CRO PROS February 2017: Oracle deck presented by Kristi Mansfield (Head of UX and Digital Transformation) on personalisation and individualisation.

1. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Beyond Personalisation to
Individualisation
Kristi Mansfield, Director CX & Transformation
Adi Gulati, Commerce Cloud
Oracle Customer Experience

2. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Mass Production Mass Customisation Segmentation Personalisation Individualisation
Your
customers
are now
in charge
From Gen Z to
the Greatest
Gen

3. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 3
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%)

4. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Individualisation is Achieved When Customer Intention is
Anticipated, Understood & Actioned
84% of businesses have
experienced a trend
towards customers
wanting an individualised
experience
Only 1 in 5 say they can
effectively offer an
individualised
experience
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 individualised
customer experience
Source: Oracle Individualization Research study, April 2016

5. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal 5
31%
32%
34%
38%
40%
Our digital marketing campaigns are
resonating less well with
customers/prospects
We struggle to centralize our various data-
sources and our customer data
Our online purchasing journey is not properly
optimised for multiple/mobile devices
Our customers/prospects prefer interactions
to be on their terms and to initiate sales
discussions themselves
A growing number of digital channels and
increased competition have made customers
more fickle and less loyal
Biggest Challenge Today Meeting Customer Expectation

6. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal 6
The Challenges

7. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Some Are Born Data-Driven
We must move beyond
having data to being data-driven
Uber Spotify Netflix AirBnB Amazon Whatsapp Tesla Facebook Google

8. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Inspire
Evaluate
Confirm
Purchase
Car Wait
Pick up
Info
Offers
Actions
Pre-Purchase Purchase Post-Purchase
Personalisation today
Customer profiling
Segmentation
Content targeting
Social media listening
Next best offer
Content marketing
Location based marketing
Commerce
Personalised service
Knowledge
Location based marketing
Commerce

9. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Retail Industry Challenge
Blend The Physical & Digital
Oracle Confidential – Internal/Restricted/Highly Restricted 9
• 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

10. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 10

11. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 11

12. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 12

13. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 13

14. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 14

15. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 15

16. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 16

17. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 17

18. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Eslite Customer Journey - Enabled By Oracle Cloud
Oracle Confidential – Internal/Restricted/Highly Restricted 18
Social
Relationship
Social
Relationship
Responsys
Mobile Mobile Mobile
Mobile
Content
&
Experience
Mobile
Insight

19. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal 19
The Opportunities

20. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal 20

21. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal 21

22. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Empowered Customers
Digital is Humanized
Knowledge Everywhere
Internet of Things
Mobile as Primary Channel
Cross-Channel Service
1990s 2000s 2010s
WHAT’S NEXT
1980s
of organizations cite ‘complexity’ as
the greatest barrier to improving
multichannel customer experience
40%
Evolution of Channels

23. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal 23

24. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal 24
Channel Strategy Priorities

25. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Web Customer Service
Expand to Where Your Customers Are
Components
• Messaging
• Registration
• Knowledge Search
• Media Upload
• Incident History
• Survey

26. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Web Customer Service
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

27. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Web Customer Service
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)

28. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 28
Decision
Science
Machine
Learning
Web-Scale Data Content CX Cloud
Offers

29. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
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

30. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Data Ingestion Insights
Decision Science
Supervisory Management
Display Output
Five Components of Adaptive Intelligent™ Offers

31. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal 31
Making It Work

32. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Confidential – Oracle Internal/Restricted/Highly Restricted 32
Our two biggest criteria are:
are you a marketer by
background
and
do you understand
technology?

33. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Thank you
kristi.mansfield@oracle.com
adhiraj.gulati@oracle.com
Oracle Customer Experience