Oracle is enhancing its Service and Social Clouds as it looks to enable better customer services.
The Community Self-Service offering is created from the unification of its Web self-service and Web community.
The integration comes as customer trends show that they prefer to contact brands through social channels instead of by phone or email.
Customers will be able to simply access answers on queries through existing knowledge that the company has on an issue, in a single place through the Service Cloud.
The goal of this move is to help customers to get answers faster and it should result in companies having to field less calls, potentially reducing the amount of staff required in help centres.
Enhancements to its Social Cloud make it possible for it to listen in and analyse data from a company’s private sources. This is an additional to the social media data it monitors from Facebook, Twitter and customer communities.
On the 6th of August, Oracle and Twitter expanded their relationship in order to help businesses to better understand the conversations being had about their brands. The new data service ties in with this and will help to provide analysis.
The idea behind this is so that companies are able to improve the customer services that they give. Meg Bear, group VP, Oracle Cloud Social Platform, said: "In today’s competitive digital landscape, you’re compared to the most responsive companies on the web, not just your natural competitor."
Through its Social Cloud Relationship Management dashboard users will be able to analyse unstructured public and private data in order to gain customer insight.
David Vap, group VP, product development, Oracle: "In today’s hyper-competitive business environment, understanding the voice of the customer is essential to providing exceptional experiences, whether on public social networks, across communities, or within high-touch contact centers."
Oracle itself has come in for criticism regarding its treatment of its customers, being described as ‘brutish’ in its sales tactics.
Another area where the company has failed to shine is in a comparative survey of its performance in relation to its competitors, including ranking lowest in its ease to work with.