The customer journey became more complex. Brand positioning is just the beginning. Customer Experience is the new differentiator. http://www.alfonsogadea.es/customer-experience-is-the-new-differentiator/

1. IImprove your
Customer Experience with
Oracle Fusion MiddlewareOracle Fusion Middleware
Martijn Vlek
Sr Director FMWSr Director FMW
Oracle EMEA

2. Safe Harbor Statement
The following is intended to outline our general product direction It isThe following is intended to outline our general product direction. It is
intended for information purposes only, and may not be incorporated into
any contract. It is not a commitment to deliver any material, code, or
functionality, and should not be relied upon in making purchasing decisions.y, p g p g
The development, release, and timing of any features or functionality
described for Oracle’s products remains at the sole discretion of Oracle.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2

3. II.
Digital Adaption Drives
New Business ChallengesNew Business Challenges
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3

4. Behaviours are Rapidly Evolving
St Peter’s Square Rome
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4
St. Peter s Square, Rome

5. Behaviours are Rapidly Evolving
Always SharingAlways Connected Always Aware
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5

6. Social AdaptionChanging Behaviors Mobile Transformation
CREATING
MASSIVE
Harder To
Differentiate,
MASSIVE
DISRUPTIONS
Compete
And Win
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6

7. of consumers post negative
comments to social sites
26%
EADING TO
comments to social sites
after a bad experience.
LEADING TO
UNINTENDEDof customers stop doing
b i ft b d
89%
UNINTENDED
RESULTS
business after one bad
experience.
of employees today are not
69%
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7
of employees today are not
engaged in their jobs.
http://www.oracle.com/us/products/applications/cust-exp-impact-report-epss-1560493.pdf

8. IIII.
Customer Experience is
the New Differentiatorthe New Differentiator
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8

9. 86%of consumers will pay
86%of consumers will pay
MORE for a better
customer experience
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9 Source: Harris Interactive, Customer Experience Impact Report 2009-2011

10. cus·tom·er ex·pe·ri·ence
The sum of all experiences a consumer hasThe sum of all experiences a consumer has
with a supplier of goods or services, over the
duration of their relationship with that supplier.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10 http://en.wikipedia.org/wiki/Customer_experience

11. CREATING GREAT EXPERIENCES
IS THE IMPERATIVEIS THE IMPERATIVE
AGENCY
WORKSITEEngage me Meet myDIRECT
SALES
WORKSITEEngage me
Everywhere
Meet my
Expectations!
CONTACT
CENTER
SOCIAL
TELE-
MARKETING
MOBILE
Know me,
Wow me!
Understand me,
Reward me!
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11
WEB

12. The Goal: Aligning Brand Promise and Reality
BUY
M k t & S ll
OWN
S t & SMarket & Sell Support & Serve
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12

13. IIIIII.
The Challenges Of
Customer ExperienceCustomer Experience
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13

14. What Do Customers Expect from Great Experiences?p p
CONSISTENT VOICE
CONNECTED INTERACTIONSCONNECTED INTERACTIONS
PERSONALIZED JOURNEY
EFFICIENT SERVICE
REWARDING RELATIONSHIPREWARDING RELATIONSHIP
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14

15. Today’s Customer Journeys are Complex
WEBCONT
NEED
RESEARCH
SELECT PURCHASE
MAINTAIN
RECOMMEND
RECEIVE
USE
Comparison Site
Order Online
Order Online
WEB
CONT
ACT
CENT
ER
IN-
STOR
Visit Retail Store
Chat
Pickup Local Store
Kiosk
Change Order
Browse
Call for Info about
Add-on Accessories
CONTACT
CENTER
IN-STORE
ECATA
LOG
MOBI
LE W b S h
Product
Info
Select Product
Browse
Catalog
CATALOG
MOBILE
LE
EMAI
L
SOCI
AL
Read Reviews
Web Search
Ask Facebook Friends
For Recommendations
Email Order
Confirm w/Rec
Tweet About
Purchase Experience
Ask for Help on
Community Chat Room
EMAIL
SOCIAL
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15
AL Purchase Experience Community Chat Room

16. Bad Experiences Drive Customer Decisions
BUY
M k t & S ll
OWN
S t & SMarket & Sell Support & Serve
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16

