Enterprise resource planning (ERP) firm Oracle has made updates to both its Social Cloud and Service Cloud platforms, bringing a variety of new features and enhancements. This is the latest effort by the company to ensure that its clients are able to easily integrate social media into the centre of their businesses. The latest upgrades should ensure that companies have more insights into their customers’ behaviour and, as a result, provide a better service.
With social media having become so important for modern business, it is vital that firms have easy ways to integrate platforms into everyday working life. Organisations also need ways to understand and analyse the data from these platforms. This is where Oracle has placed its efforts, bringing new features to its Social and Service Cloud platforms so that companies can gain social insights with which to leverage their customer services.
For Oracle Service Cloud, the update has brought Community Self-Service ‒ a feature that allows firms to bring entire communities into their online customer service offerings. Social media channels and websites are now interlinked, which provides marketers with a way to listen to the consumer voice and use the knowledge they gain to improve customer care. It also provides a way for brands to track their customers' buying journey. Changes can then be made to ensure people are taken through the most efficient process, whether this is providing answers to common questions or facilitating the purchase process.
Meanwhile, Oracle has also updated Social Cloud to include features allowing social messages to be listened to and analysed. Service logs and survey data can be gathered from public and private networks, with this information made available in the Social Cloud Relationship Management dashboard.
Beyond individual platform enhancements, the ERP vendor has also added automation between the two systems as a way to provide better insights. Notes and attributes formed from incidents in Social Cloud can also be attached and applied to Service Cloud.
David Vap, Oracle’s group vice-president of product development, stated: “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 centres. The updates to the Oracle Service Cloud and Oracle Social Cloud help businesses listen, identify and track social conversations, enabling them to quickly and efficiently respond to customers looking for answers, which helps foster a loyal group of brand ambassadors.”
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