Presentación de Ana del Amo, Principal Sales Consultant en Oracle para la jornada Plataformas y soluciones eCommerce, celebrada el pasado día 15 de Junio de 2010

1. <Insert Picture Here> Jornada Plataformas y
Soluciones eCommerce
Self-Service:
Optimice cada interacción con el cliente
Ana del Amo
Principal Sales Consultant

2. “El Personaje del Año”
“...The new Web is a very
different thing.
It's a tool for
bringing together the
small contributions of
millions of people and
making them
matter....”
(Time Magazine, March 24, 2008)

3. ¿Quién es ese Personaje/Cliente?
A busy and challenging job
Family holiday and active life style
Hola!
Mi nombre es Victor, The family
tengo 39 años y este
Knowledge es mi mundo.
Home and
and self Necesito estar everyday life
learning actualizado.
nt
me
ertain
Ent
New trends
Relationship

4. Cuatro Imperativos para el éxito
Aproveche la Concéntrese en
la efectividad y
Información
la eficiencia de
del Cliente
los procesos
Ayude a
Aumentar la Optimice cada
Efectividad de Interacción
los Equipos con el Cliente
de Venta

5. Cuatro Imperativos para el éxito
Aproveche la Concéntrese en
la efectividad y
Información
la eficiencia de
del Cliente
los procesos
Ayude a
Aumentar la Optimice cada
Efectividad de Interacción
los Equipos con el Cliente
de Venta

6. Interacción Multi-Canal
Mobile Online Contact Center Field Sales Puntos Venta Community TDT iTV Instaladores
CRM
Integrated End-to-End Process
Division A Division B Acquisition Outsourcing Partner

7. Optimice cada Interacción con el Cliente
“El coste de las transacciones por Internet representa sólo una fracción del
coste que generan las transacciones offline.”
Erik Brynjolfsson, Profesor – MIT Sloan School of Management
“La Web se está convirtiendo en el canal de autoservicio de preferencia debido
a la creciente penetración del servicio de banda ancha y el bajo costo del
canal Web tanto para clientes como para empresas”.
Informe de Estrategias de Autoservicio, 2007

8. La Evolución del Self-Service
Market
ls Leading
ve
n Le
o
o pti
Ad
1990’s 2000’s 2010’s
Basic Enhanced Market Leading

9. ¿Son sus clientes sus FANS?
52%of Social network users became fans
of a company or a brand
Socially networked customers buy more

10. Una Completa Solución de Self-Service
Multiple Billing
Sources
E-Support
E-Support E-Billing
E-Billing Siebel
Web Services CRM
Siebel
C/OM
E-Commerce
E-Commerce
One Consistent Online Customer Experience Across Channels
Web
Web IVR
IVR Call Center
Call Center In-Store
In-Store Chat
Chat

11. Ir Dónde Están Sus Clientes
Ventas en la Web
Accelerate Buying Decisions
• Robust online commerce capabilities
• Search & knowledge management
• Advanced chat
• Cross-channel collaboration
• Cart and checkout assistance
Maximize Conversion & Order Size
• Intelligent offers from the E-Bill
• Relevant, real-time targeted messages
• Up-sell and cross-sell based on history
• Chat integrated with Siebel Contact Center
• Web page ‘Push’ from agents
Breed Retention & Loyalty
• Engaging Rich Internet Application (RIA)
• Highly personalized & intelligent interactions
• Create ‘stickiness’ with E-Billing, E-Commerce
& E-Service cross-promotions

12. Siebel E-Commerce
• Browse Products: Keyword &
parametric search, compare,
related products and promotions,
KM integration, chat, and product
category specific default views
• Configure: Complex products,
editable promotions, and simple
product
• Checkout: Manage multiple
shopping carts, checkout, and
view order status
• View/Modify Assets: View
individual/company assets and
modify configurations
• Industry: Specific purchase flows,
New service, Suspend/Resume
service, change package, etc

13. Configuración & Extensión
Hay múltiples niveles de configuración en Self Service :
TYPE ROLE TOOLS TASKS
Siebel Business User Siebel •Maintain product catalog
Configuration Business •Maintain price matrixes
applications •Maintain configuration rules
Site Business User Admin UI •Create and Maintain Sites
Administration •Change look and feel with Template
Mapping
Site Developer JDeveloper •Define Templates referred to by
Configuration business users
& Extension •Update CSS style sheet
•Extend JSF page layouts and flows
•Extend Business Components

