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Similaire à 7 deliver world class customer experience with big data and analytics and location based services
Similaire à 7 deliver world class customer experience with big data and analytics and location based services (20)
Plus de Dr. Wilfred Lin (Ph.D.)
Plus de Dr. Wilfred Lin (Ph.D.) (20)
7 deliver world class customer experience with big data and analytics and location based services
- 1. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.1
Deliver World Class
Customer Experience
with Big Data & Analytics and
Location-Based Services
Eddy Chan
Solutions Manager, APAC Business
Analytics COE
10-Oct-2013
- 2. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2 Sources: Facebook 10Q, June ‘12 (Total Monthly Active Users); Comscore Datamine Study, Feb. ‘12
As of October 2012, Facebook had
more than 1 Billion active users.
20% of all time spent online
is spent on social platforms.
#1 online activity
Technology has changed how we interact …
Of all uses for a mobile
phone, making a call only
ranks 5th.
Social Media is 2nd.
- 3. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3
CUSTOMERS TAKE CONTROL
1% of consumers feel that
their expectations for a
good experience are met
94% of consumers will pay
more for a better
customer experience
89% of consumers switched
to a competitor after a
poor experience
Power Has Changed
Has Your Business?
Mass media The Internet / 1:1 Social / Mobile
- 4. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4
THE SAME
APPROACHES NO
LONGER WORK IN THE
AGE OF THE CUSTOMER
- 5. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5
Why Boards love Customer Experience
CX Leaders Outperform !!
- 6. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6
Proving the Value of Customer Experience
ACQUISITION
Increase Sales & Adoption
RETENTION
Build Trust & Strengthen
Relationships
EFFICIENCY
Reduce Costs & Effort
GENERATE MORE
OPPORTUNITIES
IMPROVE CUSTOMER
SATISFACTION
INCREASE SELF-
SERVICE SUCCESS
INCREASE
CONVERSION RATES
IMPROVE SERVICE
QUALITY & RELIABILITY
REDUCE COST PER
INTERACTION
INCREASE AVERAGE
ORDER VOLUME
DRIVE LOYALTY &
ADVOCACY
IMPROVE SERVICE
PRODUCTIVITY
Measurable Metrics
- 7. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7
82% of Companies Lack Visibility Into CX Value
Source: Dynamic Markets, “Performance Management: An Incomplete Picture” April 2011
Products
Services
Channels
Customers
Brands
Projects
- 8. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8
Mobile
Social
In Store Contact Center
Field Service
Direct Sales
Channel SalesWeb
Oracle
Marketing
Oracle
Commerce
Oracle
Sales
Oracle
Service
Foundational Tools
Oracle Cloud
Infrastructure and
Platform Services
Oracle MDM, BI and
Decisioning Tools
Oracle Integration and
BPM/SOA Tools
Oracle
Social
Oracle Mobile, Portal
and Content Tools
Leader in CRM Lead Management
Leader in E-Commerce
Leader in Sales Force Automation
Leader in CRM Web Customer Service
Leader in CRM for Large Organizations
Leader in CRM Customer Service
Contact Centers
Leader in CRM Suite for Customer
Service Solutions
Oracle CX connects every engagement your customer
has with your brand
- 9. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9
How Oracle Powers
Great Customer
Experiences
- 10. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10
Oracle CX delivers for you
And your customers
SMARTER SALES
Sell More
Know More
Grow More
COMMERCE ANYWHERE
Personalize Experiences
Connect Interactions
Drive Results
MODERN MARKETING
Engage Audiences
Know Buyers
Drive Revenue
CONNECTED SERVICE
Understand Needs
Solve Problems
Delight Customers
- 11. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11
Smarter Sales
Sell More, Know More, Grow More
Ensure sales reps are selling the
most appropriate products to
customers based on what they
own and need
- 12. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12
Sell More, Know More
Overcome Challenges for a Complete View
EMPOWER USERS WITH
INSIGHT & TOOLS
51% lack quality, reliability or
comprehensiveness of
data for #1
43% lack of effective systems
to gather and analyze
data for #2
Source: The EIU, In Search of Insight and Foresight: Getting more out of Big Data, April 2013
- 13. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13
Improve Data Quality and Accessibility
Standardize and Organize Data
Consolidate multi-structured data
and sources into one repository
Cleanse data by standardizing,
error-correcting, and de-duping
Govern data by definition,
regulation, auditing, and access
Share master data for better
insight to increase sales and trust
