Personalisation to individualisation retail deck

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Beyond Personalisation to Individualisation

Kristi Mansfield, Director CX & TransformationAdi Gulati, Commerce CloudOracle Customer Experience


Mass Production Mass Customisation Segmentation Personalisation Individualisation

Your customers are now in charge

From Gen Z tothe GreatestGen

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Give me a positive experience and I’m 3x more likely to be a loyal customer

A great experience means you could increase cross-selling opportunities by 5x

I expect advice based on my location (59%)

I expect real-time recommendations (54%)


Individualisation is Achieved When Customer Intention is Anticipated, Understood & Actioned

84% of businesses have experienced a trend towards customers wanting an individualisedexperience

Only 1 in 5 say they can effectively offer an individualisedexperience

Individualisation and agility are key to revenue growth. BI tools, CX solutions, play a vital role.

81% believe cloud-based solutions are important to delivering individualisedcustomer experience

Source: Oracle Individualization Research study, April 2016

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31%

32%

34%

38%

40%

Our digital marketing campaigns areresonating less well with

customers/prospects

We struggle to centralize our various data-sources and our customer data

Our online purchasing journey is not properlyoptimised for multiple/mobile devices

Our customers/prospects prefer interactionsto be on their terms and to initiate sales

discussions themselves

A growing number of digital channels andincreased competition have made customers

more fickle and less loyal

Biggest Challenge Today Meeting Customer Expectation


The Challenges


Some Are Born Data-Driven

We must move beyond

having data to being data-driven

Uber Spotify Netflix AirBnB Amazon Whatsapp Tesla Facebook Google


InspireEvaluate

ConfirmPurchase

Car Wait

Pick up

Info

Offers

Actions

Pre-Purchase Purchase Post-Purchase

Personalisation today

Customer profilingSegmentation

Content targetingSocial media listening

Next best offer Content marketing

Location based marketingCommerce

Personalised serviceKnowledge

Location based marketingCommerce


Retail Industry ChallengeBlend The Physical & Digital

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• Today 64% of in-store purchases influenced by digital

• Expected to be 90% by 2020

• With Digital that pervasive, the concept of Online and Offline will be irrelevant

• Retailers must continue to prepare for that convergence


Eslite Customer Journey - Enabled By Oracle Cloud

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SocialRelationship

SocialRelationship

Responsys

Mobile Mobile Mobile

Mobile

Content &

Experience

MobileInsight


The Opportunities


Empowered Customers

Digital is Humanized

Knowledge Everywhere

Internet of Things

Mobile as Primary Channel

Cross-Channel Service

1990s 2000s 2010sWHAT’S NEXT

1980s

of organizations cite ‘complexity’ as the greatest barrier to improving multichannel customer experience

40%

Evolution of Channels


Channel Strategy Priorities


Web Customer Service

Expand to Where Your Customers Are

Components• Messaging• Registration• Knowledge Search• Media Upload• Incident History• Survey



Customer Engagement

• Web Video: Start a video chat session with a customer at the click of a button

• Modern Consumer Experience: Easy deployment for access across web and mobile touch-points

• Omni-Channel: Add video as a new service channel using existing routing and agent/administrative tools

KEY BENEFITS

• Build better customer relationships by providing a more personal connection with agents to increase trust and rapport

• Diagnose and solve issues by offering visual assistance and collaboration

• Improve communication by leveraging the full experience of voice, tone, expressions and gestures

1-way video stream shows the agent to the customer – future releases will

support 2-way video



Conversational Commerce

CHAT BOT

• Conversational FAQs: Can answer common questions via a natural interaction

• Escalate to a Live Agent: Triage and hand-off to a human agent as necessary to resolve

• Provide a differentiated experience by offering a modern, conversational engagement

• Improve efficiencies by resolving predictable interactions at low cost

• Provide a capacity buffer to smooth agent availability issues and channel transitions

Customer can interact naturally

Virtual Assistant (VA) is available via Chat

VA recognizes intent (not just keywords)


Decision

Science

Machine

Learning

Web-Scale Data Content CX Cloud

Offers


Adaptive Intelligent™ Offers

Achieve the Best Outcomes with the Most Data

Most and highest quality data from Oracle’s Data Cloud enriches consumer

profiles to deliver more personalized and relevant experiences in real time

Increase Customer Lifetime Value

More personalized and consistent experiences across the lifecycle drive

initial conversion, better up-sell, and cross-sell

Turn Static into Adaptive Journeys

Offers adjust to what consumers need in the micro-moments when they need

them most

Deliver Highly Personalized Offers for Consumers

1st-Party Data

Digital, Commerce, Marketing LOB |

Retail | Travel & Hospitality

3rd-Party Data

Consumer Advertising Profile

Geospatial Calendar Events

Weather Social Bots

Customer Profile Orders

Clickstreams

Customer Interactions

Service Inquiries


Data Ingestion Insights

Decision Science

Supervisory Management

Display Output

Five Components of Adaptive Intelligent™ Offers


Making It Work

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Our two biggest criteria are:

are you a marketer by background

and

do you understand technology?


Thank you

[email protected]@oracle.com

Oracle Customer Experience

Personalisation to individualisation retail deck

Internet

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