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Enterprise 2.0: The new face of CRM Dipock Das Senior Director, CRM, Oracle Session: S300053

James Ward Technical Evangelist, Adobe

The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

Before we start …. A simple guide to get you through the next 60 minutes 1.

everything that’s already in the world when you’re born is just normal;


anything that gets invented between then and before you turn thirty is incredibly exciting and creative and with any luck you can make a career out of it;


anything that gets invented after you’re thirty is against the natural order of things and the beginning of the end of civilisation as we know it until it’s been around for about ten years when it gradually turns out to be alright really. (Apply this list to movies, rock music, word processors and mobile phones to work out how old you are. )

Douglas Adams, The Sunday Times, August 29th 1999 “How to Stop Worrying and Learn to Love the Internet”

In this session you will learn

• • • • •

Why your business should care about E20 Ingredients for success Why tools are not enough What Oracle is doing and what you can do yourself Demos

“If you want to have a great future you have to start thinking about it in the present, because when the future's here you won't have the time.” Nathan Myhrvold, former CTO of Microsoft

The world is getting smaller And people are connecting in various ways Worldwide Internet Usage (Source:

Post videos

Share of Americans online by age

(Source: Pew Internet Project telephone surveys, 2000-2006)

Live streaming

Video Conferencing

larger more



communities more



The Groundswell Business loses control of the customer

Business spends millions of dollars cultivating a brand image, creating a product message and defining a value proposition. But who controls the message today?

“the groundswell is: A social trend in which people use technologies to get things they need from each other , rather than from traditional institutions like corporations” Charlene Li, John Bernoff, Forrester Research from “groundswell: winning in a world transformed by social technologies”

Where Enterprise Applications Fall Short Business loses control of the user Populating and maintaining data


Getting user acceptance


Generating meaningful analytics


Customizing CRM applications


Measuring CRM project ROI


Identifying sales-process problems


Matching technology to process


Effectively rolling out the application


Evaluating CRM applications


Obtaining executive support


Managing CRM vendor relationship


Getting adequate project funding




Source: Harvard Business Review, July-August 2006; Annual sales survey of Chief Sales Officers.

Social Computing What makes modern consumer applications so popular?

Each one of you has probably used one of these applications You most probably did not have any training. If you were “successful� with the product, you probably went back there again. You probably connected with someone in some manner.

Social Computing What makes modern consumer applications so popular?

These applications served a useful purpose for you – it was personal The application was simple and intuitive – it was tailored for the task at hand The product was viral – in some way – very appealing – a rich application The application made it easy to connect, share content and give feedback

George Eastman “You press the button, and we‟ll do the rest”

Example : From “Subject to Change”, Adaptive Path ISBN 10: 0-596-51683-5 | ISBN 13: 9780596516833 (I recommend you buy it)

Siebel 8.0 Task Based User Interface “You press the button, and we‟ll do the rest”

Step 1

Step 2

Photographic System

Capture Film

Develop Film

Advance Film

Print Film Refill camera Example : From “Subject to Change”, Adaptive Path

Music System

Browse Music Play Music

Oracle Confidential: Not for Distribution

Browse Music

Add Music

Play Music

Buy Music

Rate Music

Create Playlists

CRM System

Browse Contacts

Browse Contacts Add Contacts

Call Contacts

Rate Contacts Delete Contacts

Rate Contacts

Alter metadata

Make Call lists Create activities

Gadget Demo

CRM Gadgets Sales Focused Gadgets - Contact Gadget

Predictive Search

Your contacts


Click to Talk

Search Social Networks

Clickâ€&#x;s are tracked and written to the CRM system

What makes an interface „Rich‟? A chair is just a chair…but Which do you prefer? Logic tells you that both serve the same purpose But you chose the expensive chair on the right



..because there is something aesthetically pleasing about that chair… the design has an appeal that draws you to it…

WARNING: Aesthetics, power and technology, are not enough. The product must be practical and give value to the user.

How we view the world Get inside the head of your users

data logic

mostly irrelevant

user interface

user interface

People who make software

People who use software

What makes an interface „Rich‟? The following items all have the same essential ingredient

What have Shakespeare‟s Globe Theatre, Jimi Hendrix, the Wii got in common?


Process centric to user centric design

CRM 1.0

CRM 2.0

Social CRM Moving Enterprise applications to the next level Sales ‘Forced’ Automation Forecasts for Managers

Report Less Sell More

Sales 1.0


„Stick‟ Based Model




Report More Sell Less Oracle Confidential: Not for Distribution

„Carrot‟ Based Model

Sales 2.0

Sales for Sales Reps

Sales Productivity Applications

Demonstration Contact Radar revisited

History has shown that sharing benefits everyone „Need to share‟ is the new „Need to know‟


The Human Genome Project


“The Web is more a social creation than a technical one. I designed it for a social effect - to help people work together not as a technical toy”

Deoxyribonucleic acid (DNA)

Sir Tim-Berners Lee, Weaving the Web

The network effect of sharing The New Generation Share to Create Value Employees are organized hierarchically‌

(approx: 3500 year old design pattern)

