Without question, much of the excitement around Oracle OpenWorld this year surrounds the cloud as the host mechanism for the socially enabled enterprise. Only the cloud offers the needed power, capacity and speed to take full advantage of the waves of big data consumers are willingly offering up to corporations via social plus multiple other touch points.
Of course, to take advantage of this enormous opportunity, those same corporations must make sure that consumer data from those varied sources are fully integrated, creating a treasure chest of data from which any function within the organization can parse and pull, each for their own purposes.
The result is a markedly increased ability to know the customer intimately, to time and personalize offerings expertly, and to predict what the customer is likely to want/need. In other words, it makes possible a customer experience that “wows” the consumer, increasing their satisfaction and loyalty.
Silos inside organizations are crumbling to accommodate this vision. Departments, especially those of the CMO and CIO, are drawing together in a never before seen symbiotic relationship. Likewise, the tools they use must also draw together and work together, and that happens in the cloud.
Getting it right and being customer-centric has never been more critical for success. The public is always on the go, always connected, always influencing and always interacting, both with brands and each other. And oh yeah, they fully expect accurate, real-time, useful responses, something internal IT alone is greatly challenged to accomplish.
Making the task even more herculean is the sheer number of social accounts corporations are managing. Altimeter Group says companies now average about 178 corporate-owned social media accounts. Multiple social accounts, multiple devices, multiple social networks, multiple departments, multiple data sources…all those “multiples” can be managed, shared and acted only if an integrated, seamless enterprise platform has been brought to the table.
Oracle OpenWorld sessions such as “Socially Enable Your Enterprise to Maximize Your Customer Experience” are pointing out to attendees the importance of a cloud-based mission-critical enterprise infrastructure, platform and applications suite that includes social relationship management tools that extends social’s power across marketing, sales, customer service, and HR. (And that’s to say nothing of the cloud-based social enablement of internal-only functions)
That kind of extensive social insight and data, when married to other enterprise data, is what provides the foundation of the socially enabled enterprise, able to deliver the kind of enhanced, seamless customer experiences that make brands irresistible.