Oracle Gestire efficacemente i propri clienti attraverso le applicazioni di Customer Relationship Management

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Oracle Gestire efficacemente i propri clienti attraverso le applicazioni di Customer Relationship Management

  1. 1. La strategia CRM e l’approccio alla Customer Experience:perché le aziende devono servire diversamente i propri clienti Roberto Manzoli 1/38 CRM Sales Consulting Manager – Oracle Italia alla Customer Experience22/10/2012 La strategia CRM e l’approccio
  2. 2. Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. 2/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  3. 3. La strategia CRM e l’approccio alla Customer Experience:perché le aziende devono servire diversamente i propri clientiMolti sostengono che quello che è noto oggi come Customer RelationshipManagement stia diventando sempre di più una commodity. I processi dibusiness che sostengono il marketing, le vendite e il servizio al cliente sonoormai ben conosciuti nelle loro dinamiche e le applicazioni progettate persupportare tali funzioni sono sufficientemente articolate e il valoreapportato è ormai chiaramente compreso dalle organizzazioni. Dove sigenera reale differenziazione per il brand - e nuovo valore per il businessdell’azienda, sostenendone le vendite - è nello “spazio” fra i sistemi di CRMe il cliente: sono le tecnologie e le piattaforme che è possibile implementarefra i sistemi di CRM e il cliente a dare nuova forma a quella che chiamiamo“Customer Experience Customer Experience”. 3/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  4. 4. Customer Experience Definition:• "limpronta" che lascia un servizio nellesperienze del cliente• Linsieme di "emozioni", "reazioni", "pratiche" e "benefici" diretti ed indiretti di unCliente mentre usa o riceve una applicazione.• engagement• Percorso di acquisto seguito dai clienti• ascolto dei bisogni del cliente• La capacità di un brand di coinvolgere il customer oltre il prodotto• ASCOLTO• livello di soddisfazione del cliente• il servizio clienti• Spostamento del consumatore verso nuovi approcci allacquisto• Semplicità 4/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  5. 5. Customer Experience Definition: “How customers perceive their interactions with your company.”The customer experience must be useful (deliver value), usable (make it easy to find andengage with the value), and enjoyable (emotionally engaging so that people want to usethem).“Youve got to start with the customer experience and work back to the technology —not the other way around.” – Steve Jobs 5/38 22/10/2012 La strategia CRM e l’approccio alla Customer Experience
  6. 6. Delivering Great ExperiencesThroughout the Customer Lifecycle 6/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  7. 7. Delivering Great ExperiencesThroughout the Customer Cross-Channel Journey IN-STORE DIRECT SALES CONTACT CENTER FIELD SERVICE WEB MOBILE TABLETS SOCIAL KIOSKS 7/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  8. 8. Delivering Great Experiences Why is it so important? WHAT MAKES CONSUMERS WHEN EXPECTATIONS ARE NOT METFALL IN LOVE WITH A BRAND? BRANDS GET DUMPED 73% 89% Friendly employees & of consumers will begin doing business with a competitor following customer service representatives a bad customer experience 55% 50% Easy access to information & support of customers will give businesses up to a week to respond to a customer service question before they ‘break up’ with the company (stop doing business with them) 36% Personalized experiences like knowing what customers havebought in the past and service issues they’ve raised as well as sending them timely, useful updates Source - Harris Interactive: Customer Experience Impact Report 2011 8/38 22/10/2012 La strategia CRM e l’approccio alla Customer Experience
  9. 9. Delivering Great Experiences Why is it so important? SCORNED CONSUMERS TELL FACEBOOK AND TWITTER FOLLOWERS 25% After a poor customer experience, more than a quarter of consumers posted a negative comment on a social networking site like Facebook or Twitter 79% of consumers who shared complaints about poor customer experience online had their complaints ignored 21% who did get responses to complaints, more than 50% had positive reactions and 22% posted a positive comment about theSource - Harris Interactive: Customer Experience Impact Report 2011 organization to their feeds 9/38 22/10/2012 La strategia CRM e l’approccio alla Customer Experience
  10. 10. Oracle Customer Experience FrameworkOnly Oracle Delivers An End-to-end Customer Lifecycle Solution 10/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  11. 11. Oracle Customer Experience FrameworkOnly Oracle Delivers An End-to-end Customer Lifecycle Solution 11/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  12. 12. Delivering Great ExperiencesThroughout the Customer Cross-Channel Journey WEB Oracle Web Commerce Solution 12/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  13. 13. Delivering Great Experiences:Oracle Web Commerce Solution Relevant Experiences Business Control Strength of PlatformCombine customer experience Catalog, site and customer Flexible data anywhere strategies to scale targeted, experience tools drive architecture powers crossdynamic selling environments. consistency across Web, channel experiences with scale mobile, social, and retail touch and performance built for points. commerce. 13/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  14. 14. Delivering Great Experiences: Search / NavigationTarget to all based on explicitcontext and intent 14/38 22/10/2012 La strategia CRM e l’approccio alla Customer Experience
  15. 15. Delivering Great Experiences: Search / Navigation SegmentsGet more targeted with what you know 15/38 22/10/2012 La strategia CRM e l’approccio alla Customer Experience
  16. 16. Delivering Great Experiences:Search / Navigation Recommendations Cross-sell, up-sell, and recommend the most relevant product/service Segments Scenarios Use explicit interaction to trigger targeting 16/38 22/10/2012 La strategia CRM e l’approccio alla Customer Experience
