richard thomas, outbox @ tmt.customerexperience'13

Can CRM drive the Cross-Channel

Customer Experience?

TMT.CustomerExperience’13, Warsaw 13-06-2013

Introducing Outbox

Outbox is a leading consultancy delivering innovative IT solutions to boost Customer Experience through personalisation, social relationships empowerment and world class CRM.

© Outbox | 16 kwietnia 2013

Outbox combines world-class technical skills with a high-integrity work ethic to capture the real value of the latest applications.

What do we mean by Customer Experience?


Customer Experience is the sum

of all experiences a customer has

with a supplier of goods and

services over the duration of a

transaction, or during their

relationship with that supplier,

from awareness, discovery,

attraction, interaction, purchase,

use, cultivation, and advocacy

Business Opportunity of Customer Experience


Over 5 years the Customer Experience leader

portfolio generated:

27% better returns than the S&P 500 Index

128% better returns than Customer Experience

Laggard portfolio

better annual returns than the S&P 500 Index,

in 4 out of 5 years

Cross-Channel Customer Experience


Leveraging CRM to drive Cross-Channel CX


Customer

Relationship

Management

Customer

Profile

&

Account

Management

SFA

&

Order

Management

Inquiry

&

Problem

Management

Contact

&

Multi-Channel

Management

Offer &

Marketing

Campaign

Management

Loyalty

&

Retention

Lead

&

Territory

Management

Reporting

&

Business

Intelligence

Loyalty & Retention


Customer

Relationship

Management

Customer

Profile

&

Account

Management

SFA

&

Order

Management

Inquiry

&

Problem

Management

Contact

&

Multi-Channel

Management

Offer &

Marketing

Campaign

Management

Loyalty

&

Retention

Lead

&

Territory

Management

Reporting

&

Business

Intelligence

Trends in Customer Experience and Loyalty


Customer Experience leaders have:

19.5% more customers likely to

recommend them

19.2% more customers reluctant to

buy elsewhere

18.4% more customers willing to do

repeat business

Innovations in Loyalty & Retention


Gamification

Innovations in Loyalty & Retention


Mobile loyalty

Replacement for physical loyalty

card

Real-time rewards and offers based

on geolocation services or in-store

touchpoints

Can be extended to include mobile

wallet (e.g. QR codes payments)

Customer Profile Management


Customer

Relationship

Management

Customer

Profile

&

Account

Management

SFA

&

Order

Management

Inquiry

&

Problem

Management

Contact

&

Multi-Channel

Management

Offer &

Marketing

Campaign

Management

Loyalty

&

Retention

Lead

&

Territory

Management

Reporting

&

Business

Intelligence



360o

Have you really done this….?



Meet the Expectations of Different Customers

Millennial Generation

Generation X

Generation Y

Baby Boomers



Understand what each of your customer segments wants from

your business

Agree on desired customer behaviours and what the Customer

Experience will be from the customer’s perspective

Design the Customer Experience for each segment

Implement the business rules support those Customer

Experiences across all channels; e.g.

online navigation

call centre routing

Inquiry & Problem Management


Customer

Relationship

Management

Customer

Profile

&

Account

Management

SFA

&

Order

Management

Inquiry

&

Problem

Management

Contact

&

Multi-Channel

Management

Offer &

Marketing

Campaign

Management

Loyalty

&

Retention

Lead

&

Territory

Management

Reporting

&

Business

Intelligence



Social Monitoring Use artificial intelligence to detect angry or

unhappy customers and take direct action

Monitor pervasive mood across the internet


Peer to Peer Support Empower customers to share their

experience, ideas and advice

Leverage user-generated content

to service other customer

Gamify support with status and

achievements

Link it loyalty by rewarding

customer participation and

expertise




Customer

Relationship

Management

Customer

Profile

&

Account

Management

SFA

&

Order

Management

Inquiry

&

Problem

Management

Contact

&

Multi-Channel

Management

Offer &

Marketing

Campaign

Management

Loyalty

&

Retention

Lead

&

Territory

Management

Reporting

&

Business

Intelligence

Contact & Multi-Channel Management


Customer

Relationship

Management

Customer

Profile

&

Account

Management

SFA

&

Order

Management

Inquiry

&

Problem

Management

Contact

&

Multi-Channel

Management

Offer &

Marketing

Campaign

Management

Loyalty

&

Retention

Lead

&

Territory

Management

Reporting

&

Business

Intelligence

Please download our white paper which discusses:

Mobile channels

Touchable technology

Design optimisation

Offer & Order Management


Customer

Relationship

Management

Customer

Profile

&

Account

Management

SFA

&

Order

Management

Inquiry

&

Problem

Management

Contact

&

Multi-Channel

Management

Offer &

Marketing

Campaign

Management

Loyalty

&

Retention

Lead

&

Territory

Management

Reporting

&

Business

Intelligence

Please watch our YouTube video demonstrating

Cross-Channel Order Capture for Oracle Fusion CRM



Customer

Relationship

Management

Customer

Profile

&

Account

Management

SFA

&

Order

Management

Inquiry

&

Problem

Management

Contact

&

Multi-Channel

Management

Offer &

Marketing

Campaign

Management

Loyalty

&

Retention

Lead

&

Territory

Management

Reporting

&

Business

Intelligence

For more information on everything presented today

please download our CX white paper:

Outbox Resources


Business response to Customer Experience


Appoint a Customer Experience owner (CCXO)

Define your key Customer Experience metrics

Identify and capitalize on unmet expectations

Identify silos within your company and start developing

infrastructure that allows knowledge sharing and smart

communication across organizational boundaries

Leverage your existing CRM investment and identify

further transformation opportunities

Outbox profile


Polish company established in 2005

Integrator in CRM, ESB & BPM

#1 CRM systems integrator in Poland and CEE

Implemented CRM solutions in CEE, EMEA and US

Telco, banking, insurance and general business

Over 350 consultants

Offices in Poland, UK, France

Partner with leading CRM technology providers

Thank you !


Richard Thomas Oracle CRM Applications Director [email protected]

richard thomas, outbox @ tmt.customerexperience'13

Economy & Finance