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Deliver World Class
Customer Experience
with Big Data and Analytics
Raul Goycoolea
Solution Architect Manager
Feb 5th, 201...
Technology has changed how we interact …

As of October 2012, Facebook had
more than 1 Billion active users.

20% of all t...
We like to know about you…

http://goo.gl/UYw4D4

3

#BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All ri...
Power Has Changed
Has Your Business?
CUSTOMERS TAKE CONTROL

94%
1%
89%
 Mass media

4

 The Internet / 1:1

 Social / ...
UNHAPPY CUSTOMER SAMPLE

5

#BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
UNHAPPY CUSTOMERS TELL OTHERS

“UNITED BREAKS GUITARS” CASE

• When United Airlines denied claim for broken
guitar, musici...
THE SAME
APPROACHES NO
LONGER WORK IN THE
AGE OF THE CUSTOMER

7

#BigDataAtWork Copyright © 2013, Oracle and/or its affil...
8

#BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Why Boards love Customer Experience
CX Leaders Outperform !!

9

#BigDataAtWork Copyright © 2013, Oracle and/or its affili...
Proving the Value of Customer Experience
Measurable Metrics

ACQUISITION

EFFICIENCY

Increase Sales & Adoption

Build Tru...
82% of Companies Lack Visibility Into CX Value
Products
Services

Customers

Brands

Channels
Projects

11

#BigDataAtWork...
Oracle CX connects every engagement your customer
has with your brand
 Leader in CRM Lead Management
In Store

 Leader i...
How Oracle Powers
Great Customer
Experiences

13

#BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All right...
Oracle CX delivers for you
And your customers

SMARTER SALES

Sell More
Know More
Grow More

14

COMMERCE ANYWHERE

Person...
Oracle Analytics Enhance CX
Start anywhere and evolve
SMARTER SALES

COMMERCE ANYWHERE

CONNECTED SERVICE

Quality
Data

1...
Smarter Sales
Sell More, Know More, Grow More

Ensure sales reps are selling the
most appropriate products to
customers ba...
Sell More, Know More
Overcome Challenges for a Complete View
EMPOWER USERS WITH
INSIGHT & TOOLS

51%

43%

17

#BigDataAtW...
Sell More, Know More
Improve Data Quality and Accessibility
“ Properly implemented master data
management improves the qua...
Improve Data Quality and Accessibility
Standardize and Organize Data
 Consolidate multi-structured data

and sources into...
Smarter Sales
Quality Data
Standardized product information for higher
quality on-line search for in-store sales
 90,000 ...
Explore Organizational Insight
Operational Reporting & Dashboards
CRM ANALYTICS

 80+ pre-built analytic
applications
 8...
Sales Operations Dashboard

22

#BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Geographically Visualize Insights

23

#BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Smarter Sales
Operational Reporting & Dashboards
Accelerated and simplified customer
experience insight

 Maximize cross-...
Explore the Insight from Conversations
Discover topics, consistent themes, consumer sentiment and more
“.. zoom feature mu...
Combine Structured and Unstructured Data
Interactive Dashboards
“Why didn’t
younger buyers
respond as we
expected?”

“.. I...
Smarter Sales
Interactive Dashboards
Self-service discovery of a variety of internal
and external product and sales data

...
Sell More, Know More
Predictive Analytics to Anticipate Behavior and Forecast Business
ADD FORESIGHT TO INSIGHT

75%

47%
...
Sell More, Know More
Predictive Is Critical Yet Has Low Adoption
ADD FORESIGHT TO INSIGHT

8%
30%

29

#BigDataAtWork Copy...
Predictive Analytics
Variety of Scenarios
 Identify next likely action in

purchase, churn, or fraud
 Analyze “baskets” ...
Sell More, Know More
Anti-Fraud Predictive Analytics
Traditional Analytics

Anticipate risky customer behavior with
in-dat...
Smarter Sales
Sell More, Know More, Grow More

Align scenarios analysis and allow
course corrections when
unexpected event...
Model CX Value and Performance
Scenario Analysis

