Oracle OpenWorld: Customer Experience Keynote

Your customer has changed.  Customers don’t trust business to provide guidance. They trust friends.  You want to be able to interact with your customers where they are and with what they are doing.

• 97% of execs say customer experience is critical
• 30% say that are just getting starting with CX
• 20% consider their customer experience to be advanced.

The question: have you connected the experience across the channels? Does your call center channel strategy align with your brick and mortar strategy?  You want to tie together your customer and your brand through a variety of those channels.

Solutions:

• Oracle Social
• Oracle Marketing
• Oracle Sales
• Oracle CPQ
• Oracle Commerce
• Oracle Service
• ….. all pulled together through foundation tools like social, analytics, etc.
• Note that web content and portal aren’t part of the play at this time.  No WebCenter Sites or Portal

All this should be enabled in the cloud.

1. Complete – Modern marketing, selling, commerce, service, and social apps that empower the customer
2. Cross change – drive value with pre-built businesss proceses
3. Insight and Extensible
4. Tailored for industries

The presenter then spent a fair amount of time focusing on what’s happening at the conference with each of the CX pillars.  But here are some interesting stats:

• 175% increase in revenue attributed to marketing
• 50% customer respontes rates
• 30% new customer growth
• etc.

The integration question

Oracle has provided over 37 cross-channel integrations.

• marketing to sales cloud
• sales to marketing
• PaaS integration to everything so that the mobile app you create integrated the marketing or service cloud
  • This would include document sharing, extensions of the cloud apps to meet your needs, etc.
• Insight comes from the fact that data exists and can be tracked across all the Cloud products. This is the Oracle Analytics cloud.

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Industry capabilities will include pre-built best practices with views, blueprints, and even accelerated deployements with pre-built components.

Solutions Highlighted

Digital is changing the world:

• Wearable devices marketing will grow to $19B by 2018.
• 98% of consumers move between multiple channel to complete tasks.
• Reviews and word of mouth are increasing their influence.
• 80% of consumers are more likely to recommend a brand that offers a simpler experience.
• 4 of the top 5 global brands are digital at the core (Apple, Google, IBM and Microsoft).
• Amazon and eBay are the only pure retailers on the list of the top 100 brands.

There are digital realities you can’t escape:

• Customers are ever more empowered.
• Engagement is on their terms.
• Platforms and devices change the field.
• There is a new face of competition. Your competitors are doing more and at an ever increasing speed.

The business imperative is to achieve enduring customer experiences at scale  This comes from a customer focused digital transformation. It also means you have aligned tools and  processes.  Creating that relevance requires three things:

1. Utility – I accomplished my goal
2. Usability – I didn’t have to work hard
3. Engagement – I feel good about that.
4. These combine to achieve “delight”

If you want to be successful then you need to do two things:

1. Understand the journey from a customer’s point of view.
2. Actively manage the journeys of your customers.

What are the enabling technologies?

1. Oracle integration and BPM / SOA tools
2. MDM and BI tools
3. tools like WebCenter sites, mobile app framework, etc.
4. The cloud based tools mentioned above
   1. Sales Cloud, Marketing Cloud, Service Cloud, etc.

Living services concepts means:

1. Continuously organize, capture, and analyze data.
   1. Keyword search
   2. interaction history
   3. Localized services
   4. interests
   5. demographics
2. Develop segmentation schemas which adapts to changing behavior
3. Continuously test, refine and adapt design to customer intent
4. Stop talking about users and talk consumer
5. stop thinking task and start thinking about intent
6. Give priority to participatory interactions rather than one way communications
7. Move beyond single to connected touch points
8. Measure brand value by fluidity across channels

Do and Don’ts

Do

• Ask waht do I know about the consumers intent
• Create a persuasive experience by discovering the attributes
• Test different variations
• Connect experience across channels

Don’t

• Ask who is the user
• create a static personna
• Assume you will ever get it right the first time
• Manage customer by channel

Bottom Line

Living services are a cycle.  Treat it as such.