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Modern Business Summit – Coffee Break Cut
Day 3: Marketing, Sales, Service and Social in the Cloud
Customer experience in the digital age
Oracle.com
Oracle.com
36 million people will buy
something online today.
Steve Elsham, Senior Director,
CX Applications, Oracle
Digital disruption has affected us all
Oracle.com
The digital era is the biggest
change in human society since the
industrial revolution.
Matthew Guest,
Head of Digital Strategy,
Deloitte
Oracle.com
The way we interact and the way we
consume information has changed for ever
People want access to our product
on every device at any time. There
is no day and night.
Ruth Genelazo,
Head of Customer Services,
Moonpig.com
Oracle.com
51% of our help page enquiries
are now made on mobile or on app.
Stuart Concannon,
Director of Customer Care,
ASOS
Oracle.com
Consumers are now more mobile,
more social, more connected and
more empowered than ever before.
Beth Burns,
Principal Pre-Sales Consultant,
Oracle Marketing Cloud
And consumers are changing the way they
buy. Technology has empowered them
Oracle.com
Cold calls don’t work. 90%
of cold outreach is just ignored
completely.
Kevin Scott,
Head of Sales Solutions EMEA,
Oracle.com
Typically buyers are more than 60%
through their buying journey before
they engage a sales person.…
They are calling you for one thing
only: and that’s a price.
Kevin Scott,
Head of Sales Solutions EMEA,
Oracle.com
Loyalty cards don't make you loyal.
Pursue stickiness. It’s all about
behaviour – and tracking behaviour
gives you absolute facts.
Philip Graves,
Consumer Behaviour Consultant
Oracle.com
What we're really focusing on is customer success.
Joyce Boland,
Vice President Divisional SaaS Marketing EMEA,
Oracle
So we need to put the consumer at
the centre of everything we do
Buyers are now in control.
Andrew Freeman,
CEO,
CRM Technologies
Oracle.com
The most important thing about a
journey map is the customer
persona. You need to see it from
their perspective.
Matt Bateson,
CX Strategy Director,
Oracle
And we need to create great
customer experiences for them
Oracle.com
It's time to re-engineer our
businesses.
Matthew Guest,
Head of Digital Strategy,
Deloitte
Oracle.com
Take away impersonality. Make
customer experience easier, make
it better.
Neil McFarlane,
Managing Director,
TH March
Oracle.com
Listening to research is important,
but you need to factor in context –
people aren't very good at telling
you what they want.
We haven't changed much in 2,000
years, but our context has.
Philip Graves,
Consumer Behaviour Consultant
Understand your customers in context
Oracle.com
Our new context has changed:1. Our access to alternatives
2. Our access to information
3. What constitutes quick
4. Our faster changing habits
5. Tolerance of push marketing & services
6. Our expectation of personalised experiences
Philip Graves,
Consumer Behaviour Consultant
Oracle.com
If you can't see everything a
customer is doing in one place,
it's difficult to build an amazing
experience for them.
Sylvia Jensen,
Senior Director of EMEA Marketing,
Oracle Marketing Cloud
Oracle.com
Each customer needs an individual
and personalised service in the
help centre.
Stuart Concannon,
Director of Customer Care,
ASOS
Make it personal
Oracle.com
We focus so much on the
functional needs of our customers.
But there is an emotional need too.
Brian Curran,
VP Customer Experience Strategy and Design,
Oracle
Oracle.com
Nurturing should be like a
conversation. It's a gentle hand on
the shoulder rather than a push.
Andrew Freeman,
CEO,
CRM Technologies
Oracle.com
We need to be:
• Proactive
• Pre-emptive
• Predictive
Brian Curran,
VP Customer Experience Strategy and Design,
Oracle
And make it easy
Oracle.com
Be the easiest to buy from –
customers don't have to love you
Philip Graves,
Consumer Behaviour Consultant
Oracle.com
There is no privacy for
millennials – they're more
open and willing to share.
