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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 2
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
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 decisions. 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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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Customer-Centricity in the CloudModern Engagement for Empowered Customers
Candice MuellerSenior Director, Product MarketingOracle Customer Experience SolutionsNovember 12, 2015
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Transforming Perception & Engagement
Digital has Disrupted the Customer-Context
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Source: Neilson, Deloitte
“Access to information has transformed how customers perceive value and the types of relationships they want to have with companies.” - PWC
AWARENESS ADVOCACYREPURCHASEEVALUATION PURCHASE USAGE
Social
Print/TV
PPC
Direct Mail
PR
E-Book
Website
Webinar
Blog
Social
SEO
Sales
App
Catalogue
In-Store
E-Commerce
SMS
Community
Social
FAQ
Coupon
Sales
Website
Direct Mail
Reviews
Community
Social
Events
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
The Empowered Customer Journey
Customer Experience Trends of 2016
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of the consumer buying journey now spans 5 different channels – Google 90%
Digital Drives Empowerment
the average consumer spends conducting product research before a large purchase – GE Capital
79
of the traditional business buyer sales funnel is now self-guided – Forrester80%
days
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Empowered Customers have Changed the Rules
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Our connections matter most “
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 9
Brand awareness is not enough. You don’t need customers who are aware of your brand, you need customers who love you; and you need to love them back.
You need to connect right then and there. That means knowing what to do, and having the technology and capabilities that enable you to do it.
- Capgemini, 2015
Awareness Choice Transaction DeliveryAftersales
Care
Internet site
E-mail (such as newsletters, offers)
In-store technology(such as kiosks)
Phone(via call center)
Smartphones (specific apps)
Social media
Source: CapgeminiRanked on a scale of 1 to 5 where 1 = not at all important and 5 = extremely important
Customers Expect to Connect Anywhere, AnytimeEngagement Shifts from Awareness to Interaction
_ _
Importance of Digital Channels Across Purchase Cycle
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 10
60% of CEOs globally see changes in customer behavior as a top disruptive trend.
With new technologies entering the mainstream, more disruptors are expected. These offer businesses new and different opportunities for engaging with customers.– Marcus Lemonis
“
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Real Disruptors Create Meaningful Relationships with Customers
Technology Should Enable Value
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Welcome HomeRent unique places to stay from local
hosts in 190+ countries.
Securely share, sync, and collaborateDropbox Business is the secure file sharing and storage
solution that employees love and IT admins trusts.
Music for everyone.All the music you’ll ever need is right here. Your favorite
artists, albums and readymade playlists for every moment.
Apple apps have never been downloaded>60%
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 12
Nike dropped mass media spend in the US by 40% yet grew the company by $7 billion in three years.
Nike uses health data captured across device and platforms – such as the Apple iWatch, running apps, and online training clubs - to nudge consumers back to its digital platform, Nike Plus, day after day.
In 2015, Nike launched over 100,000 personalized videos to it’s top Nike+ users in it’s ‘Your Year with Nike’ campaign.
Nike’s Self-Sustaining Ecosystem for Branded Interactions
- Nike, Inc. 2015 Annual Report
“ Data means nothing if you don’t do something with it.” – Nike
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
How Digital Builds Better Relationships
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Unknown
Outbound Marketing
Customer Engagement
Known
Data-driven engagement builds 5 times more revenue – Aberdeen Group
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 14
Business Pressures to Grow Customer Love
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Increasing Channels
Commoditization
Data Volume
Social Power
Complexity
Competitiveness
GOINGUP
Brand Protection
Attention Span
Time-to-Market
Flexibility
Efficiency Gains
Margins
GOINGDOWN
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Competitive Advantage Now Starts with the Customer
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Age of Manufacturing
Age of Distribution
Age of Information Technology
Age of Connected Customers
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 16
Service
Executive
Sales
Marketing
Source: Deloitte, 2016
In 2016, the gap between customer-obsessed leaders and laggards will widen. - Forrester
Traditional CRM Digital CX
Online Mobile Apps
Influencers
Social
Service
Shop
Communication
Requiring a New Business Model
Collaboration
Strategy
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
What does it take to meaningfully engage technology-enabled customers?
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Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 18
Engagement is Unique
“ People do a million different things that can be classified as ‘engagement,’ but only five might really matter in terms of the drive to purchase. You need to look for that high-value engagement.” — Leon Barsoumian, Havas Media
There’s No Single Recipe for Success
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Understanding Context is Key to Engagement
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Contextual Interactions Deepen Your Value Exchange
How Context Changes Customer Engagement
Outbound
Targeting
Customer Segmentation
Media Schedules
Relevant Messages
Transactions
Interactions
Engaging
Customer Journeys
Moments
Contextual Actions
Value Exchanges
NOWBEFORE“Marketers are responding with shifts to digital interactions and will grow their digital media spend from 25% today to at least 35% of their total media budget by 2018.”
