HPMC12: Oracle - The Differentiated Customer Experience
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The document discusses the evolving importance of customer experience (CX) in brand management and marketing, highlighting that customer satisfaction can determine a brand's success. It outlines key elements of the ideal customer experience, such as compelling interfaces, smart cross-channel engagement, and social networking. Additionally, it emphasizes the need for effective relationship marketing strategies that utilize technological advancements for improved customer interaction and loyalty.
HPMC12: Oracle - The Differentiated Customer Experience
- 1. <Insert Picture Here> Sistene chapel The Differentiated Customer Experience Or “ CX” Marc Dirks Sales Consultant, Oracle EMEA Accenture HPMC CRM – CX & Marketing Solutions Amsterdam, 09-Feb-12
- 2. Agenda #1 Brave New World 20 minutes #2 Evolving Architecture 25 minutes optimize | innovate | thrive 2
- 3. Brave New World Raving Fans “The value of my brand, the fate of my enterprise, is in their hands, driven by the quality of their experience”
- 4. Brave New World Raving Fans Sarah “The value of my brand, the fate of my enterprise, is in their hands, driven by the quality of their experience”
- 5. Where Brand Promise Meets Brand Execution The Perfect Customer Experience #10: Compelling Interface #1: Smart Cross-Channel #9: Social Networking #2: Contextual Journeys #8: Enduring Loyalty #3: Engaging Self-Service #7: Distinctive Clienteling #4: Outbound Precision #6: Mobility / Location Services #5: Action Framework 5
- 6. one day last week… on the web
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- 10. Complimentary Interior Design Consultation 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: Confirm Cancel More Available Times
- 11. Thank You, Sarah Jones 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 Back to Home Page Exit
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- 13. two days later… in the store
- 23. six days later… on the road
- 33. Another satisfied customer or ‘raving fan’…
- 34. Where Brand Promise Meets Brand Execution The Perfect Customer Experience #10: Compelling Interface #1: Smart Cross-Channel “Your brand is cool. Whatever the “Your brand is consistent and trustworthy. channel, the experience is fresh and You never drop the ball. Whatever the compelling and unmistakable. I am proud channel, you are there whenever and to be your customer” wherever I need you” #9: Social Networking #2: Contextual Journeys “I trust you. So do my friends. I enjoy being “You understand my history, my current your advocate. I am glad to be part of your situation and my desired destination. Your social network, and I am glad you are part recommendations are helpful, astute and of mine. I like you” non-invasive” #8: Enduring Loyalty #3: Engaging Self-Service “You recognise me and reward me. I “Interacting with you, to manage my appreciate the way you treat me. You account or consider a purchase, is always make me feel special and you understand helpful. You never hard sell. You often what makes me tick” surprise and delight me. #7: Distinctive Clienteling #4: Outbound Precision “My experience in your stores is smart, “Whenever you contact me, you respect stylish and distinctive. Your staff are well- my privacy and understand my informed and use cool technology to preferences. Your messages are relevant make me feel special” and timed to perfection” #6: Mobility / Location Services #5: Action Framework “Wherever I go, you understand and “You deliver on your promises. anticipate what is right for me, there and You don‟t just recommend actions, you then. I take you everywhere. It‟s fun and execute them, there and then, across invaluable having you there” channels. Said and done” 34
- 35. Brave New World Raving Fans “The value of my brand, the fate of my enterprise, is in their hands, driven by the quality of their experience”
- 36. CRM (From The Consumer‟s Perspective) it’s all about Applications and technology the customer delivering excellent customer experience flexibly, efficiently, sustainably, scalable, cost-effectively… Customer Experience Process Orchestration Functional Components Data Management
- 37. CRM (From The Consumer‟s Perspective) it’s also about Applications and technology the architecture delivering excellent customer experience flexibly, efficiently, sustainably, scalable, cost-effectively…
- 38. Agenda #1 Brave New World 20 minutes #2 Evolving Architecture 25 minutes
- 39. The Evolution of ‘Relationship Marketing’ 39
- 40. The Evolution of ‘Relationship Marketing’ Campaigns Dialogue Experience
- 41. The Evolution of ‘Relationship Marketing’ Campaigns Dialogue Experience
- 48. Sales Force integrated Lead Management Sophisticated assignment & visibility
- 49. Call Center integrated Real-Time Decisioning Engine Seamless Integration (Inbound / Outbound)
- 52. Siebel Marketing – Selected References Retail, Travel & Finance & Consumer Goods & Comms, Media & High Tech, Mfg Hospitality Insurance Life Sciences Energy and Other
- 53. Siebel Marketing – Selected References Retail, Travel & Finance & Consumer Goods & Comms, Media & High Tech, Mfg Hospitality Insurance Life Sciences Energy and Other Refusal to engage
- 54. The Evolution of ‘Relationship Marketing’ Campaigns Dialogue Experience
- 55. behaviour external lifecycle trigger trigger inbound & Refusal to engage opportunistic
- 56. Smart Dialogue Analyze Business and Conduct Fact-Based Planning Customers and Budgeting, Align Resources Create Target Segments and Test-Control Groups 2 1 3 two-way ‘dialogue’ marketing 4 7 Gain Complete Visibility of Plan, Automate & Execute Marketing Spending and 5 Multi-Stage, Multi-Channel Performance 6 Event Triggered Campaigns Analyze and Adapt to Response Behavior, RTD Continual Self-Learning Present Optimal Offer, Next Best Action in Real-Time
