Make it personal: 2 improvements to humanize customer service

June 14, 2021 | 3 minute read
Carrie West
Senior Product Marketing Manager, Oracle Advertising and CX
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After binge-watching nearly every new streaming show, I recently started re-watching "Mad Men." While I haven’t been inside an office for over a year now, I was struck by just how much the office environment has transformed in the last 60+ years—and that got me thinking: What did a customer service center look like back then, and how did it function?

I can imagine rows of customer service agents working diligently at desks or tables with corded phones, steno pads, and typewriters, but what happened when a customer called or a complaint letter was received? How did the agents find the answers to a customer’s question? How long did it take to track down and resolve the issue? How did they access and maintain a knowledgebase? Was there a wall of binders much like a library’s encyclopedia section, or were the agents simply on their own?

Advancing customer service with automation

Today, we have the advantage of technology and automation to activate and simplify the customer service experience. Customers can use any number of devices to visit a website, log onto a customer portal, find links to knowledge articles, and engage with a digital assistant chatbot or live agent all while cooking dinner. And what happens on the service side, under the hood, is a far cry from the days of "Mad Men"—with Oracle Service leading the way. Here are two of our latest innovations:

Quarterly Update for Oracle Advertising and CX

1. Next-generation knowledge management

In our most recent Quarterly Update on Innovations for Advertising and CX, we introduced our latest release of knowledge management for B2B Service.

This new knowledge management solution offers a unified and conversational activity feed that works just like your everyday web and social media apps. For service representatives, it proactively surfaces the most relevant information to the top of the agent’s screen using context derived from the service request, greatly reducing time spent searching for answers. This new experience dramatically simplifies the human side of customer service.

Next-generation knowledge management

The intuitive agent experience also streamlines the authoring process, facilitating the creation and delivery of knowledge articles that agents can use to quickly resolve issues. Using customer-specific content templates with fields defined by the business, this new interface empowers subject matter experts to quickly and intuitively turn existing knowledge into easily accessible articles.

Next-generation knowledge management

2. Asynchronous chat

Thanks to our mobile devices, we’ve grown accustomed to ongoing, long-running interactions with friends and family. We’re used to keeping a conversation going now for days or even months, picking up right where we left off with each new message. Our release of asynchronous chat now allows service organizations to engage with customers in a similar way, maintaining longer, more complex conversations—even after long periods of inactivity.

By carrying over the background from one related interaction to the next, customers avoid the dreaded frustration of repeating themselves each time they deal with the same topic, issue, or question.

Asynchronous chat

Oracle Service continues to deliver next-generation service experiences for both agents and customers. Check out our latest Quarterly Update on Innovations for Advertising and Customer Experience for more details.

Want to learn more? See how Oracle Service can help improve customer service, build customer loyalty, and drive revenue with a quick product tour.

Carrie West

Senior Product Marketing Manager, Oracle Advertising and CX

Carrie West is a Senior Product Marketing Manager at Oracle. Focused on go-to-market initiatives for Oracle Sales, Carrie has extensive experience in setting strategy, driving execution, and obtaining measurable ROI for marketing and sales initiatives.


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