finding method in madness: understanding customer data...head of customer insight how can we use...

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |

Finding Method in Madness: Understanding Customer Data

Ratnesh Mehra Customer Experience Strategy Director, ORACLE APAC 2nd Feb 2018

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

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Copyright © 2017, Oracle and/or its affiliates. All rights reserved.

Today’s Customers are

DRIVEN BY CHOICE


Today Customer Drive their own journeys

Oracle Confidential – Internal/Restricted/Highly Restricted 3

Brand Alone Isn’t Enough to Drive Consumer Behavior

Recommend

Serve

Use

Evaluate

Receive

Buy

Consider

Tuesday 11:00: Receive digital offer 12:50: Review e-commerce site 12:52: Check product ratings

Thursday 6:37: Research via search engine 7:50: Check consumer blog Friday 7:26: Visit store to view product 7:38: Inquire with in-store associate

11:00: Post on social 12:50: Submit Product Rating

Saturday 12:50: read packaging 12:50: evaluate design

11:00: Call Contact Centre 12:50: Submit e-mail

Monday 9:00: Text confirmation 2:35: Receive shipment

Saturday 1:45: purchase on e-commerce site 1:46: receive x-sell offer 1:50: share on social


What are key Customer centric Front-Line Business Challenges?


Head of Marketing & Brand Communications

VP of Customer Service Head of Merchandising

How to scale support across all channel with better service at

lower cost?

Head of Customer Insight

How can we use customer data to

optimize assortment, pricing, allocation, & replenishment across channels?

How do I find actionable customer

data? How do we best use historical vs.

predictive data?

How could digital/marketing

programs influence consumer behavior?


$

Conversion Relationship

Orchestrated

experiences deliver

5x higher conversion

Mass Market

Your customer data is your silver bullet for Revenue Increases


ACQUISITION

SOCIAL DATA BUSINESS DATA

RETENTION

Financial

Order Mgmt

2nd ERP

3nd ERP

Logistics

Supply Chain

Planning

Loyalty

Commerce

Service

Analytics

HR

CRM Listening Omni Channel & IoT

Social Data

Wearable

Machine to

Machine

NEST, Smart

Meter

Medical Device

Driving Vehicle

Data

IRI, Nielsen, …

Marketing

FRONT OFFICE

BACK OFFICE

USE & EXPERIENCE

1st Party Data

Marketing Activities

Agencies

ENGAGE & AMPLIFY

Promoters

Advocates

Community

Social Networks

FIRST PARTY DATA SECOND PARTY DATA THIRD PARTY DATA


CONNECTED DATA Modern Businesses Face Data Challenges

and Opportunity

OPERATIONAL

BUDGET REPORTS

ORDER INVOICE

TRANSACTIONAL

CUSTOMER

PRODUCT

MASTER

IOT

PERFORMANCE

USAGE

INTERESTS

PURCHASES

3rd PARTY

BEHAVIORAL

WEB CLICKS

POS


CONNECTED EXPERIENCE Delivering End to End Data and Insight Driven Customer Experiences

MARKETING COMMERCE SALES SERVICE

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Copyright © 2017, Oracle and/or its affiliates. All rights reserved. |

Aligned organisations grow company revenue at

64% greater rate

They average a

76% higher

contribution to revenue from marketing

• They increase organization-wide quota attainment at a

97% higher rate • year-over-year

How Aligned is your Customer Data!!


Invest in the journey, not just a campaign

2. Tailor my engagement based on past interactions

3. Personalize offer to my budget and needs

4. Keep the contracting process simple

7. Help me manage my services/spend

8. Share my experiences

1. Provide me with relevant and timely

information

5. Deliver right first time and every

time

6. Personalize my services on demand

BUY Market &

Sell

OW

N Support &

Serve


Meet..

Anita Young

Professional

Pre-Purchase Purchase Post-Purchase

Research Compare

Inquire

Nurture

Sign up

Social

Engage

Notifications

Info &

Stories

A 33 year-old married female living in Mumbai. Expecting her first child. And with her husband just started looking at options for Baby furniture


Is this her experience shopping with you?


