1. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 1

2. Melissa Boxer Vice President, Brian J. Curran Vice President, Customer Experience Strategy and Design Action Leadership in CX

3. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 3 Customer Experience is Top of Mind of executives say improving their customer’s experience is one of their top three priorities in the next two years. Customer Experience Objective 93% 91% nearly all businesses wish to be considered the CX leader in their industry Source: Global Insights on Succeeding in the Customer Experience Era, 2013 20% of annual revenue estimated to be lost for failing to deliver a positive CX

4. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 4 Good CX and Revenue Growth Irrespective of metric used, the correlation is undeniable

5. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 5 CEO’s are taking notice Almost every category leader (95%) obsesses on customer intimacy

6. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 6 Many Struggle To Develop Successful Strategies Stuck In An Execution Chasm and Falling Further Behind The Leaders 37% are just getting started with a formal CX initiative 20% Consider their CX initiative “advanced” Source: Global Insights on Succeeding in the Customer Experience Era, 2013

7. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 7 The CX chasm Can impact revenue by up to 20% 49% of executives believe customers will switch brands due to a poor customer experience 1 but the truth is … 1 “Global Insights on Succeeding in the Customer Experience Era,” Oracle, February 4, 2013. 2 RightNow (acquired by Oracle in March 2012) and Harris Interactive, “Customer Experience Impact Report,” December 2011. 89% of customers have switched already 2 80% of business execs say they’re doing a Good to Excellent job of delivering a positive, relevant and consistent experience to their customers but the truth is … 39% of companies earned a CX index of Good or Excellent from customers

8. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 8 Thought Leadership Action Leadership Bridging the Execution Gap

9. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 9 Customer Experience Strategy Designed around value CX Strategy Solution Value People, Process, & Technology Solution Design Business Value Acquisition, Retention, & Efficiency Business Design Customer Value Attitudes, Behaviors, Needs Experience Design

10. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 10 STRATEGIC BUSINESS OBJECTIVES Acquisition Retention Efficiency I MPACT I NNOVATIONS CUSTOMER NEEDS Emotions Goals Interactions I SSUES I NSIGHTS TRENDS & ACCELERATORS Technology, Behavioral, Business Trends CX Strategy & Design Approach

11. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 11 5 Steps to kick off your Action Plan 1. Understand your Customer’s Needs throughout the Lifecycle 2. Understand your Financial and Customer measurements 3. Understand the Role your Brand Attributes plays in CX 4. Determine the Trends that are Accelerating your Market 5. Journey Map and Build a CX Innovation process

12. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 12 1.)Customer Needs To fill a shape with an image. 1.Use existing picture box, DO NOT delete and create new picture box. 2.Right click on the shape. 3.At the bottom of the submenu select “Format Shape” 4.Select “Fill” at the top of the “Format Shape” dialog box. 5.Select “Picture or Texture fill” from the options. 6.And select “File” under the “Insert from” option. 7.Navigate to the file you want to use and select “Insert” 8.On the “Format” tab, in the Size group, click on “Crop to Fill” in the Crop tool and drag the image bounding box to the desired size 9.DELETE THIS INSTRUCTION NOTE WHEN NOT IN USE

13. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 13 The Customer Lifecycle PURCHASE RECOMMEND MAINTAIN RESEARCHNEED RECEIVE USE 1 2 3 4 5 6 7 8 SELECT BUY OWN Support & ServeMarket & Sell

14. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 14 Solve for customer needs at multiple levels Emotional Needs What’s important, meaningful Goal Needs Current goal, “job to get done” Interaction Needs Task at hand, step in the process Connect at an emotional level

15. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 15 experiences influence resultsattitudes drive behaviors deliver

16. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 16 2.)Measurements To fill a shape with an image. 1.Use existing picture box, DO NOT delete and create new picture box. 2.Right click on the shape. 3.At the bottom of the submenu select “Format Shape” 4.Select “Fill” at the top of the “Format Shape” dialog box. 5.Select “Picture or Texture fill” from the options. 6.And select “File” under the “Insert from” option. 7.Navigate to the file you want to use and select “Insert” 8.On the “Format” tab, in the Size group, click on “Crop to Fill” in the Crop tool and drag the image bounding box to the desired size 9.DELETE THIS INSTRUCTION NOTE WHEN NOT IN USE

17. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 17 Impact of Experience on Business Performance DisruptiveDistantEngagedLoyalAdvocate Frustrating NeutralUsefulUsableMeaningful Difficult, repetitive Inconsistent, inaccurate Expectations unmet Commoditized Acceptable Low-to-no expectations Functional Consistent Expectations managed Easy Intuitive Expectations met Desirable Personal Expectations exceeded SuffersSurvivesCompetesDifferentiatesDominates Impact of Experience Business Experience Customer

18. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 18 So what should I be measuring ?  Customer Satisfaction Index  Net Promoter Score  Customer Effort Score

19. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 19 Achieve Sustainable Business Growth & Profit CX = A + R + E INCREASE BRAND EQUITY INCREASE MARKET SHARE INCREASE SHARE OF WALLET DRIVE LOYALTY DRIVE ADVOCACY INCREASE ROIC / EVA INCREASE PRODUCTIVITY DECREASE COST OF OPERATIONS RETENTION (MONETIZE RELATIONSHIPS) ACQUISITION (INCREASE SALES) EFFICIENCY (LEVERAGE INVESTMENTS) GENERATE MORE OPPORTUNITIES

20. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 20 3.) Brand Attributes To fill a shape with an image. 1.Use existing picture box, DO NOT delete and create new picture box. 2.Right click on the shape. 3.At the bottom of the submenu select “Format Shape” 4.Select “Fill” at the top of the “Format Shape” dialog box. 5.Select “Picture or Texture fill” from the options. 6.And select “File” under the “Insert from” option. 7.Navigate to the file you want to use and select “Insert” 8.On the “Format” tab, in the Size group, click on “Crop to Fill” in the Crop tool and drag the image bounding box to the desired size 9.DELETE THIS INSTRUCTION NOTE WHEN NOT IN USE

21. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 21 Customer Experience can describe…  A Product Experience: the experience of using a product/service  An Engagement Experience: the experience of buying and owning a product/service

22. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 22 Attributes of Desirable Experiences Useful (function) Usable (effort) Meaningful (emotion) Features Price Selection Convenient Easy Intuitive Stylish Reputable Trusted What a product/service offers customers functionally How easy is it to engage an organization and it’s offerings How meaningful experiences are at an emotional level Desirable experiences are made up of 3 categories of attributes

23. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 23 Brand Promise Align Your Brand Promise To Your Persona’s Priority Your Brand Promise

24. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 24 4.)Trends To fill a shape with an image. 1.Use existing picture box, DO NOT delete and create new picture box. 2.Right click on the shape. 3.At the bottom of the submenu select “Format Shape” 4.Select “Fill” at the top of the “Format Shape” dialog box. 5.Select “Picture or Texture fill” from the options. 6.And select “File” under the “Insert from” option. 7.Navigate to the file you want to use and select “Insert” 8.On the “Format” tab, in the Size group, click on “Crop to Fill” in the Crop tool and drag the image bounding box to the desired size 9.DELETE THIS INSTRUCTION NOTE WHEN NOT IN USE

25. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 25 Use of Technology is Exploding Driven by a combination of Accelerated Trends CloudMobileSocialData

26. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 26 Behaviors Are Rapidly Evolving The Rate Of Adoption Is Unprecedented Always SharingAlways ConnectedAlways Aware

27. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 27 Expectations And Demands Are Rising Increasing At Home, Where You Buy & Where You Work More AccessMore OptionsMore Influence

28. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 28 5.) Journey Mapping To fill a shape with an image. 1.Use existing picture box, DO NOT delete and create new picture box. 2.Right click on the shape. 3.At the bottom of the submenu select “Format Shape” 4.Select “Fill” at the top of the “Format Shape” dialog box. 5.Select “Picture or Texture fill” from the options. 6.And select “File” under the “Insert from” option. 7.Navigate to the file you want to use and select “Insert” 8.On the “Format” tab, in the Size group, click on “Crop to Fill” in the Crop tool and drag the image bounding box to the desired size 9.DELETE THIS INSTRUCTION NOTE WHEN NOT IN USE

29. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 29 Begin by Bringing Your Silos Together And Map Your Customers’ Journeys

30. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 30 Introducing CXJM Workshops  Hands-on, action-oriented events  Drives teams to work together to solve real customer issues  Walk away with approachable process and tools A new way to start the process of becoming more customer centered Pictured: Public Sector Journey Mapping Workshop with GovLoop in DC

31. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 31 University New England Student Lifecycle 20 Cross-Functional Participants Applying the Oracle CXJM approach

32. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 32 http://dschool.stanford.edu/student/doug-dietz/

33. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 33 http://dschool.stanford.edu/student/doug-dietz/

34. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 34

35. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 35 GOES TO INITIA L DOCT OR RIDES TO HOSPI T’L CHEC KS IN WALK S TO MRI ROOM SEES MRI MACHI NE CRIES & RESIS TS SEES DOCT OR ENTE R GETS A SHOT GOES THRO UGH MRI … …… DOCT OR MOM CHEC KIN NURS E IMAGI NG TECH MOM DOCT OR ANES TH. IMAGI NG TECH MRI MACHI NE DESK & COMP UT. CHAR T CAR TAKE- HOME PACK ET MRI MACHI NE SHOT & DRUG S AM I REALL Y SICK? THAT LOOK S SCAR Y! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEAS E NO! I’M REALL Y NERV OUS WISH I WAS AT SCHO OL TECH. WRITE R SYSTE M ADMIN. HOSPI T’L BLDG MGR DOUG PATIE NT SAFET Y TEAM IMAGI NG TECH STAFF PAGIN G SYSTE M PATIE NT RECO RD SYSTE M RESE RV. SYSTE M IMAGI NG RECO RD SYSTE M DRUG ROOM ACTIONS ATTITUDES PEOPLE THINGS ON STAGE PEOPLE THINGS BACK STAGE Select a specific customer to map SOFIA

36. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 36 GOES TO INITIA L DOCT OR RIDES TO HOSPI T’L CHEC KS IN WALK S TO MRI ROOM SEES MRI MACHI NE CRIES & RESIS TS SEES DOCT OR ENTE R GETS A SHOT GOES THRO UGH MRI … …… DOCT OR MOM CHEC KIN NURS E IMAGI NG TECH MOM DOCT OR ANES TH. IMAGI NG TECH MRI MACHI NE DESK & COMP UT. CHAR T CAR TAKE- HOME PACK ET MRI MACHI NE SHOT & DRUG S AM I REALL Y SICK? THAT LOOK S SCAR Y! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEAS E NO! I’M REALL Y NERV OUS WISH I WAS AT SCHO OL TECH. WRITE R SYSTE M ADMIN. HOSPI T’L BLDG MGR DOUG PATIE NT SAFET Y TEAM IMAGI NG TECH STAFF PAGIN G SYSTE M PATIE NT RECO RD SYSTE M RESE RV. SYSTE M IMAGI NG RECO RD SYSTE M DRUG ROOM SOFIA EVALUATE & PRIORITIZE Identify the moments that matter EVALUATE & PRIORITIZE Identify the moments that matter

37. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 37 GOES TO INITIA L DOCT OR RIDES TO HOSPI T’L CHEC KS IN WALK S TO MRI ROOM SEES MRI MACHI NE CRIES & RESIS TS SEES DOCT OR ENTE R GETS A SHOT GOES THRO UGH MRI … …… DOCT OR MOM CHEC KIN NURS E IMAGI NG TECH MOM DOCT OR ANES TH. IMAGI NG TECH MRI MACHI NE DESK & COMP UT. CHAR T CAR TAKE- HOME PACK ET MRI MACHI NE SHOT & DRUG S AM I REALL Y SICK? THAT LOOK S SCAR Y! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEAS E NO! I’M REALL Y NERV OUS WISH I WAS AT SCHO OL TECH. WRITE R SYSTE M ADMIN. HOSPI T’L BLDG MGR DOUG PATIE NT SAFET Y TEAM IMAGI NG TECH STAFF PAGIN G SYSTE M PATIE NT RECO RD SYSTE M RESE RV. SYSTE M IMAGI NG RECO RD SYSTE M DRUG ROOM SOFIA UNDERSTAND & EMPATHIZE Ask why, create empathy maps UNDERSTAND & EMPATHIZE Ask why, create empathy maps WHY?

38. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 38 GOES TO INITIA L DOCT OR RIDES TO HOSPI T’L CHEC KS IN WALK S TO MRI ROOM SEES MRI MACHI NE CRIES & RESIS TS SEES DOCT OR ENTE R GETS A SHOT GOES THRO UGH MRI … …… DOCT OR MOM CHEC KIN NURS E IMAGI NG TECH MOM DOCT OR ANES TH. IMAGI NG TECH MRI MACHI NE DESK & COMP UT. CHAR T CAR TAKE- HOME PACK ET MRI MACHI NE SHOT & DRUG S AM I REALL Y SICK? THAT LOOK S SCAR Y! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEAS E NO! I’M REALL Y NERV OUS WISH I WAS AT SCHO OL TECH. WRITE R SYSTE M ADMIN. HOSPI T’L BLDG MGR DOUG PATIE NT SAFET Y TEAM IMAGI NG TECH STAFF PAGIN G SYSTE M PATIE NT RECO RD SYSTE M RESE RV. SYSTE M IMAGI NG RECO RD SYSTE M DRUG ROOM SOFIA REFRAME THE PROBLEM Use a deep understanding of needs REFRAME THE PROBLEM Use a deep understanding of needs How might we manage FEAR?

39. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 39 GOES TO INITIA L DOCT OR RIDES TO HOSPI T’L CHEC KS IN WALK S TO MRI ROOM SEES MRI MACHI NE CRIES & RESIS TS SEES DOCT OR ENTE R GETS A SHOT GOES THRO UGH MRI … …… DOCT OR MOM CHEC KIN NURS E IMAGI NG TECH MOM DOCT OR ANES TH. IMAGI NG TECH MRI MACHI NE DESK & COMP UT. CHAR T CAR TAKE- HOME PACK ET MRI MACHI NE SHOT & DRUG S AM I REALL Y SICK? THAT LOOK S SCAR Y! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEAS E NO! I’M REALL Y NERV OUS WISH I WAS AT SCHO OL TECH. WRITE R SYSTE M ADMIN. HOSPI T’L BLDG MGR DOUG PATIE NT SAFET Y TEAM IMAGI NG TECH STAFF PAGIN G SYSTE M PATIE NT RECO RD SYSTE M RESE RV. SYSTE M IMAGI NG RECO RD SYSTE M DRUG ROOM SOFIA REDESIGN EXPERIENCES Influence attitudes to change behaviors REDESIGN EXPERIENCES Influence attitudes to change behaviors IDEA: CAMP BACK PK IDEA: CAMP GUIDE IDEA: FUN AS CAMP How might we manage FEAR?

40. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 40

41. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 41 CXJM Workshop Materials  Designed for rapid adoption and org alignment  Focus of methods: simple over complex, common vocabulary, cohesive, actionable  Approaches & principles that can scale: top-to-bottom, end-to-end, and run iteratively Goal: Cohesive collection of strategic & actionable approaches

42. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 42 5 Steps to kick off your Action Plan 1. Understand your Customer’s Needs throughout the Lifecycle 2. Understand your Financial and Customer Measurements 3. Understand the Role your Brand Perception plays in CX 4. Determine the Trends that are Accelerating your Market 5. Journey Map and Build a CX Innovation Process

43. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 43

44. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 44