Improved Customer Experience, but at what Cost?
- by Tony Berk
We can all probably agree that improving your customers' experience is a good thing. But a key question many people are asking is will it help your organization and, in particular, what are the financial benefits?That's a good question, especially when companies ARE experiencing phenomenal return on investment (ROI). Of course, there are many factors that impact ROI or other measures of success, but we'd like to share some success stories as examples of customer experience in action and delivering positive results. If you would like to learn more about the economics of customer experience, see Brian Curran's presentation at the Oracle Customer Experience Summit last month. In this series of blog posts, we'll share actual customer stories. Today's example is Dell, which uses Oracle Real-Time Decisions (RTD) and Siebel CRM as part of their customer experience portfolio to better understand their customers' needs and wants and provide consistent interactions. Regular readers of this blog are probably familiar with Siebel, but RTD may be new to many of you. RTD is a complete decision management solution that delivers real-time decisions and recommendations and automatically renders decisions within a business process to create tailored messaging for every customer interaction.What does that mean? In the video below, Dell describes how customer experience is important not just for one interaction channel, but across all "vehicles." RTD is helping Dell understand customer behavior and communicate with the customer in a more relevant manner, across all communication or interaction channels including sales and service call centers, email marketing and online. Dell continues to expand use of RTD because the benefits are showing up in sales, service and marketing results including 19% increase in close rates, faster issue resolution and 40% improvement in revenue per click in email marketing.
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