Wednesday Jul 29, 2015
Monday Jul 27, 2015
By Katrina Gosek, Director | Commerce Product Strategy -Oracle on Jul 27, 2015
Wednesday Jul 22, 2015
By Christine Friscic-Oracle on Jul 22, 2015
By Kaarina Kvaavik and Heather Shoemaker, founders, Language I/O
In today’s ever-expanding global world, it’s bad business for companies to not have some sort of multilingual customer support. Even those without a global presence will have interactions with non-native speakers. The inability to support these customers isn’t from a lack of trying, but from a lack of proper resources designated for multilingual customer support efforts.
Having the right tools can be a boon for a company’s global expansion strategy and for retaining current international customers. The importance of retention is reflected in a recent Adobe report that estimates, “for each 1% of shoppers who return for a subsequent visit, overall revenue will increase by approximately 10%.”[i] Proof that as a global business it’s imperative to invest in ways of attracting and retaining customers.
Just how do you achieve your goals in multilingual customer support? In a recent blog post, Language I/O co-founder Heather Shoemaker detailed the five steps toward multilingual customer support. What are these critical items?
- Review your current CRM or Customer
Experience (CX) platform, such as the Oracle Service
Cloud, and make sure it can support your multilingual
- The Customer Support team should
not let other departments dictate the company’s CRM or CX content translation solution.
What works for one department in product translations may not work well in
- Hire an objective, third party
linguistic reviewer for each supported language. It’s critical to have a human
as part of your multilingual support as machine translation is not enough.
- Share a translated glossary of key
terms across the company so that as new languages are added key terms can be
- Share translation memory across the company. This will allow for consistency and translation work only taking place on content that has been updated or changed.
The key in following these steps is to ensure that customer expectations are properly met and that continuity exists throughout the company in all supported languages. Of course, adjustments will need to be made for any lingual nuances that are difficult to translate, the reason why it’s important to have a third party linguistic reviewer on hand.
It’s important to keep in mind the end strategy here: exceptional multilingual customer support that exceeds customer expectations.
To learn the importance of multilingual customer support and the impact it can have on your global efforts, join Oracle for an informative webinar on Wednesday, July 29th at 11AM ET (8AM PT, 1600 GMT). Hosted by Language I/O co-founder Kaarina Kvaavik, the webinar will feature a discussion with LinkedIn’s Josh Larson and iRobot’s Matt Cooper on how they utilize Language I/O’s LinguistNow product inside the Oracle Service Cloud environment to simplify processes, reduce costs, and support more markets. For more information and to register, click here.
(De)Constructing Customer Success for Consumer Brands – Is it More Than a Buzzword and does it Really Apply to Us?
By Dan Feuer - Commerce Product Strategy -Oracle on Jul 22, 2015
Customer Success…is this just another buzzword, the new must have, a simple checkbox, or does it actually mean something? I think we all know that big buzzwords (big data anyone?) can lose their impact and meaning but I am here to tell you that when you strip everything away, ‘customer success’ is really at the cornerstone of creating successful consumer businesses.
Let’s look at the two words separately. Customers—every business wants to maximize the number of customers they have to grow revenues and spread out revenue risk. Success—achieving or exceeding ones goals, can be measured in revenues and metrics around growth, retention and adoption.
It’s interesting that when we put the words together, they take on a variety of meanings:
Customer Success = Superior Customer Experience = Part Process / Part Relationship = Doing whatever it takes to make the customer successful/happy. A few well-known examples: Zappos, Nordstroms, Chick-fil-A.
Customer Success = Helping the Customer Achieve their Goals = Driving their Success = Pro-active Engagement. A few examples: free nutrition classes at Whole Foods, the Genius Bar inside Apple Stores, pool maintenance courses at my local pool store, coffee shops offering lessons on coffee and brewing techniques, outdoor retailers such as Rock Creek utilizing ambassadors to introduce people to particular sports.
