Wednesday Sep 26, 2012

The Customer Experience Imperative: A Game Changer for Brands

By Anthony Lye, SVP, Cloud Applications Strategy, Oracle

We know that customer experience has emerged as a primary differentiator for businesses today.  I’ve talked a lot about the new age of the empowered consumer. At Oracle we’ve spent a lot of time developing technologies and practices that our customers can implement to greatly improve their customer experience strategies.

Of course I’m biased, but I think that we have created a portfolio of the best solutions on the planet to help organizations deal with the challenges of providing great customer experiences. We’ve done this because we started to witness some trends over the last few years. As the average person began to utilize social and mobile technologies more frequently and products commoditized, customer experience truly remained the only sustainable differentiator for businesses.

In fact, we have seen that customer experience is often driving the success or the failure of a product or a brand. And as end customers have become more vocal about their experiences with companies on social and mobile channels, they now have the power to decide which brands will win and which brands will lose.

To address this customer experience imperative, I believe that business today must do three things really well:

Connect with your customers. You have to connect with customers whenever, wherever and however they want. Organizations must provide a great experience on their existing channels— the call center, the brick and mortar store, the field sales organizations, the websites and social properties. Businesses must also be great at managing and delivering journeys on these channels, while quickly adapting to embrace the new channels that emerge.

You have to understand mobile. You have to understand social. You have to understand kiosks. These are all new routes to market, new channels where your customers may or may not show up. You have to interact with them where they are. You have to present information in a way that's meaningful to them. As well as providing what we would call a multichannel experience. We have to recognize that customers may start their experience on one channel, but end it on a different channel. It’s important that an organization’s technology solutions enable, not just a multichannel strategy, but a strategy that can power new channels and create customer journeys that cross these channels.

Get to know your customers. Next, companies need to get to know the customer as intimately as the customer will allow. Today most customer interactions are anonymous, but it’s important for brands to know which customers drive value. Customers want to provide feedback. They want to share their opinions, but they want to know that those opinions are being heard and acted upon. For this to occur, we need to know much more about the customer and then reward them for their loyalty and for their advocacy.

Enable connections. The last thing is to enable people to connect or transact with your brand. We've got to make it really, really simple for customers to do business with us. We can't make them repeat the steps; we can't make them tell us their identity for the fifth time as they move between organizations. These silos can no longer sustain or deliver a good customer experience. It's extremely important that companies be where customers want them to be—that we create profitable journeys for us and for them.

Organizations have to make sure that there is a single source of truth that defines the customer. We have to make sure that the technology applications that we rely on understand not just the dimensions of multichannel, but of cross-channel too. We have to enable social at the very core of the overall architecture. We have to use historical analytics, real-time decisioning as well as predictive analytics to help personalize and drive an experience. And these are all technologies that IT needs, that IT is familiar with, but needs to enable for the line of business that in turn can enable for the end customer.  This means that we've got to make our solutions available to the customers in the cloud.

In this new age of the empowered consumer, businesses have to focus on delivery mechanisms that reduce the overall TCO, while driving a rapid rate of innovation and a more rapid rate of deployment.

At the Oracle Customer Experience Summit @ OpenWorld, I’ll discuss these issues and more. I hope that you can join us for what promises to be an unforgettable experience.

Oracle Customer Experience Summit @ OpenWorld

Businesses worldwide are operating in a new era. Customers are taking charge of their relationships with brands, and the customer experience has become the most important differentiator and driver of business value. Where is the experience heading? And how can businesses take advantage of the customer experience revolution?  Find out from experts at a one-of-a-kind event:  Oracle Customer Experience Summit @ OpenWorld

Preview the Conference Schedule for October 3 – 5, 2012

Registration - Wednesday October 3, 7:00 a.m.–6:30 p.m.
Westin St. Francis, Moscone West, South, Hilton San Francisco, and Hotel Nikko

Sample Sessions:
The Experience Imperative - Wednesday October 3, 12:30 p.m.–2:30 p.m.
Mark Hurd, President, Oracle
Anthony Lye, Senior Vice President, Oracle Cloud Applications Strategy
David Vap, Global Vice President, Product Development, Oracle
Mike Svatek, Chief Strategy Officer, Bazaarvoice

Leading the Experience Revolution - Wednesday October 3, 3:45 p.m.–4:45 p.m.
Seth Godin, Best-Selling Author, Founder of Squidoo.com
David Vap, Global Vice President, Product Development, Oracle

Driving a Customer Experience Strategy - Wednesday October 3, 5:00 p.m.–6:00 p.m.
David Vap, Global Vice President, Product Development, Oracle
Matthew Banks, Senior Director, Customer Experience Solutions, Oracle

Register now.

