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New Generations of Customers – New Demands and Solutions in
Modern Client Relationship Management
Daniel Burian
CRM Presales Manager, Central Europe
Copyright ©2011 Oracle. All rights reserved.
Deliver a Superior Customer Experience.
―As long as repeat business is important, and as long as customers
have a chance to go somewhere else, employees must deliver high
levels of customer satisfaction for a company to be successful.‖– Claes Fornell, University of Michigan, Ross School of Business
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Copyright ©2011 Oracle. All rights reserved.
Service Matters More Than Ever Before
• 86% of customers will stop doing business with an
organization after one bad experience
• 82% of customers will tell their friends about their bad
service experience
• 60% of customers will pay more for better service
Source: Harris Interactive, 2009 Customer Experience Impact Report
Evolving Customer Journey
Comparison Site
GoogleSearch
FacebookFan Club
Visit Retail Store
Chat
Email Order Confirm w/Rec
Local Store
Share Experience on
TwitterRead Reviews
ReturnIn-store
TroubleshootOn Community
Product Info
Buy Online
Issue Complaint
Kiosk
Web
ContactCenter
In-Store
Complex Purchase Cycle Involving Many Interactions
Phone Order
Research Shop Buy ServicePickup
Catalog
MobileDevice
Social
BeginCatalogOrder
Browse Catalog
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Customer Advocacy
LCV – Lifetime Customer Value
CRV – Customer Referral Value
•In average it costs 5 times more to
acquire a new customer than to keep an
existing customer happy
• An increase in customer retention of
only 5 percent can lead to profit gains of
anywhere from 35 percent to 125 percent.
•The average unsatisfied customer will tell
three other people to avoid the company
•Customers who are happy enough to
recommend a product or service to others
contribute an astonishing 25 times their
LCV to the top line
Copyright ©2011 Oracle. All rights reserved.
Keep Your Customers Close
What matters most in customer ..(user) experience ?
• Convenience
• Speed
• Relevance
• Relationship
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Copyright ©2011 Oracle. All rights reserved.
Where past meets an obstacle
• Past approaches• Silo based customer support (per product)
• Limited channel support (out of availability, out of access)
• “Thank you” only information (let me switch you to …)
• Hard to understand business processes
• Lengthy IVR trees
• New perspective• Simplicity
• Customer friendly, experience driven
• Goal oriented, transparent to customer
• Consistent customer experience regardless the channel
Convenience
Copyright ©2011 Oracle. All rights reserved.
Channel strategy and Customer Value
Convenience
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Oracle CRM Desktop
CRM data and process in Outlook
• Users live in Microsoft Outlook
• Require ability to manage
subset of CRM data to support
day-to-day tasks
• manage calendar, contacts,
and email back to CRM
• keep calendar and contact
data in sync between MS
Outlook & Notes and the CRM
CRM Desktop bridges the gap between how users work and how enterprise applications work
Convenience
Copyright ©2011 Oracle. All rights reserved.
Streamline Operations.
―Continuing to invest in streamlining contact with your customers —
through multichannel service and support, Web self-service, and
greater customer community interaction — can reduce your overall
costs while keeping customers happy.‖– Nucleus Research, Managing IT in an Economic Downturn
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Empower Users - Task Based UIMain Characteristics
• Wizard like User Interface
• Enables standardization of corporate
processes
• Improves product ease of use
• Forward\Backward navigation
• Target UI Content
• Improves efficiency and
productivity
• Pause and restart capabilities
• Next Steps
• Lowers training costs
• Automation of complex or repetitive tasks
• End-user tasks participate in long-
running business processes
• Universal Inbox integration
• Integration with long running workflow
process
Speed
Copyright ©2009, Oracle. All rights reserved.
Oracle Confidential
In the end, it is the best practice to provide Order capture
summary before the Order is committed
Order Capture – Task Based UI - Example
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Copyright ©2011 Oracle. All rights reserved.
Common Knowledge Base
Speed
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Copyright ©2011 Oracle. All rights reserved.
Customer Success - eBay
• Consolidate and Lower Cost of Support -
“Project Unify”
• Solutions• Siebel CRM
• Oracle CCA (Email, Chat)
• InQuira for Contact Centers
• InQuira for Web Self Service
• Results• 7 legacy knowledge systems consolidated into single platform
• Improved first contact resolution
• Improved cross-channel consistency of voice, email, chat and self-service
interactions
• Decreased cost of maintaining & synchronizing multiple sources of
information
Copyright ©2011 Oracle. All rights reserved.
Customer Relevance
“Through 2012, more than 35 percent of the top 5,000 global
companies will regularly fail to make insightful decisions about
significant changes in their business and markets.”
Gartner
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Copyright ©2011 Oracle. All rights reserved.
• Embedded in CRM transactional system• Analytics results within a transactional Applet / View
Embedded Contextual Analytics
Relevance
Copyright ©2011 Oracle. All rights reserved.
