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

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

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

Channel strategy and Customer Value


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

3

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


Why is social media important ?
B2C Consumers are preferring social media over other channels,
bypassing the contact center

©2010 Buzzient, Inc

4

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

Service Request from Social Media Post


Agent Responds From Within CRM OD


6

Outbound Response Tracked in Two Places


Customer Reviews Response and Responds


7

Inbound Response as a Task


Inbound Response Tracked in Two Places


8

Customer Response Merits Creating a Solution


Agent Creates Solution From Response


9

Solution Added to CRM OD


Analysis
Social Media Sentiment v. Service Request Volume


10

Customer Value Added Services


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


11

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

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


13

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

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


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


15

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


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


16

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


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


17

Megatrends
Shifting How Business Is Done

Customer-Driven Cloud Computing

Cross-Channel Mobility

Real-Time Decisions Social Media


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


18

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


19

Embedded Contextual Analytics

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

Relevance


Agent/Manager.. Role Based Analytics
• Customer Insights in context

• Role KPIs

• Contextual Links
• Real-time warnings and
notification


20

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

Customer information

… Linda Johnson is recognized as a student holding
two accounts with National.


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

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


23

Oracle social crm technology

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