Speed to Advocacy: The New Measure of Customer Experience Excellence

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Speed to Advocacy: The New Measure of
Customer Experience Excellence
Bill Hobbib, VP Customer Experience
bill.hobbib@oracle.com
Linkedin: linkedin.com/in/billhobbib
Louis Ross, VP, Coach Relations, Beachbody
Oracle Confidential – Internal/Restricted/Highly Restricted

70% of Fortune 500 firms in
1990 are gone today, and 50%
are gone since 2000
Very few retailers survive
beyond a decade
Iconic brands disappear

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
The buyer is in control.
(But you‘re often still marketing,selling
and servicingas if this wasn’t true.)

Today, Everyone Wants to be Customer-Centric.
A Few Companies Actually Get It.
“Companies were in control up until 2000.
But now the customer is in the driver’s seat.
If you embrace that, you will thrive.
If not, then by 2020, you will not survive.”
Oracle Confidential – Internal/Restricted/Highly Restricted 5
— Jamie Nordstrom

Customer Advocates…
Virtual referral and sales force
Share your brand’s content and offers
Increase positive ratings on online review sites
Defend you and your brand against critics
Help other customers
…most do it for free!

The Ultimate Reward: Advocate Customers
They Spend More…
Spend 2Xas much as regular customers
And Stay Longer…
5X greater lifetime value than average
customers
Growth
(indexed)
Years
5 10 15 20 25
100
200
300
400
500
Loyalty Leader
Average
Net Promoter Relationship to Growth
Source: Bain & Company: How is Net Promoter Score℠ related to growth?
They Help You Grow Faster…

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More sales driven by
brand advocates and
18% more traffic than
regular customers
Of customers trust
recommendations from
people they know
Consider buying product
or service recommended
by a brand advocate
Of consumers have followed
through with a friend’s brand
recommendation via social
38%
92%
61%
33%

Revenue Upside Potential From Doing This Well
$1.6 billion
wireless service provider
$1.4 billion
airline
$ 825 million
credit card provider
Source: Forrester, “The Business Impact Of Customer Experience” (March 2014)
11% higher hotel rate for 1-point swing in travel
review rating
46% more revenue/room for 4+ hotel vs 3 rating
$14,099 average lifetime value of loyal
premium coffee chain customer
$10,000+: lifetime NPV of loyal
affluent retail banking customer
Sources: Cornell University School of Hotel Administration, “The Impact of Social
Media on Lodging Performance,” Kissmetrics, “Calculating Lifetime Value”, Bain
“Customer Loyalty in Retail Banking

But Most Companies Never Get there
77% of customers cite no relationship with a brand
1
— Harvard Business Review

Why Many Companies Still Fall Short...
The Customer Experience is Broken.
of customers have discontinued
communication with a company because
of irrelevant promotions and messages.
— Blue Research
94%
It’s Transactional
of customers don’t receive a
consistent experience across
channels.
— Accenture
78%
It’s Fragmented
82%
Departments Struggle to Bring
Together Customer Data
of enterprise marketers have
no synchronized view of
customer data.
– Forrester

Time to Take a Different Approach

Getting millions of consumers to engage with their brand
Support 400 Social channels globally, with 500 people touching social daily around the globe to improve customer care,
build GM’s brand, support corporate reputation. “Customers don’t care about our org chart—they just care about
getting answers as quickly as possible. We can’t win doing this in individual silos—we need to look like one team, one
GM…Being in social is not an option…ROI tough to measure in dynamic business…corollary to ROI is Cost of Ignoring.”

Interactive gaming company
Delivering service where their customers are—within the game
Customers access service directly from game. Company walks fine line between responding directly to
game character, or determining issue is severe enough to respond to “Customer”. Service during
product launch ramps from zero to millions of transactions.

