daniel burian, oracle @ tmt.customerexperience'13
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Social gets corporate: why Oracle acquired Customer Experience management tools? @ Daniel Burian, Oracle, presentation at TMT.CustomerExperience'13 WarsawTRANSCRIPT
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
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CX business drivers
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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
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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
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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
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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
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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
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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 …
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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
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WHAT DOES A CUSTOMER EXPECT IN A GREAT EXPERIENCE?
Consistent Voice
Connected Interactions
Personalized Journey
Efficient Service
Rewarding Relationship
Easy reach … everywhere
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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
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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
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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
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Essential call deflection on Self Service Oracle CommerceAT TELEFONICA O2 CZ
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eShop by Oracle Commerce in T-Mobile CZ
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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
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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
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Oracle Knowledge at Skype
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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
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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
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>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
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Multichannel at Vodafone CZ Customer Care on the web, mobile and FB
Powered by
Oracle RightNow
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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
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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
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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
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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
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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
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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
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Customer Successes
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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
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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
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Read blogs.oracle.com/CX
Watch youtube.com/OracleCX
Follow twitter.com/OracleCX
Join facebook.com/OracleCustomerExperience
Learn oracle.com/CustomerExperience
Stay Connected
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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
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Common Infrastructure Services
Social
Network
Social
Monitoring and
Engagement
Social
Data
Social
Marketing
Social
Sites
Oracle – Social Relationship Management