Presentación Luis Castro - eCommerce Day Panama 2017
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Diapositivas presentadas por Luis Castro, Customer Experience Regional Director Oracle, en el eCommerce Day Panama 2017.
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Presentación Luis Castro - eCommerce Day Panama 2017
- 1. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Experiencia Digital INTEGRAL
- 2. …los millennials van a ser el 50% de la fuerza laboral para el 2020
- 3. …los millennials van a ser el 50% de la fuerza laboral para el 2020
- 4. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 4 "Es la práctica de diseñar y responder a las interacciones con el cliente para cumplir o exceder las expectativas del cliente y, en consecuencia, aumentar su satisfacción, lealtad y apoyo“ Gartner ¿Qué es Experiencia del Cliente?
- 6. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Confidential – Oracle Internal/Restricted/Highly Restricted6 Recomendaciones Nuevos Canales Capacidad transaccional Lenguaje Natural Nuevas Campañas SIN App Ventas de Productos Fluidez Accesibilidad Respuesta Inmediata AI & Machine learning ¿Qué expectativas? Omnicanalidad
- 7. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
- 8. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
- 9. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | DRIVE SALES & PERFORMANCE + INGRESO IMPACT BUSINESS VALUE OPTIMIZE SERVICE EXPERIENCES LEALTAD 9 BENEFICIOS DE NEGOCIO ESPERADOS NO SE TRATA DE IMPLEMENTAR UN SOFTWARE O UN COMERCIO DIGITAL
- 12. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. 12 DESCUBRIR WEB PRINT DIGITAL ADS WORD OF MOUTH SOCIAL TV NECESIDAD INVESTIGAR RETAIL STORE WEB SHOP REVIEWS SEARCH KW/ADS RECIBIR OFERTA EMAIL CONTACT CENTER WEB SHOP TRACKING COMPRA RECIBIR PAQUETE ARTICULO PERDIDO WEB SHOP CONTACT CENTER SUPPORT PORTAL VISITA POSTEA JOIN GROUPS LEALTAD RECLAMA TERMINAR SERVICIO PAGO SOCIAL RETAIL STORE SOCIAL EJECUTAR PAGO CONTACT CENTER SUPPORT PORTAL CAMBIAR INFO CONTACT CENTER RECIBE OFERTA RESTART SERVICE CONTACT CENTER RETAIL STORE WORD OF MOUTH SOCIAL EMAIL REFERIR AMIGOS BRANDED COMMUNITY LOS CLIENTES DISEÑAN SU PROPIO VIAJE Copyright © 2017, Oracle and/or its affiliates. All rights reserved. 3
- 13. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. 133 Sources: Responsys consumer survey, 2013 Adobe Digital Index, 2012 Para entregar experiencias personalizadas 72% de los consumidores son más propensos a comprar de una marca, si reciben una experiencia consistente a través de todos los canales. Construir Relaciones Duraderas Crear estrategias y respuestas de servicio ante carritos abandonados generan reaperturas de hasta un 46% y recapturas de compra de hasta un 29%, lo que genera resultados de venta extraordinarios. Comercio, Mercadeo y Servicio deben estar juntos
- 14. Copyright © 2017, Oracle and/or its affiliates. All rights reserved.Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Informante Lectores Facebook Propietarios Arrendantes AirBnB Anunciantes Consumidores Google AdWords Dueños Compradores ebay Músicos Audiencia Spotify COMERCIO INTEGRAL DOBLE PROPOSITO
- 15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | “No se trata de online versus offline, es acerca de como el online influencia el offline” John Batistich CDO - Westfield
- 16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
- 17. Copyright © 2017, Oracle and/or its affiliates. All rights reserved.Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Servicio Digital
- 18. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Iniciativas claves para el Servicio Moderno Servicio desde Cualquier lugar Atienda al cliente desde el punto de su necesidad, bien sea en línea, móvil, redes sociales, call center o en la calle Conocimiento en todo lugar Alimente y atienda cada interacción con el cliente con Conocimiento Servicio inteligente Entregue un servicio experiencia complaciente y agradable conciente de las necesidades únicas del cliente
- 19. Copyright © 2017, Oracle and/or its affiliates. All rights reserved.Copyright © 2017, Oracle and/or its affiliates. All rights reserved. 19Copyright © 2017, Oracle and/or its affiliates. All rights reserved.
