connecting tomorrow’s customer experience, today...connecting tomorrow’s ustomer experience,...

Connecting Tomorrow’s Customer Experience, TodayModern Marketing through AI

IAB Forum, 12th November 2018

Stefano VarasiOracle Marketing Cloud

Experience Economy

Agrarian Economy

Extract

Commodities

Industrial Economy

Make

Goods

Service Economy

Deliver

Services

Experience Economy

Stage

Experiences

Experience Economy

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5

The Connected Customer Journey…

Copyright © 2018, Oracle and/or its affiliates. All rights reserved. | Confidential – Oracle Internal/Restricted/Highly Restricted

Browse Issue

Store

Buy

Communications Use

Advocate

6

Browse Issue

Store

Buy

Communications Use

Advocate

…Is Dead….Unpredictability (in real-time) is the new normal

7

Blind spots in the experience you provide your customers

are now everywhere

8Copyright © 2018, Oracle and/or its affiliates. All rights reserved. | Confidential – Oracle Internal/Restricted/Highly Restricted

When your customer expects you to know….

Browse Issue

How many of your customers do their own troubleshooting prior to calling your service deck?

73% of online adults say that valuing their time is the most important thing a company can do to provide good online customer experience

Re-active service model due to lack of customer

knowledge

!


When your customer is already frustrated…

Issue

Do your marketing campaigns know if a customeris having a product or service issue?

63% of US consumers have stopped doing business with a brand due to poor customer service

Communications

Poorly timed marketing messages infuriate unhappy customers

!


When your customer is actively engaged…

Issue

How many of your service agents know when to present the next best product for the customer they

are helping?

$62B Lost in sales due to poor customer service in the US — and £11 billion ($14 billion) in lost sales in the UK.

Buy

Missed upsell opportunities at

service interactions

!


When your most active customers are ready for more….

How effective are your marketing campaigns at knowing what your best customers want?

30% While three-quarters (75%) of organizations believe themselves to be customer-centric, only 30% of consumers agree

Communications Use

Lost expansion opportunities of high-

potential customers due to lack of targeting

!


When your most loyal customers become disengaged…

Communications

What % of your loyalty members are inactive because they aren’t aware of the benefits your

loyalty program provides?

81% of consumers are willing to pay for a better experience

Inactive loyalty members increase

due to lack of awareness

!

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Blind Spots Are Everywhere….and it only takes 1 bad experience to lose a valued customer


Browse IssueBuy

Communications

Advocate

Re-active service model due to lack of customer

knowledge

UseStore

!

Missed upsell opportunities at

service interactions

!

Poorly timed marketing messages infuriate

unhappy customers !

Lost expansion opportunities of high-

potential customers due to lack of targeting

!

Inactive loyalty members increase

due to lack of awareness

!


Today, Marketing professionals struggle with retaining and growing their most profitable customers

<Transactional>

<Social>

<Operational>

<Events>

<Behavioral>

<Devices>

<External>

<Sensor>

15

Why? Disconnected Experiences Makes This Challenging


Browse Issue

Store

Buy

Communications Use

Advocate


SolutionA Data-first Approach Centered on the Customer

Browse Issue

Store

Buy

Communications Use

Advocate

17

Improve Customer Satisfaction and Grow Customer Lifetime ValueBy winning the Battle for the Connected Customer Experience


Browse

Communications

Buy

Store

Issue

Use

Advocate

A Data-First Approach

18Copyright © 2018, Oracle and/or its affiliates. All rights reserved.

• Understand customers better than your competition

• Engage with your customers across all channels and devices

• Deliver the most consistent and relevant experience possible

<Transactional>

<Social>

<Operational>

<Events>

<Behavioral>

<Devices>

<External>

<Sensor>


FIND MORE CUSTOMERS THAT LOOK ALIKE

ACQUIRE

1

CONVERT

2

GROW

3

Anonymous Browsing

Product Holdings

Online Behaviors

POSTransactions

3rd Party Enrichment

Offline Interactions

Customer Demographics

Connected Customer Profile

Segmentation Orchestration Optimization

Anonymous Prospects Known Customers

Display Search Site Social EmailCall

CenterChatBots

AR / VR / VA

IoT

Connected Intelligence

Connected Data

Connected Experience


FIND MORE CUSTOMERS THAT LOOK ALIKE

ACQUIRE

1

CONVERT

2

GROW

3

Anonymous Prospects Known Customers

DMPBlueKai

MaxymiserEloqua(B2B)

InfinityAnalytics

CX AudienceCX Unity (CDP)

Responsys(B2C)

Segmentation Orchestration Optimization

Personalize B2C Marketing Across Channels at Scale

Create and Activate Anonymous Audiences

Measure & Fuel Marketing

Performance

Automate B2B & Account-Based

Marketing Programs

Optimize Customer

Experiences

Known Audience

Segmentation and Customer 360°

Target and Acquire Orchestrate and Engage Test and Personalize

22

Thank you

connecting tomorrow’s customer experience, today...connecting tomorrow’s ustomer experience,...

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