Know Your Consumer, or Oracle Industry Solutions
In addition to your product or service, a consumer buys three things - conversation, community, and smart content. It doesn’t matter what you sell - cough pills or mining shovels. To sell or service a product or service, systems are needed that manage consumer experience and constantly give the client the right sensations and the right information.
It is believed that most of the customers who bring money to the business belong to either generation X or the millennials generation (Table 1).
Traditionalists (1932–1945)
Baby Boomers (1946–1965)
Generation X (1965–1978)
Millennials (1979–1998)
Different generations intersect in life and business, can send different messages to each other, have their own consumer patterns, their own attitude to life, attitude to information, attitude to how they share brand information.
Generation Z already exists - its representatives are not yet active consumers, but they influence their parents' consumer behavior. Their main differences from millennials are collected in table. 2.
The loyalty (loyalty) of customers to the brand is one of the modern myths. A recent Oracle study showed that customers are not loyal to the brand, but tied to it. The basis of this attachment is not a positive emotion, not the joy that the consumption of products or services related to a particular brand brings, but the negative - the fear of losing the comfort that consumers receive if they are forced to switch to a new brand.
And this is no coincidence. According to the work of Brian Solis, a Western researcher of media and phenomena related to customer experience, many companies build their business model on the suffering of consumers. A typical example is American airlines, which, according to Solis, diligently drive their customers into torment in order to cash in, saving them from this torment, instead of providing new content, new content, community and dialogue.
Oracle helps radically change the customer experience, the experience of your customers, for the better. The Oracle Customer Experience solution manages three fundamental components: continuous customer support across all channels, proactive understanding of customer needs and optimal fulfillment of the promises made to the customer. In this article, we look at Oracle solutions to increase customer loyalty in the telecommunications and retail industries, in particular in the retail banking industry.
Despite the massive consumption of products and services, telecommunications providers are not always able to meet the high expectations of consumers. Oracle Marketing, Commerce, Sales, Service, Communications, and Retail offer the following key components that can make a difference.
For example, Oracle offers solutions that contain tools for a simple choice of equipment and tariff plan, a personalized search for information and solutions depending on the needs of the client and the availability of sources on social networks and external content providers. It is possible to include customer reviews and information from social networks in the grocery catalog.
An extremely valuable service will be the proactive inclusion of a service provider when a client needs help. Most support service regulations are triggered only when there is a signal from the client, and for this the client has to “knock” on different channels for a long time. An electronic digital assistant, information in proactive customer chat, and the function of calling from a site to a support service can help. And most importantly - the ability to proactively diagnose a situation when a client needs help in the channel in which he is currently located. This leads to increased customer satisfaction and loyalty.
A great opportunity for any supplier is to provide a “perfect order”. Oracle solutions will allow the customer to place an order online, pick up equipment (or chat with an expert) in the store and will inform him of the current status of the order and the location of the equipment and employees.
The inexhaustible topic of self-service. The Oracle Customer Experience solution will allow you to offer customers advanced self-service capabilities - offering assistance depending on the context, a set of questions for self-diagnosis of the problem; flexibility for self-service management, self-activation and cancellation of services. As a result, customers are motivated to use self-service tools or seek help from the community.
Oracle also has a suite of solutions called Social Development Management. It will allow you to "listen" to social networks in order to understand what is important to your customers, use them to expand the traditional channels of marketing and service. This is important not only in order to interact with the client without leaving the network - the entire social network (that is, roughly speaking, the whole world) will see that you are responding to customer requests. As a result, you get a complete look at the client using all possible channels, including online, stores, social networks, using both traditional and unstructured data.
Modern retail trade is based on three elephants: attracting a client, his proactive understanding and optimal fulfillment of his requests. In fig. Figure 1 shows the Oracle CX for Retail solution map, the purpose of which is to connect every consumer interaction with your brand.
Oracle offers cross-channel integrated customer travel for the retail business, including marketing, e-commerce, sales and service; Enhanced business intelligence that helps ensure customer loyalty and loyalty solutions that provide the unhindered path of the client from desire to fulfilled order, including supply chain management, Oracle Workspace Manager and field service.
Dynamic personalization is extremely important today - Amazon and iTunes are already successfully using it, and your customers don’t understand why you don’t. An integrated set of Oracle Customer Experience solutions can solve this problem.
It is important to use the ability of the device through which the client interacts with you and optimize the content that the client receives for this device. The millennials generation uses at least two screens, and for the new generation that comes after the millennials, three or four screens are relevant - therefore, your content should adequately be displayed on all screens that customers use.
A proactive understanding of customers can be expressed in real-time recommendations, and the dream of any marketer is to understand the hidden potential. The Oracle Commerce package has functionality that allows, by personalizing a website or mobile phone screen, to anticipate what the client wants to see and deliver the appropriate content to the device’s screen.
Optimization of operational activities implies interaction, integration of all channels and the provision of assistance - this will be the foundation of customer loyalty and affection.
In general, loyalty is a very large and interesting topic. Oracle offers a loyalty engine called Siebel Loyalty, and allows you to not only calculate points, but to transform your program from a discount to a bonus, create interest clubs, thereby changing the consumer experience for the better.
An example of a complete industry-wide complex of Oracle solutions for retail business is the set of Oracle industry solutions for banks. It allows you to manage the life cycle of the client; manage marketing in real time, setting it to improve segmentation and targeting and reduce customer churn; automate the credit conveyor and debt collection, optimize corporate sales.
A map of the functionality of Oracle solutions for banks is shown in Fig. 2. Most of this functionality remains relevant regardless of the industry, and it can be found in solutions for transport, in insurance and others.
