Deliver World Class Customer Experience with Big Data and Analytics

Deliver World Class
Customer Experience
with Big Data and Analytics
Raul Goycoolea
Solution Architect Manager
Feb 5th, 2014

1

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

Technology has changed how we interact …

As of October 2012, Facebook had
more than 1 Billion active users.

20% of all time spent online
is spent on social platforms.
#1 online activity

Of all uses for a mobile
phone, making a call only
ranks 5th.
Social Media is

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2nd.

Sources: Facebook 10Q, June „12 (Total Monthly Active Users); Comscore Datamine Study, Feb. „12

We like to know about you…

http://goo.gl/UYw4D4

3


Sources: Facebook 10Q, June „12 (Total Monthly Active Users); Comscore Datamine Study, Feb. „12

Power Has Changed
Has Your Business?
CUSTOMERS TAKE CONTROL

94%
1%
89%
 Mass media

4

 The Internet / 1:1

 Social / Mobile


of consumers will pay
more for a better
customer experience
of consumers feel that
their expectations for a
good experience are met
of consumers switched
to a competitor after a
poor experience

UNHAPPY CUSTOMER SAMPLE

5


UNHAPPY CUSTOMERS TELL OTHERS

“UNITED BREAKS GUITARS” CASE

• When United Airlines denied claim for broken
guitar, musician tells his story on YouTube.
• The company’s stock dropped 10% within 4 days
of the music video posting.
• Today, this video has been viewed over 13 million
times.

6


THE SAME
APPROACHES NO
LONGER WORK IN THE
AGE OF THE CUSTOMER

7


8


Why Boards love Customer Experience
CX Leaders Outperform !!

9


Proving the Value of Customer Experience
Measurable Metrics

ACQUISITION

EFFICIENCY

Increase Sales & Adoption

Build Trust & Strengthen
Relationships

Reduce Costs & Effort

GENERATE MORE
OPPORTUNITIES

IMPROVE CUSTOMER
SATISFACTION

INCREASE SELFSERVICE SUCCESS

INCREASE
CONVERSION RATES

IMPROVE SERVICE
QUALITY & RELIABILITY

REDUCE COST PER
INTERACTION

INCREASE AVERAGE
ORDER VOLUME

10

RETENTION

DRIVE LOYALTY &
ADVOCACY

IMPROVE SERVICE
PRODUCTIVITY


82% of Companies Lack Visibility Into CX Value
Products
Services

Customers

Brands

Channels
Projects

11


Source: Dynamic Markets, “Performance Management: An Incomplete Picture” April 2011

Oracle CX connects every engagement your customer
has with your brand
 Leader in CRM Lead Management
In Store

 Leader in E-Commerce

Contact Center

Social

Field Service

Mobile

 Leader in Sales Force Automation

Direct Sales

 Leader in CRM Web Customer Service
 Leader in CRM for Large Organizations

Web

Oracle
Marketing

Oracle
Commerce

Oracle
Sales

Oracle
Service

Oracle
Social

Channel Sales

Foundational Tools
Oracle Cloud
Infrastructure and
Platform Services

12

Oracle Mobile, Portal
and Content Tools

Oracle MDM, BI and
Decisioning Tools


Oracle Integration and
BPM/SOA Tools

 Leader in CRM Customer Service
Contact Centers
 Leader in CRM Suite for Customer
Service Solutions

How Oracle Powers
Great Customer
Experiences

13


Oracle CX delivers for you
And your customers

SMARTER SALES

Sell More
Know More
Grow More

14

COMMERCE ANYWHERE

Personalize Experiences
Connect Interactions
Drive Results


CONNECTED SERVICE

Understand Needs
Solve Problems
Delight Customers

MODERN MARKETING

Engage Audiences
Know Buyers
Drive Revenue

Oracle Analytics Enhance CX
Start anywhere and evolve
SMARTER SALES

COMMERCE ANYWHERE

CONNECTED SERVICE

Quality
Data

15


Smarter Sales
Sell More, Know More, Grow More

Ensure sales reps are selling the
most appropriate products to
customers based on what they
own and need

16


Sell More, Know More
Overcome Challenges for a Complete View
EMPOWER USERS WITH
INSIGHT & TOOLS

51%

43%

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lack quality, reliability or
comprehensiveness of
data for #1

lack of effective systems
to gather and analyze
data for #2

Source: The EIU, In Search of Insight and Foresight: Getting more out of Big Data, April 2013

Improve Data Quality and Accessibility
“ Properly implemented master data
management improves the quality and
quantity of data
so the right decision maker, clerical staff, or
even delivery van operator
has access to the right information at the
right time and can therefore provide a great
customer experience.”
18


Source: Harvard Business Review Analytic Services, "Delivering on
the Promise of Great Customer Experiences”, August 15, 2013