- 57. Managing the Dialogue Changing behavior Eroding loyalty Growing complexity Refusal to engage 57
- 58. The Evolution of ‘Relationship Marketing’ Campaigns Dialogue Experience
- 59. New Interactions and Expectations Changing behavior Eroding loyalty Growing complexity Refusal to engage 59
- 60. The Drivers of Brand Experience (Retailer Example) Car Parking „my coupons‟ „my location‟ Fresh Polite Staff „my family‟ Seasonal Good Lights Right Price Not typically Critically IT enabled IT enabled
- 61. Brand Engagement: Key Capabilities The Empowered Consumer #10: Compelling Interface #1: Smart Cross-Channel “Your brand is cool. Whatever the “Your brand is consistent and trustworthy. channel, the experience is fresh and You never drop the ball. Whatever the compelling and unmistakable. I am proud channel, you are there whenever and to be your customer” wherever I need you” #9: Social Networking #2: Contextual Journeys “I trust you. So do my friends. I enjoy being “You understand my history, my current your advocate. I am glad to be part of your #1. On-site Interaction situation and my desired destination. Your social network, and I am glad you are part & Core Commerce Capability recommendations are helpful, astute and of mine. I like you” non-invasive” #8: Enduring Loyalty #3: Engaging Self-Service “You recognise me and reward me. I #2. Cross-Channel Experience, “Interacting with you, to manage my #3. Insight & Personalization, appreciate the way you treat& Orchestration Availability, Extension me. You account or consider a purchase, is always Offer Management & Merchandizing make me feel special and you understand helpful. You never hard sell. You often what makes me tick” surprise and delight me. #7: Distinctive Clienteling #4: Outbound Precision “My experience in your stores is smart, #4. Engagement Platform, “Whenever you contact me, you respect stylish and distinctive. Your staff are well- Loyalty, Marketing & Digital Assets my privacy and understand my informed and use cool technology to preferences. Your messages are relevant make me feel special” and timed to perfection” #6: Mobility / Location Services #5: Action Framework “Wherever I go, you understand and “You deliver on your promises. anticipate what is right for me, there and You don‟t just recommend actions, you then. I take you everywhere. It‟s fun and execute them, there and then, across invaluable having you there” channels. Said and done”
- 62. Customer Experience Management Business Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Industry Specialist blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
- 63. Customer Experience Management Business Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Industry Specialist blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
- 64. Customer Experience Management Business Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Industry Specialist blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
- 65. Customer Experience Management Business Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Industry Specialist blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
- 66. Customer Experience Management Business Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Industry Specialist blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
- 67. Customer Experience Management Business Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Industry Specialist blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
- 68. Oracle Credibility & Capability Selected Consumer Mega-Brands Siebel RTD ATG Endeca Inquira Fatwire
- 69. Oracle Credibility & Capability Selected Consumer Mega-Brands
- 70. Oracle Credibility & Capability Selected Consumer Mega-Brands £56.85 £25 £50 £75 £6.85
- 71. Oracle Credibility & Capability Selected Consumer Mega-Brands http://www.nasdaq.com/aspx/call-transcript.aspx?StoryId=200103
- 72. Customer Experience Management Business Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Retail Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ Store PoS blistering speed >> engagement platform << agile integration Replenish Execution Exalogic Exaltyics
- 73. Customer Experience Management Business Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Finance Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ SCM HCM Exalogic Exaltyics blistering speed >> engagement platform << agile integration
- 74. Customer Experience Management Business Capabilities > Industry Solutions Industry Solutions #1. On-line Interaction & CoreDifferentiated Commerce Capability brand experience #2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization, Availability, Extension & Orchestration Offer Management & Merchandizing Profitable sustainable relationships #4. Engagement Platform, Loyalty, Marketing & Content Management Sophisticated Business Capabilities Comprehensive Oracle Solutions optimized >> cross-channel experience << personal cross-channel experience off-line partner Endeca Rightnow on-line “In-Front” ATG Service Cloud mobile point of sale WCF/Fatwire navigation personalization Commerce _ „Sites‟ WCF/Fatwire Inquira social search merchandising in-store „Connect‟ Knowledge commerce Siebel decisions order self insight UCM/Fatwire Sales, Service, Marketing MDM orchestration service „Content‟ (Order Management, Loyalty) Master Data digital content sales service knowledge engagement platform management management dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure management management single customer hub Oracle Finance Business Business OBI –RTD Endeca MDEX Services Processes ‘Structured’ ‘Unstructured’ SCM HCM Exalogic Exaltyics blistering speed >> engagement platform << agile integration
- 75. <Insert Picture Here> Sistene chapel The Differentiated Customer Experience Or “ CX” Marc Dirks Sales Consultant, Oracle EMEA Accenture HPMC CRM – CX & Marketing Solutions Amsterdam, 09-Feb-12