Presented during the High Performance Marketing Conference 2012, organized by Accenture on February 9th 2012. This presentation was given by Marc Dirks of Oracle, and discussed the Differentiated
Customer Experience
10.
Complimentary Interior Design Consultation
As a valued Lux Club member, we are offering you the opportunity to
meet one of our professional design consultants at a store near you.
Our design consultants can help give the look you really desire.
Schedule an appointment:
Confirm Cancel
More Available Times
11.
Thank You, Sarah Jones
Your Confirmation
We are pleased to confirm your design consultation with Terry Lucca
on 20th September 2010 at our Palo Alto store.
Consultant: Terry Lucca
Date: Monday, 20th September
Location: Palo Alto
Time: 3:00PM Back to Home Page Exit
34. Where Brand Promise Meets Brand Execution
The Perfect Customer Experience
#10: Compelling Interface #1: Smart Cross-Channel
“Your brand is cool. Whatever the “Your brand is consistent and trustworthy.
channel, the experience is fresh and You never drop the ball. Whatever the
compelling and unmistakable. I am proud channel, you are there whenever and
to be your customer” wherever I need you”
#9: Social Networking #2: Contextual Journeys
“I trust you. So do my friends. I enjoy being “You understand my history, my current
your advocate. I am glad to be part of your situation and my desired destination. Your
social network, and I am glad you are part recommendations are helpful, astute and
of mine. I like you” non-invasive”
#8: Enduring Loyalty #3: Engaging Self-Service
“You recognise me and reward me. I “Interacting with you, to manage my
appreciate the way you treat me. You account or consider a purchase, is always
make me feel special and you understand helpful. You never hard sell. You often
what makes me tick” surprise and delight me.
#7: Distinctive Clienteling #4: Outbound Precision
“My experience in your stores is smart, “Whenever you contact me, you respect
stylish and distinctive. Your staff are well- my privacy and understand my
informed and use cool technology to preferences. Your messages are relevant
make me feel special” and timed to perfection”
#6: Mobility / Location Services #5: Action Framework
“Wherever I go, you understand and “You deliver on your promises.
anticipate what is right for me, there and You don‟t just recommend actions, you
then. I take you everywhere. It‟s fun and execute them, there and then, across
invaluable having you there” channels. Said and done”
34
35. Brave New World
Raving Fans
“The value of my brand, the fate of my enterprise, is in their hands, driven by the quality of their experience”
36. CRM (From The Consumer‟s Perspective) it’s all about
Applications and technology the customer
delivering excellent customer experience
flexibly, efficiently, sustainably, scalable, cost-effectively…
Customer Experience
Process Orchestration
Functional Components
Data Management
37. CRM (From The Consumer‟s Perspective) it’s also about
Applications and technology the architecture
delivering excellent customer experience
flexibly, efficiently, sustainably, scalable, cost-effectively…
52. Siebel Marketing – Selected References
Retail, Travel & Finance & Consumer Goods & Comms, Media & High Tech, Mfg
Hospitality Insurance Life Sciences Energy and Other
53. Siebel Marketing – Selected References
Retail, Travel & Finance & Consumer Goods & Comms, Media & High Tech, Mfg
Hospitality Insurance Life Sciences Energy and Other
Refusal to engage
54. The Evolution of ‘Relationship Marketing’
Campaigns Dialogue Experience
56. Smart Dialogue
Analyze Business and Conduct Fact-Based Planning
Customers and Budgeting, Align Resources Create Target Segments and
Test-Control Groups
2
1
3
two-way ‘dialogue’ marketing
4
7
Gain Complete Visibility of
Plan, Automate & Execute
Marketing Spending and
5 Multi-Stage, Multi-Channel
Performance 6 Event Triggered Campaigns
Analyze and Adapt to
Response Behavior,
RTD Continual Self-Learning Present Optimal Offer,
Next Best Action in Real-Time
57. Managing the Dialogue
Changing behavior
Eroding loyalty
Growing complexity
Refusal to engage
57
58. The Evolution of ‘Relationship Marketing’
Campaigns Dialogue Experience
59. New Interactions and Expectations
Changing behavior
Eroding loyalty
Growing complexity
Refusal to engage
59
60. The Drivers of Brand Experience (Retailer Example)
Car Parking „my coupons‟ „my location‟ Fresh
Polite Staff „my family‟ Seasonal
Good Lights Right Price
Not typically Critically
IT enabled IT enabled
61. Brand Engagement: Key Capabilities
The Empowered Consumer
#10: Compelling Interface #1: Smart Cross-Channel
“Your brand is cool. Whatever the “Your brand is consistent and trustworthy.
