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The customer journey became more complex. Brand positioning is just the beginning. Customer Experience is the new differentiator. http://www.alfonsogadea.es/customer-experience-is-the-new-differentiator/
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IImprove your Customer Experience with Oracle Fusion MiddlewareOracle Fusion MiddlewareMartijn VlekSr Director FMWSr Director FMW Oracle EMEA
Safe Harbor Statement
The following is intended to outline our general product direction It isThe 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. y, p g p gThe development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2
II.Digital Adaption Drives New Business ChallengesNew Business Challenges
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3
Behaviours are Rapidly Evolving
St Peter’s Square Rome
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4
St. Peter s Square, Rome
Behaviours are Rapidly Evolving
Always SharingAlways Connected Always Aware
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5
Social AdaptionChanging Behaviors Mobile Transformation
CREATING MASSIVE
Harder To Differentiate, MASSIVE
DISRUPTIONSCompete And Win
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6
of consumers post negative comments to social sites
26%
EADING TO
comments to social sites after a bad experience.
LEADING TO UNINTENDEDof customers stop doing
b i ft b d
89%UNINTENDED RESULTS
business after one bad experience.
of employees today are not
69%
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7
of employees today are not engaged in their jobs.
http://www.oracle.com/us/products/applications/cust-exp-impact-report-epss-1560493.pdf
IIII.Customer Experience is the New Differentiatorthe New Differentiator
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8
86%of consumers will pay
86%of consumers will pay MORE for a better customer experience
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9 Source: Harris Interactive, Customer Experience Impact Report 2009-2011
cus·tom·er ex·pe·ri·ence
The sum of all experiences a consumer hasThe sum of all experiences a consumer has with a supplier of goods or services, over the duration of their relationship with that supplier.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10 http://en.wikipedia.org/wiki/Customer_experience
CREATING GREAT EXPERIENCES IS THE IMPERATIVEIS THE IMPERATIVE
AGENCY
WORKSITEEngage me Meet myDIRECT SALES
WORKSITEEngage me Everywhere
Meet my Expectations!
CONTACT CENTER
SOCIAL
TELE-MARKETING
MOBILEKnow me, Wow me!
Understand me, Reward me!
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11
WEB
The Goal: Aligning Brand Promise and Reality
BUYM k t & S ll
OWNS t & SMarket & Sell Support & Serve
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12
IIIIII.The Challenges Of Customer ExperienceCustomer Experience
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13
What Do Customers Expect from Great Experiences?p p
CONSISTENT VOICECONNECTED INTERACTIONSCONNECTED INTERACTIONSPERSONALIZED JOURNEYEFFICIENT SERVICEREWARDING RELATIONSHIPREWARDING RELATIONSHIP
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14
Today’s Customer Journeys are Complex
WEBCONT
NEED RESEARCH SELECT PURCHASE MAINTAIN
RECOMMENDRECEIVE
USE
Comparison SiteOrder Online Order OnlineWEBCONT
ACTCENT
ERIN-STOR
Visit Retail Store
Chat
Pickup Local StoreKiosk
Change Order
Browse
Call for Info about Add-on Accessories
CONTACTCENTER
IN-STORE
ECATALOGMOBI
LE W b S h
Product Info
Select Product
BrowseCatalog
CATALOG
MOBILELEEMAI
LSOCI
ALRead Reviews
Web Search
Ask Facebook FriendsFor Recommendations
Email Order Confirm w/Rec
Tweet AboutPurchase Experience
Ask for Help onCommunity Chat Room
SOCIAL
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15
AL Purchase Experience Community Chat Room
Bad Experiences Drive Customer Decisions
BUYM k t & S ll
OWNS t & SMarket & Sell Support & Serve
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16
Broken Journeys Drive Customers AwayNEED
RESEARCH SELECT PURCHASE MAINTAINRECOMMEND
RECEIVEUSE
Comparison SiteOrder Online Order OnlineWEB
Visit Retail Store
Chat
Pickup Local StoreKiosk
Change Order
Browse
Call for Info about Add-on Accessories
CONTACTCENTER
IN-STORE
W b S h
Product Info
Select Product
BrowseCatalog
CATALOG
MOBILE
Read Reviews
Web Search
Ask Facebook FriendsFor Recommendations
