This week, we’ve been on location at Oracle’s joint analyst summit covering the company’s latest database and applications developments. On day two of the summit, Rob Tarkoff, Executive Vice President and General Manager of Oracle Customer Experience, discussed the company’s customer experience (CX) strategy.
Framing the current CX landscape, he took the audience of industry analysts on a short trip back to the introduction of technologies that played the most transformative role in the way companies approach CX today. He reminded us how dramatically mobile devices, the cloud, the introduction of social media, the birth of the influencer, and the explosion of user-generated content had changed the playing field.
Now, says Tarkoff, we are in a new period of technology change with AI and sensor-driven devices propelling the latest CX functions. Oracle CX software, says Tarkoff, is ready to enable this. To that end, Oracle announced new AI capabilities within Oracle Fusion Cloud Customer Experience (CX).
Improved Buyer Targeting, Communications
The new AI capabilities automate monotonous tasks that will ultimately accelerate the sales process and provide marketers, sellers, and service agents with the information they need to better target and communicate with buyers.
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“AI is continuously proving its ability to enhance user experiences and we are only beginning to see what this technology can do for customer service, sales, and marketing,” says Katrina Gosek, vice president of product strategy, Oracle Cloud CX.
“The new AI capabilities embedded within Oracle Cloud CX will enable organizations to enhance customer satisfaction and drive more sales by automating processes that enable marketing, sales, and service professionals to spend their quality time on more meaningful tasks while the technology is helping to engage and serve buyers in a more precise manner.”
The new capabilities for Oracle Cloud CX are the latest AI use cases built on Oracle Cloud Infrastructure (OCI) for the Oracle Fusion Cloud Applications. They include:
Gen AI-Assisted Answer Generation: Using this feature, service agents can dramatically reduce workloads by generating responses to customer queries in context. Embedded in Oracle Service, this new GenAI capability, which leverages Oracle Digital Assistant, aims to make response times quicker and give service agents more leverage to work on complex questions.
Assisted Scheduling for Field Service: This new capability for Oracle Service is intended to improve productivity and boost customer satisfaction by recommending jobs automatically to field service agents based on the duration of the job, locations, skills, and other key metrics. Ultimately, the new feature enables field service technicians to optimize their schedules without any heavy lifting.
Opportunity Qualification Scoring: AI scoring capabilities for Oracle Unity Customer Data Platform (CDP) have been designed to help marketers and sellers identify the right B2B buying group members to generate more deals. Essentially, the scoring system identifies the most potential for B2B sales contacts.
Gen AI Assisted Authoring for Marketing and Sales: New GenAI capabilities in Oracle Marketing and Oracle Sales aim to increase buyer engagement and speed up campaigns through targeted sales and marketing content generation. This could include emails or copy for landing pages.
Seller Engagement Recommendations: Oracle Sales is being embellished with new AI capabilities that will expedite deal generation by providing targeted recommendations on specific products to offer customers as well as insights on buyer engagements. Collectively, these features should help sellers increase engagement with buyers and encourage faster purchase decision-making.
Closing Thoughts
AI has dominated new and enhanced technologies from Oracle technologies in recent months. However, it isn’t often that we get to see how all of a company’s various capabilities work together to achieve a given outcome.
While focusing on a specific set of use cases, this new release in Oracle Cloud CX shows how the company is leveraging AI broadly to enhance productivity on a cohesive basis. GenAI is used in a targeted manner, while other AI elements that Oracle has perfected over decades provide complementary capabilities.
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