17. Broken Journeys Drive Customers Away
NEED
RESEARCH
SELECT PURCHASE
MAINTAIN
RECOMMEND
RECEIVE
USE
Comparison Site
Order Online
Order Online
WEB
Visit Retail Store
Chat
Pickup Local Store
Kiosk
Change Order
Browse
Call for Info about
Add-on Accessories
CONTACT
CENTER
IN-STORE
W b S h
Product
Info
Select Product
Browse
Catalog
CATALOG
MOBILE
Read Reviews
Web Search
Ask Facebook Friends
For Recommendations
Email Order
Confirm w/Rec
Tweet About
Purchase Experience
Ask for Help on
Community Chat Room
EMAIL
SOCIAL
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17
Purchase Experience Community Chat Room

18. CX is a Top Priority for Enterprises
But there is a huge execution GapBut there is a huge execution Gap
38%91%
Nearly all businesses
16%
Only
38%
Are just getting
started with a formal
CX initiative
91%
wish to be considered
a CX leader in their
industry
16%
Consider their
CX initiative
to be advancedCX initiativeindustry to be advanced
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18 Source: “Global Insights on Succeeding in the Customer Experience Era,” February 2013

19. IVIV.
Improving Customer
ExperienceExperience
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19

20. Improving CX 1: Identify and Solve weak points
BUY
M k t & S ll
OWN
S t & SMarket & Sell Support & Serve
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20

21. Improving CX 2: Enable seamless journeys
WEBCONT
NEED
RESEARCH
SELECT PURCHASE
MAINTAIN
RECOMMEND
RECEIVE
USE
Comparison Site
Order Online
Order Online
WEB
NEED
RESEARCH
SELECT PURCHASE
MAINTAIN
RECOMMEND
RECEIVE
USE
WEB
CONT
ACT
CENT
ER
IN-
STOR
Visit Retail Store
Chat
Pickup Local Store
Kiosk
Change Order
Browse
Call for Info about
Add-on Accessories
CONTACT
CENTER
IN-STORE
CONTACT
CENTER
IN-STORE
ECATA
LOG
MOBI
LE W b S h
Product
Info
Select Product
Browse
Catalog
CATALOG
MOBILE
CATALOG
MOBILE
LE
EMAI
L
SOCI
AL
Read Reviews
Web Search
Ask Facebook Friends
For Recommendations
Email Order
Confirm w/Rec
Tweet About
Purchase Experience
Ask for Help on
Community Chat Room
EMAIL
SOCIAL
EMAIL
SOCIAL
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21
AL Purchase Experience Community Chat Room

22. VV.
The Benefits Of
Customer ExperienceCustomer Experience
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22

23. Experiences Drive Business Value
BUY
Market & Sell
OWN
Support & Serve
CX = A + R + E
Acquisition Retention Efficiency
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.23
Leverage InvestmentsIncrease Sales Monetize RelationshipsCustomer Experience

24. Achieve Sustainable Business Growth & Profit
CX = A + R + E
RETENTION
(MONETIZE RELATIONSHIPS)
ACQUISITION
(INCREASE SALES)
EFFICIENCY
(LEVERAGE INVESTMENTS)
INCREASE
BRAND EQUITY
INCREASE SHARE
OF WALLET
DRIVE
LOYALTY
INCREASE
ROIC / EVA
INCREASE
PRODUCTIVITY
GENERATE MORE
OPPORTUNITIES
BRAND EQUITY
INCREASE
MARKET SHARE
LOYALTY
DRIVE
ADVOCACY
PRODUCTIVITY
DECREASE
COST OF OPERATIONS
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24

25. Strategic Value
Fixing CX 1:
Identify and Solve weak points
Fixing CX 2:
Enable seamless journeys
 Tactical improvements
 Clear effort, risk and benefits
 Quick win solutions
 Strategic longterm program
 Transformational business change
 Multiple solutions and integrations
Oracle CX SolutionsOracle CX Solutions
& Strategic CX Partners
Solution Specialists System Integrators Digital Agencies Business Consultancies
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25
Solution Specialists System Integrators Digital Agencies Business Consultancies

26. VIVI.
Oracle enables Customer
Experience LeadershipExperience Leadership
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.26

