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20130711 - Customer Journey - Oracle - Matthew Banks

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CUSTOMER JOURNEY
Der Weg des Kunden zum Produkt umspannt Touchpoints in Online, Mobile, In-Store, Kundencenter, sozialen Netzen, Werbung im TV, Print, auf Plakaten, im Radio – einfach gesagt: Er sieht alles und das überall. Wie man dem Konsumenten trotzdem ein sinnvolles Bild der Marke gibt und ein unverwechselbares Angebot schafft. Wir begleiten den Konsumenten auf seinem Weg zum Kauf.

Matthew has a consistent record of under-achievement. His professional incompetence, intellectual torpor and general sloth are complemented by appalling communication skills. He is widely regarded as the most dysfunctional and unpopular member of any team he has ever worked in.

Through a combination of incompetence and corruption on the part of the admissions board, he was elected to a scholarship at Magdalen College Oxford, where he read English and Modern Languages. His undistinguished academic career was a surprise and disappointment to all except those who knew him.

His initial career in the textile industry was marked by a series of over-hyped marketing transformation initiatives, which delivered no business value and alienated customers and employees alike. On the back of these disastrous projects, there was nowhere to hide but the software industry.

His subsequent career in software has been one of spectacular failure and meteoric descent. In a series of ill-judged and unimaginative moves, he has helped destroy the value of marketing applications right across the industry. It is difficult to gauge which has been less impressive, his time in product management or in presales consulting. At every level, he has exuded arrogance and incompetence.

His promotion to Vice President at Oracle in December 2011 was welcomed by close colleagues as ‘an utter travesty’ and hailed as ‘a clear mistake’. With his new broader focus on Customer Experience Management solutions, across a wide range of industries – encompassing all of Oracle applications and technologies – he has the opportunity to wreak havoc on a truly global scale. It is a worrying new juncture in a dismal career.

Matthew’s self-knowledge is his only redeeming feature.

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20130711 - Customer Journey - Oracle - Matthew Banks

