Thursday Apr 25, 2013

Putting the CX Puzzle Together: Connect Customer Touch Points by Combining Oracle WebCenter Sites with Other Oracle CX Solutions

On its own, Oracle WebCenter Sites provides organizations with powerful capabilities for engaging sites visitors with personalized, interactive, multichannel experiences on their marketing websites. But for companies that are ready to embrace the power of predictive decisionsing or who are ready to start integrating different online touch points into a seamless and connected experience, Oracle's customer experience solutions can offer even more. Let's take a look at how a few of these customer experience solutions combine with Oracle WebCenter Sites.

Oracle WebCenter Sites + Oracle Real-Time Decisions

Oracle’s web experience management solution, WebCenter Sites, already includes robust capabilities for marketer managed segmentation and targeting, however, a whole new level of optimization can be achieved by combining WebCenter Sites with Oracle’s decision management solution, Real-Time Decisions. Using the power of statistical data models and historical and real-time analytics, Real-Time Decisions automates what would otherwise be the manual task of sifting through volumes of customer data, determining likely and potential customer segments, and determining the best content to present to a given site visitor. As customer interactions take place, Real-Time Decisions continuously refines its data models, automatically adjusting and learning over time to achieve the optimal content selection for each site visitor. Marketers have multiple levels of control when using Real-Time Decisions. They can opt for full automation and let Real-Time Decisions handle all decision making. In this case, Real-Time Decisions infers segmentation and uses automation to make decisions about what content to display to the site visitor. Or, marketers can opt for a more controlled approach and specify performance goals that will help steer the Real-Time Decisions model in the direction of desired business objectives such as maximizing revenue or maximizing conversions. Together, Oracle WebCenter Sites and Oracle Real-Time Decisions provide marketers with the ability to determine the best approach for realizing their segmentation and targeting objectives, whether that means managing the process manually or by instituting some level of automation

Oracle WebCenter Sites + Oracle Endeca

If you’re a business that has a large product catalog, integrating faceted search into the web experience can be an effective way for potential customers to dynamically explore your site and find relevant and desired items more quickly and easily. During the product selection process, site visitors want the ability to navigate based on their own unique preferences and to view content and search results that are most relevant to them. Often, the search experience on a website frustrates potential buyers or provides them with too many irrelevant results to wade through. A solution such as Oracle Endeca Guided Search can be integrated with your WebCenter Sites deployment to optimize the search capabilities on your web presence, so you can deliver more precise, more relevant, and more complete results that help guide and influence product selection, leading to increased conversion rates and customer satisfaction.

Oracle WebCenter Sites + Oracle ATG Web Commerce

If your business model includes an eCommerce component, speeding and simplifying the purchase process is critical. A streamlined and efficient online purchase process is vital to preventing shopping cart abandonment. The purchase process can even become another opportunity for engaging customers and influencing them to purchase more or related products; it can also be structured to incentivize customers to take action now through the offer of various promotions. Oracle’s ATG Web Commerce is a top ranked commerce solution that enables you to deliver an engaging and efficient online buying experience. When combined with Oracle WebCenter Sites, these solutions bring together best-in-class web experience management and ecommerce capabilities, assuring that your site visitors have a personalized, interactive, and multichannel experience as make their way through the customer journey.

Oracle WebCenter Sites + Oracle WebCenter Portal

For some business models, online self-service is the primary channel through which business is conducted. In others, online self-service represents an opportunity to lower the cost to serve by migrating customers from high cost customer service channels to the more cost-effective online channel. Oftentimes, in industries like financial services, healthcare, or even government, you’ll want to provide your customers, patients, or constituents with both a public online presence where they can find information and engage with your organization early in the customer journey, and also an online self-service presence that enables your customers to access secure services where they can conduct financial transactions, look up personal health information or take advantage of government services. In cases like this, the combination of Oracle WebCenter Sites and Oracle WebCenter Portal is ideally suited to helping you meet both of these objectives and ultimately deliver an online experience that is unified, consistent and seamless as those visiting your web presence evolve from prospects into active customers.

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On Demand Webcast: How to Connect the Online Customer Experience by Combining Oracle WebCenter Sites with Other Oracle CX Solutions

Are you providing your customers with the best possible browsing, shopping and search experiences across all your marketing and commerce websites? Successful organizations must deliver an engaging online experience that is personalized, interactive and consistent across all phases of the customer journey from research to selection to support and follow on purchases. Attend this Webcast to learn how WebCenter Sites can help you:

  • Unify the online customer experience by bringing together best-in-class web experience management, eCommerce, and faceted search capabilities
  • Encourage social interaction by incorporating ratings, comments, reviews and social sharing capabilities into your web presence
  • More easily ingest content feeds from your suppliers and simplify the management of high volumes of detailed product information

View the webcast.

Tuesday Apr 23, 2013

Engage Your Customers and Empower Your Business with Oracle WebCenter Sites

In today’s socially enabled, multichannel online world, individuals increasingly expect their online experiences to be targeted specifically to their interests, to be as social and interactive as their social networking experiences and to be optimized for whatever device type they choose whether a PC, tablet or mobile phone. For Web marketers, this new imperative presents a unique set of challenges when it comes to engaging with their customers online.
Oracle WebCenter Sites helps organizations meet the new Web experience management (WEM) imperative:

Oracle WebCenter Sites enables organizations to deliver a highly relevant and personalized online experience to their customers using intuitive segmentation and targeting capabilities. This allows organizations to deliver the right content to the right site visitor at the right time, maximizing up-sell and cross-selling opportunities while creating an experience that fosters loyalty.