- 14. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14
90,000 SKUs receiving 129,000 hits a day
Improved user uptake by 300%
“This makes it much easier for staff to find
product information at the click of a
button—helping us to increase store
manager and customer satisfaction, grow
sales, and reduce costs.“
Scott Heyer, Manager of Store Systems
Standardized product information for higher
quality on-line search for in-store sales
Smarter Sales
Quality Data
Solution components: Oracle Enterprise Data Quality, Oracle Endeca Guided Search
- 15. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15
Oracle Analytics Enhance CX
Start anywhere and evolve
COMMERCE ANYWHERE
SMARTER SALES
CONNECTED SERVICE
Quality
Data
- 16. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16
CRM ANALYTICS
SALES
Pipeline Analysis
Forecast Accuracy
Up-sell/Cross-sell
Cycle Times
Lead Conversion
Sales Team
Effectiveness
MARKETING
Campaign
Effectiveness
Customer Insight
Product Propensity
Market Basket
Analysis
Campaign ROI
SERVICE &
CONTACT CENTER
Effectiveness
Satisfaction
Resolution Rates
Efficiency
Service Cost
Service Trends
ORACLE BUSINESS INTELLIGENCE FOUNDATION
And Other
Operational Sources
PRICE
Price Segments
Price Waterfall
Analysis
Deal Life Cycle
Deal Desk Analysis
Product Pricing
Performance
LOYALTY
Member
Demographics
Membership Trends
Promotion Cost
Promotion
Effectiveness
Points Analysis
Explore Organizational Insight
Operational Reporting & Dashboards
80+ pre-built analytic
applications
800+ pre-defined metrics
Source adapters for data
integration
- 19. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19
Maximize cross- and up-selling
opportunities
Improve campaign success rates, and
enhance customer support
Simplify management across IT stack
Minimize downtime or performance
issues in a critical, client-facing
environment
Accelerated and simplified customer
experience insight
Solution components: Oracle Marketing Analytics, Siebel Contact Center, Oracle
Business Intelligence , Siebel Communications, Media, and Energy, Sun SPARC
Smarter Sales
Operational Reporting & Dashboards
- 20. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20
Customers
“.. zoom feature must
be broken, seems
stuck on wide angle
setting..”
Influencers
“.. the D150 is not user-
friendly but is an
excellent camera for the
amateur photographer..”
Competitors The Public
“.. our new model
surpasses the D150 in
quality, functionality
and ease of use..”
“..posted some more
landscapes from my
D150. Love it, picture
quality is awesome..”
Explore the Insight from Conversations
Discover topics, consistent themes, consumer sentiment and more
- 21. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21
Combine Structured and Unstructured Data
“Why didn’t
younger buyers
respond as we
expected?” A: smaller target
population than
previous campaign A: no issues with
availability in stores
Answers from Structured Data
A: negative sentiment about
campaign spokesperson
A: issues with lens A: not user-friendly
“.. zoom feature must be
broken, seems stuck on
wide angle setting..”
“.. the D150 is not user-friendly
but is an excellent camera for
the amateur photographer..”
“.. I can’t believe John Doe was
spotted taking pictures with their
#1 competitors camera..”
Answers from Unstructured Data
Interactive Dashboards
- 22. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22
Kraft Uncovers Root Cause Of Sales Spike from Social Media
Oracle Endeca Information Discovery
With 25,000 employees in the United States and Canada, Kraft Foods is North
America’s 4th largest consumer packaged food and beverage company, with revenues
of approximately $19 billion
Before
Within consumer marketing group, wanted to better
understand the consumer so can more effectively
market to them and sell more products
Found traditional data sources were often
unable/insufficient to explain variations in sales and
performance in product and brand.
Difficult to combine non-traditional data sources, like
Social Media, customer service call reports,
customer satisfaction surveys, to help investigation
Unexplainable spike in Macaroni and Cheese sales
- 23. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.23
Kraft Uncovers Root Cause Of Sales Spike from Social Media
Oracle Endeca Information Discovery
After
Combined structured data (internal data for all
orders, AC Nielson data for promos, for ad spend)
with unstructured data from call center transcripts in
CRM and social media data
Successfully found root cause of a spike in Macaroni
and Cheese sales out of noisy data, related to
YouTube viral video of new voice-over artist for the
product.