- 20. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | MARKETING DIGITAL Anónimo Conocido Prospectar & Adquirir Retener & CrecerConvertir (Portales) Gestión de Contenido Proveer contenido relevante a las campañas. Enviar data de audiencias de interés de regreso al DMP para pauta programática o crear audiencias similares PORTALES/APPS Proveer una experiencia digital, producto o servicio relevante Y personalizado para el cliente TESTING & PERSONALIZACION 20 Oracle Data Cloud Conectar data y transformarla en perfiles de audiencias de interés Administración de Datos (DMP) Search Display ORACLE AUTOMATIZACION MARKETING MULTICANAL Orquestar experiencias personalizadas a través de múltiples canales Social App & SMS Email Venta Cruzada y Escalonada
- 21. Copyright © 2017, Oracle and/or its affiliates. All rights reserved.Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Coordinated Open-Time Content Optimized Marketing Orchestrations Marketing and Digital Commerce Best Sales Actions Smart Call Points Sales Automated Answers Service Next Best Offers and Recommendations Intuitive Search Experiences Connected Audiences Inteligencia Artificial
- 22. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. 22 Los datos del cliente, son el alma de la empresa contemporánea” Forrester - The Future of CDM: Live or Die by your CDM strategy “ Copyright © 2015 Oracle and/or its affiliates. All rights reserved.
- 23. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
- 24. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | RETAIL CLOUD CX CLOUD Broad retail portfolio to connect touchpoints across digital and physical. Scalable platform for delivering digital commerce experiences. Omnichannel and mobile ready. CRM capabilities for account management. Email, marketing orchestration, SMS. social Live chat, video chat, content, call center Configure custom products MARKETING CLOUD SERVICE CLOUD SALES CLOUD CPQ CLOUD Leverage customer information throughout purchase transaction Access real-time inventory, explore alternative fulfillment Build loyalty through superior experiences ORDER BROKER CUSTOMER ENGAGMENT POINT OF SERVICE ORDER MANAGEMENT Robust point of Service functionality ORCALE COMMERCE CLOUD ORACLE COMMERCE
- 25. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. CONECTAR LA INFORMACION HUMANIZAR LA DATA RESPODER RAPIDO Y CON SENTIDO Copyright © 2017, Oracle and/or its affiliates. All rights reserved. 25
- 26. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Experiencia Digital INTEGRAL MY Channel LoyaltyIoT Mobile Social Connectivity Personalization Service Digital Transformation Segmentation Micromoments DATA
- 27. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. 27 luis.gerardo.castro@oracle.com +506 7105 4029
Notas do Editor
- Oracle’s Engagement Cloud was built to help drive sales and performance, optimize service experiences, and to increase business value with efficient operations and exceptional customer experience.
- How do you convert a dead area of one of the most famous cities in the world? Live Entertainmnet Space is about programming….malls are missing the point. Malls are no different than the Staples center..the players are the stores but the ‘Arena” is still responsible for keeping people entertained and driven into the stores. Having the “lakers’ is only one step to keeping people driven and focussed.
- This means that, today, companies have to be prepared for immediate decisions being made across an array of channels at individual moments of inspiration. And every single customer-defined path is unique; no two look the same. Let’s look at an example – A buyer may be looking to purchase a cell phone and there are several channels and sources available to her do her research. While she is doing her own research through web and social she may also be getting exposed to targeted online ads and offers through email. Each interaction between her and your business is a critical piece of the overall customer journey. When the buyer decides to make the purchase after looking at the product in a retail shop other interaction points with your business opens up for her. This may be in terms of tracking order for example or after receiving the product it may be an issue with the product itself that then lends into other moments of experience for the customer. This is just one customer interacting with your business with one product. Imagine the number of possibilities when you factor in hundreds of thousands of customers and thousands of products. Customers design their own journey, each and every time. But the fact is, you still own their experience. You need to make that experience feel seamless and personalized…even when you can’t define which step they choose to take next.
