Amway XrM Innovation “ ABO obsessed... eXperience driven” Oracle OpenWorld 2014 Driving Business Transformation with Oracle’s Siebel Loyalty 1

2 Global Headquarters in Ada, Michigan Founded in 1959 by Rich DeVos & Jay Van Andel Operate in over 100 countries Over 10 million active ABOs (Amway Business Owners) & 4 million Members

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XrM Innovation Building Blocks Omni Channel ConversationsABO & Customer ExperiencesDigital ABO & Customer Journey Maps 4 Global Identity Personas Closed Loop Experience MeasurementRegional Operational CRM Data Marts DesignBuildLaunchAssessEnhance

Digital Channels Physical Presence Events Customer Care Field Services Training Product Campaigns Brand Campaigns Merchandising Promotions Segment Prgms. Mentoring Prgms. Business Process Business Tools Order Capture Ordering Process Payment Order Mngmt Steering Team Vision Goals XrM Operational Model Objectives, Strategies, Roadmaps Support: Personalization Campaign Management Loyalty Programs Analytics/Insights Programs that create meaningful experiences for our ABOs and Customers Delivery vehicle(s) for ABO and Customer experiences

6 Siebel Loyalty Engages Registered Customers or Members NOT ABOs Goal: Improve customer retention Implemented in June 2010

7  A Member is eligible to accrue and redeem points and coupons through the Loyalty program o Points are accrued by placing regular orders or when qualifying for a bonus promotion o Coupons / vouchers are issued with qualified promotions o Points and/or coupons are redeemed in the form of a discount when making purchases  Promotions include: o Regular order-based points accrual  2% of total order amount in points via web and mobile channels  1% via call center and point of sale o Redeem points for discount: 1 point = 1 yen o Birthday Double Points: bonus awarded during member’s birthday month o Second and Third Order Coupon o eCRM Web Alerts  Integrates with web site, legacy call center platform, legacy AS/400 order management system and distributor management system  Integration layer leverages Oracle SOA Suite 11g  Powerful real-time and batch loyalty engines, combined with SOA Suite integrations, has resulted in low ongoing support and maintenance costs Amway Loyalty Program

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