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Discover how Loyalty Methods helped Holland America Line achieve success with Siebel Loyalty

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2. Driving Customer Loyalty at Holland America With Siebel LoyaltyManagementOlivia Dalesandro, Holland America LineEmil Sarkassian, Loyalty MethodsSundar Swaminathan, Oracle 3. The following is intended to outline our generalproduct direction. It is intended for informationpurposes only, and may not be incorporated into anycontract. It is not a commitment to deliver anymaterial, code, or functionality, and should not berelied upon in making purchasing decisions.The development, release, and timing of anyfeatures or functionality described for Oraclesproducts remains at the sole discretion of Oracle.3 4. Program Agenda Example Loyalty Management Industry Trends Oracle Hospitality Solutions Overview Loyalty Management at Holland America 4 5. Overall Market Trends in Loyalty Management1. Even during the recession, consumers valued Loyalty programs more than ever2. Loyalty programs are increasingly focused on best customers as programs get big and expensive to manage; marketing budgets tighten With 1.8b memberships in the US alone, organizations are now focusing on identifyingtheir champion customers, building relationships with them, and giving them incentivesand opportunities to provide positive feedback about their brand3. Rewards are becoming key differentiators going beyond traditional Points Luxury retail and hospitality leading trend in Experiential rewards Loyalty programs emerging as a form of Lifestyle marketing an activity centeredaround the interest, attitudes, opinions and the way of life of the best customers4. Coalition and Multi-Partner loyalty programs gaining popularity amongst both consumers and providers Providers can rapidly acquire customers, share marketing costs generate strongancillary revenue, and expand internationally by virtue of multi-territory partners Consumers get broader range of products and services to earn and burn5. Mobile technology for Loyalty management gaining interest and momentum Providers exploring mobile phone as a channel to broadcast advertisements and SMScoupons including 2D/3D barcode images that can be scanned at the PoS NFC technologies now allow easy recognition (replacement for plastic cards),contactless payment, opt-in promotions and even C-to-C viral marketing 5 6. Loyalty Trends in Key Industries and Challenges IndustryKey Trend Challenges Airlines continue to invest in Loyalty initiatives and Costly, inflexible, standalone, legacy systems Airlinebenefit from loyal customers as the global constraining innovation, speed-to-market andeconomy recovers from the economic downturn :delivery of value-based service *90% of airlines in a survey indicated that they Spin off initiatives driving need for completeare making special efforts towards loyal integrated platform to support running ofcustomersindependent business (not just program), including 80% of the respondents feel that pastFinancial and back-office managementinvestments in loyalty programs are paying off Retail Loyalty programs gaining momentum in Shift from product to customer centricityRetailrecession Cross-channel ubiquity and need to deliver Retail loyalty programs now account for 701 Mconsistent customer experience memberships or 39% of overall loyalty program memberships in the US Inflexible 1st generation system driving replacement market - 54% of the retailers plan to invest in next- generation CRM/Loyalty platform#Telco Adoption of loyalty programs as a key driver for The need to reduce cost of acquisition and buildcustomer retention is on the rise in Telco effective switching costs to control churn led by number portability and commoditization Fin.Serv Financial services are looking at extending their The need for cross-enterprise unified customerloyalty programs proposition beyond credit cards view to maximize customer value and leverage loyalty program to deliver relationship valueHospitality Hotels and cruise lines are making their loyalty The need to develop a 360 degree view of theprograms more attractive to battle recession customer so hotels can differentiate the customer62% of travelers in a recent survey indicated that experience and leverage the loyalty program tothey are even more loyal to brands, largelystrengthen brand equityinfluenced by their effective loyalty programs *FFP 2009 Survey6 #Stores Systems Study, 2008 7. Oracle Siebel Loyalty Management Comprehensive Cross-Industry Solution Driving Next-Generation Loyalty Business Enterprise Comprehensive Solution Integrated withWorld-Leading Siebel CRM Suite Manages complete loyalty marketing lifecycle Delivers on unified cross-enterprise customer view Highly Flexible, Configurable and Business-friendly solution Drives innovation quickly, easily and cost-effectively torespond swiftly to marketplace developments Architected for Scalability & Performance Supports large and complex loyalty programs Drives