Tuesday Sep 27, 2011

Industry Best Practices - Hear the Latest from Oracle Industry Strategists at OOW

Here are 32 top opportunities to learn from the industry strategists about how to leverage CRM and related solutions for industry best practices. 

 Monday, October 3rd, 2011 

11:00 am – 12:00 pm

Rebates: Growing Channel Margins for Distributors, Manufacturers, and Retailers with Oracle E-Business Suite (18502) Earl Eldridge, Oracle; Donna Peroutka, Schreiber Foods, Dave Castaldi, D and H Distribution

Moscone West, Room 2010

12:30 pm – 1:30 pm

Oracle CRM for Communications: Strategies for Cross-Channel Convergence (18252) David Fan, Oracle

Palace Hotel, Sea Cliff Room

12:30 pm – 1:30 pm

Service Transformation- Building Process Automation for Complex Service Offerings (High Technology - 13862) Mike Saslavsky, Oracle; Rishi Gowaikar, Agilent; Dan Loomis,  Cisco

Palace Hotel, Pacific Heights Room

2:00 pm – 3:00 pm

Enabling Service Execution with Siebel CRM, PRM, and Oracle Real Time Scheduling (Professional Services – 17182) Marshall Powell, Oracle; Trafford Seymour, Marty Wick, ServiceMaster

Westin Market St. Hotel, Concordia Room

3:30 pm – 4:30 pm

Deliver a Superior Online Customer Experience (Communications - 15171) David Fan, Oracle

Palace Hotel, Twin Peaks South

3:30 pm – 4:30 pm

MDM in the Public Sector (MDM – 17781) Gurinder Bahl, Oracle; Ruben Spekle, Capgemini; Michiel Kramer, SVB

Intercontinental, Union Square Room

5:00 pm – 6:00 pm

ATG Web Commerce Panel Discussion: The Future of Web Commerce and Retail (18204) Brian Collins, Kelly O’Neill, Oracle

Moscone West, Room 2012

 Tuesday, October 4th, 2011

11:45 am – 12:45 pm

Best Practice Innovations In Front Office – Financial Services CRM (Financial Services – 23530) Dave Wright, Oracle

Westin Market St. Hotel, Metropolitan I

11:45 am – 12:45 pm

Next Generation Warranty Management with Siebel CRM (Manufacturing – 21980) Rajkumar Ravuri, Siva Subramanian, Wipro

Palace Hotel, Sea Cliff Room

1:15 pm – 2:15 pm

Offline Sales Force Automation Client for Life sciences (Life Sciences – 09790) Arvindh Balakrishnan, Harsha Murthy, Oracle, Alok Verma, ITC Infotech

Westin Market St. Hotel, Franciscan II Room

3:30 pm – 4:30 pm

Lan Airlines Transforms Its Loyalty Program With Siebel Loyalty (Travel & Transportation – 13140) Sundar Swaminathan, Andrew Martin, Oracle; Ralph Piket, Eduardo Duran, Lan Airlines

Westin Market St. Hotel, Olympic Room

3:30 pm – 4:30 pm

Enabling Best Practices in Medical Professional Education Management (Life Sciences – 08408) Marco Osthoff, Johnson & Johnson; Yashpal Vakharia, Cognizant

Westin Market St. Hotel, Franciscan II Room

5:00 pm – 6:00 pm

Oracle's CRM for Consumer Goods: Strategies for Engaging with Your Evolving Consumers (18253) Angelique Moon, Oracle

Palace Hotel, Sea Cliff Room

5:00 pm – 6:00 pm

Transformational Distribution for Insurance with CRM On Demand and Oracle Policy Automation (Insurance – 08570) Anton Wiryawan, Phil Whitwell, Oracle; Diganta Tah, Cognizant

Westin Market St. Hotel, Franciscan I Room

 Wednesday October 5th, 2011 

10:15 am – 11:15 pm

Oracle's CRM for Banking: Reclaim Your Customers' Loyalty with Strategic Treatment (18254) Sandra Sanvido, Oracle

Westin Market, Stanford Room

10:15 am – 11:15 pm

Enhancing Customer Value with Proactive Analytics (Financial Services – 23519) Kiran Jagannath

