Category: User Experience

Webinar: Creating meaningful Customer Experience with Unified CX Solutions

FREE WEBINAR: Creating Meaningful Customer Experience

                  Tuesday, October 22, 2013 − 2:00 PM to 3:00 PM MDT

Desired CX Solutions
Creating meaningful Customer Experience with Unified CX Solutions

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One of the key elements of any CRM plan is integration, the unification of all your company’s data sources and silo systems to create a single, holistic view of each customer.. Whether they are, business organization or system-based silos, they all conspire to make customer journeys fragmented, painful and costly.

A typical customer journey includes interactions via contact center, corporate portals and conventional emails. Yes every call, every click, every message counts. Enabling these journey points is paramount and Oracle is privileged to assist you in the strategic components to this journey via this webinar.

Join us for a webinar on

“Creating meaningful Customer Experience with Unified CX Solutions”
Tuesday, October 22, 2013
2:00 PM to 3:00 PM MDT
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Fusion CRM (Oracle Sales Cloud) and User Experience (UX)

No wonder CRM selection committees consider User Experience (UX) as the most important parameter in selecting right CRM solution as it is proved repeatedly that a good user experience (UX) is the driving factor behind User Acceptance. User Acceptance is a key driver that differentiates a successful versus doomed CRM implementation.

Oracle Fusion CRM is built from scratch with User Experience (UX) as the core central theme. For beginners on UX it is important to note that the UX extends beyond the look & feel and application performance. It touches multiple aspects of an application and few of the important ones are below

  • Supporting the natural user workflows in the system
  • Built in tools that help the users to perform their day to activities
  • Embedded reports / dashboards that provide insights on customers / territories / markets and
  • Access to right information at right time to CRM users

Here in this blog I would present some of the interesting UX features in Oracle Fusion CRM.

The key UX challenge in designing the application for a “Sales Manager” is to organize all relevant information that is required for “Sales Manager” in one central location. Fusion CRM “Territory Management” module is one single location where a Sales Manager can effectively perform all his day to day operations.

Sales territory management – In one centralized place, a sales manager can define the set of products / customers / geography that every sales person reporting to him is mandated to sell along with his Sales Quota. As this is a crucial activity for a sales manager to perform, the system provides certain interesting tools to make the sales manager’s life easier.

To start with rather than hard-coding the sales territories, system provides a dynamic way to assign territories by one of the eight standard dimensions that are predefined in the product (Geography, Product, Organization Type, Business Size, Sales Channel, Account and Account Type). The territory can be a combination of one or more dimensions

If you are sales manager managing dozen of sales team members, the system provides flexibility to quickly check whether there are any Overlaps / Gaps on click of a button. Overlap basically helps to find out whether the same territory is added to someone else and Gaps would let you know the territories for which you still haven’t assigned the owner.

territory2

You can also select a territory and on click of a button understand the Potential Accounts / Revenue lines that are assigned to the territory on basis of territory dimension. This gives a quick short-cut to check how well balanced the territory assignments are and if required re-balance it in an iterative manner

From a day to day operation stand-point the system provides flexibility to define multiple metrics on territories like Number of Accounts, Closed Revenue, Market Potential, and Forecasted Revenue etc by “Time Period” dimension. On click of button “Show Analytics” you would get a detailed view of these metric figures along with interactive reports for each of the territory on the metrics that you have defined. The reports are good to cover various time periods as well as compare and contrast performance of one territory against another and multiple child territories under one parent.

territory1

Now coming back to the role of Sales representative, the customer center is a single place to get the complete 360 degree view of the customer right from basic customer profile information to contacts, organization chart, interactions, tasks appointments, leads, opportunities, revenue lines etc. In addition to the above it provides an interactive assessment tool to assess the quality of leads using a well structured predefined questionnaire.

customer_center

On Collaboration front, the system has an embedded “Discussion Thread” to collaborate on the account with Account Team members and Oracle Social Network for Social Styled Conversation on an opportunity or account.

osn

Similarly with sales representative’s limited bandwidth, the optimal outcome would come out only by working on most promising opportunities. Fusion CRM Predictive Analysis Engine helps the sales representative to get answers for some fundamental questions like product that he should consider offering for a prospect / customer, kinds of customers buying certain type of products, potential revenue impact of the deal and the sales cycle time to close the deal etc. It does all the above by comparing Sales transaction history against the customer / account history.

