The document discusses how communication professionals (CSPs) need to engage digital customers. It notes that digital customers have short attention spans and are hard to please. CSPs need to follow rules like engaging customers on social media instead of directly selling, recognizing customers use multiple channels, and providing no service is sometimes the best service. The document advocates that CSPs use customer data from all touchpoints to develop a unified customer view and provide personalized experiences across channels. It provides examples of how Vodafone and Oi Brazil improved customer engagement and business results by integrating Oracle CX Cloud platforms.

1. Philip Thomas – Sales Consulting Manager, Middle East, Africa and South Asia
21 March 2018
Customer Engagement in a Digital World
What CSP’s need to do to survive and prosper

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ATTENTION SPAN
12 SECONDS
ATTENTION SPAN OF A HUMAN IN 2000
9 SECONDS
ATTENTION SPAN OF A GOLDFISH
8 SECONDS
ATTENTION SPAN OF A HUMAN IN 2015

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A NEW CUSTOMER HAS EMERGED
#Digital
#HardToPlease

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How do you engage a digital customer?
4

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Social Engagement is a MUST have
Engage with me Don’t Sell to me
Every Customer is Multi-Channel
Best Service is NO Service
Rules Of Customer
Engagement

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Social Engagement is a MUST have
Engage with me Don’t Sell to me
Every Customer is Multi-Channel
Best Service is NO Service
Rules Of Customer
Engagement

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Complex Cross Channel Customer Journey
Web
Mobile
Social
In-Person
Call center
Paper
NEED / RESEARCH SELECT PURCHASE
MAINTAIN /
RECOMMEND
RECEIVE / USE
7

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Social Engagement is a MUST have
Engage with me Don’t Sell to me
Every Customer is Multi-Channel
Best Service is NO Service
Rules Of Customer
Engagement

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…than make a phone call
Millennial’s would rather send 10 chat messages
9

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Social Engagement is a MUST have
Engage with me Don’t Sell to me
Every Customer is Multi-Channel
Best Service is NO Service
Rules Of Customer
Engagement

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Social Engagement is a MUST have
Engage with me Don’t Sell to me
Every Customer is Multi-Channel
Best Service is NO Service
Rules Of Customer
Engagement

13. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Oracle Confidential – Internal/Restricted/Highly Restricted13
So What is
your data
saying?
Marketing
Sales
EDW
Commerce
Service
Website
Stores

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Data is the foundation of digital business.
Every touch point, every click,
every digital exhaust is relevant insight.
Data is an asset and
a source of differentiation

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Safe Harbor Statement
The preceding 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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Channel
Management
Kiosk
Mobile
Apps PoS
Digital
Analytics
BI
Data
Mining
Info
DiscoveryEPM Visualization
Recommend
ations
Knowledge
Mgt
Apps
AnalyticsDashboard
Digital
Applications
Marketing
Automation
Sales
Automation Service CPQCommerce Social Mgt
LOB
Application
Builder
Innovation
Environment Micro
Services
SaaS
Extensions
Data
Reservoir
Content
Mgt
Data
Privacy
Enterprise
Data Store Reporting
Customer
Profiling
Information &
Big Data Mgt.
ProcessEvents
Data
Integration Rules
Service
IntegrationMonitoringAPI
Integration &
Service Mgt.
Mobile
Analytics
Event
Mgmt.
Device
Mgmt.
Web
Avatars
Mobile
App DevDevOps
Text
Analysis
HCM &
Talent MgtERP SCMDMP
Data as a
Service
Mobile
Backend
Services
IoT
Gateway
Machine
Learning
Digital
Assistants
Chatbots
3D
Headsets
Broad Capabilities of a Digital Platform

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Integrated CX Foundation
19
Oracle CPQ
Cloud
 Product
Configuration
 Pricing and
Promotions
 Quotes & Orders
 Contract Mgmt
Oracle Marketing
Cloud
 Cross Channel
Marketing
 Personalized
Interactions
 Digital Advertising
Oracle Sales Cloud
 Forecasting
 Collaborative Selling
 Sales Performance
Management
 Partner Relationship
Management
Oracle Commerce
Cloud
 Storefront
 Experience
Management
 Merchandising &
Promotions
Integration Cloud
Process, Data, APIs
Oracle Order & Service Management Oracle Billing & Revenue Management
Dealers IoTCall Center MobileRetail Store Field Services SocialWebDirect Sales Chat
Channels
Oracle Digital Experience Platform for Comms
CustomerExperience
Platform
Oracle Service
Cloud
 Modern Self Service
 Knowledge
Management
 Contact Center
 Co-Browse and Chat
CDM Cloud
Customer 360 View
Social Cloud
Listening & Engagement
Intelligent Offers
NBO/NBA
Content & Exp. Cloud
Collaboration, Customer
Contract, Bills etc.
Innovation
Platform
Analytics Cloud
Strategic analytics &
reporting
Mobile Cloud
Service
Mobile Apps
BSS/
OSS
Identity Cloud Service
Identity Mgmt, SSO and
Access Mgmt
Big Data Cloud
X-domain data
management and
discovery
Optional

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CX Cloud Suite
Benefits of Oracle’s Unified CX Platform
More effective customer engagements with a single view of
customer
Tailor CX Suite to meet the unique needs of your
organization
Connect CX Suite with any applications
Unmatched Oracle end to end security – chipset to data
center
One Cloud for all your customer experience business
needs
Complete: Oracle Cloud
Data Driven: Know your Customer
Personalized: Tailor your Cloud
Connected: Extend your Reach
Secure: Protect your Brand

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What are CSP’s doing?
22

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Vodafone Global Enterprise
improves marketing and
sales performance
CUSTOMER PERSPECTIVE
By integrating our social data with our marketing
data, we have increased the quality of our
database, have better insights and the ability to
do personalization and relationship marketing.
Mile Cozens
Digital Experience Lead, Vodafone Global Enterprise
23
90% growth of social media
followers in 18 months
26% increase
in marketing influence on revenue

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Oi Brazil provides unified
customer service for
73 million customers using
Oracle CX Cloud
CUSTOMER PERSPECTIVE
Phase 1 was delivered in just 4 months in an
agile fashion.
Unifiedcustomer service across all regions,
customer segments and products.
Productivity gains
of 30%
Shifted to delivery
of proactive
customer service
via IoT updates
25

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#ModernCX
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