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  • Soluciones de Negocio para el g psector Turstico Growth

    with Differentiated Customer Experience

    Alberto Cordero & ngel OrtizOracle Applications

    Customer Experience

    Oracle Applications

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.1

  • Safe Harbor Statement

    The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development release and timing of any features or functionality described fordevelopment, release, and timing of any features or functionality described for Oracles products remains at the sole discretion of Oracle.

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.2

  • CUSTOMER EXPERIENCETHE BASIS FOR THE STRATEGYTHE BASIS FOR THE STRATEGY

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.3

  • Impact of Bad Experiences

    86% stop doing business with an organization after

    86%one bad experience.*

    82% of customers will communicate their bad service experience with others*

    82%experience with others

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.4 *Source: Harris Interactive, Customer Experience Impact Report 2009-2011

  • Impact of Positive Experiences

    #1reason to recommend a company: outstanding service*

    #1

    86%p y g

    of customers will pay MORE for a *

    86%better customer experience*

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.5

  • Brand Value

    Me, Here, Now

    Agility | Insight | Expertise | Efficiency | Scalability

    Innovation | Engagement | Sustainability | Differentiation

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.6

  • Customer Lifecycle

    serve my needsreward merepresent me

    earn my trust,minimize the risk

    know my historymake it easy SUPPORTENJOY

    be relevant give me more value

    engage me

    be transparent

    be consistentPLAN

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.7

    be transparent

  • ENJOYENJOY SUPPORT

    PLAN

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.8

  • CX Value Equation CX = A + R + E

    RRRetention

    AAAcquisition

    EEEfficiency

    RR++ ++AA EEBuild Trust and

    Strengthen Relationships

    RRIncrease Sales and Adoption

    AAReduce Costs

    and Effort

    EERelationships

    Increase Commerce Site Traffic 10% decrease in churn 30% reduction in email Increase Commerce Conversion Rates Increase Commerce Order Size &

    Margin2 Ch t i

    15% increase in FCRR 25% in CSAT / NPS 15% increase in LTV

    15% reduction in calls 50% reduction in training 25% Reduction in AHT

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.9

    2x Chat conversions

  • Oracle CX ApproachAND COMPONENTSAND COMPONENTS

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.10

  • 2011 2012 investment

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.11

  • Th C tThe Customer Experience ImperativeExperience Imperative

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.12BIG DATA

  • Complete Customer Experience (CX) FrameworkEnd-to-End Customer Lifecycle Solution

    S Experience Applications (CX) I

    AgentOffice

    SOCI

    Experience Applications (CX)

    Operational Applications (CRM)

    NSII

    AL

    Operational Applications (CRM)

    Master Data Management (MDM)

    IGHTMaster Data Management (MDM) T

    Technology & Data Architecture

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.13

    Technology & Data Architecture

  • KEEP YOUR PROMISE SUCCESS STORIESSUCCESS STORIES

    Copyright 2012, Oracle and/or its affiliates. All rights reserved.15

  • Accor HotelsWeb-Site Banner optimizationWeb-Site Banner optimization

    Implementation highlights RTD is Live since March 28th 2012 20K-60K unique visits on Customer profile page Click rate is 2.5% to 3% 6 months project

    building initial decisioning foundationbuilding initial decisioning foundation

    Oracle & Coherence better together 30ms response time with 1k choices evaluated 131ms with 5K choices 270ms with 10k choices

    Performance objectives are met ROI for Pilot is blowing-up estimations (B&D)

    Accor is not willing to communicate on measured achievements Could it be matching Forresters study figures ? Powered byOracleReal

    TimeDecisions

    16 Copyright 2012, Oracle and/or its affiliates. All rights reserved.

  • Shore Excursion RTD ResultsPathDecision ContentDecision CatalogDecision CartDecision Measure

    Control LegacyLanding LegacyCatalogBookings

    10 % of Visitors have Control LegacyCart

    Path Content Page

    O i i d

    Bookingshave Control Experience

    90% of Visitors

    Page

    CartPageTestPath

    OptimizedLanding

    OptimizedCatalogPage

    Bookings90% of Visitors have Optimized Experience

    withcrosssell

    LandingContent

    Booking Rate 14% Higher with the Optimized Experience vs. the Control Experience

    17 Copyright 2012, Oracle and/or its affiliates. All rights reserved.

    Booking Rate 14% Higher with the Optimized Experience vs. the Control Experience

  • Data Driven Predictive Decisions100s of session, party, customer, and trip data attributes influencing decisions