These two definitions are very distinct and have varying levels of adoption. The interesting part is that when one combines them, something really magical starts to occur. From the eyes of the business, they clearly want their customers to have a great experience and feel like they receive superior service, be it when they walk into a store, order something online or when they call. The reality is that, unless you are a monopoly, if your customer is not happy because of how they are treated, at some point they will leave you (about 68% of customers leave for this reason). On top of that, Forrester Research has conducted studies across 13 different industries and has shown that perceptions of customer experience are highly correlated to considerations of future purchases, willingness to recommend to a friend and defection rates to competitors (“The Business Impact Of Customer Experience, 2014, Forrester Research, March 2014”). For some businesses, shifts in customer perception equates to multiple, sometimes hundreds of millions of dollars, gained or lost.
But rather than just delighting them with great experiences, what if all businesses also started to say to their customers—we recognize that the experience doesn’t stop when you buy our product, we want to help you achieve your goals, help you succeed. The reality is, up until recently, few and far between would ever say such a thing to a consumer. At a very high level, telling someone is much easier than showing and helping someone. As an example, a health food store might say that eating xyz food will make you feel healthier but not everyone would show their customers how to make a food plan to actually make you healthier.
When one thinks about it, superior customer experiences + engagement is really a double whammy, a value proposition that is nearly impossible to beat. Let me put it this way—how many consumer businesses can you think of that focus both on delivering superior customer experiences and proactively help the customer achieve their goals? Those that do clearly know that underneath this catchall phrase of customer success is the pathway to creating successful businesses. Going back to the individual definition of each word, businesses obtain and keep servicing their customers to ensure their own long-term success.
So, where does this leave all of us? Great question. As you can guess, I am a big believer in customer success, from both an experience and engagement perspective. I also recognize that saying you have a consumer focused customer success program and actually implementing one (hint: sometimes simple actions go a long way) are two very different things. A first step forward is the recognition that customer success is not just a checklist item but also a way to grow your business, perhaps even developing into a viable competitive differentiator.
I plan to write more about the topic, using my professional and personal experiences to highlight ways to bring the various components of customer success to consumer businesses. Next up: A Tale of Two Interactions, Enabling the Customer Experience.
Friday Jul 17, 2015
By Christine Friscic-Oracle on Jul 17, 2015
Check out how T-Mobile Netherlands partners with Oracle Service Cloud to create the next generation of web customer service by combining web self-service and communities and increased support channels to help lower costs and improve customer satisfaction.
With over 70% of all services being done online, see how they use cloud solutions as the center of human, real, customer communications across all channels: https://www.youtube.com/watch?v=Pi-9fCf-oFY.
Wednesday Jul 15, 2015
By Sarah Sheehan-Oracle on Jul 15, 2015
Tuesday Jul 14, 2015
By DanKing, Principal Visual Designer-Oracle on Jul 14, 2015
I was at a trends conference in January of 1997 and the keynote speaker said something that I will never forget, “The culture of the World Wide Web will never grow beyond an environment of sharing information."
Back then, there was a commonly understood respect for the Internet and the purists would never consider making it into a marketplace. It was a place where mankind shares knowledge for the common good. To use the Internet to buy or sell would have been to insult the Cyber gods.
years later we hold our fingerprint smartphone in near proximity to a
contactless reader and it vibrates to confirm the purchase of a $4 cup
of over-roasted coffee. Trends can be subjective and misleading.
Projected eCommerce US sales for 2016 may reach $316B and $98B* made
with a mobile device.
*Statistic source… Research date: 10.9.2014.
Thursday Jul 09, 2015
By Christine Bardwell | Commerce Product Strategy -Oracle on Jul 09, 2015
Shoppers won’t understand if a product isn’t available to them when it’s available to customers in another country. The same is true of promotions, and delivery options. Shoppers may expect to place an order using a money-off coupon in one country and collect from a store in another country, while adding points to their loyalty card. They won’t understand why that’s not possible – it’s all through the same brand after all.
Some brands try to tackle this issue by not allowing customers to see other country websites at all by geo-blocking, i.e. blocking access to websites based on location, or diverting the page back to a local browser - a practice which only further frustrates consumers.
