1. Enhance Marketing ROI with Oracle Real-Time Decisions, with the Right Offer at the Right Time
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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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3. Program Agenda 1
Industry Perspective and Oracle Solution Overview Oracle Real-Time Decisions PANEL DISCUSSION: Holland America, United Airlines Q&A 2 3 4

4. Oracle Powers The Travel and Transportation Ecosystem
Logistics Service Providers
Hospitality
Ports & Shipping
Aviation
Rail
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

5. Oracle in Travel & Transportation Industries
Airlines
Airports
Ports
LSPs
Shipping Lines
Rail / Metro
Hospitality
Thailand
Hyatt
Heathrow Express
Chengdu
SinoTrans 5

6. CX: GLOBAL STRATEGIC PRIORITY WITH HUGE FINANCIAL STAKES
Executives say delivering a positive customer experience is critical to their bottom line
93%
of executives state that improving the customer experience is one of their organization’s top three priorities in the next two years
97%
of executives believe that delivering a great customer experience is critical to their business advantage and results1
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
20%
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 experience2
TAKE AWAY
CX Can Make or Break a Business
1Those who somewhat or strongly agree 2Respondents asked to select top three

7. CX SURVEY: KEY FINDINGS FOR TRAVEL
Average potential annual revenue lost as a result of not offering a positive, consistent, and brand-relevant customer experience
23%
15%
Average planned increase on customer experience technology spending in the next two years
Formalized Customer Experience Program**:
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
37%
Have programs implemented
37%
Have advanced programs implemented
Are still assessing or planning with no active implementations
23%
Biggest Obstacles:*** #1
Lack of money (36%)
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 #2
Limitations of inflexible technology and infrastructure (23%) #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%)
***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.

8. Creating Great experiences is the Imperative
AIRLINE PORTAL
TRAVEL AGENCY PORTAL
“meet me, and engage me”
“delight me, and serve me”
KIOSKS
AIRLINE TICKET OFFICE
SOCIAL
“know me, and wow me
“understand me, and reward me”
MOBILE
RESERVATIONS
WEB

9. TRAVEL CUSTOMER EXPERIENCE FRAMEWORK
Online
Mobile
Call Center
Social
Reservations
Travel Agencies
SOCIAL
INSIGHT
Customer Engagement
Customer Lifecycle Management
Passenger Data Management

10. Oracle Customer Experience
Complete Customer Experience Platform
Today, the best customer experiences don’t end with a purchase or delivery.
They exist in an infinite loop that’s reinforced as customers interact with brands over time.
Only Oracle can deliver complete, end-to-end customer lifecycle solutions that help organizations create and manage great customer experiences across all channels, touchpoints, and devices.
Oracle Marketing
Oracle Sales
Oracle CPQ
Oracle Commerce
Oracle Service
Oracle Social
Integrated Customer Experience Foundation
Social Network
Mobile
Analytic KPIs & Dashboards
Predictive Analytics
Integrations
Oracle Confidential – Internal/Restricted/Highly Restricted

11. Program Agenda 1
Industry Perspective and Oracle Solution Overview Oracle Real-Time Decisions PANEL DISCUSSION: Holland America, United Airlines Q&A 2 3 4

12. What We Hear from Customers
Leverage data
Optimize
Experience
Adapt quickly
CUSTOMER DRIVERS We hear three main drivers from customers.
How do we optimize business processes so that we can improve the effectiveness of our managers
How can we simplify operations, reduce costs and improve efficiency
Finally – how can we innovate our business – new products, services, customer experience

13. Oracle’s Customer Experience Portfolio
In Store
Contact Center
Social
Field Service
Direct Sales
Mobile
Channel Sales
Cloud Platform
Services
CX for Marketing
CX for
Commerce
CX for
Sales
CX for
Service
Social
Platform
Services
Web
Real Time Decisions (RTD)
Common Hardware Systems Infrastructure

14. Optimize the Customer Experience with RTD
Optimal & Personalized Customer AND Business Centric Recommendations
KPI Arbitration
Eligibility Rules & Models
Offers/NBAs
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

15. Exceptional Customer Experience
Real Time Decisions
Real time contextual data σ +
Historical data
Speaker Notes:
Predictive analytics is about using statistics, data mining, and game theory to analyze current and historical facts in order to make predictions about future events. Predictive analytics can be used for a variety of business need from fraud detection to improving customer interactions. For example, predictive analytics can be highly profitable when used in customers interactions.
Take away: +
Predictive Modeling =
Personalized recommendations, offers & actions
Self-Learning Loop
Target Audience
Relevant external sources eg Social Media

16. Optimized Decisions Across Every Interaction
Optimize Every Decision
Today, the best customer experiences don’t end with a purchase or delivery.
They exist in an infinite loop that’s reinforced as customers interact with brands over time.
Only Oracle can deliver complete, end-to-end customer lifecycle solutions that help organizations create and manage great customer experiences across all channels, touchpoints, and devices.
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
Marketing
Customer experience optimization
Themes, Colors, Navigation
Next best offer
A/B and multi-variant testing
Content personalization
Oracle Confidential – Internal/Restricted/Highly Restricted