Agent/Manager.. Role Based Analytics
• Customer Insights in context
• Role KPIs
• Contextual Links
• Real-time warnings and
notification
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Analytic Workflows
Business
Objectives /
Issues
Gain
Insights
Take ActionSecure additional staffing
during campaign
Drill to Marketing Impact
on Performance
What campaigns are
running by product type?
What are the reasons
customers are calling for?
Are calls evenly distributed
across call centers?
Is Service Level OK?
Ensure Contact Center
running smoothly
Copyright ©2011 Oracle. All rights reserved.
Allianz Tiriac (Romania)
Project Objectives:
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Copyright ©2011 Oracle. All rights reserved.
Allianz Tiriac – Solution
Siebel CRM, Siebel Data Quality, Siebel integration with Callcenter, Oracle BI Applications
2 core systems integrated, Survey system, Email and Authentication (ADSI)
6 months
8 people from Oracle
10 people from Allianz (part time)
Copyright ©2011 Oracle. All rights reserved.
Relationship matters the most
“Social networking is increasing the velocity of trusted information
exchange and, in doing so, drives revenue acceleration...” Rachel Happe, Research Manager, Digital Business Economy, IDC
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Copyright ©2011 Oracle. All rights reserved.
Customer Value Added Services
Relationship
Copyright ©2011 Oracle. All rights reserved.
Model for Customer Self-ServiceOracle e-Billing
E-Billing
Previous Payment
Summary
E-Billing
Current Statement
Summary
E-Billing
Next Payment &
Loyalty Oppty.
E-Billing
Unbilled Usage
Report by Type
E-Billing
Account / Service
Context
PredictiveUnbilled Usage vs. Plan
Targeted Offers based on
Profile & Usage
Customer ResolutionConsolidated Billing
Automated Dispute
PersonalizedConsumer & Business
Reporting
Interactive Business
Hierarchy & Analytics
Targeted FAQs and Offers
Relationship
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Loyalty is at the Heart of a Customer Centric Strategy
Loyalty
Customer 360 Personalized Commerce
Relationship MarketingCustomer Service
Know the Customer
Create valued offerings aligned with needs
Deliverworld-class, differentiated service
Create a
relevant dialogue
Relationship
Siebel Loyalty Customers
+90 companies across 10 industries have chosen Siebel Loyalty to enhance their customer relationships.
Oracle Confidential Information
Major
American
Domestic
Carrier
Major
Australian
Retailer
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Copyright ©2011 Oracle. All rights reserved.
Households Information
CRM OnDemand
Copyright ©2011 Oracle. All rights reserved.
Leading Companies Worldwide Use CRM
On Demand
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Hosted CRM from Oracle – CRM OnDemand
More Connected MobileSmartphone Access to CRM (OnDemand and Siebel)
Easy to use
– Focus on work optimized for a mobile device
– UI consistent with other device applications
Customizable deployment
– Customize without coding
– End-user personalization
Radically thinner client
– No sacrifices in the user experience
– Rapid uptake of new platforms
Standards-based
– Published APIs
– Commonly available tools
– HTTPS, SOAP, XML, JSON, etc.
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Business Process
Ad hoc, Easy
Bu
sin
ess S
tra
teg
y
Adaptive
Tra
nsfo
rmatio
nal
CRM OnDemand vs. CRM OnPremise (Siebel)Both powered by Oracle
Deep Process Integration,
Deep Functional Depth,
Sophisticated
CRM On Demand
Knowledge Worker
CRM On Premise
Transactional User
Tra
nsfo
rmatio
nal
Administration
Assistence
Investment
Bankers
Client
Manager
Relationship
ManagerBusiness
Development
Operations
Product
SpecialistsCall Center
Copyright ©2011 Oracle. All rights reserved.
Customer-Driven
Social Media
Cloud Computing
Mobility
Real-Time Decisions
Cross-Channel
CRM MegatrendsShifting How Business Is Done
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Copyright ©2011 Oracle. All rights reserved.
Theme Conclusion
• The New Generation Demands and Value
• Up-sell and Cross-Sell works well for happy customers
• Customer Advocacy drives company long term future
• 4 play composite in customer advocacy
• Convenience
• Speed
• Relevance
• Relationship
• CRM plays essential role to drive profitability
• ….. And Oracle can help you to deliver
Copyright ©2011 Oracle. All rights reserved.
We have been discussing
• Siebel CRM (and industry releases)
• CRM Desktop (MS Outlook Interface)
• CRM OnDemand
• Fusion Mobile CRM (Apple, Blackberry)
• Siebel Loyalty
• Oracle Business Intelligence Applications
• Siebel eBilling
• … and Oracle has much more to offer
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Interested in Oracle CRM ?
• www.oracle.com/crm
• www.crmondemand.com
• YOUtube (Oracle CRM, Oracle CRM On Demand)
• Send an email to Egle Bulotiene ([email protected])
• … or myself [email protected]