une expérience client complète solutions group pour le ... · •vision 360 ° client et avis...
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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Une expérience client complètepour le secteur automobile:L’expérience Service ModerneModerne, Personnalisée et Connectée
Global IndustrySolutions Group
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
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The 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. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
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Oracle Complete CX pour le secteur automobileLe Service Moderne
Oracle dans le secteur manufacturier
Solution industrie d’oracle et Cas d’usages
Et si vous pouviez …?
La vision d’Oracle
Challenges et tendances
Comment commencer ?
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Exemples de manufacturiers automobiles utilisant les applications Oracle
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Les challenges
Attirer un nouveau client
coute 5 fois plus cher que de
retenir un client existant
L’ACQUISITIONCLIENT 5X LA
RENTENTIONCLIENT
Source: Bain
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Les opportunités
de revenus additionnels peuvent résulté de
l’accroissement de 1 pourcent de la fidélisation
client grâce à une expérience client supérieure et un
renouvellement de véhicule
1.5 à 2.0 Milliard d’ Euros
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Les attentes clients envers le l’omni-canal
Oracle Confidential – Internal/Restricted/Highly Restricted 7
“Occupez vous de moi sur le canal de communication de mon choix”
64% des clients ayant accès aux
SMS préfèrent le texte a la voix pour contacter le service clients
Source: he Harris Poll, 2014
Un utilisateur sur trois de réseaux sociaux préfère une attention via ce canal que d’être contacté par téléphone
Source: Nielson, 2012
47% des utilisateurs de MEDIA SOCIAUX communiquent avec la marque VIA CES RESEAUX
Source: 2013 Loudhouse Omni-Channel Survey
DANS LES 6 DERNIERS MOIS, LES CLIENTS ONT ESSAYÉS DE RESOUDRE LEURS
PROBLEMES VIA….
Le centre d’appel
Les emails Le portailSelf-Service
Une visite en concession
54% 48% 27% 26%
ET VIA DE NOUVEAUX CANAUX….
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Et si vous pouviez…
• Engager un échange avec les clients sur tous les canaux ?
• Offrir un service de résolution de problème “one stop” unifié quels que soit les canaux ?
• Pro activement proposer de nouveaux services innovants ?
• Connecter les véhicules avec le cycle de vie client ?
Accroitre la satisfaction client, les revenus, et réduire les coûts de
service et garantie
Améliorer la satisfaction client, sa fidélisation et son implication avec
la marque grâce aux services
Améliorer le ratio de rachat de véhicule dans la marque, tout en
réduisant les coûts de service
Accroitre la part de revenus avec de nouveaux services, la ventes de
pièces détachés et d’accessoires
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Oracle Customer Experience : Vision pour le secteur automobile
Le Service Modernepour l’Auto
Le marketing et la vente Moderne pour le secteur Automobile
Connaitre Engager Servir
Des analyses d’intentions sophistiqués et
prédictives
Proposer de l’Omni-canal, Personnalisé & Connecté
Acquérir
Faire converger le Marketing digital et
physique
Créer des relations multicanales et faire de la
vente de valeur
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Le Service Moderne Oracle pour l’Auto
Le Service Modernepour l’Auto
Le marketing et la vente Moderne pour le secteur Automobile
Connaitre Engager Servir
Des analyses d’intentions sophistiqués et
prédictives
Proposer de l’Omni-canal, Personnalisé & Connecté
Acquérir
Faire converger le Marketing digital et
physique
Créer des relations multicanales et faire de la
vente de valeurs
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Le Service Moderne Oracle pour l’AutoDe nouvelles opportunités
Engager une relation multicanale
Connecter le véhicule avec le cycle de vie client
Proposer pro activement de nouveaux services innovants
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• Opportunités commerciale pour de nouveaux services, la vente de pièces et d’accessoires
• Opportunités de renforcer la satisfaction client
• Réseaux sociaux, Web, Chat, Discussion Vidéo, Mobile, Email, Centre d’appels et Concessionnaires
• Répondre aux nouvelles tendances et signaux faibles des comportements clients et d’usage des véhicules
• Faire des offres temps réels aux clients
Offrir un service de résolution deproblèmes multicanal “one stop”
4• Mettre en œuvre des processus “Lean”, intégrant tous les
canaux, la connaissance produits, services et clients pour une interaction optimale
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Le Service Moderne Oracle pour l’Auto
Personnalisé Moderne Connecté
Interactions personnalisées avec les
prospects et clients
Se connecter avec le consommateur sur le“canal de son choix”
Moderne, Applications Cloud, Time to Market
rapide, facile à déployer et à utiliser
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Le Service Moderne Oracle pour l’Auto – Cas d’usages
• Vision 360 ° Client et Avis clients
• Multicanal, Service basé sur la connaissance intégrée du client, des produits et services
• Services via les réseaux sociaux
• Personnalisation par les informations client
• Service orienté fidélisation
• Cycle du vie du service associé aux véhicules connectés
• Intégration de la voix du client, des usages et l’analyse des services
• Self-Service et Portail d’assistance Auto
