Integrated CX in the Age of Discontent - paulwriter.com · Integrated CX in the Age of Discontent Meeting Skyrocketing Customer Expectations through #SmarterCX Wendy Hogan Customer

Integrated CX in the Age of DiscontentMeeting Skyrocketing Customer Expectations through #SmarterCX

Wendy HoganCustomer Experience & Marketing Strategy Director, ORACLE APAC@wendy_hogan#LetsTalkCX #SmarterCXJanuary 31, 2018

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Professor Scott Galloway

“Advertising is a Tax on the Poor”


Why CX MattersWE LIVE IN A CHANGED WORLD

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Copyright © 2018, Oracle and/or its affiliates. All rights reserved. Copyright © 2018, Oracle and/or its affiliates. All rights reserved. Copyright © 2017, Oracle and/or its affiliates. All rights reserved.

Today’sCustomers areDRIVEN BY CHOICE


Propelled by dynamic digital behaviour

• India will have 500m Internet users by June 2018; 64% Urban, 36% Rural population reach (IAMAI / KANTAR IMRB)

• Growth will come from local language and video

• Pictures are being used for talking

• Expectations moving from one-many to one-to-one, increasingly one-moment

• Voice search and interaction to dominate by 2020

USA


In India, brands are focused on investing in digital presence

“In 2017, brands in most industries scored highest on the same driver –easy to use websites and mobile apps” -Forrester CX Index India 2017


Delighting customers in the moment is becoming your business imperative and competitive advantage

Discover, compare, test-drive, easy finance, best service

Buying or Returning an Item

Make finance accessible and easy to transact

Easy to purchase, reasonable price, on-time service

Keeping services available 24/7, introducing new products

Regular upgrades, best model available, easy replacements


Invest in the journey, not just a campaign

2. Tailor my engagement based on past interactions

3. Personalize offer to my budget and needs

4. Keep the contracting process simple

7. Help me manage my services/spend

8. Share my experiences

1. Provide me with relevant and timely information

5. Deliver right first time and every time

6. Personalize my services on demand

BUY

Market & Sell

OWN

Support & Serve


BUSINESS TRANSFORMATION IN A DIGITAL ECONOMY

Reduce Information Silos

Single Source of Truth;

Limited data on Orders/Assets

History on Employees & Customers

Complete Solution That Delivers ROI

Omni-Channel

Digital

Single Platform, Fewer Vendors

Typical Business Needs

Predictive Insights

Better Visibility/Measurement

Real Time

Insights that Drive Action

Simplified Orchestration

Reduce redundant & manual efforts

Seamless Business Processes

Integrated

Ease of Adoption, No Training


Connecting experiences to move from Branding is Everything, to Everything is Branding -A Fragmented View Leads to A Fragmented Experience

Copyright © 2018, Oracle and/or its affiliates. All rights reserved. |

DISCONNECTEDINTELLIGENCE

Only 11% of marketers have high confidence in the

audience they’re targeting.

— Nielsen

DISCONNECTEDDATA

31% of companies have > 30 marketing vendors

— Econsultancy

DISCONNECTED EXPERIENCES

94% of customers discontinue communication with a company because of

irrelevant messages.

— Blue Research

Copyright © 2018, Oracle and/or its affiliates. All rights reserved. Copyright © 2018, Oracle and/or its affiliates. All rights reserved.

CONNECTEDEXPERIENCES

CONNECTEDINTELLIGENCE

CONNECTEDDATA

SMARTER CX

Copyright © 2018, Oracle and/or its affiliates. All rights reserved. Copyright © 2018, Oracle and/or its affiliates. All rights reserved. Copyright © 2017, Oracle and/or its affiliates. All rights reserved.

CONNECTED DATAModern Businesses Face Data Challenges

and Opportunity

OPERATIONAL

BUDGET REPORTS

ORDER INVOICE

TRANSACTIONAL

CUSTOMER PRODUCT

MASTER

IOT

PERFORMANCE USAGE

INTERESTS PURCHASES

3rd PARTY

BEHAVIORAL

WEB CLICKS POS


CONNECTED INTELLIGENCEGenerating Automated Customer Insight & Actions

ARTIFICALINTELLIGENCE

IOTANALYTICS

BEHAVIORALANALYTICS


CONNECTED EXPERIENCEDelivering End to End Data and Insight Driven Customer Experiences

