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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

Outsmart the Competition with the Right Social Customer Service Strategy Atul Tuli : Sr. Sales Director, Oracle Cx Cloud : @atultuli April 7th, 2015


“At GM, our customers are our compass. We are putting them at the center of everything that we do... That focus, that culture, is changing the future of GM.”

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General Motors is delivering on customer centricity.


Social and Customer Experience Enabling the Perfect Pairing


"The digital environment is not a parallel or purely virtual world, but is part of the daily experience of many people.” – Pope Benedict XVI

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Empowered Customers Always Connected, Always Sharing, Always Aware

CUSTOMERS HAVE CHANGED social

mobile

millennial

self discovery

buying

learning

targets

choice

value

expectation

information


Social is Influencing Purchasing Decisions

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o 4 in 10 ten social users have purchased an item online or in-store after sharing or favoriting it.

o 90% of all purchases are subject to social influence.

40%

90%

Source SocialAnnex


Social Giving Customers a Voice & Platform

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Promoted Tweet to 300k after a negative luggage experience. How does a billion dollar corporation only have 9-5 social media support for a business that operates 24/7?


Source: 2011 Customer Experience Impact Report (CEI), based on a survey commissioned by RightNow and conducted by Harris Interactive.

“If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000.”

Jeff Bezos, Amazon CEO

Mass media Internet/1:1 Social/Mobile

The importance of a good brand experience is crucial…

•86% of consumers will pay more for a better customer experience •However only 1% of consumers feel their expectations for a good experience are met. •Furthermore, 89% of consumers switched to a competitor after a poor experience.


Maximizing Social to Deliver Exceptional Customer Service Impacting the Customer at Every Touchpoint


Digital and social influences the customer at every touchpoint in the journey.

CUSTOMER BRAND

According to Gartner research, more than 80% of global customers’ purchase behaviors will be dictated

by social and digital interactions.

80%


Your customer’s journey today looks something like this…

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8. Social Advocacy

1. Brand Awareness

2. Product Interest

3. Sales Engagement 4. Channel Optimization

6. Service

7. Field Service

5. Quote/Order

Attract and Nurture

Engage and Close

Support and Listen


Social enables the journey each step of the way.

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8. Social Advocacy

1. Customer Need and Product Research

2. First Engagement and Awareness

3. Relevant Recommendations

4. Purchase

6. Associated Social Service

5. Product / Issue

Attract and Nurture

Engage and Close

Support and Listen

7. Assisted Social Service


One Experience

Why do we sometimes see a disconnect? Why do customers become dissatisfied with a customer experience?

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Social

Mobile

Store

Call Center

Website

eCommerce

Need > Research > Select > Buy > Use > Recommend

Many experience individual disconnected interactions…

…rather than experience a connected customer journey.

Sales Service

Marketing Social

CPQ Commerce


Become Socially Enabled Enterprise !!


The deep integration of social media and social methodologies into the organization to drive business impact. – Altimeter Group

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Socially Enabled

Business Defined


Social Business Maturity

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1. Planning Listen & Learn

2. Presence Stake Our Claim

3. Engagement Dialog Deepens Relationships

4. Formalized Organize for Scale

5. Strategic Become a Social Business

6. Converged Business is Social

Drive ROI through Social Media and Business Objective Alignment


1. Planning - Listen and Learn

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Every good conversation starts with good listening.


2. Presence - Stake Your Claim

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3. Engagement - Dialogue Deepens Relationships

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Broadcasting Listening & Engaging Relationships

The Social Media Brand Engagement Curve


4. Formalized - Organize For Scale

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Decentralized

Multiple Hub and Spoke Centralized

Holistic

Hub and Spoke

Source: Altimeter Group, Q4 2012 Social Business Survey - Social Business Organizational Models.


5. Strategic – Become a Social Business

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Marketing and Communications

Sales Customer Care HR & Talent

Management Internal

Collaboration


6. Business Is Social

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“Business has only two basic functions – marketing and innovation.” Peter Drucker


Transformational Change is Never Easy or Automatic…

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…But You Can Blaze a Path

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• Establish Goals and Metrics • Communicate Vision • Structure the Organization • Empower & Train Employees • Put Right Technology In Place • Showcase Results


Solution Result Challenge

Marriott Rewards needed to better understand what customers and consumers were talking about across the social and digital web. Objective was to to create more relevant content for their audience that also drove business results.

Marriott Rewards uses Oracle Social to listen to their audience, creating an award-winning, engaging campaign based directly on a fan recommendation.

Improved customer insights drove award-winning “30 Beds in 30 Days” promotion

Promotion generated 602K entries

102% sales increase for ShopMarriott.com

18k visits to the Rewards Credit Card website

Stronger, more relevant engagements

Oracle CX: • Oracle Social Cloud • Oracle Marketing Cloud • Oracle Service Cloud • Oracle Commerce • Siebel

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Solution Result Challenge

Mine consumer feedback on social to transform social into actionable items in real time

Uncovered major pieces of customer feedback via social: K2XX aluminum steering wheel

K2XX cooling seats ventilation

Strengthened internal relationships, resulting in faster knowledge sharing and problem-solving

Turned feedback into customer-centric solutions

Applied model to ongoing monitoring of products

• Hired full-time advisor with focus on online consumer feedback

• Joined first Owner Action Center

• As information came in, fed throughout organization (specifically brand quality, engineering, manufacturing)

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General Motors mines consumer feedback on social channels to uncover product issues and make improvements in real-time.


Oracle provides a complete customer experience platform to help companies succeed in customer experience.

Oracle Marketing

Integrated Customer Experience Foundation

Social Network Mobile Integrations

Oracle Sales

Oracle CPQ

Oracle Commerce

Oracle Service

Oracle Social

Analytic KPIs & Dashboards

Predictive Analytics


Social. Exceed Your Customers Expectations.

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