Oracle social crm technology

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Social CRM – Technology perspective on Business

.. or the other way around ?

Daniel Burian

CRM Presales Manager, Central Europe

Copyright ©2011 Oracle. All rights reserved.

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

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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

Evolving Customer Journey

Comparison Site

Google Search

Facebook Fan Club

Visit Retail Store

Chat

Email Order Confirm w/Rec

Local Store

Share Experience on

Twitter Read Reviews

Return In-store

Troubleshoot On Community

Product Info

Buy Online

Issue Complaint

Kiosk

Web

Contact Center

In-Store

Complex Purchase Cycle Involving Many Interactions

Phone Order

Research Shop Buy Service Pickup

Catalog

Mobile Device

eMail

Social

Begin Catalog Order

Browse Catalog

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Channel strategy and Customer Value


Social CRM for Sales, Marketing

and Customer Service

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Knowledge Base EFM

SCRM

Lead Management

Product Review

s

Customer Engagement

Opportunity Management

Internally Focused

Externally Focused

Sales Contacts Brand Awareness

Social Monitoring

Product Development

Social Networking

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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

Service

Why is social media important ?

B2C Consumers are preferring social media over other channels,

bypassing the contact center

©2010 Buzzient, Inc

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And more…

Social Media Analytics

and Integration Platform

Buzzient Analytics Oracle CRM

On Demand

Buzzient harvests

content according to

you customer’s

brands/products

Buzzient stores and

analyzes the related

social media

Buzzient web app

visualizes analytics

and content

Buzzient

transparently

integrates into Oracle

CRM

©2010 Buzzient, Inc

Posts about problems,

issues, sales interest,

product opinion,

feedback, etc.

Bring Social Media INTO the Enterprise Solution example - Buzzient

Community Manager Dashboard

© 2010 Buzzient, Inc. All Rights Reserved

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Service Request from Social Media Post


Agent Responds From Within CRM OD


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Outbound Response Tracked in Two Places


Customer Reviews Response and Responds


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Inbound Response as a Task


Inbound Response Tracked in Two Places


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Customer Response Merits Creating a Solution


Agent Creates Solution From Response


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Solution Added to CRM OD


Analysis Social Media Sentiment v. Service Request Volume


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Customer Value Added Services


Model for Customer Self-Service Oracle 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

Predictive Unbilled Usage vs. Plan

Targeted Offers based on

Profile & Usage

Customer Resolution Consolidated Billing

Automated Dispute

Personalized Consumer & Business

Reporting

Interactive Business

Hierarchy & Analytics

Targeted FAQs and Offers

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ATG eCommerce at Telefonica O2 CZ

Which

Products ?

What

Customers ?

References

Which types of

customers are

buying which

products?

Which references

can I use to help

me close my

deals?

Which prospects most

resemble those

customers?

Typical Sales Rep

How Can I Sell More?

Competition

Who is my

competition ? What

is my winning

strategy ?

Sales

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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


80 - 20 Parret’s Rule

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Sales process structure ??

Forecasting, Analysis, & Planning

Lead Opportunity Quote Order

Contract Compensate

All Customer-Facing Channels

Direct/Indirect

Grow Revenue

Reduce Cost of Sales

Oracle CRM On Demand Simple but Powerful CRM Solution (SaaS)

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Marketing On Demand

Prospect Insight

Database

3. Drive to

website &

to targeted,

personalized landing pages

4. Distinguish By Biz Rules

To…

5. Move hot prospect to sales funnel

7. OR move to

adaptive lead nurturing

program

8. Measure marketing

ROI

1. Build

targeted lists for precision

marketing

2. Execute

multi-channel campaigns

6. Push hot prospect to

sales or contact center

Marketing


CRM OnDemand – Marketing & Sales Funnel

CRM On Demand Release 18 delivers a complete, enterprise-class

marketing and sales solution to maximize the revenue funnel

Marketing Owned

Sales Influenced

Sales Owned

Marketing Influenced

Lead

Generation

Deal

Support

Lead

Acceptance

Lead

Nurturing

Lead

Qualification

Closed

Business

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Integrated Marketing and Sales

Qualified Opportunity

Lead Gen Feedback

Lead

Nurturing

Lead

Generation

and Capture

Unqualified Lead

Collateral

List Purchases

Email

Webinars

Tradeshows

Other Data Sources

Increase the quantity of “sales ready” leads by automating the entire

marketing process from initial contact to contract

Sales

Delayed

Win


Response and Lead Automation

Sale

Acceptance

Leads

Score

Route

Call Center Email SalesForce

Lead

Automation

Responses

Reject

Augment

Suppress

De-Dupe

Response

Management

Validate

• Improve lead quality with validation, standardization, and data

augmentation

• Automate scoring and distribution to sales channels

• Eliminate processing delays

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Sales Enablement and Collaboration

Real-time view of recent

multi-channel interactions

Inform sales about

nurturing activity

Insights from

progressive

profiling

Sales able to give

feedback and instruct

marketing follow-up


CRM OnDemand Marketing

Online / offline contact data Response processing rules

Automated multi-step campaigns and business rules

Landing Pages Microsites Web Forms Web Tracking Personalization

Dashboards, Reports, Ad-hoc Analysis

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Customer-Driven

Social Media

Cloud Computing

Mobility

Real-Time Decisions

Cross-Channel

Megatrends Shifting How Business Is Done


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

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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 Action Secure 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

Driving Intelligent Interactions using

Real Time Decisions

Generational Steps

Incre

asin

g V

alu

e

Transactional

Reporting

Query,

OLAP / DW

Performance

Management

Insight Driven

Action

“Here are your reports”

“Explore my data”

“How am I doing

vs. goals?”

“What is my best opportunity?”

“What should I do next?”

Intelligent

interactions

“What should I do now,

at the moment of contact”

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Customer information

… Linda Johnson is recognized as a student holding

two accounts with National.

Dell’s Siebel Implementation – Delta

SINGLE, GLOBAL

INSTANCE OF

SIEBEL

30,000 TOTAL USERS

RECORDS IN THE

SIEBEL DATABASE

70,000 SERVICE

REQUESTS

CREATED EVERY

DAY

REDUCTION OF

AGENT AVERAGE

HANDLING TIME

SEAMLESS

INTEGRATION WITH

IVR, CHAT AND

EMAIL CONTACT

SYSTEMS

900 MILLION RECORDS

LOADED FOR INITIAL

DATA MIGRATION

ONE OF THE

WORLDS

LARGEST SIEBEL

IMPLEMENTATIO

NS

17 TB CORE

SERVICES DATA

REPOSITORY

15,000 PEAK CONCURRENT

AGENTS USING

SIEBEL

100+

Million

Savings

REDUCTION IN

REPEAT DISPATCH

RATE % OF KEY

DATA ARCHIVED

SOA

INTERFACES

IMPLEMENTED

4.6 BILLION

12%

25%

20% 80+

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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

Oracle social crm technology

Technology

Transcript of Oracle social crm technology