She ignores multiple offers for products she already owns.

Marketing Lack of comprehensive insight

Although your website doesn’t appear in her search, she eventually finds it online.

Anita becomes very frustrated and Tweets her followers.

SHARE

“BAD EXPERIENCE!” - Anita Singh

Anita has questions about a few products but cannot find online assistance. Service No click to chat

The next day, a service associate calls Anita because the products are on back-order for 6 months. Commerce

No inventory integration

Anita Singh

Anita is frustrated with your website’s difficulty to select product options.

Commerce No tailored content / promotions

Anita searches for a mobile app but there isn’t one. Reluctantly, she places the items in her basket & checks out online.

Anita starts searching online for baby nursery options. She sees a variety of interesting retailers.

Commerce Search Engine Optimization

Mobility No consumer app


ART OF POSSIBLE

INTEGRATED CX EXPERIENCE FOR ANITA


Meet..

Anita Young

Professional

Pre-Purchase Purchase Post-Purchase

Research Compare

Inquire

Nurture

Sign up

Social

Engage

Notifications

Info &

Stories

A 33 year-old married female living in Mumbai. Expecting her first child. And with her husband just started looking at options for Baby furniture


She shares her panic with friends on Facebook and many provide advice


One friend forwards Anita a link to a new baby site on FirstCry.com


Anita feels with confidence as she browses the section


Jen is drawn to a relevant ad from LifeStyle Department Store


She drilldown to the LifeStyle site and is engaged with the relevant content


She watches a video and signs up for a Home Nursery Brochure


The next day Anita receives an email with nursery design ideas which she loves


She browses the ideas and is prompted to download the Nursery Design app


Anita uploads the room dimensions to the app and receives recommendations


Anita loves the furniture recommendations but wants to see them in-store


That weeRohand, Anita visits the Lifestyle store with her husband Raj


A store associate pulls up their online history, purchases and preferences

Name:

Anita


She notes the couples preferences and places their order

Name:

Anita


She can see that Raj has also been browsing online for a digital camera

Name: Raj


Raj confirms the camera will be used to take baby photos


The associate asks Raj if he would like to see the camera


The associate has access to rich collateral to inform Raj of key features

Name: Raj


Excited by the whole experience, Raj adds the camera to the order

Name: Raj


Raj and Anita pay for the products and leave the store


Raj shares his purchase with friends on Facebook

Raj


Within an hour, they receive an order confirmation and shipping date


The next day the products arrive at their apartment


Anita has a question about furniture assembly and needs help


She pulls up the mobile app and searches the knowledge base


She can’t quite find the answer so launches a chat session


The service agent walks her through the assembly

Anita


At the end of the session, the agent offers 10% off bedding that week

Anita


Anita loves the relevance and purchases a baby bedding set right away


Anita is thrilled with the nursery and shares on Twitter

Anita

@AnitNewMom


Buy


Offer compelling mobile experiences to shoppers

Provide shopping, service and inspiration anytime, anywhere

Deliver a scalable and agile mobile solution in the Cloud

Key Solution Capabilities

Increase Shopper Satisfaction

Increase Conversion Rates

Key Benefits

Oracle Marketing Cloud’s product strategy, execution ability, integration capabilities, and simple user interface met our expectations to address rising campaign velocity, variation, and volume. — Rajesh Garg – Group CFO, Landmark Group


Delivery


Provide shoppers with the information they want – on their channel of preference.

Make it easy for consumers to interact with you.

Increase operational efficiency with workflows that automate service.


Increase Customer Satisfaction & Loyalty

Reduce Operational Costs

Key Benefits

Oracle Service Cloud is the best fit for our multi-channel retail environment—helping us cut interaction time by 20% and achieve a 40% call deflection rate. The integration capability and out-of-the-box functionalities also surpassed offerings from Salesforce.com and Zendesk. — Vikram Bhat, Chief Product Officer, Aditya Birla Online Fashion Pvt., Ltd.


