ORACLE-Customer-Concepts EN 2011-02

Issue 2011.02
Ensuring an optimised
customer experience
Customer Experience
Management
Why and how to ensure a consistently
excellent customer experience across
every channel
Sales Productivity
The best value tools to enable your
sales teams to work smarter and be
more productive
Master Data Management
How taking control of customer data
drives improved service, increased loyalty
and higher sales

“A multi-channel
approach to the
customer experience
is no longer enough
to ensure success.”
In This Issue
THE SECRETS OF
GREAT CUSTOMER
EXPERIENCE
MANAGEMENT
Welcome
Forget multi-channel –
go cross-channel!
In today’s hyper-connected world, most companies are trying to maximise revenues
by selling to and interacting with customers across multiple physical and digital channels.
However, this multi-channel approach to the customer experience is no longer
enough to ensure success.
The proliferation of Internet-based platforms for commerce, information sharing and
opinion forming means that customer behaviour is now guided by a wider range
of influencers than ever before – most of whom are independent. In addition, customers
are accessing these platforms via an ever-expanding range of devices, from
smartphones to tablet computers.
Given this fragmentation of influence and access methods, the potential for the customer
experience to also fragment is considerable. The result is customer frustration,
lower satisfaction and lost sales. That is why it is time for a new, cross-channel approach
to customer experience management (CEM).
This edition of Customer Concepts focuses on:
CONNECTING THE CUSTOMER EXPERIENCE – why and how to pursue sales, marketing
and service consistency across channels
SALES IN MOTION – the best value approach to enabling smarter, more productive
selling from anywhere
A HOLISTIC CUSTOMER VIEW – empowering deeper, broader customer relationships,
improving customer service, and supporting sales through data centralisation
For an even more detailed analysis on how to deliver a superior cross-channel commerce
experience, you can also download a special white paper that recently appeared
in DestinationCRM magazine: oracle.com/goto/cross­channel_commerce
I hope you find this edition of Customer Concepts valuable. As always, ideas, suggestions
or requests regarding any aspect of the magazine are always welcome!
Best regards,
Steve Fearon
Vice President, Applications Sales Development,
Alliances & CRM On Demand, EMEA
Oracle United Kingdom
Next Issue
GAIN INSIGHTS INTO
SHAPING YOUR
SERVICE EXCELLENCE
Contact Us
FOR FURTHER
INFORMATION
0870 876 8301
applications_gb@oracle.com
Customers commonly use multiple channels and devices
within the context of a single purchase. However,
the way most companies manage the customer experience
has not changed. Discover new approaches to CEM
and the technologies empowering them.
SIX KEY CEM TRENDS
1) The move away from a siloed approach to CEM, towards
an integrated approach that leverages cloud-based software
tools to increase revenues and reduce costs
2) A shift in thinking which acknowledges that customers
use multiple channels per buying decision, and seeks to
ensure a smooth experience as they switch between them
3) A focus on improving sales effectiveness through the
integration of mobile access to sales tools
4) The increasing use of social networking tools within
customer groups and sales organisations
5) Efforts to create a more balanced distribution of sales
opportunities across sales territories.
6) The evolution of powerful but easy-to-use CEM applications
based on open standards
Watch the webcast:
oracle.com/goto/crm_online_forum
MAXIMISING SOCIAL COMMERCE
Combining customer data and social media presents an
enormous but largely untapped opportunity for merchants.
Only few early adopters have succeeded in going beyond a
passive “monitoring the conversations” exercise, or placing
a storefront on Facebook by pairing customer data from social
media channels with their existing CRM, Web analytics,
merchandising and e-commerce systems. Nevertheless, industry
observers believe this shift, often referred to as “social
CRM” or “sCRM,” represents the next great wave in
online commerce.
Download the white paper:
oracle.com/goto/maximize_social_commerce
ENABLING CUSTOMER EXPERIENCE
MANAGEMENT
Independent analyst Forrester believes we are transitioning
into a new era of agile commerce in which the right
Customer Experience Management
Delivering a cross-channel experience
2. 3.
approach to CEM can increase sales, improve customer
retention, lower costs and enhance differentiation. Oracle
is developing the CEM solutions you need in this new business
environment.
