Oracle Loyalty & CX. Presented by Tom Burrell, Global CRM Director, Lbi. Bhavana Yerrumreddy Global Head of Loyalty, ITC Infotech

Transcription

1 Oracle Loyalty & CX Presented by Tom Burrell, Global CRM Director, Lbi Bhavana Yerrumreddy Global Head of Loyalty, ITC Infotech 18/10/2012 Oracle Customer Experience Event: Empowering People, Powering Brands At The Royal Garden Hotel Kensington High Street London, W8 4PT

2 Agenda Who we are Loyalty & Customer Experience Drivers of loyalty Loyalty and CX In Action Technology Enablement & Case Study Embarking on the Journey

3 About LBi A Global Marketing and Technology agency, blending strategic, creative, media and technical expertise to create business value.

4 LBi s clients Find out more:

5 About ITC Infotech About ITC 100% subsidiary of ITC Limited Inception - October 2000 Revenue USD 150+ mn Quality Standards : CMMi Level 3, ISO 27001, ISO 9001:2000, BS7799 Certified in Organizational Security Standards Offices at 19 locations globally Service delivery footprint across more than 140 countries worldwide employees 32 acre owned infrastructure in the heart of Bangalore city

6 ITC clients

7 Our global reach LBi & ITC collectively cover. Europe North America MENA Asiapac

8 Drivers of Loyalty

9 Evolution of the Marketing funnel Awareness Consideration Purchase Repeat Purchase Loyalty 9

10 SHAREABILITY A Socially Infused Funnel Awareness Consideration Purchase Repeat Purchase Loyalty

11 WHAT S CHANGED Customer Experience is more important than ever Joined up content & insight Customer advocacy is your best sales channel

12 What does this mean for loyalty?

13 Behaviour What is true loyalty? Spurious loyal True loyal Brand Evangelists: I will remain loyalty in spite of offers from competitors. Not loyal Latent loyal Satisfaction

14 What drives loyalty? Emotional value Experiential value Emotional: The brand connects with the heart creating deep affinity Experiential: The brand delivers a good customer experience at every purchase and across every touchpoint Economic value Economic: The perceived product value equates to or exceeds the financial cost

15 Behaviour Creating true customer loyalty Spurious loyal True loyal Emotional value Modern loyalty approaches create true loyalty by delivering emotional value. Not loyal Latent loyal Experiential value Economic value Traditional points based programs create spurious or latent loyalty by only provide economic or experiential value. Satisfaction

16 Creating true customer loyalty high 1. Demonstrate that your loyal customers business is appreciated and valued 1. Treat your best customers best and set in place mechanics to drive greater loyalty from the next best 2. Create deep affinity through valuable customer experience differentiation

17 Loyalty & CX in Action

18 Retail story VIDEO HERE

19 CX Technology Enablement

20 CX Solution Landscape

21 Tools Engines Channels CX Technical Components Social Media Website Mobile POS Handheld Customer Service UGC: Engagement, Promos Social Network: Fan Base, Posts Research & Buy Research & Buy Buy In Store Experience Chat, Self Service, Customer Care Crawler Analytics Commerce Content Management Search Knowledge Management

22 Case Study

23 high Case Study Nordic Airline - Ancillary Offers Platform

24 Creating true customer loyalty high 1. Demonstrate that your loyal customers business is appreciated and valued 1. Treat your best customers best and set in place mechanics to drive greater loyalty from the next best 2. Create deep affinity through valuable customer experience differentiation

25 Embarking on the Journey

26 From business drivers to business solutions in 8 weeks Types of drivers: Industry / Vertical Market / Country Business Function Innovation / Channel (e.g. Social) Requirements (Functional, Technical, Data) Business Drivers (Goals, Challenges, Opportunities) Vision (The Ideal Customer Experience) CXM Consultancy LBi: Concept & Design Content Communications Solutions (Creative Concepts & Technology) ITC Infotech: S/W, H/W, M/W Implementation Technology Solution Roadmap (Phased Implementation)

27 For more information please contact Tom Burrell Global CRM Director lbi.com Office: +44 (0) Direct: +44 (0) Mobile: +44 (0) Gajendra Ramteke ITC Infotech Norfolk House, 118 Saxon Gate West Milton Keynes, MK9 2DN, United Kingdom Phone: +44(0) Fax: +44(0)