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January 2013

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Five Steps for Connecting the Online Customer Journey

In the age of universal internet access, intense global competition, and extremely fast product development, businesses can no longer compete on price or features/functionalities alone. At the same time, social computing has eroded the power of traditional marketing and advertising and created customers who have more influence, more choices, and higher expectations than ever before. 

The result? Excellent customer experience (CX) remains one of the few ways to achieve competitive advantage.

"To meet this new CX imperative, Oracle WebCenter enables the engaging online experiences that drive sales and loyalty. When used in combination with other Oracle CX technologies, Oracle WebCenter can support and connect the entire online customer journey, turning casual visitors into paying customers and advocates for your brand," says Joshua Duhl, senior principal product manager, Oracle WebCenter Sites.

Engage Customers as They Browse and Research
"You can no longer win over prospects with a one-size-fits-all Web experience that fails to be tailored to each user or promote social interaction with your brand," explains Duhl. "Additionally, you cannot get by with a stripped-down mobile version of your corporate site. To engage potential customers as they research solutions to their needs, you must provide them with more-sophisticated personalized and social experiences across all online channels."

Oracle WebCenter Sites enables organizations to deliver personalized and interactive online experiences on a Web experience management platform that offers sophisticated customer segmentation and targeting capabilities, as well as a host of social computing features such as blogs, polls, and comments that can be incorporated into the Web presence. Plus, content from the traditional Web presence can be easily optimized for delivery to thousands of different mobile phones and tablets to provide a consistent, cross-channel experience that engages site visitors as they research products and services.

Guide Product Selection
Once organizations have piqued the interest of prospective customers with a relevant and interactive experience, they can continue to guide and influence customers while making it easier for them to search for suitable products.

Integrating the powerful, faceted search capabilities of Oracle Endeca Guided Search with an Oracle WebCenter Sites deployment allows companies to encourage their site visitors to explore and discover relevant items, leading to increased conversion rates and greater customer satisfaction.

Speed and Simplify Online Purchasing
As customers select products, speeding and simplifying the purchase process is the next step in the online customer experience journey and vital to preventing shopping cart abandonment. Going a step further, a streamlined and efficient purchasing process can become yet another tool for engaging and retaining customers.

By using Oracle WebCenter Sites with Oracle ATG Web Commerce, businesses can enhance the commerce experience by including advanced features such as comparison shopping, gift registry, product preordering, and coupon redemption, as well as ways for customers to easily complete their purchases, such as one-click ordering. Together, these two products provide best in-class marketing and commerce capabilities for your online presence.

Enable Excellent Self-Service
Once you’ve converted your site visitors into customers, an effective self-service portal not only drives down service costs, but actually improves customer satisfaction at all phases of the ownership experience, from product delivery to use and maintenance.

By integrating Oracle WebCenter Sites with Oracle WebCenter Portal, organizations can quickly and easily build self-service portals, including composite applications and mashups, and utilize social and collaboration tools—bringing all relevant content and transactional tools together and making it easier for customers to conduct business online with your brand.

Encourage Customers’ Advocacy
It's increasingly important not just to satisfy customers, but to turn them into fans who will advocate for a brand and recommend it to others by sharing their experiences on social networks, and endorsing products and services on the Web in the form of comments, ratings, and reviews.

Oracle WebCenter Sites promotes community and helps turn customers into advocates by providing seamless integration with third-party social networks to facilitate social sharing. It also encourages social interaction through the easy incorporation of user-generated content such as comments, ratings, reviews, polls, and blogs into the corporate Website.

Get more information about connecting the online customer journey with Oracle WebCenter.

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