Last year introduced new challenges across all aspects of life, including a rapid transition to remote work and distance learning in just a matter of days. It was definitely a lesson in flexibility and adaptability for us all—marketers included. Marketing leaders had to quickly adjust their strategies if they wanted to build and nurture lasting relationships with customers today. Now, there’s no going back.
According to McKinsey, ecommerce in the U.S. leaped forward 10 years in just three months last year. And with customers moving most of their purchases online, the buying journey is now even more complex.
Today’s empowered customer takes a nonlinear approach when it comes to making a purchase, interacting with a brand on their own terms. They often search online, browse customer reviews, and follow a brand on social media well before visiting their website to buy. The brand is no longer in control, and in today’s competitive environment, creating a better customer experience (CX) is what distinguishes winning companies from the rest.
But solutions providers that claim to support this initiative through consolidated data have been overpromising and under-delivering for 30 years. Does this sound familiar? “Don’t worry. We’ll bring all your data together in an enterprise warehouse, and that will fix your customer experience problem.”
In the old days, getting a 360 customer view meant merging your CRM list with your direct mail list. And now? The volume and variety of customer data has proliferated and made consolidation almost impossible.
Some of today’s solutions do a decent job optimizing customer touchpoints within a domain—marketing, sales, commerce, customer service, customer loyalty, etc. But when every touchpoint creates even more siloed data, it becomes increasingly challenging to get a single view of your customer and provide that precious, connected brand experience, no matter how or where your customer engages. The optimization of marketing or sales or customer service alone is no longer good enough to provide a connected customer experience. It's time for a true customer data platform (CDP).
For CX professionals who want to increase customer satisfaction and grow customer lifetime value (CLV), siloed customer data just won’t cut it. Optimal customer experiences require a comprehensive view of the customer that connects data across every customer interaction. What if you could use your data to:
These are just a few of the opportunities the Oracle Unity Customer Data Platform provides.
Oracle Unity is an enterprise customer data platform that connects customer experiences across marketing, sales, and service—all without the help of a data scientist.
With built-in AI-powered predictive intelligence, Oracle Unity Customer Data Platform enables contextually rich personalized engagement by connecting customer data across the entire customer journey and determining the next best experience, initiating those actions directly within Oracle Advertising and CX, as well as partner, applications.
It delivers known and unknown insights from often disparate adtech and martech systems, allowing brands to orchestrate personalized, in-the-moment experiences whenever and however a customer or prospect chooses to interact.
Oracle has actively invested in solving the problems where today’s solutions fall short, such as helping CX professionals deliver a customer experience that’s timely, relevant, and consistent across each and every brand interaction.
Oracle's customer data platform does this in three core areas:
Oracle also has a history of helping companies get more value from their data assets, and Oracle Unity Customer Data Platform takes that a step further. ShopBack, a loyalty and discovery platform with over 11 million members across eight countries in the Asia-Pacific region, selected Oracle Unity to unify its customer data and wow customers with a connected, relevant, personalized experience.
“Managing data across multiple countries, languages, and applications has always been a focus for us,” said Scott Tan, head of CRM at ShopBack. “To create a personalized customer experience at scale, we needed to aggregate our data to create one system of record. Oracle Unity not only allows us to weave our customer data together to create a single source of truth, but also provides the insights needed to deliver richer interactions with our customers.”
Oracle Unity Customer Data Platform truly enables CX professionals to leverage their data and intelligence to retain and grow their most profitable customers.
Originally published 2019, updated March 2021.
Abbas Makhdum is the director of product marketing for AI and emerging technologies at Oracle. With experience in SaaS-based marketing, artificial intelligence, analytics, customer experience platforms, and personalization solutions, Abbas helps companies launch new markets, products, sales enablement, and demand generation strategies that grow ARR.