HPMC12: Oracle - The Differentiated Customer Experience

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Marc Dirks

Sales Consultant, Oracle EMEA Accenture HPMC

CRM – CX & Marketing Solutions Amsterdam, 09-Feb-12

Sistene

chapel

The Differentiated

Customer Experience

Or “CX”

#1 Brave New World 20 minutes

#2 Evolving Architecture 25 minutes

Agenda

2

optimize | innovate | thrive

“The value of my brand, the fate of my enterprise, is in their hands, driven by the quality of their experience”

Brave New World

Raving Fans


Sarah

Brave New World

Raving Fans

#2: Contextual Journeys

#4: Outbound Precision

#3: Engaging Self-Service

#6: Mobility / Location Services #5: Action Framework

#9: Social Networking

#7: Distinctive Clienteling

#8: Enduring Loyalty

#10: Compelling Interface #1: Smart Cross-Channel

Where Brand Promise Meets Brand Execution

The Perfect Customer Experience

5

one day last week… on the web

As a valued Lux Club member, we are offering you the opportunity to

meet one of our professional design consultants at a store near you.

Our design consultants can help give the look you really desire.

Schedule an appointment:

More Available Times

Complimentary Interior Design Consultation

Cancel Confirm

Your Confirmation

We are pleased to confirm your design consultation with Terry Lucca

on 20th September 2010 at our Palo Alto store.

Consultant: Terry Lucca

Date: Monday, 20th September

Location: Palo Alto

Time: 3:00PM

Thank You, Sarah Jones

Back to Home Page Exit

two days later… in the store

six days later… on the road

Another satisfied customer or ‘raving fan’…

Where Brand Promise Meets Brand Execution

The Perfect Customer Experience

34

#2: Contextual Journeys “You understand my history, my current

situation and my desired destination. Your recommendations are helpful, astute and

non-invasive”

#4: Outbound Precision “Whenever you contact me, you respect

my privacy and understand my preferences. Your messages are relevant

and timed to perfection”

#3: Engaging Self-Service “Interacting with you, to manage my

account or consider a purchase, is always helpful. You never hard sell. You often

surprise and delight me.

#6: Mobility / Location Services “Wherever I go, you understand and

anticipate what is right for me, there and then. I take you everywhere. It‟s fun and

invaluable having you there”

#5: Action Framework “You deliver on your promises.

You don‟t just recommend actions, you execute them, there and then, across

channels. Said and done”

#9: Social Networking “I trust you. So do my friends. I enjoy being your advocate. I am glad to be part of your social network, and I am glad you are part

of mine. I like you”

#7: Distinctive Clienteling “My experience in your stores is smart,

stylish and distinctive. Your staff are well-informed and use cool technology to

make me feel special”

#8: Enduring Loyalty “You recognise me and reward me. I appreciate the way you treat me. You

make me feel special and you understand what makes me tick”

#10: Compelling Interface “Your brand is cool. Whatever the

channel, the experience is fresh and compelling and unmistakable. I am proud

to be your customer”

#1: Smart Cross-Channel “Your brand is consistent and trustworthy.

You never drop the ball. Whatever the channel, you are there whenever and

wherever I need you”


Brave New World

Raving Fans

CRM (From The Consumer‟s Perspective) it’s all about the customer Applications and technology

delivering excellent customer experience flexibly, efficiently, sustainably, scalable, cost-effectively…

Customer Experience

Process Orchestration

Functional Components

Data Management

CRM (From The Consumer‟s Perspective) it’s also about the architecture Applications and technology

delivering excellent customer experience flexibly, efficiently, sustainably, scalable, cost-effectively…

#1 Brave New World 20 minutes

#2 Evolving Architecture 25 minutes

Agenda

39

The Evolution of ‘Relationship Marketing’


Campaigns Dialogue Experience



Sophisticated

assignment & visibility

Sales Force

integrated

Lead Management

integrated

Real-Time Decisioning

Engine

Seamless Integration

(Inbound / Outbound)

