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d. Insert Information Protection Policy Classification from Slide 12

Action Leadership in CX

Melissa Boxer
Vice President,

Brian J. Curran
Vice President, Customer Experience
Strategy and Design
 Customer Experience is Top of Mind
93%
Customer Experience Objective of executives say improving their customer’s
experience is one of their top three priorities in the
next two years.

20%
of annual revenue estimated to be lost for failing
to deliver a positive CX

91%
nearly all businesses wish to be considered the
CX leader in their industry

Source: Global Insights on Succeeding in the Customer Experience Era, 2013

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 Good CX and Revenue Growth
Irrespective of metric used, the correlation is undeniable

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 CEO’s are taking notice
Almost every category leader (95%) obsesses on customer intimacy

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 Many Struggle To Develop Successful Strategies
Stuck In An Execution Chasm and Falling Further Behind The Leaders

20%
Consider their CX
initiative “advanced”

37%
are just getting
started with a formal
CX initiative

Source: Global Insights on Succeeding in the Customer Experience Era, 2013

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 The CX chasm
Can impact revenue by up to 20%

49% but the truth is …

89%
of executives believe of customers have
customers will switch switched already2
brands due to a poor
customer experience1

80% but the truth is …

39%
of business execs say they’re of companies earned
doing a Good to Excellent job a CX index of Good or
of delivering a positive, relevant Excellent from customers
and consistent experience to
their customers
1 “Global
Insights on Succeeding in the Customer Experience Era,” Oracle, February 4, 2013.
2 RightNow (acquired by Oracle in March 2012) and Harris Interactive, “Customer Experience Impact Report,” December 2011.

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 Bridging the Execution Gap

Thought Leadership

Action Leadership

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 Customer Experience Strategy
Designed around value
Customer Value
Attitudes, Behaviors, Needs

Desirable Experience Design

CX
Strategy
Solution Value Business Value
People, Process, & Technology Feasible Viable Acquisition, Retention, & Efficiency
Solution Design Business Design

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 CX Strategy & Design Approach

STRATEGIC
BUSINESS IMPACT INNOVATIONS CUSTOMER NEEDS
OBJECTIVES
Emotions
Acquisition Goals
Retention Interactions
Efficiency ISSUES INSIGHTS

TRENDS & ACCELERATORS

Technology, Behavioral, Business Trends

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 5 Steps to kick off your Action Plan

1. Understand your Customer’s Needs throughout the Lifecycle

2. Understand your Financial and Customer measurements
3. Understand the Role your Brand Attributes plays in CX
4. Determine the Trends that are Accelerating your Market
5. Journey Map and Build a CX Innovation process

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 1.) Customer
Needs

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 The Customer Lifecycle
PURCHASE RECOMMEND

4 8

SELECT 3 BUY OWN 7 MAINTAIN

Market & Sell Support & Serve
1 5

2 6

RESEARCH NEED RECEIVE USE

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 Solve for customer needs at multiple levels
Connect at an emotional level
Emotional Needs
• What’s important, meaningful

Goal Needs
• Current goal, “job to get done”

Interaction Needs
• Task at hand, step in the process

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attitudes drive behaviors deliver results

experiences
influence

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2.) Measurements

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 Impact of Experience on Business Performance

Impact of Experience
Customer

Disruptive Distant Engaged Loyal Advocate

Frustrating Neutral Useful Usable Meaningful

Experience

• Difficult, repetitive • Commoditized • Functional • Easy • Desirable

• Inconsistent, • Acceptable • Consistent • Intuitive • Personal
inaccurate • Low-to-no • Expectations • Expectations met • Expectations
• Expectations unmet expectations managed exceeded
Business

Suffers Survives Competes Differentiates Dominates

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 So what should I be measuring ?

Customer Satisfaction Index

Net Promoter Score
Customer Effort Score

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 Achieve Sustainable Business Growth & Profit
CX = A + R + E

ACQUISITION RETENTION EFFICIENCY

(INCREASE SALES) (MONETIZE RELATIONSHIPS) (LEVERAGE INVESTMENTS)

GENERATE MORE INCREASE SHARE INCREASE

OPPORTUNITIES OF WALLET ROIC / EVA

INCREASE DRIVE INCREASE

BRAND EQUITY LOYALTY PRODUCTIVITY

INCREASE DRIVE DECREASE

MARKET SHARE ADVOCACY COST OF OPERATIONS

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 3.) Brand
Attributes

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 Customer Experience can describe…

 A Product Experience:
the experience of using a product/service
 An Engagement Experience:
the experience of buying and owning a product/service

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 Attributes of Desirable Experiences
Desirable experiences are made up of 3 categories of attributes

Useful (function) Usable (effort) Meaningful (emotion)