• Retrouvez plus de détails dans la présentation Marketing et Vente Moderne Oracle pour l’Auto
• Retrouvez plus de détails dans la présentation Marketing et Vente Moderne Oracle pour l’Auto
• Retrouvez plus de détails dans la présentation Marketing et Vente Moderne Oracle pour l’Auto
Connaitre Engager Servir
Des analyses d’intentions sophistiqués et
prédictives
Proposer de l’Omni-canal, Personnalisé & Connecté
Acquérir
Faire converger le Marketing digital et
physique
Créer des relations multicanales et faire de la
vente de valeurs
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Le Service Moderne Oracle pour l’Auto – Cas d’usages
Know EngageAcquire Servir
Base de connaissance
embarqué dans les interactions
services pour du service premium
“one stop”
Utilisation des réseaux sociaux pour écouter et
répondre aux questions clients
Proposer de l’Omni-canal, Personnalisé & Connecté
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Vision 360° clientsPiloter la croissance de revenus service, pièces détachés et accessoires par une connaissance approfondie des avis clients
• Combine comprehensive customer profiles with 3rd
party behavioral, demographic and lifestyle consumer data, creating a compete view of the consumer
• Leverage cross-enterprise (i.e. sales, service, marketing transactions)and cross-channel data (i.e. mobile, social, online and in-store ) interactions
• Create aggregation point for enriched profile incorporating analytical and behavioral data
• CIOs and VPs of Service, Aftermarket Sales and Customer Experience are being tasked with providing next-generation customer intelligence insights
• Modern requirements require more than traditional “customer master” views, requiring extended behavioral, demographic and lifestyle related consumer
Challenges / Opportunites Solution
Customer Example
Toyota Motor Sales has augmented traditional CRM/MDM customer profile with rich 3rd Party DMP Data
Customer 360 Insights
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Cross-Channel, Knowledge-Enabled Customer ServiceProvide “one stop” service resolution on customer channel of choice
• Customer-centric capabilities to capture and
resolve service related issues across multiple
service channels (Phone, Web, Social, Chat, Email)
• Augment existing automotive phone-based call
centers with complete omni-channel capabilities
• Embedded knowledge management for customers,
call center agents and technical assistance agents
dramatically improves time to resolution
• COOs and VPs of Service and Customer Experience desiring the highest levels of customer care in the most cost-effective channels possible
• Consumers demand customer service on the channel of their choice (Phone, Web, Social, Chat, Email, etc.)
• Improve customer experience, lower cost of service
Challenges / Opportunities Solution
Customer Example
Mazda and Toyota et PSA have augmented phone-base contact centers with omni-channel capabilities
Cross-Channel Customer Service Experience
Drive consistent, high-quality
customer care across channels
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Socially-Enabled Customer ServiceEngage social users on their channel of choice
• Monitor and engage with customers on social
channels to identify and resolve service issues
• Route unresolved issues to contact center agent
for resolution, ensuring customer satisfaction
• Enable customer service organizations visibility to
socially trending issues on user forums and
corporate Social properties
• Publish service offers on social channels to
increase service, parts and accessories revenues
• VPs of Service and Customer Experience and Social Community Managers desire leveraging Social channels to:
‐ Listen to the “Voice of the Customer” to detect potential service issues
‐ Engage with customers to resolve service issues
‐ Publish offers over Social channels to generate new service revenues
Challenges / Opportunities Solution
Customer Example
General Motors created a Social Command Center to Listen, Engage and Resolve Customer Care issues
Listen for Issues
Engage to Resolve
Publish Service Offers
LeverageSocialChannels
Socially-Enabled Service
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Data-Driven Personalization for ServiceDrive engagement, conversion & revenue via personalized messaging, content & offers
• Create highly-granular customer profile
‐ Include online browsing behavior, demographic and
lifestyle characteristics
• Dynamically personalize marketing content,
messages and offers based on customer profile and
connected vehicle inputs
• Personalized and location-aware offers drive
vehicle service, parts and accessories sales
• VPs of Service, Sales and Customer Experience desire
leveraging all possible customer data to drive
personalized and relevant offers for vehicle service,
parts and accessory sales
• Connected Vehicle inputs provide new opportunities
to the drive relevancy of personalized offerings
Challenges / Opportunities Solution
Customer Example
GM OnStar and Hyundai use connected vehicle inputs to personalize the service experience
Data-Driven Personalization for Service
Drive Customer-Centric Messages and Offers
Across Channels
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Loyalty-Driven ServiceIncentive-driven service drives customer engagement and service-related revenues
• Customer-based Loyalty Programs create
differentiated service experiences and offers for
aftermarket service, parts and accessories
• Use Program points, recognition and awards to
influence the consumer during an online or in-
dealership interaction
