profiting from great cross-channel customer experiences_final draft 2
TRANSCRIPT
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Profiting from Great Cross-Channel Customer Experiences
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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.
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• How did we get here?
• Why does this matter?
• What should I do?
• What can Oracle do to help?
Today’s Agenda
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Your Customers Have More Ways to Interact with Your Business than Ever Before
Store Call Center Field Service
MobileSocial Clienteling
Online
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Research Shop Buy Service
Buying Journey Has Become More Complex
Web
Contact Center
Social
Mobile
Store
SearchBrowse Product Info
Check Reviews
Save to Wish List
EmailConfirmation
Delivery notification
Call for Accessory
Information
Follow onPurchase
Rate and Recommend
Buy
© 2011 Oracle Corporation – Proprietary and Confidential
Loyalty Recognition
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But Today’s Customer Experience is often a Frustrating Disconnected Journey
In Store
Partners
Email / Web
Call Center
Mobile Field Sales
Community
“The recommendations and offers I receive are not
relevant for me.
“Why the sales associate in-store didn’t know what’s in
my Wishlist and what I bought last time?
“When I clicked the “Chat Now” the agent had no idea of what was in my
shopping cart?”
“Why can’t I return an item that I bought online, in-store?”
“Why can’t I check my order status from my
phone?”
“Wouldn’t it be nice if they recognized me for my business and
value?”
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DATA
LOGIC
ORDER CAPTURE
PRICING
PROMOTIONS
DATA
LOGIC
ORDER CAPTURE
PRICING
PROMOTIONS
DATA
LOGIC
ORDER CAPTURE
PRICING
PROMOTIONS
DATA
LOGIC
ORDER CAPTURE
PRICING
PROMOTIONS
DATA
LOGIC
ORDER CAPTURE
PRICING
PROMOTIONS
DATA
LOGIC
ORDER CAPTURE
PRICING
PROMOTIONS
Channel and Functional Silos Tend to Create Customer Frustration
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• How did we get here?
• Why does this matter?
Today’s Agenda
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Frustrated Customers Lead to Lost Revenue, Loyalty and Share of Wallet
50%Percentage of customers
dissatisfied with cross-channel experience1
Percentage of multi-channel customers that switch vendors after a single bad experience
CUSTOMER FRUSTRATION LOST REVENUE
$338 BillionRevenue lost by enterprises in 16 key
global economies due to customer defections and abandoned purchases
2
1Forrester , “Cross-Channel Design, One Channel Pair at a Time, January, 2009 2"The Cost of Poor Customer Service: The Economic Impact of the Customer Experience and Engagement in 16 Key Economies,“: international consumer survey from Genesys Labs in conjunction with Datamonitor/Ovum
59%
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Oracle Confidential InformationOracle Confidential Information
US$ Millions
Improving Customer Experience Drives Loyalty and Boosts Revenue
*Annual Revenue impact from 10-percentage point swing in Customer Experience Index
Source: Forrester Research, “Customer Experience Boosts Revenue”, Bruce Temkin, June 22, 2009*The increase in revenue include that from Additional purchases, Churn reduction and Word-of-mouth advocacy
$311 M
$305 M
$306 M
$298 M
$294 M
$260 M
$177 M
Wireless Carriers
Airlines
Banks
Insurance
Retailers
Health Plan
Hotels
$287 MInvestment Firms
Indu
strie
s
$0.0 $100.0 $200.0 $300.0
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“We surveyed 141 executives from large North American firms to find out about their customer experience endeavors.
…90% of respondents think that customer experience is very important for their companies and
…80% are trying to use it as an area of differentiation.”
Bruce Temkin, Forrester Research
The State of Customer Experience, 2010
Forrester Research
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• How did we get here?
• Why does this matter?
• What should I do?
Today’s Agenda
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Customer Experience is “Outside-In”!
