Enhance Marketing ROI with Oracle Real-Time Decisions, with the Right Offer at the Right Time Theron Hoffsetz, Holland America Kajal Narasimha, United Airlines Joe Khazen, Oracle Sundar Swaminathan, Oracle September 30, 2014 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |

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Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Program Agenda Industry Perspective and Oracle Solution Overview Oracle Real-Time Decisions PANEL DISCUSSION: Holland America, United Airlines Q&A

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Powers The Travel and Transportation Ecosystem  20 of the Top 20 Airlines  17 of the Top 20 Hotels  20 of the Top 20 Third Party Logistics Providers  8 of the Top 10 Ports Ports & Shipping Aviation Logistics Service Providers Rail Hospitality

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | 5 Rail / Metro Heathrow Express Shipping Lines SinoTrans Ports Airlines LSPs Airports Thailand Hospitality Hyatt Chengdu Oracle in Travel & Transportation Industries

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Rising expectations from customers (59%) and the impact of social media on customers’ ability to broadcast good and bad experiences (37%) are the top two drivers for organizations’ focus on customer experience 2 CX: GLOBAL STRATEGIC PRIORITY WITH HUGE FINANCIAL STAKES Executives say delivering a positive customer experience is critical to their bottom line 1 Those who somewhat or strongly agree 2 Respondents asked to select top three 20% Executives estimate that their potential revenue loss for not offering a positive, consistent, and brand- relevant customer experience is 20% of their annual revenue, or $400M for a $2B firm of executives state that improving the customer experience is one of their organization’s top three priorities in the next two years of executives believe that delivering a great customer experience is critical to their business advantage and results 1 93% 97% CX Can Make or Break a Business TAKE AWAY

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | CX SURVEY: KEY FINDINGS FOR TRAVEL Formalized Customer Experience Program**: Have programs implemented Are still assessing or planning with no active implementations 37% 23% Biggest Obstacles:*** 15% In the next two years, travel companies will invest in:**** 30% Web experience management solution 29% Loyalty management system 29% Social marketing publishing/engagement platform Most Successful Customer Experience Projects:*** 41% Building a training program/incentives for employees 34% Updating core company values to reflect CX 30% Implementing a technology to improve service 23% Average planned increase on customer experience technology spending in the next two years Have advanced programs implemented 37% ***Respondents asked to select top three ***Respondents asked to select all that apply **The remaining percentage out of 100% are respondents that do not have any plans or initiatives regarding customer experience. Average potential annual revenue lost as a result of not offering a positive, consistent, and brand-relevant customer experience Lack of money (36%) #1 Limitations of inflexible technology and infrastructure (23%) #2 #3 Lack a 360° customer view across all touch points (22%) #3 Can’t respond quickly enough to new digital and social channel requirements (22%)

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | CREATING GREAT EXPERIENCES IS THE IMPERATIVE AIRLINE PORTAL TRAVEL AGENCY PORTAL AIRLINE TICKET OFFICE RESERVATIONS WEB MOBILE SOCIAL KIOSKS “know me, and wow me “understand me, and reward me” “meet me, and engage me” “delight me, and serve me”

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Marketers need to focus on three areas to create customer- centricity and marketing simplicity Unify Data Analyze Behavior Engage Individually

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Online Mobile Call Center Social Reservations Travel Agencies TRAVEL CUSTOMER EXPERIENCE FRAMEWORK Customer Engagement Customer Lifecycle Management Passenger Data Management

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Social In StoreContact Center Field Service Channel Sales CX for Sales CX for Sales CX for Marketing CX for Commerce CX for Commerce Real Time Decisions (RTD) CX for Service CX for Service Cloud Platform Services Cloud Platform Services Social Platform Services Social Platform Services Common Hardware Systems Infrastructure Direct Sales Web Mobile Oracle’s Customer Experience Portfolio

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Program Agenda Industry Perspective and Oracle Solution Overview Oracle Real-Time Decisions PANEL DISCUSSION: Holland America, United Airlines Q&A

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | LEVERAGE DATA OPTIMIZE EXPERIENCE ADAPT QUICKLY What We Hear from Customers

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 14 Optimize the Customer Experience with RTD Flexible Way to Make Decisions – Single decision engine supporting a consistent customer experience across all channels – Easily Integrated into Existing Applications – Goals, Rules, Models, Optimization, Arbitration Automated Self Learning – Incrementally builds Analytical models for Learning and Decisions – Analytical Adaptive Decisions Quantifiable Results – Quantifiable and Measureable Lift on Each Project – Various Test and Control Scenarios

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Real time contextual data Historical data Relevant external sources eg Social Media Target Audience Predictive Modeling σ Exceptional Customer Experience Self-Learning Loop Personalized recommendations, offers & actions

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted16 Optimized Decisions Across Every Interaction Optimize Every Decision Marketing Customer experience optimization – Themes, Colors, Navigation Next best offer A/B and multi-variant testing Content personalization Service Service treatments optimization Customer retention programs Call center optimization Risk and fraud analysis enhancement Next best action Sales Customer Acquisition Cross Sell/Upsell Personalization Offer Optimization Next best action

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Program Agenda Industry Perspective and Oracle Solution Overview Oracle Real-Time Decisions PANEL DISCUSSION: Holland America, United Airlines Q&A

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted18 Optimized Decisions Across Every Interaction Optimize Every Decision Marketing Customer experience optimization – Themes, Colors, Navigation Next best offer A/B and multi-variant testing Content personalization Service Service treatments optimization Customer retention programs Call center optimization Risk and fraud analysis enhancement Next best action Sales Customer Acquisition Cross Sell/Upsell Personalization Offer Optimization Next best action

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | RTD at Open World Booth-Moscone West-WL2-122 United Airlines SessionCON7292 – Thursday, Oct 2, 12:45 PM - 1:30 PM - Moscone West Charles Schwab SessionCON5352 – Wednesday, Oct 1, 3:15 PM - 4:00 PM - Moscone West