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


Browse

Web Site

Comparison Site

Web

Search

Ask Facebook

Friends

Visit Branch

Chat

Email Order

Confirm w/Rec

Visit Branch

Tweet About

Purchase

Experience

Read Reviews Ask for Help on

Community Chat Room

Product Info

Order Online

Kiosk

Change Order

Select Product

Complete Order

Online

Call for Info about

Packaged Services

Research Select Buy Use Recommend

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

DIRECT MOBILE

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 Business TAKE 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 Behind TAKE 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 Expectations TAKE 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 Center Mobile 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

http://www.sprint.com/


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

http://www.pixmule.com/


Customer Successes


The Oracle Customer Experience Portfolio

Mobile

Social In Store Contact Center

Field Service

Direct Sales

Channel Sales Web

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

blogs.oracle.com/CX

youtube.com/OracleCX

twitter.com/OracleCX

facebook.com/OracleCustomerExperience

http://www.oracle.com/us/solutions/customer-experience/overview/index.html



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

Bu

sin

es

s

Exp

eri

en

ce

C

us

tom

er


Common Infrastructure Services

Social

Network

Social

Monitoring and

Engagement

Social

Data

Social

Marketing

Social

Sites

Oracle – Social Relationship Management

Date post:	13-Jan-2015
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