And peoples expectations of their experience have changed with it(eg: 7yr old kid walks up to TV expecting it to be a touch screen)Fast changing standards are creating higher expectations of your brand to meetNot only at home and where they shopBut also carrying into where they work(consumerization of the enterprise)(why don’t you have wifi?,why cant I do it that way? I can on my ipad!)(your competitor lets me bank my check just using my phone)70% US Executives say the need to focus on Customer Experience is due to rising customer expectations(2012 Global Customer Experience Disruptive Study: Okeeffe & Company)
These expectations, innovations and adoptions have spawnedGreater commodization of products and experiences from copy cat rapid developmentMedia saturation on newer channels and everyone fighting for attention in more places New markets opening up global competition (cheaper shipping, larger distribution channels, low cost manufacturing…)Making it harder to differentiate, compete and win at a profit
This is about aligning your Approaches and new Experiences to driving the types of Attitudinal changes you want.(Read Slide) If you want a change in……….
Main Point:Integrating the Customer Experience is Complex, So Where Should You StartScript:However, integrating all of these touch points and all of these technologies is not an uncomplicated endeavor. But you can start somewhere. And a good place to start is by integrating the online customer experience across web, mobile and social channels. So, where does one start? First and foremost, you need to identify what are the key CX objectives your trying to accomplish. What are some of the highest priority things your trying to achieve in the area of customer experience?Are you looking to improve the performance of your customer experience initiatives by making it more personalized and targeted to your customers’ interests and behavior?Are you interested in creating a more engaging interactive customers experience across web mobile and social channels?Are you trying to create a customer experience that is more connected and consistent across various channelsIf so, than the online channel may be a great place to start.
Main Point:The Online Channel Can Be an Ideal Starting Point for Your Customer Experience InitiativesScript:The online channel can be an ideal starting point for your customer experience initiatives as it impacts many areas and delivers on multiple key objectivesAnd a web experience management solution can really help you get moving in the right direction toward achieving these goalsNot only can web experience management provide many of the key requirements for driving dynamic online experiences, such as better personalization via targeting, multi-channel delivery and driving engagement with social and interactive capabilities, but it also provides a centralized point to start connecting the experience across touchpoints, including e-commerce, self-service sites and marketing campaigns, while also enabling the sharing of customer segment data across systems such as CRM for a more holistic view of the customer.
Multi-Channel Web Experience Management drives new efficiencies for JD Williams
Main Point:Companies that Use WebCenter Sites have empowered themselves to more effectively and efficiently deliver engaging online customer experiences that drive sales and loyalty.Walmart-ASDAKohlerVictoria SecretSystem U - Low-cost access to new markets, Increased customer satisfaction and loyaltyJLP - AIA Foundation pack to bridge data between the EBS finance and HR modules to ensure that future integration to CRM and other business applications is simplified
You do this by first Acquiring new customers through generation of more opportunities to interact with customers, having a brand that exudes value and therefore drives conversion and premium pricing and ultimately owning substantial market share.You next want to retain the profitable relationships and to continue to monetize those relationships by ever increasing your share of wallet in your designated industry leading to a perpetual and sustainable stream of revenue. The ultimate symbol of this relationship is when your customers become your advocates and your best form of advertising.All of this while leveraging your investments in capital, resources and time.This formula for success is driven by your ability to deliver on your Brand Promise and that Brand Promise is delivered by ensuring that your customers have the Brand Experience they expect.Customer Experience equals Acquisition, Retention and Efficiency
You do this by first Acquiring new customers through generation of more opportunities to interact with customers, having a brand that exudes value and therefore drives conversion and premium pricing and ultimately owning substantial market share.You next want to retain the profitable relationships and to continue to monetize those relationships by ever increasing your share of wallet in your designated industry leading to a perpetual and sustainable stream of revenue. The ultimate symbol of this relationship is when your customers become your advocates and your best form of advertising.All of this while leveraging your investments in capital, resources and time.This formula for success is driven by your ability to deliver on your Brand Promise and that Brand Promise is delivered by ensuring that your customers have the Brand Experience they expect.Customer Experience equals Acquisition, Retention and EfficiencySG&A = sales, general & admin GM = Gross Margin
Main Point:Only Oracle Can Provide a Comprehensive Set of Solutions that Can Break Down Silos and Connect the Customer ExperienceScript:From a technology perspective, this means breaking down the silos between channels by integrating the systems that support customer experience – and you can do this by sharing customer data, by unifying the experience across online touchpoints, and by ensuring that the technology you deploy supports interactions with your company that are engaging, personalized and responsive, regardless of the access point or channel.And what’s really exciting about working with Oracle to create a consistent and connected customer experience is that we can actually provide the comprehensive set of solutions necessary to deliver a great customer experience across every touch-point including direct, on-site or call center, web, mobile and social as well as some of the underlying technology for business intelligence, managing campaigns and customer data and enterprise content. So as your business goes about creating a strategy for great customer experience, Oracle can provide you with the technology that enables it.