• Features • Convenient • Stylish
• Price • Easy • Reputable
• Selection • Intuitive • Trusted

What a product/service How easy is it to engage How meaningful

offers customers an organization and it’s experiences are at an
functionally offerings emotional level

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 Brand Promise
Align Your Brand Promise To Your Persona’s Priority

Your Brand Promise

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 4.) Trends

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 Use of Technology is Exploding

Social Mobile Data Cloud

Driven by a combination of Accelerated Trends
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 Behaviors Are Rapidly Evolving

Always Connected Always Sharing Always Aware

The Rate Of Adoption Is Unprecedented
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 Expectations And Demands Are Rising

More Options More Access More Influence

Increasing At Home, Where You Buy & Where You Work
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 5.) Journey
Mapping

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 Begin by Bringing Your Silos Together
And Map Your Customers’ Journeys

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 Introducing CXJM Workshops
A new way to start the process of becoming more customer centered

 Hands-on, action-oriented
events
 Drives teams to work together
to solve real customer issues
 Walk away with approachable
process and tools

Pictured: Public Sector Journey Mapping Workshop with GovLoop in DC

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 University New England Student Lifecycle
20 Cross-Functional Participants Applying the Oracle CXJM approach

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32 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 http://dschool.stanford.edu/student/doug-dietz/
33 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 http://dschool.stanford.edu/student/doug-dietz/
34 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12
Select a specific
WISH I I’M THAT
customer to mapAM I
WAS REALL LOOK
WILL
MOM
NO!
REALL IT NO!
ATTITUDES AT Y S CAN’T
Y HURT PLEAS
SCHO NERV SCAR HELP?
SICK?
GOES ME?! E NO!
OL OUS Y! SEES
TO RIDES WALK SEES CRIES GOES
DOCT GETS
INITIA …
ACTIONS
L
TO
HOSPI
… CHEC
KS IN
S TO
MRI
MRI
MACHI
&
RESIS
… OR A
THRO
UGH
ENTE SHOT
DOCT T’L ROOM NE TS MRI
R
OR CHEC DOCT
IMAGI IMAGI
DOCT KIN OR
PEOPLE
ON STAGE

MOM NG MOM NG
OR NURS ANES
TECH TECH
E TH.
TAKE- DESK SHOT
MRI MRI
HOME & CHAR &
THINGS
PACK
CAR
COMP T
MACHI
DRUG
MACHI
NE NE
ET UT. S
PATIE
HOSPI SYSTE
TECH. NT IMAGI
BACK STAGE

T’L M
PEOPLE
WRITE
BLDG ADMIN
DOUG SAFET NG
R Y TECH
MGR PATIE . IMAGI
TEAM
STAFF
RESE NT NG
PAGIN
RV. RECO DRUG RECO
THINGS
SYSTE RD
G
ROOM RD
35 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 SYSTE
M SYSTE SYSTE
 WISH I I’M THAT
AM I WILL NO!
WAS REALL LOOK MOM
REALL IT NO!
AT Y S CAN’T
Y HURT PLEAS
SCHO NERV SCAR HELP?
SICK?
GOES ME?! E NO!
OL OUS Y! SEES
TO RIDES WALK SEES CRIES GOES
DOCT GETS
INITIA
L
TO…
HOSPI
… CHEC
KS IN
S TO
MRI
MRI
MACHI
&
RESIS
… OR A
THRO
UGH
ENTE SHOT
DOCT T’L ROOM NE TS SIDE MRI
IMAGI RCOST
OR EFFEC
CHEC STAFF DOCT OF
IMAGI NG T IMAGI
DOCT KIN 2X ORDRUG
MOM NG MOM TIME + COST NG
OR NURS ANESS
TECH S TECH
E TH.
TAKE- DESK SHOT
MRI MRI
HOME & CHAR &
CAR MACHI MACHI
PACK COMP T DRUG
NE NE
ET UT. S
PATIE
HOSPI SYSTE
TECH. NT IMAGI
T’L M
WRITE DOUG SAFET NG
BLDG ADMIN
EVALUATE & PRIORITIZE R
MGR PATIE .
STAFF
Y
TEAM
TECH
IMAGI
RESE NT NG
Identify the moments that matter
RV. RECO
PAGIN
DRUG RECO
G
SYSTE RD ROOM RD
36 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 SYSTE
M SYSTE SYSTE
 I’M

WHY?
WISH I THAT
AM I WILL NO!
WAS REALL LOOK MOM
REALL IT NO!
AT Y S CAN’T
Y HURT PLEAS
SCHO NERV SCAR HELP?
SICK?
GOES ME?! E NO!
OL OUS Y! SEES
TO RIDES WALK SEES CRIES GOES
DOCT GETS
INITIA
L
… TO
HOSPI
… CHEC
KS IN
S TO
MRI
MRI
WHY?
MACHI
&
RESIS
… OR A
THRO
UGH
ENTE SHOT
DOCT T’L ROOM NE TS MRI
R
OR CHEC DOCT
IMAGI IMAGI