  1. 1. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Why Journey Mapping? Exploring the Moments that Matter Matthew Banks Senior Director Customer Experience Solutions
  2. 2. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Significant Investment London Amsterdam New York Rome Paris Lisbon Johannesburg San Francisco Madrid Brussels Sydney Singapore Philippines Sao Paolo Tel Aviv Vienna Dubai
  3. 3. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX
  4. 4. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX
  5. 5. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX
  6. 6. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Technology Explosion CloudMobileSocial Data 2 BILLION people covered by high-speed data networks 340,000,000,000,000 IP & mac addresses in 2012 Enterprise tablet adoption grew 133% in 2012 100 terabytes uploaded everyday to facebook +35 million apps are downloaded from the internet everyday $2bn: the additional revenue an average fortune 1000 could expect if it increased usability of its data by 10% 60% growth in data annually 4700 app downloads from Apple per minute 1 mile: range of latest super wifi Twitter is growing at a rate of 12 accounts per second 87% of the world’s population are now mobile subscribers ¥€$ 2x Profit growth from Big Data 2.8 $billion spend on gamification by 2015 75% of internet users now have a social profile 59% of senior execs prefer watching video to reading text
  7. 7. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Changing Behaviour Always SharingAlways Connected Always Aware
  8. 8. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Rising Expectations More AccessMore Options More Influence
  9. 9. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Rising Expectations More AccessMore Options More Influence Inspire Me Reward Me Engage Me Recognise Me Empower Me Serve Me Me Here Now Not So SimpleSTOP! WAIT!
  10. 10. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Beyond Transactions
  11. 11. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Web Mobile Social In-store Kiosks NEED / RESEARCH SELECT PURCHASE MAINTAIN / RECOMMEND RECEIVE / USE Contact Beyond Channels
  12. 12. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Massive Disruption Media FragmentationCommoditization Global Competition
  13. 13. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Brand Dislocation HereMe Now 26% of consumers now post negative comments to social sites after a bad experience.* 86% of customers now stop doing business with an organization after one bad experience.* How to Respond?
  14. 14. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX The Promise of Technology? More Expectations Digital Content Social Networking Smart Fulfilment Core Interactions Marketing & Promotions Sales & Commerce Service & Support Inspire Me Reward Me Engage Me Recognise Me Empower Me Serve Me moments of truth lifetime of value Me Here Now!
  15. 15. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX The Promise of Technology? Core Interactions More Expectations moments of truth lifetime of value “how we interact” “how we bond” Digital Content Marketing & Promotion Sales & Commerce Social Engagement Fulfilment & Supply Service & Support Your Brand
  16. 16. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX The Promise of Technology? Core Interactions More Expectations moments of truth lifetime of value “how we interact” “how we bond” Digital Content Marketing & Promotion Sales & Commerce Social Engagement Fulfilment & Supply Service & Support Your Brand IntelligentPervasive Infrastructure-enabled Agile Integration Extreme Performance Everything Mobile Adaptable Processes Big Data, Fast Data Real Time Decisions Single Customer View Comprehensive Insight Industry-specific Execution & Differentiation
  17. 17. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX The Promise of Technology?
  18. 18. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Brand Imperative HereMe Now
  19. 19. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX
  20. 20. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX
  21. 21. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX It’s Good For Oracle Core Interactions More Expectations moments of truth lifetime of value “how we interact” “how we bond” Digital Content Marketing & Promotion Sales & Commerce Social Engagement Fulfilment & Supply Service & Support Your BrandSOLUTIONS small enough to deploy simple enough to understand & adopt CAPABILITIES big enough to matter distinctive enough to set me apart IntelligentPervasive Infrastructure-enabled Agile Integration Extreme Performance Everything Mobile Adaptable Processes Big Data, Fast Data Real Time Decisions Single Customer View Comprehensive Insight Industry-specific Execution & Differentiation
  22. 22. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX It’s Good For Our Customers
  23. 23. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Measuring Financial Impact Attributes of Successful Customer Experience Useful Simple Engaging How distinctive and enjoyable? How straightforward? How relevant?
  24. 24. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Measuring Financial Impact Attributes of Successful Customer Experience Useful? Simple? Engaging? Meets Needs... Easy to work with... Enjoyable...
  25. 25. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Measuring Financial Impact Attributes of Successful Customer Experience
  26. 26. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Measuring Financial Impact Attributes of Successful Customer Experience Share Price 5 Year Performance
  27. 27. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Measuring Financial Impact Attributes of Successful Customer Experience repeat purchase advocacy promiscuity
  28. 28. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Where do I start? HereMe Now
  29. 29. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX
  30. 30. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX
  31. 31. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX cus·tom·er jour·ney map …visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization taking a customer perspective to understand and to innovate
  32. 32. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX This is Doug
  33. 33. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX This is Doug’s Baby
  34. 34. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX This is Sophia
  35. 35. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Empathy { The Experience }Understanding & Reimaging the Patient Experience
  36. 36. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Mapping The Journey 1. Actions 2. People 3. Things OnStage 4. Attitudes BackStage 5. People 6. Things Select a specific customer to map
  37. 37. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Evaluate and Prioritize
  38. 38. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Understand and Empathize Why? Why? Why?
  39. 39. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Reframe and Redesign
  40. 40. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Reframe and Redesign Influence Influence Influence
  41. 41. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Reframe and Redesign The Result? A New Experience
  42. 42. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX cus·tom·er jour·ney map …visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization taking a customer perspective to understand and to innovate
  43. 43. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX cus·tom·er jour·ney map
  44. 44. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX cus·tom·er jour·ney map
  45. 45. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX cus·tom·er jour·ney map
  46. 46. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX cus·tom·er jour·ney map • Identify a specific customer (prospects, frustrated customers, extreme users…) • Identify key brand attributes (interactions, offerings, promises) • Work from point A to B (map up-stream and down-stream) • Keep it collaborative (use post-it notes, life-size artifacts) • Start with assumptions (then validate and gather more data) • Focus on moments that matter (start ‘low-resolution’, add only appropriate detail)
  47. 47. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Workshop feedback
  48. 48. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX
  49. 49. Innovation – Insights – Interaction T8 Matthew Banks, Oracle, CX Journeys.PPTX Why Journey Mapping? Exploring the Moments that Matter Matthew Banks Senior Director Customer Experience Solutions

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