Deliver a Superior Customer Experience. › oms › oracleday › od11-apps-new... · Loyalty...

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New Generations of Customers – New Demands and Solutions in

Modern Client Relationship Management

Daniel Burian

CRM Presales Manager, Central Europe

Copyright ©2011 Oracle. All rights reserved.

Deliver a Superior Customer Experience.

―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

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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

Source: Harris Interactive, 2009 Customer Experience Impact Report

Evolving Customer Journey

Comparison Site

GoogleSearch

FacebookFan Club

Visit Retail Store

Chat

Email Order Confirm w/Rec

Local Store

Share Experience on

TwitterRead Reviews

ReturnIn-store

TroubleshootOn Community

Product Info

Buy Online

Issue Complaint

Kiosk

Web

ContactCenter

In-Store

Complex Purchase Cycle Involving Many Interactions

Phone Order

Research Shop Buy ServicePickup

Catalog

MobileDevice

eMail

Social

BeginCatalogOrder

Browse Catalog

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Customer Advocacy

LCV – Lifetime Customer Value

CRV – Customer Referral Value

•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


Keep Your Customers Close

What matters most in customer ..(user) experience ?

• Convenience

• Speed

• Relevance

• Relationship

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Where past meets an obstacle

• Past approaches• Silo based customer support (per product)

• Limited channel support (out of availability, out of access)

• “Thank you” only information (let me switch you to …)

• Hard to understand business processes

• Lengthy IVR trees

• New perspective• Simplicity

• Customer friendly, experience driven

• Goal oriented, transparent to customer

• Consistent customer experience regardless the channel

Convenience


Channel strategy and Customer Value

Convenience

5

Oracle CRM Desktop

CRM data and process in Outlook

• Users live in Microsoft Outlook

• Require ability to manage

subset of CRM data to support

day-to-day tasks

• manage calendar, contacts,

and email back to CRM

• keep calendar and contact

data in sync between MS

Outlook & Notes and the CRM

CRM Desktop bridges the gap between how users work and how enterprise applications work

Convenience


Streamline Operations.

―Continuing to invest in streamlining contact with your customers —

through multichannel service and support, Web self-service, and

greater customer community interaction — can reduce your overall

costs while keeping customers happy.‖– Nucleus Research, Managing IT in an Economic Downturn

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Empower Users - Task Based UIMain Characteristics

• Wizard like User Interface

• Enables standardization of corporate

processes

• Improves product ease of use

• Forward\Backward navigation

• Target UI Content

• Improves efficiency and

productivity

• Pause and restart capabilities

• Next Steps

• Lowers training costs

• Automation of complex or repetitive tasks

• End-user tasks participate in long-

running business processes

• Universal Inbox integration

• Integration with long running workflow

process

Speed

Copyright ©2009, Oracle. All rights reserved.

Oracle Confidential

In the end, it is the best practice to provide Order capture

summary before the Order is committed

Order Capture – Task Based UI - Example

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Common Knowledge Base

Speed

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Customer Success - eBay

• Consolidate and Lower Cost of Support -

“Project Unify”

• Solutions• Siebel CRM

• Oracle CCA (Email, Chat)

• InQuira for Contact Centers

• InQuira for Web Self Service

• Results• 7 legacy knowledge systems consolidated into single platform

• Improved first contact resolution

• Improved cross-channel consistency of voice, email, chat and self-service

interactions

• Decreased cost of maintaining & synchronizing multiple sources of

information


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

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• Embedded in CRM transactional system• Analytics results within a transactional Applet / View

Embedded Contextual Analytics

Relevance


Agent/Manager.. Role Based Analytics

• Customer Insights in context

• Role KPIs

• Contextual Links

• Real-time warnings and

notification

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Analytic Workflows

Business

Objectives /

Issues

Gain

Insights

Take ActionSecure additional staffing

during campaign

Drill to Marketing Impact

on Performance

What campaigns are

running by product type?

What are the reasons

customers are calling for?

Are calls evenly distributed

across call centers?

Is Service Level OK?

Ensure Contact Center

running smoothly


Allianz Tiriac (Romania)

Project Objectives:

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Allianz Tiriac – Solution

Siebel CRM, Siebel Data Quality, Siebel integration with Callcenter, Oracle BI Applications

2 core systems integrated, Survey system, Email and Authentication (ADSI)

6 months

8 people from Oracle

10 people from Allianz (part time)


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

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Customer Value Added Services

Relationship


Model for Customer Self-ServiceOracle e-Billing

E-Billing

Previous Payment

Summary

E-Billing

Current Statement

Summary

E-Billing

Next Payment &

Loyalty Oppty.