 Model customer acquisition,
retention, and efficiency metrics
 Foreca...
Model Scenarios More Accurately
The Old Way
Single Point Scenarios

•
•
•
•
•

34

The New Way
Thinking in Ranges

Only 3 ...
Visualize CX Performance
Strategic Scorecards

Contribution
Maps

Trees

35

#BigDataAtWork Copyright © 2013, Oracle and/o...
Commerce Anywhere
Personalize Experiences, Connect Interactions, Drive Results

Present relevant and personalized
offers t...
Commerce Anywhere
Personalize Experiences, Connect Interactions
 Creative headers, images, messaging, and product
content...
Connected Service
Understand Needs, Solve Problems, Delight Customers

Offer customers the right
products and service when...
Commerce Anywhere and Connected Service
Process Integration at Every Point of Interaction
 Marketing
 Next Best Action/O...
Commerce Anywhere and Connected Service
Process Integration for Prescribing Next Best Action
Content Library
& Choices

In...
Commerce Anywhere & Connected Service
Decision Process Integration
Next Best Action for call centers, direct sales,
email,...
Commerce Anywhere & Connected Service
Decision Process Integration
Next Best Action for call centers, on-line,
and in stor...
Top Performers Prioritize Analytics in CX
Customer interactions
Research/product develoment

Business areas that will
rece...
“Reimagine The Experience”

The Experience Revolution

Monday, June 25, 2012
New York City Event Briefing
44

#BigDataAtWo...
45

#BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
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Deliver World Class Customer Experience with Big Data and Analytics

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Deliver World Class Customer Experience with Big Data and Analytics

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Deliver World Class Customer Experience with Big Data and Analytics

