Oracle Gestire efficacemente i propri clienti attraverso le applicazioni di Customer Relationship Management

22/10/2012 La strategia CRM e l’approccio alla Customer Experience 1/38

Roberto ManzoliRoberto Manzoli

CRM Sales Consulting Manager – Oracle Italia

La strategia CRM e l’approccio alla Customer Experience:La strategia CRM e l’approccio alla Customer Experience:perché le aziende devono servire diversamente i propri clientiperché le aziende devono servire diversamente i propri clienti

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22/10/2012 La strategia CRM e l’approccio alla Customer Experience

La strategia CRM e l’approccio alla Customer Experience:

perché le aziende devono servire diversamente i propri clienti

Molti sostengono che quello che è noto oggi come Customer Relationship Customer Relationship

ManagementManagement stia diventando sempre di più una commodity. I processi di

business che sostengono il marketing, le vendite e il servizio al cliente sono

ormai ben conosciuti nelle loro dinamiche e le applicazioni progettate per

supportare tali funzioni sono sufficientemente articolate e il valore

apportato è ormai chiaramente compreso dalle organizzazioni. Dove si



apportato è ormai chiaramente compreso dalle organizzazioni. Dove si

genera reale differenziazione per il brand - e nuovo valore per il business

dell’azienda, sostenendone le vendite - è nello “spazio” fra i sistemi di CRM

e il cliente: sono le tecnologie e le piattaforme che è possibile implementare

fra i sistemi di CRM e il cliente a dare nuova forma a quella che chiamiamo

“Customer ExperienceCustomer Experience”.

Customer Experience Definition:

• "l'impronta" che lascia un servizio nell'esperienze del cliente

• L'insieme di "emozioni", "reazioni", "pratiche" e "benefici" diretti ed indiretti di un

Cliente mentre usa o riceve una applicazione.

• engagement

• Percorso di acquisto seguito dai clienti

• ascolto dei bisogni del cliente



• ascolto dei bisogni del cliente

• La capacità di un brand di coinvolgere il customer oltre il prodotto

• ASCOLTO

• livello di soddisfazione del cliente

• il servizio clienti

• Spostamento del consumatore verso nuovi approcci all'acquisto

• Semplicità

Customer Experience Definition:

“How customers perceive their interactions with your company.”

The customer experience must be useful (deliver value), usable (make it easy to find and

engage with the value), and enjoyable (emotionally engaging so that people want to use



engage with the value), and enjoyable (emotionally engaging so that people want to use

them).

“You've got to start with the customer experience and work back to the technology —

not the other way around.” – Steve Jobs

Delivering Great Experiences

Throughout the Customer Lifecycle



DIRECT SALESIN-STORE CONTACT CENTER FIELD SERVICE


Throughout the Customer Cross-Channel Journey



DIRECT SALESIN-STORE CONTACT CENTER

MOBILE SOCIALTABLETS KIOSKS

FIELD SERVICE

WEB


Why is it so important?

WHAT MAKES CONSUMERS

FALL IN LOVE WITH A BRAND?

89% of consumers will begin doing business with a competitor following

a bad customer experience

WHEN EXPECTATIONS ARE NOT MET

BRANDS GET DUMPED

73% Friendly employees &

customer service representatives



a bad customer experience

50% of customers will give businesses up to a week to respond to a

customer service question before they ‘break up’ with the

company (stop doing business with them)

customer service representatives

55% Easy access to information & support

36%Personalized experiences like knowing what customers have

bought in the past and service issues they’ve raised as well as

sending them timely, useful updates

Source - Harris Interactive: Customer Experience Impact Report 2011


Why is it so important?

25%

SCORNED CONSUMERS TELL

FACEBOOK AND TWITTER

FOLLOWERS



25%After a poor customer experience, more than a quarter of

consumers posted a negative comment on a social networking site

like Facebook or Twitter

79% of consumers who shared complaints about poor customer

experience online had their complaints ignored

21% who did get responses to complaints, more than 50% had positive

reactions and 22% posted a positive comment about the

organization to their feedsSource - Harris Interactive: Customer Experience Impact Report 2011

Oracle Customer Experience FrameworkOnly Oracle Delivers An End-to-end Customer Lifecycle Solution


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WEB

Oracle Web Commerce SolutionOracle Web Commerce Solution

Delivering Great Experiences:

Oracle Web Commerce SolutionOracle Web Commerce Solution


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Relevant ExperiencesRelevant Experiences

Flexible data anywhere

architecture powers cross

channel experiences with scale

and performance built for

commerce.

Strength of PlatformStrength of PlatformBusiness ControlBusiness Control

Catalog, site and customer

experience tools drive

consistency across Web,

mobile, social, and retail touch

points.

Combine customer experience

strategies to scale targeted,

dynamic selling environments.