Data storage systems company
Storage appliances self-diagnose issues. When problem diagnosed, device captures all appropriate
diagnostics, searches knowledge, automatically creates a case, routes to engineer. Engineer has all of
the solutions – can just request permission from customer to apply
Proactive service for data center storage appliances

Customer Advocacy Blueprint

10 Steps Toward Customer Advocacy
Gain most complete view
of customer & employee
data, connect silos
18
Excel at individual
interactions
INSIDE OUTOUTSIDE IN
Provide connected,
persona-driven buying
journeys
Engage customers via
multiple channels
Make it easy to do
business with your
company
Proactively listen to
voice of customer and
include in innovation
Rethink customer service
metrics
Involve and engage
employees in all steps of
the process
Assess cross-org
performance around
engaging customers
Institute cultural change
around customer
obsession

Technology Solution Considerations

Your customer’s journey could be like this…
20
2. Tailor my engagement
based on all interactions
3. Personalize best offer for
my budget and needs
4. Keep the transaction
process simple
7. Anytime/anywhere
customer care
8. Listen and share my experiences
1. Provide me with relevant and
timely content and offers
5. Flawless and
on time delivery
6. Personalize timely and
relevant recommendations
Attract &
Nurture
Engage &
Close
Support &
Listen

CUSTOMER BRAND
Complete: Connecting Every Interaction With Your Brand
Marketing
Sales
Social
Service
Commerce
Config, Price, Quoting
Commerce
Social
Marketing
Service
Social

Connected/Integrated and Standardized
 Higher marketing, sales and service effectiveness
 Greater customer retention/loyalty
 Reduced time to market and results
 Universal customer master
 Standardized APIs
 Social collaboration
For the customers’ cross-channel journey
ServiceSales
SocialMarketing
CommerceCPQ
Examples:
Social Customer Service
Shopping Cart Abandonment via Marketing/Commerce
Customer Acquisition via Look-alike Audiences: Social/Marketing
Integrated Sales & Service
End to End Lead to Quote to Order

Extensible
Extend solution, and integrate to the enterprise
Ability to extend CX applications and build your own
 Extend with tech/solution vendor or other PaaS providers
 Leverage API Libraries for custom applications
Ease of leveraging investments made in the enterprise
 Integrate on-premise with cloud applications to efficiently
automate key business processes

3C’s of Customer Advocates
Connectors
Content Creators
Communicators

Keys, Tips for Building Customer Advocates
Deliver a great customer experience
Survey customer base to identify advocates
Have a strategy for social customer advocacy—and execute it
Listen to feedback from advocates
Thank everyone for their feedback
Reward advocates and followers

Excel at individual interactions
Deliver connected, personalized journeys across all channels
Connect cross-org processes & customer data, eliminate silos
Implement cultural change around customer obsession, advocacy
OUTSIDE
IN
INSIDE
OUT

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted 28
Source: Corporate Visions
Your
Customers
Value
Parity
Your Value Wedge
and Competitive
Advantage

Putting This Into Action
How are you innovating and building your unique competitive advantage with
customer experience?
Understand what journeys drive revenue, loyalty and advocacy—and nail them!

Oracle OpenWorld 2015 – Registration Now Open
• October 25-29, 2015, San Francisco, CA
• Largest convergence of business and IT
– Combining education, engagement, collaboration and
experience on today’s hottest topics
• 99.5% of attendees said Oracle OpenWorld delivers
on their objectives

Knowledge. Service. Success.
September 10, 2015
Louis Ross
VP, Coach
Relations

$1B

Service
•24/7: 40,000+ contacts per day
•1,400+ service agents in 5 call centers in 4 countries
•22 product lines
•40,000 orders ship per day

Solutions
•Organic Knowledge Base build
•Leveraged native ServiceCloud functionality
•Internal change management

-
5,000
10,000
15,000
20,000
25,000
30,000
Answer Views Per Day .
29,044

ROI
•From 105 articles to 3,000+
•From 900 answer views per day to 29,000 [32x]
•10,000/day x $3.50/contact = $12M+ per year saved

Discussion/Questions
Email: bill.hobbib@oracle.com
Linkedin: linkedin.com/in/billhobbib
Twitter: bhobbib

Speed to Advocacy: The New Measure of Customer Experience Excellence

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