For years the idea of Customer Service has meant many things to different organisations. Around 2010 companies like Oracle Corporation and salesforce.com got to a point where they felt their technology offerings were such that they covered all aspects of the buyer’s journey and as a result, they could help organisations deliver a more consistent “customer experience” across each touch point in the buyer’s journey.
Understanding Customer Experience (CX) today
In the YouTube clip below, Brian Curran – Vice President Customer Experience Strategy at Oracle Corporation lays out a compelling argument for developing a CX strategy within any business.
Oracle and salesforce.com have developed solid strategies to support every stage of the buyer’s journey. Personally, I think Oracle’s offering is a more robust, wider and deeper offering than salesforce.com however things are moving very quickly with both companies.
In December of 2013 Oracle announced the acquisition of Responsys, a more B2C focussed email marketing organisation. Along with Oracle Marketing Cloud Eloqua, Oracle Marketing Cloud Responsys will enhance Oracle’s leadership in the Marketing Automation space.
“Oracle has announced further integrations between key elements of its Marketing Cloud platform as it strives to unite a growing suite of applications and capabilities and win over marketers.
During the recent [Oct 2014] Oracle OpenWorld event in San Francisco, the vendor said it had integrated the former BlueKai Data Management Platform (now the Oracle Data Management Platform solution) with its Cross-Channel Marketing offering to help customers improve acquisition, retention and re-engagement with retargeting across multiple channels.”
SOURCE: CMO “Oracle integrates BlueKai with Marketing Cloud”
Marketing Automation & CX
From a Digital Body Language point of view, you need to have the ability to track people’s behaviour over your owned digital assets. As I talk with customers about their use of the Oracle Marketing Cloud B2B and the type of campaigns they’re building, smarter customers understand through improved segmentation they can engage with a smaller, more qualified group of people.
The idea of having to email the entire database to get a few responses is a failed strategy, certainly in the B2B space.
Marketing Automation is the perfect tool to support your engagement goals as part of your Customer Experience (CX) strategy.
How do you get started?
You start by understanding what people are looking at on your website, marrying that with their demographic profile and their engagement or digital body language. Then you join that with time frames e.g. activity across the past e.g. 14 days and then you can engage with relevant content.
Welcome to the world of Marketing Automation, trigger based marketing and more, all designed to enhance and drive your customer experience strategy.