Search / Navigation

Target to all based on explicit

context and intent



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Search / Navigation



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Segments

Get more targeted with what you

know

RecommendationsCross-sell, up-sell, and recommend the most

relevant product/service

Search / Navigation



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Segments ScenariosUse explicit interaction to

trigger targeting

RecommendationsSearch / Navigation

Delivering Great Experiences:Relevant experiences leveraging everything you know and learnRelevant experiences leveraging everything you know and learn


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Device Profile History Analytics Social Context / Clicks

Segments Scenarios

Delivering Great ExperiencesOracle Web Commerce SolutionOracle Web Commerce Solution


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DIRECT SALES

Oracle SFA SolutionOracle SFA Solution

Delivering Great ExperiencesDIRECT SALESOracle SFA SolutionOracle SFA Solution

IndustryIndustry--Specific Best Practice Enabled Sales ApplicationsSpecific Best Practice Enabled Sales Applications

MultiMulti--channelchannel

LeadLead

ManagementManagement

Opportunity Opportunity


&&

ForecastingForecasting

Global Global

AccountAccount


Contact Contact


Customer Customer

Order Order


PerformancePerformance


& Incentive & Incentive

CompensationCompensation

TerritoryTerritory

AlignmentAlignment

&&

OptimizationOptimization

PartnerPartner

RelationshipRelationship


Proven Sales Best Practices & MethodologiesProven Sales Best Practices & Methodologies


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Other Other

Operational & Operational &

Analytic SourcesAnalytic Sources

IVR Web CTI

Customer InteractionCustomer Interaction

SystemsSystems

SiebelOLTP

SiebelUCM

SiebelDW

Legacy Supply ChainFinancial HR

Operational SystemsOperational Systems

Deep Microsoft Office IntegrationDeep Microsoft Office Integration

Proven Sales Best Practices & MethodologiesProven Sales Best Practices & Methodologies

IndustryIndustry--Specific Reports & Embedded Analytics Specific Reports & Embedded Analytics

Middleware and Enterprise Data IntegrationMiddleware and Enterprise Data Integration

Delivering Great ExperiencesDIRECT SALESOracle SFA SolutionOracle SFA Solution


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CONTACT CENTER

Oracle Service & Marketing SolutionOracle Service & Marketing Solution

(Solution as a Service)(Solution as a Service)

Delivering Great ExperiencesOracle Service & Marketing SolutionOracle Service & Marketing Solution CONTACT CENTER


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CONTACT CENTER

Oracle Call Center & Web Self Service SolutionOracle Call Center & Web Self Service Solution

(Solution as a Service)(Solution as a Service)

Delivering Great ExperiencesOracle Call Center & Web Self ServiceOracle Call Center & Web Self Service CONTACT CENTER


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Oracle Oracle RightNowRightNow CX Cloud ServiceCX Cloud Service

SOLUTION OVERVIEWSOLUTION OVERVIEW



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Oracle Oracle RightNowRightNow WebWeb

• Oracle RightNow Intent Guide

• Oracle RightNow Web Self-Service

• Oracle RightNow Email

Management

• Oracle RightNow Chat

• Oracle RightNow Co-Browse

• Oracle RightNow Mobile

Web



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Oracle Oracle RightNowRightNow WebWeb

• Oracle RightNow Social Monitor

• Oracle RightNow Support Community

• Oracle RightNow Innovation Community

• Oracle RightNow Self-Service for

Facebook

Social



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Oracle Oracle RightNowRightNow Contact CenterContact Center

• Oracle RightNow Dynamic Agent Desktop

• Oracle RightNow Scripting

• Oracle RightNow Workflow

• Oracle RightNow Add-Ins

• Oracle RightNow Custom Objects

Contact Center



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Oracle Oracle RightNowRightNow EngageEngage

• Oracle RightNow Analytics

• Oracle RightNow Outreach

• Oracle RightNow Customer

Feedback

• Oracle RightNow Knowledge

Engage



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Oracle Oracle RightNowRightNow

Experience Cloud PlatformExperience Cloud Platform

• Oracle RightNow Cloud Platform

• Oracle RightNow Service Portal

• Oracle RightNow Cloud Service

Agreement

Cloud Platform



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WEB

Oracle Knowledge SolutionOracle Knowledge Solution

Multiple

Channels

Web Self-ServeImproves customer experience

and minimizes calls and escalations

Oracle Knowledge ApplicationsOracle Knowledge Applications

Knowledge Knowledge

PlatformPlatform

Delivering Great ExperiencesOracle Knowledge SolutionOracle Knowledge Solution


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Social CommunitiesHelps organizations tap social

channels as part of a

comprehensive, multi-channel

support strategy

Agent-Assisted ServiceImproves agent efficiency and

reduces customer wait times

Capture, create,

understand,

interact,

deliver

and

refine information

Delivering Great ExperiencesOracle Knowledge SolutionOracle Knowledge Solution

Clarify and Understand Customer’s Intent

Manage The Experience


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Harvest Community Knowledge

Product Guide

Categorized Answers

Diagnostic Wizards




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SOCIAL

Oracle Social Relationship Management (SRM) SolutionOracle Social Relationship Management (SRM) Solution

Delivering Great ExperiencesSOCIALOracle SRM SolutionOracle SRM Solution


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Visual

Designer

Social

Modules

Websites

API

Social

Markup

Language

Delivering Great ExperiencesSOCIALOracle SRM SolutionOracle SRM Solution


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La strategia CRM e l’approccio alla Customer Experience:

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Oracle Gestire efficacemente i propri clienti attraverso le applicazioni di Customer Relationship Management