Customer Service


Deliver personalized service on a low-cost channel

Provide flexibility in meeting customer demands

Give service agents easy access to the right knowledge to meet customer expectations

Guide agents with step-by-step troubleshooting


Increase Service Agent Productivity

Increase Customer Satisfaction and Loyalty

Reduce Costs to Serve

Key Benefits

"Oracle RightNow helps us to cut down our complaint ratio down to less than 1 percent and 60% improvement in NPS- Fern N Petals


Advocacy


Give shoppers a platform to engage with your retail brand

Empower the customer’s voice to provide feedback and share experiences

Quickly and easily launch social campaigns to drive advocacy & brand awareness


Increase Reach

Increased Brand Awareness & Advocacy

Increase Customer Satisfaction & Loyalty

Key Benefits

Using Oracle Social to drive user generated content and responds to 50,000 social inquiries each day. - Petco

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 48

Modern Multi Channel Service: “Proactive Customer Care” Provide value at Each Customer Interaction, Direct or through Dealership for an Auto customer

“VERY HAPPY CUSTOMER!” Anita

Richard Service Marketing Manager

Anita – Auto Customer Rohan

Auto Dealer

Service rep Ashok is assigned to the ticket. He reviews' Anita's vehicle 360 view, call history and extended warranty details. The system recommends a Fuel system Service

Ashok checks for technician availability. Rohan a technician (dealership near her car) is available and schedules the job

Ashok Assigns the service Job to Rohan. Rohan reviews Anita’s profile , calls her to offer a pick-up and drop-off service and a hassle free loaner rental

Since the vehicle has 40KM, Rohan also provides a special offer a tire replacement & alignment bundle

Anita can login to her site and see the SR status and real-time ETA for the job

Rohan completes the job and fix a small dent on the side since it covered under the extended warranty

Ashok Call center agent

Richard can see Anita's survey result . He promotes Anita's social feedback

Rohan reaches out to those customers and offer them similar services

Anita is very happy and uses Care app to post a positive face-book post and submit the service survey

Rohan is alerted about other customers in his area that might face similar issue

1

Anita‘s notice a “Service engine soon “ message in her dashboard.

OEM detects the trouble code from the connected Vehicle data stream and create an SR and notify Anita


