UK Oracle User Group

Notes from the Oracle CRM Keynote by Melissa Boxer, Vice President, CRM Product Management and Product Strategy

9 July 2012

UK Oracle User Group CRM Conference 2012 took place on 28th June 2012 at Madejski Stadium in Reading. It was the first conference for this ‘new and improved’ UKOUG CRM community. Find details in the article about the event itself as well as notes from the Oracle keynote which include details on, CX, Customer Life Time Value, The key objectives of Oracle’s strategy, CX Lifecycle, Oracle acquisitions and other headlines for the CRM and Siebel communities.

The conference was supported by conference sponsors, IBM and ITC Infotech. Keep reading for all the latest updates on Oracle’s strategy with CRM and the roadmap ahead.

"UK Oracle User Group conferences always deliver a high level of engagement from the delegates and this was no exception. Terrific conference.” James McLeod, Experian QAS, Conference Speaker 

The ‘new’ community incorporates Siebel & CRM On Demand, Fusion CRM and all associated Oracle CRM products, the new CRM community is both a business and a product community, with goals to help you both on your journey to upgrade, and to make the most of the richness and complexity of Oracle’s CRM products.

Delegates started the day with a bacon butty and expectant chatter about what was going to be discussed. The specialised exhibition hosted three UKOUG partners, Customer Systems, Experian QAS and ITC Infotech.

"The conference was a fantastic opportunity to get in front of a highly targeted audience and showcase our learning resources." Darren Beer, McGraw Hill, UKOUG Partners who offer members 40% of Oracle Press publications.

 As well as the presentations throughout the day, it was great to see that lively conversations were sparking throughout the break out areas with problems and the solutions shared between users. This has always been the key benefit of a user group and the communities; to share and learn from one another.

 “I enjoyed the chance to network with CRM professionals and found the presentations informative and gained a wealth of product knowledge... Even though it took place in such a terrible stadium." Mark Murphy, West Ham United Fan, Vertex IT Solutions Ltd.

"Quite insightful, quite educational.  I'm not from a Siebel background but it's good to see the direction Oracle is going with Fusion whilst maintaining the existing application, for example  People Soft and Siebel."  Emmet Galvin, RBS, Conference delegate

Many thanks go to the committee and speakers who gave their own time to put this event together for the CRM user community. Details of the committee can be found at the bottom of the page.  And a special thanks goes to Melissa Boxer, Vice President Product Management & Strategy – Siebel, Customer Hub & Customer Experience, Oracle who flew over from America to give her two keynote sessions. Read on for details of her opening keynote where the Oracle roadmap for CX (Customer Experience) is explained.

UKOUG Communications Manager, Pippa Grayshon shares her notes from the Oracle Keynote presentation by Melissa Boxer, Vice President, CRM Product Management and Product Strategy.

View Melissa’s original slides here. View Oracle’s Safe Harbor Statement here.

Melissa Boxer has spoken at UK Oracle User Group conferences before and welcomed the chance to come back again and share the Oracle strategy and roadmap with the CRM community. She started by explaining that the Oracle Apps Team have been extremely busy this year. She was looking forward to demonstrating some of the new outputs of these developments with the delegates.

At the moment Oracle are at an inflection point, capitalising on the CX (Customer Experience) revelation. CX has been launched very recently, it is the customer experience initiative from Oracle, and Melissa came to the conference to introduce it to the user community.

The CX arena is being elevated by Oracle against its other offerings and this year at OpenWorld it will be putting customer experience as a main focus of the event.

Melissa announced that there will be a new Oracle CX Conference starting on the Thursday of OpenWorld 2012 running alongside the larger annual conference. They have kept the two conferences separate because the two audiences have a different agenda. OpenWorld focuses on the buyer of technology, whereas CX will be focused on the business owners and users. Melissa welcomed all the CRM user group community to attend.