Watch the webcast:
oracle.com/goto/forrester_cem
INTEGRATING MARKETING & LOYALTY
Organisations’ CEM processes need to catch up with the
way customers make purchases today. That means ensuring
customer interactions are consistent and valuable, irrespective
of the channel used. To achieve this, thorough customer
profiling for increased marketing effectiveness, a personalised
user experience, and rewarding loyalty are all essential.
Watch the webcast:
oracle.com/goto/crm_online_forum
NEW CUSTOMER SERVICE TECHNOLOGIES
Oracle is developing a range of technologies that enable a
consistent cross-channel customer experience. Real-Time
Decisions supports the delivery of tailored product recommendations
based on individual user behaviour. Oracle Policy
Automation provides a simple user interface for customers
and service agents to easily execute potentially complex
tasks. Oracle E-Billing gives customers much greater insight
into their spending patterns and makes optimisation recommendations.
Oracle Real-Time Scheduling ensures customers
can perform tasks or receive purchases at their convenience.
Finally, Oracle’s Live Help solution powers smart
live website service interactions based on user behaviour.
Watch the webcast:
oracle.com/goto/crm_online_forum
Getting it right
Discover the seven steps to boosting sales and customer
satisfaction while lowering service costs:
oracle.com/goto/seven_steps

Imagine having access to comprehensive information
about your pipeline, opportunities, leads, accounts and
contacts, plus the ability to analyse and update it – all in
real time, and all via your smartphone or other mobile
device. Enterprise­class Cloud­based CRM solutions like
Oracle CRM On Demand make it possible.
Picture the scene. Prior to an important sales meeting, you
realise you do not know all the customer attendees. So you
take out your phone, look up their public profile on a site like
LinkedIn and import it into your contact management tool.
Then you access a complete history of all the inter actions
with this prospect, the details of the current oppor tunity,
and other relevant information such as recent press releases.
You are now fully informed, improving the chances of
a successful meeting. Not only that, after the meeting you
perform follow-up activities such as updating oppor tunity
details and creating tasks as you walk to your car.
ORACLE CRM ON DEMAND RELEASE 19
The latest release of the complete, integrated and
enterprise-class Oracle CRM On Demand solution is making
this kind of mobile productivity a reality for tens of thousands
of sales people globally.
In addition to the mobility aspects, Release 19 features
multi ple enhancements in industry-specific functionality,
transaction and communication integration, collaboration
and the delivery of the platform as a service.
Watch a video about the new functionality:
oracle.com/goto/crm_online_forum
Oracle CRM On Demand Release 19 enables sales organisations
of all types and sizes to:
Sales Productivity Master Data Management
Closing deals via the cloud Master your data, maximise customer
relationships
Oracle CRM On Demand in action
Discover how organisations all over the world
are leveraging the power of Oracle
CRM On Demand:
oracle.com/goto/leverage_crm_on_demand
GET SMARTER
Oracle CRM On Demand provides the historical ana lytics
and real-time reporting to support informed decision-
making. It also integrates sales and marketing information
to create a unified pipeline for greater effectiveness visibility,
better quality leads, higher close rates and a shorter sales
cycle. In addition, it provides a 360-degree view of the customer
across all channels through a hosted contact centre,
integrated sales, marketing and service data, and integration
with Microsoft Outlook.
Watch Oracle customers talk about getting smarter:
oracle.com/goto/increased_visibility
GET MORE PRODUCTIVE
Oracle CRM On Demand provides quick, easy access to
complete customer information via mobile devices such as
smartphones and the iPad. It helps you replicate success
by allowing you to change workflows to close performance
gaps between sales people.
Watch Oracle customers talk about getting more
productive: oracle.com/goto/increased_productivity
GET THE BEST VALUE
Oracle CRM On Demand enables tailored industry-specific
processes that help you maximise the effectiveness of your
sales, marketing and service activities. It also offers the security,
integration, scalability, and flexibility that only come
with a truly enterprise-class SaaS solution, in addition to low
total cost of ownership.
Watch Oracle customers talk about getting the best value:
oracle.com/goto/best­crm­value/en
Greater competition increases the importance of retaining
customers. However, poor customer data quality
and management stop many organisations from maximising
the service, up­selling­ and cross­selling opportunities
that would deepen their customer relationships
and increase loyalty. We identify five key aspects of creating
and extracting value from master customer data.
1) CONSOLIDATION THAT ENSURES
COMPLETENESS
A comprehensive, accurate and up-to-date view of customer
information is the foundation of great customer relationships.