Westin Market St. Hotel, Metropolitan I Room

10:15 am – 11:15 pm

Improve Customer Experience through Cross-Channel Commerce: Featuring Sprint (Communications – 15172) David Fan, Oracle; Sprint

Palace Hotel, Rose Room

11:45 am – 12:45 pm

Oracle's CRM for Life Sciences: Strategies for Sales Innovation (18255) Piers Evans, Raj Aggarwal, Charles Knapp, Oracle

Westin Market, Stanford Room

11:45 am – 12:45 pm

Customer Panel: Transforming the Customer Experience In Hospitality With ATG and Siebel CRM (Travel & Transportation – 23503) Micah Friedman, Oracle

Westin Market St. Hotel, Concordia Room

11:45 am – 12:45 pm

High Technology Channel Management For Growth-Extending The Enterprise Into The Partner Network - Super Session Part 1 (High Technology – 13863) Mike Saslavsky, Oracle; Alok Arora, Krish Ellath, Michael McClellan, NetApp; Mahesh Ravoori, NetLogic Micro

Palace Hotel, Sea Cliff Room

1:15 pm – 2:15 pm

High Technology Channel Management For Growth-Extending The Enterprise Into The Partner Network - Super Session Part 2 (High Technology – 13864) Mike Overly, Oracle; Krish Ellath, NetApp; Milind Gokarn, Selectiva; Steven Nott; Cypress Semiconductor; Ramki Pitchuiyer, Paloras

Palace Hotel, Sea Cliff Room

1:15 pm – 2:15 pm

Oracle's CRM for Public Sector: Social Services, Safety, and 311 Customer Success (18256) Tiffany Blair, Michael Seback, Oracle; Joann Butler, Montgomery County; Michiel Kramer, SVB ; Robert O’Neill, British Columbia

Westin Market, Stanford Room

1:15 pm – 2:15 pm

Transforming LSP Sales, Rating, and Operations with Siebel CRM/Oracle Transportation Management (Travel & Transportation – 08487) Sundar Swaminathan, Greg Smith, Oracle

Westin Market St. Hotel, Concordia Room

5:00 pm – 6:00 pm

Going Beyond- Dell Personalizes Service to Grow Revenue and Satisfaction (High Technology – 13868) Mike Overly, Oracle; Syed Hassan, Harvey Trotman, Dell

Palace Hotel, Sea Cliff Room

5:00 pm – 6:00 pm

Customer Case Study: AFG’s Oracle Exadata OLTP and Consolidation (Database/Siebel – 07744)  Holden Lai, Australian Finance Group

Moscone South, Room 304

Thursday, October 6th, 2011

9:00 am – 10:00 am

Customer Experience Management -- Best practices from customers and Siebel Hospitality Overview (Travel and Transportation – 12400) Hari Batnagar, Greg Gravlin, Vinson Lee, Oracle

Westin Market St., Concordia Room

9:00 am – 10:00 am

Leveraging Oracle CRM On Demand Analytics (18241) Binh Le, Oracle; Michael Combopiano, Harris Bank

Moscone West, Room 2010

10:30 am – 11:30 am

Life Sciences CRM On Demand for Sales Force Effectiveness (Life Sciences – 15179) Piers Evans, Jennifer Cain, Oracle

Westin Market St.,
Franciscan II Room

10:30 am – 11:30 am

MDM for Financial Services: Compliance to Competitiveness (MDM – 17780) Rohit Tandon, Oracle; Tarun Batra, LumenData; Vicky Pelletier, Prudential

Moscone West, Room 3007

12:00 pm – 1:00 pm

E-Commerce and Multi-Channel Retailing – An MDM Perspective (MDM – 17800) Dhiman Bhattacharjee, Oracle; Manikandan Munikrishnan, Infosys; Jamie Quiggin, Tesco

Moscone West, Room 3007

12:00 pm – 1:00 pm

CRM at the Medical Technology, Success and Challenges (Life Sciences – 08580) Shaun Braun, Stryker

Westin Market St. Hotel, Franciscan II Room

1:30 pm – 2:30 pm

Supporting Demanding Customers in Evolving Utility Markets With CRM (Utilities – 13520) Eric Thierry Martin, Martin Dunlea, Oracle

Palace Hotel Twin, Peaks South

Learn more and register now for Oracle OpenWorld 2011, San Francisco, October 2-6. View CRM Conference activities, browse our Focus On CRM program guides and full content catalog, and build your online / mobile schedule. We look forward to seeing you at OpenWorld!

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