The Advocacy BluePrint: Building Innovative Experiences That Transform Customers Into Advocates

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |

The Advocacy BluePrint: Building Innovative Experiences That Transform Customers Into Advocates

Bill Hobbib, VP Customer Experience [email protected] Linkedin: linkedin.com/in/billhobbib

Oracle Confidential – Internal/Restricted/Highly Restricted

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted


70% of Fortune 500 firms in 1990 are gone today, and 50% are gone since 2000

Very few retailers survive beyond a decade

Iconic brands disappear

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

The buyer is in control.

(But you‘re often still marketing and selling as if this wasn’t true.)


Today, Everyone Wants to be Customer-Centric. A Few Companies Actually Get It.

“Companies were in control up until 2000. But now the customer is in the driver’s seat. If you embrace that, you will thrive. If not, then by 2020, you will not survive.”

Oracle Confidential – Internal/Restricted/Highly Restricted 5

— Jamie Nordstrom


The Ultimate Reward: Advocate Customers


They Spend More…

Spend 2X as much as regular customers

And Stay Longer…

5X greater lifetime value

But Most Companies Never Get There…

of customers cite no relationship with a brand. — Harvard Business Review

77% Growth

(indexed)

Years 5 10 15 20 25

100

200

300

400

500 Loyalty Leader

Average

Net Promoter Relationship to Growth

Source: Bain & Company: How is Net Promoter Score℠ related to growth?

They Help You Grow Faster…


Revenue Upside Potential From Doing This Well

$1.6 billion wireless service provider

$1.4 billion airline

$ 825 million credit card provider

Source: Forrester, “The Business Impact Of Customer Experience” (March 2014)

11% higher hotel rate for 1-point swing in travel review rating

46% more revenue/room for 4+ hotel vs 3 rating

$14,099 average lifetime value of loyal premium coffee chain customer

$10,000+: lifetime NPV of loyal affluent retail banking customer

Sources: Cornell University School of Hotel Administration, “The Impact of Social Media on Lodging Performance,” Kissmetrics, “Calculating Lifetime Value”, Bain “Customer Loyalty in Retail Banking


Yet Many Companies Still Fall Short. Why?... The Customer Experience is Broken.

of customers have discontinued communication with a company because of irrelevant promotions and messages.

— Blue Research

94% It’s Transactional

of customers don’t receive a consistent experience across channels. — Accenture

78% It’s Fragmented

82% Departments Struggle to Bring Together Customer Data

of enterprise marketers have no synchronized view of customer data. – Forrester


Time to Take a Different Approach


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Source: Corporate Visions


Getting millions of consumers to engage with their brand

Support 400 Social channels globally, with 500 people touching social daily around the globe to improve customer care, build GM’s brand, support corporate reputation. “Customers don’t care about our org chart—they just care about getting answers as quickly as possible. We can’t win doing this in individual silos—we need to look like one team, one GM…Being in social is not an option…ROI tough to measure in dynamic business…corollary to ROI is Cost of Ignoring.”


Interactive gaming company

Delivering service where their customers are—within the game


Customers access service directly from game. Company walks fine line between responding directly to game character, or determining issue is severe enough to respond to “Customer”. Service during product launch ramps from zero to millions of transactions.


Sports-branded clothing retailer


Solve problem of separate sites/silos for online, mobile, in-store.

Personalized customer experience based on vast number of variables (behavior, gender, geo location, purchase history). CSRs have real-time insight into customer lifetime value. Segment-specific emails, targeted landing pages, menu options, product recommendations.


Data storage systems company


Storage appliances self-diagnose issues. When problem diagnosed, device captures all appropriate diagnostics, searches knowledge, automatically creates a case, routes to engineer. Engineer has all of the solutions – can just request permission from customer to apply

Proactive service for data center storage appliances


Customer Advocacy Blueprint



10 Steps Toward Customer Advocacy Gain most complete view of customer & employee data, connect silos

16

Excel at individual interactions

INSIDE OUT OUTSIDE IN

Provide connected, personalized journeys

and customer intimacy

Engage customers via multiple channels

Make it easy to do business with your

company

Proactively listen to voice of customer and

include in innovation

Rethink customer service metrics

Involve and engage employees in all steps of the process

Assess cross-org performance around engaging customers

Institute cultural change around customer obsession


Oracle’s Viewpoint of Innovation



Your customer’s journey could be like this…

18

2. Tailor my engagement based on all interactions

3. Personalize best offer for my budget and needs

4. Keep the transaction process simple

7. Anytime/anywhere customer care

8. Listen and share my experiences

1. Provide me with relevant and timely content and offers

5. Flawless and on time delivery

6. Personalize timely and relevant recommendations

Attract & Nurture

Engage & Close

Support & Listen

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | 19

Oracle Customer Experience Suite

Oracle Marketing

Integrated Customer Experience Foundation Social

Collaboration Mobile Integrations

Oracle Sales

Oracle CPQ

Oracle

Commerce Oracle Service

Analytic KPIs Dashboards

Predictive Analytics

Oracle Social

Industry Solutions

The Complete Customer Experience Platform


EXPERIENCE MANAGEMENT

REPORTING SITE SEARCH & NAVIGATION

RESPONSIVE DESIGN

PREVIEW PROMOTIONS & RECOMMENDATIONS

COMMERCE & PROMOTIONS

CATALOG & PRODUCT MANAGEMENT

CONTENT MANAGEMENT

AGENT FACING TOOL

Commerce Cloud All the commerce features you need

to attract, convert, and retain customers.

Reimagined for the Cloud


Excel at individual interactions

Deliver connected, personalized journeys across all channels

Connect cross-org processes & customer data, eliminate silos

Implement cultural change around customer obsession

OUTSIDE IN

INSIDE OUT


Putting This Into Action How are you innovating and building your unique competitive advantage with customer experience?


Understand what journeys drive revenue, loyalty and advocacy—and nail them!


Oracle OpenWorld 2015 – Registration Now Open

• October 25-29, 2015, San Francisco, CA • Largest convergence of business and IT

– Combining education, engagement, collaboration and experience on today’s hottest topics

• 99.5% of attendees said Oracle OpenWorld delivers on their objectives

• Early Bird rate available now through Aug. 16, 2015



Discussion/Questions


Email: [email protected] Linkedin: linkedin.com/in/billhobbib Twitter: bhobbib

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The Advocacy BluePrint: Building Innovative Experiences That Transform Customers Into Advocates