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Oracle News | September 29, 2016

Beyond 360: New Cloud Apps Redefine Customer Experience

By: Leslie Steere

Editor at Large

Getting more business from existing customers is smart business, and it’s something Oracle is helping its cloud customers achieve thanks to new applications that put more information in the hands of front-line staff, and that streamline implementation of industry-specific modules.

“All along, our CX cloud suite strategy has been to provide the most complete, broadest, and deepest footprint to support a customer organization in delivering an end-to-end customer experience,” said Rondy Ng, Oracle senior vice president of application development during a presentation at Oracle OpenWorld 2016. The newly announced Oracle Engagement Cloud and Oracle Adaptive Intelligence apps plus an expanding portfolio of industry-specific CX solutions expand that footprint by several sizes.

One-Stop Experience for Sales and Service

The new Oracle Engagement Cloud represents “a brand-new category of unified sales and service to support our customers in many of the key industries in B2B,” said Ng, including banking, telecommunications, high-tech, and industrial manufacturing. “A lot of these industries have high-touch account management. Salespeople not only have to sell the products but are responsible for providing service to these customers in a blended environment,” he said.

Oracle Engagement Cloud makes this possible by displaying the business a customer has done with the company, the transactions underway, the support received, and the service tickets that are open—in one unified interface—so sales agents can provide service assistance for their clients and service agents can cross-sell and up-sell appropriate, targeted products and services.

Adaptive Intelligence

Oracle Adaptive Intelligent applications, also announced at Oracle OpenWorld, combine a company’s internal data about a customer with third-party data from Oracle Data Cloud such as life events, social interactions, and activities, leveraging machine learning methodologies and synthesizing appropriate recommendations in real time for the various business scenarios, Ng said.

The apps “are also able to learn from your behavior and the behavior of people like you,” said Ng, “adapting to your choices so that with continued use the answers become more and more refined and relevant.”

Prepackaged Industry Solutions

“We don’t expect our customers to take all the different requirements that they have leveraging our platform and assemble all the pieces including industry extensions,” Ng said. “A key part of our CX cloud strategy is to provide a set of prepackaged, out-of-the-box, standard best-practice industry solutions that we assemble in advance.”

Available now are industry CX solutions for high tech and industrial manufacturing, financial services, consumer goods, and communications. Oracle’s roadmap over the next year and beyond includes solutions for several additional industries.

“These are not just packaging exercises,” said Ng. “We have added a lot of industry-specific functionality—data model, user interface, business rules, reports, analytics, and even out-of-the-box integration with partner solutions.”

Choose Your Starting Point

Whether organically built at Oracle or acquired, Oracle CX Cloud apps are architected into an integrated platform that customers can adopt in full or adopt in modular fashion, said Ng. “We’re seeing an increasing trend of our customers starting with one or maybe two pillars and continuing to expand the footprint to realize bigger and bigger transformation.”

Global technology company Ricoh, for example, is using Oracle Field Service Cloud to match the right technicians with the right jobs. “We call it our mobile rad optimization endeavor,” said Gail Guillotte, vice president of enterprise solutions for Ricoh. “We used to hardwire our technician to the actual installation, and now we use technology to determine who is best suited to it and who is closest. And that was an outstanding success. We have exceeded all the KPIs that we targeted.”

Ricoh, also an Oracle Sales Cloud user, is beginning to look at digital commerce, said Guillotte, including self-service capabilities for customers so they can easily obtain information, schedule a service technician, or get help so they can fix an issue themselves. “So we are definitely starting to explore ecommerce platforms,” Guillotte said, “as well as much more work with data analytics and taking advantage of Oracle Data Cloud. And now Oracle adaptive intelligence is something to look forward to.”

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