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1Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.EmPoweringPeople,EmPoweringBrandsWith跨渠道(电子商务/客户服务)解决方案许诗敏甲骨文大中华区电信行业解决方案总监2Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.多渠道服务和跨渠道服务的差异MultiChannelCrossChannelDefinition多渠道允许运营商通过一个或以上的销售渠道直接销售给客户,但这些渠道都是各自独立的平台跨渠道允许运营商让客户在购买过程的任何时间可选择任何渠道,并基于一个综合平台让客户同时享受无缝的交易切换CapabilitiesandBenefits•MobileCommerce•OnlinePresence•In-Storeexcellence•StoreInventoryoptimization•Seamlessinteractions•ConsolidationofCustomer,ProductandOrderData•PersonalizationandCustomerInsight•IncreaseinNPS3Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.3平均来说,超过¾的消费者使用两种或更多的渠道来浏览、研究比较并购买产品.185%的购物者希望所有的购物体验是一致化的.2来源:14thAnnualMyBuys/e-tailinggroupConsumerInsightsSurvey跨渠道4Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.购买习惯30%ofcustomershavecomparisonshoppedusingtheirmobilephone24%havereadcustomerreviewsontheirmobilephone14%havescannedaQRcodeinanadorarticleCrossChanneliskey.Consumersusemobileandotherchannelstosupportshoppingexperiences,butprefertopurchaseinstore•41%relyonrecommendationsfromfriends•84%purchasedtheirphonefromaretailstore;16%purchasedtheirphoneonlineWhenshoppingspecificallyforamobilephone:5Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.客户与企业势力的转变!企业准备好了么?MassMediaInternet/OnetoOneSocial/MobileCUSTOMERSAREEMPOWERED1%ofconsumersfeelthattheirexpectationsforagoodexperiencearemet94%ofconsumerswillpaymoreforabettercustomerexperience89%ofconsumersswitchedtoacompetitorafterapoorexperience6Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.查看评论搜索接收电子邮件与朋友商量产品相关的电话拨入检查产品聊天在线购买撰写评论店内提货发帖表达喜好查看交货状态致电询问更多信息继续购买店铺呼叫中心Web移动设备平板社交网络调研商店购买提货服务我们的购买历程已经变得更加复杂了7Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.关键是怎样能提供超出期望的客户体验STOREDIRECTSALESCONTACTCENTERFIELDSERVICEWEBMOBILESOCIALKIOSKS“Wowmeandsurpriseme”“Meetmeandrewardme”“Engagemeeverywhere”“Knowmeandrecommendme”8Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.只有全面的客户体验才是致胜之道“wowme,andsurpriseme”“Meetmeandrewardme”“knowmeandrecommendme”“engagemeeverywhere”在各方面提供令人赞赏和感动的响应MARKETINGEXPERIENCECOMMERCEEXERIENCESERVICEEXPERIENCE基于深入了解,提供个性化待遇NEXTBESTACTIONINTUITIVESEARCHDEEPKNOWLEDGECAMPAIGNMANAGEMENT实现完美无瑕的跨渠道流程ORDERMANAGEMENTSERVICEFULFILLMENTADVANCEDSERVICE建设一个灵活以客户为中心的引擎LOYALTY&REWARDSSERVICEMANAGEMNETCUSTOMERINSIGHTS9Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.客户体验生命周期10Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.在电信业需要特别关注客户的时刻提货ReceiveserviceReceiveproductConfirmifprod/svcfulfillsneedSetupprod,svc,features,thresholdAccept,returnormodifyInteractwithInstaller需求IdentifytheneedReviewcontractend,newservicesDeterminerequirementstofulfillneed调研InvestigateoptionsGetinfoonproducts,services,pricingCompareandevaluatedevicewithserviceoptionsGetrecommendationsReadcustomerreviewsPoll‘friends’onsocialmedia推荐Renew/repurchasecontractRecommendtoothersincludingpricingincentives选择MakedecisionGetandnegotiatepricing购买ServiceabilitycheckCreate/modifyaccountCreditcheckDeliveryorInstallationschedulingCheckorderstatusModifyorder服务Consumeanduseprod/serviceDownloadapplicationsLearnmoreaboutprod/serviceTopup,paycharges,billDisputechargesReceiveusage/pricingnotificationReviewvalue,performancePostopinions/blog维护Manageprofile&preferencesLearnaboutenhancementsUpgradeservice/productsAddsupplementaryandVASDowngradeservice/prods/pricingRequestservicedisruptionhelpReviewresolutionstatusDetermineservicesanddeviceavailabilityPlaceOrderPayforOrderVisitPurchaseChannelReviewUsage,balanceandBillDiagnoseProblemsRequestresolution11Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.FeaturedOracleApplications•OracleATGCommerce|OracleEndeca•OracleRetail|PointofSale|StoreInventoryManagement•WebCenterSuite|Content|Sites|Social•OracleKnowledge|OraclePolicyAutomation•OracleSiebelCRM|E-Billing|RealTimeDecisioningOracle跨渠道客户体验解决方案概览CrossChannelCustomerExperienceSolutionEnablesCSPstoincreaseNetPromoterScore(NPS)andcustomerloyaltywhilstdeflectingtransactionstounassistedchannels.KeyCapabilitiesConnectedEngagement|ActionableInsight|IndividualizedSites|RewardLoyalty|GuidedExperiencesKeyBusinessMetricsBrandValue|NetPromoterScore|SelfServiceRate|ConversionRateWebMobileCallCenterSocialRetailDealerRetailSolutionsPOSStoreInventoryOracleWebCommerceCommerceExperienceManagerGuidedSearchOracleKnowledgeSearchDiag.SiebelCRMMarketingSalesServiceLoyaltyOrderCaptureBusiness&OperationalSupportSystemsOrderManagementSupplyChainInventoryBilling&RatingProvisioningActivationE-BillingView&AnalyzeCentralOfficeInventoryReturnMerchandisingLiveHelpWebCenterSuiteContentServicesSitesSocialPayPartnerMgmt.FieldServiceRTDDecisioningLearningUSSD/IVR12Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.1.紧扣的互动提供个性化的端到端体验2.优化的执行为客户带来更大的价值跨渠道的客户体验解决方案3.洞察先机客户交互最大化13Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.1.紧扣的互动提供个性化的端到端体验动态呈现合适的产品个性化的推荐引导型的体验跨渠道的客户体验解决方案14Copyright©2012,Oracleand/oritsaffiliates.Allrightsreserved.引导型搜索,帮助用户简化寻找的过程关键字搜索引导型导航交易页面产品/服务介绍页一个典型的用户体验过程60%-80%的用户体验产生于与浏览页
本文标题:跨渠道(电子商务客户服务)解决方案
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