Become Your Own Best Customer Success Story
By Stephanie Spada-Oracle on Jul 22, 2014
| Every four years, the World Cup generates millions of new soccer
fans around the world. As people watched these matches, more casual observers
became fans of the sport and its incredible athletes like Messi, Neymar, and Ronaldo.
More soccer fans mean more ticket sales, more jersey sales, and more participation by kids at all levels, ensuring a bright future for the sport. Soccer is a brand, and nothing promotes that brand like its players performing at a high level in the World Cup – arguably the most famous sporting event on the globe.
The same applies to other brands and other industries. Like World Cup soccer players promoting their sport, no one can promote your company and brand like you can. We take this to heart at Oracle and believe that the best way to achieve this goal is by using our products to support and drive our business at all levels.
It demonstrates our faith in our technology.
It makes our products even better.
It shows the world that we have pride in our brand.
And it makes us the best customer reference we have.
I’m proud that we can point to countless examples throughout Oracle where we are using our products −including engineered systems and big data, cloud, and customer experience applications and technologies − to drive transformation across our enterprise and model best practices for our customers. In short, Oracle runs on Oracle.
Working in the Cloud
Like many of our customers, we are on a journey to migrate from on-premise core business systems to cloud-based solutions to benefit from greater agility and cost efficiencies. We currently use a blend of Oracle E-Business Suite on-premise applications and Oracle Human Capital Management Cloud (Oracle HCM Cloud) solutions, with the goal of completing our migration to the cloud in 2015. Oracle HCM Cloud solutions enable us to proactively manage HR operations while optimizing talent recruitment and development across our global enterprise. Our use of Oracle HCM Cloud also sends a powerful message to large enterprises considering moving to the cloud about scalability and the flexibility that the platform provides organizations that need to pursue an iterative migration.
Understanding Our Customers and Serving them Better
Focusing on the customer experience is one of the wisest investments a company can make. Even modest improvements in the customer experience can yield hundreds of millions in additional revenue each year and strengthen customer loyalty.
Our customer programs are built on the tripod of listening to customers, responding to customers, and collaborating with customers, and are fueled by Oracle’s CX solutions and engineered systems. By adding this dimension of technology, we, have a much greater understanding of our customers, their behaviors, and their needs. A specific example is Oracle's Customer Experience Database (CxD). We use Engineered Systems (Oracle Exadata Database Machine and Oracle Exalytics In-Memory Machine), as well as Oracle Endeca and Oracle RightNow solutions, to combine customer profiles and behaviors from Oracle.com with social media interactions to provide a more complete view of customer interactions and experiences.
CxD combines traditional structured data profiles with online behavioral data, including live social media interactions, web behavior, sales chat, forum exchanges, and digital body language. A master database of CX data, CxD enables us to better target marketing resources and customer services and more predictive support customers at each stage in the CX lifecycle. When combined with the Oracle Business Intelligence instance that stores customer survey results across relationship, transactional, targeted and panel surveys, a full view of attitudinal and behavioral data emerges.
When Oracle purchased Sun Microsystems, we entered a new business area – manufacturing – with different supply chain, inventory, and service paradigms. Since that time, we have transformed our forward and reverse supply chain operations using Oracle Value Chain Planning applications on Oracle Exadata and Oracle Exalytics.
The results have been extremely favorable and visible. For our hardware operations, we reduced work-in-process inventory for hardware by $100 million, cut finished goods inventory by 10%, and achieved nearly 100% on-time shipment of servers and storage systems. In addition, we enabled closed-loop monitoring of plan health, allowing our hardware group to monitor plans daily and take decisive action to ensure stability.
As important, we have improved efficiency of reverse supply chain operations, including part returns and replacements, and boosted our ability to have the right parts at the right place at the right time across a network of more than 300 warehouses globally containing 30,000 distinct parts. Further, we cut parts inventory from $800 million to $400 million upon going live, reduced safety stock by $20 million, and cut logistics costs by $1 million annually as a result of consolidation and simplification.
Using Big Data to Make Measurable Improvements
Oracle is also using big data technology and concepts to significantly improve the effectiveness of our support operations, starting with our hardware support group. Although it’s new, the initiative has already delivered several valuable benefits. Our hardware support group recently began to look at automation to improve support quality and accelerate service request (SR) resolution. Its goal is to use predictive analytics to automate SR resolution within 80%-95% accuracy.
The support group gathers a tremendous amount of data. Each month, it logs 35,000 new SRs and receives nearly 6 TB of telemetry data via automated service requests (ASRs), but it had a siloed view of this data, which hindered analysis.
The team knew it had to walk before it could run. It started by taking information from approximately 10 silos – feeds from SRs and ASRs, parts databases, and customer experience systems – and migrating it to an Oracle Endeca Information Discovery environment. On the very first day of going live with the solution, the team identified between 200 and 400 additional automation opportunities for a specific domain, a number that accounts for approximately 4% of new SRs coming in on a monthly basis.
We then focused on gaining insight in near real time, leveraging the parallel processing of Hadoop to automatically feed Oracle Endeca Information Discovery and improve data velocity. Our first initiative with this new environment looked at Oracle Solaris SRs. By aggregating all of the data in near real-time, we rapidly identified ways to increase automated SR resolution from less than 1% to approximately 5% of Solaris-related SR—which will enable us to provide faster support to customers while reducing costs. s.
Oracle plans to leverage its big data environment to optimize time to resolution for SRs, track average time to resolution for a specific issue, identify which help desk engineers are especially adept at solving that issue, and route SRs to the engineers who are most effective and efficient in specific areas.
These are powerful success stories we can share with customers. They need to know we put our products and solutions to work at Oracle every day, where they are delivering proven results in a large-scale global enterprise.
Just like the athletes who were promoting soccer during the World Cup, no one can promote our brand like we can. And the beauty of self-promotion in this way is that it's quite possibly the most customer-centric thing you can do. There is really no better way for us to walk in our customers' shoes than to run our business with the exact same products we deliver to those customers.