OracleCRM解决方案

InsertPictureHereEnablingMoreIntelligentandProfitableCustomerInteractionsUsingOracleBIReal-TimeDecisions(RTD)NameTitle,OrganizationInsertPictureHereAgenda•IntroductiontoReal-TimeDecisions(RTD)•SolutionDemo•KeyCapabilities&Features•Q&AInsertPictureHereIntroductiontoRTDSignificantBusinessChallengesInefficientServiceProcessesLackofCustomerKnowledgeCustomerAttritionDoNotCallListInconsistentDeliveryChannelsLowShareofWalletInaccurateCustomerSegmentationPrice-basedCompetitionEmployeeAttritionMarketingCollateralOverload‘BacktotheBasics’“CustomerretentionshouldbeyourhighestpriorityinyourCRMstrategy…Afteryouhaveprotectedyourcustomerassetthroughretentionefforts,cross-sellingistheCRMstrategyforgrowingrevenue.”KimberlyCollins,Ph.D.CRMSummitSpring2004CustomerRetentionRevenueGrowthTraditionalOutboundMarketingFallsShort•Privacyrestrictions•Customeroptouts•Competitiveclutter•Growingresistancetomarketingefforts•Highcost/lowresponseofoutboundmarketingLowresponseratesLowROI•Offlineanddata-drivenprocess•Discreteandoftendisconnectedmarketingefforts•Offlinearbitrationofcampaignandchannelconflicts•Product-levelanalytics•ResourceandtimeintensiveWarehouseMartsMartsETLEIIMetadataDataMiningCMProductsScoresWebOffermatchWarehouseMartsMartsETLEIIMetadataDataMiningBICMProductsScoresContactCenterOffermatchlistsCampaign-CentricApproachforInboundMarketingLimitationsandConstraintsDataMiningBICMInteraction-CentricApproachforInboundMarketingBenefitsofReal-TimeRecommendations•Real-timeandKPI-driven•Centralizeddecisionlogicandin-contextpredictiveanalytics•Automatedandintegrateddecisionservices•LeveragesexistingBIassetsandoperationalinfrastructureContactCenterWebDecisionServicesMetricsScoresOLTPPOSReal-TimeDecisionEngineDataWarehouseCampaignManagementDataMiningWebATMKioskPOSIVRBusinessIntelligenceContactCenterTelcoFinsRetailHealthTravelOthersOracleRTDProvidesaReal-TimeDecisionEngineDeliveringDecisionsasaServiceGov•Pre-builtapplicationforSiebelCallCenter•IntelligentoffersandretentiontreatmentsembeddedinCallCenter•DatamappingtoFinancialServicesandCommunicationsdatamodel•SharesSiebelMarketingoffersandcampaignstocoordinateinboundandoutbound•LeveragescustomeranalyticsandofflinepredictivemodelsOracleRTDforCRMIntelligentOfferGenerationandRetentionManagementApplicationInsertPictureHereSolutionDemoDemoScenarioAboutNationalBank•Fictionalfinancialservicesprovider•Customerbase:5million•Assets:$69billion•Revenue:$4.6billion•LargevolumeSiebelCallCenterBusinessChallenges•Highcustomerturnoverrateof14%peryear•Associatedreplacementcostinmillionsperyear•Averagecostofnewcustomeracquisition:$250•Currently2productspercustomer,goalofachieving4percustomerDemoUseCasesProfileofcaller(LindaJohnson):•Female,28yearsold,single•HoldscheckingandsavingsaccountatNationalBank•Medium-valuecustomer•Callstochangeaddress(duetonewjobaftergradschool)Businessgoals•Expandcustomerrelationshipthroughreal-timeintelligentcross-andup-selloffersProfileofCaller(RobertKnowles):•Male,38yearsold,married,homeowner•HoldsseveralaccountsatNationalBank•High-valuecustomer•Considersclosingallaccounts(unknowntoNationalBank)•CallstoinquireaboutcheckingaccountfeesBusinessgoals•Retaincustomerrelationshipthroughreal-timeretentiontreatmentUseCase#1:IntelligentCross-andUp-SellingUseCase#2:ProactiveReal-TimeRetentionManagement“Appropriate”10xSuccessLeveragingInboundinRealTimeCustomerInitiated,RelationshipDriven“Convenient”5xSuccessEventDrivenCustomerTriggered“Unexpected”1-5%ResponseCampaignMarketing-initiatedCustomerEnterpriseAdvancedreal-timepredictiveanalyticsalloweachinteractionatanytimeandanychanneltobetailoredforeachcustomerRTDLeveragesInboundInteractionsSource:GarethHerschel,Gartner,‘03CallIVRNavigationCCRouteIn-HouseCCOutsourceCCOutsourceCCCSRIntroResolution?CSRAnswerCrossSellHandoffHandoff2ndTierHandoffYesNoAgent/QueueRouteEnd/HandoffSkipIVR/EscalateimmediatelyRoutetooptimalCCRoutetooptimalqueue/agentPresenttargetedmarketingoffersListlikelyanswers/resolutionsEscalatebasedonpriorityIntelligentContactCenterUsingRTDSalesMarketingServiceRTDDrivesTop&BottomLineBenefits•Incrementalrevenuesthroughimprovedcrossandupselling•Improvedlong-termprofitabilitythroughenhancedloyaltyandretention•Reducedacquisitioncoststhroughimprovedcustomerretention•Reducedoutboundmarketingspendthroughmoreeffectiveinboundmarketingandleverageofinsightsintoactualcustomerresponsebehaviorforoutbound•Reducedoperatingcoststhroughmoreintelligentandstreamlinedbusinessprocesses•ImprovedagentproductivitybyenablinglessexperiencedandskilledusersInsertPictureHereKeyCapabilities&FeaturesGapBetweenBIandOperationalAppsOperationalApplicationsBI&AnalyticsSolutionsOperationalApplicationsOracleRTDBridgestheGapBI&AnalyticsSolutionsReal-TimeDecisionSolutionsBridgebetweenoperationalandanalyticalworldsOperationalizesofflineanalyticinsight,modelsandscoresCreatesnewbehavioral&contextualinsightsthroughcontinuouslearningUniteschannelexperiencesthroughsingulardecisionframeworkDrivesprocessbehaviorofbothtechnologyandhumanresourcesChallengeofBusine