Chapter 1 Marketing: The Art and Science of Satisfying Customers
Differentiate your brand with great service...Make it easy for customers to engage with your brand...
Transcript of Differentiate your brand with great service...Make it easy for customers to engage with your brand...
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Differentiate your brand with great service Yong Sheng (YS) Lee Director of Strategy and Sales- Service Cloud Oracle Asia Pacific
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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 for Oracle’s products remains at the sole discretion of Oracle.
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Some Things Haven't Changed
“A business absolutely devoted to service will have only one worry about profits. They will be embarrassingly large.”
Henry Ford > founder of the Ford Motor Company
reason to recommend a company:
is still Outstanding Service* #1
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Top 3 Reasons:
Why a Customer Would Select A Brand
Lower Price
Great Service
Superior Product
64%
60%
49%
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It takes months to find a customer … seconds to loose one
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How to make Service your differenciator?
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Welcome To The Modern “Age Of The Customer”
Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report
1900 1960 1990 2010
Age of Manufacturing
Mass manufacturing makes industrial powerhouses successful
Age of Distribution
Global connections and transportation systems make distribution key
Age of Information
Connected PCs and supply chains mean those that control information flow dominate
Age of the Customer
Empowered buyers demand a new level of customer obsession
Beyond
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Customers expect great service with less effort
Source: Customer Experience Online Survey, 2013
Customers Say
71% valuing their TIME is the most important thing a company can
do to provide good service
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Growth in channels that requires less effort
Telephoning a company and speak to an agent 73%
73%
Help or frequently asked questions (FAQs)
on a company’s website 57%
67%
Sending an email to customer service 56%
58%
Instant messaging/online chat with alive person 30%
43%
Click-to-call 33%
Online forum or community with other customers 23%
32%
Screen sharing 30%
Sending mobile/SMS message to the
company requesting assistance 24%
Contacting a company using Twitter 11%
22%
2013
2009*
Base: US online adults who have used any customer service method in the past 12 months * US online adults who have used any customer service method in the past 12 months (multiple responses accepted)
Source: North American Technographics Customer Experience Online Survey, Q4 2013 (US)
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Modern Customer Service
Cross-Channel Service
Engage Customers
Make it easy for customers to engage with your brand
1 2 Empower Employees
Make it easy to serve customers
3
Adapt Quickly Easily adapt to the changing needs of your business
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12% 24% 25%
Online Self Service Online Chat Social Service
Increase of Web Services
in the last 3 years
Source: Leggett, Kate, Blog Post, Forrester's Top 15 Trends For Customer Service In 2013, Forrester Research, Inc.,
January 14, 2013.
Making it possible to service multiple customers
simultaneously
Online Customers Expect Quick Service
1. Engage Customers
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http://www.mckinsey.com/insights/marketing_sales/why_companies_should_care_about_ecare
The Rebirth of E-Care / E-Service
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Customer prefer E-Service
Say their 1st choice is something other than the phone2
who have a low-effort service experience will buy from that
same company again3
of issues that end up as a call didn’t start that way1
46% 60% 94%
1 Sales and Service Excellence, Effortless Experience, Nick Toman, 1 Oct 2013.
2 CFI Group, Contact Center Satisfaction Index 2013.
3 CEB, Delighting Customers Doesn't Pay, Making Their Lives Easier Does, 10 Oct 2013.
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Engage Customers
Oracle Service Cloud provides 26 million Self-Service answers in 26 languages per year …”Enables us to provide the highest levels of post-sales support and ensure we hit targets for our
most important KPI—customer satisfaction.“ – Mark Hilton, Director Customer Care
Make it easy for customers to engage with your brand
• Let mobile customers easily reach you any time
• Deliver a personal, satisfying self-service experience
• Make it a great experience on every channel
• Know them and meet their needs better
• Allow customers to share ideas and solve issues
Deliver outstanding service on every channel
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2. Empower Employees
• Seamless engagement across mobile, social & all channels
• Turn every agent into your best agent
• Provide the right information every time
• Customer insight speeds time to resolution
Making it easy to service customers
Make every agent your customers’ hero
“Oracle Service Cloud has been at the core of New Zealand Post’s transformation journey for years, and plays a key role in the success of our customer experience strategy. We gained a single view of customer interactions, reduced chat
handling time by 25% and improved our agent productivity by 10%.” Russell Stephens, Head of Customer Channels
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Cross-Channel Contact Center
Case Management
Guided Resolution
Social Engagement
Customer Engagement
Analytics
Telephony Control
Unified Agent Desktop
Mobile Desktop
Cross-Channel Contact Centre for Your Agents
Empower Employees
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3. Adapt Quickly
"With Oracle Service Cloud, we can scale and quickly deploy new customer-facing capabilities to support our numerous brands. The solution enables us to put the right, actionable information in our agents’ hands to ensure we meet our customers’ expectations for superior customer service.”
–Nicholas Armstrong, Director, Global Customer Experience Products
Easily rise to the needs of your business
• Support new business initiatives with ease
• Integrate with other enterprise apps quickly
• Scale up and down at your pace
• Peace of mind with proven, secure & compliant service
Adapt service to your changing business
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One of the largest pay TV providers in the US with 14 million subscribers
DISH IMPROVES SERVICE AND PRODUCTIVITY
SOLUTIONS
• Deployed Oracle’s flexible FSM cloud application to manage thousands of service installers
• Holistic, consistent process for both mobile user and customer experience
• Robust, platform-independent mobile application empowering any type of field employee on their device of choice
CHALLENGES
• Legacy FSM solution • No way to see an enterprise view
of the mobile workforce • Wanted to improve customer
service through in-home service delivery
• Required security and reliability
RESULTS
• Completed deployment to 14,000 techs and 16,000 total users in less than 4 months
• Increased employee productivity by 15 percent
• Reduced appointment window and improved on-time arrival
• 80 percent increase in ability to handle same-day work
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Cross Channel Contact Center
Knowledge Management
Web Customer Service
Policy Automation
Service Cloud Platform
Field Service Management
Born cross-channel Delivering next gen innovations now
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Service Cloud delivers results
20% more volume with same agents
Engage Customers Empower Employees Adapt Quickly
1,000s of suppliers connected efficiently
Shortens Call-Center Holds by 30%, Decreases Internal Inquiries by 90%
30% chat conversions, 20% rise in order size
Improves Agent Productivity by 10%, and Reduces Chat Handling Time by 25%
launched x-channel
2 days to hrs for email resp.
High levels of support without expanding staff despite 10x
increase in business
Eliminate unnecessary technology to cut costs and increase funds spent on
helping children
40% drop in inquiries with web, social support
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Retail & Manufacturing
Telecom & Utility
Travel and Hospitality
Financial and
Insurance
Government and Non for
Profit
Higher Education
High Tech
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Differentiate your brand with superior service
EASY
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Differentiate your brand with superior service
SIMPLE
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Differentiate your brand with superior service
ADOPT
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Some Flagship Oracle Service Cloud Customers
Communications Financial Svcs High Tech
Higher Education Travel & Transport Retail Healthcare Media/Entertainmt
Communications Consumer Goods Public Sector