By Mike Stiles on Sep 24, 2013
In his Keynote address at OpenWorld, Oracle President Mark Hurd informed the crowd they were going to be hearing a lot about Customer Experience during the mega-event in San Francisco. Saying new consumers are, and will continue to be, much more difficult buyers than we ever were, Hurd added that what makes them “difficult” is simply that they expect to be treated well.
Below are the day’s key thoughts from a CX mini-keynote that followed.
91% of C-suite execs want to be a CX leader in their industry. But only 38% of them have a formal CX initiative. The need is to move from thought leadership to plan-to-solutions leadership.
Steve Miranda, EVP, Oracle Application Development.
CMO's and marketing teams are going from marketing communications to experience engineering. Rallying around the customer should now drive IT decisions. The winning combo is cross-channel optimization + relevant product + meeting individual needs at the right time and on the right channel. Embrace “failing fast”…experimenting, discovering results, learning, and adapting quickly. Being customer-centric can start paying off in the short term, even if the vision is long term.
Glen Hartman, Global Managing Director of Digital Consulting, Accenture Interactive.
eBay customers want tailored shopping experiences across platforms. The journey to a consistent CX is to be able to deliver anytime, anywhere. Today's best practices break all the rules you learned in the past.
Ghufran Ahmed, eBay
90% of commerce is influenced by social. Customer expectations are rising...BUT delivery by so many companies is declining. You can't just outsource social to any 22-year-old digital native. It’s too specialized, too critical. Something with such a tremendous impact on the bottom line should not go to the least experienced employees. Data and customer interactions can be woven into every part of the Oracle Social portfolio...into many functions beyond social. You must know your customer in order to respond to them in the way they want and like being responded to
Meg Bear, GVP, Oracle Cloud Social Platform
Do things that are incremental. The important thing is to just get started. The days of huge projects are gone. Put the customer at the center in unexpected ways to change their perspective of you.
David Vap, Oracle GVP
Attendees also heard from Oracle pros and clients in various sessions that the shift to customer-centricity is indeed yielding results that benefit both the customer and the organization.
Everything we do is about us as consumers, not brands. It's not about what kind of marketing brands send out. Consumers do the talking and sharing about our brands. Social is a global communications transformation. It took the telephone 75 years to reach 50 million users. It took Pinterest 2.75 years.
Erika Brookes, VP Product Strategy, Oracle Social
IT is not brain surgery. Figure out who your audience is and what they're doing on social. Online is another storefront – one that demands tremendous customer service.
Kat Smith, Social Media Director, Petco
Social is one of the most measurable channels - quite easy to track. It's not about "owning" social, it's about being the lead group helping your organization leverage social. Once executives know how to use social, they don't want to leave the social conversation.
Lars Silberbauer, Global Director of Social Media, LEGO
As for IT’s role in this fundamental business and organizational transformation, attendees heard it put quite simply that the CIO is already in the marketing business...they just might not know it yet. Join us on @oraclesocial tomorrow for Oracle OpenWorld, Day 3, with coverage of sessions such as:
- Socially Enable Your Enterprise to Maximize Your Customer Experience
- Forget B2B and B2C: Technology Enables B2P Marketing
- Accelerating Success With Social Customer Service
- Larry Ellison’s Cloud Keynote Address
And yes, that's Jerry Rice in the photo above who stopped by to pay a visit today.