But work through social networks

The more we share, the greater value we create over time

Communities Drive Business Innovation Social Networks

Enterprise Community

CRM Tagging HR RSS

SOCIAL CAPITAL Contribution SCM Sharing

Value Personal Preferences


Accelerate Growth

Customers, Partners, Suppliers

Employees, Customers, Partners, Suppliers


Communities Must be Flexible AND Secure Community

Contribution Value

Accelerate Growth

Making it Enterprise Ready

Web Services







Architecture of Social Platform Apps, Specific UI

Adobe Flex / Oracle ADF UI Platform

Web Services

Web Services

User Profiles

Sales Prospector Sales Campaigns

Sales Library

OC4J Instance

OC4J Instance

OC4J Instance

OC4J Instance

Platform Services TopLink

Platform Services TopLink

Platform Services TopLink

Platform Services TopLink

Customer Care


OC4J Instance Platform Services TopLink

Remote EJB

Social Services OC4J Instance


(Networks, Groups, Profiles, Tags, Ratings, Reviews, Relationships)


Platform Services


Security, Provisioning, Licensing, SaaS, Monitoring, Logging, Auditing



TCA Data Model




Apps Common



Web 2.0 Apps

Device and Browser Independent


Web 2.0 Applications for the Enterprise Oracle Sales Prospector

Oracle Sales Campaigns

Oracle Sales Library

Oracle Deal Management

Customer Activity Radars • Ageing Activities • Contacts • Service Requests • Leads etc

• Creates Active Tasks • Call lists • Escalations etc

Oracle – Mobile Productivity Create Appointments Business Intelligence Search On the way to meeting Share leads Contacts Alerts Find an the Address After meeting Lookup Check Schedule Call Approvals Throughout theUpdate day Leads Check To Dos HR Jot Notes


Connect with Teams

Oracle – Mobile Productivity Create Appointments Business Intelligence Search On the way to meeting Share leads Contacts Alerts Find an the Address After meeting Lookup Check Schedule Call Approvals Throughout theUpdate day Leads Check To Dos HR Jot Notes


Connect with Teams

The “Three Cs” of Enterprise 2.0 Best of Breed applications with Business Intelligence

Web 2.0 Tools applied to Enterprise Trends and implementation Social Networks


Blogging | Wiki‟s

Leveraging modern Social Networks to find affinities and drive sales.

Users subscribe and give feedback on content posted on an unprecedented scale

Both public and private blogs become dynamic informal channels of communication

Collective Intelligence


Open Social API

Personal Prospecting 40% of Sales Reps actual opportunities originate from a formal Lead. Personal prospecting makes up the rest* *Jeffrey Gitomer, Best Selling Sales Author

Lawyers found that watching the RSS feeds that their colleagues were watching left them better informed on the most important topics

Blogs become a form of marketing – reaching audiences who choose to subscribe ..

Market Research

teams stay better informed through user driven (searchable) wiki’s

real-time, large scale focus groups


Real world example Kettle Chips taps into the Community to increase sales 28%**

Article from : F@st Company | Issue 113 | March 2007 | Page 55 | By: David Lidsky

Wells Fargo Banking 2.0 • Using blogs to give executives an informal channel for employee and customer discussions, and RSS feeds to funnel news into a CRM system • Attempts to build a presence inside Second Life -- a virtual community called Stagecoach Island -- to get young people involved with the brand and learn about personal finance has not seen much traction • Also is experimenting with wikis and blogs. It has customer-facing blogs about topics such as student loans

Westpac Banking 2.0 • Westpac has chosen to let Facebook traffic through the corporate firewall • Experimenting with the development of an internal "Facebook-like" application of its own. • The application, still under development, will have the same look and feel as Facebook but will feature Westpac confidential data, will be restricted to Westpac staff and be protected by the firewall.

• Westpac has also set up its own island in virtual world Second Life. • Westpac has experimented with using this virtual space to conduct centralised induction meetings for new staff from branches and offices around the country • The "virtual presence" element of Second Life meant that geographical and hieratical barriers could be removed. New staff from a branch in Tasmania and a branch in Brisbane could be inducted in the same session by a trainer in Sydney.

Source: Westpac turns to Web 2.0 free for all – ZDNet Australia, 21/11/07

+ This collaborative tool increased qualified leads by 200%.

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+ Increased sales by 15%

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Existing web businesses are transformed

??? Web 2.0 Startup ???

+ Innovative new businesses are born, changing how people think of the web

In Summary What does it take to be a next generation application?





The ROI of RIA Revenue Increased Sales

Expense Reduce the Cost of Sales

 Higher conversion rates, less online abandonment

 Successful online transactions reduce direct sales interactions

 Increased average order size through cross-sell and up-sell visualization

 Accuracy of orders increases

 Increased customer loyalty drive repeat purchase

Reduce the Cost of Service  Self-service reduces service rep interactions

More Qualified Leads  Better understanding of your product and services help customers get to a decision

Reduce Returns  Visualization of product helps customer understand what they are buying  Configuration tools help customers buy the right product

The sum of the whole is greater equal than to its parts. -Euclid

Next generation Applications  
Next generation Applications  

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