Prezentacija "PROFITING WITH ORACLE SIEBEL CRM THROUGH LEAN TIMES" koju je Dušan Glišić održao na ComTrade Fabrici Znanja.

1. PROFITING WITH ORACLE SIEBEL CRM THROUGH
LEAN TIMES
Dusan Glisic, Executive Manager
Business Solution Center

2. Today’s Environment is Challenging
“Recession’s Dark
Cloud Looms Over
Corporate Earnings-
Reporting Season”
“GDP Expected to
Show Contraction”
“Chinese Economy
Shows Signs of
Vulnerability”
“81,312 Homes Lost
to Foreclosure…”

3. Traditional Customer Relationships..
Direct In Direct
Customer
(Household, Company)
Partner
Vendor

4. Social Relationship Management
C2C, C2B etc
Prospect
Social Networks
Customer Company
Competitor Customer
Prospect Partner
?
Company Prospect
Vendor

5. Your New Customer Base
• Grew up on the Internet, share by default.
• Expect social structures from all applications.
• Blur the line between professional and personal.
• Email is for old people!

6. “There's absolutely a benefit in making
changes during a downturn. As one of our
vendors said:
„A downturn is a terrible
thing to waste.‟ It's easier for
everyone to understand the need for the
change when things are tough and the
risks are lower.”
- Frank Blake, CEO Home Depot
in WSJ – June 5th, 2008

7. The Consolidation of what's not different
Drive standardization and simplification
Standardization Simplification
Business supported by a Single
Number of customer databases
ERP
per 1000 end-users
80% 1.51
69%
0.26
PEER GROUP WORLD-CLASS
Source: The Hackett Group

8. 5 CRM Imperatives for Lean Times
1. Keep your Customers Close
2. Drive Experiences Users Crave
3. Go Where Your Customer Are
4. Help Customers Help Themselves
5. Make Margins Matter
6. Conserve Cash

9. 1 Keep Your Customers Close
“In industry after industry, loyalty leaders are growing at more
than twice the rate of their competitors.”
Fred Reichheld - Author, The Ultimate Question

10. 1 Keep your Customers Close
Loyalty Processes
Increase the duration & value of your
most valuable customer relationships
• Incent customers differently – deliver
differentiated & innovative programs that
drive behavior and build value
• Deliver great experiences across channels –
consistently recognize, support and reward
customers based on value at every touchpoint
and in real-time
CRM
• Adapt quickly and cost-effectively to
improve competitive advantage – leverage
best practice processes and accelerate rollout of
partners & offerings

11. 1 Keep Your Customers Close
Incent Customers Differently
Innovative, Differentiated Rewards Dynamic Redemption Pricing
• Flexible incentive • Multiple redemption
choices Advanced Integration price options
• Tailored corporate- • Bid-driven redemption
with Marketing
employee joint reward pricing
schemes • Automated point loan
• Support for variety of
lifestyle rewards
• Enterprise data sources for promotion targeting
• Improved loyalty program ROI and member
experience

12. 1 Keep Your Customers Close
Deliver Great Experiences Across Channels
Real-Time Reward & Recognition Multi-Channel Member Care
• Highly scalable • Pre-configured
Loyalty Real-Time Loyalty event triggered member services
Engine communications • Bulk member actions
• In-Store Loyalty for rapid service
Engine recovery management
• Automated generation of member
communication
• Fulfillment integration with Oracle BI
Publisher and Siebel Email Marketing

13. 1 Keep Your Customers Close
Adapt Quickly and Cost Effectively
End-to-End Automation Complete Partnership
Management
• Member Enrollment
• Accrual Management • Flexible cross-industry
• Loyalty Partner Management Application Integration program offerings
• Redemption Management • Simplified partner
• Promotion Management billing controls and
• Tier Management triggers
• Systemic cost
management for joint
promotions
• SOA enabled web services
• Seamless integration with 3rd party applications
(retail PoS, web portals, kiosks)
• Reduce TCO and speed multi-channel
deployment

14. 2 Create Experiences Users Crave

15. 2 Why Social Networks are Important
Network Effect creates Exponential Value
value
Social networks
email
time

16. 2 Why Social Networks are Important
Customers trust each other!
PR person 20%
CEO 29%
Industry Analyst 53%
Academic 57%
A Peer 75%
Source: Edelman Trust Report 2007

17. 2 Oracle E-Commerce

18. 2 Oracle Social CRM Applications
Office/Mobile Mashups Social Apps Gadgets

19. 2 Oracle Sales Prospector
Offers insight on what to sell next based on analysis of
buying patterns of customers with similar attributes

20. 2 Oracle Sales Campaigns
Empowers sales reps to create sophisticated html campaigns
in email and track the result

21. 2 Oracle Sales Library
Provides a shared library to facilitate finding and
sharing of sales content

22. 2 Oracle CRM Gadgets

23. 2 Oracle – Mobile Productivity
Create Appointments
Business Intelligence
On the way to meeting Search
Share leads
Alerts Contacts
Find an Address
After the meeting Lookup
Check Schedule
Call
Approvals Update Leads
Throughout the day
Check To Dos HR
Jot Notes Follow-up
Connect with Teams

24. 3 Go Where Your Customers Are
“In industry after industry, loyalty leaders are growing at more
than twice the rate of their competitors.”
Fred Reichheld - Author, The Ultimate Question