  17. 17. Delivering Great Experiences: Relevant experiences leveraging everything you know and learnSearch / Navigation Recommendations Segments Scenarios Device Profile History Analytics Social Context / Clicks 17/38 22/10/2012 La strategia CRM e l’approccio alla Customer Experience
  18. 18. Delivering Great ExperiencesOracle Web Commerce Solution 18/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  19. 19. Delivering Great ExperiencesThroughout the Customer Cross-Channel Journey DIRECT SALES Oracle SFA Solution 19/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  20. 20. Delivering Great ExperiencesOracle SFA Solution DIRECT SALES Industry- Industry-Specific Best Practice Enabled Sales Applications Opportunity Performance TerritoryMulti-Multi-channel Global Customer Partner Management Contact Management AlignmentLead Account Order Relationship & Management & Incentive &Management Management Management Management Forecasting Compensation OptimizationProven Sales Best Practices & Methodologies Industry- Industry-Specific Reports & Embedded Analytics Deep Microsoft Office Integration Middleware and Enterprise Data Integration IVR Web CTI Legacy Financial HR Supply Chain Siebel Siebel Siebel Other UCM OLTP DW Customer Interaction Operational & Operational Systems Systems Analytic Sources 20/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  21. 21. Delivering Great ExperiencesOracle SFA Solution DIRECT SALES 21/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  22. 22. Delivering Great ExperiencesThroughout the Customer Cross-Channel Journey CONTACT CENTER Oracle Service & Marketing Solution (Solution as a Service) 22/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  23. 23. Delivering Great ExperiencesOracle Service & Marketing Solution CONTACT CENTER 23/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  24. 24. Delivering Great ExperiencesThroughout the Customer Cross-Channel Journey CONTACT CENTER Oracle Call Center & Web Self Service Solution (Solution as a Service) 24/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  25. 25. Delivering Great ExperiencesOracle Call Center & Web Self Service CONTACT CENTER Oracle RightNow CX Cloud Service SOLUTION OVERVIEW 25/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  26. 26. Delivering Great Experiences Oracle Call Center & Web Self Service CONTACT CENTER Web • Oracle RightNow Intent Guide • Oracle RightNow Web Self-Service • Oracle RightNow Email ManagementOracle RightNow Web • • Oracle RightNow Chat Oracle RightNow Co-Browse • Oracle RightNow Mobile 26/38 22/10/2012 La strategia CRM e l’approccio alla Customer Experience
  27. 27. Delivering Great Experiences Oracle Call Center & Web Self Service CONTACT CENTER Social • Oracle RightNow Social Monitor • Oracle RightNow Support Community • Oracle RightNow Innovation Community • Oracle RightNow Self-Service forOracle RightNow Web Facebook 27/38 22/10/2012 La strategia CRM e l’approccio alla Customer Experience
  28. 28. Delivering Great Experiences Oracle Call Center & Web Self Service CONTACT CENTER Contact Center • Oracle RightNow Dynamic Agent Desktop • Oracle RightNow Scripting • Oracle RightNow WorkflowOracle RightNow Contact Center • • Oracle RightNow Add-Ins Oracle RightNow Custom Objects 28/38 22/10/2012 La strategia CRM e l’approccio alla Customer Experience
  29. 29. Delivering Great Experiences Oracle Call Center & Web Self Service CONTACT CENTER Engage • Oracle RightNow Analytics • Oracle RightNow Outreach • Oracle RightNow Customer FeedbackOracle RightNow Engage • Oracle RightNow Knowledge 29/38 22/10/2012 La strategia CRM e l’approccio alla Customer Experience
  30. 30. Delivering Great Experiences Oracle Call Center & Web Self Service CONTACT CENTER Cloud Platform • Oracle RightNow Cloud Platform • Oracle RightNow Service Portal • Oracle RightNow Cloud Service AgreementOracle RightNowExperience Cloud Platform 30/38 22/10/2012 La strategia CRM e l’approccio alla Customer Experience
  31. 31. Delivering Great ExperiencesOracle Call Center & Web Self Service CONTACT CENTER 31/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  32. 32. Delivering Great ExperiencesOracle Call Center & Web Self Service CONTACT CENTER 32/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  33. 33. Delivering Great ExperiencesOracle Call Center & Web Self Service CONTACT CENTER 33/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  34. 34. Delivering Great ExperiencesThroughout the Customer Cross-Channel Journey WEB Oracle Knowledge Solution 34/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  35. 35. Delivering Great ExperiencesOracle Knowledge Solution Oracle Knowledge Applications Multiple Web Self-Serve Channels Improves customer experience and minimizes calls and escalations Knowledge Platform Capture, create, Agent-Assisted Service understand, Improves agent efficiency and interact, reduces customer wait times deliver and refine information Social Communities Helps organizations tap social channels as part of a comprehensive, multi-channel support strategy 35/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  36. 36. Delivering Great ExperiencesOracle Knowledge Solution Clarify and Understand Customer’s Intent Manage The Experience Categorized Answers Product Guide Diagnostic Wizards Harvest Community Knowledge 36/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  37. 37. Delivering Great ExperiencesThroughout the Customer Cross-Channel Journey SOCIALOracle Social Relationship Management (SRM) Solution 37/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  38. 38. Delivering Great ExperiencesOracle SRM Solution SOCIAL Language Markup Social Designer Websites Modules Visual Social API 38/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  39. 39. Delivering Great ExperiencesOracle SRM Solution SOCIAL 39/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  40. 40. Oracle Customer Experience FrameworkOnly Oracle Delivers An End-to-end Customer Lifecycle Solution 40/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience
  41. 41. La strategia CRM e l’approccio alla Customer Experience:perché le aziende devono servire diversamente i propri clienti Per maggiori info: roberto.manzoli@oracle.com 41/3822/10/2012 La strategia CRM e l’approccio alla Customer Experience

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