Finding Opportunity in Omnichannel. Dennis Suler VP Advocacy Referrals, Verizon John Andrews VP Commerce Product Management, Oracle

Transcription

1 Finding Opportunity in Omnichannel Dennis Suler VP Advocacy Referrals, Verizon John Andrews VP Commerce Product Management, Oracle

2 2

3 Finding the Opportunity in Omnichannel John Andrews, VP Product Management Oracle Commerce David Fulton, Director Product Management Oracle Service 3

4 Technology Is Exploding Social Mobile Data The Rate Of Innovation Has Accelerated Cloud 4

5 The Customer Experience Imperative Behaviors are Rapidly Evolving Always Connected Always Sharing Always Aware Expectations and Demands are Rising More Options More Access More Influence 5

6 Customer Experience is Top of Mind Customer Experience Objective 93% of C-level executives say improving their customer s experience is one of their top three priorities in the next two years. 98% of C-level executives say they are in process of developing a formal customer experience initiative. *2012 Global Customer Experience Disruptive Study: U.S. 21% of YoY revenue is estimated to be lost when companies fail to deliver on CX. 6

7 The Dynamic Shopping Journey A Single Purchase May Involve Many Interactions RESEARCH SHOP BUY PICKUP / DELIVERY SERVICE Web Contact Center Flyer In-Store Mobile Device Social Comparison Site Google Search Facebook Fan Club Browse Flyer Product Info Read Reviews Visit Retail Store ShopSavvy Barcode Low Price Finder Kiosk Chat Buy Online Begin Catalog Order Place Order Shipped to Customer from Warehouse or Factory Local Store Pickup Order Confirm w/ Rec Share Experience on Twitter Shipped to Customer from Other Store Location Call to Research Accessory Buy Online Troubleshoot on Community 7

8 Commerce Anywhere 8

9 Commerce Anywhere PLAN BUY / ORDER / RETURN SERVICE (ACQUIRE/RETURN) STORES FULFILL COMMERCE DEMAND & ORDERS NATIONAL DC STORES REGIONAL DC COMMERCE ANYWHERE FULFILLMENT ORCHESTRATION VENDOR 9

10 Product Content and Data Customer Content and Data PIM ERP CMS Reviews Google Social Video Sales Analy/cs CRM 10

11 Build a more complete customer profile Build a more robust product record 11

12 12

13 Delivering the Omni-Channel Experience: Service 13

14 Oracle RightNow Service Leave no issue unanswered Value your reviewers Earn the right to ask for that next review 14

15 Leave No Issue Unanswered Review Escalated by Moderator Routed / Queued through Oracle Service Assigned to Agent Customer gets a direct response Response Sent through Oracle Service Agent Works Issue Moderator notified Survey 15

16 Leave No Issue Unanswered 16

17 Leave No Issue Unanswered 17

18 Oracle Service For BazaarVoice Leave no issue unanswered Value your reviewers Earn the right to ask for that next review 88%! of employees believe they can impact experience quality 18

19 Value Your Reviewers in the Contact Center Service Request Created Agent opens the Request Sees their history of reviews / overall brand sentiment Agent Reviews Customer Profile Tailor the response accordingly 19

20 Earn the Right to Ask for that Next Review Leave no issue unanswered Value your reviewers Earn the right to ask for that next review 20

21 Earn the Right to Ask for that Next Review Ticket closed in Oracle Service Closed Incident Survey Created Customer Responds Or schedule a invite for a later date Thank the customer and invite them to add a review Positive Response/Other Trigger? Track your success rate for invite offers 21

22 Earn the Right to Ask for that Next Review Interact with Online Service Search or Navigate In doing so, show a product affiliation See reviews/ review offers Arrive at your destination 22

23 Solicit and Embed Reviews within Customer Portal Typical user experience in CP (browsing / searching) Support Home Top overall Answers Top level navigation options No meaningful product ID No potential for BV data Search Results Unfiltered list of Search Results No meaningful product drill in No potential for BV data Advanced Search Results Filtered List of Search Results Constrained by product ID Good potential for BV widget(s) View Answer Detail Answer might be related to one or more Products When Answer related to only one Product, then good potential for BV widget(s) 23

