The Experience Economy: Connected. Intelligent. Data-Driven

The Experience Economy
Connected.
Intelligent. Data-driven.
EX E C U T I V E BRIEF
Today’s consumers aren’t just customers; they’re also innovators. With
technology at their fngertips, they’re forever experimenting with how they
fnd and consume products and services. They want unlimited choices and
unparalleled convenience—from answers provided within milliseconds to
purchases delivered within hours. And the interactions those consumers have
with your company along the way are becoming even more important to them
than what they bought.
This is the Experience Economy. It’s not exclusively the domain of B2C
brands; B2B customers now have the same high expectations, whether it’s
subscription pricing for medical devices or self-service shopping for airplane
parts. This transformation in how consumers interact with brands—and
cultivate personal relationships with them—requires companies to reimagine
everything from their marketing and sales strategies to their revenue models.
T H I S I S WH E RE O R A CLE C A N H ELP
We created a customer experience cloud platform that helps companies

better understand who their customers are and how they interact with
their brands.
Using artifcial intelligence, companies can instantly recognize key

characteristics about their customers, and then immediately present highly
personalized offers tailored to their interests in the precise moments they’re
most likely to buy. This will be your competitive advantage. Ready to dive into
the Experience Economy?
2 EXECUTIVE BRIEF / The Hidden Costs of Cloud Infrastructure

H E R E’ S SO ME G U ID A N CE F ROM THE PROS:
Connect Your Intelligence

Employ a single cloud platform for marketing, sales, and service processes.
You’ll be able to track customer behaviors throughout the relationship and
provide them with consistent experiences tailored to their needs.
Before moving to Oracle Sales Cloud, Panasonic’s salespeople had to export all
of their data into spreadsheets before they could analyze it, says Kevin Jones,
managing director of Panasonic Europe’s Mobile Solutions division, whose
Toughbook brand dominates Europe’s rugged notebook and tablet sectors.
“The entire process would take weeks, just to run a report,” he says.
Now, salespeople can start analyzing reports within a couple of hours, and
they get insights into conversion probabilities, win-loss ratios, and average
selling prices across different opportunities. “These activities were impossible
to track in our standalone CRM system,” Jones says.
Integrating Oracle Sales Cloud and Oracle Eloqua lets the company’s
executives “see exactly how our pipeline is being supported, where we’re
spending our money, and what we’re doing to convert greenfeld accounts
while growing our current customer base,” Jones says. In the past, he says,
60% of Panasonic’s rugged device sales came from existing customers, the
other 40% from new accounts.
Today, it’s the reverse. By better aligning its marketing and sales teams,
“we’re not only able to close more net new business, but our pipeline of high-
probability deals is the best we’ve ever had,” Jones says.
Read this article online at Forbes.com
“CMOs are increasingly being measured by revenue. This

requires a data-driven approach to better understand
individuals, not just segments, and to predict customer needs
based on real-time behavior, not just transaction histories.”
— Des Cahill, vice president of customer experience development, Oracle.
Reimagine Your Revenue
While subscriptions have long been a popular way to sell
magazines, newspapers, and more recently software, they’re
now a revenue model for companies selling everything from
luxury cars and jet engines to clothing and entertainment.
“We’ve entered the era of Subscription 2.0,” observes Des

Cahill, an Oracle vice president of product development, an
era in which B2B and B2C customers prefer subscription
services for even complex physical goods. “The business
opportunity to build recurring customer relationships and
predictable revenue streams is tremendous, yet the changes
companies need to make can be daunting,” Cahill says.
That’s because shifting from selling one-off products to

selling products as subscriptions is challenging, as most
companies don’t have the pricing, billing, monitoring, revenue
management and other “monetization” systems to support
these complex selling models. The good news is that new
software makes it possible to convert even the most rigid
sales and fnancial systems into ones that fex to the changing
needs of subscription providers.
Consider the example of a machine tool manufacturer selling

a subscription to an automotive windshield maker for laser
glass-cutting services. The manufacturer ships and installs the
cutter at the glass fabricator’s facility and bills the customer
each month for the total amount of runtime, warranty fees,
and any out-of-contract repairs. But if six months later the
customer decides to expand into the marine industry and
needs a separate cutter for boat windshields, “billing can get
pretty messy,” says Chris Shutts, vice president of product
development at Oracle.
Instead, Shutts advises manufacturers to look for software

platforms that can “co-term” new subscriptions with existing
ones by prorating the terms for each purchase, calculating any
pre-negotiated service-plan discounts, and then combining all
of the charges into a single bill.
Read this article at WSJ.com