MARKETING COMMERCE SALES SERVICE


Build to the Individual

IndividualizationStates Preferences, Behaviors + 3rd Party

Data + Other Systems Data

ContextualizationWhat customer behavior tells you

and how you react to it

PersonalizationWhat customers tell you

about themselves



Support the Customer Journey with #SmarterCX

MA

RK

ET

PLA

CE

CPQSALESMARKETING COMMERCE SERVICE

INDUSTRY SOLUTIONS

ARTIFICIAL INTELLIGENCE

TRANSACTIONALMASTER IOTANALYTICS DATA CLOUDBEHAVIORAL

BEHAVIORAL ANALYTICS

IOT ANALYTICS

ORACLE CX PLATFORM

CONNECTED DATA

CONNECTED INTELLIGENCE

CONNECTED EXPERIENCE

PLATFORM


Enabling real business outcomes

Faster Revenue Growth Rates

2-3x

in Revenue towards the top 15% of companies

in the next 5 years

$800 blnPersonalization ALONE will Shift

Companies That Personalize Effectively

Source: Boston Consulting Group


#SmarterCXin Action

Copyright © 2018, Oracle and/or its affiliates. All rights reserved. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |

Denon/Marantz uses customer data to transform their business

• Using IOT and 360 degree view of customer to drive product development

• Delivering proactive customer service globally

• Improved marketing results from targeted, focused campaigns


200kIOT DEVICES

ORACLE MARKETING CLOUD / SERVICE / SALES

SCOTT STRICKLAND – CIOWatch More

ORACLE IS HELPING US TRANSFORM OUR COMPANY AROUND DIGITAL MUSIC DELIVERY

https://www.youtube.com/watch?v=20hGeolrjUA


The leading audio / video company

Four key brands

Global manufacturing, sales, and marketing

Multiple retail partners

Private equity owned

…needed to transform to remain relevant


Consumption models changing to stored or streamed music

Traditional consumer demographic was aging up

New demographic was mobile device driven

RESPONSE

Create wireless music systems that leveraged cloud streaming services

Develop relevant mobile apps to control all D+M products


IoT (Internet of Things) products provided usage and location data

Integrating this data with ERP provides supply chain information

Adding in Service and Social provides a consumer profile

Feeding it to Marketing allows targeted campaigns

Using Sales allowed an understanding of the customer pipeline


Allows the Sales Team to:

Quantify their B2B relationship

Perform data driven sales calls

“Topgrade” sales representatives

Track all potential leads

…and lead the industry!

(via Sales Cloud)


Provided data driven marketing

Allowed analysis on product placement

Created a customized marketingcampaign using:

–CRM data

–Product usage data

–Sales data

–Marketing data

(via Marketing Cloud, IoT, and Datawarehousing)


Analyze product usage

Prioritize feature development and bug fix approaches via social feedback

Build products per actual usage and feedback

Target and leverage total product investment

(via Social Cloud and IoT)


Understand when customers are having issues

Analyze usage data to help troubleshoot

Build customer profiles

Allow customers to self-serve

Proactively reach out to solve issues

(Via Service Cloud and IoT)


Connecting all interactions with the Customer

ORACLE CX PLATFORM

Supporting IT and Business Needs

ANALYTICS CUSTOMAPPS

ENCRYPTIONPERSONALIZEIDENTITY SECURITY CONTENT ACCESSCOLLABORATION

Integrate Applications Personalize Build Apps

Innovate Faster


Transforming Industry

HI-TECH/INDUSTRIAL MANUFACTURING

AUTOMOTIVETELECOMM

CONSUMER GOODS/ RETAILBANKING

BUSINESSPROCESS

INTEGRATION DATASECURITY

PRICINGCOMPLIANCE INNOVATIONANALYTICS REPORTING CHANNELSDATAMODEL

USERINTERFACE

BUSINESSPOLICY


REVIEWS

RESEARCH

BUY

COMPAREPRICING

TRACKORDER

SOCIALMEDIA

PURCHASE

DELIVER

WEBCHAT

SEARCHKW/ADS

LEAD GEN

CONTACTS

ACCOUNTHISTORY

ORGSTRUCTURE

CONFIGURE PRICE QUOTE

CONTRACT

PROVISION

SHIPPING

SEND EBOOK

ACCOUNTPROFILE

TRANSFORMING B2C & B2B CX

Transformation

Confidential – Oracle

Beyond Technology

#LetstalkCXLet’s Connect:@wendy_hoganhttps://www.linkedin.com/in/wendyhogan/

https://www.linkedin.com/in/wendyhogan/

Documents

Integrated CX in the Age of Discontent - paulwriter.com · Integrated CX in the Age of Discontent Meeting Skyrocketing Customer Expectations through #SmarterCX Wendy Hogan Customer