Email Order Confirm w/Rec
Tweet AboutPurchase Experience
Ask for Help onCommunity Chat Room
SOCIAL
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17
Purchase Experience Community Chat Room
CX is a Top Priority for EnterprisesBut there is a huge execution GapBut there is a huge execution Gap
38%91%Nearly all businesses
16%Only
38% Are just getting
started with a formalCX initiative
91% wish to be considered
a CX leader in their industry
16% Consider their
CX initiative to be advancedCX initiativeindustry to be advanced
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18 Source: “Global Insights on Succeeding in the Customer Experience Era,” February 2013
IVIV.Improving Customer ExperienceExperience
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19
Improving CX 1: Identify and Solve weak points
BUYM k t & S ll
OWNS t & SMarket & Sell Support & Serve
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20
Improving CX 2: Enable seamless journeys
WEBCONT
NEED RESEARCH SELECT PURCHASE MAINTAIN
RECOMMENDRECEIVE
USE
Comparison SiteOrder Online Order OnlineWEB
NEEDRESEARCH SELECT PURCHASE MAINTAIN
RECOMMENDRECEIVE
USE
WEBCONTACT
CENTERIN-
STORVisit Retail Store
Chat
Pickup Local StoreKiosk
Change Order
Browse
Call for Info about Add-on Accessories
CONTACTCENTER
IN-STORE
CONTACTCENTER
IN-STORE
ECATALOGMOBI
LE W b S h
Product Info
Select Product
BrowseCatalog
CATALOG
MOBILE
CATALOG
MOBILELEEMAI
LSOCI
ALRead Reviews
Web Search
Ask Facebook FriendsFor Recommendations
Email Order Confirm w/Rec
Tweet AboutPurchase Experience
Ask for Help onCommunity Chat Room
SOCIAL
SOCIAL
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21
AL Purchase Experience Community Chat Room
VV.The Benefits Of Customer ExperienceCustomer Experience
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22
Experiences Drive Business Value
BUYMarket & Sell
OWNSupport & Serve
CX = A + R + EAcquisition Retention Efficiency
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.23
Leverage InvestmentsIncrease Sales Monetize RelationshipsCustomer Experience
Achieve Sustainable Business Growth & ProfitCX = A + R + E
RETENTION(MONETIZE RELATIONSHIPS)
ACQUISITION(INCREASE SALES)
EFFICIENCY (LEVERAGE INVESTMENTS)
INCREASEBRAND EQUITY
INCREASE SHARE OF WALLET
DRIVELOYALTY
INCREASE ROIC / EVA
INCREASE PRODUCTIVITY
GENERATE MOREOPPORTUNITIES
BRAND EQUITY
INCREASEMARKET SHARE
LOYALTY
DRIVE ADVOCACY
PRODUCTIVITY
DECREASE COST OF OPERATIONS
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24
Strategic Value
Fixing CX 1: Identify and Solve weak points
Fixing CX 2: Enable seamless journeys
Tactical improvements Clear effort, risk and benefits Quick win solutions
Strategic longterm program Transformational business change Multiple solutions and integrations
Oracle CX SolutionsOracle CX Solutions& Strategic CX Partners
Solution Specialists System Integrators Digital Agencies Business Consultancies
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25
Solution Specialists System Integrators Digital Agencies Business Consultancies
VIVI.Oracle enables Customer Experience LeadershipExperience Leadership
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.26
The Challenge to enable seamless journeys
Cross-Channel & Cross-Device User Engagement with WebCenterCross-Channel & Cross-Device User Engagement with WebCenter
Process-, Service- & Data-IntegrationOracle Fusion Middleware
Process-, Service- & Data-IntegrationOracle Fusion Middleware
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.27
Engineeredto work together
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.28
Engineered to work together
Oracle Applications
FusionApplications
Third Party Applications
Oracle F sion Middle areOracle Fusion Middleware
Business Process M
ContentM
BusinessI lli
Web Social MobileUser Engagement
Management Management Intelligence
Identity Management & Security
Service Integration Data Integration
Development Tools
Cloud Application Foundation
Enterprise Management
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.29
Oracle CX Portfolio
I C t t
MobileSocial
In Store
Contact Center Field
Service Direct Sales
Channel Web
CX for Marketing
CX for Marketing
CX for Commerce
CX for Commerce
CX forSalesCX forSales
CX forServiceCX for
Service
SalesWeb
CX FoundationCX Foundation
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.30
VIIVII.Seamless Online Cross ChannelCross Channel Customer Experience with Oracle WebCenter
