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Oracle Corporation provided the 1H18 Oracle CX strategy update for its customer experience program on February 9, 2018. The theme was business transformation through connection, both between business disciplines and from company to customer. Oracle’s past successes in this area inspire confidence that it will continue to deliver on its stated goals.

New methods, old goals

Achieving business transformation is the goal of adding or changing a technology stack, when it isn’t merely about saving money by changing vendors. There is no endpoint to transformation, only milestones, since standards and practices change over time. It is interesting to note, then, that the means of achieving those goals remain broadly the same: reducing information silos within an organization, simplifying tasks, gaining insight and predictability, and driving ROI.

This remains true of Oracle’s strategy for the first half of FY18. Its messaging – simplify, innovate, deliver – is a more concise version of the goals mentioned above. The primary focus will be around what Oracle is calling Connected Intelligence, the integration of artificial intelligence, customer analytics, and IoT analytics to achieve better insight and trigger automatic actions. Oracle cited several customer successes using this approach.

Ovum believes this conceptual approach is the correct one for at least the short and middle terms. The continued explosion of customer channel options and the accompanying increased expectations create an environment where manual servicing of customer needs can no longer scale effectively in large enterprises. Oracle and its competitors appear to realize that fully AI-served transactions for simple requests coupled with data-driven routing and recommendations for more complex situations is the way forward.

Oracle also introduced a common release schedule for its cloud product updates to align updates across Oracle CX. Scheduled releases that deliver new functionality will henceforth be called updates, delivered quarterly; scheduled bug fixes are maintenance packs, required every quarter but optionally available monthly; and unscheduled bug fixes will be weekly and one-off patches, released weekly and as needed, respectively. While not an important development itself, it is worth noting this change for accuracy of future reporting.


Further reading

"Oracle Adaptive Intelligent Apps translate data advantage to business value," IT0014-003262 (April 2017)

"Oracle extends its Customer Experience Cloud Suite to enable innovation at scale," IT0020-000327 (October 2017)


Marshall Lager, Senior Analyst, Customer Engagement

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