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Self-service: Optimice cada interacción con el cliente - Ana del Amo, Oracle

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Presentación de Ana del Amo, Principal Sales Consultant en Oracle para la jornada Plataformas y soluciones eCommerce, celebrada el pasado día 15 de Junio de 2010

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Self-service: Optimice cada interacción con el cliente - Ana del Amo, Oracle

  1. 1. <Insert Picture Here> Jornada Plataformas y Soluciones eCommerce Self-Service: Optimice cada interacción con el cliente Ana del Amo Principal Sales Consultant
  2. 2. “El Personaje del Año” “...The new Web is a very different thing. It's a tool for bringing together the small contributions of millions of people and making them matter....” (Time Magazine, March 24, 2008)
  3. 3. ¿Quién es ese Personaje/Cliente? A busy and challenging job Family holiday and active life style Hola! Mi nombre es Victor, The family tengo 39 años y este Knowledge es mi mundo. Home and and self Necesito estar everyday life learning actualizado. nt me ertain Ent New trends Relationship
  4. 4. Cuatro Imperativos para el éxito Aproveche la Concéntrese en la efectividad y Información la eficiencia de del Cliente los procesos Ayude a Aumentar la Optimice cada Efectividad de Interacción los Equipos con el Cliente de Venta
  5. 5. Cuatro Imperativos para el éxito Aproveche la Concéntrese en la efectividad y Información la eficiencia de del Cliente los procesos Ayude a Aumentar la Optimice cada Efectividad de Interacción los Equipos con el Cliente de Venta
  6. 6. Interacción Multi-Canal Mobile Online Contact Center Field Sales Puntos Venta Community TDT iTV Instaladores CRM Integrated End-to-End Process Division A Division B Acquisition Outsourcing Partner
  7. 7. Optimice cada Interacción con el Cliente “El coste de las transacciones por Internet representa sólo una fracción del coste que generan las transacciones offline.” Erik Brynjolfsson, Profesor – MIT Sloan School of Management “La Web se está convirtiendo en el canal de autoservicio de preferencia debido a la creciente penetración del servicio de banda ancha y el bajo costo del canal Web tanto para clientes como para empresas”. Informe de Estrategias de Autoservicio, 2007
  8. 8. La Evolución del Self-Service Market ls Leading ve n Le o o pti Ad 1990’s 2000’s 2010’s Basic Enhanced Market Leading
  9. 9. ¿Son sus clientes sus FANS? 52%of Social network users became fans of a company or a brand Socially networked customers buy more
  10. 10. Una Completa Solución de Self-Service Multiple Billing Sources E-Support E-Support E-Billing E-Billing Siebel Web Services CRM Siebel C/OM E-Commerce E-Commerce One Consistent Online Customer Experience Across Channels Web Web IVR IVR Call Center Call Center In-Store In-Store Chat Chat
  11. 11. Ir Dónde Están Sus Clientes Ventas en la Web Accelerate Buying Decisions • Robust online commerce capabilities • Search & knowledge management • Advanced chat • Cross-channel collaboration • Cart and checkout assistance Maximize Conversion & Order Size • Intelligent offers from the E-Bill • Relevant, real-time targeted messages • Up-sell and cross-sell based on history • Chat integrated with Siebel Contact Center • Web page ‘Push’ from agents Breed Retention & Loyalty • Engaging Rich Internet Application (RIA) • Highly personalized & intelligent interactions • Create ‘stickiness’ with E-Billing, E-Commerce & E-Service cross-promotions
  12. 12. Siebel E-Commerce • Browse Products: Keyword & parametric search, compare, related products and promotions, KM integration, chat, and product category specific default views • Configure: Complex products, editable promotions, and simple product • Checkout: Manage multiple shopping carts, checkout, and view order status • View/Modify Assets: View individual/company assets and modify configurations • Industry: Specific purchase flows, New service, Suspend/Resume service, change package, etc
  13. 13. Configuración & Extensión Hay múltiples niveles de configuración en Self Service : TYPE ROLE TOOLS TASKS Siebel Business User Siebel •Maintain product catalog Configuration Business •Maintain price matrixes applications •Maintain configuration rules Site Business User Admin UI •Create and Maintain Sites Administration •Change look and feel with Template Mapping Site Developer JDeveloper •Define Templates referred to by Configuration business users & Extension •Update CSS style sheet •Extend JSF page layouts and flows •Extend Business Components