  1. 1. Deliver World Class Customer Experience with Big Data and Analytics Raul Goycoolea Solution Architect Manager Feb 5th, 2014 1 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  2. 2. Technology has changed how we interact … As of October 2012, Facebook had more than 1 Billion active users. 20% of all time spent online is spent on social platforms. #1 online activity Of all uses for a mobile phone, making a call only ranks 5th. Social Media is 2 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 2nd. Sources: Facebook 10Q, June „12 (Total Monthly Active Users); Comscore Datamine Study, Feb. „12
  3. 3. We like to know about you… http://goo.gl/UYw4D4 3 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Sources: Facebook 10Q, June „12 (Total Monthly Active Users); Comscore Datamine Study, Feb. „12
  4. 4. Power Has Changed Has Your Business? CUSTOMERS TAKE CONTROL 94% 1% 89%  Mass media 4  The Internet / 1:1  Social / Mobile #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. of consumers will pay more for a better customer experience of consumers feel that their expectations for a good experience are met of consumers switched to a competitor after a poor experience
  5. 5. UNHAPPY CUSTOMER SAMPLE 5 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  6. 6. UNHAPPY CUSTOMERS TELL OTHERS “UNITED BREAKS GUITARS” CASE • When United Airlines denied claim for broken guitar, musician tells his story on YouTube. • The company’s stock dropped 10% within 4 days of the music video posting. • Today, this video has been viewed over 13 million times. 6 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  7. 7. THE SAME APPROACHES NO LONGER WORK IN THE AGE OF THE CUSTOMER 7 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  8. 8. 8 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  9. 9. Why Boards love Customer Experience CX Leaders Outperform !! 9 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  10. 10. Proving the Value of Customer Experience Measurable Metrics ACQUISITION EFFICIENCY Increase Sales & Adoption Build Trust & Strengthen Relationships Reduce Costs & Effort GENERATE MORE OPPORTUNITIES IMPROVE CUSTOMER SATISFACTION INCREASE SELFSERVICE SUCCESS INCREASE CONVERSION RATES IMPROVE SERVICE QUALITY & RELIABILITY REDUCE COST PER INTERACTION INCREASE AVERAGE ORDER VOLUME 10 RETENTION DRIVE LOYALTY & ADVOCACY IMPROVE SERVICE PRODUCTIVITY #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  11. 11. 82% of Companies Lack Visibility Into CX Value Products Services Customers Brands Channels Projects 11 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Source: Dynamic Markets, “Performance Management: An Incomplete Picture” April 2011
  12. 12. Oracle CX connects every engagement your customer has with your brand  Leader in CRM Lead Management In Store  Leader in E-Commerce Contact Center Social Field Service Mobile  Leader in Sales Force Automation Direct Sales  Leader in CRM Web Customer Service  Leader in CRM for Large Organizations Web Oracle Marketing Oracle Commerce Oracle Sales Oracle Service Oracle Social Channel Sales Foundational Tools Oracle Cloud Infrastructure and Platform Services 12 Oracle Mobile, Portal and Content Tools Oracle MDM, BI and Decisioning Tools #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Oracle Integration and BPM/SOA Tools  Leader in CRM Customer Service Contact Centers  Leader in CRM Suite for Customer Service Solutions
  13. 13. How Oracle Powers Great Customer Experiences 13 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  14. 14. Oracle CX delivers for you And your customers SMARTER SALES Sell More Know More Grow More 14 COMMERCE ANYWHERE Personalize Experiences Connect Interactions Drive Results #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. CONNECTED SERVICE Understand Needs Solve Problems Delight Customers MODERN MARKETING Engage Audiences Know Buyers Drive Revenue
  15. 15. Oracle Analytics Enhance CX Start anywhere and evolve SMARTER SALES COMMERCE ANYWHERE CONNECTED SERVICE Quality Data 15 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  16. 16. Smarter Sales Sell More, Know More, Grow More Ensure sales reps are selling the most appropriate products to customers based on what they own and need 16 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  17. 17. Sell More, Know More Overcome Challenges for a Complete View EMPOWER USERS WITH INSIGHT & TOOLS 51% 43% 17 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. lack quality, reliability or comprehensiveness of data for #1 lack of effective systems to gather and analyze data for #2 Source: The EIU, In Search of Insight and Foresight: Getting more out of Big Data, April 2013
  18. 18. Sell More, Know More Improve Data Quality and Accessibility “ Properly implemented master data management improves the quality and quantity of data so the right decision maker, clerical staff, or even delivery van operator has access to the right information at the right time and can therefore provide a great customer experience.” 18 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Source: Harvard Business Review Analytic Services, "Delivering on the Promise of Great Customer Experiences”, August 15, 2013
