hpmc 2013 - oracle
TRANSCRIPT
11,000,000 VIEWS
+
NO RESPONSE FROM
UNITED
=
-10% STOCK VALUE
IN 4 DAYS
WHY CUSTOMER EXPERIENCE MATTERS
73% Friendly employees &
customer service representatives
55% Easy access to information & support
36% Personalized experiences like
knowing what customers have
bought in the past
WHAT MAKES CONSUMERS
FALL IN LOVE WITH A BRAND?
2011 Customer Experience Impact (CEI) Report , by Harris Interactive,
86% of customers would be
happy to pay 25% more
for a better customer
experience
BRANDS BENEFIT WHEN
CONSUMERS ARE HAPPY
1% of consumers feel that
their expectations for a good
customer experience are
always met
89% of consumers will begin doing business with a competitor
following 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)
WHEN EXPECTATIONS ARE NOT MET
BRANDS GET DUMPED
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 feeds
SCORNED CONSUMERS TELL
FACEBOOK AND TWITTER
FOLLOWERS
THE CHALLENGE OF CUSTOMER EXPERIENCE
THIS IS YOUR CUSTOMER
KATIE FROM NOW ON SHE CALLS THE SHOTS
WEB
CONTACT CENTER
IN-STORE
CATALOG
MOBILE
SOCIAL
NEED /
RESEARCH SELECT PURCHASE
MAINTAIN /
RECOMMEND
RECEIVE /
USE
A COMPLEX CUSTOMER JOURNEY CUSTOMERS DEMAND A BETTER EXPERIENCE
Read Reviews
Comparison Site
Web Search
Ask Facebook Friends
For Recommendations
Visit Retail Store
Chat
Email Order
Confirm w/Rec
Pickup Local Store
Tweet About
Purchase Experience
Ask for Help on
Community Chat Room
Product
Info
Order Online
Kiosk
Change Order
Select Product
Browse
Catalog
Order Online
Call for Info about
Add-on Accessories
Can’t their sales reps
see my web order?
The Other rep always
knows all my orders.
Why can’t I order an item online
and pick it up at my local store?
When I go online, I can’t easily
find what I need. It’s too
complicated to find my best
option
Why didn’t they send this mobile
coupon when I was still in the
store?
Wouldn’t it be nice if they
rewarded me for all the
friends I have referred?
When I clicked the “Chat Now”
the agent had no idea of what
was in my shopping cart?” IN-STORE
WEB
DIRECT MOBILE
SOCIAL
CALL CENTER
THE RESULTS: INCONSISTENT, DISCONNECTED, IMPERSONAL, INEFFICIENT AND TRANSACTIONAL CUSTOMER EXPERIENCE
Evaluate Your Organization’s Experience …and where you aspire to be
CX
1
CX
2
CX
3
CX
4
CX
5
Disruptive Distant Engaged Loyal Advocate
Frustrating Neutral Useful Valuable Meaningful
• Difficult, repetitive
• Inconsistent,
inaccurate
• Expectations unmet
• Usable
• Acceptable
• Low-to-no
expectations
• Easy
• Consistent
• Expectations
managed
• Convenient
• Quality
• Expectations met
• Personal
• Desirable
• Expectations
exceeded
Suffers Survives Competes Differentiates Dominates
Impact of Experience
Bu
sin
es
s
Exp
eri
en
ce
C
us
tom
er
Great Customer Experience in Telco
THE POWER OF ORACLE’S COMPLETE CUSTOMER EXPERIENCE (CX)
DELIVERING GREAT EXPERIENCES
THROUGHOUT THE CUSTOMER LIFECYCLE
BUY OWN Support & Serve Market & Sell
Recent Acquisitions Are Driving Oracle CX Leadership
ATG for Selling Based Experiences
Fatwire for Marketing Based Experiences
InQuira for Support Based Experiences
Endeca for Search Based Experiences
RightNow for Service Based Experiences
Vitrue&Collective Intellect for great Social Media Exp.
November 2010
June 2011
July 2011
October 2011
October 2011
June 2012
+
S
O
C
I
A
L
Experience Applications
Operational Applications
Data Management
I
N
S
I
G
H
T
Sociale media Web Sales office Call Center Mobile Tablet
Complete Customer Experience (CX) Framework Only Oracle Delivers an End-to-End Customer Lifecycle Solution
….other Social crashes
48 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Restricted
Oracle Social Complete, Best-of-Breed, Enterprise Grade
Employee
Social
Network
Social
Marketing
Social
Engagement
and
Monitoring
49 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Restricted
SHARE AND COLLABORATE
Social Network
Collaborate through real-time conversations and
document sharing
Share across your business with business
application and people feeds
Leverage relationships and make them accessible
Integrate into your business applications
50 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Restricted
LISTEN AND ENGAGE
Social Engagement and Monitoring
Understand what is important to your customers
Engage with your customers across channels
Auto-categorize signals and take action for
appropriate business functions
51 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Restricted
BUILD BRANDS ON SOCIAL
Social Marketing
Establish, build and grow brands via Social
Media
Increase customer relevance across paid,
owned and earned media
Integrate social seamlessly to your traditional
marketing channels
WHAT DOES A CUSTOMER
EXPECT IN A GREAT
EXPERIENCE?
CONSISTENT VOICE
CONNECTED INTERACTIONS
PERSONALIZED JOURNEY
EFFICIENT SERVICE
REWARDING RELATIONSHIP
