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Achieving Digital Transformation with Oracle's Siebel CRM

Siebel CRM Roadshow - Utrecht Highlights

John Bedford
Director, Product Strategy

Last week in Utrecht, the european CAB community gathered for our Siebel CRM Roadshow. This 2 day event in the trendy Oracle office space bought together our partners and key customers to discuss Siebel CRM strategy and roadmap amongst many other innovative topics.

The key message from the latest Strategy and Roadmap presentation was that Siebel CRM has a vision and a plan for continuous innovation beyond 2030. Every year since Oracle acquired Siebel Systems Inc. in 2005, Premier Support has also automatically extended, and this will continue for a long time as our successful customers look to leverage Siebel CRM on-Premise (or Siebel CRM on-Cloud) and integrate with Oracle CX Cloud Suite, IoT Cloud and with other big data cloud solutions. There is categorically no truth what so ever with rumours in the market place about Siebel CRM innovation stagnating.

In fact, our customer success stories exemplify this forward thinking strategy more than anything else.

During the event Rabobank and ANWB showcased how they use Siebel CRM and Oracle Policy Automation (OPA) to streamline business rules and automate processes. Canon also pointed out that actually they use OPA with Siebel CRM and their own Internet of Things (IoT) integration solution; an intuitive way to make the modification of intelligent device specific rules seamless from application processes in Siebel CRM. Canon, have been using IoT technology inside their intelligent printers connected with Siebel CRM for automated service for years. The future of OPA was announced
with key takeaways being Next Generation Interviews, Embedded fonts and barcodes in forms; Data Collection from Inferred Entities, Access Control for Policy Models and the HR Accelerator.

Along with Siebel CRM strategy, Oracle CX Cloud Suite customer adoption case studies was discussed with a lot of interest shown into the integration approaches (Oracle Integrated Cloud Service) and augmentation, such as adding big data Oracle Marketing Cloud and Oracle Social Cloud to Siebel CRM. We have flagship customers taking this approach, General Motors were one of the pioneers to implement this hybrid CRM approach with Siebel CRM and Social Cloud; Panasonic also leverage Siebel CRM with Oracle Marketing Cloud for example.

The future innovations for Siebel CRM presentation gave an insight into the new product announcements to expect at OpenWorld 2016. Siebel Composer is the major new product innovation to be available in 17.0. Other major enhancements are Workspaces (multi-branch), Test Automation, Product Configurator caching, Application Generation (role/device modules), Restful interface and Siebel CRM on Cloud (migration and deployment tools). The Siebel CRM roadmap will soon embrace machine learning and process automation - with the introduction of IoT enabled end to end solutions for process automation. Mastering this paradigm shift for CRM will be a 5 year+ focus for the team, well beyond 2022 as we move into a more efficient, productive and insightful ‘Predictive’ CRM landscape powered by artificial intelligence.

New agile development solutions Siebel Composer, Workspaces and RESTful API were demonstrated, with so much interest in these innovations that the team will need to set up further collaboration sessions to cover it all!. With
the Siebel CRM in the Cloud presentation, the opportunity for customers to move from a CapEx model to an OpEx model
for hardware platforms to support the Siebel CRM application was a key highlight. With Oracle Cloud, all kinds of topology are possible, Private Cloud, Public Cloud, Cloud Machine etc.

Finally, we heard all about Data Archiving best practices and cool innovation demos from our Oracle Advanced Analytics team (combining Siebel CRM data with other data sources using the Visual Analyzer to dissect the data intuitively) and our gold partner e-Up who have been working closely with our engineering team on solutions to automate the testing of end to end business processes. The demo illustrated how simple it is to mimic a user scenario in the application for testing and playback.

A truly successful event, and the 6th Siebel CRM Roadshow event since May. Next up OpenWorld 2016!

To read more about the event, read this post from our partner e-Up.

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