By Richard Lefebvre-Oracle on Aug 27, 2015
Today more than one in three customers prefers to contact brands through social channels rather than by phone or email (Nielsen), and the distinction between social and traditional channels is eroding. To deliver the best possible customer experience across traditional and digital channels, customer care organizations need to provide a positive and unified experience where and when customers want, whether they are on Twitter, Facebook, peer-to-peer communities, or other social networks.
Following Oracle’s recent Twitter-enriched social customer service announcement, the latest release of Oracle Service Cloud and Oracle Social Cloud continues to power positive and differentiated customer experiences. The new functionality includes:
New Community Self-Service solution to help streamline the customer journey
- New approach to web self-service brings community functionality directly into core Service Cloud multi-channel web experience
- Service Cloud now enables organizations to deliver a seamless experience between web self-service and community interactions, leveraging power of customer knowledge to improve service operations
- A customer no longer needs to separately navigate self-service and community sites to find an answer, instead discovering and interacting with both formal knowledge (knowledge base) and informal knowledge (community answers) in a single experience
Enhanced social service and incident routing
- New workflow capabilities between Social Cloud and Service Cloud enable businesses to leverage power of social insights and engagements
- Business users can now attach contextual attributes and notes from posts or incidents identified by Social Cloud directly to Service Cloud to improve service quality and efficiency by providing more customer information and context
Extended social listening and analytics capabilities to private data sources
- Enhanced connectivity between Social Cloud and Service Cloud has also extended social listening and analytics to enterprise private-data sources, such as the new community self-service capability, survey data, and chat and call logs.
- Organizations can now listen and analyze unstructured data and gain insights with terms, themes, sentiment, and customer metrics, and view private and public data side by side in the Oracle SRM.
According to Gartner, investment in peer-to-peer communities drives support costs down and boosts profits. In fact, in a December 2014 Gartner research note entitled “Nine CRM Projects to Do Right Now for Customer Service,” Michael Maoz, Vice President, Distinguished Analyst, Gartner, writes, “Gartner clients who are successful in this space are still seeing on average of 20% reduction in the creation of support tickets following the introduction of peer-to-peer communities.” Maoz goes on to say, “Clients are seeing other business benefits as well. By enabling community-based support, clients have been able to recognize new sales opportunities and increase existing customer satisfaction, resulting in increased revenue in several of these cases.”
By David Vap (Oracle GVP Service Cloud)