14. Definición de Producto

15. Definición del Catálogo
Catalog
Image

16. Página de detalle del Producto
Promotions
Related Products
Attribute values
and Features
Integration with
E-Support

17. Configuración: Plantillas de Página
• Browse Products template
(.jspx)
• Rules for mapping based
on context (site, product
category)

18. Configuración: Page Template Setup

19. Diseño de Página
left1 Right1 • Predefined placeholders
left2 for Bins
• Declaratively move Bins
around
• Add new Bins

20. Integración de Contenidos
1
Translatable
Prompts
Resource bundles
2 5
Catalog Image Knowledge
Management
3
Product
attributes
Defined in
Siebel
4 Your
Any Content
Management
Content
WebCenter Extension Here
System (WebDAV) (JCR 170)
4

21. Integración de Contenidos
Literatures

22. Self Service
Login Browse Browse Select
Categories Products Offer
Eligibility
RTD
1.Send
Customer 2-n.Send Context
4-n.Learn
ID 3-n.Return Offer

24. Real Time Decisions
La mejor propuesta en tiempo real para cualquier canal
• Tomar la mejor decisión posible, utilizando la
información más actual y en tiempo real.
Teniendo en cuenta lo que ocurre en el
momento de la interacción y en un contexto Operational
concreto.
Applications
Y la información analítica de la que
disponemos.
Creando nuevos patrones de comportamiento Real-Time
de forma automática a través del
autoaprendizaje. Decision Solutions
Modificando incluso el flujo del proceso de
negocio para optimizar el resultado.
BI & Analytics
Intelligent Offer Generation
E-Commerce Promotions
Solutions
RTD recomienda la “siguiente mejor actividad” en todos los canales

25. Ayudar a que los Clientes se Auto-Ayuden
Mejor Servicio a un Menor Coste
Manage Accounts 24x7
• Search a knowledge base
• Auto-find solutions to deflect service requests
• Initiate and manage service requests
• Real-time information & service updates
• Update and modify account information
Leverage Cutting-Edge UI
• Combined corporate and user generated content
• Interactive and fun UI across channels
• Text or multi-media attachment
• Discussion forums and reviews
Provide Ease Of Use With Chat • Skill-based escalation through chat
• Customer account, active SR, recently viewed KM
documents visible to agent
• Web Page ‘Push’ URL
• Intent based responses
• Recorded chat sessions saved

26. Cubrir Nuevas Expectativas
Análisis de las Interacciones
The Challenge The Opportunity The Value
• Save $20-35/customer/year
Exorbitant Call Oracle Self-Service and $100s to $1,000s/business
Center, print, mail & E-Billing Solutions customer/year
processing costs
• Reduce Days Sales
High Days Sales Outstanding by 2-4 Days
Outstanding (DSO)
and lengthy • Increase user adoption:
collections cycles average of 25-60% adoption 2
years after deployment
Low user adoption
levels • Realize ROI < 6 months
(average)
Deflect call center calls and
High churn levels deepen customer relationships • Oracle Self-Service E-Billing
due to lack of users are 60-90% less likely to
with industry-leading
differentiation call your Call Center
Self-Service E-Billing solutions.

27. Oracle SelfService
Oracle is the ONLY vendor able to provide
all 3 pillars of effective self-service.

28. Una plataforma Única
Los usuarios de hoy son “Sociales”
Recent Favorites Search
Preferences
Notifications
Presence
Email
Contextual Wiring
Discussions Documents Communities

29. Siebel Self-Service
Paquete vs. Componente vs. Desarrollo
Packaged Component Custom
• Full UI app integrated to • Self-Service Framework • Build from scratch or
Siebel – UI components built on integrate existing systems
– Siebel E-Support WebCenter Suite with Siebel
– Siebel E-Commerce – Channel service layer for • Leverage Siebel services
• Less UI flexibility integration to Siebel CRM • Oracle or 3rd party dev tools
• Fewer technology choices • Augment flexible custom • Most flexible UI and choice of
development technology tools

30. Solución Completa: “ecommerce-in-a-box”
Siebel E-Commerce delivers a rich and dynamic selling experience to
increase conversion rates and order sizes.
KEY FEATURES
• Browse Dynamic Catalogs
• Advanced Pricing & Promotions
• Keyword & Faceted Search
• Product Comparison
• Related Products
• Real-Time Decisions (RTD) Product Recommendations
• Product Configurator
• Shopping Cart & Checkout
• Asset based ordering
• Integrated Chat
• Integrated Knowledge Management