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Your Customer Engagement Center Needs More Than Just Traditional CRM

Jeff Wartgow
Director Product Management
This is a syndicated post, view the original post here
Once upon a time, assisted service ruled the world. Customers with questions called the contact center where customer service representatives relied on CRM systems and personal experience to solve the customer’s problem.

Oh how things have changed!

Today’s customers have an unbridled desire for self-service across almost every industry. This is coupled with an increasing demand for ease. Consumers want to solve their problems by pressing a button.

The challenge for an Engagement Center is that while customers want things easier, service requests are becoming more complex. Tried-and-true CRM systems, the mainstay of customer service for the past 30 years, no longer meet the needs of today’s organizations. The state-of-the-art Engagement Center is now a sophisticated network of highly complementary applications, designed to assist in answering even the most complex support request, regardless of what channel it arrives on. Agents change their role on a whim, from service agent, to sales rep, to consultant. All have the goal of delivering one consistent and unique customer experience.

Once again, Oracle is a leader in Gartner’s Magic Quadrant for the CRM Customer Engagement Center. For decades, Oracle’s core engagement center technology has been a mainstay of the CX software industry. However, as I mentioned before, to meet the expectations of today’s customers, organizations need more than just easy access to accurate customer records and workflows. Delivering an unforgettable customer experience that differentiates a brand requires investment beyond the fundamentals.

In addition to Oracle’s Engagement Center products, our team continually invests in complementary toolsets designed to keep our customers on the bleeding edge. These investments include the development of scalable Knowledge Management Systems that provide customers and agents access to easily searchable answers. Oracle offers one-of-a-kind Smart Advice Systems, like Oracle Policy Automation, to assist in the most complex tasks. Our mobile and web self-service platform can scale to support millions of sessions per month, and our co-browse functionality is an option to deliver white-glove experiences. Finally, our solution includes industry leading tools, such as Oracle Field Service Cloud, that extend service beyond an organization’s walls directly to the customer site. Many of these offerings are critical to delivering a complete service experience in today’s digital era.

Today’s empowered consumers expect that if they interact with your brand–through service, sales, marketing, commerce, or field service channels–that they will have a consistent experience. As a result, all systems throughout the customer journey must integrate seamlessly. Oracle Service Cloud is one piece of that integrated, customer experience.

We hope you find Gartner’s Magic Quadrant for the CRM Customer Engagement Center  enlightening. And whether you are starting on a journey to modernize your engagement center, or shoring up a well-oiled machine, keep in mind how your needs may extend beyond core CRM offerings. Oracle Service Cloud and the broader Oracle CX Suite will put these tools at your fingertips, helping you differentiate your brand with exceptional customer experiences.


Gartner Magic Quadrant for the CRM Customer Engagement Center, Michael Maoz, Brian Manusama, 16 May 2018. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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