  19. 19. Improve Data Quality and Accessibility Standardize and Organize Data  Consolidate multi-structured data and sources into one repository  Cleanse data by standardizing, error-correcting, and de-duping  Govern data by definition, regulation, auditing, and access  Share master data for better insight to increase sales and trust 19 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  20. 20. Smarter Sales Quality Data Standardized product information for higher quality on-line search for in-store sales  90,000 SKUs receiving 129,000 hits a day  Improved user uptake by 300%  “This makes it much easier for staff to find product information at the click of a button—helping us to increase store manager and customer satisfaction, grow sales, and reduce costs.“ Scott Heyer, Manager of Store Systems Solution components: Oracle Enterprise Data Quality, Oracle Endeca Guided Search 20 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  21. 21. Explore Organizational Insight Operational Reporting & Dashboards CRM ANALYTICS  80+ pre-built analytic applications  800+ pre-defined metrics  Source adapters for data integration And Other Operational Sources 21 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. SALES       Pipeline Analysis Forecast Accuracy Up-sell/Cross-sell Cycle Times Lead Conversion Sales Team Effectiveness MARKETING  Campaign Effectiveness  Customer Insight  Product Propensity  Market Basket Analysis  Campaign ROI PRICE  Price Segments  Price Waterfall Analysis  Deal Life Cycle  Deal Desk Analysis  Product Pricing Performance SERVICE & CONTACT CENTER       Effectiveness Satisfaction Resolution Rates Efficiency Service Cost Service Trends LOYALTY  Member Demographics  Membership Trends  Promotion Cost  Promotion Effectiveness  Points Analysis ORACLE BUSINESS INTELLIGENCE FOUNDATION
  22. 22. Sales Operations Dashboard 22 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  23. 23. Geographically Visualize Insights 23 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  24. 24. Smarter Sales Operational Reporting & Dashboards Accelerated and simplified customer experience insight  Maximize cross- and up-selling opportunities  Improve campaign success rates, and enhance customer support  Simplify management across IT stack  Minimize downtime or performance issues in a critical, client-facing environment Solution components: Oracle Marketing Analytics, Siebel Contact Center, Oracle Business Intelligence , Siebel Communications, Media, and Energy, Sun SPARC 24 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  25. 25. Explore the Insight from Conversations Discover topics, consistent themes, consumer sentiment and more “.. zoom feature must be broken, seems stuck on wide angle setting..” Customers 25 “.. the D150 is not userfriendly but is an excellent camera for the amateur photographer..” Influencers #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. “.. our new model surpasses the D150 in quality, functionality and ease of use..” “..posted some more landscapes from my D150. Love it, picture quality is awesome..” Competitors The Public
  26. 26. Combine Structured and Unstructured Data Interactive Dashboards “Why didn’t younger buyers respond as we expected?” “.. I can‟t believe John Doe was spotted taking pictures with their #1 competitors camera..” A: negative sentiment about campaign spokesperson A: smaller target population than previous campaign A: no issues with availability in stores “.. zoom feature must be broken, seems stuck on wide angle setting..” A: issues with lens “.. the D150 is not user-friendly but is an excellent camera for the amateur photographer..” A: not user-friendly Answers from Unstructured Data Answers from Structured Data 26 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  27. 27. Smarter Sales Interactive Dashboards Self-service discovery of a variety of internal and external product and sales data  20% volume and 30% profit increases  Saved 1.5 years and $4M  Salespeople explore complex data in a simple way: integrated search, faceted browsing and analytics Gartner BI Excellence Award Winner Solution components: Oracle Endeca Information Discovery, OBIEE, Oracle BI Applications, JD Edwards and other transactional systems 27 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  28. 28. Sell More, Know More Predictive Analytics to Anticipate Behavior and Forecast Business ADD FORESIGHT TO INSIGHT 75% 47% 28 of execs at top performers say predictive analytics is the most critical for #1 of execs at top performers say scenario modeling is the most critical for #2 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Source: The EIU, In Search of Insight and Foresight: Getting more out of Big Data, April 2013
  29. 29. Sell More, Know More Predictive Is Critical Yet Has Low Adoption ADD FORESIGHT TO INSIGHT 8% 30% 29 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. of organizations use predictive modeling, optimization, or datamining extensively of organizations use predictive at all Source: Gartner BI Platforms User Survey 2011: Customers Rate the BI Platform Functionality