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.31
Engage. Empower. Extend.Connect the Online Customer Experience with Oracle WebCenterConnect the Online Customer Experience with Oracle WebCenter
ENGAGE EMPOWER EXTENDENGAGEYour Customers with
Relevant, Interactive, multi-channel Experiences
EMPOWERYour Business to Deliver
Engaging Online Customer Experiences
EXTENDThe Experience Through
Integration with Other Customer Experience Apps
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.32
MULTI-CHANNEL
RELEVANT AND PERSONALIZED
ENGAGE YOUR CUSTOMERS
SOCIAL AND INTERACTIVE
MULTILINGUAL
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.33
Multi-channelEngage Customers Consistently Across Web and Mobile ChannelsEngage Customers Consistently Across Web and Mobile Channels
• Manage traditional and mobile websites gfrom the same business user interface
• Reuse content and layouts from the traditional web presence
• Easily optimize for thousands of mobile device types
• Enable location-based services• Offer comprehensive video and rich media
support
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.39
Multi-channelEngage Employees by providing Real time informationEngage Employees by providing Real time information
• SNCF is one of the world’s largest rail goperators, running more than 15,000 trains over nearly 20,000 miles of track. No fewer than 16,000 train drivers are employed by SNCF to operate both passenger and freightSNCF to operate both passenger and freight trains in urban and rural settings Reuse content and layouts from the traditional web presenceSNCF t i d i t h t• SNCF train drivers can use a smartphone to perform essential tasks such as checking planned routes, driving trains and filing daily reports.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.40
• Running on Oracle ESB & Coherence
RelevantPersonalize the Site Visitor Experience with Targeting
Target content and campaigns to customers
Personalize the Site Visitor Experience with Targeting
Target content and campaigns to customers based on their attributes and behavior
Easily create visitor segments & recommendations with a flexible rules engineg
Base segmentation on implicit and/or explicit criteria
Target at a granular level based on visitorTarget at a granular level based on visitor membership in multiple segments
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.41
SocialEncourage Interaction Through Social Computing
• Create blogs and enable user-generated content (UGC) such as comments,
Encourage Interaction Through Social Computing
( ) ,reviews, ratings and polling
• Facilitate social participation by enabling visitors to log in with their Facebook or T i ID f h bTwitter IDs out-of-the-box
• Enable users to share content they like with Facebook and Twitter out-of-the-boxE t d i l h i d l i t 20+• Extend social sharing and log in to 20+ social networks
• Utilize UGC such as ratings or reviews to dynamically drive the content of your site
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.42
dynamically drive the content of your site
MultilingualEngage Customers in Their Native LanguageEngage Customers in Their Native Language
• Provide articles, pages and sites in multiple languageslanguages
• Manage multiple translations from the same business user interface
• Easily select and manage what to y gtranslate, when and by who
• Integrate with third-party automated, crowd-sourced, and expert translation services
• Deliver multilingual experiences across thousands of devices
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.43
SCALE COST EFFECTIVELY
MODERATE UGC CENTRALLY
GAIN INSIGHT WITH ANALYTICS
EMPOWER YOUR BUSINESS
EASE SITE AUTHORING
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.44
ScaleCost-effectively Grow Your Online Presence to Meet Global NeedsCost effectively Grow Your Online Presence to Meet Global Needs
St li d lti it & ltili l• Streamlined multisite & multilingual management
• High performance delivery of rich media driven sitesmedia driven sites
• Scalable dynamic delivery of personalized content
• Re use digital assets & other content• Re-use digital assets & other content across multiple sites
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.45
ModerateEasily Manage User-generated Content to Enterprise StandardsEasily Manage User generated Content to Enterprise Standards
