Keynote presentation at Forrester Customer Experience Summit, June 18, 2015 in New York.

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The Advocacy BluePrint:
Building Innovative Experiences That
Transform Customers Into Advocates
Bill Hobbib, VP Customer Experience
bill.hobbib@oracle.com
Linkedin: linkedin.com/in/billhobbib
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70% of Fortune 500 firms in
1990 are gone today, and 50%
are gone since 2000
Very few retailers survive
beyond a decade
Iconic brands disappear

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The buyer is in control.
(But you‘re often still marketing and
sellingas if this wasn’t true.)

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Today, Everyone Wants to be Customer-Centric.
A Few Companies Actually Get It.
“Companies were in control up until 2000.
But now the customer is in the driver’s seat.
If you embrace that, you will thrive.
If not, then by 2020, you will not survive.”
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— Jamie Nordstrom

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The Ultimate Reward: Advocate Customers
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They Spend More…
Spend 2Xas much as regular customers
And Stay Longer…
5X greater lifetime value
But Most Companies Never Get
There…
of customers cite no
relationship with a brand.
— Harvard Business Review
77%
Growth
(indexed)
Years
5 10 15 20 25
100
200
300
400
500
Loyalty Leader
Average
Net Promoter Relationship to Growth
Source: Bain & Company: How is Net Promoter Score℠ related to growth?
They Help You Grow Faster…

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Revenue Upside Potential From Doing This Well
$1.6 billion
wireless service provider
$1.4 billion
airline
$ 825 million
credit card provider
Source: Forrester, “The Business Impact Of Customer Experience” (March 2014)
11% higher hotel rate for 1-point swing in travel
review rating
46% more revenue/room for 4+ hotel vs 3 rating
$14,099 average lifetime value of loyal
premium coffee chain customer
$10,000+: lifetime NPV of loyal
affluent retail banking customer
Sources: Cornell University School of Hotel Administration, “The Impact of Social
Media on Lodging Performance,” Kissmetrics, “Calculating Lifetime Value”, Bain
“Customer Loyalty in Retail Banking

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Yet Many Companies Still Fall Short. Why?...
The Customer Experience is Broken.
of customers have discontinued
communication with a company because
of irrelevant promotions and messages.
— Blue Research
94%
It’s Transactional
of customers don’t receive a
consistent experience across
channels.
— Accenture
78%
It’s Fragmented
82%
Departments Struggle to Bring
Together Customer Data
of enterprise marketers have
no synchronized view of
customer data.
– Forrester

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Time to Take a Different Approach
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Source: Corporate Visions

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Getting millions of consumers to engage with their brand
Support 400 Social channels globally, with 500 people touching social daily around the globe to improve customer care,
build GM’s brand, support corporate reputation. “Customers don’t care about our org chart—they just care about
getting answers as quickly as possible. We can’t win doing this in individual silos—we need to look like one team, one
GM…Being in social is not an option…ROI tough to measure in dynamic business…corollary to ROI is Cost of Ignoring.”

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Interactive gaming company
Delivering service where their customers are—within the game
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Customers access service directly from game. Company walks fine line between responding directly to
game character, or determining issue is severe enough to respond to “Customer”. Service during
product launch ramps from zero to millions of transactions.

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Sports-branded clothing retailer
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Solve problem of separate sites/silos for online, mobile, in-store.
Personalized customer experience based on vast number of variables (behavior, gender, geo location,
purchase history). CSRs have real-time insight into customer lifetime value. Segment-specific emails,
targeted landing pages, menu options, product recommendations.

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Data storage systems company
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Storage appliances self-diagnose issues. When problem diagnosed, device captures all appropriate
diagnostics, searches knowledge, automatically creates a case, routes to engineer. Engineer has all of
the solutions – can just request permission from customer to apply
Proactive service for data center storage appliances

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Customer Advocacy Blueprint
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10 Steps Toward Customer Advocacy
Gain most complete view
of customer & employee
data, connect silos
16
Excel at individual
interactions
INSIDE OUTOUTSIDE IN
Provide connected,
personalized journeys
and customer intimacy
Engage customers via
multiple channels
Make it easy to do
business with your
company
Proactively listen to
voice of customer and
include in innovation
Rethink customer service
metrics
Involve and engage
employees in all steps of
the process
Assess cross-org
performance around
engaging customers
Institute cultural change
around customer
obsession

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Oracle’s Viewpoint of Innovation
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Your customer’s journey could be like this…
18
2. Tailor my engagement
based on all interactions
3. Personalize best offer for
my budget and needs
4. Keep the transaction
process simple
7. Anytime/anywhere
customer care
8. Listen and share my experiences
1. Provide me with relevant and
timely content and offers
5. Flawless and
on time delivery
6. Personalize timely and
relevant recommendations
Attract &
Nurture
Engage &
Close
Support &
Listen

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Oracle Customer Experience Suite
Oracle
Marketing
Integrated Customer Experience Foundation
Social
Collaboration
Mobile Integrations
Oracle
Sales
Oracle
CPQ
Oracle
Commerce
Oracle
Service
Analytic KPIs
Dashboards
Predictive
Analytics
Oracle
Social
Industry Solutions
The Complete Customer Experience Platform

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EXPERIENCE
MANAGEMENT
REPORTINGSITE SEARCH &
NAVIGATION
RESPONSIVE
DESIGN
PREVIEW PROMOTIONS &
RECOMMENDATIONS
COMMERCE &
PROMOTIONS
CATALOG & PRODUCT
MANAGEMENT
CONTENT
MANAGEMENT
AGENT FACING
TOOL
Commerce Cloud
All the commerce features you need
to attract, convert, and retain customers.
Reimagined for the Cloud

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Excel at individual interactions
Deliver connected, personalized journeys across all channels
Connect cross-org processes & customer data, eliminate silos
Implement cultural change around customer obsession
OUTSIDE
IN
INSIDE
OUT

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Putting This Into Action
How are you innovating and building your unique competitive advantage with
customer experience?
Oracle Confidential – Internal/Restricted/Highly Restricted 22
Understand what journeys drive revenue, loyalty and advocacy—and nail them!

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Discussion/Questions
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Email: bill.hobbib@oracle.com
Linkedin: linkedin.com/in/billhobbib
Twitter: bhobbib