Friday Jun 13, 2014

Creating Ideal Customers with Modern Marketing

“Without that real-time perspective, it's just not possible to stay in step with what your customers want and need.”

Customer-Obsessed Marketing Is Your Next Competitive Edge

Every business talks about focusing on the customer. But few actually deliver. Why? Because digital marketing technology can’t tell a compelling story. It lacks engaging dialogue with no connection beyond the transaction. It’s lost in translation because marketers don’t speak code. And it’s confusing to the customer because marketing and IT can’t connect process and data.

Take a look at your digital marketing picture. From a distance it may look fine. But look up close. It’s fragmented and the dots are not connected. You need much higher resolution. Step back and see the big picture. Zoom in on the individual customer. But you’ll need Modern Marketing technology engineered with enterprise grade data management and proven cloud performance.

Explore the people, processes, and technology of the Oracle Marketing Cloud. Create a culture of customer obsession. Simplify marketing across all channels to turn casual prospects into passionate advocates. Engage ideal customers with a meaningful experience. Personalize your brand narrative for each customer in every chapter of your story to increase engagement and revenue.

Read the full article and watch the videos here

Impatient Customers Make Flawless Service Mission Critical for Midsize Companies

At times, I can be an impatient customer. But I’m not alone. Research by The Social Habit shows that among customers who contact a brand, product, or company through social media for support, 32% expect a response within 30 minutes and 42% expect a response within 60 minutes! 70% of respondents to another study expected their complaints to be addressed within 24 hours, irrespective of how they contacted the company.

I was intrigued when I read a recent blog post by David Vap, Group Vice President of Product Development for Oracle Service Cloud. It’s about “Three Secrets to Innovation” in customer service. In David’s words:

1) Focus on making what’s hard simple

2) Solve real problems for real people

3) Don’t just spin a good vision. Do something about it 

I believe midsize companies have a leg up in delivering on these three points, mainly because they have no other choice. How can you grow a business without listening to your customers and providing flawless service? Big companies are often weighed down by customer service practices that have been churning in bureaucracy for years or even decades.

When the all-in-one printer/fax/scanner I bought my wife for Christmas (call me a romantic) failed after sixty days, I wasted hours of my time navigating the big brand manufacturer’s complex support and contact policies only to be offered a refurbished replacement after I shipped mine back to them. There was not a happy ending. Let's just say my wife still doesn't have a printer. 

Young midsize companies need to innovate to grow. Established midsize company brands need to innovate to survive and reach the next level.

Midsize Customer Case Study: The Boston Globe

The Boston Globe, established in 1872 and the winner of 22 Pulitzer Prizes, is fighting the prevailing decline in the newspaper industry. Businessman John Henry invested in the Globe in 2013 because he, “…believes deeply in the future of this great community, and the Globe should play a vital role in determining that future”. How well the paper executes on its bold new strategy is truly mission critical—a matter of life or death for an industry icon.

This customer case study tells how Oracle’s Service Cloud is helping The Boston Globe “do something about” and not just “spin” it’s strategy and vision via improved customer service. For example, Oracle RightNow Chat Cloud Service is now the preferred support channel for its online environments. The average e-mail or phone call can take three to four minutes to complete while the average chat is only 30 to 40 seconds.

It’s a great example of one company leveraging technology to make things simpler to solve real problems for real people.


Oracle Cloud Service a leader in The Forrester Wave™: Customer Service Solutions For Small And Midsize Teams, Q2 2014

CX Central @OpenWorld

Today, companies are redefining what an exceptional customer experience should be. Come to CX Central @ Oracle OpenWorld 2014 and learn about the key trends in customer experience, including social, mobile, big data, and cloud. You'll hear how the latest CX strategy and design can help you make your marketing dollars count more.

View all CX sessions here

OPA Mobile Now Available on iTunes AppStore and Google Play

A free standalone app demonstrating the power of Oracle Policy Automation (OPA) Interviews is available on both Apple’s iTunes AppStore and Google Play (for Android). Later in 2014 customers will be able to deploy their own policy models to the mobile app using the new OPA Hub!

Wesquare (NL) helps major CG customer integrating Oracle Service Cloud (RightNow) with JDEdwards

When this well known, Italy based, CG player claimed that they needed a new CRM tool, Oracle partner WeSquare had a precise idea of what would be required, knowing that the customer was using JDEdwards as an ERP: they immediately thoughts about a solution that would help synchronizing the customer’s back-end system with the new CRM interface.

The customer asked for presentations from three companies, including Oracle, and eventually selected Oracle Service Cloud (RightNow) with Alfa Sistemi (Oracle Platinum Partner) as a System Integrator supported by Wesquare (Oracle Gold partner specialized in RightNow).

Synchronizing an On Premises ERP with a new SaaS based CRM platform could be seen as an uphill task, but WeSquare was determined, during the presales cycle, to prove that they had the skills and the attitude to make the difference.

So, they rolled up their sleeves and got to it: five days of relentless work, missed lunches, and hours of brainstorming showed its result in the form of a new interface that works fabulously well with the JDEdwards ERP back-end and was successfully pitched by Oracle to the end-customer to win the deal!

WeSquare took the occasion to learn that they can integrate Oracle Service Cloud (RightNow) with practically every other solution that a customer may run. As part of the project, WeSquare was also involved in different add-on’s development with the aim of enriching Oracle Service Cloud’s functionality.

WeSquare is based in The Netherlands with an in-shore practice supported by off-shore teams in India. WeSquare can integrate and synchronize any application with RightNow.

For more information, visit or contact Wiebe Blankenberg (Managing Director) at +31 (0) 6 3632 1104



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