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
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 CX Marketing Eloqua, Oracle CX Marketing Responsys will enhance Oracle’s leadership in the Marketing Automation space.
Moving forward to 2021, in the midst of the worldwide COVID-19 pandemic, Oracle was named a Leader in The Forrester Wave™ for Digital Experience Platforms, Q3 2021 .
“If you’re a Chief Digital Officer, the past 18 months have pushed you and your team to accelerate efforts, dramatically. Around the world, our customers and partners—almost overnight—had to embrace end-to-end digital-first operating models. Those agile enough to embrace this reality had a significantly better chance at surviving and thriving throughout the COVID-19 business environment.
In parallel, your customer—both B2B and B2C—is producing an ever-increasing “breadcrumb-trail,” digitally signalling their needs, meanwhile, privacy and compliance departments demand a thoughtful and considered approach of leveraging those signals. Digital teams are challenged to capture and analyze those signals to create clean, trusted customer profiles that drive dynamic, contextually relevant campaigns, content, and experiences. Doing this faster, better, and more efficiently than the competition is the simplest definition of digital experience agility.”
SOURCE: Oracle.com | July 21, 2021 |
“Oracle is named a Leader in The Forrester Wave™ for Digital Experience Platforms, Q3 2021“
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 Oracle Eloqua 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.
An Omnichannel view of the buyer’s journey is meant to be all-encompassing, with a view of all touch-points made by the prospect or customer. This includes but is not limited to, social media platforms, e-commerce sites, billing systems, mobile apps, in-store point of sale and more.
Welcome to the world of Marketing Automation, trigger-based, always-on marketing and more, all designed to enhance and drive your customer experience strategy.