- This means that, today, companies have to be prepared for immediate decisions being made across an array of channels at individual moments of inspiration. And every single customer-defined path is unique; no two look the same. Let’s look at an example – A buyer may be looking to purchase a cell phone and there are several channels and sources available to her do her research. While she is doing her own research through web and social she may also be getting exposed to targeted online ads and offers through email. Each interaction between her and your business is a critical piece of the overall customer journey. When the buyer decides to make the purchase after looking at the product in a retail shop other interaction points with your business opens up for her. This may be in terms of tracking order for example or after receiving the product it may be an issue with the product itself that then lends into other moments of experience for the customer. This is just one customer interacting with your business with one product. Imagine the number of possibilities when you factor in hundreds of thousands of customers and thousands of products. Customers design their own journey, each and every time. But the fact is, you still own their experience. You need to make that experience feel seamless and personalized…even when you can’t define which step they choose to take next.
- Meanwhile, buyers may be communicating with your business with customer service teams, social channels, marketing channels to understand your products/services more to get their questions answered. It’s not necessarily the answer that is important, but it is HOW we get these answered. Who hasn’t had a frustrating or even an infuriating customer service experience? Angry customers create bad word of mouth and with social media, bad news travels around everywhere, instantly. Brand damage hurts sales, profits and even stock prices. Customers want to feel their time is valued, not wasted and despise bouncing around different departments. Source: http://www.huffingtonpost.com/vala-afshar/50-important-customer-exp_b_8295772.html
- As I mentioned before, Oracle Content Marketing allows you to fully manage your entire Content Marketing process in one Integrated Platform enabling you to: Execute on content strategy by planning and making sure content follows that digital plan Produce larger volumes of content in a more efficient manager Publish content straight from the platform Promote content through integrated social tools and Marketing Automation Platforms Prove results with a interactive analytics dashboard. I have structured today’s demo around the concept of the 5P’s of Content Marketing helping me to go through each key-element of our Content Marketing Platform.
- So to visualize how the Oracle Marketing Cloud works, let’s think about customer behavior as happening across a spectrum On the far left side here, you have anonymous behavior – this is where customers engage with your product, brand or service on paid media and advertising On the far right, we have known behavior – this is where customers are engaging with you after a purchase, or when they’ve shared their contact information with you, such as an email address When we think about acquiring customers for the first time, it starts in this anonymous context. Oracle’s Data Management Platform helps us connect data to get a holistic picture of the best audience you should reach This includes first party data that sits in your known systems, such as CRM, email or web analytics Second party data you share with another partner And finally, third party data from Oracle’s Audience Data Marketplace, powered by Oracle Data Cloud. This is the largest marketplace for third-party data and is comprised 1 billion anonymous audience profiles. As you can see by the channels on the left, we can activate that data on paid media, and start drawing people to the website As we try to drive that conversion, we can leverage Oracle Maxymiser to optimize the experience with the right content and ensure customers engage with the right products With Oracle WebCenter Sites and Oracle Commerce, we can manage the content and the shopping cart experience, and drive that first conversion. Once we drive that conversion, this is where our Cross-Channel Orchestration solution, Oracle Responsys, fits in. This becomes our digital marketing hub, where we want to retain and grow this customer. Here, we can orchestrate a consistent experience that adapts rapidly to customer behavior With Content Marketing and Social Marketing, we can enrich the customer experience and drive higher cross-sell and upsell opportunities. Finally, with all of the data we’ve garnered to convert the right customer, we can make that data anonymous and send it back into the DMP as a look-alike model. By activating that data, we can go acquire more customers that look just like our ideal ones, and start the whole lifecycle over again
- ¿Que entedimos? Adicional. Al nivel retail, vista 720 grados. Dentro de la empresa y afuera de la empresa
- Manage integrations – develop faster – etc. Meet any business requirement in the Oracle Cloud with Java Cloud Service and Mobile Cloud Service while maintaining core Commerce Cloud upgradability.
- What makes this all work? What makes this work is a CX environment that: - Connects IT systems that are both on premise and in the cloud. - Humanizes all the data their customers are providing using some of the most recent advances in AI and machine learning. Responds quickly and seamlessly to infinite buyer journeys in a connected fashion. Oh, and did I mention that it should do all of this while not disrupting the current business ?