E-Billing

Unbilled Usage

Report by Type

E-Billing

Account / Service

Context

PredictiveUnbilled Usage vs. Plan

Targeted Offers based on

Profile & Usage

Customer ResolutionConsolidated Billing

Automated Dispute

PersonalizedConsumer & Business

Reporting

Interactive Business

Hierarchy & Analytics

Targeted FAQs and Offers

Relationship

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Loyalty is at the Heart of a Customer Centric Strategy

Loyalty

Customer 360 Personalized Commerce

Relationship MarketingCustomer Service

Know the Customer

Create valued offerings aligned with needs

Deliverworld-class, differentiated service

Create a

relevant dialogue

Relationship

Siebel Loyalty Customers

+90 companies across 10 industries have chosen Siebel Loyalty to enhance their customer relationships.

Oracle Confidential Information

Major

American

Domestic

Carrier

Major

Australian

Retailer

http://www.motorola.com/

http://www.mci.com/

http://www.jawwal.ps/

http://portal.gasnatural.com/servlet/ContentServer?gnpage=1-1-0&centralassetname=1-1-0-0-0-0-0

http://www.mobinil.com/default.aspx

http://www.morrisons.co.uk/

http://www.eab-online.com/index.html

http://www.cplmg.com/

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Households Information

CRM OnDemand


Leading Companies Worldwide Use CRM

On Demand

http://images.google.com/imgres?imgurl=http://www.engr.msstate.edu/faculty_staff/endowed_chairs/popup_photos/TVA.jpg&imgrefurl=http://www.engr.msstate.edu/faculty_staff/endowed_chairs/popup_photos/tva_prof_engsys_environ.htm&h=450&w=450&sz=10&hl=en&start=115&tbnid=YqbvF4Eh2TbWpM:&tbnh=127&tbnw=127&prev=/images?q=tennessee+valley+authority&start=100&ndsp=20&svnum=10&hl=en&lr=&sa=N

http://www.akamai.com/

http://www.administaff.com/index.asp

http://images.google.com/imgres?imgurl=http://www.opesprime.com.au/images/anz_logo.gif&imgrefurl=http://www.opesprime.com.au/about/about_opes.php&h=50&w=99&sz=1&hl=en&start=58&tbnid=doUBak7vDB02HM:&tbnh=41&tbnw=82&prev=/images?q=ANZ+banking+australia&start=40&ndsp=20&svnum=10&hl=en&lr=&sa=N

http://www.palm.com/us/

http://www.pg.com/en_US/index.jhtml

http://www.revolution.com/default.asp

http://images.google.com/imgres?imgurl=http://www.diversitymilkround.com/s4/diversity/logos/fidelity.gif&imgrefurl=http://www.diversitymilkround.com/s4/diversity/employers/employerpage.asp?section=companyInfo&companyID=63&tab=profile&h=165&w=255&sz=7&hl=en&start=1&tbnid=bPSO5up82KTTyM:&tbnh=72&tbnw=111&prev=/images?q=fidelity+logo&svnum=10&hl=en&lr=

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Hosted CRM from Oracle – CRM OnDemand

More Connected MobileSmartphone Access to CRM (OnDemand and Siebel)

Easy to use

– Focus on work optimized for a mobile device

– UI consistent with other device applications

Customizable deployment

– Customize without coding

– End-user personalization

Radically thinner client

– No sacrifices in the user experience

– Rapid uptake of new platforms

Standards-based

– Published APIs

– Commonly available tools

– HTTPS, SOAP, XML, JSON, etc.

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Business Process

Ad hoc, Easy

Bu

sin

ess S

tra

teg

y

Adaptive

Tra

nsfo

rmatio

nal

CRM OnDemand vs. CRM OnPremise (Siebel)Both powered by Oracle

Deep Process Integration,

Deep Functional Depth,

Sophisticated

CRM On Demand

Knowledge Worker

CRM On Premise

Transactional User

Tra

nsfo

rmatio

nal

Administration

Assistence

Investment

Bankers

Client

Manager

Relationship

ManagerBusiness

Development

Operations

Product

SpecialistsCall Center


Customer-Driven

Social Media

Cloud Computing

Mobility

Real-Time Decisions

Cross-Channel

CRM MegatrendsShifting How Business Is Done

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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

• CRM plays essential role to drive profitability

• ….. And Oracle can help you to deliver


We have been discussing

• Siebel CRM (and industry releases)

• CRM Desktop (MS Outlook Interface)

• CRM OnDemand

• Fusion Mobile CRM (Apple, Blackberry)

• Siebel Loyalty

• Oracle Business Intelligence Applications

• Siebel eBilling

• … and Oracle has much more to offer

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Interested in Oracle CRM ?

• www.oracle.com/crm

• www.crmondemand.com

• YOUtube (Oracle CRM, Oracle CRM On Demand)

• Send an email to Egle Bulotiene ([email protected])

• … or myself [email protected]

http://www.oracle.com/crm

http://www.crmondemand.com/

mailto:[email protected]

Deliver a Superior Customer Experience. › oms › oracleday › od11-apps-new... · Loyalty...

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