Markies Mondays: 3 ways enterprise organizations made customer experience matter

September 20, 2021 | 3 minute read
Carrie Leader
Principal Product Manager, Oracle
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2021 Markie Awards - Pinnacle Award for Best Overall Customer Experience - EnterpriseWelcome back to Markies Mondays, a blog series where we celebrate the finalists and recipients of Oracle's 15th annual Markie Awards. Check back each week to learn how Oracle Advertising and CX customers are building their brand and creating lasting customer relationships with our connected suite of applications.

Agile innovation is often difficult for large organizations because many stakeholders are involved, communication is more complex, and some leaders are resistant to change. Despite these challenges, bigger companies must steadfastly focus on their modernization efforts to continue delivering the experiences their customers crave.

The Pinnacle Award for Best Overall Customer Experience—Enterprise celebrates companies that provide exceptional, modern customer experiences. And this year, we recognized five enterprise organizations that successfully adapted in the face of change to put their customers first. Let’s take a closer look at these teams’ three approaches to connect with customers, meet their needs, and show they care.

1. Stay connected when in-person isn’t possible

When physical storefronts closed last year, two Brazilian retailers recognized a need to communicate with customers in an entirely new way. For these brands, ecommerce had not previously been the norm, but the ability to adapt and connect with customers through digital channels is now integral to their success.

Partner Pmweb implemented Oracle Responsys Campaign Management for both customers, prioritizing the push and send time optimization features of the software. For one business, digital sales now account for half of all units sold, a 20% increase over the previous year. The second retail store experienced a 1,500% increase in email opt-ins. Both retailers found that placing the customer first and implementing effective, relevant communications across the right channels could lead to growth. 

2. Embrace change to meet customers’ changing needs

During the last year, one thing has been constant: change. In the midst of the uncertainty, one international travel agency developed a service with customers at the heart. With travel suspended and many businesspeople, students, and vacationers left in limbo, the company created a contactless solution to ensure continuity for necessary travel documents, signatures, and forms. Implementing Oracle B2C Service allowed the agency to virtually support 5,000 customers while maintaining the health and safety of their employees and even increasing sales. Putting customers first while facing this global challenge made all the difference.

Markie winner Zebra Technologies’ ecommerce experience was broken up across multiple ecommerce solutions and disparate technologies, creating frustration for their channel partners. To streamline the experience, Zebra decided to consolidate the websites under one Oracle Commerce umbrella and added integrations with Oracle Configure, Price, Quote and Oracle Analytics. These Oracle solutions enable customers to search by product, create custom configurations, and build product solutions with ease. The new ecommerce solution made it easier for its channel partners to cross-sell and up-sell to engaged consumers. The result increased site visits by 5x and contributed to higher monthly revenues and improved customer satisfaction.

3. Take a step back to say thanks

One of the world’s most luxurious airlines created a customer appreciation program to give back to healthcare workers during the pandemic. The company recognized their hard work and need for a break by offering an opportunity to win a trip in the skies. The airline used Oracle Responsys Campaign Management to manage an email campaign for their free ticket giveaway.

The program resulted in more than 10 million registration attempts and over 400,000 new email subscribers. The brand truly created a viral moment, with more than 1.26 million engagements on social media, 17.9 million video views, and 48,000 mentions. Taking the time to think about customers and show appreciation during such a turbulent time wasn’t only a way to build and nurture customer relationships, it also strengthened the company’s credibility and helped build brand loyalty.

We have so much more to share about the finalists and winners of the 15th annual Markie Awards in the upcoming posts in this series. Bookmark the Customer Success Stories category of the Customer Experience blog and check back regularly for updates.

In the meantime, learn more about the Pinnacle Award for Best Overall Customer Experience - Enterprise and the other 13 award categories on the Markie Awards website.

Carrie Leader

Principal Product Manager, Oracle


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