27. The Challenge to enable seamless journeys
Cross-Channel & Cross-Device User Engagement with WebCenterCross-Channel & Cross-Device User Engagement with WebCenter
Process-, Service- & Data-Integration
Oracle Fusion Middleware
Process-, Service- & Data-Integration
Oracle Fusion Middleware
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.27

28. Engineered
to work together
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.28

29. Engineered to work together
Oracle
Applications
Fusion
Applications
Third Party
Applications
Oracle F sion Middle areOracle Fusion Middleware
Business Process
M
Content
M
Business
I lli
Web Social Mobile
User Engagement
Management Management Intelligence
Identity Management & Security
Service Integration Data Integration
Development
Tools
Cloud Application
Foundation
Enterprise
Management
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.29

30. Oracle CX Portfolio
I C t t
Mobile
Social
In
Store
Contact
Center Field
Service Direct
Sales
ChannelWeb
CX for
Marketing
CX for
Marketing
CX for
Commerce
CX for
Commerce
CX for
Sales
CX for
Sales
CX for
Service
CX for
Service
Sales
Web
CX FoundationCX Foundation
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.30

31. VIIVII.
Seamless Online
Cross ChannelCross Channel
Customer Experience with
Oracle WebCenter
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.31

32. Engage. Empower. Extend.
Connect the Online Customer Experience with Oracle WebCenterConnect the Online Customer Experience with Oracle WebCenter
ENGAGE EMPOWER EXTENDENGAGE
Your Customers with
Relevant, Interactive, multi-
channel Experiences
EMPOWER
Your Business to Deliver
Engaging Online Customer
Experiences
EXTEND
The Experience Through
Integration with Other
Customer Experience Apps
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.32

33. MULTI-CHANNEL
RELEVANT AND PERSONALIZED
ENGAGE YOUR CUSTOMERS
SOCIAL AND INTERACTIVE
MULTILINGUAL
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.33

39. Multi-channel
Engage Customers Consistently Across Web and Mobile ChannelsEngage Customers Consistently Across Web and Mobile Channels
• Manage traditional and mobile websitesg
from the same business user interface
• Reuse content and layouts from the
traditional web presence
• Easily optimize for thousands of mobile
device types
• Enable location-based services
• Offer comprehensive video and rich media
support
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.39

40. Multi-channel
Engage Employees by providing Real time informationEngage Employees by providing Real time information
• SNCF is one of the world’s largest railg
operators, running more than 15,000 trains
over nearly 20,000 miles of track. No fewer
than 16,000 train drivers are employed by
SNCF to operate both passenger and freightSNCF to operate both passenger and freight
trains in urban and rural settings Reuse
content and layouts from the traditional web
presence
SNCF t i d i t h t• SNCF train drivers can use a smartphone to
perform essential tasks such as checking
planned routes, driving trains and filing daily
reports.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.40
• Running on Oracle ESB & Coherence

41. Relevant
Personalize the Site Visitor Experience with Targeting
 Target content and campaigns to customers
Personalize the Site Visitor Experience with Targeting
 Target content and campaigns to customers
based on their attributes and behavior
 Easily create visitor segments &
recommendations with a flexible rules engineg
 Base segmentation on implicit and/or explicit
criteria
 Target at a granular level based on visitorTarget at a granular level based on visitor
membership in multiple segments
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.41

42. Social
Encourage Interaction Through Social Computing
• Create blogs and enable user-generated
content (UGC) such as comments,
Encourage Interaction Through Social Computing
( ) ,
reviews, ratings and polling
• Facilitate social participation by enabling
visitors to log in with their Facebook or
T i ID f h bTwitter IDs out-of-the-box
• Enable users to share content they like
with Facebook and Twitter out-of-the-box
E t d i l h i d l i t 20+• Extend social sharing and log in to 20+
social networks
• Utilize UGC such as ratings or reviews to
dynamically drive the content of your site
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.42
dynamically drive the content of your site

43. Multilingual
Engage Customers in Their Native LanguageEngage Customers in Their Native Language
• Provide articles, pages and sites in multiple
languageslanguages
• Manage multiple translations from the
same business user interface
• Easily select and manage what toy g
translate, when and by who
• Integrate with third-party automated,
crowd-sourced, and expert translation
services
• Deliver multilingual experiences across
thousands of devices
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.43