- 24. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24
Sell More, Know More
Predictive Analytics to Anticipate Behavior and Forecast Business
ADD FORESIGHT TO INSIGHT
75% of execs at top performers
say predictive analytics is
the most critical for #1
Source: The EIU, In Search of Insight and Foresight: Getting more out of Big Data, April 2013
47% of execs at top performers
say scenario modeling is the
most critical for #2
- 25. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25
Sell More, Know More
ADD FORESIGHT TO INSIGHT
8%
of organizations use
predictive modeling,
optimization, or data-
mining extensively
Predictive Is Critical Yet Has Low Adoption
Source: Gartner BI Platforms User Survey 2011: Customers Rate the BI Platform Functionality
30% of organizations use
predictive at all
- 26. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.26
Predictive Analytics
Identify next likely action in
purchase, churn, or fraud
Analyze “baskets” for patterns,
associations, and relationships
Reduce risk for product launches
and missing targets
Detect outliers and anomalies for
promotion or prevention
Variety of Scenarios
- 27. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.27
Monitor numerous parameters for up
to 10 billion daily call-data records
“We can analyze large volumes of
customer data and call-data records
easier and faster than with any other
tool and rapidly detect and combat
fraudulent phone use.”
Hasan Tonguç Yılmaz, Manager
Anticipate risky customer behavior with
in-database predictive analytics
Sell More, Know More
Anti-Fraud Predictive Analytics
Solution components: Oracle Advanced Analytics, Oracle Exadata Database Machine
avings
Traditional Analytics
Hours, Days or Weeks
Data Extraction
Data Prep &
Transformation
Data Mining
Model Building
Data Mining
Model “Scoring”
Data Preparation
and
Transformation
Data Import
Model “Scoring”
Embedded Data Prep
Data Preparation
Model Building
Oracle Advanced Analytics
Seconds, Mins or Hours
- 28. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.28
Smarter Sales
Sell More, Know More, Grow More
Align scenarios analysis and allow
course corrections when
unexpected events impact the
forecast
- 29. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.29
Model CX Value and Performance
Model customer acquisition,
retention, and efficiency metrics
Forecast and simulate impacts
Calculate lifetime value
Reduce planning cycle times
Scenario Analysis
- 30. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.30
Model Scenarios More Accurately
• Only 3 possible outcomes
• Limited view of risk
• What are most important risk factors?
• What are the odds I’ll make the target?
• Which outcome is most likely?
The Old Way
Single Point Scenarios
The New Way
Thinking in Ranges
• Full range of outcomes
• Illustrate probability of outcomes
• Immediate visibility into inherent risk
• True risk analysis for value of CX
- 31. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.31
Visualize CX Performance
Strategic Scorecards
Trees
Maps
Contribution
Scorecards
- 32. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.32
Commerce Anywhere
Personalize Experiences, Connect Interactions, Drive Results
Present relevant and personalized
offers to give customers what they
are looking for
- 33. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.33
Commerce Anywhere
Creative headers, images, messaging, and product
content is optimized to experiment conversions
Variety of data in customer profiles, sentiment, and
historical transactions are combined for context
Each click generates several predictive model
combinations generating call to next best action
Real-time, self-learning analytics automatically
improves presentation and suggestions for high-
velocity marketing for billions of daily decisions
Personalize Experiences, Connect Interactions
Web
Fully dynamic and personalized cross-
channel user interactions
offer / product / content / user flows
Store
Social Media
Mobile
- 34. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.34
Connected Service
Understand Needs, Solve Problems, Delight Customers
Offer customers the right
products and service when
they contact us
Recognize patterns in
service issues, and social
media early
- 35. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.35
Commerce Anywhere and Connected Service
Sales
Customer Acquisition Targeting
Cross Sell/Up Sell / Guided
Selling
Next Best Action/Approval
Marketing
Next Best Action/Offer
Interactive Campaigns
A/B and Multivariate Testing
Service
Next Best Action/Treatment
Customer Retention
Risk and Anti-Fraud
Automated Decisions
Process Integration at Every Point of Interaction
- 36. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.36
Commerce Anywhere and Connected Service
Rules &
Predictive Models
Interaction &
Customer Data
Content Library
& Choices
Automated Decisions
Next Best Action
Recommendations
Acquisition, Retention
& Efficiency Goals
Self-Learning
Process Integration for Prescribing Next Best Action
Closed
Loop
- 37. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.37
$132M in net new revenue in 2012
40% reduction in cost of dispatch
30% increase in NPS
“The insights are amazing. You can
really see customers' buying patterns
and interests, how they change over
time, and we can take action on that.”
Mark Sucrese, Marketing Director
Next Best Action for call centers, direct sales,
email, mail, mobile, chat , social, web
Commerce Anywhere & Connected Service
Decision Process Integration
Solution components: Oracle Real-Time Decisions, Oracle Business Intelligence Suite,
Oracle Siebel CRM, Oracle Eloqua, Oracle WebCenter Sites
- 38. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.38
Improved sales conversion rates and value,
problem resolution, and reduced churn by 20%
Increased employee retention and confidence
by 65%
“The real-time capability takes into account
any contextual data that occurs in the
interaction with the customer, which is
exceedingly valuable.”