This consolidated view will enable you to extract the
insight you need to improve customer service and spot new
sales opportunities. Look for a tool that delivers the interfaces,
services and processes necessary to consolidate customer
data from multiple heterogeneous systems.
2) CLEANSING THAT MINIMISES ERRORS &
DUPLICATION
Ensuring data accuracy requires effective tools to analyse,
standardise, cleanse and de-duplicate the data to eliminate
errors and redundant information. Ideally, it should also be
possible to easily enrich each customer record by integrating
additional, external information.
3) GOVERNANCE THAT SUPPORTS COMPLIANCE
FULFILMENT
Secure data handling and privacy policy compliance is essential
for building and maintaining customer trust. Proper
data governance provides a solid framework for determining
who can access and edit specific data fields. This helps
ensure full internal accountability for data management and
reduces the chances of data errors or misuse.
4) SHARING BETWEEN OPERATIONAL SYSTEMS
To extract maximum value from centralised master customer
data, you need to be able to share it across key business
processes. For example, sales personnel should be able
to call up information on a customer’s most recent service
requests that might affect their next conversation. So, it is
important that customer data is accessible to multiple applications
across the organisation.
5) INTEGRATION WITH EXECUTION TOOLS
Once a complete, centralised set of master customer data
has been established, it can be used to improve service levels
and maximise possible up- or cross-selling opportunities.
4. 5.
This requires integration with tools that help you extract insight
from customer data and use it to, for example, design
loyalty campaigns based on a more thorough understanding
of a customer’s buying behaviour, service experience, and
likely needs.
Oracle Customer Hub, Oracle’s lead Customer Data Integration
solution, is a key part of Oracle’s approach to master data
management.
Learn more about Oracle Customer Hub:
oracle.com/goto/customer_hub
Integrating your customer data with a solution like Oracle’s
Siebel Loyalty Management enables you to extract insight
that helps you understand your customers more
deeply, serve them more effectively, and maximise sales
opportunities.
Learn more about Oracle Siebel Loyalty Management:
oracle.com/goto/Siebel_Loyalty_Management
For the latest thinking from Oracle on master data management,
read the Oracle Master Data Management
blog: blogs.oracle.com/mdm
Learn more
Discover how master data management can
support the success of Cloud computing initiatives:
oracle.com/goto/mdm_and_cloud_computing

Success with Oracle solutions
Hundreds of organisations across the globe are using
Oracle solutions to help optimise the customer experience,
enhance sales productivity and establish a set of
master customer data. Here are just a few examples.
AMBU A/S, DENMARK
Ambu A/S develops, produces, and markets diagnostic and
life-supporting equipment and solutions to hospitals and
rescue services. The company selected Oracle CRM On
Demand to help it:
• Lower its CRM development and maintenance costs while
increasing scalability to meet future requirements
• Standardise sales processes across its sales affiliate
organisations
• Increase the depth of information recorded for both converted
and unconverted sales opportunities
• Improve insight into customer buying behaviour to improve
campaign and sales activity effectiveness
Results included:
• Improved customer data quality, enabling more targeted
sales and marketing activities to precisely defined customer
segments
• Increased sales performance and pipeline visibility through
mobile access to detailed account information
• Enablement of real-time reporting capability
• Scalable system launched in ten countries within twelve
months
Allan Murphy Bruun, Business Consultant, Ambu A/S, comments:
“Oracle CRM On Demand is a proven CRM platform
with options for strong integration with other applications.
Oracle’s features, such as pipeline management, lead generation,
and tracking tools, have improved our ability to apply
best-practice sales processes.”
Read the full story:
oracle.com/goto/ambu_sales_pipeline_visibility
Customer Voices
GENTOO GROUP, UK (PUBLIC SECTOR)
This leading property development and management organisation
needed to boost customer satisfaction, loyalty, retention
and advocacy through a more personal, high-quality
service, while simultaneously cutting overhead and improving
staff efficiency. Implementing Oracle CRM on Demand
helped the company improve customer satisfaction by 20%
and cut annual IT costs by $190,000. David Dixon, Director
of Customer Experience at Gentoo Group reports: “Oracle
CRM On Demand has enabled us to innovate and reengineer
our business around customers and communities, win
the hearts and minds of our committed employees, and
drive out cost as we expand our portfolio of creative, holistic
housing and lifestyle solutions for a new-generation.”
