Daniel Burian, Oracle @ TMT.CustomerExperience'13

Copyright © 2012, Oracle and/or its affiliates. All rights reserved.1
Delivering Great
Customer Experience
Social gets corporate: why Oracle acquired
Customer Experience management tools?
June 2013
Daniel Burian
CX Solution Architect

CX business drivers

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CROSS CHANNEL ENGAGEMENT IS THE NEW NORMAL
Receive

Can’t their sales reps
see my web order?
The Other rep always
knows all my orders.
Why can’t I order an item online
and pick it up at my local store?
When I go online, I can’t easily
find what I need. It’s too
complicated to find my best
option
Why didn’t they send this mobile
coupon when I was still in the
store?
Wouldn’t it be nice if they
rewarded me for all the
friends I have referred?
When I clicked the “Chat Now”
the agent had no idea of what
was in my shopping cart?” IN-
STORE
WEB
DIRECTMOBILE
SOCIAL
CALL
CENTER
THE RESULTS are often:
INCONSISTENT, DISCONNECTED, IMPERSONAL, INEFFICIENT AND
TRANSACTIONAL CUSTOMER EXPERIENCE

The Customer Journey
Managing life cycles, not transactions
“Serve my needs”
“Be relevant”
“Engage me”
“Reward me”
“Earn my trust”
“Give me more value”
“Be transparent”
“Minimize my risk”
“Know my history”“Make it easy”
“Be consistent”
“Represent me”
Aligning the ‘brand promise’ with the ‘brand execution’
Differentiate Orchestrated Experience > Profitability, Brand Equity, Enterprise Agility

Proving the Value of Customer Experience
ACQUISITION
Increase Sales & Adoption
RETENTION
Build Trust & Strengthen
Relationships
EFFICIENCY
Reduce Costs & Effort
GENERATE MORE
OPPORTUNITIES
IMPROVE CUSTOMER
SATISFACTION
INCREASE SELF-
SERVICE SUCCESS
INCREASE
CONVERSION RATES
IMPROVE SERVICE
QUALITY & RELIABILITY
REDUCE COST PER
INTERACTION
INCREASE AVERAGE
ORDER VOLUME
DRIVE LOYALTY &
ADVOCACY
IMPROVE SERVICE
PRODUCTIVITY
Measurable Metrics

Rising expectations from customers (59%) and the impact of social media
on customers’ ability to broadcast good and bad experiences (37%) are the
top two drivers for organizations’ focus on customer experience2
CX: Global Strategic Priority with Huge
Financial Stakes
 Executives say delivering a positive customer experience is critical to
their bottom line
1Those who somewhat or strongly agree 2Respondents asked to select top three
20%
Executives estimate that their
potential revenue loss for not
offering a positive, consistent, and
brand-relevant customer
experience is 20% of their annual
revenue, or $400M for a $2B firm
of executives state
that improving the
customer experience
is one of their
organization’s top
three priorities in the
next two years
of executives believe
that delivering a
great customer
experience is critical
to their business
advantage and
results1
93% 97%
CX Can Make or Break a BusinessTAKE AWAY

The Execution Chasm: Many Businesses Are
Stuck in Idle
 Businesses say CX is a top priority and want to be recognized as CX
leaders, but many are just getting started with a formal initiative
Businesses Must Act to Avoid Falling BehindTAKE AWAY
1Those who somewhat or strongly agree 2e.g., established dedicated customer experience leaders, optimizing initial projects, extending program to new channels
91%
wish to be considered
a CX leader in their
industry1
Yet …
Nearly all businesses
37%
are just getting
started with a formal
CX initiative
20%
Consider their CX
initiative “advanced”2
And only …

Social Media: A Key Driver for the Future
 The customer voice is becoming louder via social media and many
businesses are playing catch up to respond
1Those who strongly or somewhat agree
81%
believe that
delivering a
great customer experience
today requires leveraging
social media effectively1
But …
…a significant number of organizations don’t seem to fully
understand the importance of social media:
35% DON’T have social media
for sales channels
35% DON’T have social media
for customer service
Catch up with Social ExpectationsTAKE AWAY

WHAT DOES A CUSTOMER
EXPECT IN A GREAT
EXPERIENCE?
 Consistent Voice
 Connected Interactions
 Personalized Journey
 Efficient Service
 Rewarding Relationship
 Easy reach … everywhere

S
O
C
I
A
L
Experience Applications
Operational Applications
Data Management
I
N
S
I
G
H
T
Social media Web Sales office Call CenterMobile Tablet
Complete Customer Experience (CX) Framework
Oracle Delivers an End-to-End Customer Lifecycle Solution

Enable Social-Based Customer Experience
• Listen: Understand consumer
intentions
• Engage: Reach customers and
respond real-time through the
channels of customer’s choice
• Learn: Create better marketing
campaigns, products and
services with instantaneous
customer feedback
• Measure: Enable intelligence
driven decision making
• Improve: Refine and adjust
customer strategies
Social is ALWAYS ON

Customer Success: Oracle Commerce
 Unified, premium Nike global eCommerce
experience
Landing page has increased average
order size by 40- 50%
 Less than 1% of all searches
generating ‘no results’
 12% of revenue generated from
converted sessions involving a search
Advanced merchandising and content targeting

Essential call deflection on Self Service
Oracle CommerceAT TELEFONICA O2 CZ

eShop by Oracle Commerce in T-Mobile CZ

Personalization and Search at Forrester.com
Endeca Information Manager
Pick your role and
we dynamically
adjust the content
experience to suit
your point of view

