Your social network, and I am glad you are part recommendations are helpful, astute and of mine. I like you” non-invasive” #8: Enduring Loyalty #3: Engaging Self-Service “You recognise me and reward me. I “Interacting with you, to manage my appreciate the way you treat me. You account or consider a purchase, is alwaysmake me feel special and you understand helpful. You never hard sell. You often what makes me tick” surprise and delight me. #7: Distinctive Clienteling #4: Outbound Precision “My experience in your stores is smart, “Whenever you contact me, you respectstylish and distinctive. Your staff are well- my privacy and understand my informed and use cool technology to preferences. Your messages are relevant make me feel special” and timed to perfection” #6: Mobility / Location Services #5: Action Framework “Wherever I go, you understand and “You deliver on your promises. anticipate what is right for me, there and You don‟t just recommend actions, you then. I take you everywhere. It‟s fun and execute them, there and then, across invaluable having you there” channels. Said and done” 34
  17. 17. Brave New World Raving Fans“The value of my brand, the fate of my enterprise, is in their hands, driven by the quality of their experience”
  18. 18. CRM (From The Consumer‟s Perspective) it’s all aboutApplications and technology the customer delivering excellent customer experience flexibly, efficiently, sustainably, scalable, cost-effectively… Customer Experience Process Orchestration Functional Components Data Management
  19. 19. CRM (From The Consumer‟s Perspective) it’s also aboutApplications and technology the architecture delivering excellent customer experience flexibly, efficiently, sustainably, scalable, cost-effectively…
  20. 20. Agenda#1 Brave New World 20 minutes#2 Evolving Architecture 25 minutes
  21. 21. The Evolution of ‘Relationship Marketing’ 39
  22. 22. The Evolution of ‘Relationship Marketing’Campaigns Dialogue Experience
  23. 23. The Evolution of ‘Relationship Marketing’Campaigns Dialogue Experience
  24. 24. Sales Force integrated Lead Management Sophisticatedassignment & visibility
  25. 25. Call Center integrated Real-Time Decisioning EngineSeamless Integration(Inbound / Outbound)
  26. 26. Siebel Marketing – Selected ReferencesRetail, Travel & Finance & Consumer Goods & Comms, Media & High Tech, Mfg Hospitality Insurance Life Sciences Energy and Other
  27. 27. Siebel Marketing – Selected ReferencesRetail, Travel & Finance & Consumer Goods & Comms, Media & High Tech, Mfg Hospitality Insurance Life Sciences Energy and Other Refusal to engage
  28. 28. The Evolution of ‘Relationship Marketing’Campaigns Dialogue Experience
  29. 29. behaviour external lifecycle trigger trigger inbound & Refusal to engage opportunistic
  30. 30. Smart Dialogue Analyze Business and Conduct Fact-Based Planning Customers and Budgeting, Align Resources Create Target Segments and Test-Control Groups 2 1 3 two-way ‘dialogue’ marketing 4 7Gain Complete Visibility of Plan, Automate & Execute Marketing Spending and 5 Multi-Stage, Multi-Channel Performance 6 Event Triggered Campaigns Analyze and Adapt to Response Behavior, RTD Continual Self-Learning Present Optimal Offer, Next Best Action in Real-Time
  31. 31. Managing the Dialogue Changing behavior Eroding loyalty Growing complexity Refusal to engage 57
  32. 32. The Evolution of ‘Relationship Marketing’Campaigns Dialogue Experience
  33. 33. New Interactions and Expectations Changing behavior Eroding loyalty Growing complexity Refusal to engage 59
  34. 34. The Drivers of Brand Experience (Retailer Example) Car Parking „my coupons‟ „my location‟ Fresh Polite Staff „my family‟ Seasonal Good Lights Right PriceNot typically Critically IT enabled IT enabled
  35. 35. Brand Engagement: Key Capabilities The Empowered Consumer #10: Compelling Interface #1: Smart Cross-Channel “Your brand is cool. Whatever the “Your brand is consistent and trustworthy. channel, the experience is fresh and You never drop the ball. Whatever the compelling and unmistakable. I am proud channel, you are there whenever and to be your customer” wherever I need you” #9: Social Networking #2: Contextual Journeys“I trust you. So do my friends. I enjoy being “You understand my history, my currentyour advocate. I am glad to be part of your #1. On-site Interaction situation and my desired destination. Your social network, and I am glad you are part & Core Commerce Capability recommendations are helpful, astute and of mine. I like you” non-invasive” #8: Enduring Loyalty #3: Engaging Self-Service “You recognise me and reward me. I #2. Cross-Channel Experience, “Interacting with you, to manage my #3. Insight & Personalization, appreciate the way you treat& Orchestration Availability, Extension me. You account or consider a purchase, is always Offer Management & Merchandizingmake me feel special and you understand helpful. You never hard sell. You often what makes me tick” surprise and delight me. #7: Distinctive Clienteling #4: Outbound Precision “My experience in your stores is smart, #4. Engagement Platform, “Whenever you contact me, you respectstylish and distinctive. Your staff are well- Loyalty, Marketing & Digital Assets my privacy and understand my informed and use cool technology to preferences. Your messages are relevant make me feel special” and timed to perfection” #6: Mobility / Location Services #5: Action Framework “Wherever I go, you understand and “You deliver on your promises. anticipate what is right for me, there and You don‟t just recommend actions, you then. I take you everywhere. It‟s fun and execute them, there and then, across invaluable having you there” channels. Said and done”
  36. 36. Customer Experience ManagementBusiness Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Industry Specialist blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
  37. 37. Customer Experience ManagementBusiness Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Industry Specialist blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
  38. 38. Customer Experience ManagementBusiness Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Industry Specialist blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
  39. 39. Customer Experience ManagementBusiness Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Industry Specialist blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
  40. 40. Customer Experience ManagementBusiness Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Industry Specialist blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
  41. 41. Customer Experience ManagementBusiness Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Industry Specialist blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
  42. 42. Oracle Credibility & CapabilitySelected Consumer Mega-Brands Siebel RTD ATG Endeca Inquira Fatwire
  43. 43. Oracle Credibility & CapabilitySelected Consumer Mega-Brands
  44. 44. Oracle Credibility & CapabilitySelected Consumer Mega-Brands £56.85 £25 £50 £75 £6.85
  45. 45. Oracle Credibility & CapabilitySelected Consumer Mega-Brands http://www.nasdaq.com/aspx/call-transcript.aspx?StoryId=200103
  46. 46. Customer Experience ManagementBusiness Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Retail Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Store PoS blistering speed >> engagement platform << agile integration Replenish Execution Exalogic Exaltyics
  47. 47. Customer Experience ManagementBusiness Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Finance Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ SCM HCM Exalogic Exaltyics blistering speed >> engagement platform << agile integration
  48. 48. Customer Experience ManagementBusiness Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Finance Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ SCM HCM Exalogic Exaltyics blistering speed >> engagement platform << agile integration
  49. 49. <Insert Picture Here> Sistene chapelThe DifferentiatedCustomer Experience Or “ CX”Marc DirksSales Consultant, Oracle EMEA Accenture HPMCCRM – CX & Marketing Solutions Amsterdam, 09-Feb-12

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