In large part, much of Oracle’s recent success can be attributed to a SaaS model to rapidly evolve the software suite in both breadth and depth of offerings with new features delivered quarterly to thousands of customers in the cloud.
This quarter is no exception with updates to its Advertising and Customer Experience (CX) applications. In this article, I will unpack the important updates.
The correct customer data to create a relevant customer experience
Oracle Advertising and CX are applications that can build a complete view of each customer and every interaction. A good example is a story told by Aon
Corporation, a global provider of risk management services, insurance, reinsurance brokerage, human resource consulting.
Like many companies, Aon started the journey with several CRM tools and many different Salesforce instances across multiple countries. It became self-evident that Aon needed a single system to act as one company in front of the customer. In 2017, Aon embarked upon an engagement to combine the many instances that included 11,000 users into a single system.
Aon selected Oracle as the platform for customer experience going forward. The immediate benefit of the new combined system was that a team member anywhere in the world could open up an account and see all of the other team members worldwide that were servicing that account. The teams could now reach out and collaborate, resulting in one voice to the customer instead of many before. The second benefit was data collection which resulted in knowing who was working with a customer and what was purchased—opening up a whole set of new opportunities and conversations on gaps and overlaps in the sales process. The result was a more cohesive plan to approach each customer.
With data in one place, reporting becomes more straightforward with visibility to the global pipeline across entities, real-time updates, and forecasting.
A complete view of customer purchases
Oracle Subscription Management is one of the applications within Oracle Advertising and CX. It is a cloud-based subscription management system connected to Oracle Sales and the back office, providing a complete view of customer purchases.
One of the challenges of a subscription model is understanding why a customer is not renewing. Customer churn, the percentage of customers that canceled during a specific time frame, can be due to many factors. Oracle uses artificial intelligence (AI) and historical indicators to identify the top drivers contributing to customer churn, which can help sales reps address issues before cancellation.
The system will also create reports to identify at-risk customers and keep current loyal customers informed about account status.
Customers can now manage subscriptions without help from a sales or service representative.
Service logistics integration enables service technicians to view rates and discounts to offer at the time of repair.
Understanding advertising performance in video games
The placement of brands in games, “in-game advertising,” is not a new concept, but the effectiveness is cause for some debate. Oracle aims to change that with tools to help advertisers measure the effectiveness of in-game advertisements.
Moat, acquired by Oracle in 2017, helps brands, agencies, publishers, and platforms with media measurement challenges across digital and TV. Oracle Moat will be the first solution that measures 3D, in-game advertising. With this innovation, in-game advertising measurement is no longer limited to 2D mobile banner ads and pop-up videos.
Digital advertisers understand that for campaigns to be effective, humans need to view them, not bots pretending to be humans. Oracle Moat Measurement now includes General Invalid Traffic (GIVT) measurements for gaming environments. GIVT is traffic generated by industry crawlers and traffic generated by bots doing the kind of things that real humans would probably never do–like switching between websites for hours on end. Standard methods of filtration using lists or standardized parameter checks will identify GIVT.
The latest update includes in-game ad verification, media quality and attention analytics, and measurement insights from digital and TV advertising.
Other noteworthy updates to CX
There are new content creation wizards, giving creators a more guided experience. There are also new publishing innovations that streamline content delivery across multiple channels. A new generation of B2B service knowledge management capabilities that automate discovery simplify knowledge capture, and accelerate knowledge delivery to agents and sales reps through a more intuitive user interface.
In marketing personalization, there are significant improvements in the way marketers personalize campaign offers and content for customers based on capturing in-session behaviors in real-time. Oracle Infinity makes it easy for marketers to turn behavioral data into actions and deliver more relevant experiences with significantly improved speed and ease of use.
In marketing automation, new intelligence capabilities enable relevant product recommendations within the email responses to customers. Marketers can now simulate customer journeys within Oracle Responses using AI to predict channel and campaign outcomes, allowing marketers to preview results and adjust strategies before launching campaigns.
Oracle continues to enhance its Advertising and Customer Experience (CX) applications with regular updates. It is worthy of consideration, particularly for replacing software silos with data isolated across advertising, marketing, sales, e-commerce, and service.
Oracle understands the importance of capturing the relevant data in the customer journey and then implementing artificial intelligence to improve the business outcome.
It is good to ensure that no employee in your organization should encounter a customer without the proper knowledge in context and recommendations on hand. Answers to questions such as “Is this customer a loyal repeat purchaser?”, “Has a bad service interaction happened in the past and might have a propensity to churn” “When should I escalate to experts in my organization.” Capturing the correct data presents the opportunity to surface the suggestions and guidance at the exact right time and in the proper context. The result is to make every customer interaction matter, whether it be marketing, selling, or servicing.
Note: Moor Insights & Strategy writers and editors may have contributed to this article.