  30. 30. Predictive Analytics Variety of Scenarios  Identify next likely action in purchase, churn, or fraud  Analyze “baskets” for patterns, associations, and relationships  Reduce risk for product launches and missing targets  Detect outliers and anomalies for promotion or prevention 30 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  31. 31. Sell More, Know More Anti-Fraud Predictive Analytics Traditional Analytics Anticipate risky customer behavior with in-database predictive analytics  Monitor numerous parameters for up to 10 billion daily call-data records  “We can analyze large volumes of Oracle Advanced Analytics Data Import Data Mining Model “Scoring” avings Data Preparation and Transformation Data Mining Model Building customer data and call-data records easier and faster than with any other tool and rapidly detect and combat fraudulent phone use.” Data Prep & Transformation Hasan Tonguç Yılmaz, Manager Data Extraction Hours, Days or Weeks Model “Scoring” Embedded Data Prep Model Building Data Preparation Seconds, Mins or Hours Solution components: Oracle Advanced Analytics, Oracle Exadata Database Machine 31 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  32. 32. Smarter Sales Sell More, Know More, Grow More Align scenarios analysis and allow course corrections when unexpected events impact the forecast 32 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  33. 33. Model CX Value and Performance Scenario Analysis  Model customer acquisition, retention, and efficiency metrics  Forecast and simulate impacts  Calculate lifetime value  Reduce planning cycle times 33 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  34. 34. Model Scenarios More Accurately The Old Way Single Point Scenarios • • • • • 34 The New Way Thinking in Ranges Only 3 possible outcomes Limited view of risk What are most important risk factors? What are the odds I’ll make the target? Which outcome is most likely? #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. • • • • Full range of outcomes Illustrate probability of outcomes Immediate visibility into inherent risk True risk analysis for value of CX
  35. 35. Visualize CX Performance Strategic Scorecards Contribution Maps Trees 35 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Scorecards
  36. 36. Commerce Anywhere Personalize Experiences, Connect Interactions, Drive Results Present relevant and personalized offers to give customers what they are looking for 36 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  37. 37. Commerce Anywhere Personalize Experiences, Connect Interactions  Creative headers, images, messaging, and product content is optimized to experiment conversions Web Fully dynamic and personalized crosschannel user interactions offer / product / content / user flows  Variety of data in customer profiles, sentiment, and historical transactions are combined for context Mobile  Each click generates several predictive model combinations generating call to next best action  Real-time, self-learning analytics automatically improves presentation and suggestions for highvelocity marketing for billions of daily decisions 37 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Store Social Media
  38. 38. Connected Service Understand Needs, Solve Problems, Delight Customers Offer customers the right products and service when they contact us Recognize patterns in service issues, and social media early 38 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  39. 39. Commerce Anywhere and Connected Service Process Integration at Every Point of Interaction  Marketing  Next Best Action/Offer  Interactive Campaigns  A/B and Multivariate Testing  Sales  Customer Acquisition Targeting  Cross Sell/Up Sell / Guided Selling  Next Best Action/Approval Automated Decisions  Service  Next Best Action/Treatment  Customer Retention  Risk and Anti-Fraud 39 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  40. 40. Commerce Anywhere and Connected Service Process Integration for Prescribing Next Best Action Content Library & Choices Interaction & Customer Data Acquisition, Retention & Efficiency Goals Automated Decisions Rules & Predictive Models Self-Learning 40 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Closed Loop Next Best Action Recommendations
  41. 41. Commerce Anywhere & Connected Service Decision Process Integration Next Best Action for call centers, direct sales, email, mail, mobile, chat , social, web  $132M in net new revenue in 2012  40% reduction in cost of dispatch  30% increase in NPS  “The insights are amazing. You can really see customers' buying patterns and interests, how they change over time, and we can take action on that.” Mark Sucrese, Marketing Director 41 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Solution components: Oracle Real-Time Decisions, Oracle Business Intelligence Suite, Oracle Siebel CRM, Oracle Eloqua, Oracle WebCenter Sites
  42. 42. Commerce Anywhere & Connected Service Decision Process Integration Next Best Action for call centers, on-line, and in stores  Improved sales conversion rates and value, problem resolution, and reduced churn by 20%  Increased employee retention and confidence by 65%  “The real-time capability takes into account any contextual data that occurs in the interaction with the customer, which is exceedingly valuable.” Alistair Dixon, Head of Delivery, Retail Business Intelligence Solution components: Oracle Real-Time Decisions, Oracle Business Intelligence Suite, Oracle Right Now 42 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  43. 43. Top Performers Prioritize Analytics in CX Customer interactions Research/product develoment Business areas that will receive investment for innovative analytical capabilities Marketing Sales Supply chain/procurement HR, workforce, and talent 0 Strong performers 43 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 10 20 30 40 50 60 Average and weak performers Source: The EIU, In Search of Insight and Foresight: Getting more out of Big Data, April 2013
  44. 44. “Reimagine The Experience” The Experience Revolution Monday, June 25, 2012 New York City Event Briefing 44 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  45. 45. 45 #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

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