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Oracle VP Aaron Shidler on Oracle's Top 5 CRM Industry-Specific Innovations

As vice president of Oracle Fusion Application strategy, industry veteran Aaron Shidler has a unique view into the breadth and depth of Oracle Applications. We asked him why Oracle is significantly expanding investment in industry-specific CRM solutions—and to tell us about some of the latest innovations.

Oracle Meets Growing Demand
The growing demand for industry-specific solutions for CRM is clear, according to Shidler. First, organizations are under more pressure to get solutions up and running faster and deliver measurable results sooner, even as they minimize total cost of ownership.

"Industry-specific solutions meet both these objectives, since you can get up and running without the added time and expense of extensive customizations that should have been delivered as industry-standard," says Shidler.

At the same time, customers increasingly expect CRM solutions to optimize their engagement with customers, including delivering greater insight and seamless interactions across more and more channels and devices. "Generic solutions that treat all industries equally cannot accomplish these goals without upfront customer investments," Shidler explains.

And because of the breadth, depth, and flexibility of its offerings, Oracle has a unique ability to craft solutions for individual industries, according to Shidler. For example, SaaS-only vendors often require customers to build integrations on a stack in their own datacenter.

Oracle, by contrast, can provide a complete solution across the entire stack—hardware, software, and middleware. "And our customers can choose on demand, on premise, or hosted solutions, so they can decide the best way to deploy their solutions," he says.

According to Shidler, the most exciting industry-specific innovations include

Life Sciences
It is increasingly difficult for life sciences salespeople to meet directly with physicians, making every visit they can get critical. At the same time, these sales people often work in environments with intermittent network access. Oracle continues to invest heavily in improving sales productivity by personalizing the presentation of drug information to physicians and recording results with features such as personal content delivery, samples management, and drug analytics. Delivery modes expected by users of the pharmaceutical companies include mobile/connected, disconnected, and iPad.

Consumer Goods
Increasingly, manufacturers want to engage more closely with, and even sell directly to, consumers. Oracle now offers complete direct-to-consumer process support, including
  • Advanced social media listening and insights, thanks to new integrations with Buzzient.
  • Tools to use those insights to drive marketing and loyalty strategies
  • Rich, personalized interactions to execute these strategies, thanks to the recent acquisition of ATG
Oracle CRM solutions enable communications service providers to deliver customer centric-business processes and operational excellence while reducing the total cost of ownership. "Communications-specific order management and promotions with prebuilt integration with billing, point of sale, and OSS applications all reduce total cost of ownership," explains Shidler. Customers such as Korea Telecom and Vodafone UK are embracing Oracle’s strategy for their transformation initiatives."

Other key operational benefits include
  • Improved time-to-market for new products, bundles, and promotions
  • Increased average order size and reduced cost-to-serve
  • Enterprise catalog management that enables companies to administer data and rules once and deploy solutions everywhere—across channels, applications, and devices
Financial Services
In the wake of the global financial crisis, financial services firms must regain customer confidence and craft customer-centric strategies that ensure optimal service in a highly competitive marketplace.

"Oracle offers solutions across the entire customer journey, including segmentation, personalization, a real-time decision treatment engine, application capture, click-to-call/chat, closed-loop marketing, and loyalty reward programs," says Shidler.

Public Sector
"We have successfully expanded Siebel Public Sector with out of-the-box social services case management for faster, more-productive eligibility checking, case administration, and policy automation for case workers. With the complexity and number of cases being logged, we have also added self-service for citizens. This enables customers to quickly implement a solution to manage delivery of services across government entities and locations, including those with limited remote access," says Shidler.

Learn more about Oracle's industry-specific CRM solutions.

This content is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
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