the tip of the spear

Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |

The Tip of the SpearHow Customer Success Can Lead The Effort to Integrate The Client Experience

Peter ArmalyPrincipal Transformation AdvisorOracle Marketing CloudOctober 24, 2016

Confidential – Oracle Internal/Restricted/Highly Restricted


Goals for this presentation

Confidential – Oracle Internal/Restricted/Highly Restricted 2

1. Communicate benefits of broadening Customer Success scope to cover more terrain of customer journey• Why is that important? • What’s preventing it from

happening now?• How can Customer Success

accelerate the change?2. Communicate how Oracle Marketing

Cloud is building a future-focused Customer Success framework


• The Boston Consulting Group on capability

–“… an ingrained ability to do something well in a way that improves business performance”

–“… building capabilities generally requires coordination across functions and business units”


Industry weighing in on the client experience topic

Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Confidential – Oracle Internal/Restricted/Highly Restricted 4

Industry weighing in on the client experience topic

AT&T’s CEO, Randall Stephenson, today on CNN:

• Buying Time-Warner (CNN, HBO, Warner Bros, DC Comics, et al) because of customer demands for more (bandwidth, variety and quality of content, etc)

• All about the customer experience


• 88 percent of enterprise decision-makers say their growth depends on personalizing the customer experience, but they lack the resources and expertise to design an improved digital customer journey.


Forrester 2016 Survey


• Product functions and delivers results as advertised and expected

• Top notch guidance when I request it or on those rare occasions when you accurately guess what I need before I even ask for it

• Rapid, frictionless technical assistance


Customer expectations


• Customers follow instructions to progress towards business goals

• A respectful partnership develops with customers, leading to subscription/license renewal and maybe, even, growth

• Customers advocate on behalf of the vendor because they realize ROI


Vendor expectations


• Under-developed, or only a one-off, end to end view of customer

• Misaligned product fit as customer proceeds through lifecycle

• Client feels passed from function to function with little info about them accompanying them along the way

• Financial targets associated with managing the client experience difficult to determine


Client Experience Challenges


Critical Factors that Retain Customers



Speed


Relevance


Consistency


Critical Enablers of those Factors



Data

Data


Human Intelligence


Culture


Working with the buyer/customer – who does what


Promote

Brand

Identify

Interest

Distribute

Content

Nurture

Prospect &

Community

Nurture

MQLs

Negotiate

w/SQLs

Support

New Sales Close Deals

Manage

Events

Implement

& Onboard

Educate &

Coach

Customer

Distribute

Investment-

specific

Content

Measure

Health

Promote

&

Manage

Adoption

Nurture

Renewal

Drive

Advocacy

Sales X X X

Marketing X X X X x X X X

Customer Success X X X X X X x


Working with the buyer/customer – who knows what


Broad

Interest

Specific

Interest

Demo-

graphics

Business

Goals

Org

Structure

Budget &

Timeline

Contract

Flow NPS

Goals

Progression

Tech &

Process

Challenges

Adjacent

Needs

Talent &

Skills

Application

Processes

Contract

Milestones Engagement Advocacy

Propensity

for

Advocacy

Sales X X X X X

Marketing X X X X

Customer Success X X X X X X X X X X X X X

Not a lot of sharing going on


The buyer/customer would be better served if the who knows what was broadened


Broad

Interest

Specific

Interest

Demo-

graphics

Business

Goals

Org

Structure

Budget &

Timeline

Contract

Flow NPS

Goals

Progression

Tech &

Process

Challenges

Adjacent

Needs

Talent &

Skills

Application

Processes

Contract

Milestones Engagement Advocacy

Propensity

for

Advocacy

Sales X X X X X X X X X

Marketing X X X X X X X X X X X X X X

Customer Success X X X X X X X X X X X X X X


• Long-held and cherished organizational structures

– Hierarchical silos

– Front-loaded financial performance goals

• DNA

• Skills

• Technological complexity


Challenges inhibiting true customer-centricity


1. Broader dissemination of the customer data it collects and distills (to Sales, Marketing, and Product Management)

• CS should be held accountable for producing and maintaining customer post-sale account record

2. Outsource customer marketing to the Marketing team; pros at handling content management and executing nurture campaigns

• Hold them accountable to SLAs

3. Push for a financial measurement of customer lifetime value and share in the responsibility and accountability for achieving it


How can Customer Success accelerate the change?


Customer Success at Oracle Marketing Cloud



Modern Marketing Assessment Success Plan

Planning For Success

Business Objectives

Marketing Priorities

Maturity Levels

NEXT STEP: Take action on the plan

Emerging/SMB


Adoption Services Transformation Services

Ensuring Value with Adoption & Transformation Services


Self-Guided Toolkits Personalized Follow Up Communications

Self-Serve Boost SeriesInteractive, self-directed journey to drive adoption and mastery of Modern Marketing best practices


Process Flow for BoostUnderstanding how customers will engage

1 2 3

Boost Series Self-Guided Emails


DIY Marketing Success Pages

Detailed checklists and tools to support plan execution


The Cloud PortalKey information accessed on-demand

Single Entry Point For Users

Step-by-Step Guided Journey

Real-Time Subscription Information and Data Analytics

Strong, Engaged User Community


Oracle’s Approach to Managing the Client Experience



Oracle CX Cloud SuiteComplete, Innovative & Proven

Data Management

Analytics & Data Visualization

Application Development

Content & Collaboration

Process & Integration

Identity & Security

Unified CX Platform

CX Cloud Apps

CommerceSales CPQ Service Social MarketplaceMarketing

CX Industry Solutions


What Customer Experience (CX) Should BeA set of related interactions

Oracle Confidential – Internal/Restricted/Highly Restricted 32

“Companies will be better off if they stop viewing customer engagement as a series of discrete interactions and instead think about it as customers do: a set of related interactions that, added together, make up the customer experience.”-McKinsey & Company

the tip of the spear

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