Five Ideas: Taking Care of Customers

Oracle releases new research about how to deliver superior service

Research recently released from Oracle revealed that customer experience is now a key driver for revenue growth in Europe, and an effective channel for brand differentiation in a globalized economy where products and services are increasingly commodified. The research report, Why Customer Satisfaction is No Longer Good Enough, reveals that 81 percent of consumers surveyed are willing to pay more for superior customer experience. Here, you can read the full report, plus hear from other experts about how to

“Our report has made one thing absolutely clear: getting customer experience right can help increase revenue and win customers away from competing organizations. By creating a consistent and connected experience across all points of customer contact—including the increasingly important social channel—businesses can clearly differentiate themselves and build priceless brand capital.” —Danny Rippon, CRM Business Solutions Director, Oracle

“We really do take a holistic approach to our customer strategy and we do that by truly understanding the guests...We've brought Epic Mix in and we're leveraging digital technology to improve the experience while they are on their trip, but what we haven't yet done—which is an opportunity for us—is take that relationship that we're building on the mountain, take the data that we're gathering, all the behavioral type insights, and infuse that into the other areas in the lifecycle so when somebody is planning for their trip it's much more of a relevant experience because we know something about them.” —Stacey Pool, Director, Online Experience at Vail Resorts

“Our goal is to provide the best-in-class CX across all industries—and we're in a unique position to achieve this. First of all, we have the most complete CX portfolio on the planet, from commerce to social to service and core customer relationship management applications. At the same time, we have decades of industry experience engineering solutions for individual industries. That means we really understand the specific data models and business processes that are needed to deliver on customer expectations.” —Rod Johnson, Oracle's vice president for industry strategy and development

“More and more power has shifted to the customer—beyond the direct control of the brand. Customers today have so many resources available to them to share their experiences about brands, both positive and negative—it’s astounding and it can be difficult to sift through. In fact, a recent study found that nearly three-quarters of marketers have little understanding of social media conversations happening around their brand. And 33 percent of them had difficulty determining the ROI of their social programs. So organizations need technology tools to help them understand this new social universe and its impact on their business.” —Michael Hylton, director of commerce and social product marketing

“Today most customer interactions are anonymous, but it's important for brands to know which customers drive value. Customers want to provide feedback. They want to share their opinions, but they want to know that those opinions are being heard and acted upon. For this to occur, we need to know much more about the customer and then reward them for their loyalty and for their advocacy.” —Anthony Lye, Senior Vice President, Cloud Applications Strategy, Oracle