Oracle social crm technology
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The document discusses how social media is becoming an important customer service channel and how companies can integrate social media into their CRM. It provides examples of how the Buzzient social CRM platform allows companies to monitor social media for mentions, respond to customer issues, track responses in CRM, and analyze social media sentiment. Integrating social media helps improve the customer experience and drive greater customer loyalty and advocacy.
Oracle social crm technology
- 1. •<Insert Picture Here> Social CRM – Technology perspective on Business .. or the other way around ? Daniel Burian CRM Presales Manager, Central Europe Deliver a Superior Customer Experience. … a social one. “As long as repeat business is important, and as long as customers have a chance to go somewhere else, employees must deliver high levels of customer satisfaction for a company to be successful.” – Claes Fornell, University of Michigan, Ross School of Business Copyright ©2011 Oracle. All rights reserved. 1
- 2. Customer Advocacy •In average it costs 5 times more to acquire a new customer than to keep an existing customer happy • An increase in customer retention of only 5 percent can lead to profit gains of anywhere from 35 percent to 125 percent. •The average unsatisfied customer will tell three other people to avoid the company •Customers who are happy enough to recommend a product or service to others contribute an astonishing 25 times their LCV to the top line LCV – Lifetime Customer Value CRV – Customer Referral Value Evolving Customer Journey Complex Purchase Cycle Involving Many Interactions Research Shop Buy Pickup Service Comparison Web Buy Online Site Chat Contact Issue Complaint Center Phone Order Visit Retail Store Return In-Store Local Store In-store Kiosk Begin Browse Catalog Catalog Catalog Order Mobile Google Product Info Device Search Email Order eMail Confirm w/Rec Share Facebook Troubleshoot Social Read Reviews Experience on Fan Club On Community Twitter 2
- 3. Channel strategy and Customer Value Copyright ©2011 Oracle. All rights reserved. Social CRM for Sales, Marketing and Customer Service Knowledge Base EFM Internally Externally Focused Focused Opportunity Customer Management SCRM Engagement Lead Management Sales Contacts Product Brand Awareness Review Social Networking s Social Monitoring Product Development 6 Copyright ©2011 Oracle. All rights reserved. 3
- 4. Service Matters More Than Ever Before • 86% of customers will stop doing business with an organization after one bad experience • 82% of customers will tell their friends about their bad service experience • 60% of customers will pay more for better service Service Source: Harris Interactive, 2009 Customer Experience Impact Report Copyright ©2011 Oracle. All rights reserved. Why is social media important ? B2C Consumers are preferring social media over other channels, bypassing the contact center ©2010 Buzzient, Inc 4
- 5. Bring Social Media INTO the Enterprise Solution example - Buzzient Posts about problems, Buzzient harvests issues, sales interest, content according to product opinion, you customer’s And more… feedback, etc. brands/products Buzzient stores and analyzes the related Social Media Analytics social media and Integration Platform Buzzient web app Buzzient visualizes analytics transparently Oracle CRM Buzzient Analytics integrates into Oracle and content On Demand CRM ©2010 Buzzient, Inc Community Manager Dashboard © 2010 Buzzient, Inc. All Rights Reserved 5
- 6. Service Request from Social Media Post © 2010 Buzzient, Inc. All Rights Reserved Agent Responds From Within CRM OD © 2010 Buzzient, Inc. All Rights Reserved 6
- 7. Outbound Response Tracked in Two Places © 2010 Buzzient, Inc. All Rights Reserved Customer Reviews Response and Responds © 2010 Buzzient, Inc. All Rights Reserved 7
- 8. Inbound Response as a Task © 2010 Buzzient, Inc. All Rights Reserved Inbound Response Tracked in Two Places © 2010 Buzzient, Inc. All Rights Reserved 8
- 9. Customer Response Merits Creating a Solution © 2010 Buzzient, Inc. All Rights Reserved Agent Creates Solution From Response © 2010 Buzzient, Inc. All Rights Reserved 9
- 10. Solution Added to CRM OD © 2010 Buzzient, Inc. All Rights Reserved Analysis Social Media Sentiment v. Service Request Volume © 2010 Buzzient, Inc. All Rights Reserved 10
- 11. Customer Value Added Services Copyright ©2011 Oracle. All rights reserved. Model for Customer Self-Service Oracle e-Billing E-Billing Previous Payment Summary E-Billing Account / Service Context E-Billing Current Statement Predictive Summary Unbilled Usage vs. Plan Targeted Offers based on E-Billing Profile & Usage Next Payment & Customer Resolution Loyalty Oppty. Consolidated Billing Automated Dispute E-Billing Personalized Unbilled Usage Report by Type Consumer & Business Reporting Interactive Business Hierarchy & Analytics Targeted FAQs and Offers Copyright ©2011 Oracle. All rights reserved. 11
- 12. ATG eCommerce at Telefonica O2 CZ How Can I Sell More? Sales Which prospects most resemble those customers? Which references Which types of What can I use to help customers are Customers ? me close my buying which deals? products? References Which Products ? Competition Who is my competition ? What is my winning strategy ? Typical Sales Rep 12