Let’s look at the product requirements to see how we might break this problem down into its component parts. But again this is just for Retail. What if we were in a different industry?
OVERVIEWBefore we wrap things up I want to share a quick customer success story with you.This is a company, KPN, has a very strong vision for the customer experience and is using a number of Oracle technologies to help them deliver on that vision.KPN is a telecommunications and IT service provider based in the Netherlands that services both consumer and B2B markets.They offer consumers internet, phone, and cable TV services well as telecom and IT services for businesses.They have a strong presence throughout Benelux and Germany and offer their services under multiple brands.KPN’s customer experience solution incorporates a number of different Oracle technologies that were chosen for their standards-based support, upgradability, extensability and ease of integration.Weblogic portal, WebCenter and identity management work together to provide a common architecture for delivering the online experience.Siebel CRM is used to manage their manage their customer and product information.Oracle’s knowledge management solution RightNow is used to maintain FAQs.And E-Business Suite is used to manage bill presentment.Having WebCenter at the heart of their customer experience platform will enable them to centrally manage the customer experience across channels and help the company achieve their goal of having an engaging and consistent customer experience anytime, anyplace, anywhere on any device.Last year, the company began rolling out MyKPN, an online self-service environment that integrates Weblogic Portal/WebCenter Sites/Siebel/Webcenter Content(ECM) and Rightnow CX.In 2009, chose Weblogic Portal + WebCenter Content + WebCenter Sites to modernize online architecture (greenfield):WebLogic Portal = End-user presentation, content delivery, search; integration with Identity Management, SSO, WebCenter Sites and SiebelWebCenter Sites = Manage content across all sites/multichannelsWebCenter Content = Centralize documents; integration with e-Business SuiteRightNow CX = Knowledge Management cross channel (FAQ)Siebel CRM = customerplans to invest in ExalogicWHY ORACLEOpen Standards: Chose Oracle stack for standards-based support, integrated e-Commerce and Web Content Management platform (Chose WebCenter Sites before FatWire was acquired by Oracle)Integrations: Siebel for master data of customers/products/assets. Interface from WebLogic Portal to Siebel for self-service. Paperless billing solution with WebCenter Content and e-Business Suite for improved bill presentment process and analyse billing records.Upgradability: Refresh architecture every 12-18 months. Planning upgrade to WebCenter Sites/Portal 11gExtensibility: Built a native iPhone/iPad app for myKPN self-service access for mobile customers multibrand.ENABLED ONLINE SELF-SERVICEImplemented Webcenter Sites/Portal in for their self-service portal, MyKPN, in Oct 2011Their consumer fiber customers now have access to a MyKPN closed environment that integrates Weblogic Portal/WebCenter Sites/Siebel/Webcenter Content(ECM) and Rightnow CX based on secure SSO/IAMNext steps – 2013:Multibranding/multisite of the Portal for our other brand, Telfort Residential FiberConsumer mobile brands Telfort and Hi and KPN business market fixed/mobile will use the selfcare foundation based on their self-service KPN strategy and customer experiencemultichannel STRATEGY: Customer experience anytime, anyplace, anywhere on any deviceKPN will connect there main channels (shops, personal sales) by using one CX platform based their online channel architecture which is based on Oracle WebCenterThen KPN will be able to manage the customer interactions across channels by have one single version of the truth.For 2013 the challenge is to connect Social CRM and make the customer journeys ready for MobileAlso making next steps for cross-channel integration shops/retail/online/apps with our new media agents.