Call Deflection ..FAQs/knowledge Online
 Platform tuned for sales and service
enquiries
 Deflect email and support cases to KB
 Reduce
online
abandonment
42% increase in web deflection 15% Deflection user Forums
Reduced CSRs by factor of 7
29% increase in conversions

Oracle Knowledge at Skype

Financial Services – Barclays Group
Web consistency across the group
Support multiple individual brands and single
visual identity
Scalable infrastructure to accommodate
deployment of marketing sites and content to
secure sites
Target up-sell and cross-sell of products ‘on the
fly’
Real-time changes to marketing campaigns
Ability to reuse content and business logic across
all business units, Barclaycard, Commercial and
Private Banking
Support for multi-channel connected customer
Powered by
Oracle WebCenter Sites

The RightNow CX Cloud Service
Improving Cross Channel Customer Experiences
Unifying cross channel
experiences to strengthen
customer relationships,
improve resolution rates,
and increase sales
The Oracle RightNow CX Cloud Service combines Web, Social & Contact Center experiences,
for a unified cross-channel service solution in the Cloud

 >4.5M visits and 6.2M answers viewed each month
 25% reduction in email volume immediately after
implementation.
 Efficiency gains in the contact centre enabled an 800%
 business growth to only drive 100 percent email / 200
percent call growth

Multichannel at Vodafone CZ
Customer Care on the web, mobile and FB
Powered by
Oracle RightNow

T-Mobile Austria Self Service
4.2Mio Subscribers
6.75 Mio customer
interactions /year
Oracle RightNow
helped in:
• 55% waste contacts
deflection rate
• 50% email reduction

The Oracle Social Cloud is Designed to Enhance
Each Stage of the Customer Experience
• The Oracle Social Cloud provides a comprehensive and
integrated solution that allows companies to enhance the
Customer Experience at all stages.
• Social Listening – to drive enhanced messaging and
targeting
• Social Platform Management – to build and manage a
world-class owned and earned social presence
• Social Commerce – facilitating social conduits for
commerce
• Social Customer Response – to address customer
issues in social avenues where customers expect
interaction

LISTEN AND ENGAGE
Social Engagement and Monitoring
Understand what is important to your customers
Engage with your customers across channels
Auto-categorize signals and take action for
appropriate business functions

Oracle – Social Engagement and Monitoring
Capture Monitor Engage Analyze
Social:
 300M unique
authors
 400K new
authors/day
 15M posts/day
Content Collection
and Consolidation
Raw Noise to Pure Signal
Topic Setup and
Insight Discovery
Key Performance
Indicator Dashboards
Respond and Route
Engage on what is important to your consumers

BUILD BRANDS ON SOCIAL
Social Marketing
Establish, build and grow brands via Social
Media
Increase customer relevance across paid,
owned and earned media
Integrate social seamlessly to your traditional
marketing channels

Topics
Cleansing
Categorization
Signal Purity
SRM Integration with Enterprise Applications
Monitoring Categorization &
Enrichment
Response/Lead Mgmt Measurement
 Actionable social conversations
 Multi-channel engagement
 Measurable KPIs
Capture and
route leads
Community Manager
Leverage
existing
processes and
routing rules
Intentions Interests Psychographics
Other
Enrichments
Highly relevant
customer conversations
Public Social Media
Owned Social Media Multi-Channel ROI Analytics
Performance KPI Mgmt

Customer Successes

The Oracle Customer Experience Portfolio
Mobile
Social
In Store Contact Center
Field Service
Direct Sales
Channel SalesWeb
CX for
Marketing
CX for
Commerce
CX for
Sales
CX for
Service
CX Foundation

Oracle’s Take…
 Don’t Wait: Organizations must accelerate their planning and focus on
executing customer experience programs – or risk falling behind
 Know your Customers – or Lose them: Understand insights and
drive innovation to deliver great customer experiences. Knowing
customers at a deeper level, leveraging data across multiple
channels, integrating social listening, and developing new experiences
that exceed expectations is required for success
 Empower Your Customer and Organization: Foster a
customer-centric culture to overcome organizational silos and deliver a
comprehensive and integrated customer experience, supported by
scalable systems to serve customers or enable customers to serve
themselves
 Adapt Your Approach: Implement flexible process and systems
both on premise and in the cloud to serve customers through their entire
experience lifecycle. Continually listen, measure, test, and adjust your
experience approach in real time

Read blogs.oracle.com/CX
Watch youtube.com/OracleCX
Follow twitter.com/OracleCX
Join facebook.com/OracleCustomerExperience
Learn oracle.com/CustomerExperience
Stay Connected

Evaluate Your Organization’s Experience
…and where you aspire to be
CX
1
CX
2
CX
3
CX
4
CX
5
Disruptive Distant Engaged Loyal Advocate
Frustrating Neutral Useful Valuable Meaningful
• Difficult, repetitive
• Inconsistent,
inaccurate
• Expectations unmet
• Usable
• Acceptable
• Low-to-no
expectations
• Easy
• Consistent
• Expectations
managed
• Convenient
• Quality
• Expectations met
• Personal
• Desirable
• Expectations
exceeded
Suffers Survives Competes Differentiates Dominates
Impact of Experience
BusinessExperienceCustomer

Common Infrastructure Services
Social
Network
Social
Monitoring and
Engagement
Social
Data
Social
Marketing
Social
Sites
Oracle – Social Relationship Management

Daniel Burian, Oracle @ TMT.CustomerExperience'13

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