The Evolution of Customer Experience - Oracle€¦ · The Evolution of Customer Experience Brendan...

The Evolution of Customer Experience

Brendan Cox

Jessica Chan

Copyright © 2019 Oracle and/or its affiliates.

The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, timing, and pricing of any features or functionality described for Oracle’s products may change and remains at the sole discretion of Oracle Corporation.

Statements in this presentation relating to Oracle’s future plans, expectations, beliefs, intentions and prospects are “forward-looking statements” and are subject to material risks and uncertainties. A detailed discussion of these factors and other risks that affect our business is contained in Oracle’s Securities and Exchange Commission (SEC) filings, including our most recent reports on Form 10-K and Form 10-Q under the heading “Risk Factors.” These filings are available on the SEC’s website or on Oracle’s website at http://www.oracle.com/investor. All information in this presentation is current as of September 2019 and Oracle undertakes no duty to update any statement in light of new information or future events.

Safe Harbor


http://www.oracle.com/investor

The Customer Data Opportunity

In a world filled with rich data generated in multiple micro-moments every day, companies are struggling to assimilate, organize, cleanse, derive, predict, and take action based on this customer data to reach business goals.


Oracle CX Investment in Customer Intelligence

2012 2014 2015 2016 2017 2019

Customer Data Master

Oracle BlueKaiDMP

Datalogix

Maxymiser CrossWise

AddThis

Infinity

Moat

2018

CX Audience

Grapeshot

DataFox

CX Unity


CrowdTwist

To understand a Company, Contact or Partner at their point of need to provide the best experience possible


IMPROVE MARKETING & ARTIFICIAL INTELLIGENCE

SUPPORT RETENTION, LOYALTY & ADVOCACY

PERSONALISE SERVICE AND COMMUNICATION

INCREASE CONVERSION & REVENUE

Incomplete and Inaccurate Customer Information Creates Immense Problems for Organisations

Fractured View of Individuals Across

the Business

Inaccurate Data Limits AI

Capabilities

Time Wasted on Repetitive Low

Value Tasks

Data foundation to reap AI benefitsCustomer Data Management is a collection of processes designed to improve the accuracy and speed of completing business transactions in both the front and back office


A holistic approach to customer data

Quality

Data is cleaned and de-duped, creating a Golden Master Record, continually incorporating the best attributes from the strongest sources.

Enrichment

Data is enhanced by 2nd and 3rd party sources for accuracy and completeness of address and profile elements.

Analysis

Clean, complete, accurate data is the foundation from which AI applications can deliver business-changing insights.

Transaction

Individual systems take action against the Golden Master Record and feed data back for continued accuracy.


Phase 1

Phase 2

Phase 3

Phase 4

RegistryMaintain a thin system of reference

with links to more complete data

spread across systems

ConsolidationAggregate customer data into a

common repository for Reporting

and reference purposes

Co-ExistenceManage single view of

customer data, synchronizing

changes with other systems

Transactional HubManage a single view of customer

data, and establish CDM as the single

system of record for customer data

Roadmap Approach to Adoption

Coordinated Customer 360° View across all Applications

CR

M A

UTO

MA

TIO

ND

IGIT

AL

AD

S

DIG

ITA

L A

NA

LYT

ICS

DM

P

CIP

(C

X U

NIT

Y)

STR

UC

TU

RE

DU

NST

RU

CT

UR

ED

Onsite, Commerce

Social

Email, SMS, Push

Display, DCO, Video

Search

Mobile Web, App

Call Centre

AdServer, SSP

KN

OW

NU

NK

NO

WN

DIR

ECT

PASS

IVE

Connected TV, Audio, Gaming, OOH

Online marketplaces

Cleansed CRM ID

Unique User ID, Loyalty

Email, Mobile, Session

Cookie ID

Device ID

Product, Supply

POS, Order, Billing

Risk, ERP, HCM

Supply Chain, Shipping

BA

CK

OFF

ICE

FRO

NT

OFF

ICE

Connected

ExperienceConnected

IntelligenceConnected

Data

• Too much data?

• Not sure what to do next?

• Where do you talk to your customers?


CX Story

Let’s show you a scenario…


2nd & 3rdParty

Marketing

Digital Streams

Service

Customer Master

Data Cloud

Data Fox

Sales

Commerce

Data Partners

POS/ERP/SCM

CX Unity Overview

Unify Enrich Segment Analyze Engage

AI Driven Engagement Systems

Sales

Service

Personalisation (CRO)

Real Time API (Your AI driven engagement system)

Email, SMS, Push

Marketing Orchestration

Paid Media

Commerce

1stParty

CustomerData Inputs


Machine Learning & Artificial Intelligence

CX Unity DashboardCustomize


Connected

ExperienceConnected

IntelligenceConnected

Data

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