Oracle RTD Case Study – Dell Computers

Learn how Dell transformed its Call Centers into Profit Centers with Oracle RTD and Objectifi.

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Using Personalization with social media

Every marketer knows the growing importance of maintaining an active social media campaign in any marketing plan. Social Media allows you to interact with your customers daily in a direct and meaningful way, to get feedback, and to engage in real-time dialogue. But other than maintaining your social media accounts and advertising opportunities on popular sites like Facebook and Foursquare, is there a way to use the growing popularity of social media to connect with your clients?

One under-used method is to create “Brand Advocates” and use personalization technoligies such as Oracle Real-Time Decisions to present special offers to them.  Brand Advocates are your most socially active customers; customers that tweet numerous times a day, have more Facebook friends than they could ever possibly list, and can easily be located by their active FourSquare accounts at any time. What makes these socially over-active customers so valuable is the size of their captive audience and the influence they have over them.

Recognizing these customers as Brand Advocates allows Oracle Real-Time Decisions to select special offers to present to them. For example, a customer logs into her cell phone provider’s website to pay her monthly balance. Oracle RTD recognizes her as a Brand Advocate and presents an offer for an exclusive new Smart Phone that isn’t yet available to the public. Considering how actively she uses social networking sites, she is eager to upgrade from her Talk-and-Text phone. She accepts the offer and receives her new phone shortly.  In no time at all, she is talking, tweeting, and blogging about this exclusive new phone to all of her friends, reaching potential new customers before the phone has even been released!

Oracle Real-Time Decisions can even be used to identify customers as “Brand Advocates”.  By tracking customers that refer offers to their friends and seeing what attributes are unique about them, RTD can model customers based on whether or not they have influence. For example, you can create an email campaign that offers a new cell phone to existing customers with a unique tracking code for each email. After sending the email out to customers, you can trace the tracking codes to see which codes generate clicks from more than just the original recipient.  This allows you to track which customers forwarded the email to their friends and how many of their friends clicked on the offer; determining that those customers are more influential.  In the future, Oracle RTD can treat those influencers uniquely to ensure that they always have a positive experience.

By recognizing Brand Advocates with Oracle Real-Time Decisions, you can create buzz around any new product or service. And because people trust comments and recommendations from their friends, recommendations from Brand Advocates can be a lot more effective than traditional advertising methods.  Use Personalization with Oracle Real-Time Decisions to transform your most socially active customers into champions of your brand!

Increasing sales through personalized in-bound marketing

As consumers become weary of the thousands of advertisements they see each day, more and more they start to look in the other direction, ignoring offers that they might otherwise be interested in. Traditional “Outbound Marketing Strategies” such as mailers, emails, and cold calls are proving to be less and less effective. Increasing subscriber opt-outs and growing “do not call” lists have made reaching customers harder than ever. As companies clamor to change their marketing strategies, the most successful marketers are looking at the tools they already have in place. With this turn away from out-bound marketing techniques, in-bound strategies are taking on a new importance.

Inbound Marketing utilizes services you are already offering your customers: your website, social media accounts, and blogs. Instead of intruding on consumers by interrupting them to advertise a product or service, smart marketers are taking advantage of situations where the consumer is already engaged. While inbound strategies are proving be the future of successful marketing, one of the biggest overlooked opportunities in inbound marketing is something most companies already have in place: call centers.

Presenting offers to customers calling into a call center is nothing new; traditional methods have agents referring to precomputed lists of appropriate offers. But these lists have serious limitations; they cannot account for the context of the interaction between the customer and the company. Personalization with Oracle Real-Time Decisions presents relevant, current offers to the agent and can take into account the reason for the call, recent transactions, exact state of the account, time of interaction, and call method (mobile device, computer, home phone, etc.). There are an almost infinite number of inputs available with Oracle RTD, and over 200 real-time inputs that offer the customer the most relevant experience possible.

Personalization even allows for this information to be shared between channels. Imagine a customer calling in to a call center for his telecommunications provider. The agent helps him sort out the Cable TV issue he called in about, and in the process discovers that the customer is on a competitor’s cell phone plan. While the customer is interested in bundling his services, his current cell phone contract does not expire for another 8 months. Personalization between channels allows an outbound campaign to be launched for this customer just prior to him renewing his contract with the competing service provider.

By personalizing offers from service agents, customer support lines and call centers can become a crucial part of your marketing strategy. Optimization with Oracle Real-Time Decisions allows your call center employees to engage in personalized dialogues, creating meaningful interactions that improve the customer’s experience and generate sales.

By understanding customer preferences, purchases, and past interactions, call center employees can suggest only the offers that the caller is most likely to respond to. Oracle RTD allows your call center agents to present the right offer to the right customer at the right time, making your call centers the front-line of your marketing strategy.

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