In conclusion, it is important to note that Oracle continues to develop its sales hit - Oracle Siebel CRM, in which there are sets of industry accelerators, new interfaces for customers and employees, and also develops industry-specific functionality in cloud products.
Different generations intersect in life and business, can send different messages to each other, have their own consumer patterns, their own attitude to life, attitude to information, attitude to how they share brand information.
Generation Z already exists - its representatives are not yet active consumers, but they influence their parents' consumer behavior. Their main differences from millennials are collected in table. 2.
The loyalty (loyalty) of customers to the brand is one of the modern myths. A recent Oracle study showed that customers are not loyal to the brand, but tied to it. The basis of this attachment is not a positive emotion, not the joy that the consumption of products or services related to a particular brand brings, but the negative - the fear of losing the comfort that consumers receive if they are forced to switch to a new brand.
And this is no coincidence. According to the work of Brian Solis, a Western researcher of media and phenomena related to customer experience, many companies build their business model on the suffering of consumers. A typical example is American airlines, which, according to Solis, diligently drive their customers into torment in order to cash in, saving them from this torment, instead of providing new content, new content, community and dialogue.
Oracle helps radically change the customer experience, the experience of your customers, for the better. The Oracle Customer Experience solution manages three fundamental components: continuous customer support across all channels, proactive understanding of customer needs and optimal fulfillment of the promises made to the customer. In this article, we look at Oracle solutions to increase customer loyalty in the telecommunications and retail industries, in particular in the retail banking industry.
Telecommunications
Despite the massive consumption of products and services, telecommunications providers are not always able to meet the high expectations of consumers. Oracle Marketing, Commerce, Sales, Service, Communications, and Retail offer the following key components that can make a difference.
- Subscriber lifecycle management.
- Intelligent-driven marketing: improved segmentation and targeting, reduced consumer churn.
- Ideal order: from a price quote to a contract.
- Service "once and done!"
- Optimization of corporate sales.
- Smart e-commerce.
For example, Oracle offers solutions that contain tools for a simple choice of equipment and tariff plan, a personalized search for information and solutions depending on the needs of the client and the availability of sources on social networks and external content providers. It is possible to include customer reviews and information from social networks in the grocery catalog.
An extremely valuable service will be the proactive inclusion of a service provider when a client needs help. Most support service regulations are triggered only when there is a signal from the client, and for this the client has to “knock” on different channels for a long time. An electronic digital assistant, information in proactive customer chat, and the function of calling from a site to a support service can help. And most importantly - the ability to proactively diagnose a situation when a client needs help in the channel in which he is currently located. This leads to increased customer satisfaction and loyalty.
A great opportunity for any supplier is to provide a “perfect order”. Oracle solutions will allow the customer to place an order online, pick up equipment (or chat with an expert) in the store and will inform him of the current status of the order and the location of the equipment and employees.
The inexhaustible topic of self-service. The Oracle Customer Experience solution will allow you to offer customers advanced self-service capabilities - offering assistance depending on the context, a set of questions for self-diagnosis of the problem; flexibility for self-service management, self-activation and cancellation of services. As a result, customers are motivated to use self-service tools or seek help from the community.
Oracle also has a suite of solutions called Social Development Management. It will allow you to "listen" to social networks in order to understand what is important to your customers, use them to expand the traditional channels of marketing and service. This is important not only in order to interact with the client without leaving the network - the entire social network (that is, roughly speaking, the whole world) will see that you are responding to customer requests. As a result, you get a complete look at the client using all possible channels, including online, stores, social networks, using both traditional and unstructured data.
Retail
Modern retail trade is based on three elephants: attracting a client, his proactive understanding and optimal fulfillment of his requests. In fig. Figure 1 shows the Oracle CX for Retail solution map, the purpose of which is to connect every consumer interaction with your brand.
Oracle offers cross-channel integrated customer travel for the retail business, including marketing, e-commerce, sales and service; Enhanced business intelligence that helps ensure customer loyalty and loyalty solutions that provide the unhindered path of the client from desire to fulfilled order, including supply chain management, Oracle Workspace Manager and field service.
Dynamic personalization is extremely important today - Amazon and iTunes are already successfully using it, and your customers don’t understand why you don’t. An integrated set of Oracle Customer Experience solutions can solve this problem.
It is important to use the ability of the device through which the client interacts with you and optimize the content that the client receives for this device. The millennials generation uses at least two screens, and for the new generation that comes after the millennials, three or four screens are relevant - therefore, your content should adequately be displayed on all screens that customers use.
A proactive understanding of customers can be expressed in real-time recommendations, and the dream of any marketer is to understand the hidden potential. The Oracle Commerce package has functionality that allows, by personalizing a website or mobile phone screen, to anticipate what the client wants to see and deliver the appropriate content to the device’s screen.
Optimization of operational activities implies interaction, integration of all channels and the provision of assistance - this will be the foundation of customer loyalty and affection.
In general, loyalty is a very large and interesting topic. Oracle offers a loyalty engine called Siebel Loyalty, and allows you to not only calculate points, but to transform your program from a discount to a bonus, create interest clubs, thereby changing the consumer experience for the better.
An example of a complete industry-wide complex of Oracle solutions for retail business is the set of Oracle industry solutions for banks. It allows you to manage the life cycle of the client; manage marketing in real time, setting it to improve segmentation and targeting and reduce customer churn; automate the credit conveyor and debt collection, optimize corporate sales.
A map of the functionality of Oracle solutions for banks is shown in Fig. 2. Most of this functionality remains relevant regardless of the industry, and it can be found in solutions for transport, in insurance and others.
In conclusion, it is important to note that Oracle continues to develop its sales hit - Oracle Siebel CRM, in which there are sets of industry accelerators, new interfaces for customers and employees, and also develops industry-specific functionality in cloud products.