WHY?
DOCT KIN OR
MOM NG MOM NG
OR NURS ANES
TECH TECH
E TH.
TAKE- DESK SHOT
MRI MRI
HOME & CHAR &
CAR MACHI MACHI
PACK COMP T DRUG
NE NE
ET UT. S
PATIE
HOSPI SYSTE
TECH. NT IMAGI
T’L M
WRITE DOUG SAFET NG
BLDG ADMIN
UNDERSTAND & EMPATHIZE R
MGR PATIE .
Y
TEAM
STAFF
TECH
IMAGI
NT
Ask why, RESE
create
RV. empathy maps RECO
PAGIN
DRUG
NG
RECO
G
SYSTE RD ROOM RD
37 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 SYSTE
M SYSTE SYSTE
 WISH I I’M THAT How might we
AM I WILL NO!
REALL
WAS REALL LOOK
IT
manage MOM
NO!
AT Y S FEAR? CAN’T
Y HURT PLEAS
SCHO NERV SCAR HELP?
SICK?
GOES ME?! E NO!
OL OUS Y! SEES
TO RIDES WALK SEES CRIES GOES
DOCT GETS
INITIA
L
TO…
HOSPI
… CHEC
KS IN
S TO
MRI
MRI
MACHI
&
RESIS
… OR A
THRO
UGH
ENTE SHOT
DOCT T’L ROOM NE TS MRI
R
OR CHEC DOCT
IMAGI IMAGI
DOCT KIN OR
MOM NG MOM NG
OR NURS ANES
TECH TECH
E TH.
TAKE- DESK SHOT
MRI MRI
HOME & CHAR &
CAR MACHI MACHI
PACK COMP T DRUG
NE NE
ET UT. S
PATIE
HOSPI SYSTE
TECH. NT IMAGI
T’L M
WRITE DOUG SAFET NG
BLDG ADMIN
REFRAME THE PROBLEM R
MGR PATIE .
STAFF
Y
TEAM
TECH
IMAGI
RESE NT NG
Use a deep understanding of needs
RV. RECO
PAGIN
DRUG RECO
G
SYSTE RD ROOM RD
38 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 SYSTE
M SYSTE SYSTE
 WISH I I’M THAT How might we
AM I WILL NO!
REALL
WAS REALL LOOK
IT
manage MOM
NO!
AT Y S FEAR? CAN’T
Y HURT PLEAS
SCHO NERV SCAR HELP?
SICK?
GOES ME?! E NO!
OL OUS Y! SEES
TO RIDES WALK SEES CRIES GOES
DOCT GETS
INITIA
L
…
TO
HOSPI
… CHEC
KS IN
S TO
MRI
MRI
MACHI
&
RESIS
… OR A
THRO
UGH
ENTE SHOT
DOCT T’L ROOM NE TS MRI
R
OR CHEC DOCT
IMAGI IMAGI
DOCT KIN OR
MOM NG MOM NG
OR NURS ANES
TECH IDEA: TECH
E TH.
CAMP
TAKE- DESK GUIDE MRI SHOT
MRI
HOME IDEA: & CHAR &
CAR MACHI
IDEA: MACHI
PACK CAMP COMP T DRUG
NE FUN NE
ET BACK UT. S
PK AS PATIE
HOSPI SYSTE CAMP
TECH. NT IMAGI
T’L M
WRITE DOUG SAFET NG
BLDG ADMIN
REDESIGN EXPERIENCES R
MGR PATIE .
STAFF
Y
TEAM
TECH
IMAGI
RESE NT NG
Influence attitudes to change behaviors
RV. RECO
PAGIN
DRUG RECO
G
SYSTE RD ROOM RD
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M SYSTE SYSTE
40 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12
 CXJM Workshop Materials
Goal: Cohesive collection of strategic & actionable approaches
Business Value  Designed for rapid adoption
and org alignment
 Focus of methods: simple
over complex, common
vocabulary, cohesive,
actionable
 Approaches & principles that
Experience Design
can scale: top-to-bottom,
end-to-end, and run
iteratively

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 5 Steps to kick off your Action Plan

1. Understand your Customer’s Needs throughout the Lifecycle

2. Understand your Financial and Customer Measurements
3. Understand the Role your Brand Perception plays in CX
4. Determine the Trends that are Accelerating your Market
5. Journey Map and Build a CX Innovation Process

42 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12
43 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12
44 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12