The News: Oracle has integrated Oracle Unity customer data into its Oracle Service application as part of Oracle Fusion Cloud Customer Experience. The update will help customer service agents gain a unified view of the customer to provide better engagements. Read Oracle’s Press Release here.
Oracle Fusion Cloud’s Customer Data Integration Provides Unified View to Service Agents
Analyst Take: Customer service is a consistently troublesome aspect of CX, but Oracle Fusion Cloud’s integration of customer data from Oracle Unity CDP will now provide a complete customer view to service agents. Too many service agents have been forced to rely on patchwork systems to hunt for the data they need to solve customer’s problems effectively and efficiently. By leveraging Oracle Unity data within its Oracle Service platform, Oracle Fusion Cloud CX promises to empower agents to provide a better customer service experience.
As enterprises endeavor to improve their customer experience and engagement, customer service is a vital differentiator — but many consumers have been alienated by bad experiences and dread interacting with customer service agents. Oracle Fusion Cloud hopes to reverse the trend by using artificial intelligence to help agents and organizations deliver personalized, informed, and efficient service engagements. This recent innovation from Oracle is currently available to Oracle Service customers.
Oracle Fusion Cloud Combines Strengths of Unity and Service Platforms
Oracle Fusion Cloud’s integration of Oracle Unity data into Oracle Service enables significant new functionalities, including the ability to route agents to specific customers based on customer history, loyalty, or product interest, personalizing the agent-customer connection to encourage better experiences. By providing a unified view of the customer through CDP data, it also allows agents to access relevant insights quickly and spend time engaging with customers instead of searching for their information. In addition, Oracle Fusion Cloud will empower service agents to provide product recommendations based on a customer’s history as well as easily add them to targeted follow-up marketing campaigns that align with their purchases and interests.
Oracle Fusion Cloud is a promising solution to the dilemmas posed by customer engagement and service experiences. Providing customer service agents with a unified view of the customers they serve opens the door to much more satisfying experiences for both agents and customers. Service agents perform a vital but often thankless (or worse) function for companies – I’m glad to see Oracle Fusion Cloud empowering them with the tools they need to work effectively and efficiently.
Disclosure: Futurum Research is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of Futurum Research as a whole.
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Shelly Kramer is a Principal Analyst and Founding Partner at Futurum Research. A serial entrepreneur with a technology centric focus, she has worked alongside some of the world’s largest brands to embrace disruption and spur innovation, understand and address the realities of the connected customer, and help navigate the process of digital transformation. She brings 20 years' experience as a brand strategist to her work at Futurum, and has deep experience helping global companies with marketing challenges, GTM strategies, messaging development, and driving strategy and digital transformation for B2B brands across multiple verticals. Shelly's coverage areas include Collaboration/CX/SaaS, platforms, ESG, and Cybersecurity, as well as topics and trends related to the Future of Work, the transformation of the workplace and how people and technology are driving that transformation. A transplanted New Yorker, she has learned to love life in the Midwest, and has firsthand experience that some of the most innovative minds and most successful companies in the world also happen to live in “flyover country.”