• <Insert Picture Here>

Eddie TsuiPrincipal Sales Consultant

Siebel Customer Experience Management for HospitalityRepositioning CRM in emerging architecture and platforms

Agenda

• Customer Experience Management Master • CRM Applications for Hotel & Casino

• VIP Management • Multi-channel Marketing • Loyalty Program

Safe Harbor Statement

The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decision. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

Selected Siebel CustomersProven Solution in large and multi country rollout

Financial Services Travel & HospitalityRetail

Other

Direct and/or IndirectConsistent Customer Experience

Call CenterOnline Host (Sales Force) Property

Casino Hotel Club / F&B Retail

Customer Experience ManagementCRM as an integration , social and emerging device platform

CRM

Integrated End-to-End Process

Mobile Community

BudgetingBudgeting

Siebel CRM

CRM Platform

OperationalSystems

AnalyticalSystems

ERP ERP

CRMCRM

Online AppsOnline Apps

Custom AppsCustom Apps

External Apps

External Apps

DWDW

BI &DatamartsBI &Datamarts

PlanningPlanning

Financial Consolidation

Financial Consolidation

UID & Cross-Ref

Services

Survivorship

Merge/Unmerge

Audit/History

Data Cleansing Data Matching

VisabilitySecurity Hierarchies

Privacy

AdvancedProfile

Contact Policy

Key Accounts

PrivacyPolicies Online Service

Marketing /Loyalty

Entities: Customers, prospects, accounts, members, referrals, family, household, corporate customer, position, role

Data Governance & Compliance

Most valuable customers (VIP Tier)

Most growable customers

Marginal

Unprofitable

KEEP

GROW share

of customer

Maximize profit, m

inimize cost

Divest

Mobility

E-channels

Direct mail

Telemarketer

In-person service reps

Hosts

Custo

mer

val

ue

Allocating communication channels according to the value of segments

Source: Peppers & Rogers Group

Customer Contact Strategy

Oracle Confidential Information

Personal Contact Management for HostFacilitating the top tier VIP

Value

(Customer identification happens through RFID or card reader or NFC chip on Susan’s mobile)

Oracle Confidential Information

Personal Contact Management for Host Facilitating the top tier VIP

• Arm hosts with rich customer profiles to:

• Provide Tailored Service

– help customers realize their needs and dreams

• Suggest service and offers based on visits history and preference

• Proactively manage top relationships – focus on

‘clients’ vs. sales

Value

Favorite Property Premium Hotel

Supreme Casino

Dining CityView Dining

Games BJ CrapsComplementary Free Deluxe (09-10/09)Macau Concert (2 Tickets)

Triple Bonus for Gold Tier

Macau Concert : 40% Off

Accept

Accept

Profile and Preferences Targeted Campaign

Recommendations

Search

Long inactive time ( Last visit :01/01/09)

Churn Alert

Inquiry on Musical Night ( 08/09/09)

Inquiry Alert

Ms. Susan Jones Since: 12 January, 2006

Prior Purchases Gold Tier

Annual Spend $2700Lifetime Value Top 5%

Airplane 01-May-2009

Supreme Deluxe Rm 12-Dec-2009

Cityview Dining 1-Jan-2010

Courtesy Benefits Valid Until

Alert Status

Oracle Confidential Information

Scheduled Customer Calls

Customer Contact Event/Offer

Kim Ronaldo +55 11 5267-6537 Macau Concert on 01/08/09 (Presales Offer)

Dustin Miller +55 11 5167-7834 Free Weekend Offer on 08/09

Rob Santos +55 11 4156-7803 Birthday Redemption Offer: 20,000 Pt Deluxe Room

Sandra Dalton +55 11 3335-1895 $500 Shopping Coupon as Anniversary Gift

Churn Management – Outbound promotion callProactively Build and Manage Relationships with the most valuable customers

Oracle Confidential Information 11

How best to serve? Next best activity

time

qual

ity o

f exp

erie

nce

Events / transactions / interactions

Moments of Truth

Insight-driven / behavioural triggers

Managing Customer Lifetime Cycle

How bestto reward?