44. SCALE COST EFFECTIVELY
MODERATE UGC CENTRALLY
GAIN INSIGHT WITH ANALYTICS
EMPOWER YOUR BUSINESS
EASE SITE AUTHORING
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.44

45. Scale
Cost-effectively Grow Your Online Presence to Meet Global NeedsCost effectively Grow Your Online Presence to Meet Global Needs
St li d lti it & ltili l• Streamlined multisite & multilingual
management
• High performance delivery of rich
media driven sitesmedia driven sites
• Scalable dynamic delivery of
personalized content
• Re use digital assets & other content• Re-use digital assets & other content
across multiple sites
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.45

46. Moderate
Easily Manage User-generated Content to Enterprise StandardsEasily Manage User generated Content to Enterprise Standards
• Encourage social interaction while• Encourage social interaction while
safeguarding brand integrity
• Streamline the moderation of user
comments and reviews
• Easily set various levels of manual,
automatic and community based
moderation
• Employ whitelists, blacklists, key word
filters and flagging to automate moderation
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.46

47. Analyze
Leverage Granular Content Analytics to Improve EngagementLeverage Granular Content Analytics to Improve Engagement
Track aggregate usage of content assets• Track aggregate usage of content assets
across pages & sites
• Track effectiveness of targeted site content
for user segmentsfor user segments
• Visualize results with in-context reporting
• Understand site usage via behavioural
trackingt ac g
• Access comprehensive reports or create
your own
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.47

48. Create
Empower Business Users with Intuitive Authoring ToolsEmpower Business Users with Intuitive Authoring Tools
• Enable marketers and line of business• Enable marketers and line-of-business
teams
• Simplify site creation and management
• Reduce reliance on IT for day-to-day site• Reduce reliance on IT for day-to-day site
maintenance
• Empower the business to deliver on
customer experience initiativesp
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.48

49. Create
Empower Business Users with Intuitive Authoring ToolsEmpower Business Users with Intuitive Authoring Tools
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.49

50. AUTOMATE TARGETING
ENHANCE SEARCH AND NAVIGATION
ENABLE SELF-SERVICE
EXTEND THE EXPERIENCE
INTEGRATE COMMERCE
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.50
INTEGRATE COMMERCE

51. Target
Oracle WebCenter Sites & Oracle Real-Time Decisions (RTD)Oracle WebCenter Sites & Oracle Real Time Decisions (RTD)
• Combines WebCenter Sites’
marketer-managed segmenting
& RTD’s automated
recommendations
• Displays the most effective
content, pages & offers for
different users on websites
WebCenter
Sites
• Automates multivariate testing
& optimization so marketers
learn what works in real time
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.51

52. Navigate
Oracle WebCenter Sites & Oracle EndecaOracle WebCenter Sites & Oracle Endeca
• Endeca delivers more precise, relevant &
complete search results on WebCentercomplete search results on WebCenter
Sites driven websites
• Enable site visitors to more effectively find
information with guided navigationinformation with guided navigation
• Optimize search by indexing website
content & pushing search results back into
C SWebCenter Sites
• Embed faceted search & navigation within
the Sites contributor environment
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.52

53. Service
Oracle WebCenter Sites & Oracle WebCenter PortalOracle WebCenter Sites & Oracle WebCenter Portal
• Unify the online experience across• Unify the online experience across
marketing & self-service sites:
• Cross-sell promotions & offers on your
marketing site to customers via your self-marketing site to customers via your self-
service site
• Embed dynamic web content into a self-
service portalservice portal
• Integrate portlets within a marketing site to
expose back-end application data
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.53

54. Sell
Oracle WebCenter Sites & Oracle ATG CommerceOracle WebCenter Sites & Oracle ATG Commerce
• Unify the online experience across
k ti d i & d i itmarketing-driven & commerce-driven sites:
• Enable a rich commerce online experience &
drive cross-sell & upsell with targeted promotions
• Transform your marketing-driven online
experience with targeting, social computing,
gadgets & mobile
• Integrate content & metadata between the
two systems to present a unified product
view to customers
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.54

55. Sell
Oracle WebCenter Sites & Oracle ATG CommerceOracle WebCenter Sites & Oracle ATG Commerce
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.55