• Encourage social interaction while• Encourage social interaction while safeguarding brand integrity
• Streamline the moderation of user comments and reviews
• Easily set various levels of manual, automatic and community based moderation
• Employ whitelists, blacklists, key word filters and flagging to automate moderation
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.46
AnalyzeLeverage Granular Content Analytics to Improve EngagementLeverage Granular Content Analytics to Improve Engagement
Track aggregate usage of content assets• Track aggregate usage of content assets across pages & sites
• Track effectiveness of targeted site content for user segmentsfor user segments
• Visualize results with in-context reporting• Understand site usage via behavioural
trackingt ac g• Access comprehensive reports or create
your own
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.47
CreateEmpower Business Users with Intuitive Authoring ToolsEmpower Business Users with Intuitive Authoring Tools
• Enable marketers and line of business• Enable marketers and line-of-business teams
• Simplify site creation and management• Reduce reliance on IT for day-to-day site• Reduce reliance on IT for day-to-day site
maintenance• Empower the business to deliver on
customer experience initiativesp
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.48
CreateEmpower Business Users with Intuitive Authoring ToolsEmpower Business Users with Intuitive Authoring Tools
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.49
AUTOMATE TARGETING
ENHANCE SEARCH AND NAVIGATION
ENABLE SELF-SERVICE
EXTEND THE EXPERIENCE
INTEGRATE COMMERCE
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.50
INTEGRATE COMMERCE
TargetOracle WebCenter Sites & Oracle Real-Time Decisions (RTD)Oracle WebCenter Sites & Oracle Real Time Decisions (RTD)
• Combines WebCenter Sites’ marketer-managed segmenting & RTD’s automated recommendations
• Displays the most effective content, pages & offers for different users on websites
WebCenterSites
• Automates multivariate testing & optimization so marketers learn what works in real time
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.51
NavigateOracle WebCenter Sites & Oracle EndecaOracle WebCenter Sites & Oracle Endeca
• Endeca delivers more precise, relevant & complete search results on WebCentercomplete search results on WebCenter Sites driven websites
• Enable site visitors to more effectively find information with guided navigationinformation with guided navigation
• Optimize search by indexing website content & pushing search results back into
C SWebCenter Sites• Embed faceted search & navigation within
the Sites contributor environment
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.52
ServiceOracle WebCenter Sites & Oracle WebCenter PortalOracle WebCenter Sites & Oracle WebCenter Portal
• Unify the online experience across• Unify the online experience across marketing & self-service sites:
• Cross-sell promotions & offers on your marketing site to customers via your self-marketing site to customers via your self-service site
• Embed dynamic web content into a self-service portalservice portal
• Integrate portlets within a marketing site to expose back-end application data
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.53
SellOracle WebCenter Sites & Oracle ATG CommerceOracle WebCenter Sites & Oracle ATG Commerce
• Unify the online experience across k ti d i & d i itmarketing-driven & commerce-driven sites:
• Enable a rich commerce online experience & drive cross-sell & upsell with targeted promotions
• Transform your marketing-driven online experience with targeting, social computing, gadgets & mobile
• Integrate content & metadata between the two systems to present a unified product view to customers
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.54
SellOracle WebCenter Sites & Oracle ATG CommerceOracle WebCenter Sites & Oracle ATG Commerce
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.55
VIIIVIII.Five Visionary FMW Customer ExamplesFMW Customer Examples
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.56
AUTOMOTIVERemoving the Gap between Marketing and Products for unspoiled Product BondingAUTOMOTIVERemoving the Gap between Marketing and Products for unspoiled Product Bonding
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.57
OIL & GAS / UTILITIESOIL & GAS / UTILITIESOIL & GAS / UTILITIESSeamless Delivery Quality across Channels for Service and Loyalty
