Personalisation to individualisation retail deck
Transcript of Personalisation to individualisation retail deck
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Beyond Personalisation to Individualisation
Kristi Mansfield, Director CX & TransformationAdi Gulati, Commerce CloudOracle Customer Experience
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Mass Production Mass Customisation Segmentation Personalisation Individualisation
Your customers are now in charge
From Gen Z tothe GreatestGen
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Give me a positive experience and I’m 3x more likely to be a loyal customer
A great experience means you could increase cross-selling opportunities by 5x
I expect advice based on my location (59%)
I expect real-time recommendations (54%)
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Individualisation is Achieved When Customer Intention is Anticipated, Understood & Actioned
84% of businesses have experienced a trend towards customers wanting an individualisedexperience
Only 1 in 5 say they can effectively offer an individualisedexperience
Individualisation and agility are key to revenue growth. BI tools, CX solutions, play a vital role.
81% believe cloud-based solutions are important to delivering individualisedcustomer experience
Source: Oracle Individualization Research study, April 2016
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31%
32%
34%
38%
40%
Our digital marketing campaigns areresonating less well with
customers/prospects
We struggle to centralize our various data-sources and our customer data
Our online purchasing journey is not properlyoptimised for multiple/mobile devices
Our customers/prospects prefer interactionsto be on their terms and to initiate sales
discussions themselves
A growing number of digital channels andincreased competition have made customers
more fickle and less loyal
Biggest Challenge Today Meeting Customer Expectation
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The Challenges
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Some Are Born Data-Driven
We must move beyond
having data to being data-driven
Uber Spotify Netflix AirBnB Amazon Whatsapp Tesla Facebook Google
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InspireEvaluate
ConfirmPurchase
Car Wait
Pick up
Info
Offers
Actions
Pre-Purchase Purchase Post-Purchase
Personalisation today
Customer profilingSegmentation
Content targetingSocial media listening
Next best offer Content marketing
Location based marketingCommerce
Personalised serviceKnowledge
Location based marketingCommerce
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Retail Industry ChallengeBlend The Physical & Digital
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• Today 64% of in-store purchases influenced by digital
• Expected to be 90% by 2020
• With Digital that pervasive, the concept of Online and Offline will be irrelevant
• Retailers must continue to prepare for that convergence
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Eslite Customer Journey - Enabled By Oracle Cloud
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SocialRelationship
SocialRelationship
Responsys
Mobile Mobile Mobile
Mobile
Content &
Experience
MobileInsight
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The Opportunities
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Empowered Customers
Digital is Humanized
Knowledge Everywhere
Internet of Things
Mobile as Primary Channel
Cross-Channel Service
1990s 2000s 2010sWHAT’S NEXT
1980s
of organizations cite ‘complexity’ as the greatest barrier to improving multichannel customer experience
40%
Evolution of Channels
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Channel Strategy Priorities
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Web Customer Service
Expand to Where Your Customers Are
Components• Messaging• Registration• Knowledge Search• Media Upload• Incident History• Survey
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Web Customer Service
Customer Engagement
• Web Video: Start a video chat session with a customer at the click of a button
• Modern Consumer Experience: Easy deployment for access across web and mobile touch-points
• Omni-Channel: Add video as a new service channel using existing routing and agent/administrative tools
KEY BENEFITS
• Build better customer relationships by providing a more personal connection with agents to increase trust and rapport
• Diagnose and solve issues by offering visual assistance and collaboration
• Improve communication by leveraging the full experience of voice, tone, expressions and gestures
1-way video stream shows the agent to the customer – future releases will
support 2-way video
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Web Customer Service
Conversational Commerce
CHAT BOT
• Conversational FAQs: Can answer common questions via a natural interaction
• Escalate to a Live Agent: Triage and hand-off to a human agent as necessary to resolve
• Provide a differentiated experience by offering a modern, conversational engagement
• Improve efficiencies by resolving predictable interactions at low cost
• Provide a capacity buffer to smooth agent availability issues and channel transitions
Customer can interact naturally
Virtual Assistant (VA) is available via Chat
VA recognizes intent (not just keywords)
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Decision
Science
Machine
Learning
Web-Scale Data Content CX Cloud
Offers
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Adaptive Intelligent™ Offers
Achieve the Best Outcomes with the Most Data
Most and highest quality data from Oracle’s Data Cloud enriches consumer
profiles to deliver more personalized and relevant experiences in real time
Increase Customer Lifetime Value
More personalized and consistent experiences across the lifecycle drive
initial conversion, better up-sell, and cross-sell
Turn Static into Adaptive Journeys
Offers adjust to what consumers need in the micro-moments when they need
them most
Deliver Highly Personalized Offers for Consumers
1st-Party Data
Digital, Commerce, Marketing LOB |
Retail | Travel & Hospitality
3rd-Party Data
Consumer Advertising Profile
Geospatial Calendar Events
Weather Social Bots
Customer Profile Orders
Clickstreams
Customer Interactions
Service Inquiries
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Data Ingestion Insights
Decision Science
Supervisory Management
Display Output
Five Components of Adaptive Intelligent™ Offers
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Making It Work
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Our two biggest criteria are:
are you a marketer by background
and
do you understand technology?
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Thank you
[email protected]@oracle.com
Oracle Customer Experience