Call Center

Retail, Travel &

Hospitality

Finance &

Insurance

Consumer Goods &

Life Sciences

Comms, Media &

Energy

High Tech, Mfg

and Other

Siebel Marketing – Selected References

http://oddhammer.com/blog/images/Cisco_logo.gif

Retail, Travel &

Hospitality

Finance &

Insurance

Consumer Goods &

Life Sciences

Comms, Media &

Energy

High Tech, Mfg

and Other

Siebel Marketing – Selected References

Refusal to engage

http://oddhammer.com/blog/images/Cisco_logo.gif



lifecycle

trigger

behaviour

trigger

external

trigger

Refusal to engage inbound &

opportunistic

Analyze Business and

Customers Create Target Segments and

Test-Control Groups

Present Optimal Offer,

Next Best Action in Real-Time

Analyze and Adapt to

Response Behavior,

Continual Self-Learning

Conduct Fact-Based Planning

and Budgeting, Align Resources

Gain Complete Visibility of

Marketing Spending and

Performance

two-way ‘dialogue’ marketing

Smart Dialogue

RTD

1

3

2

6

4

7

5 Plan, Automate & Execute

Multi-Stage, Multi-Channel

Event Triggered Campaigns

Managing the Dialogue

57

Changing behavior

Eroding loyalty

Growing complexity

Refusal to engage



New Interactions and Expectations

59

Changing behavior

Eroding loyalty

Growing complexity

Refusal to engage

Car Parking

Polite Staff

Good Lights

Fresh

Seasonal

Right Price

Critically

IT enabled

Not typically

IT enabled

„my location‟ „my coupons‟

„my family‟

The Drivers of Brand Experience (Retailer Example)

#2: Contextual Journeys “You understand my history, my current

situation and my desired destination. Your recommendations are helpful, astute and

non-invasive”

#4: Outbound Precision “Whenever you contact me, you respect

my privacy and understand my preferences. Your messages are relevant

and timed to perfection”

#3: Engaging Self-Service “Interacting with you, to manage my

account or consider a purchase, is always helpful. You never hard sell. You often

surprise and delight me.

#6: Mobility / Location Services “Wherever I go, you understand and

anticipate what is right for me, there and then. I take you everywhere. It‟s fun and

invaluable having you there”

#5: Action Framework “You deliver on your promises.

You don‟t just recommend actions, you execute them, there and then, across

channels. Said and done”

#9: Social Networking “I trust you. So do my friends. I enjoy being your advocate. I am glad to be part of your social network, and I am glad you are part

of mine. I like you”

#7: Distinctive Clienteling “My experience in your stores is smart,

stylish and distinctive. Your staff are well-informed and use cool technology to

make me feel special”

#8: Enduring Loyalty “You recognise me and reward me. I appreciate the way you treat me. You

make me feel special and you understand what makes me tick”

#10: Compelling Interface “Your brand is cool. Whatever the

channel, the experience is fresh and compelling and unmistakable. I am proud

to be your customer”

#1: Smart Cross-Channel “Your brand is consistent and trustworthy.

You never drop the ball. Whatever the channel, you are there whenever and

wherever I need you”

#1. On-site Interaction & Core Commerce Capability

#2. Cross-Channel Experience, Availability, Extension & Orchestration

#4. Engagement Platform, Loyalty, Marketing & Digital Assets

#3. Insight & Personalization, Offer Management & Merchandizing

Brand Engagement: Key Capabilities The Empowered Consumer

Differentiated brand experience

Loyal customers

Profitable sustainable

relationships

#1. On-line Interaction & Core Commerce Capability


#4. Engagement Platform, Loyalty, Marketing & Content Management


Customer Experience Management Business Capabilities > Industry Solutions

Sophisticated Business Capabilities

Industry Solutions

Comprehensive Oracle Solutions

decisions insight

on-line

_

commerce

navigation

search merchandising

personalization

single customer hub

loyalty

service

marketing

sales

loyalty program management

dialog / campaign management

blistering speed >> engagement platform << agile integration

optimized >> cross-channel experience << personal

point of sale

in-store

partner

mobile

social

off-line

knowledge management

digital content management

order orchestration

self service

Endeca

“In-Front”

WCF/Fatwire

„Connect‟

Rightnow

Service Cloud

Inquira

Knowledge

MDM

Master Data

Data & Insight Infrastructure

OBI –RTD ‘Structured’

Endeca MDEX ‘Unstructured’

Exaltyics

Industry Applications

Industry Processes

Specialist Capability

Oracle Business Units

Apps Infrastructure

Business Services

Business Processes

Exalogic

UCM/Fatwire

„Content‟

Siebel

Sales, Service, Marketing (Order Management, Loyalty)

WCF/Fatwire

„Sites‟

ATG

Commerce

cross-channel experience

engagement platform


Loyal customers


relationships







Industry Solutions


decisions insight

on-line

_

commerce

navigation


personalization

single customer hub

loyalty

service

marketing

sales





point of sale

in-store

partner

mobile

social

off-line



order orchestration

self service

MDM

Master Data




Exaltyics


Industry Processes



Apps Infrastructure

Business Services

Business Processes

Exalogic

Siebel



engagement platform

Endeca

“In-Front”