  14. 14. Definición de Producto
  15. 15. Definición del Catálogo Catalog Image
  16. 16. Página de detalle del Producto Promotions Related Products Attribute values and Features Integration with E-Support
  17. 17. Configuración: Plantillas de Página • Browse Products template (.jspx) • Rules for mapping based on context (site, product category)
  18. 18. Configuración: Page Template Setup
  19. 19. Diseño de Página left1 Right1 • Predefined placeholders left2 for Bins • Declaratively move Bins around • Add new Bins
  20. 20. Integración de Contenidos 1 Translatable Prompts Resource bundles 2 5 Catalog Image Knowledge Management 3 Product attributes Defined in Siebel 4 Your Any Content Management Content WebCenter Extension Here System (WebDAV) (JCR 170) 4
  21. 21. Integración de Contenidos Literatures
  22. 22. Self Service Login Browse Browse Select Categories Products Offer Eligibility RTD 1.Send Customer 2-n.Send Context 4-n.Learn ID 3-n.Return Offer
  23. 23. Real Time Decisions La mejor propuesta en tiempo real para cualquier canal • Tomar la mejor decisión posible, utilizando la información más actual y en tiempo real. Teniendo en cuenta lo que ocurre en el momento de la interacción y en un contexto Operational concreto. Applications Y la información analítica de la que disponemos. Creando nuevos patrones de comportamiento Real-Time de forma automática a través del autoaprendizaje. Decision Solutions Modificando incluso el flujo del proceso de negocio para optimizar el resultado. BI & Analytics Intelligent Offer Generation E-Commerce Promotions Solutions RTD recomienda la “siguiente mejor actividad” en todos los canales
  24. 24. Ayudar a que los Clientes se Auto-Ayuden Mejor Servicio a un Menor Coste Manage Accounts 24x7 • Search a knowledge base • Auto-find solutions to deflect service requests • Initiate and manage service requests • Real-time information & service updates • Update and modify account information Leverage Cutting-Edge UI • Combined corporate and user generated content • Interactive and fun UI across channels • Text or multi-media attachment • Discussion forums and reviews Provide Ease Of Use With Chat • Skill-based escalation through chat • Customer account, active SR, recently viewed KM documents visible to agent • Web Page ‘Push’ URL • Intent based responses • Recorded chat sessions saved
  25. 25. Cubrir Nuevas Expectativas Análisis de las Interacciones The Challenge The Opportunity The Value • Save $20-35/customer/year Exorbitant Call Oracle Self-Service and $100s to $1,000s/business Center, print, mail & E-Billing Solutions customer/year processing costs • Reduce Days Sales High Days Sales Outstanding by 2-4 Days Outstanding (DSO) and lengthy • Increase user adoption: collections cycles average of 25-60% adoption 2 years after deployment Low user adoption levels • Realize ROI < 6 months (average) Deflect call center calls and High churn levels deepen customer relationships • Oracle Self-Service E-Billing due to lack of users are 60-90% less likely to with industry-leading differentiation call your Call Center Self-Service E-Billing solutions.
  26. 26. Oracle SelfService Oracle is the ONLY vendor able to provide all 3 pillars of effective self-service.
  27. 27. Una plataforma Única Los usuarios de hoy son “Sociales” Recent Favorites Search Preferences Notifications Presence Email Contextual Wiring Discussions Documents Communities
  28. 28. Siebel Self-Service Paquete vs. Componente vs. Desarrollo Packaged Component Custom • Full UI app integrated to • Self-Service Framework • Build from scratch or Siebel – UI components built on integrate existing systems – Siebel E-Support WebCenter Suite with Siebel – Siebel E-Commerce – Channel service layer for • Leverage Siebel services • Less UI flexibility integration to Siebel CRM • Oracle or 3rd party dev tools • Fewer technology choices • Augment flexible custom • Most flexible UI and choice of development technology tools
  29. 29. Solución Completa: “ecommerce-in-a-box” Siebel E-Commerce delivers a rich and dynamic selling experience to increase conversion rates and order sizes. KEY FEATURES • Browse Dynamic Catalogs • Advanced Pricing & Promotions • Keyword & Faceted Search • Product Comparison • Related Products • Real-Time Decisions (RTD) Product Recommendations • Product Configurator • Shopping Cart & Checkout • Asset based ordering • Integrated Chat • Integrated Knowledge Management

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