real-time rewards and recognition acrossmultiple channels End-to-End Automation of Cross-IndustryProcesses Enables accelerated deployment Drives lower TCO Multi-Channel Solution Allows members and partners to participate in theprogram and drives enhanced operational efficiencies Provides tools & services to integrate Loyalty with 3rdparty interfaces 7 8. Oracle Siebel Group Sales and Event ManagementLead Capture to Service DeliveryLead Capture/ 1Property SelectionService Delivery Check Availability6Customer insight 2& Pricing Cross-sell properties Customer & invoicing Strategic account selling Centralized inventory Trial checks Account teams Function space, guest Actuals rooms and assets Account billing information Enterprise visibility Taxes and service charges EventRevenue Mgmt5 Management3 EvaluationInventory Menus and packages4 Management Profit maximization Banquet event orders Thresholds Event templates Function space diary Revenue estimates Function detailing Total hotel availability Demand capture Event turnover Options and overbooking Average values Function space optimization Asset booking 8 9. Oracles Solution Footprint for the Hospitality Industry Management CRMCustomer MarketingCustomer Service SalesPartner ManagementCall Center Self Service BusinessAnalytics Back Office OperationsRevenue/YieldPoint of Sale Financials & HR Management CRM FinancialsCore Asset Time and LaborSales & CateringCentral ReservationsHuman Supply ChainManagementManagementEvents Mgmt Resources Document Enterprise PropertyBusiness Intelligence Loyalty ManagementManagementPlanningSystemCorporateCorporate Administration AdminFacilities / Property Human Helpdesk:AssetManagement CPMFinancialsProcurement ProjectsResources HR / ITManagementInfrastructureData ManagementDevelopment Tools & MiddlewareHardware Java Platform, Application Servers, DatabaseMaster DataFinancials BusinessApplication Integration, Identity Servers, Storage Systems, IPTV RAC Management Intelligence Management, Content ManagementOracle ISV Partners 9 10. Loyalty Trends in Key Industries and Challenges IndustryKey Trend Challenges Airlines continue to invest in Loyalty initiatives and Costly, inflexible, standalone, legacy systems Airlinebenefit from loyal customers as the global constraining innovation, speed-to-market andeconomy recovers from the economic downturn :delivery of value-based service *90% of airlines in a survey indicated that they Spin off initiatives driving need for completeare making special efforts towards loyal integrated platform to support running ofcustomersindependent business (not just program), including 80% of the respondents feel that pastFinancial and back-office managementinvestments in loyalty programs are paying off Retail Loyalty programs gaining momentum in Shift from product to customer centricityRetailrecession Cross-channel ubiquity and need to deliver Retail loyalty programs now account for 701 Mconsistent customer experience memberships or 39% of overall loyalty program memberships in the US Inflexible 1st generation system driving replacement market - 54% of the retailers plan to invest in next- generation CRM/Loyalty platform#Telco Adoption of loyalty programs as a key driver for The need to reduce cost of acquisition and buildcustomer retention is on the rise in Telco effective switching costs to control churn led by number portability and commoditization Fin.Serv Financial services are looking at extending their The need for cross-enterprise unified customerloyalty programs proposition beyond credit cards view to maximize customer value and leverage loyalty program to deliver relationship valueHospitality Hotels and cruise lines are making their loyalty The need to develop a 360 degree view of theprograms more attractive to battle recession customer so hotels can differentiate the customer62% of travelers in a recent survey indicated that experience and leverage the loyalty program tothey are even more loyal to brands, largelystrengthen brand equityinfluenced by their effective loyalty programs *FFP 2009 Survey 10 #Stores Systems Study, 2008 11. Driving Customer Loyaltyat Holland America Line Olivia Dalesandro, Holland America Line Emil Sarkissian, Loyalty Methods 12. Contents Introduction Why Loyalty? Challenges Before Siebel Why Siebel? Lessons Learned Technology Best Practices What Matters Typical Challenges Q&A12Copyright 2010 by Loyalty Methods, Inc. All rights reserved. 13. IntroductionHolland America Line Premier Luxury Cruise Line 15 Ships, 800-2100 Passengers Capacity Sailing to 7 Continents Subsidiary of Carnival CorporationLoyalty Methods Implements Siebel Loyalty, Marketing and Analytics First to Implement Large-scale US-based Airline (Alaska Airlines) Extensive Loyalty experience in Airline, Hospitality and Retail Industries Loyalty, Marketing, Analytics Implementer at Holland America Line13Copyright 2010 by Loyalty Methods, Inc. All rights reserved. 14. Why Loyalty?Understand Customer PreferencesIncrease Yield Perfor

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