Brian Curran,
VP Customer Experience Strategy and Design,
Oracle
Especially when it comes to millenials
Oracle.com
Consumers have sold their
privacy to marketers and they
expect a great customer
experience in return.
Jon Stanesby,
Director Strategic Services EMEA,
Oracle Marketing Cloud
Oracle.com
Millennials want more channels
and more platforms. The market
isn't standing still – it needs
constant investment and
innovation.
Stuart Concannon,
Director of Customer Care,
ASOS
Oracle.com
You don't need to know
everything about the individual,
just their context.
David Lopes,
Director Customer Experience,
Oracle
But don’t get carried away
Oracle.com
What looks like an existential
crisis for a business, is an
opportunity to change.
Matthew Guest,
Head of Digital Strategy,
Deloitte
Your business has to transfrom to survive
Oracle.com
Oracle is going through a period of
fundamental transformation. Right
now, 65% of our products are
available in the cloud. By the end of
the year, that number will be 95%.
We’re evolving from a software
provider to a service provider.
Steve Elsham,
Senior Director, CX Applications,
Oracle
Oracle.com
With Oracle Service Cloud we can now
self-serve 91% of email enquiries.
Stuart Concannon,
Director of Customer Care,
ASOS
Companies need to change
their systems and processes…
Oracle.com
Changing from a legacy application
to an Oracle application offered us
a new level of transparency –
allowing us to uncover potentially
damaging findings.
Jeff Power,
Customer Experience Manager,
Paddy Power
Oracle.com
One of the only ways to make
more revenue from our customers
is to increase targeting and
personalisation.
Jon Stanesby,
Director Strategic Services EMEA,
Oracle Marketing Cloud
Oracle.com
The customer belongs to everyone
at the company. It’s everyone’s
shared responsibility to keep
them happy.
Ruth Genelazo,
Head of Customer Services,
Moonpig.com
…as well as their behaviour and culture
Oracle.com
In order to be fully effective,
you need co-operation between
business units – to achieve perspective
across the whole journey.
Philip Graves,
Consumer Behaviour Consultant
Oracle.com
Before, sales and marketing weren't talking the
same language.
Mark Newton,
Vice President, Applications, UK & Ireland Commercial Industries, Oracle
And sales and marketing departments
have to start working together
There needs to be a fundamental
transformation in the relationship between
sales and marketing.
Joyce Boland,
Vice President Divisional SaaS Marketing EMEA, Oracle
Oracle.com
As a CSO we need to align with the
CMO. There’s got to be alignment
there. How can they enable sales
to do a better job?
Mark Levinson
Service Director, Sales Operations Strategies,
Sirius Decisions
Oracle.com
As you try to innovate, you might
break the business. From that
point it's all about optimisation.
But to make a business better,
you need to break it.
Matthew Guest,
Head of Digital Strategy,
Deloitte
If you want to become a digital company
you have to innovate and experiment
Oracle.com
Before you start a transformation,
make sure you review current
behaviours to create yourself a
benchmark.
Philip Graves,
Consumer Behaviour Consultant
Oracle.com
Digital companies are 7x more
productive than traditional ones.
Matthew Guest,
Head of Digital Strategy,
Deloitte
But it's worth it
Oracle.com
You’re 51% more likely to hit quota
if you are a social seller.
Kevin Scott,
Head of Sales Solutions EMEA,
Oracle.com
Fail fast and fail often.
Analyse and adapt quickly. It's
better to try and adapt than not
try at all.
Neil McFarlane,
Managing Director,
TH March
And don't worry about failing
Oracle.com
There isn't any failure because
you're trying lots of things and
some of them are going to work.
Philip Graves,
Consumer Behaviour Consultant
Oracle.com
In the next 10 years 40%
of Fortune 500 companies
will be gone.
Matthew Guest,
Head of Digital Strategy,
Deloitte
The only risk is in failing to change
Oracle.com
It's not the strongest company
that survives, not the most
intelligent but the one most
responsive to change.
David Lopes,
Director, Customer Experience,
Oracle
Oracle.com
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