This is my fifth time attending Oracle OpenWorld in as many years. The show, held on September 28-October 2 in San Francisco, drew a large crowd this year, topping 60,000 attendees from over 145 countries. I spent my time at the CX Central conference-within-a-conference, dedicated to Oracle's Sales, Service and Marketing cloud. I went to high-level vision sessions, road map sessions, and customer testimonials. I also spent a lot of time talking to systems integrators that have recently deployed these solutions. My impressions of this year are mixed. Here is why:
- Oracle has deeply solidified its customer experience messaging. The vendor explains the importance on being focused on customer experiences that are in-line with customer expectations through the entire customer engagement journey, from researching to buying to using, and how few companies are doing a good job at delivering on expectations — a point that Forrester backs with a tremendous amount of research and data. Each session I attended led with a quick recap on the importance and value of delivering good CX, and this consistency was much appreciated.
- There was an over-emphasis on technology as opposed to the business value that Oracle’s CRM solutions deliver. The banners and posters were about infrastructure, platform, cloud. Customer case studies were about “30% less customization; “20% greater efficiency; 40% faster.” What I found missing was the business value for the customer, articulated in better experiences that impacted top-line revenue.