Sell opportunity

Competitor locked-out

Churn risk

Visit lessStart Visiting

Complain

Respond to promotion

Try new service

Recommend to friend

Decrease monthly spend

Moments of Truth In A Lifetime of ValueProactive and Opportunistic Customer Management

12

Cultivate More Loyal and Profitable Customers

• Recognition• Personalized offers• Tailored Service

• Retention • Maximize on their budget

Customer Experience

Personalized Offers / Tailored

Service Loyalty

Company: • Recognizing customers at all

business and across all channels

• Unified communication policy and message

Customer: • Enjoy the same customer

experience at interaction all channels

=+Choose your reward

5% on your 2009-shopping

VIP Checkout Service

Gift Vouchers worth $50

Select

Selectl

Selectl

Suggested Offers / ServiceSpend over $1000during the 2008-Thanksgiving weekend and

Most valuable customers

Most growable customers

Marginal

Unprofitable

KEEP

GROW share

of customer

Maximize profit, m

inimize cost

Divest

Mobility

E-channels

Direct mail

Telemarketer

In-person service reps

Hosts

Custo

mer

val

ue

Allocating communication channels according to the value of segments

Source: Peppers & Rogers Group

Customer Contact Strategy

Oracle Confidential Information 14

November 24th 2008Bosses keeping best staff. .. More

I’d like more sugar-free… More

Sell a nice drink… More

YesterdayReward scheme is good . .. More

Is there splenda in coffee… More

Drive-Thru Performance…More

Last WeekHere’s product idea… More

Society tea was…More

Campaigns

Promotions

Offers

Segments

Siebel Marketing Program Manager Designer

Home

Create Promotions

Promotions Library

2008-Q4

2008-Q3

2008-Q2

2008-Q1

Member Acquisition Trend Member Acquisition by Channel

Promotion Name # Targeted Response Rev Uplift Blogs Customer Ratings

Referral Rewards 3.5 M 84%

Father’s Day Specials 366 K 64%

Thanksgiving Bonanza 2.4 M 54%

Happy Birthday! 5 M 42%

Promotion Tracker

Marketing Calendar

Tactic Name

Cross Sell Campaign

Win Back-Q2

Tradeshow Event

Time Window(Mths)

1 3 6 9 12View Campaigns Events All

Membership Growth by Tier

Q2 2008-Q3 2008-Q4News Feeds

Create CampaignCreate Campaign

Analysis

Create PromotionCreate Promotion Add WidgetsAdd Widgets

Industry Community Ideas

SearchSearch

- x

- x

- x

- x

My Homepage x

Siebel Marketing Program Manager

Provide monetary benefits..More

69%

14%

32%

42%

Powered by CommSpeak

Campaign Process - Dialogue Management

• Plan all aspects of multichannel marketing communications

Define

Campaign Define

Segments/Lists

AllocateTreatments

Schedule,Load & TestCampaign

ExecuteCampaign

Phase 2: Communicate outbound offers

Initial Campaign stage

Segment tree allocation to multiple campaign lists

Follow up campaign stages

Load & Launch the program and campaigns

Segmentationintegrated with

high performance BI

Campaign Dialogueintegrated with

Business Intelligence

Call Centre

integratedReal-Time Decisioning

Engine

Seamless Integration(Inbound / Outbound)

Tier Rewards

LoyaltyProgram

Tiers

PartnersTier

Classes

Transaction Processing

Key Components of a Loyalty Program

Member ServicePricing Rules

Member Attributes

Member Field Attributes

Transaction Attributes

Criteria Actions

Accrual RedemptionTier

AssessmentMemberServices

Points Loan

Tier Rules

Member Tier Attributes

Point Total Attributes

Accrual Rules

Point Expiration

Voucher Expiration

ProductsRedemption Pricing Rules

Product Attributes

Promotions

Partner Attributes

Custom Attributes

Promotions Metadata

Loyalty Rules

Framework

Point Transfer

Accrual Template

LoyaltyTerms

BillingSetup

ProgramOperations Rule

Members

Loyalty Assets

LoyaltyTransactions

ServiceRequests

SalesOrders

Activities

RecognitionLevels

Points Block

Point Types

• Quick Win Solution with implementation timeframe starting from 3 months

• Prebuilt with Analytics • Most comprehensive Customer

Experience Framework with prebuilt integration capability

Oracle-Siebel Complete Loyalty CRM Package

Oracle is the only company to provide a complete loyalty management solution integrated with world’s leading

CRM solution