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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.
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2. 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
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3. Channel strategy and Customer Value
Copyright ©2011 Oracle. All rights reserved.
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
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Copyright ©2011 Oracle. All rights reserved.
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4. 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
Copyright ©2011 Oracle. All rights reserved.
Why is social media important ?
B2C Consumers are preferring social media over other channels,
bypassing the contact center
©2010 Buzzient, Inc
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5. 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
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6. Service Request from Social Media Post
© 2010 Buzzient, Inc. All Rights Reserved
Agent Responds From Within CRM OD
© 2010 Buzzient, Inc. All Rights Reserved
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7. Outbound Response Tracked in Two Places
© 2010 Buzzient, Inc. All Rights Reserved
Customer Reviews Response and Responds
© 2010 Buzzient, Inc. All Rights Reserved
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8. Inbound Response as a Task
© 2010 Buzzient, Inc. All Rights Reserved
Inbound Response Tracked in Two Places
© 2010 Buzzient, Inc. All Rights Reserved
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9. Customer Response Merits Creating a Solution
© 2010 Buzzient, Inc. All Rights Reserved
Agent Creates Solution From Response
© 2010 Buzzient, Inc. All Rights Reserved
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10. Solution Added to CRM OD
© 2010 Buzzient, Inc. All Rights Reserved
Analysis
Social Media Sentiment v. Service Request Volume
© 2010 Buzzient, Inc. All Rights Reserved
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11. Customer Value Added Services
Copyright ©2011 Oracle. All rights reserved.
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
Copyright ©2011 Oracle. All rights reserved.
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12. 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
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13. 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
Copyright ©2011 Oracle. All rights reserved.
80 - 20 Parret’s Rule
Copyright ©2011 Oracle. All rights reserved.
13
14. 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)
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15. 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
Copyright ©2011 Oracle. All rights reserved.
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
Copyright ©2011 Oracle. All rights reserved.
15
16. 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
Copyright ©2011 Oracle. All rights reserved.
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
Copyright ©2011 Oracle. All rights reserved.
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17. 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
Copyright ©2011 Oracle. All rights reserved.
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
Copyright ©2011 Oracle. All rights reserved.
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18. Megatrends
Shifting How Business Is Done
Customer-Driven Cloud Computing
Cross-Channel Mobility
Real-Time Decisions Social Media
Copyright ©2011 Oracle. All rights reserved.
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
Copyright ©2011 Oracle. All rights reserved.
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19. 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
Copyright ©2011 Oracle. All rights reserved.
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20. Embedded Contextual Analytics
• Embedded in CRM transactional system
• Analytics results within a transactional Applet / View
Relevance
Copyright ©2011 Oracle. All rights reserved.
Agent/Manager.. Role Based Analytics
• Customer Insights in context
• Role KPIs
• Contextual Links
• Real-time warnings and
notification
Copyright ©2011 Oracle. All rights reserved.
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21. 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
22. Customer information
… Linda Johnson is recognized as a student holding
two accounts with National.
Copyright ©2011 Oracle. All rights reserved.
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
23. 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
Copyright ©2011 Oracle. All rights reserved.
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