channel, the experience is fresh and You never drop the ball. Whatever the
compelling and unmistakable. I am proud channel, you are there whenever and
to be your customer” wherever I need you”
#9: Social Networking #2: Contextual Journeys
“I trust you. So do my friends. I enjoy being “You understand my history, my current
your advocate. I am glad to be part of your #1. On-site Interaction situation and my desired destination. Your
social network, and I am glad you are part & Core Commerce Capability recommendations are helpful, astute and
of mine. I like you” non-invasive”
#8: Enduring Loyalty #3: Engaging Self-Service
“You recognise me and reward me. I
#2. Cross-Channel Experience, “Interacting with you, to manage my
#3. Insight & Personalization,
appreciate the way you treat& Orchestration
Availability, Extension me. You account or consider a purchase, is always
Offer Management & Merchandizing
make me feel special and you understand helpful. You never hard sell. You often
what makes me tick” surprise and delight me.
#7: Distinctive Clienteling #4: Outbound Precision
“My experience in your stores is smart, #4. Engagement Platform, “Whenever you contact me, you respect
stylish and distinctive. Your staff are well- Loyalty, Marketing & Digital Assets my privacy and understand my
informed and use cool technology to preferences. Your messages are relevant
make me feel special” and timed to perfection”
#6: Mobility / Location Services #5: Action Framework
“Wherever I go, you understand and “You deliver on your promises.
anticipate what is right for me, there and You don‟t just recommend actions, you
then. I take you everywhere. It‟s fun and execute them, there and then, across
invaluable having you there” channels. Said and done”
62. Customer Experience Management
Business Capabilities > Industry Solutions Industry Solutions
#1. On-line Interaction
& CoreDifferentiated
Commerce Capability
brand experience
#2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization,
Availability, Extension & Orchestration Offer Management & Merchandizing
Profitable sustainable
relationships
#4. Engagement Platform,
Loyalty, Marketing & Content Management
Sophisticated Business Capabilities Comprehensive Oracle Solutions
optimized >> cross-channel experience << personal cross-channel experience
off-line partner Endeca Rightnow
on-line “In-Front” ATG Service Cloud
mobile point of sale WCF/Fatwire
navigation personalization Commerce
_ „Sites‟
WCF/Fatwire Inquira
social search merchandising in-store
„Connect‟ Knowledge
commerce
Siebel
decisions order self insight UCM/Fatwire
Sales, Service, Marketing
MDM
orchestration service „Content‟ (Order Management, Loyalty) Master Data
digital content sales service knowledge engagement platform
management management
dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure
management management
single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX
Services Processes ‘Structured’ ‘Unstructured’
Industry Specialist
blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
63. Customer Experience Management
Business Capabilities > Industry Solutions Industry Solutions
#1. On-line Interaction
& CoreDifferentiated
Commerce Capability
brand experience
#2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization,
Availability, Extension & Orchestration Offer Management & Merchandizing
Profitable sustainable
relationships
#4. Engagement Platform,
Loyalty, Marketing & Content Management
Sophisticated Business Capabilities Comprehensive Oracle Solutions
optimized >> cross-channel experience << personal cross-channel experience
off-line partner Endeca Rightnow
on-line “In-Front” ATG Service Cloud
mobile point of sale WCF/Fatwire
navigation personalization Commerce
_ „Sites‟
WCF/Fatwire Inquira
social search merchandising in-store
„Connect‟ Knowledge
commerce
Siebel
decisions order self insight UCM/Fatwire
Sales, Service, Marketing
MDM
orchestration service „Content‟ (Order Management, Loyalty) Master Data
digital content sales service knowledge engagement platform
management management
dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure
management management
single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX
Services Processes ‘Structured’ ‘Unstructured’
Industry Specialist
blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
64. Customer Experience Management
Business Capabilities > Industry Solutions Industry Solutions
#1. On-line Interaction
& CoreDifferentiated
Commerce Capability
brand experience
#2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization,
Availability, Extension & Orchestration Offer Management & Merchandizing
Profitable sustainable
relationships
#4. Engagement Platform,
Loyalty, Marketing & Content Management
Sophisticated Business Capabilities Comprehensive Oracle Solutions
