Oracle實(shí)時(shí)決策：將客戶交互轉(zhuǎn)化為銷售和服務(wù)機(jī)會(huì)

OracleReal-TimeDecisions

TurningCustomerInteractionsintoSalesandServiceOpportunities

PeterWinner

SeniorDirector,FinancialServicesTheprecedingisintendedtooutlineourgeneralproductdirection.Itisintendedforinformationpurposesonly,andmaynotbeincorporatedintoanycontract.

Itisnotacommitmenttodeliveranymaterial,code,orfunctionality,andshouldnotberelieduponinmakingpurchasingdecisions.Thedevelopment,release,andtimingofanyfeaturesorfunctionalitydescribedforOracle’sproductsremainsatthesolediscretionofOracle.ProgramAgendaOptimizingthevalueofrelationshipsValueofOracle’sRealTimeDecisionSolutionCaseStudiesSummaryHenryD.MorrisIDC“Organizationsneedtogetthemaximumvalueoutofeverycustomerrelationshipbyreachingcustomersinawaytheleveragesknowledgeofindividualstylesandpreferences”Issue:Inabilitytotailorresponseswithincustomerinteractionsinresponsetoeventsreal-timeDevelopmentofsuchknowledgeinvolves:MonitoringtheresultsofeachinteractionAnalyzehistoricaldataalongwithwebinteractionsLearningfromtheresponseApplyrapidlyincorporatethisfeedbackintothenextbestofferOptimizetheValueofEachRelationshipWebBranchCallCenterEmailSocialMediaMobileYesterdayTraditionalChannelsMulti-ChannelExperiencesOutboundCentricModelTodayNewGenerationChannelsCross-ChannelInteractionsInboundCentricModelGetAdviceBIBPMCRMCross-ChannelClosed-LoopDecisionEngineDecisionManagementasanEnterprisePractice

YesterdayToday&TomorrowIndependentorcoordinatedmarketing/merchandizingprogramsInterdependentcross-channellogicdrivingoptimizedcustomerexperiencesDedicatedcallwrap-upslotforcontactcenteroffersWebCallCenterWebFullydynamicandpersonalizedcross-channeluserinteractionsoffer/product/content/userflowsDedicatedslotforweboffersorproductrecommendationsBranchSocialMediaMobileTheEvolutionofDecisionManagementFromPointtoFlowOptimizationDecisionManagementCollaborativeenvironmenttodefinedecisionmanagementstrategiesBusinessusercontrolsoverdecisionoptimizationlogicCross-channelcustomerexperiencemanagementframeworkLearningEngine

AutomatedLearningfromEachInteractionRealTimeAnalyticsIntegratedwithDecisioningforOptimizedTreatmentsDecisionEngineTest&ControlFrameworkCombinedRules,PredictiveModelsandMulti-GoalOptimizationHighlyscalableDecisionServicesSelfLearningandAdaptiveforTestingOracleFoundationforDecisionManagementPoweringtheIntelligentEnterprise

Processlearnsandcontinuouslyoptimizesinreal-timeorbatchbasedonclosedloopinformation

Analyticaldecisionsforeach

interaction

RTDRecommendswithrules&predictive

modelsRTDLearnsfromeachinteraction

ProcessOptimizationacrossbusinessprocessgoals

Processleveragescommon

data

modelofreal-timeandhistoricaldataDecisionsbasedonfacts,context,analyticinsightsReal-TimeClosedLoopSelf-LearningBusinessProcessExecutionINFORMANTProcessdataADVISORRecommendationsCRMdata

SUPPLIERSEnterpriseInformationModelOLTPBIGridINFORMANTFeedbackRTDEnablesAdaptiveBusinessProcessesDecisionsasaServiceServiceProcessesServiceTreatmentsOptimizationCustomerRetentionProgramsRiskandFraudAnalysisEnhancementCollectionsProcessOptimization

OperationalProcessesMaintenanceRecommendationsOperationalProcessOptimizationMarketingProcessesInteractiveMarketingPersonalizationCustomerExperienceOptimizationNextBestActionA/BandMultivariateTestingContentPersonalization

SalesProcessesCustomerAcquisitionTargetingCrossSell/UpSell/GuidedSellingeMailTargetingandPersonalizationWebBranchCallCenterSocialMediaMobileSocialMediaOneSingleBusinessIntelligencePlatformforMultipleDecisionManagementUseCasesRealTimeDecisionsPotentialStartingPointsFinancialservicesproviderwithmorethan20,000employeesThefinancialresults(risk-adjusted/threeyears)ROI:986%Paybackperiod:3monthsNetPresentvalue:$99,711,545TotalBenefits:$137,927,504ResultsTotalEconomicImpactTMofOracleReal-TimeDecisionsStudyConductedbyForresterConsulting,CommissionedbyOracleSource:“TotalEconomicImpactofOracleReal-TimeDecisions,acommissionedstudyconductedbyForresterConsultingonbehalfofOracle,July2011”Improvedclosureraterevenue:$52,406,800Incrementalsalepricerevenue:$41,114,400Postcartabandonmentfollow-upcampaignrevenue:$56,400,000GreatercustomerretentionandlifetimevalueBetterbusinessintelligenceImprovedcustomerexperiencesTheBenefitsofOptimizedRealTimeDecisionsBenefitsCustomerExperiencepersonalizationCrossChannelproactiveoffergenerationServiceoptimizationRTDImprovingCrossChannelExperienceGlobalCreditCardProviderBusinessOpportunityCurrentState

Integratedwithallkeypagesacross9marketsandgrowing…Integrationwithnewchannelslikemobile,tabletsandgrowing..Facts25millionextensions/day80Mcardprofilesstored15Mcustomerprofiles17datafeedsandgrowing…EffectiveuseofPersonalizationresultsinimprovementtooneormoreofthefollowingmetrics:ClickRateClickRateLiftConversionRateConversionRateLiftBenefitPerImpressionIncreaseacceptanceratesandaccountvalueOpportunitiestoimproveoverallcustomerexperienceontheWebchannelIdentifyopportunitiesforsellingpremiumaccountsAutomate“analyticalimprovement”processflowsRTDImprovingCrossChannelExperienceGoalsOracleRTDforCustomerOptimization

ApproachSummaryWebsiteOptimizationRTDworldwidedeploymentgenerates100%liftinvalueperimpression50MsessionsperdaySupportpersonalizationforhightrafficpagesRTDhandles1.3BMarketingMessagesperMonthInteractiveMarketingLifecycleManagementEnableddailychangecycles,End-to-end“campaign-to-offer-to-creative-to-placement-topresentmentCallCenterServiceOptimizationProvideNextBestActionforServiceRelatedCallsImproveProcessrelatedtodetermineautomatedapprovals

RTDtopushpersonalizedrecommendationstoSmartPhonesandTabletsRulesutilizeFacebookopt-inshareable/actionableprofileattributesImprovingCrossChannelCustomerExperienceRecommendationsforMobileandFacebookRTDPerformanceStatistics

GeneratingRevenue

RecommendationsRecommended83Products1,387distinctoffersEvaluationsEvaluatedover1billionChoices191.5millionrecommendationsto7.8millioncustomersAveragespeedof516m/sperrequestConversionRateLiftedConversionRateby38%BenefitPerImpressionby63%overrandomcontrolgroupImproveconsumer’sexperienceIncreaseconver