跨渠道(电子商务客户服务)解决方案.pdfVIP

EmPowering People, EmPowering Brands With 跨渠道（电子商务/客户服务）解决方案 许诗敏 甲骨文大中华区电信行业解决方案总监1 Copyright ? 2012, Oracle and/or its affiliates. All rights reserved. 多渠道服务和跨渠道服务的差异 Definition Multi Channel 多渠道允许运营商通过一个或以 上的销售渠道直接销售给客户， 但这些渠道都是各自独立的平台 Cross Channel 跨渠道允许运营商让客户在购买 过程的任何时间可选择任何渠道， 并基于一个综合平台让客户同时 享受无缝的交易切换 Capabilities and Benefits ? Mobile Commerce ? Online Presence ? In-Store excellence ? Store Inventory optimization 2 Copyright ? 2012, Oracle and/or its affiliates. All rights reserved. ? Seamless interactions ? Consolidation of Customer, Product and Order Data ? Personalization and Customer Insight ? Increase in NPS 跨渠道 平均来说, 超过 ?的消费者使用两种或更多的渠道来浏览、研究比较并购 买产品.1 85% 的购物者希望所有的购物体验是一致化的.2 来源: 1 4th Annual MyBuys/e-tailing group Consumer Insights Survey 3 Copyright ? 2012, Oracle and/or its affiliates. All rights reserved. 3 购买习惯 Cross Channel is key. Consumers use mobile and other channels to support shopping experiences, but prefer to purchase in store 30% of customers have comparison shopped using their mobile phone 24% have read customer reviews on their mobile phone 14% have scanned a QR code in an ad or article When shopping specifically for a mobile phone: ? 41% rely on recommendations from friends ? 84% purchased their phone from a retail store; 16% purchased their phone online 4 Copyright ? 2012, Oracle and/or its affiliates. All rights reserved. 客户与企业势力的转变！企业准备好了么？ Mass Media Internet / One to One Social / Mobile 5 Copyright ? 2012, Oracle and/or its affiliates. All rights reserved. CUSTOMERS ARE EMPOWERED 94% of consumers will pay more for a better customer experience 1% of consumers feel that their expectations for a good experience are met of consumers switched 89% to a competitor after a poor experience 我们的购买历程已经变得更加复杂了 Web 移动设备 平板 社交网络 店铺 呼叫中心 调研 商店 购买 提货 服务 搜索 在线购买 继续购买 接收电子 邮件 查看交货状态 查看评论 聊天 撰写评论 与朋友商量 检查产品 店内提货 表达喜好 发帖 产品相关的 电话拨入 致电询问 更多信息 6 Copyright ? 2012, Oracle and/or its affiliates. All rights reserved. 关键是怎样能提供超出期望的客户体验 “Engage me everywhere”