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I Improve your Customer Experience with Oracle Fusion Middleware Oracle Fusion Middleware Martijn Vlek Sr Director FMW Sr Director FMW Oracle EMEA

Customer Experience the new differentiator

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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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Page 1: Customer Experience the new differentiator

IImprove your Customer Experience with Oracle Fusion MiddlewareOracle Fusion MiddlewareMartijn VlekSr Director FMWSr Director FMW Oracle EMEA

Page 2: Customer Experience the new differentiator

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

Page 3: Customer Experience the new differentiator

II.Digital Adaption Drives New Business ChallengesNew Business Challenges

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3

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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

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Behaviours are Rapidly Evolving

Always SharingAlways Connected Always Aware

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5

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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

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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

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IIII.Customer Experience is the New Differentiatorthe New Differentiator

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8

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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

Page 10: Customer Experience the new differentiator

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

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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

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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

Page 13: Customer Experience the new differentiator

IIIIII.The Challenges Of Customer ExperienceCustomer Experience

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13

Page 14: Customer Experience the new differentiator

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

Page 15: Customer Experience the new differentiator

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

EMAIL

SOCIAL

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15

AL Purchase Experience Community Chat Room

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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

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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

EMAIL

SOCIAL

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17

Purchase Experience Community Chat Room

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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

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IVIV.Improving Customer ExperienceExperience

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19

Page 20: Customer Experience the new differentiator

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

Page 21: Customer Experience the new differentiator

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

EMAIL

SOCIAL

EMAIL

SOCIAL

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21

AL Purchase Experience Community Chat Room

Page 22: Customer Experience the new differentiator

VV.The Benefits Of Customer ExperienceCustomer Experience

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22

Page 23: Customer Experience the new differentiator

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

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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

Page 25: Customer Experience the new differentiator

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

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VIVI.Oracle enables Customer Experience LeadershipExperience Leadership

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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

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Engineeredto work together

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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

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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

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Page 31: Customer Experience the new differentiator

VIIVII.Seamless Online Cross ChannelCross Channel Customer Experience with Oracle WebCenter

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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

Page 33: Customer Experience the new differentiator

MULTI-CHANNEL

RELEVANT AND PERSONALIZED

ENGAGE YOUR CUSTOMERS

SOCIAL AND INTERACTIVE

MULTILINGUAL

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.33

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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

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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.

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• Running on Oracle ESB & Coherence

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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

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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

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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

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Page 44: Customer Experience the new differentiator

SCALE COST EFFECTIVELY

MODERATE UGC CENTRALLY

GAIN INSIGHT WITH ANALYTICS

EMPOWER YOUR BUSINESS

EASE SITE AUTHORING

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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

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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

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Page 47: Customer Experience the new differentiator

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

Page 48: Customer Experience the new differentiator

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

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CreateEmpower Business Users with Intuitive Authoring ToolsEmpower Business Users with Intuitive Authoring Tools

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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

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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

Page 52: Customer Experience the new differentiator

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

Page 53: Customer Experience the new differentiator

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

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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

Page 55: Customer Experience the new differentiator

SellOracle WebCenter Sites & Oracle ATG CommerceOracle WebCenter Sites & Oracle ATG Commerce

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Page 56: Customer Experience the new differentiator

VIIIVIII.Five Visionary FMW Customer ExamplesFMW Customer Examples

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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

Page 58: Customer Experience the new differentiator

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

Page 59: Customer Experience the new differentiator

BANKINGBridging Online Marketing with eCommerce conceptsBANKINGBridging Online Marketing with eCommerce concepts

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.59

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FINANCEAutomated Self Service Loan Application Saves Time

FINANCEAutomated Self Service Loan Application Saves Time

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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

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VIIVII.Enabling Customer Experience at KPNExperience at KPN

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Page 63: Customer Experience the new differentiator

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

Page 64: Customer Experience the new differentiator

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

Page 65: Customer Experience the new differentiator

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.

Page 66: Customer Experience the new differentiator

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

Page 67: Customer Experience the new differentiator

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.

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Page 68: Customer Experience the new differentiator

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

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Page 69: Customer Experience the new differentiator

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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