25. 3 Go Where Your Customers Are
Web-Bases Sales
Extend CRM to where your customers
congregate with integrated storefronts
• Enable personalized sales experiences
– integrate commerce capabilities with customer
insight and communities
• Respond to business needs – quickly manage
promotions, product content, & price changes
across channels
• Close more sales – enable customers to easily CRM
move across channels and assist purchasing to
increase conversion rates & order size

26. 3 Go Where Your Customers Are
Enable Personalized Sales Experience
In Context Offers Configuration
• Real-time offers to up- • Complex products
sell/cross-sell Site Management • Promotions
• Closed-loop, • Asset based ordering
predictive analytics
• Related products
• Multiple look & feel brands
• Behavior configuration

27. 3 Go Where Your Customers Are
Respond to Business Needs
Dynamic Catalog Centralized Administration
• Rule-based product • Manage once, deploy
display anywhere
• Advanced pricing & SOA-Based Composite • Catalog, eligibility,
promotions Application compatibility
• Pricing, promotion,
configuration
• Easily extend and
integrate to meet unique
business requirements

28. 3 Go Where Your Customers Are
Close More Sales
Product Advanced Chat
Recommendations
• Up-sell and cross-sell • Integrated with Siebel
based on browsing Contact Center
Cross Channel • Web Page „Push‟
and purchasing
history
Collaboration
• Cart and checkout
assistance

29. 4 Help Customers Help Themselves
“The Web is rapidly emerging as the self-service channel of
choice as a result of growing broadband penetration and the
low-cost of the Web channel for companies and customers
alike.”
Self-Service Strategies Report, 2007

30. 4
volume
Customer Self Service
volume
Self Assisted Self Assisted
Service Service Service Service
cost/interaction cost/interaction

31. 4 Help Customers Help Themselves
Better Service at a Lower Cost
Tailor interactions to deliver the ultimate
service experience
• Empower customers & strengthen
relationships – offer a rich, dynamic experience
customers will prefer to calling
• Resolve issues rapidly - proactively offer intent-
based solutions with advanced online support tools
• Reduce service costs – direct inquiries to the CRM
most cost-effective channels

32. 4 Help Customers HelpRelationships
Empower Customers and Strengthen
Themselves
Account Management E-Billing
• Self-registration
• Delegated B2B • Interactive bill presentment
administration User Generated Content • Billing analytics
• Integration with Siebel • Bill payment
account, contact, and
user management
functionalities
• Discussion forums

33. 4 HelpIssues Rapidly Help Themselves
Resolve
Customers
Collaborative Service Integrated Knowledge Management
Requests
• Service request submission
and interaction management • Proactively suggest
Advanced Search
• File attachment before SR or chat
• Skill-based routing through • View related solutions
Siebel Contact center or documents
• Track recently viewed
solutions
• Keyword and faceted
product search

34. 4 HelpService Costs
Reduce
Customers Help Themselves
Multi-Channel Advanced Chat
Integration
• Customer account,
• Chat active SR, recently
• Email Proactive URL Push viewed KM
• Service request notes documents visible to
agent
• Recorded chat
sessions saved.
• Robust co-browsing experience

35. 5 Make Margin Matter
“…companies need to manage the profitability of individual
customers and transactions with greater precision, develop
richer insights into their customers‟ changing needs and price
sensitivities...”
McKinsey Quarterly, September 2008

36. 5 Make MarginsSolutions
Price & Order Management
Matter
Consistently introduce new products and prices more
quickly & effectively across channels
– Recommend and enforce optimal prices – analytics-
driven deal management ensures the optimal price on
every deal
– Expose Siebel Customer Order Management capabilities
to various channels - utilize out-of-the-box web services
– Address promotion and customizable product scenarios
– leverage enhanced promotional capabilities
CRM

37. 5 Oracle Deal Management

38. 6 Conserve Cash

39. 6 Conserve Cash
• Upgrade
• Consider On Demand

40. 6 Siebel 8.1.1
TCO savings with every release
73¢
reduced costs
57¢
49¢
7.7/7.8 to 8.1 7.5 to 8.1 7.0 to 8.1

41. 6 Oracle CRM Solutions – Complete CRM
Transact, Analyze, and Engage
Siebel CRM Oracle CRM On Demand Oracle Social CRM
Comprehensive •Feature-Rich SaaS
•Highly Task-Focused
Functionality Offering
Deep Industry Support •Easy to Use •Foster Collaboration
Highly Customizable •Fast to Deploy •Increase User Productivity
Integration (AIA)

42. 5 CRM Imperatives for Lean Times
1. Keep your Customers Close
2. Drive Experiences Users Crave
3. Go Where Your Customer Are
4. Help Customers Help Themselves
5. Make Margins Matter
6. Conserve Cash

43. More Oracle Siebel Results
33% increase in customer retention. Revenue increases of
3 to 5%. Costs and cycle times down. Response rates up
76%.
700 MRM users worldwide. Planning cycles reduced from
4 to 6 months. Increased alignment and visibility.
3,500 MRM users worldwide. Increased pipeline by 160%
or $1 billion.
6% increased in trips by high value customers. $12 million
per year cost savings.
26% incremental business than control groups
44

45. www.spinnaker-nt.com
Dusan Glisic, Executive Manager
Business Solution Center