predictor

On Mobility / Multi-channel access front Fusion CRM provides multiple ways to access your CRM information including critical reports / dashboards via Tablets, Mobile Phones as well as in your Outlook. The applications are designed in such a way that common tasks handled by people on the field can be captured using these devices when they don’t have an online access to Fusion CRM over the web. The information that you capture in your local device can be synchronized back to the server whenever you get the internet connectivity

tap iphone outlook

In addition to the above the release 7 of fusion CRM provides a Sleek Clutter Free interface as an optional interface via web to the users to perform the most common sales tasks without getting hindered with too many details. It is a so sleek that it can provide a consistent interface across multiple devices you can potentially use to access the application.

fuse_ui

For Tele-Marketing / Call Center users the application provides a Robust Telephony Interface framework that you can use to plug your back-end telephony systems to Fusion CRM. Once you are done with it, the system provides Click-To-Dial (Dial on click of a phone field) as well as Incoming Call Pop-Up on basis of caller information wherever application.

In net if you look into the aspect of User Experience in a holistic manner beyond look & feel and application performance, I would say Fusion CRM is an application that is really designed for UX….

Venkatesan Sundaram
Senior Director, CRMIT

Originally Published on Venky’s Blog

Customer Experience and Application Security – Requires a fine balancing act

There are people who are annoyed about poorly secured applications and equally good number of people annoyed about too many security measures in the applications leading to poor user experience. It is a common sense that neither security / nor experience has absolute limits and it is going to be a challenging job to achieve perfection on these measures and balance them too.

My experience with State Bank of India – Mobile banking application is a perfect example to discuss how unbalanced it is.

State Bank of India – Mobile banking application
State Bank of India – Mobile banking application

I am sure there are hardly few who know about State Bank of India mobile banking application and even if you are one among few, I am not sure how many of you are successful in installing and using the application. The primary issue over here is too many security measures at the expense of great user experience

Application Awareness …

First and foremost I am not sure why SBI doesn’t advertise / promote their mobile application in par with many of the private sector banks like ICICI Bank, HDFC etc. as mobile is seen as the way forward as a leading customer touch point and it no more seen as an optional service. May be they are not quiet sure about how well the application performs?

Knowing the general conservative perception about the bank, it could only be few technically savvy people who would have made attempts on their own (without any awareness) to search for SBI mobile application in Apple / Android market place and install the application.

First banks and organizations should not have second doubts about the acceptance of mobile applications and they should be aggressive in developing, deploying and promoting these applications to delight their customers

Activating the application ….

Assuming you are such a lucky person to do it (the application definitely offers great features at the tip of your fingers), your real issue starts in activating your mobile banking. There are three steps you have to do as a user to do this application

Step 1 – In first step of your activation after installing it from your application store, you get a cryptic alpha numeric username for your mobile banking application.

Step 2 – As step 2 you have to send another cryptic SMS containing the above username to a given phone number. This also returns you a 6 digit numeric password for application username your received in step 2.

Step 3 – Even after step 2 with a username and PIN, you can’t use the application as what you got is only a temporary PIN and to change the temporary PIN you have to visit one of the ATMs of SBI or Branch. In the ATM you have reconfirm your mobile number (It never worked for me)/ in the branch you have to let them know that this your current mobile number (I went three times in three consecutive weeks to remind the bank person to do it and meanwhile in three weeks time interval the username got expired and I have to go through the same process again….terrible experience)

If anyone after going through this thinks that it is reasonably acceptable to do all the above to ensure security, I believe he / she should be an outlier J

Can’t it be made lot more user friendly?

Why there is a need for a new user name? Why don’t it use by registered web banking user ID as the application User ID and Web banking password as the password to provide access to the application?

Knowing the bank already knows my mobile number (I have given at the time of account creation) if I key in my ATM PIN correctly in my mobile application, shouldn’t map the mobile number / PIN to my account and provide direct access to the application?

Assuming there is a catch here as there is a probability of you not having updated your mobile number and worst case the mobile number is recycled by your telephone operator to someone else, I understand there is a security issue, but still I believe it is ok as there is near zero probability of that person knowing by ATM PIN number. Worst case if required you can ask for your debit card number as well as ATM PIN number  as an additional security measure as that is exactly you do in the ATM except that you are not inserting your physical card in the ATM machine…which is ok…

Just thinking one step beyond wouldn’t be great if these mobile service providers provide a web-service that the mobile banking application can use to match and check whether it is the current mobile number for the user and provide seamless access to the application as the mobile service provides can provide by Name / Address to cross check and revalidate without any user intervention?

Application Usage Experience ….