– Forrester, 2014 The Power of Customer-Context
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 20
Engage Customers in their Moments
What are the customer’s motivations?
What does the customer need?
What is their behavior?
What value can you provide?
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
- 2 Days + 2 Days- 2 Hours Flight + 2 Hours
Flight reminderMobile check-inReserve seatPre-order meal
Gate reminderDeparture TimeLounge AccessAirport Amenities
Mileage StatusReturn Trip ReminderCustomer Service
Meal DeliveryEntertainmentWi-FiArrival TimeDestination Info
Luggage BeltGround TransportNavigationInvite to Rewards
Meaningful Contextual Engagement in Customer Moments
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 22
At Oracle, we believe there should be value in every customer interaction.
We are here to rid the world of bad experiences.
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Unlocking Customer-Centricity
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Intelligent Engagement
CustomerObsession
Innovation & Agility
Your Processes
Your People
Your Platform
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
“It’s not enough to be present at every possible customer contact point. You have to understand the customer-context to maximize joint value – both for the customer and your brand.” KMPG, 2015
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Intelligent Engagement
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 25
“ We’ve always been about word-of-mouth marketing and strong local relationships with customers. Today, we do the same thing in the digital world. Our distributed marketing approach ensures that we present a consistent image on a national level while allowing the stores to promote events & special offers that appeal to their consumers at local levels.” ‒ Senior Digital Marketing Program Manager
Results:•Campaigns achieved twice the unique open rates•Four times the unique click through rates•Orchestrated digital and in-store marketing efforts for consistent customer interactions.
WholeFoods Finds Secret Ingredient for Customer Engagement
WholeFoods aligns marketing initiatives to it’s core values of satisfying and delighting customers. Using Oracle Marketing Cloud, WholeFoods was able to offer customers appealing content – that’s tailored and within easy reach on any device.
For example, the Health Starts Here program delivered automated online content to inform and educate clients – increasing engagement with the brand.
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 26
“In 2016, leaders will execute multidiscipline CX strategies to change internal operations – and drive a larger wedge between themselves and those executing CX tactics.” Forrester
Customer Obsession
Customer Collaboration
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 27
“ Customer experience is the new sales frontier. Our success is based on product strength and high quality customer-experience. That experience is determined in the contact center, and Oracle RightNow cloud-based customer-experience solutions help us provide a superior experience, every time.”
‒ Alex Marxer, President, ResortCom Intl.
Transitioned from a reactive, inbound customer contact model to a proactive, outbound communications approach, which enabled the company to better manage inquiry volumes, ensure a superior experience. Provided high levels of support without expanding customer-service team in the midst of a tenfold increase in business growth.
ResortCom Empowers Agents to Improve Customer Satisfaction
Results:•Reduced average incident response time from 48 hours to approximately 8 hours•Ensure a superior experience, reduce call volume by 10%, and saved approximately US$200,000 annually•Populated the knowledge base with more than 3,000 responses to frequently asked questions that customers can access via the website
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 28
“In 2016, traditional leaders will animate core points of differentiation to fight back against digital disruptors.” Forrester
Innovation & Agility
Agility, Security & Scalability
Simplified Integration
Application Innovation
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 29
“ Oracle is an extremely important partner to Marriott.com as a lot of our infrastructure, our search results, and a lot of what we do on the website is run through Oracle. It’s important to have the support of the Oracle team to the Marriott team to keep us moving forward in a positive direction” ‒ Tim Streightiff, Director of Information Resources, Marriott
Marriott wanted to improve the Personalization, Search and Navigation of its online services.
Having previously used Oracle Endeca technology to meet its business needs and push its platform forwards, Marriott implemented Oracle Commerce solutions to deliver a more accurate and personalized search and navigation experience.
Results:•Marriott.com now benefits from extra performance, scalability, and flexibility•Can now meet changing business demands more quickly and efficiently •Gained the ability to easily roll out new projects and streamline internal development processes
Marriott Offers Superior & Personalized Online Experiences
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Thank You
30
Let’s Engage Further:
“The customer’s perception
is your reality.”- Kate Zabriskie
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
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 decisions. 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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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 32
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
The Journey is Paved with Challenges
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BUSINESS MODELS STRUGGLE TO EVOLVE
CX Maturity Model
Source: Deloitte, 2015
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 35
Challenges
Internal silos & bureaucracy
Legacy of structure & functions
Making sense of data
Recruiting wholebrain people
Especially true for
UNDERPERFORMERS
Especially true for
OVERPERFORMERS
- Insights 2020
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
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 decisions. 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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Customer-Experience Isn’t a ‘One-Size-Fits-All’