CEM
Web MobilePoint-of-Sale Clienteling
Point of Sale
CloudCRM Retail eCommerce ERP
Outside
In
Out
Inside
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Develop a Superior Customer Experience StrategyBy Taking the Customer’s Perspective
The practice of designing customer interactions to meet or exceed expectations
at every possible opportunity while simultaneously reaching
your key business goals of attracting more customers,
increasing customer loyalty, and revenue
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Perfect Customer ExperienceWhere Brand Promise Meets Brand Execution
2: Outbound Specificity“Whenever you contact me, you respect my privacy and understand my preferences. Your messages are relevant and timed to perfection”
4: Contextual Recommendations“You understand my history, my current situation and my desired destination. Your recommendations are helpful, astute and non-invasive”
3: Location Services“Wherever I go, you understand and anticipate what is right for me, there and then. I take you everywhere. It’s fun and invaluable having you there”
6: Response-Action Coordination“You deliver on your promises.When you suggest an action, you follow it up, whatever the channel. You listen and act – it’s impressive”
5: Social Networking“I trust you. So do my friends. I enjoy being your advocate. I am glad to be part of your social network, and I am glad you are part of mine. I like you”
9: Engaging Service“Visiting your site, to manage my account or consider a purchase, is always helpful. You never hard sell. You often surprise and delight me.
7: Clienteling“My experience in your stores is smart, stylish and distinctive. Your staff are well-informed and use cool technology to make me feel special”
8: Loyalty Recognition“You recognise me and reward me. I appreciate the way you treat me. You make me feel special and you understand what makes me tick”
10: User Interface“Your brand is cool. Whatever the channel, the experience is fresh and compelling and unmistakable. I am proud to be your customer”
1: Cross-Channel“Your brand is consistent and trustworthy. You never drop the ball. Whatever the channel, you are there whenever and wherever I need you”
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• Connects customer information from all channels and systems
• Manages interactions consistently across all channels
• Unifies commerce, marketing, loyalty and service systems across all channels
• Provides personalized, choreographed customer journeys across all channels
• Integrates with back-end systems to create efficient end-to-end business processes
Companies Need a Solution That…
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• How did we get here?
• Why does this matter?
• What should I do?
• What can Oracle do to help?
Today’s Agenda
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Oracle’s Siebel CRMIndustry’s Most Complete CRM Suite
On Premise
Sales
Service
Marketing
Loyalty
Order Management
Incentive Compensation
Partner Relationship Management
Policy Automation
E-Billing
On Demand
Sales
Service
Marketing
Contact Center
Partner Relationship Management
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LEADER
Oracle Siebel CRM Leads the IndustryLeading Industry Analysts Agree
• 2010 Sales Force Automation MQ• 2010 Customer Service Contact Centers MQ• 2010 Field Service Management MQ• 2010 CRM Multichannel Campaign Management MQ• 2010 Social CRM MQ
• 2010 CRM Suites Customer Service Solutions Wave• 2010 CRM Suites for Large Organizations Wave• 2010 CRM Suites for Midsized Organizations Wave• 2009 Cross-Channel Campaign Management Wave
LEADER/STRONG PERFORMER
NOTE: Combined Rankings for Oracle Siebel CRM and Oracle CRM On Demand
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Merchant Control Unified Multi-Site Architecture™
Software IntegrationsContentProductsPromotionsCart
Oracle ATG Web Commerce 10Creating a Next Generation Commerce Experience
Business Users
Websites
Microsites
Mobilesites
Countrysites
In-store Sales Agent apps
Mobileapps
Kiosks
Merchant inspired user interface Create / Organize sites Template-driven Promotions Wizards
Multi-site framework Asset sharing across sites Enhanced Reference Store
Shared Assets
Websites
Microsites
Mobilesites
Countrysites
In-store Sales Agent apps
Mobileapps KiosksWeb
sitesCountry
sitesMicrosites
Mobileapps/sites
In-store Sales Agent appsSocial Kiosks
Brands
LEADER: 2010 eCommerce Wave LEADER: 2010 eCommerce MQ
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Oracle Buys FatWireCombination Creates the Most Comprehensive Web Experience Management Solution
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Oracle RTD
Oracle-ATG Cross-Channel Customer Experience Management Solution
Front Office
Oracle Siebel CRM
Order ManagementSales
ServiceMarketing
Loyalty
ATG
Commerce Personalization Engine
MerchandisingSearchandizing
Knowledge ManagementContent Management
OptimizationServices
Live HelpProduct Recommendations
Oracle E-Business Suite
Supply Chain Management
Advanced Supply Chain Planning
Inventory Optimization Global Order
Promising Order Management
Order Fulfillment
Back Office
Oracle Retail Suite
Planning and OptimizationMerchandising and Supply
Chain ManagementRetail Stores Operations
Cro
ss –
Cha
nnel
CEM
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