Assuming you are all set and you are now ready to use the application, the second set of issue starts in application usage.

Every time it asks for the cryptic username it provided me. I don’t have an option to change it. Considering the fact that it is difficult to remember you don’t have an option that storing somewhere in your mobile.

Second it asks for the PIN for every transaction even if you haven’t switched to other applications. This is real nuisance. I am ok to re-key the PIN if I have switched to some other application or mobile went to idle state for some-time before I use it again but I believe it is too much if you have to key-in the PIN every-time for every request right from balance enquiry to funds transfer.

Customer Experience B/w Application Security
Customer Experience B/w Application Security

And the list doesn’t stop there. There are other issues like, it not able to fetch by linked accounts, payees etc by default. The synchronization doesn’t work and you may end up setting the duplicates again in your mobile though personally I expect everything I have already set up in my web banking made accessible in my mobile without any further steps / actions.

The funny thing on security side is it sends an SMS on every action I do and this SMS contains confidential details that are right in my SMS folder which can be accessed by others without any protection measures. I believe this is a flip-side on the security front and I am not sure why they do so.

Finally …

I believe as I stated in the opening balancing security and user experience is a fine act and unless you leverage technology / put your thoughts in have a secured but user friendly customer centric process, you might end developing a secured robust application but there may not be anyone to use it ….

Venkatesan Sundaram
Senior Director, CRMIT

Originally Published on Venky’s Blog

Idea Engineers Exchange On Customer Experiences

Recently, I attended an event on “Idea Engineers Exchange” focusing on Customer Experiences. Many professionals / technologists / business analysts from different organizations were part of this interesting event. Sharing my notes from this event here:

Session – 1

UX / CX , Channels with commerce : Intro by Prashanth

  • Forrester, CXI , Customer exp index .
  • Defects found by customer
  • Customer repeat purchase
  • Likely Experiences for referrals
  • Translate above experience to revenues
  • Incremental revenues generating – $2M $ …by referrals
  • Customer, Retailer to manufacturer communication channel on defects
  • Consumer psychology innovation

Subhradeep Guha, SAPIENT NITRO, Global capability leader, Country director

  • What is digital commerce?, Inform, inbound , engage, advanced version of e-commerce, virtual e-commerce
  • Shopping experience digitally, ASOS fashion finder, online shopping cart, looks , commerce application., NET – A – PORTER web site
  • CATALOG SHOPPING, MAGAZINE shopping
  • BURBERRY web site, streaming videos with fashion shows
  • Comments published in commerce application, liking on the site, harnessing impulse., chooses customer to buy a product
  • Impulse and emotion buyers in commerce site
  • FRENCH CONNECTION YOUTIQUE eCOMMERCE WEBSITE, 98 VIDEOS -> published with theme and importance, implication
  • Clothes service web sites, coming with experience.
  • Who is consumer?
  • Who is target consumer?
    • Toddler to senior citizen, Group , Not an individual, digital m/c and collection
    • 20+ ability to buy
    • Capacity to buy, access to technology
    • Influence decision making
    • Diff target segments
  • Where do they live?
  • Global Demographics stats: North America, western Europe, China, Japan,
  • India : young and less affluent
  • Age : single/no kids / child , family, older + , matters
  • Lives in NA, EU, JP, SK, SN,TW or AU
  • Next : Emerging markets,
  • AS WATSON in china opening physical stores
  • STORE FRONT in NET markets’ mid 1980, 1990s …it’s 1994
  • Retail experience with tasks changed
  • Black BOX in a jeep / car ..Like black box in airplane è In European cars / jeeps
  • Buying experience is linear experience.
  • Shopping with different channels..Shopping exp revolution.
  • Feedback , Grievance box for consumers
  • Connect Brands with Consumers, enabled by technology – connected by data & Experience space
  • What is technology / where are it’s boundaries?
  • How are we designing solutions?
  • How you prepared are you for the future?
  • Omni Channel è Brand experiences will drive revenue
  • INSTORE Experience & ONLINE / INTERNET EXPERIENCES
  • Pre purchase è Beyond the store è Post Purchase
  • (Exp : Pre shopping) (Exp : Post Shopping Exp)
  • Validation, Referrals, Ratings, Reviews, Forums, etc
  • TOUCH POINTS represent increased opportunities / revenues
  • HOME / WORK / HOARDING / MOBILES / PHYSICAL PLACES / IN-STORE è The extended experience space
  • Digitization of shopping / Digital assistance, Apple, Samsung Sleepy’s
  • Extending shop floor with variety of approaches
  • INSTORE, For ex New Balance, iPad …
  • Exclusivity
  • Store as Social Shopping platform. Shirt hanger with Likes / Ratings displayed
  • Store as Studio with multiple channels
  • Theater videos, Vending m/c / Amphi theatre, House,
  • Store design / layouts
  • Capturing Omni channel touch points
  • JC Penny
  • Apple has integrated its total Ecosystem
  • Starbucks listens to their customers à CRM
  • Why do connected experiences matter?
  • A consumer brand experience changes customer relationship