• Create and manage Loyalty Programs, manage
redemption and personalization of loyalty offers
• CMOs, COOs and VPs of Service, Sales and Customer Experience are increasingly leveraging loyalty programs to:
‐ Retain and reward high-value service customers
‐ Incent consumers to purchase additional after sales services, parts and accessories
‐ Increase shopper frequency, repeat revenues and lifetime value
Challenges / Opportunities Solution
Customer Example
Tata Trucks uses Tata Delight Loyalty Program to increase service, part and repeat vehicle sales
Drive Repeat Service, Part
and Accessory Sales
Loyalty-Driven Service
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Connected Vehicle-Enabled Service LifecycleIncrease customer satisfaction and revenues through Connected Vehicle processes
• Complete capabilities to define, provision and
monetize telematics services
• Monitor vehicle sensor data to diagnose vehicle
health
• Integrate Connected Vehicle data to customer care
processes
• Leverage Connected Vehicle Events to trigger real-
time offers for service, service parts and accessories
• VPs of Service and Sales are exploring innovative ways to leverage the Connected Vehicle to
‐ Provide new revenue streams for after sales services, parts and accessories
‐ Provide early-warning to potential vehicle problems
• VPs of Customer Service are looking to integrate the Connected Vehicle into customer care processes, improving customer satisfaction
Challenges / Opportunities Solution
Customer Example
GM OnStar, Hyundai and Mercedes Benz use Oracle Connected Vehicle Platform
Improve Customer Service
Drive Service, Parts and Accessory Sales
Connected Vehicle-Enabled Service Lifecycle
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Voice of the Customer Product and Service AnalyticsReduce Quality and Recall costs through via visibility and resolution of quality problems
• Voice of the Customer Listening
‐ Aggregate and categorize VOC data from widely
ranging internal and external sources
• Quality Issue Early Detection
‐ Instant visibility to trending quality related issues
• Quality Issue Rapid Investigation
‐ Rapidly investigate details and root causes of quality
problems
• VPs of Service, Quality and Product Development want to reduce recall and quality related costs through early visibility to impending quality problems
• VPs of Service wants to improve customer satisfaction by understanding customer sentiment surrounding the overall service experience
Challenges / Opportunities Solution
Customer Example
Mazda and Toyota use Voice of Customer listening to identify potential quality problemsVoice of the Customer Product and Service Analytics
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Automotive Self-Service and Support PortalSelf-service Improves Customer Experience and reduce service costs
• Provide automotive customers with convenient
multi-channel (Web, Mobile) capabilities to solve
service related issues on their own
• Provide easy access to:
‐ Answers, FAQ and knowledge
‐ “Click to Chat” and “Click to Call” as necessary
‐ Online communities and Forums
‐ Transaction history and queries
‐ Service appointments and health reports
• VPs of Service and COOs desire to
‐ Engage customers on their channel of choice
‐ Provide customer care in the most cost-effective channel
‐ Provide “one stop” resolution to service problems
• Improve customer experience, lower cost of service
Challenges / Opportunities Solution
Customer Example
Toyota Motor Sales leverages Web Self-Service to provide multi-channel assistance to customers
PROBLEM RESOLUTION
Automotive Self-Service and Support Portal
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Oracle Complete CX for Automotive Architecture
Consumer Analysis Market
Customer Acquisition Customer Engagement Customer ServiceVoice of
Customer
Beacons and Sensors
Digital Targeting and Re-Targeting
Cross-Channel Marketing
Look-Alike/Spend-Alike Modelling
Omni-Channel Service
Knowledge Management
PersonalizationConnected
Vehicle
Billing and Administration
Consumer and Dealer Portals
DataOnboarding
Real-Time Offers (Upsell/Cross-Sell)
Lifecycle Events
Socially Driven Conversion
Loyalty-Based Interactions
Clienteling
Connect
Audience Analytics
Data Onboarding
Customer 360
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Why Oracle Modern Service for Automotive?Modern, Personalized and Connected
Oracle Customer Experience (CX) solutions are modern, cloud-based applications that are easy to deploy and use
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Oracle CX solutions are connected to all customer channels, allowing engagement with consumers on their channel of choice
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Oracle CX solutions provide personalizedengagement with prospects and customers across the customer ownership experience
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Results Being Realized by World-Class Automakers
Head of Sales Head ofSales Ops
Head of Commerce
Head of Service
Head of SocialHead of Marketing
6 WeekImplementation time to implement Oracle
Marketing Cloud
$60 Million
New sales pipeline within 4
months
21% R
improvement in sales service
levels
9.5%Increase in 1st
year Ecommerce revenues
20% Reduction in in customer issue resolution time
6.5M+ Customer
Interactions 3.1M+ Dealer Interactions
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Une présentation approfondie
Une démonstration
de nos solutions
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Une analyse de la valeur d’une transformation
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