After the introduction Melissa then went into the Oracle strategy and laid out the Oracle roadmap for the coming year. Here are some of the highlights from the presentations:

CX is the new brand for all things customer related. Customer experience is the only sustainable differentiator.

Customers are driving the conversation, and this means Oracle users need a whole new way of thinking, and new technology to support that.

  • More competition around the globe
  • Products are becoming more commoditised
  • Traditional marketing is less effective
  • Customers have higher expectations

Why does customer experience matter so much now?

  • More choice, customers are in control of the conversation and how they engage with you
  • Higher expectations, you need to recognise them through all channels whether on the phone or on the web
  • More influence,  peer to peer influence is stronger than traditional marketing 

The challenges lie within enabling customer expectations, think about what's happening to customer relationships?

  • Channel explosion, multiple channel challenge and they just keep growing
  • Global growth,  you need to be able to a manage growth in a seamless way
  • Empower sales to understand the customer and represent you
  • Deliver targeted and personalised messages to communicate effectively with your customers
  • The challenge is gathering the real usable data

The different channels Melissa highlighted included in-store, direct sales, contact centre, field service, and digital. There are a larger number of segments to get across than ever before.

There is no longer a direct journey for customers. They may leave a call with you thinking they will purchase your product but then they speak to their friends through social media and spend time researching on the web for examples and things can change. The customer journey is no longer a straight line. Silos, KPIs and incentives can also make things worse and complicate the messages.

Oracle are making it easy to effect change seamlessly, keeping the message consistent and personal to customers. Oracle powers great customer experiences. They have put forward a strategy that would help B2B and B2C customers engage with customers across all channels and use the rich history and information held internally to make the journey relevant.


The key objectives of Oracle’s strategy is to...

  •  Help you know your customer
  • Enable profitable customer journeys
  • Across multiple channels
  • Create loyalty
  • With analytic insights - to enable development and updates empowering business owners to effective change easily

Customer Life Time Value (CLTV)

Customer life time value is being re-defined. What you spend + what you influence + what you do. Transactional value with social value and behavioural value now equates to the new CLTV. Oracle is very focused on redefining customer value in a different way. Part of that is being able to track and understand the behaviour of customers.

Users need to understand the traditional and social view side by side of the customer. 

Melissa went on to emphasise that Social Networks are increasingly important. Trust comes from your peers understanding the value of the influence they hold. Oracle has addressed this with their strategy. The Oracle CX apps will enable users to hear social talk and load it into a clear and understandable format. Social relationships need to be mapped. Explicit and implicit structures are needed.  Oracle will capture the social attributes and try to understand the patterns, behaviour and similarities giving users a 360 degree view of the customer. Tracking the social sharing that happens on the social web will give users a richer understanding of their customers.  

Only Oracle delivers an end to end CX solution. With mobile, online, store, call centres, field services and social integration. The framework segments down from platform services into the layers of experience applications, operational applications and master data management into social services.


CX Lifecycle

Delegates were then informed about the customer experience CX lifecycle. A figure of eight, an infinity loop, which went through a number of stages; engaging customers; retain their support and serving then in an efficient and effective way. The two loops of the figure of eight are Buy (market and sell) and Own (support and service).


CXOracle acquisitions for CX

Oracle acquisitions for CX so far include,  ATG, FatWire, InQuira, ENDECA, RightNow, Virtue (Virtue is soon to be the latest acquisition). All these were best in class for their specific areas which is why Oracle has invested in them. More information on these will be available at OpenWorld, including how they are being leveraged into the operating area. Oracle will tie these new capabilities into the right areas of Oracle CX. They may not be complete integrations but if not will be available in other ways.

Melissa explained that Oracle are not just buying but have also been developing and building new applications to compliment Oracle acquisitions. With a large focus either on Fusion CRM on premise or Cloud. 


An example of the customer journey using Oracle CX

Melissa then took the delegates through an example demo using the different CX interfaces of how all this would work and what it looks like through an example.