Session – II

Designing immersive exp – Subhindra venkateshamurthy

  • Immersive experiences
  • Immersion in Digital Spaces
  • Flipboard
  • Layar App
  • Extend experiences
  • How to create Immersive experiences?
  • Uniliver’s Share Happy Vending m/c è Ice Cream vending m/c Smile bigger , you get bigger ice-cream
  • Gamify
  • Connect with people’s emotions
  • Set clear goals
  • Rewards
  • Social
  • Allow for discovery
  • All games are Social now
  • Make thing’s for Fun
  • Visit thefuntheory.com ..Elevator vs Steps ..In one of shop they made STEPS like Piano, people strated using Piano steps rather than real elevator.
  • Piano Staircase: (Customer Experience videos)
  • http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded
  • Sneakerpedia , Social Recognition
  • Meaningful contribution
  • Nissan Eco-Friendly , grow tree on DASH BOARDS

Bhaskara Reddy Sannapureddy

Technical Architect, CRMIT

Google Chrome & Customer Experiences

Let us say, you are reading a long article from your favourite website. It goes on and on, you like it, but there is no time, you need to leave NOW. Otherwise you won’t be able to catch the bus to reach home.

With heavy heart, you shut down the computer, leave your office, get inside the bus, find a cozy seat… Ah, Bliss!

But, this comfort lasts only few minutes. Suddenly, you are bored, really bored. It will take at least 45 minutes more to reach home. ‘May be I can finish that article now?’

So, you take out your smart phone, open the internet browser and start searching for that article. No luck. Even after many different combination of keywords, you are not able to find it.

This is crazy, just a few minutes back you were reading that article, now you are not able to locate it. Looks like you can’t read it till you reach office tomorrow morning, switch on the same computer, and use the same browser, so that you can find the article from “Recently Viewed Items”.

Oops. This is bad Internet experience. Just because I switched to a new device (Smart Phone), I lost all my internet browsing history. Not fair!

Google realized this and they have come-up with a cute little concept called “Browser Sync” across devices. This means, irrespective of where you access internet from (Your office PC, home PC, Smart Phone, Tablet PC, any other device), your browsing experience remains the same, as long as you use Google Chrome as your browser.

For example, I may be reading a long article in PC, continue reading it in phone, go home and share it with my friends via a different PC. Tomorrow, I may be sitting with a client in their office, suddenly remember this interesting article and show it to them by opening it in their laptop… All these browsers are synchronized with each other, so that I have the same internet browsing experience wherever I am.

Now, let us not worry about the technicalities on how Google achieved this. Instead, we need to focus on how this changes the way we experience internet.

Each device we use to access internet, is a new channel. All of them connect us to the same internet, we access the same websites, but the browsers installed in those machines, make it a ‘silo’ experience. Means, Browsing internet from my computer, is different from Browsing internet from my phone, they are two disconnected experiences.

With “Browser Synchronization”, Google has totally removed this complexity. Irrespective of which channel (device) I use, my browsing experience remains the same. I can start my journey in one device, continue in another, and finally conclude it in a totally difference device. Smart!

Let us take this example to a real world scenario : I open a newspaper and there is an ‘interest’ing advertisement about a new scheme where I can get better returns on my Fixed Deposits.

I like it, decide to invest some money in this scheme. I visit the Bank’s website for applying.

Surprise. There is absolutely no information in the Bank’s Website homepage about this advertisement I just saw. I search a bit, Not able to find it.

So, I call their support center. provide details on who I am, and ask for details on how to open a Fixed Deposit using this scheme. Even they are not aware of the changed rates and promising to get back to me asap.

Now, I am frustrated. These guys want my business or not?

Problem is, I am moving between channels : Newspaper, Web, Phone : Each channel may be very sophisticad, may have excellent technology backbone, Yet, they are not connected. Each has its own way of providing information and they are not synchronized yet. As a result, I am not getting a consistent experience.