    Trip Example: Vessel Session Example: Items in Cart

    Party Example: Travel Party Ages Customer Example: Membership TierParty Example: Travel Party Ages Customer Example: Membership Tier

    18 Copyright 2012, Oracle and/or its affiliates. All rights reserved.

  • SEOandCustomerWebExperience

    OptimizedRankinginSearchEngines

    Personalization Contenttargetingg g Customersegmentation Adaptivescenarioengine LoyaltyManagement

    MultisiteManagement Microsites Country/Languages Affiliates

    19 Copyright 2012, Oracle and/or its affiliates. All rights reserved. ENDECAOracleApplications

  • OnlineGuestExperienceCRM/ATGCompositeDigitalApplications

    AccountManagement Selfserviceaccountregistration

    f l AccountProfile TravelHistory LoyaltyManagement

    PersonalizationPersonalization Contenttargeting Customersegmentation Adaptivescenarioengine LoyaltyManagement

    CrossChannelCRM SocialNetworking

    MultisiteManagement Microsites Country/Languages Affiliates

    20 Copyright 2012, Oracle and/or its affiliates. All rights reserved. ATGOracleApplications

  • ThomasCook

    ATGmaintainsa15monthtrailofsearch&browseactivityforeach

    f lProfile.

    SiteIntelligence(browsingdata)andCustomerIntelligence(bookingdata)ll f i f fil ballowsforaggregationofProfilebrowseactivityandbookingdata

    Thecustomerisidentifiedwhenthey) l d i darea)notloggedinand

    b)loggedin(uniquecustomerID)Thisinformationisusedtopushpersonalizedcontent

    21 Copyright 2012, Oracle and/or its affiliates. All rights reserved.

  • TravelocityDeliverSuperiorCustomerCareandReduceOperatingCost

    CHALLENGES/OPPORTUNITIES Deliveracompetitivelysuperiorcustomerexperiencewith

    COMPANYOVERVIEW

    Travelocityisaleadingproviderofconsumerdirecttravelservices for the leisure and business traveler It markets and

    everyinteraction Controlcoststooptimizeprofitability Quicklylaunchnewcustomerfacingsites.Thecompanyhasmorethan40customerfacingtravelsites.

    servicesfortheleisureandbusinesstraveler.ItmarketsanddistributestravelrelatedproductsandservicesthroughTravelocityanditsvariousbrandwebsites,contactcenters,andwebsitesownedbyitssupplieranddistributionpartners.

    100,000emailsreceivedeachmonth,ensuringeverycustomerissueisansweredcompletelyandquickly.

    RESULTS Knowledgebasesupports2,000+agentsin9languages 10%deflectiononwebform originatingemails RightNow emailsystemtriages100,000+emailseachmonthglobally

    90%firstcontactresolutionrate foremails 4,000+answersinglobalknowledgebase TravelAlertshelpcustomersadjusttravelplansandincreasecustomersatisfaction

    22 Copyright 2012, Oracle and/or its affiliates. All rights reserved.

    http://www.oracle.com/us/corporate/customers/customersearch/travelocityrightnowcs1564014.html

  • Ranked #1 in service Lowest customer service costs in the Lowest customer service costs in the industry

    90 percent reduction in agent 90 percent reduction in agent errors, yielding 833% ROI

    All emails responded to within in 12 hours or less

    http://faq.orbitz.com/

    833% ROI

    23 Copyright 2012, Oracle and/or its affiliates. All rights reserved.

  • More than 50% reduction in inbound email volume

    20% reduction in inbound call volume Customer self-service rate at 95% Crisis incidents responded to swiftly with

    timely and consistent information Agents able to record all customer Customer Support: http://www lastminute com/Agents able to record all customer

    information to develop personal customer service

    C i i l hi d i h Ri h N 95%+

    CustomerSupport:http://www.lastminute.com/

    Customerexperienceiscentraltoeverythingwedo,withRightNowwe

    areabletoensureourcustomersgetthepersonal,consistent,andsuperb

    customerexperiencetheydeserve,nomatterhowtheydecideto

    95%+ Self-service Rate

    24 Copyright 2012, Oracle and/or its affiliates. All rights reserved.

    communicatewithus.

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