With Oracle WebCenter Sites, organizations can make the experience on the corporate web presence as interactive and community oriented as the experience on social networks. They can also tap into the power of social networks for extending the visibility of their brand and leverage social endorsements to influence purchasing decisions.  User-generated content such as ratings, reviews, comments and polls can be easily incorporated into the web presence.  Social login and social sharing capabilities make it easy for site visitors to contribute user-generated content using their familiar social network ID’s. Content that site visitors like can be easily shared with their social networks in just a few clicks.

Oracle WebCenter Sites also helps organizations solve some of the challenges of multichannel delivery so they can successfully engage site visitors across online channels.  Oracle WebCenter Sites enables centralized management of traditional web and mobile sites.  The online experience can be easily optimized for delivery to thousands of mobile phone and tablets so organizations can engage mobile users more effectively.

Check out the video to see what it's like to experience WebCenter Sites as a site visitor:

Another important focus area of WebCenter Sites is empowering businesses to create and manage engaging online customer experiences on an enterprise scale.

In order to compete effectively and to get online initiatives to market as quickly as possible, marketers and other non-technical business users need the ability to take greater control of the creation and management of the online customer experience. To enable this, WebCenter Sites has transformed the marketing user experience so that site authoring is visual, intuitive and designed for the way that marketers want to work today. When it comes to web authoring in WebCenter Sites, what marketers see is what marketers get.

Capabilities such as comments, reviews, ratings and blogs are integral to engaging site visitors today. Additionally this kind of user-generated content enables visitors to recommend and endorse an organization to others – an invaluable marketing tool in today’s world.  But user-generated content requires some level of moderation and control to safeguard the integrity of the brand.  Oracle WebCenter Sites provides deep, yet simple to use moderation capabilities so that organizations can assure that the dialogue around their brand is a constructive one.

Assuring optimal performance across enterprise web deployments is a critical component of the online customer experience. With Oracle WebCenter Sites, organizations can deliver a highly scalable multisite, multilingual, and multimedia online customer experience. They can execute on a global scale without sacrificing performance. Oracle WebCenter Sites assures rapid, dynamic delivery of high-volume sites, streamlines the management of hundreds of sites, makes it possible to manage vast and complex product catalogs with ease, and seamlessly incorporates digital assets into the online experience through rich media management.

See what it's like to be a marketer using WebCenter Sites to create engaging online customer experiences:

Monday Apr 22, 2013

Mind the Gaps in Your Customer Experience

We all have certain pet peeves about what we experience as customers.  One of mine is the all too common experience of calling a customer service line, waiting an interminable amount of time for an actual human to get on the phone, providing the agent with my account information, describing my problem to that agent, and then being transferred to yet another agent because the first one can’t address my problem. Invariably, this next agent asks me to once again provide my account information and once again describe my problem.  Why isn’t this information communicated to the next rep in the chain so I don’t have to waste my time and repeat myself?  Or better yet, why isn’t that first line rep empowered to help me in the first place.

Many of you may be familiar with “Mind the Gap,” the omnipresent signage in the London Underground that advises subway passengers to take extra care as they cross the gap between the train and the platform.  “Mind the Gap” has even become such a part of London’s iconography that you’ll often find it plastered on t-shirts or other souvenirs. The idea behind “Mind the Gap” is to raise risk awareness among passengers so accidents can be prevented, the Tube can run smoothly and riders can go safely about their business. The call center experience I describe above is riddled with what I consider “customer experience gaps” – little landmines that exist between various touch points and channels of interaction where the risk of customer dissatisfaction is high if care is not taken to make these engagements connected, consistent and meaningful. All too often, businesses fail to “mind the gaps” in their customer experience and allow them to become a source of customer pain, frustration or flight.

Mind the Gap

In recent years, customer experience gaps have only become more plentiful. When I need to make a purchase, my customer journey can take me many places: to a search engine, to a corporate website, to Facebook, or to a store. I may interact with sales people, customer service reps, and other people in my community or in my social network.  Sometimes I gather information on my desktop in my office, or on my iPad from the comfort of my sofa, or from my fantastic new smart phone which is with me pretty much everywhere.   And as I go about my customer journey with a particular brand, I often observe the lack of connection between the various touch points and that’s because many organizations are failing to “mind the gaps” in their customer experience.

In my opinion, these failures aren’t necessarily intentional. If fact, I think organizations are under more and more pressure to “mind the gaps” and get the customer experience right.  Maybe that’s why 22% of respondents in Oracle’s recent Global Customer Experience Survey said that improving the cross-channel experience is the top priority of their organizations’ customer experience program over the next twelve months. One of the problems, however, is that most companies have created systems to address most of these channels and touch points, but they’ve often created them independently, making it difficult to maintain consistent and meaningful interactions with a customer. What companies need to do is examine the infrastructure supporting the customer experience and move away from having these disjointed silos that create customer experience gaps. Oracle can help get you there.  How well are you minding the gaps in your customer experience?


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Oracle WebCenter is the center of engagement for business—powering exceptional experiences for customers, partners, and employees. It connects people, process, and information with the most complete portfolio of portal, Web experience management, content, imaging and collaboration technologies.

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