customer-centricity in the cloud

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Customer-Centricity in the CloudModern Engagement for Empowered Customers

Candice MuellerSenior Director, Product MarketingOracle Customer Experience SolutionsNovember 12, 2015


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

E-mail

Social

Print/TV

PPC

Direct Mail

PR

E-Book

Website

Webinar

Blog

Social

SEO

Sales

App

Catalogue

In-Store

E-Commerce

SMS

E-mail

Community

Social

FAQ

Coupon

Sales

Website

Direct Mail

E-mail

E-mail

Reviews

Community

Social

Events


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

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Empowered Customers have Changed the Rules

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Our connections matter most “


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


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

“


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%


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


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

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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


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


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


What does it take to meaningfully engage technology-enabled customers?

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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


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


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?


- 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


At Oracle, we believe there should be value in every customer interaction.

We are here to rid the world of bad experiences.

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Unlocking Customer-Centricity

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Intelligent Engagement

CustomerObsession

Innovation & Agility

Your Processes

Your People

Your Platform


“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


“ 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.


“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


“ 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


“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


“ 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


Thank You

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Let’s Engage Further:

“The customer’s perception

is your reality.”- Kate Zabriskie




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The Journey is Paved with Challenges

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BUSINESS MODELS STRUGGLE TO EVOLVE

CX Maturity Model

Source: Deloitte, 2015


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




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Customer-Experience Isn’t a ‘One-Size-Fits-All’

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