Oracle's Customer Experience Management Technology: Its A Good Thing, But Really Hard To Do

I was at Oracle’s Analyst day today, and spent time with the Customer Experience Team drilling into the technology that allows organizations to deliver consistent, cross-channel, cross-touchpoint experiences across what Oracle terms the buying and owning journey – and which parallels Forrester’s viewpoint quite nicely. Here is Oracle's view of this journey:

 

 

 

 

 

 

 

 

 

 

 

Most companies cannot deliver consistent customer experiences across the explosion of touchpoints and communication channels.  This is, in part, because companies have historically implemented customer-facing technologies in silos, disconnected from each other. Here's some data points about customer service that backs this up. In a survey of eBusiness professionals, only 19% and 21% of the respondents believe that they are effective at multichannel integration and back-end integration, respectively.  More than that, companies are not treating this problem as pressing: In our latest Forrsignts survey, only 34% of companies interviewed are planning to do any type of multichannel integration – and again, this is data for customer service only!

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