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Amway XrM Innovation “ ABO obsessed . . . eXperience driven”

Oracle OpenWorld 2014 Driving Business Transformation with Oracle’s Siebel Loyalty. Amway XrM Innovation “ ABO obsessed . . . eXperience driven”. Global Headquarters in Ada, Michigan Founded in 1959 by Rich DeVos & Jay Van Andel Operate in over 100 countries

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Amway XrM Innovation “ ABO obsessed . . . eXperience driven”

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

  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

  3. XrM Innovation Building Blocks

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

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

  6. Amway Loyalty Program • A Member is eligible to accrue and redeem points and coupons through the Loyalty program • Points are accrued by placing regular orders or when qualifying for a bonus promotion • Coupons / vouchers are issued with qualified promotions • Points and/or coupons are redeemed in the form of a discount when making purchases • Promotions include: • 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 • Redeem points for discount: 1 point = 1 yen • Birthday Double Points: bonus awarded during member’s birthday month • Second and Third Order Coupon • 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

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