Support the Customer Journey with #SmarterCX

MA

RK

ET

PL

AC

E

CPQ SALES MARKETING COMMERCE SERVICE

INDUSTRY SOLUTIONS

ARTIFICIAL INTELLIGENCE

TRANSACTIONAL

MASTER IOT ANALYTICS DATA CLOUD BEHAVIORAL

BEHAVIORAL ANALYTICS

IOT ANALYTICS

ORACLE CX PLATFORM

CONNECTED DATA

CONNECTED INTELLIGENCE

CONNECTED EXPERIENCE

PLATFORM


Sales Automation Solution Set


SPM Cloud

Maximize

Performance

On-Boarding &

Coaching

Incentive

Compensation

Behavior Motivation

Performance

CPQ Cloud

Optimize Sales

Quotes

Increase Profitability

Streamline

Compliance

Decrease Quote

Time

Quote

Prospect Sales

Loyalty Cloud

Increase Loyalty

Retain & Acquire

Gain Insight

Drive Advocacy

Loyalty

Sales Cloud

Automate Sales

Territory Optimization

Lead & Opp

Management

Reporting & Analytics

Sales Automation

Unified Data

PRM Cloud

Manage Partners

Recruit & On-

Board

Engage & Plan

Deliver & Track

Results

Partner

Commerce Cloud

Drive eCommerce

Personalized

Engagement

Simple LOB

Management

Data-Driven Analytics

Commerce


Sales Automation Solution Set: B2C


WEB SHOP

DIGITAL ADS

EMAIL

WORD OF MOUTH

REVIEWS

SOCIAL

TV

SUPPORT PORTAL

CONTACT CENTER

WEB

RESEARCH DATA

REVIEWS

WEB SHOP

SALES DATA

RECEIVE OFFER

CONTACT CENTER

SELF

QUOTE

ACCOUNT

LIVE CHAT

SOCIAL

DATA ANALYSIS

PERSONA

EMAIL

WEB

SEARCH

CPQ TRENDS

PRM Cloud SPM Cloud CPQ Cloud Commerce Cloud Sales Cloud Loyalty Cloud

LOYALTY

LOYALTY

SERVICE COMMERCE

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 52

WEB SITE

EMAIL

REVIEWS

SOCIAL

TV

SUPPORT PORTAL

DIRECT SALES

WEB

BRANDED COMMUNITY

REVIEWS

SALES DATA

RECEIVE OFFER

CONTACT CENTER

ACCOUNT

LIVE CHAT

SOCIAL

DATA ANALYSIS

PERSONA

EMAIL

WEB

SEARCH

CPQ

CHANNEL SALES

TRENDS

CPQ

SPM

SALES

PRM

PRM Cloud SPM Cloud CPQ Cloud Commerce Cloud Sales Cloud Loyalty Cloud

LOYALTY

LOYALTY

COMMERCE

Sales Automation Solution Set: B2B


Oracle Service Cloud The platform for the Organic Channels

Our Vision is to create the platform to enable organizations to deploy any combinations of channels dynamically

Regardless of what new channel combinations may occur in the future

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential

Organic Channels Knowledge Driven Automation

Video Chat Smart Knowledge Connected Service

Messenger Platforms Virtual Assistant Robotics

Intelligent Routing Adaptive Intelligence Augmented Reality

Freelance Economy Dynamic Advice What’s Next?


ORACLE COMMERCE CLOUD

ORACLE SALES CLOUD

ORACLE MARKETING CLOUD

ORACLE SERVICE CLOUD

ORACLE SOCIAL CLOUD

Cross Channel Contact Center

Knowledge Management

Web Customer Service

Policy Automation

Service Cloud Platform

Field Service Management

The Oracle CX Portfolio


Oracle

BlueKai

Indian Data

–

300 MM

Profiles

Branded

Partner

Data

(includes

B2B)

Unbranded

Partner

Data

3rd Party Sources Over 3 billion global

Profiles

Largest Profiles in India

Geographic Demographic Interest Lifestyle

Behaviors Past Purchases Predictors

Autos Consumer Packaged Goods (CPG) Education Financial Products & Services

Retail Services Travel

Qualified Demographic

Real Estate Television

Oracle Data Cloud- The largest audience data marketplace in the world.


