le launches Guided Campaigns to boost customer service through genAI
Oracle Fusion Cloud Customer Experience has a number of new product enhancements and innovations. Guided Campaigns, which improves the workflow between sales and marketing for marketers, builds on previous Fusion development. Oracle Fusion Cloud Service also received generative AI capabilities.
Guided Campaigns. Guided Campaigns builds on the existing capabilities in Oracle Fusion Marketing and Oracle Fusion Sales to guide marketers through a step by step process to automatically qualify leads and deliver those to sales as ready-to-conversation opportunities.
- Targeting Account creates recommendations for target, engagement, and content based on data from previous campaigns.
- Multi-Step nurturing provides guidance for nurturing leads through a longer sales cycle.
- Simple Campaigns offers guidance for creating emails that recommend a product, service or special offer.
- Event Promotion is a guide to developing campaigns that will increase interest in and attendance at events.
- Guided Campaigns uses audience segments from Oracle Unity CDP which, using AI, surfaces relevant buying groups in target accounts.
Oracle SVP Rob Pinketon said, “There are many powerful marketing tools that can be used to do many wonderful things. But they also create two problems, which Guided Campaigns solves.” The first is that if you want to use these tools, they are all different, and you need to keep them updated, train your staff on how to use them, and integrate them. This is exhausting. The second problem, which is more subtly hidden, is that these apps, which people believe are necessary to increase revenue, actually take you away from the customer experience and revenue growth.
Pinkerton said that the sales department looks at marketing and thinks they’ve gone mad. They’ve turned into a bunch gearheads who work inside different data applications. There’s only a 2% likelihood that the stuff they send over will ever qualify for anything. “There’s a big alienation problem.”
Guided Campaigns is designed to simplify the workflow of email, web design and digital advertising for non-power users. Oracle also anticipates a paradigm shift: “We believe that marketing and sales teams will want to pursue greenfield prospecting more than install-based prospects. Many of the tools marketers have been trained on are meant to find new market segments. It’s fine for small software companies, but not for Fortune 2000 corporations.”
GenAI for customized service. Oracle offers a number of innovations that optimize customer service while improving agent productivity. These innovations are based on Oracle Cloud Infrastructure’s generative AI capabilities.
- The Assisted Agent Responses feature uses genAI for the initial response to service requests. These responses can then be edited and reviewed before being sent.
- Agents can create content using Assisted Knowledge Articles to address new service issues.
- New capabilities include creating summaries of customer engagement for administrators and agents, providing instructional content to field service agents and creating consistent workflows when addressing common issues.
Pinkerton said, “I think that a great customer service will do wonders for your brand.” I think that many companies have been convinced that customer service is not worth the cost and that they should automate all processes. It’s a great innovation, but it doesn’t do much for the brand.
Pinkerton described the experience of a customer service agent placing them on hold so that they could read through engagement logs. “I don’t want to speak to a machine, but I don’t want to be talking to someone who knows nothing.” Capabilities such as those above allow agents to quickly understand the issue.
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Judge’s reaction to her LinkedIn posting on SaaS customer success
Why do we care? Oracle finally takes up the AI megaphone. Rob Tarkoff was the EVP and General Manager of CX at . He told us that Oracle has always built AI and machine-learning into its applications. It has always been a deliberate decision to market AI differently. Instead of having a Sensei, an Einstein, or any extra layer of AI we integrate machine learning into the core flows.
Adobe (Sensei), and Salesforce (Einstein), made a lot noise this year about genAI. Oracle is now on board, although its AI capabilities still don’t have an adorable name.
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