24 Delivering the Omnichannel Experience: Commerce 24

25 Core Ratings & Reviews Integration Integration of core BV platform into ATG 10 environment: Ratings & Reviews Ask & Answer Reviews Q&A 25

26 Enhance Guided Search with Ratings Integration of BV ratings and review data in Oracle Commerce search offering. Includes both legacy ATG Search and Endeca Search. 26

27 Improve Personalization Include BV data such as, product ratings and personal profile attributes, which could improve OC personalization offering. Personalization profiles become more accurate when including additional BV data. 27

28 Increase Intelligence in Management Tools Include BV product ratings in ATG Business Control Center (BCC) to provide a richer data set for running reports and analyzing business effectiveness. New data column to show Product Rating (enabling sort by rating) 28

29 29

30 Bazaarvoice Summit Omni Channel March 5, 2013 Dennis Suler PID# Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

31 What We ll Cover About Verizon Wireless Where we ve been Where we re going The Omnichannel journey The good (and the bad) Omni Channel key learnings Final thoughts Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 31

32 About Verizon Wireless # 94 on Alexa 13 th most recognized brand ~2 million visits per day Top wireless carrier 80,000 employees Data Driven Marketing culture Using technology to break down silos Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 32

33 The Verizon Wireless/BazaarVoice Partnership Since ,000 reviews 330 reviews/day Q&A launched Sept 2012 Over 5,000 questions Over 12,000 answers Passionate audience Reviewers Social Untapped opportunities Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 33

34 Where We ve Been - Moving from Ratings & Reviews to User Generated Content mindset - Operationalize BV - Integrate with social team (to answer questions) - Tweak moderation guidelines - Respond to unanswered questions - Leverage Q&A to better promote products during launch - Create buzz around products, etc. - OEM involvement Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 34

35 Our OEMs -- Key Involvement Expert, product-based input Technical expertise Provides support for product Features & Functionality Help provide expert input in community and User Generated Content Help generate buzz and provide support for product launches It s only just begun Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 35

36 Where We re Going Enmesh R&R/Q&A into all parts of the company culture Integrate with other site areas: Forums Gridwall (Category) Home Page Feedback loops (for product teams, etc.) Omnichannel Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 36

37 Where We re Going Omnichannel Goal: To provide customers with the tools and information that they need to make the right purchasing decision in the best channel for them Huge culture shift People own channels compensated for driving sales, business, etc., in their channel Challenge getting channels to recognize the value of Omnichannel Still underway What? In store pick up Consistent promotions Same experience Source: Oracle 2009 study: applications/commerce/atg/cross-channel-commerce-survey pdf Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 37

38 Omnichannel Journey & Roadmap - How? - Providing the tools for Channels: - Online - Integrating UGC throughout site (forums, etc) - Finding the gold in UGC (underway) - In store UGC (associate tablet, kiosk, etc) - Phone-based R&Rs - Associates based R&Rs - Online chat agents - Equipping with R&Rs - Mobile - Explosive growth - Mobile Moment Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 38

39 Omnichannel Roadmap (Cont d) Tying the Omnichannel Together - Measuring - Watching customers start in one channel and finish elsewhere - Technology Upgrade - More robust tools that enable personalization across all channels - Can keep shopping cart persistent - Can personalize customer s journey - Anonymous vs. Registered User - Web, mobile, store, etc. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 39

40 Omnichannel Key Learnings How to succeed Evolution, Not Revolution Don t expect a silver bullet Baseline Start small Measure every change, no matter how small Most changes won t have much impact that s okay Build momentum Expect setbacks Be an Agent of Change Make Omnichannel part of the culture Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 40

41 Final Thoughts - People don t think in silos - The chances that someone buys something in one channel is slim - Omnichannel strategies should consider all channels (distribution & marketing) - Web - Store - Tele - Mobile - Phone - Tablet - Gaming Consoles Omnichannel breaks the mold Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 41

42 Questions? PID# Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

43 Thank You! PID# Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

44 C Multichannel Experience Omnichannel Internet Mobile Internet Stores Experience Gaming Other Channels Business Indirect Telesales Experience Gaming Business Telesales Experience Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 44