WCF/Fatwire

„Connect‟

Rightnow

Service Cloud

Inquira

Knowledge

UCM/Fatwire

„Content‟

WCF/Fatwire

„Sites‟

ATG

Commerce


Loyal customers


relationships







Industry Solutions


decisions insight

on-line

_

commerce

navigation


personalization

single customer hub

loyalty

service

marketing

sales





point of sale

in-store

partner

mobile

social

off-line



order orchestration

self service

MDM

Master Data



Exaltyics


Industry Processes



Apps Infrastructure

Business Services

Business Processes

Exalogic

Siebel



engagement platform

WCF/Fatwire

„Connect‟

Rightnow

Service Cloud

Inquira

Knowledge

UCM/Fatwire

„Content‟

WCF/Fatwire

„Sites‟

ATG

Commerce

Endeca

“In-Front”



Loyal customers


relationships







Industry Solutions


decisions insight

on-line

_

commerce

navigation


personalization

single customer hub

loyalty

service

marketing

sales





point of sale

in-store

partner

mobile

social

off-line



order orchestration

self service

MDM

Master Data




Exaltyics


Industry Processes



Apps Infrastructure

Business Services

Business Processes

Exalogic

Siebel



Endeca

“In-Front”

WCF/Fatwire

„Connect‟

Rightnow

Service Cloud

engagement platform

UCM/Fatwire

„Content‟

WCF/Fatwire

„Sites‟

ATG

Commerce

Inquira

Knowledge


Loyal customers


relationships







Industry Solutions


decisions insight

on-line

_

commerce

navigation


personalization

single customer hub

loyalty

service

marketing

sales





point of sale

in-store

partner

mobile

social

off-line



order orchestration

self service

MDM

Master Data




Exaltyics


Industry Processes



Apps Infrastructure

Business Services

Business Processes

Exalogic

Siebel



Endeca

“In-Front”

WCF/Fatwire

„Connect‟

engagement platform

UCM/Fatwire

„Content‟

WCF/Fatwire

„Sites‟

ATG

Commerce

Inquira

Knowledge

Rightnow

Service Cloud


Loyal customers


relationships







Industry Solutions


decisions insight

on-line

_

commerce

navigation


personalization

single customer hub

loyalty

service

marketing

sales





point of sale

in-store

partner

mobile

social

off-line



order orchestration

self service

MDM

Master Data




Exaltyics


Industry Processes



Apps Infrastructure

Business Services

Business Processes

Exalogic

Siebel


Endeca

“In-Front”

Rightnow

Service Cloud

Inquira

Knowledge


ATG

Commerce

engagement platform

WCF/Fatwire

„Connect‟

UCM/Fatwire

„Content‟

WCF/Fatwire

„Sites‟

Oracle Credibility & Capability Selected Consumer Mega-Brands

Siebel RTD ATG Endeca Inquira Fatwire



£6.85

£56.85

£25 £50 £75


http://www.nasdaq.com/aspx/call-transcript.aspx?StoryId=200103


Loyal customers


relationships







Industry Solutions


decisions insight

on-line

_

commerce

navigation


personalization

single customer hub

loyalty

service

marketing

sales





point of sale

in-store

partner

mobile

social

off-line



order orchestration

self service

Endeca

“In-Front”

WCF/Fatwire

„Connect‟

Rightnow

Service Cloud

Inquira

Knowledge

MDM

Master Data




Exaltyics


Store Replenish

PoS Execution

Oracle Retail

Apps Infrastructure

Business Services

Business Processes

Exalogic

UCM/Fatwire

„Content‟

Siebel


WCF/Fatwire

„Sites‟

ATG

Commerce


engagement platform


Loyal customers


relationships







Industry Solutions


decisions insight

on-line

_

commerce

navigation


personalization

single customer hub

loyalty

service

marketing

sales





point of sale

in-store

partner

mobile

social

off-line



order orchestration

self service

Endeca

“In-Front”

WCF/Fatwire

„Connect‟

Rightnow

Service Cloud

Inquira

Knowledge

MDM

Master Data




Exaltyics


SCM HCM

Oracle Finance

Apps Infrastructure

Business Services

Business Processes

Exalogic

UCM/Fatwire

„Content‟

Siebel


WCF/Fatwire

„Sites‟

ATG

Commerce


engagement platform


Loyal customers


relationships







Industry Solutions


decisions insight

on-line

_

commerce

navigation


personalization

single customer hub

loyalty

service

marketing

sales





point of sale

in-store

partner

mobile

social

off-line



order orchestration

self service

Endeca

“In-Front”

WCF/Fatwire

„Connect‟

Rightnow

Service Cloud

Inquira

Knowledge

MDM

Master Data




Exaltyics


SCM HCM

Oracle Finance

Apps Infrastructure

Business Services

Business Processes

Exalogic

UCM/Fatwire

„Content‟

Siebel


WCF/Fatwire

„Sites‟

ATG

Commerce


engagement platform

<Insert Picture Here>

Marc Dirks

Sales Consultant, Oracle EMEA Accenture HPMC

CRM – CX & Marketing Solutions Amsterdam, 09-Feb-12

Sistene

chapel

The Differentiated

Customer Experience

Or “CX”