So why don’t all the rules that apply to omnichannel – such as brand consistency, service offerings and stock consistency – also apply across geographical borders too?
Wednesday Jul 08, 2015
By Christine Friscic-Oracle on Jul 08, 2015
The Oracle Service Cloud team has been thinking a lot about what’s most relevant to the people we are serving. What are the day-to-day challenges folks on the front line helping customers solve their service issues are facing? What are the trends that continue to impact how organizations deliver customer service? Below are a few shifts in the customer service landscape that are disrupting business as usual. These trends can’t be ignored by any global, modern customer service organization:
- The usage of mobile devices continues to disrupt and drive changes in consumer attitudes and behaviors. Organizations should respond (if they haven’t already) and be ready for all things mobile.
- Knowledge needs to be the foundation of all service channels and engagements. Modern customer service teams simply cannot be successful without a single knowledge base that underpins both self-service and assisted service channels. As customer preferences tilt toward web-based self-service (both Gartner and Forrester now state the web has surpassed voice as the most common customer support channel), easy access to knowledge and findability is becoming a key responsibility of customer service leaders.
- Customer Service will increasingly include machines talking to machines (as opposed to humans talking to humans). Soon there will be 20 billion devices connected to the internet. A few years back the concept of leveraging the Internet of Things (IoT) for Customer Service was still in its infancy. Today those initial barriers are gone and Service with IOT is ready for mainstream.
- Customer Service will continue to extend from engagement centers to other functions in the enterprise. Organizations are increasingly accepting that service is a key component during the entire customer journey and part of this realization move is connecting the service function with functions (and systems, platforms, tools) in other parts of the organization. This way the journey from that first brand touch point all the way to the technician standing in your living room is supported by one consistent service platform.
These changing customer service dynamics offer a great starting point for organizations to begin discussions to better understand the current challenges. Also look at how to turn these modern service challenges into opportunities to deliver better service!
Stay tuned as we continue to explore these areas and for more insight, please check out the new Oracle Service Cloud video. It highlights relevant customer stories on the importance of delivering Service Anywhere, providing Knowledge Everywhere, and the importance of Intelligent Service.
Monday Jul 06, 2015
By Emily Creech-Oracle on Jul 06, 2015
My wife bought me a Fitbit bracelet for my birthday. My experience has been really positive so far. The iPhone app is easy to setup, and tracking meals, calories and exercise is simple. The Fitbit has also shaped my behavior. I have transitioned to baked chips for lunch, plain bagels with no cream cheese (most of the time), and “hold the mayo” on my sandwiches. It has also pushed me to take the stairs more often and walk more frequently to hit my daily distance goal. These are all good things. On the other hand, tracking sleep habits has proven slightly challenging—only because the tapping motion to put the bit into “sleep mode” is awkward and honestly the routine really irritates my wife. Picture this at bedtime: tap wrist repeatedly, but device fails to “sleep”… REPEAT (this time with harder/louder taps)… nope… REPEAT… you get the idea.
Nighttime tapping aside, this simple device and app show the amazing power of two things: metrics and user adoption.
- Metrics: The daily and weekly report in the app that make my eating habits and exercise very visible, along with any improvements or decline over time vs. my goals.
- User Adoption: Did I wear the device today? Did I enter my meals today? If either answer is no, I haven’t adopted the tool and there’s no hope it will help me.
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- The Connected Field Service Workforce: Past, Present and Future
- Analysts, Customers, Partners Discuss New Commerce Cloud
- 5 Steps to Providing Exceptional Multilingual Customer Support
- (De)Constructing Customer Success for Consumer Brands – Is it More Than a Buzzword and does it Really Apply to Us?
- T-Mobile Netherlands Humanizes Customer Experience
- Field service, the Hollywood Way
- Three “In-the-trenches” design observations to help keep your eCommerce competitive
- It’s Time to Get Omni-Geo: Applying Omnichannel CX Rules to International Selling
- Transform Modern Customer Service Trends and Challenges into Opportunities by Stephen Fioretti
- In Sales or with Fitbit, You Can’t Manage What You Can’t Measure by Greg Swender