optimized >> cross-channel experience << personal cross-channel experience
off-line partner Endeca Rightnow
on-line “In-Front” ATG Service Cloud
mobile point of sale WCF/Fatwire
navigation personalization Commerce
_ „Sites‟
WCF/Fatwire Inquira
social search merchandising in-store
„Connect‟ Knowledge
commerce
Siebel
decisions order self insight UCM/Fatwire
Sales, Service, Marketing
MDM
orchestration service „Content‟ (Order Management, Loyalty) Master Data
digital content sales service knowledge engagement platform
management management
dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure
management management
single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX
Services Processes ‘Structured’ ‘Unstructured’
Industry Specialist
blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
65. Customer Experience Management
Business Capabilities > Industry Solutions Industry Solutions
#1. On-line Interaction
& CoreDifferentiated
Commerce Capability
brand experience
#2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization,
Availability, Extension & Orchestration Offer Management & Merchandizing
Profitable sustainable
relationships
#4. Engagement Platform,
Loyalty, Marketing & Content Management
Sophisticated Business Capabilities Comprehensive Oracle Solutions
optimized >> cross-channel experience << personal cross-channel experience
off-line partner Endeca Rightnow
on-line “In-Front” ATG Service Cloud
mobile point of sale WCF/Fatwire
navigation personalization Commerce
_ „Sites‟
WCF/Fatwire Inquira
social search merchandising in-store
„Connect‟ Knowledge
commerce
Siebel
decisions order self insight UCM/Fatwire
Sales, Service, Marketing
MDM
orchestration service „Content‟ (Order Management, Loyalty) Master Data
digital content sales service knowledge engagement platform
management management
dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure
management management
single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX
Services Processes ‘Structured’ ‘Unstructured’
Industry Specialist
blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
66. Customer Experience Management
Business Capabilities > Industry Solutions Industry Solutions
#1. On-line Interaction
& CoreDifferentiated
Commerce Capability
brand experience
#2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization,
Availability, Extension & Orchestration Offer Management & Merchandizing
Profitable sustainable
relationships
#4. Engagement Platform,
Loyalty, Marketing & Content Management
Sophisticated Business Capabilities Comprehensive Oracle Solutions
optimized >> cross-channel experience << personal cross-channel experience
off-line partner Endeca Rightnow
on-line “In-Front” ATG Service Cloud
mobile point of sale WCF/Fatwire
navigation personalization Commerce
_ „Sites‟
WCF/Fatwire Inquira
social search merchandising in-store
„Connect‟ Knowledge
commerce
Siebel
decisions order self insight UCM/Fatwire
Sales, Service, Marketing
MDM
orchestration service „Content‟ (Order Management, Loyalty) Master Data
digital content sales service knowledge engagement platform
management management
dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure
management management
single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX
Services Processes ‘Structured’ ‘Unstructured’
Industry Specialist
blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics
67. Customer Experience Management
Business Capabilities > Industry Solutions Industry Solutions
#1. On-line Interaction
& CoreDifferentiated
Commerce Capability
brand experience
#2. Cross-Channel Experience, Loyal customers #3. Insight & Personalization,
Availability, Extension & Orchestration Offer Management & Merchandizing
Profitable sustainable
relationships
#4. Engagement Platform,
Loyalty, Marketing & Content Management
Sophisticated Business Capabilities Comprehensive Oracle Solutions
optimized >> cross-channel experience << personal cross-channel experience
off-line partner Endeca Rightnow
on-line “In-Front” ATG Service Cloud
mobile point of sale WCF/Fatwire
navigation personalization Commerce
_ „Sites‟
WCF/Fatwire Inquira
social search merchandising in-store
„Connect‟ Knowledge
commerce
Siebel
decisions order self insight UCM/Fatwire
Sales, Service, Marketing
MDM
orchestration service „Content‟ (Order Management, Loyalty) Master Data
digital content sales service knowledge engagement platform
management management
dialog / campaign marketing loyalty loyalty program Industry Applications Apps Infrastructure Data & Insight Infrastructure
management management
single customer hub Oracle Business Units Business Business OBI –RTD Endeca MDEX
Services Processes ‘Structured’ ‘Unstructured’
Industry Specialist
blistering speed >> engagement platform << agile integration Processes Capability Exalogic Exaltyics