Connected Data

1st Party Data

Website

CRM

Email

Social Commer

ce

2nd Party Data

Data Sharing

Audience Data Marketplace

Intent Geograp

hy Interests

& Lifestyle

Demographic

Oracle Datalogix

Offline Purchase

Direct

Mail

Optimization & Insights

Oracle Maxymiser Marketing Cloud Analytics

Personalization

Predictive Analytics Offer Testing

Social Analytics

Cross-Channel Insight

Audience Analytics

Actionable Audience

Profile Retail Categories Retail Audience Profiles

Anonymous Profile

ORACLE MARKETING

CLOUD OFFERING

Open Platform

App Analytics

Recommendation

Engines

Cross-Channel

Preference Manageme

nt

Web Analytics

ICS Integration Layer

Intelligent Orchestration

Display Video TV Web Search Mobile Email Social Store

Oracle Cross-Channel Orchestration, Email and Content Marketing for Retail

Rapid Retargeter

Campaign Management System (integrations) Retail Program Templates

Digital Experience

Management

Oracle Commerce

Oracle WebCenter

Sites Oracle Micros

Oracle Social Marketing

Oracle Services

Cloud Oracle Loyalty

Integration

Known Profile

Oracle Data Management Platform


Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

Leads and Opportunities

Test Drive Planning

Accounts and Contacts

Order Creation in Siebel

Integration with SAP for Order execution

Integrated CX Solution at Mercedes Benz

LEADS FROM VARIOUS SOURCES

DEALERSHIP

SALES USER

PARTNER

SALES USER

SEAMLESS FLOW OF LEADS FROM CARWALA / CARDEKHO

TO THE LEAD MANAGEMENT SOLUTION

HASSLE FREE TEST DRIVE PLANNING INCLUDING

BLOCKING VEHICLES, TEST DRIVE FEEDBACK AND TEST

DRIVE REPORT

DETAILED ACTIVITY TRACKER FOR DEALER SALES REP

COMPLETE FINANCE OPTIONS CALCULATIONS

Activity Management

TEST DRIVE

BOOKING

Reports and Dashboards

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 58


• Largest Online Store for Flowers, Cakes, Plants & Gifts in India (www.fnp.com)

• Largest Flower Retailer chain in Asia, with 250+ Stores

• Introduced Cake retail chain – fnpCakes n more

• Second largest online gifting store in UAE (www.fnp.ae)

• Pioneered services like : 1 Hour Delivery, Mid-night Delivery, Fixed Time Delivery, Guitar services

• 500+ Cities Covered in India (Deep penetration in teir-2 and teir-3)

• International presence in 156 countries

Ferns N Petals (FNP)- Service Transformation


• Unified customer experience across all touch points

• Streamlined communication by building Cross channel Automation flows

• 15 min TAT in Social & 1 hour TAT for query/issue resolution at FNP

• User preferred delivery slots (real time information of availability)

• Being part of those special moments – Playing guitar at the time of Delivery for Birthday & Anniversary

• Occasion Reminder services – never forget occasions

• Real-time Order Tracking for all Stakeholders (Customer, Distribution Hub, CS Team)

Customer Experience/unique propositions - FNP


• Adopting the right platform and partner

• Identify customer (order history, interactions, demographics, need) across channels

• Unified view of customer

• Touch base customers through their most preferred channel and at most preferred time

• Marry offline store data with Omni-channel system to aim in-store personalization

Customer service transformation


• Complaint ratio down to < 1% from 3%.

• 60% improvement in NPS over past 2 yrs

• Delivery Re-attempts reduced by 42%

• Evolved from same day delivery to 1 hour delivery

Business Benefits from Service Transformation


Taj Group of Hotels- Travel Customer Journey

63

Inspire me, interest me

1

2

Help me find the right

information

3

Know my

interests and

what I want

Recognize me and

service me individually

4

Make my stay

convenient,

memorable and

enjoyable

5

Provide me with

timely and relevant

offers during my

stay

6

Let me share

my

experiences

7


Key Themes for the journey….

64

Know Your Guest

Understand & Engage Your Guests: Leverage guest data, historical information and big data sources to create better experiences and higher revenues Present One Hotel: Deliver a consistent and seamless experience across both physical and digital channels that’s durable and engaging


Key Themes for the journey….

65

Deliver As Promised

Listen for Feedback & Take Action: Be aware of guest opinions and reviews on the social channels and proactively address and use to influence business direction

Embrace Digital: Leverage technology to drive down costs, while increasing service and reliability to meet the demands of the modern guest


Key Customer Centric Objectives

66

To Total Guest Experience

Limited Insight: Not knowing the

guest and their journey makes it

difficult to personalize the experience

Power of Social: Reviews on social

channels are now a key part of a

guest’s selection criteria

Complex Marketplace: Growing

commoditization and competition

from intermediaries threatens control

of the customer and puts pressure on

margins

Industry Challenges Total Guest Experience

Understand & Engage Your Guests: Leverage guest data, historical information and big data sources to create better experiences and higher revenues Present One Hotel: Deliver a consistent and seamless experience across both physical and digital channels that’s durable and engaging

Listen for Feedback & Take Action: Be aware of guest opinions and reviews on the social channels and proactively address and use to influence business direction

Embrace Digital: Leverage technology to drive down costs, while increasing service and reliability to meet the demands of the modern guest

Brand Inconsistency: Disconnected

touch points prevents you from

presenting “one hotel” to your guests

finding method in madness: understanding customer data...head of customer insight how can we use...

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