OIL & GAS / UTILITIESSeamless Delivery Quality across Channels for Service and Loyalty
Mobile WebsiteMobile Website Mobile AppMobile App
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.58
BANKINGBridging Online Marketing with eCommerce conceptsBANKINGBridging Online Marketing with eCommerce concepts
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.59
FINANCEAutomated Self Service Loan Application Saves Time
FINANCEAutomated Self Service Loan Application Saves Time
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.60
PUBLIC SERVICESPUBLIC SERVICES
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.61
Pursuing ultimate Citizen Service Satisfaction by means of PersonalizationPursuing ultimate Citizen Service Satisfaction by means of Personalization
VIIVII.Enabling Customer Experience at KPNExperience at KPN
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.62
Enabling Customer Experience at KPN
OVERVIEW
Based in The Netherlands, KPN is a leading telecommunications and IT service provider.The company offers internet The company offers internet, phone and cable TV services for the consumer market, as well as complete telecom and IT services for businessesfor businesses
Services are offered under multiple brands in Benelux and Germany
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.63
Enabling Customer Experience at KPN
GOALS & CHALLENGES
Has aggressive goals for improving customer satisfaction metrics and reputation ranking
Sought to reduce customer service Sought to reduce customer service calls and associated costs by improving online, billing, call center, and delivery experiences
Desired one online architecture Desired one online architecture that could enable a unified and engaging experience across multiple channels and brands
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.64
KPN Online StrategyPersonal dialogue on any digital online KPN channel on any deviceWe offer on any relevant website for KPN - KPN online channel - and / or device one consistent customer experience, which we always based on customer behavior and knowledge of the most relevant and smart - for KPN and VISITOR - information, inspiration, solutions, offers and services
Personal dialogue on any digital online KPN channel on any device
, p , ,
Same recognizable 1 customer experience – interactions – one formula , relevance andpersonalization on any device (desktop/laptop/tablet/smartphone) from one online architecture-
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.65
multisite, multibrand & cross channel ready.
KPN and Oracle CX Architecture
WEBLOGIC WEBCENTER IDENTITY PORTAL MGMT
E BUSINESS SIEBEL RIGHTNOW
SITES & CONTENT
E-BUSINESSSUITE
SIEBEL CRM
RIGHTNOW
BILL PRESENTMENT CUSTOMER & PRODUCT
ASSET DATA FAQs
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.66
KPN’s Multi-Channel StrategyCustomer experience anytime anyplace
KPN will connect there main channels (shops, personal sales)
Customer experience anytime, anyplace, anywhere and on any device
( p , p )by using one CX platform based on our Online Channel Webcenter Architecture.
Then KPN will be able to manage the customer interactions across channels by have onesingle version of the truth.
For 2013 the challenge is to connect Social CRMd k th t j d f M biland make the customer journeys ready for Mobile
Also making next steps for cross-channel integrationshops/retail/online/apps with our new media agents.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.67
Want to WOW your ycustomers? Engage Oracle in a free W b E iWeb Experience Innovation Workshop
Oracle enables personalized and highly relevant interactions throughout the customer lifecycle and across all channels
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.68
Join the ConversationEngage with Oracle Experts, share knowledge and experiences at your convenience. Keep up with Oracle WebCenter topics and trends AccessWebCenter topics and trends. Access Oracle WebCenter content easily, including events, webcasts, white papers and more.
facebook.com/webcenter
twitter.com/oraclewebcenter
blogs.oracle.com/webcenter slideshare.net/oraclewebcenter
linkd.in/ORCL_Social
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Questions?
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Copyright © 2013, Oracle and/or its affiliates. All rights reserved.71