Improve Data Quality and Accessibility
Standardize and Organize Data
 Consolidate multi-structured data

and sources into one repository
 Cleanse data by standardizing,
error-correcting, and de-duping
 Govern data by definition,
regulation, auditing, and access
 Share master data for better
insight to increase sales and trust

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Smarter Sales
Quality Data
Standardized product information for higher
quality on-line search for in-store sales
 90,000 SKUs receiving 129,000 hits a day
 Improved user uptake by 300%
 “This makes it much easier for staff to find

product information at the click of a
button—helping us to increase store
manager and customer satisfaction, grow
sales, and reduce costs.“
Scott Heyer, Manager of Store Systems
Solution components: Oracle Enterprise Data Quality, Oracle Endeca Guided Search

20


Explore Organizational Insight
Operational Reporting & Dashboards
CRM ANALYTICS

 80+ pre-built analytic
applications
 800+ pre-defined metrics
 Source adapters for data
integration

And Other
Operational Sources

21


SALES







Pipeline Analysis
Forecast Accuracy
Up-sell/Cross-sell
Cycle Times
Lead Conversion
Sales Team
Effectiveness

MARKETING
 Campaign
Effectiveness
 Customer Insight
 Product Propensity
 Market Basket
Analysis
 Campaign ROI

PRICE
 Price Segments
 Price Waterfall
Analysis
 Deal Life Cycle
 Deal Desk Analysis
 Product Pricing
Performance

SERVICE &
CONTACT CENTER







Effectiveness
Satisfaction
Resolution Rates
Efficiency
Service Cost
Service Trends

LOYALTY
 Member
Demographics
 Membership Trends
 Promotion Cost
 Promotion
Effectiveness
 Points Analysis

ORACLE BUSINESS INTELLIGENCE FOUNDATION

Sales Operations Dashboard

22


Geographically Visualize Insights

23


Smarter Sales
Operational Reporting & Dashboards
Accelerated and simplified customer
experience insight

 Maximize cross- and up-selling
opportunities

 Improve campaign success rates, and
enhance customer support
 Simplify management across IT stack
 Minimize downtime or performance
issues in a critical, client-facing
environment
Solution components: Oracle Marketing Analytics, Siebel Contact Center, Oracle
Business Intelligence , Siebel Communications, Media, and Energy, Sun SPARC

24


Explore the Insight from Conversations
Discover topics, consistent themes, consumer sentiment and more
“.. zoom feature must
be broken, seems
stuck on wide angle
setting..”

Customers
25

“.. the D150 is not userfriendly but is an
excellent camera for the
amateur photographer..”

Influencers


“.. our new model
surpasses the D150 in
quality, functionality
and ease of use..”

“..posted some more
landscapes from my
D150. Love it, picture
quality is awesome..”

Competitors

The Public

Combine Structured and Unstructured Data
Interactive Dashboards
“Why didn’t
younger buyers
respond as we
expected?”

“.. I can‟t believe John Doe was
spotted taking pictures with their
#1 competitors camera..”

A: negative sentiment about
campaign spokesperson
A: smaller target
population than
previous campaign

A: no issues with
availability in stores

“.. zoom feature must be
broken, seems stuck on
wide angle setting..”

A: issues with lens

“.. the D150 is not user-friendly
but is an excellent camera for
the amateur photographer..”

A: not user-friendly
Answers from Unstructured Data

Answers from Structured Data

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Smarter Sales
Interactive Dashboards
Self-service discovery of a variety of internal
and external product and sales data

 20% volume and 30% profit increases

 Saved 1.5 years and $4M
 Salespeople explore complex data in a

simple way: integrated search, faceted
browsing and analytics
Gartner BI Excellence Award Winner

Solution components: Oracle Endeca Information Discovery, OBIEE, Oracle BI
Applications, JD Edwards and other transactional systems

27


Predictive Analytics to Anticipate Behavior and Forecast Business
ADD FORESIGHT TO INSIGHT

75%

47%

28

of execs at top performers
say predictive analytics is
the most critical for #1

of execs at top performers
say scenario modeling is the
most critical for #2



Predictive Is Critical Yet Has Low Adoption
ADD FORESIGHT TO INSIGHT

8%
30%

29


of organizations use
predictive modeling,
optimization, or datamining extensively

of organizations use
predictive at all

Source: Gartner BI Platforms User Survey 2011: Customers Rate the BI Platform Functionality

Predictive Analytics
Variety of Scenarios
 Identify next likely action in

purchase, churn, or fraud
 Analyze “baskets” for patterns,
associations, and relationships
 Reduce risk for product launches
and missing targets
 Detect outliers and anomalies for
promotion or prevention

30


Anti-Fraud Predictive Analytics
Traditional Analytics

Anticipate risky customer behavior with
in-database predictive analytics
 Monitor numerous parameters for up

to 10 billion daily call-data records
 “We can analyze large volumes of

Oracle Advanced Analytics

Data Import
Data Mining
Model “Scoring”

avings

Data Preparation
and
Transformation
Data Mining
Model Building

customer data and call-data records
easier and faster than with any other
tool and rapidly detect and combat
fraudulent phone use.”

