Digital technology has heralded a new era of ultra-personalisation and given brands the ability to understand what each of their customers need and want. You'll have exclusive access to fresh insights based on new research from Fifth Quadrant and Oracle, which hasn't yet been shared with the market and sheds light on how Australian and New Zealand businesses are becoming smarter CX organisations.

1. The Age of Ultra
Personalisa2on
With hosts:
Kris2 Mansfield, CX Strategy & Transforma2on Director, APAC, Oracle and
Steve NuFall, Director of CX Research, FiIh Quadrant

2. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
Presented by,
KrisA Mansfield
CX Strategy & TransformaAon
Director, APAC
Oracle
Steve NuMall
Director of CX Research
FiPh Quadrant

3. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. 3
97% of organisa-ons who are CX leaders say they are delivering
a more predic-ve and personalised customer experience
- FiIh Quadrant & Oracle Research, Australia & NZ, May 2017

4. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
The CX challenge: Go-to-market and product
shiI to digital at the same 2me.
“Our ul'mate goal is to
build 1-1, in the moment,
seamless experiences. It
is exci'ng to learn from
our customers what they
really need.”
Marta Federici
Global Head, CRM

5. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
CX Journeys
McKinsey 2017
IMPORTANCE
SATISFACTION
Buy Product
Use Product
Support Case
Setup Account
It means digital makes CX a CxO challenge.

6. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
CX Journeys
IMPORTANCE
SATISFACTION
Buy Product
Use Product
Support Case
Setup Account
PuXng pressure on your business.
PlaXorm strategies
keep digital leaders
#agile
to disrupt with beMer CX
McKinsey 2017
10y Growth of Total Shareholder Returns for
Companies above/below average
Customer SaAsfacAon
Laggards
70%
S&P 500
100%
Leaders
400%

7. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
CX Journeys
IMPORTANCE
SATISFACTION
Buy Product
Use Product
Support Case
Setup Account
McKinsey 2017
10 year Total Shareholder Returns for
Companies above/below average
Customer SaAsfacAon
Laggards
70%
S&P 500
100%
Leaders
400%
The shiI, will you make it?
Put a Digital CX PlaXorm at the
heart of your operaAng model.
Unified Product & GTM
Customer Journeys
Agile Service
InnovaAon
Cloud Scale solves
Budget Constraints

8. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
Compe2tors Customer
Your Products
& Services
Think about it like this
Digital
Innovators
Digital
NaAve
Tech Savvy
Socially
Connected
Micro
Segments
Sharing
Economy
Emerging
Markets
IoT
Budget
Constraints
Loyalty
PersonalisaAon
Customer
Journey
ReputaAon

9. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
But what and how to deliver?
Compe2tors Customer
Your Products
& Services
Digital
Innovators
Digital
NaAve
Tech Savvy
Socially
Connected
Micro
Segments
Sharing
Economy
Emerging
Markets
IoT
Budget
Constraints
Loyalty
PersonalisaAon
Customer
Journey
ReputaAon
?

10. Deliver loyalty and value to
customers by offering
personalised CX through the
customer lifecycle.
The Mission

11. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
Customer
I NEED
I’M AWARE
I SHOP
I BUY
I INSTALL
I USE
I REVIEW
I SHARE

12. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
I NEED A
NEW CAR
I'M AWARE
OF HONDA
I VISIT
DEALERSHIPS
I BUY A NEW
HONDA
I IPICK UP MY
NEW HONDA
I DRIVE MY
HONDA
I REVIEW MY
EXPERIENCE
I SHARE MY
EXPERIENCE
Customer
Case
In point

13. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
For your considera2on
How do you rate your organisaAon’s ability to
deliver a high level of customer experience?
1. Well above average
2. Above average
3. Average
4. Below average
5. Well below average

14. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
Leaders Followers Laggards
Loyalty
PersonalisaAon
Customer
Journey
Customer Experience Maturity
400% 10 YR growth
62% report revenues >
industry average
97% say they are
delivering a
personalised CX
Customer-led, data-led
decision making
50-80% 10 YR growth
58% report revenues >
industry average
63% say they are
delivering personalised
CX
Moving toward customer-
led
<50% 10 YR growth
20% report revenues >
industry average
15% say they are
delivering a personalised
CX
Struggle with data & not
yet commiMed to
transformaAon
Source: FiPh Quadrant & Oracle research, May 2017; McKinsey study 2017, Puong customer experience at the heart of next-generaAon operaAng models

15. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
For your considera2on
Does your organisaAon have a data analyAcs
strategy?
1. Yes
2. No, but we are working on one
3. No

16. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
Leaders disrupt markets with radically new
offers and interacAons with customers, seong
the bar high for simplicity, personalisaAon and
interacAvity.

17. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
For your considera2on
How would you rate the performance of your organisaAon in delivering
a more predicAve and personalised customer experience?
1. Well above average
2. Above average
3. Average
4. Below average
5. Well below average

18. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
97%
84%
82%
79%
75%
Delivering a more predicAve
and personalised customer
experience
Combining customer data from
mulAple sources to inform our
sales and markeAng strategy
CreaAng accurate,
individualised profiles for each
customer
Channel integraAon
Combining data from all
channels touchpoints to
provide a single view of the
customer
Source: FiPh Quadrant & Oracle research, May 2017. Q19. Using a scale of 0 to 10 where 0 is a very poor performance and 10 is an excellent performance, how would
you rate the performance of your organisaAon in… Base n=282, CX Leaders n=61, CX Followers n=147, CX Laggards n=74
63%
59%
55%
50%
55%
Delivering a more predicAve
and personalised customer
experience
Combining customer data from
mulAple sources to inform our
sales and markeAng strategy
CreaAng accurate,
individualised profiles for each
customer
Channel integraAon
Combining data from all
channels touchpoints to
provide a single view of the
customer
15%
27%
19%
23%
20%
Delivering a more predicAve
and personalised customer
experience
Combining customer data from
mulAple sources to inform our
sales and markeAng strategy
CreaAng accurate,
individualised profiles for each
customer
Channel integraAon
Combining data from all
channels touchpoints to
provide a single view of the
customer
Laggards Followers Leaders
CX leaders clearly outperform on delivering personalised CX. Data management and analyAcs are central
enablers. CX Leaders have a significant compeAAve advantage over the other segments

19. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
Followers recognise the need for change. In
the midst of adaptaAon, followers are
invesAng in business transformaAon for
personalisaAon, simplicity, speed to market
and interacAvity with customers.

20. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
For your considera2on
Which data sources does your company find most difficult to
compile and use to build customer profiles?
1. Customer feedback streams
2. Social media data
3. Customer transacAon data
4. CRM data
5. Mobile device user generated data

21. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
36%
31%
25%
23%
16%
15%
15%
10%
Customer feedback streams
Social media data
CRM data
Mobile device user generated
data
Social network profiles
Web browsing data
Data generated by connected
devices and sensors
Customer transacAon data
CX Leaders businesses are most likely to acknowledge the difficulty of compiling customer feedback
streams to build customer profiles. Laggards struggle to get to grips with the basics of building profiles
around CRM and customer transacAon data
Q21. Which data sources does your company find most difficult to compile and use to build customer profiles?
Base n=282, CX Leaders n=61, CX Followers n=147, CX Laggards n=74
23%
28%
27%
19%
22%
20%
20%
28%
Customer feedback streams
Social media data
CRM data
Mobile device user generated
data
Social network profiles
Web browsing data
Data generated by connected
devices and sensors
Customer transacAon data
25%
18%
22%
19%
22%
18%
18%
22%
Customer feedback streams
Social media data
CRM data
Mobile device user generated
data
Social network profiles
Web browsing data
Data generated by connected
devices and sensors
Customer transacAon data
Most difficult data sources to compile and use to build customer profiles
Laggards Followers Leaders

22. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
Web Customer Service
Laggards are not yet commiFed to customer led
transformaAon. May not yet fully understand what
maMers to the customer – and what doesn’t. Customer
experience efforts may be focused on touchpoint
improvements.

23. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
28%
21%
13%
11%
8%
8%
7%
3%
Customer feedback streams
Customer transacAon data
Social media data
CRM data
Web browsing data
Social network profiles
Data generated by
connected devices and
sensors
Mobile device user
generated data
CX Leaders place a higher level of importance on customer feedback streams, demonstraAng they are
more acAvely embedding feedback, not just behavioural data when profiling
Q20. Please select which of the following data sources is the most important for your company to build customer profiles?
Base n=282, CX Leaders n=61, CX Followers n=147, CX Laggards n=74
16%
34%
7%
20%
8%
1%
5%
7%
Customer feedback
streams
Customer transacAon
data
Social media data
CRM data
Web browsing data
Social network profiles
Data generated by
connected devices and
sensors
Mobile device user
generated data
22%
22%
10%
20%
7%
6%
6%
7%
Customer feedback streams
Customer transacAon data
Social media data
CRM data
Web browsing data
Social network profiles
Data generated by
connected devices and
sensors
Mobile device user
generated data
Most important data source to build customer profiles
Laggards Followers Leaders

24. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
The Journey to #personalisa2on
PersonalisaAon
Customer

25. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
FIRST PARTY DATA SECOND PARTY DATA THIRD PARTY DATA
It all starts with #data

26. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
Sales MarkeAng Service
Partner
RelaAonship
Mgmt
Configure,
Price, and
Quote
Knowledge
Mgmt. Contact
Center
Field
Service
Service
Mgmt.
B2B
Mkg
B2C
Mkg
Data as a
Service
Social
listening
Content
MarkeAng Web Commerce
Customer
360
Loyalty
Mgmt
Policy
AutomaAon
Sales
Performance
Mgmt.
Omni
Channel
Service
SmarterCX capabili2es for data-led
personalisa2on

27. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
Resource
Constraints
Digital NaAve
Loyalty
IoT
Tech Savvy
Socially
Connected
PersonalisaAon
ReputaAon
Your #smarter CX toolset
Retain & Refer Service Experience Product Experience Awareness & AcquisiAon
Personalized
AdverAsing
OpAmized
Content
Digital Body
Language
Targeted
Offering
Open
Developer
PlaXorm
Product to CX
API Connect
Connected
Point of Sale
Connected
Intelligence
Digital
Engagement
Complaints
Management
Targeted
Upsell
Social
Engagement
Personalized
Offers
Loyalty
Program
Digital Buying
Experience
Mobile & IoT
Control
360° Customer Journey
Micro Segments
Oracle CX Cloud

28. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
3. Integrate and ac2on customer feedback and social media in real 2me
Roadmap for #personalisa2on
Business Impact
Horizon 1
Founda2on
4. Contact centre op2misa2on
2. Data analy2cs tools & visualisa2on
2. Smarter CX mobile apps
4. Knowledge management
2. Digital footprint & personalised content
1. Aggregate data sources for 360 degree view of customer
1. Marke2ng automa2on
3. Mobile op2misa2on
Horizon 2
Build value &
learn
Horizon 3
Customer &
data-led
4. MyChannel MSN, WeChat, WhatsApp service & sales
3. Chatbots & Virtual Personal Assistants
1. AI and IoT

29. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
FRONT
OFFICE
BACK
OFFICE
Customer
360° Customer Journey
Loyalty
Service
Commerce CRM
AnalyAcs OpAmised
Content
HR
Targeted
Offering
Financial Supply Chain
ERP LogisAcs
Planning
Knowledge
First party data Second party data Third party data

30. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
• How are your skillsets organised today?
• How should they be organised to make
a greater business impact?
• What skills can you develop?
• What are your gaps?
• What skills do you need to bring into the
organisaAon?
What skillsets will you need?

31. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
Customer
I NEED
I’M AWARE
I SHOP
I BUY
I INSTALL
I USE
I REVIEW
I SHARE
We help you take your next step
#Journey to Personalisa2on
ü White paper
ü Industry Research
ü Self assessment tool
ü Future skills sets
forum

32. Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
Need more informa2on?
Visit us:
oracle.com or fiIhquadrant.com.au
Kris2- kris2.mansfield@oracle.com
Steve - snuFall@fiIhquadrant.com.au