Alistair Dixon, Head of Delivery, Retail
Business Intelligence
Next Best Action for call centers, on-line,
and in stores
Commerce Anywhere & Connected Service
Decision Process Integration
Solution components: Oracle Real-Time Decisions, Oracle Business Intelligence Suite,
Oracle Right Now
- 39. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.39
Foundation
Oracle Customer Experience Foundation
Data Management Integration, Automation,
Decisioning
Collaboration & Business
Intelligence
Unstructured
& Structured
Analytics
SocialIntegration Business
Process
Mgmt
Real-time
Decisioning
Customer
Hub
Product
Hub
Collab-
oration
- 40. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.40
Business areas that will
receive investment for
innovative analytical
capabilities
0 10 20 30 40 50 60
HR, workforce, and talent
Supply chain/procurement
Sales
Marketing
Research/product develoment
Customer interactions
Strong performers Average and weak performers
Top Performers Prioritize Analytics in CX
Source: The EIU, In Search of Insight and Foresight: Getting more out of Big Data, April 2013
- 41. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.41
Location-Based Services Used to Mean...
785 Peabody Rd.
12 Turk Ave.
87 Lima Ct.
- 42. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.42
...Then Cell Phones Broadcast Your Location
- 43. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.43
Of location-based revenue
came from MOBILE
operators by 2008
Copyright © 2012, Oracle and/or its affiliates. All rights reserved.43
- 44. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.44
When you Connect and Engage, you…
IMPROVE CUSTOMER SATISFACTION AND
RETENTION
INCREASE CONVERSION RATES
BUILD BRAND LOYALTY
- 45. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.45
Locate the customer
Understand the
customer
Build and deliver the
offer
Challenges
- 46. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.46
Locate The Customer
1 LOCATION
2 SPEED
3 DIRECTION
4 CONTEXT
- 47. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.47
Understand The Customer
ENGAGE
DELIGHT
UNDERSTAND
- 48. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.48
Build And Deliver The Offer
1 RELEVANT
2 LOCATION-AWARE
3 MEASURE
4 OPTIMIZE
Decisions
- 49. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.49
Four Examples
Company Location-Awareness
Turkcell Cell-phone
European Bank ATM
Global Bank PoS
San Francisco MTA Smartphone App
- 50. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.50
800,000+ subscriber related
events per second
50+ simultaneous campaigns
Less than 1 second times
Scalable architecture, ready to
expand on demand
1.5B Billion Daily Events
Location-based Mobile Billboard
Turkcell
- 51. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.51
Customer profile enrichment
with Big Data
Capture movement of ATM
users (geo-fencing), as well as
patterns in their usage with
event processor
Generate coupons to mobile
device with decision engine
Market Segmentation and Geo Fencing
European Bank
- 52. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.52
Customer profile enrichment
Capture credit card POS and
merchant data
Geo location of POS
Geo location of nearby bank
wholesale customers
Generate offer to mobile device
with decision engine
Real-time Offers and Geo Fencing
Tier 1 Global Bank
- 53. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.53
Integrated to help citizens easily
find over 8,000 of San
Francisco’s parking spots
Real-time data and demand-
responsive pricing work
together to readjust parking
patterns
Early Adopters of the Future
SFpark Mobile App
- 54. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.54
Locate the customer
Understand the
customer
Build and deliver the
offer
Location-Based Services with Oracle
- 55. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.55
Analyze in real-time
massive data streams
A complete solution for
building applications
Filter data before it
clutters your data
warehouse
Filter and Correlate
Oracle Event Processing
- 56. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.56
Combine and explore
diverse, unstructured
data
Fast answers to new
questions to meet
business demands of the
user
Discover New Insights
Oracle Endeca Information Discovery
- 57. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.57
R code and/or SQL
Models run in-database
Large data sets
Built-in security
Uncover Hidden Relationships
Oracle Advanced Analytics
- 58. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.58
Geographical location
Physical network
Virtual relationships
Analyze Based On Location
Oracle Spatial and Graph
- 59. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.59
Self-learning predictive
analytics, business rules
Personalized multi-
channel recommendations
Maximize the value of
every interaction
Automate Decision Making
Oracle Real-Time Decisions
Arbitration
Goals
Rules &
Models
Automation
- 60. #BigDataAtWork Copyright © 2013, Oracle and/or its affiliates. All rights reserved.60
Conclusion
Large, growing opportunity
Becoming broadly accessible
Complete Oracle solution