Data Prep &
Transformation

Hasan Tonguç Yılmaz, Manager

Data Extraction
Hours, Days or Weeks

Model “Scoring”
Embedded Data Prep

Model Building
Data Preparation

Seconds, Mins or Hours

Solution components: Oracle Advanced Analytics, Oracle Exadata Database Machine

31


Smarter Sales
Sell More, Know More, Grow More

Align scenarios analysis and allow
course corrections when
unexpected events impact the
forecast

32


Model CX Value and Performance
Scenario Analysis

 Model customer acquisition,
retention, and efficiency metrics
 Forecast and simulate impacts
 Calculate lifetime value
 Reduce planning cycle times

33


Model Scenarios More Accurately
The Old Way
Single Point Scenarios

•
•
•
•
•

34

The New Way
Thinking in Ranges

Only 3 possible outcomes
Limited view of risk
What are most important risk factors?
What are the odds I’ll make the target?
Which outcome is most likely?


•
•
•
•

Full range of outcomes
Illustrate probability of outcomes
Immediate visibility into inherent risk
True risk analysis for value of CX

Visualize CX Performance
Strategic Scorecards

Contribution
Maps

Trees

35


Scorecards

Commerce Anywhere
Personalize Experiences, Connect Interactions, Drive Results

Present relevant and personalized
offers to give customers what they
are looking for

36


Commerce Anywhere
Personalize Experiences, Connect Interactions
 Creative headers, images, messaging, and product
content is optimized to experiment conversions

Web

Fully dynamic and personalized crosschannel user interactions
offer / product / content / user flows

 Variety of data in customer profiles, sentiment, and
historical transactions are combined for context

Mobile

 Each click generates several predictive model
combinations generating call to next best action
 Real-time, self-learning analytics automatically
improves presentation and suggestions for highvelocity marketing for billions of daily decisions

37


Store
Social Media

Connected Service
Understand Needs, Solve Problems, Delight Customers

Offer customers the right
products and service when
they contact us
Recognize patterns in
service issues, and social
media early

38


Commerce Anywhere and Connected Service
Process Integration at Every Point of Interaction
 Marketing
 Next Best Action/Offer
 Interactive Campaigns
 A/B and Multivariate Testing

 Sales


Customer Acquisition Targeting
 Cross Sell/Up Sell / Guided
Selling
 Next Best Action/Approval

Automated Decisions

 Service
 Next Best Action/Treatment
 Customer Retention
 Risk and Anti-Fraud

39


Commerce Anywhere and Connected Service
Process Integration for Prescribing Next Best Action
Content Library
& Choices

Interaction &
Customer Data

Acquisition, Retention
& Efficiency Goals

Automated Decisions
Rules &
Predictive Models

Self-Learning

40


Closed
Loop

Next Best Action
Recommendations

Commerce Anywhere & Connected Service
Decision Process Integration
Next Best Action for call centers, direct sales,
email, mail, mobile, chat , social, web

 $132M in net new revenue in 2012
 40% reduction in cost of dispatch

 30% increase in NPS
 “The insights are amazing. You

can really see customers' buying
patterns and interests, how they
change over time, and we can take
action on that.” Mark Sucrese,
Marketing Director
41


Solution components: Oracle Real-Time Decisions, Oracle Business Intelligence Suite,
Oracle Siebel CRM, Oracle Eloqua, Oracle WebCenter Sites

Commerce Anywhere & Connected Service
Decision Process Integration
Next Best Action for call centers, on-line,
and in stores
 Improved sales conversion rates and value,

problem resolution, and reduced churn by 20%
 Increased employee retention and confidence

by 65%
 “The real-time capability takes into account

any contextual data that occurs in the
interaction with the customer, which is
exceedingly valuable.”
Alistair Dixon, Head of Delivery, Retail
Business Intelligence
Solution components: Oracle Real-Time Decisions, Oracle Business Intelligence Suite,
Oracle Right Now

42


Top Performers Prioritize Analytics in CX
Customer interactions
Research/product develoment

Business areas that will
receive investment for
innovative analytical
capabilities

Marketing
Sales
Supply chain/procurement
HR, workforce, and talent

0
Strong performers

43


10

20

30

40

50

60

Average and weak performers


“Reimagine The Experience”

The Experience Revolution

Monday, June 25, 2012
New York City Event Briefing
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Deliver World Class Customer Experience with Big Data and Analytics

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