Read the full story:
oracle.com/goto/gentoo_client_satisfaction
CSA CONSULTANTS, INDIA
This leading east-Indian IT services and consultancy firm
wanted to consolidate its customer information and improve
its lead conversion rates. CA Manoj Mani Agrawal, Managing
Director, CSA Consultants Pvt. Ltd, reports: “Oracle CRM
On Demand enables us to record and maintain our cus tomer
and sales information in one place, which has improved our
ability to cross-sell and up-sell products and ensured leads
are always followed up. We are now generating 30% more
leads and the number of leads that result in a sale has
increased by 50%.”
Read the full story:
oracle.com/goto/csa_lead_generation
Learn more now!
Learn more about how organisations like yours are
succeeding with Oracle CRM On Demand:
oracle.com/en/products/applications/
crmondemand
Customer Voices
Success with Oracle solutions
MCKESSON PHARMACY, USA
McKesson Pharmacy Systems and Automation (MPS&A),
provides comprehensive pharmacy management system
suites and business services to more than 7,000 pharmacies
and handles approximately 300,000 service requests annually.
The company selected Oracle Siebel CRM to help it:
• Enable order tracking
• Ensure a more responsive service to customers
• Empower management with a unified view of customer
data
• Enable targeted trend analysis to enhance decision-making
The implementation has enabled McKesson to transform
the customer experience it delivers through:
• A comprehensive view of customer data
• Improved service order tracking and resolution
• Process automation via integration with other business applications
such as warehouse management
Gary Johnson, Vice President, Customer Support, McKesson
Corporation, comments: “Oracle’s Siebel CRM is helping
us to take our customer service to a whole new level.
We can respond faster and more thoroughly to pharmacy
customers’ inquiries, expedite service and parts requests,
and make more targeted operational decisions utilising the
analytical tools of Oracle Business Intelligence Enterprise
Edition.”
Read the full story:
oracle.com/goto/mckesson_improve_service
6. 7.
NIKO GROUP, BELGIUM
Niko Group supplies Europe with innovative, stylish, and
user-friendly electro-technical solutions and services. The
company selected Oracle Siebel CRM to help it:
• Centralise data for more than 70,000 customer and prospects
spread across multiple legacy systems
• Integrate customer and prospect information for faster
proposal creation
• Improve customer transaction transparency
• Integrate an easy-to-use lead management tool
• Increase cross-selling opportunities
The implementation has enabled Niko Group to transform
the customer experience it delivers through:
• Centralisation of all customer data accessible via a standardised
interface
• Standardised customer management processes and increased
customer information availability
• Improved proposal generation and management through
synchronisation of Siebel CRM with proposal application
Guido Peeters, IT Project Manager, Niko Group, comments:
“Oracle’s Siebel CRM enables us to both improve our quality
of service towards existing customers and optimise the way
we address prospects.”
Read the full story:
oracle.com/goto/consumer_goods_success
EMAAR PROPERTIES, UAE
Emaar Properties has used Oracle Master Data Management
to achieve a 360˚ view of its customers and generate deeper
insight into customer buying behaviour.
Watch the video:
oracle.com/goto/emaar_buying_behavior
Learn more now!
Access more information on these and a wide range
of other Siebel CRM customer success stories:
oracle.com/en/products/applications/siebel

Oracle Applications Strategy
Update event series
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INNOVATION
This event highlights the trends that are impacting business
today and illustrates how the balance of the right strategies
and actions can have a positive impact on business
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insight into Oracle’s product strategy, including the latest
Access tools and resources that prove the value of Oracle
products and solutions to your business. Click on one of
the links below for access to a wide range of white papers,
product documents, videos, podcasts and customer
testimonials.
Customer Experience
Management
Learn more about Customer
Experience Management:
oracle.com/goto/
customer­experience/en
Oracle CRM Web Forum
Check out the Oracle CRM Web Forum at
oracle.com/goto/crm_online_forum to learn more
about Oracle’s latest CRM strategy and solutions
Sales Productivity
Learn more about Sales
Productivity:
oracle.com/goto/
sales­productivity/en
8.
Stay Informed!
blogs.oracle.com/crm
Master Data
Management
youtube.com/OracleCRM
twitter.com/OracleCRM
facebook.com/OracleCRM
Learn more about Master Data
Management:
oracle.com/goto/
data­management/en
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