- 13. Sales (wo)man of your dreams • Has reliable contacts everywhere • Knows the subject better than anyone else • Is able to resolve any customer issue • Can sell almost everything • Always deliver Such a sales person is very difficult to find It’s expensive to pay Often it’s almost impossible to manage Copyright ©2011 Oracle. All rights reserved. 80 - 20 Parret’s Rule Copyright ©2011 Oracle. All rights reserved. 13
- 14. Sales process structure ?? Grow Revenue Forecasting, Analysis, & Planning Order Lead Opportunity Quote Compensate Contract All Customer-Facing Channels Direct/Indirect Reduce Cost of Sales Oracle CRM On Demand Simple but Powerful CRM Solution (SaaS) 14
- 15. Marketing On Demand Marketing 3. Drive to website 2. Execute & multi-channel to targeted, campaigns personalized landing pages 1. Build 4. Distinguish targeted lists By Biz Rules for precision To… marketing Prospect Insight Database 5. Move hot 8. Measure prospect marketing ROI to sales funnel 7. OR move to 6. Push hot prospect to adaptive sales or contact center lead nurturing program Copyright ©2011 Oracle. All rights reserved. CRM OnDemand – Marketing & Sales Funnel CRM On Demand Release 18 delivers a complete, enterprise-class marketing and sales solution to maximize the revenue funnel Lead Lead Lead Lead Deal Closed Generation Nurturing Qualification Acceptance Support Business Marketing Owned Sales Owned Sales Influenced Marketing Influenced Copyright ©2011 Oracle. All rights reserved. 15
- 16. Integrated Marketing and Sales Increase the quantity of “sales ready” leads by automating the entire marketing process from initial contact to contract Qualified Opportunity Unqualified Lead List Purchases Win Collateral Lead Lead Generation Email Nurturing Sales Webinars and Capture Tradeshows Other Data Sources Lead Gen Feedback Delayed Copyright ©2011 Oracle. All rights reserved. Response and Lead Automation • Improve lead quality with validation, standardization, and data augmentation • Automate scoring and distribution to sales channels • Eliminate processing delays Responses Leads Validate Score Reject Route Augment Suppress De-Dupe SalesForce Call Center Email Response Lead Sale Management Automation Acceptance Copyright ©2011 Oracle. All rights reserved. 16
- 17. Sales Enablement and Collaboration Insights from progressive Inform sales about profiling nurturing activity Sales able to give feedback and instruct marketing follow-up Real-time view of recent multi-channel interactions Copyright ©2011 Oracle. All rights reserved. CRM OnDemand Marketing Dashboards, Reports, Ad-hoc Analysis Landing Pages Automated Microsites multi-step Web Forms campaigns and Web Tracking business rules Personalization Online / offline contact data Response processing rules Copyright ©2011 Oracle. All rights reserved. 17
- 18. Megatrends Shifting How Business Is Done Customer-Driven Cloud Computing Cross-Channel Mobility Real-Time Decisions Social Media Copyright ©2011 Oracle. All rights reserved. Social CRM Theme Conclusion • The New Generation Demands and Value • Up-sell and Cross-Sell works well for happy customers • Customer Advocacy drives company long term future • 4 play composite in customer advocacy • Convenience • Speed • Relevance • Relationship • Social approach is a must Copyright ©2011 Oracle. All rights reserved. 18
- 19. Customer Relevance “Through 2012, more than 35 percent of the top 5,000 global companies will regularly fail to make insightful decisions about significant changes in their business and markets.” Gartner Copyright ©2011 Oracle. All rights reserved. 19
- 20. Embedded Contextual Analytics • Embedded in CRM transactional system • Analytics results within a transactional Applet / View Relevance Copyright ©2011 Oracle. All rights reserved. Agent/Manager.. Role Based Analytics • Customer Insights in context • Role KPIs • Contextual Links • Real-time warnings and notification Copyright ©2011 Oracle. All rights reserved. 20
- 21. Analytic Workflows Business Ensure Contact Center Objectives / running smoothly Issues Is Service Level OK? Are calls evenly distributed across call centers? Gain What are the reasons customers are calling for? Insights What campaigns are running by product type? Drill to Marketing Impact on Performance Secure additional staffing Take Action during campaign Driving Intelligent Interactions using Real Time Decisions Intelligent interactions “What should I do now, at the moment of contact” Insight Driven Action “What is my best opportunity?” “What should I do next?” Performance Management “How am I doing Increasing Value vs. goals?” Query, OLAP / DW “Explore my data” Transactional Reporting “Here are your reports” Generational Steps 21
- 22. Customer information … Linda Johnson is recognized as a student holding two accounts with National. Copyright ©2011 Oracle. All rights reserved. Dell’s Siebel Implementation – Delta 4.6 70,000 SINGLE, GLOBAL SERVICE INSTANCE OF 30,000 BILLION RECORDS IN THE SIEBEL DATABASE REQUESTS SIEBEL TOTAL USERS CREATED EVERY DAY SEAMLESS 12% INTEGRATION WITH REDUCTION OF IVR, CHAT AND AGENT AVERAGE EMAIL CONTACT HANDLING TIME SYSTEMS ONE OF THE 900 MILLION RECORDS WORLDS 17 TB CORE 15,000 LOADED FOR INITIAL LARGEST SIEBEL SERVICES DATA PEAK CONCURRENT DATA MIGRATION IMPLEMENTATIO REPOSITORY AGENTS USING SIEBEL NS 100+ REDUCTION IN REPEAT DISPATCH 20% 80+ SOA RATE % OF KEY Million DATA ARCHIVED INTERFACES 25% IMPLEMENTED Savings 22
- 23. Relationship matters the most “Social networking is increasing the velocity of trusted information exchange and, in doing so, drives revenue acceleration...” Rachel Happe, Research Manager, Digital Business Economy, IDC Copyright ©2011 Oracle. All rights reserved. 23