Instead, Imagine this case :

  • I see a Newspaper Advertisement
  • This Advertisement has a special URL
  • Instead of going to the regular website (http://www.mybank.com/) I go to this URL (http://mybank.com/newFD)
  • It provides me all the details about the advertised scheme
  • I can fill out a form to express my interest
  • This form gives me a Unique Code, The same code is SMSed to my phone number
  • I walk into the branch, Give this Unique Code to them from my phone
  • They have a prefilled document with all my details, where I need to just sign, provide my cheque and the account is opened… All done in 60 seconds

Now, we can go a step ahead and make it 100% electronic, but that is not the point here. Even in the second example, I switched between multiple channels (Newspaper, Web, Physical Branch), still my experience is consistent, which saves time for everyone, avoides errors, and improves the overall customer satisfaction.

Google has done it with a common browser across multiple devices. Companies need to start thinking what / where / how they can “Sync”, so that the “Customer Experience” is improved.

Naga Chokkanathan

Senior Director, CRMIT

Originally Published In : http://nagachokkanathan.wordpress.com/2012/07/04/google-chrome-customer-experiences/

Oracle CX

In the last couple of days, Oracle made some very important announcements with respect to their Customer Experience Management ( CEM / CXM / CX ) Strategy.

To start with, Oracle’s Social Media Channels on CX were launched. They have tons of content / case studies / interviews / videos etc., which talk about what needs to be done for providing best experience to your end customers:

https://www.facebook.com/OracleCustomerExperience
https://twitter.com/OracleCX
http://www.youtube.com/OracleCX

Next, Oracle planned a dedicated event, to talk about the importance of handling customer experiences, and why Oracle is positioned to provide the required technology and business support to make it happen. We have provided links to two important videos from this event, along with our notes from these videos

1. Oracle President Mr. Mark Hurd : http://medianetwork.oracle.com/video/player/1709741223001
2. Oracle Senior VP Mr. Anthony Lye : http://medianetwork.oracle.com/video/player/1709791302001

Oracle President Mark Hurd On The CX Revolution

  • Having a good product is not enough; you need a great relationship with the customer, and provide great customer experience
  • Customers who enjoy a great customer experience, are ready to pay 30% more for it
  • New set of customers evolving, people growing with the digital world: Digital Natives, Their expectations on service, are higher
  • 3 Important Things:
  • 1. Ability to connect with your customer, wherever they are
  • 2. Meaningful Interactions that make a difference / knowing everything possible to make a difference
  • 3. Execute a transaction when opportunity exists
  • Mostly starts with an Opportunity or a Crisis, meaningful information, chance to do something about it, relationship changed forever
  • Sometimes, these opportunities are too short : Example, dialing a call center : Just 2 minutes available to know everything about my problem and give me a positive experience, that I will remember forever
  • Oracle is the only company on the planet to do all the required steps to provide a better CX to your customers

Oracle Senior VP Anthony Lye on the CX Revolution

  • Oracle has been in CRM business for a long time. We have enabled organizations’ Sales / Marketing / Services teams based on workflows etc.,
  • As the products were commoditized, experience was the only thing that made a difference. Product can be copied, Experience can’t be
  • Companies need to interact with customers, where they are : Multi Channel Experience
  • Customers may start their experience in one channel, and continue it in another : In that case, are you going to start the process all over again?
  • Create simple flows / journeys across these channels
  • Channels can no longer be isolated from one another
  • Enable an organization to work as a single entity to provide the best value to the customer
  • Organizations need to know more about the customers, to provide them best experience
  • Traditional thought process of “Customers spending more are the best customers” is not true anymore. We need to look at multiple values now : Transactional Value, Social Value (Referral Value) and Behavioral Value
  • This new thought process on “Customer Lifetime Value”, changes your business, all elements of it from Marketing / Segmentation, to sales, to service
  • Companies expect customers to tell them who they are, so that you can get the best experience, and reward them accordingly
  • Social has to be implemented in the very core of the overall architecture
  • Technologies for IT, which enables line of business, which enables end customers
  • Solutions should be available on the cloud
  • Oracle’s CX Strategy : Our Solutions : Organic Development + Acquisitions
  • We Purchased companies which were great, but couldn’t cover the whole story independently : ATG (Selling Experience), Fatwire (Marketing Experience), Endeca (Search Experience), Inquira (Support Experience), RightNow (Service Experience), Vitrue (Social Experience), Collective Intellect (Social Experience)
  • These apps work well with our CRM Solutions such as Siebel, Fusion CRM / Master Data Management Solutions; they are complemented by our BI solutions, Social Capabilities