56. VIIIVIII.
Five Visionary
FMW Customer ExamplesFMW Customer Examples
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.56

57. AUTOMOTIVE
Removing the Gap between Marketing and Products for unspoiled Product Bonding
AUTOMOTIVE
Removing the Gap between Marketing and Products for unspoiled Product Bonding
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.57

58. OIL & GAS / UTILITIESOIL & GAS / UTILITIESOIL & GAS / UTILITIES
Seamless Delivery Quality across Channels for Service and Loyalty
OIL & GAS / UTILITIES
Seamless Delivery Quality across Channels for Service and Loyalty
Mobile WebsiteMobile Website Mobile AppMobile App
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.58

59. BANKING
Bridging Online Marketing with eCommerce concepts
BANKING
Bridging Online Marketing with eCommerce concepts
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.59

60. FINANCE
Automated Self Service Loan Application Saves Time
FINANCE
Automated Self Service Loan Application Saves Time
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.60

61. PUBLIC SERVICESPUBLIC SERVICES
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.61
Pursuing ultimate Citizen Service Satisfaction by means of PersonalizationPursuing ultimate Citizen Service Satisfaction by means of Personalization

62. VIIVII.
Enabling Customer
Experience at KPNExperience at KPN
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.62

63. Enabling Customer Experience at KPN
OVERVIEW
 Based in The Netherlands, KPN is
a leading telecommunications and
IT service provider.
The company offers internet The company offers internet,
phone and cable TV services for
the consumer market, as well as
complete telecom and IT services
for businessesfor businesses
 Services are offered under multiple
brands in Benelux and Germany
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.63

64. Enabling Customer Experience at KPN
GOALS & CHALLENGES
 Has aggressive goals for improving
customer satisfaction metrics and
reputation ranking
 Sought to reduce customer service Sought to reduce customer service
calls and associated costs by
improving online, billing, call
center, and delivery experiences
 Desired one online architecture Desired one online architecture
that could enable a unified and
engaging experience across
multiple channels and brands
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.64

65. KPN Online Strategy
Personal dialogue on any digital online KPN channel on any device
We offer on any relevant website for KPN - KPN online channel - and / or device one consistent
customer experience, which we always based on customer behavior and knowledge of the most
relevant and smart - for KPN and VISITOR - information, inspiration, solutions, offers and services
Personal dialogue on any digital online KPN channel on any device
, p , ,
Same recognizable 1 customer experience – interactions – one formula , relevance and
personalization on any device (desktop/laptop/tablet/smartphone) from one online architecture-
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.65
multisite, multibrand & cross channel ready.

66. KPN and Oracle CX Architecture
WEBLOGIC WEBCENTER IDENTITY
PORTAL MGMT
E BUSINESS SIEBEL RIGHTNOW
SITES & CONTENT
E-BUSINESS
SUITE
SIEBEL
CRM
RIGHTNOW
BILL PRESENTMENT
CUSTOMER & PRODUCT
ASSET DATA FAQs
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.66

67. KPN’s Multi-Channel Strategy
Customer experience anytime anyplace
 KPN will connect there main channels (shops, personal sales)
Customer experience anytime, anyplace,
anywhere and on any device
( p , p )
by using one CX platform based on our
Online Channel Webcenter Architecture.
 Then KPN will be able to manage the customer
interactions across channels by have one
single version of the truth.
 For 2013 the challenge is to connect Social CRM
d k th t j d f M biland make the customer journeys ready for Mobile
Also making next steps for cross-channel integration
shops/retail/online/apps with our new media agents.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.67

68. Want to WOW youry
customers?
Engage Oracle in a free
W b E iWeb Experience
Innovation Workshop
Oracle enables personalized
and highly relevant
interactions throughout the
customer lifecycle and
across all channels
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.68

69. Join the Conversation
Engage with Oracle Experts, share
knowledge and experiences at your
convenience. Keep up with Oracle
WebCenter topics and trends AccessWebCenter topics and trends. Access
Oracle WebCenter content easily,
including events, webcasts, white
papers and more.
facebook.com/webcenter
twitter.com/oraclewebcenter
blogs.oracle.com/webcenter slideshare.net/oraclewebcenter
linkd.in/ORCL_Social
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.69

70. Questions?
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.70

71. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.71