Take a B2C Approach
Go beyond an “if we build it, they will come” mindset. The Experience
Economy requires every type of company to think and act as though it were
a consumer brand, meeting customers where they’re at.
Take AirBorn, an industrial manufacturer that makes complex spacecraft

components, which its customers can confgure and order in just a few clicks.
Using an Oracle Customer Experience Cloud Service application stack,

AirBorn has created a self-service platform, which customers can use to
confgure products, then request quotes, and fnally submit orders—with little
or no help from the vendor’s staff.
What’s more, “we’re no longer forced to spend hours sifting through

spreadsheets and emails in search of customer contacts and order histories,”
says Mike Kramer, director of software integration and web applications at
AirBorn. AirBorn sales reps can now log into Oracle Service Cloud and see,
for example, exactly what everyone from a Raytheon division has confgured,
ordered, and purchased.
“What we’re trying to do is take these billions of combinations and help

guide customers, in a very easy way, to the right set of products they need,”
Kramer says.
Read this article at Forbes.com

Integrate More Data
By capturing and analyzing a wide range of data sources, you’ll
fnd new ways to reach customers, and create more predictable,
proftable revenue streams in the process.
“CMOs won’t be able to truly understand their customers until

they’ve connected each source of customer data,” says Joe Fuster,
vice president of customer experience marketing at Oracle.
Connecting that data doesn’t mean simply integrating sales,

marketing, and customer service applications, he says. It requires
collecting data from supply chain, dealer service, and fnance
applications; retail point-of-sale systems; social networks; email
exchanges; and third-party online and offine sources.
“The only things a CMO will ever get from a standalone

marketing app is data about when certain offers were sent to
customers and how those customers responded,” Fuster says.
That data says nothing about the customer’s personal interests, “Knowing how
service histories, and other indicators that signal the customer’s
propensity to buy and predict what he or she will need in the
customers
future, he says. responded to
a marketing
“Yet all of those ‘other’ data points are the keys to great customer
segmentation,” he says.
campaign, when
they purchased
Read this article at Forbes.com
a particular
product, or what
services they’re
Have You Joined The subscribed to will
Experience Economy? help companies
Consider These 4 Tenets anticipate their
customers’ needs
and deliver exactly
what they want in
the future.”
— Rob Tarkoff, executive

vice president of customer
experience products, Oracle.

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The Experience Economy

We created a customer experience cloud platform that helps companies

Using artifcial intelligence, companies can instantly recognize key

2 EXECUTIVE BRIEF / The Hidden Costs of Cloud Infrastructure

Connect Your Intelligence

Read this article online at Forbes.com

“CMOs are increasingly being measured by revenue. This

“We’ve entered the era of Subscription 2.0,” observes Des

That’s because shifting from selling one-off products to

Consider the example of a machine tool manufacturer selling

Instead, Shutts advises manufacturers to look for software

Read this article at WSJ.com

3 EXECUTIVE BRIEF / The Hidden Costs of Cloud Infrastructure

Take AirBorn, an industrial manufacturer that makes complex spacecraft

Using an Oracle Customer Experience Cloud Service application stack,

What’s more, “we’re no longer forced to spend hours sifting through

“What we’re trying to do is take these billions of combinations and help

Read this article at Forbes.com

4 EXECUTIVE BRIEF / The Hidden Costs of Cloud Infrastructure

“CMOs won’t be able to truly understand their customers until

Connecting that data doesn’t mean simply integrating sales,

“The only things a CMO will ever get from a standalone

— Rob Tarkoff, executive

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