The contacts start the journey with an email. This takes them through to a personal URL tracking behaviours and showing personalised offers, this is then followed up a few days later when they spot an outdoor advertisement on a bus shelter with a QR code. The code takes them through to a mobile page and a relevant store (based on where they are in the county). The customer then goes to a store and identifies themselves; the employee would then know who the customer is; their personal stats and history. Suggestions to the customer could then be highly personalised. The customer decides not to purchase at that point but investigation then goes online. The customer uses the click-to-chat on the website to find out more, they then tweet about the promotion or service they have experienced.  The next call they make is to the sales department and the person on the end of the phone can see the customer’s tweet and interaction history. Finally when something is purchased a reward is sent to the customer’s phone to reward them for engaging on the journey with your business. 

Recognition and reward which is possible through Oracle CX helps to end the loop with the customer and leaves things on a positive note.


Starbucks are doing this really well using Oracle to streamline the customer journey in the US, using a loyalty programme which will be rolled out in the UK soon. The loyalty scheme uses an app which customers use to purchase coffee. Starbucks can then track behaviour and personal data to build a picture of their customers and give back to the customer in a way they like. For example a free drink on their birthday or a special offer on a snack they often buy with their drink.

Melissa then tied in a B2B angle, talking about empowering the sales person to drive the customer experience. Fusion CRM delivers applications to help them really understand the customers.


Fusion headlines for the CRM community

Fusion CRM is efficient, effective and easy. It is an integrated sales and marketing solution. Prospecting is an incredibly important stage between the marketing that fills the pipeline and sales reps closing the leads and that is really what this will enable you to do.

Fusion CRM is now integrative with Microsoft Outlook which is where most sales reps like to spend the majority of their day. It also works across a large number of platforms and is extremely ‘user friendly’.

Fusion CRM is built to improve sales efficiency, which means that every single sales person can add to the bottom line. Rather than cutting in-effective sales people and focusing on the big sellers Fusion CRM supports and helps to enable all sales staff to perform better.

Fusion CRM is easy to use across a number of interfaces, including mobile, tablet and online. It is easy to configure, with changes being easy to make without the support of IT. So the business user can manage the changes themselves.

Fusion CRM live demo

Delegates of the UKOUG CRM Conference 2012 were then taken through a preview of Oracle Fusion CRM. This was the first time it had been seen in public in the UK. Andrew Keleher, CRM Sales Consultant at Oracle lead the demonstration.

The system was fully configurable. Different users can see a different front end of the system. It gave the user a 360 degree view of opportunities pipeline, available at the finger tips with ability to add notes and edit when needed. There was full integration to click to for example email, FaceTime and call. At the same time you could add appointments into the team calendar, and manage your social networks for the company, including voice recording, document share edit, photos videos... The possibilities seemed endless. Any CRM functionality and transactional data can be added to the app and therefore available at the finger tips. Oracle themselves use the CRM tool internally.


Siebel update

79% of customers are now working with CRM 8+

Siebel then became the focus of Melissa Boxer’s presentation. With 5 new releases since the acquisition the latest being 8.2.2.  Oracle were proud that 79% of customers are now working with CRM 8 and above.

The development process has now changed. Oracle is delivering timely additive solutions offering value that are also easier to adopt.

Siebel is staying simple for users with browser and device independence allowing changes to be rolled out across all devices and with a new easy to use framework. Using Outlook is now a possibility giving CRM mobility on the desktop alongside the iPhone, tablet and other mobile devise applications.

Opportunity detail is pulled through to the devises in an easy to use way. Andrew Keleher demonstrated the Outlook application for Siebel to delegates. The Siebel application has moved to HTML5 to update the engagement of the application, and enable web content to be embedded. Andrew encouraged delegates to leverage the investment that has already made by users to use the full capacity and cross-devise for your team.


 This presentation and others from the CRM Conference 2012 will; be available through the UKOUG Library to UKOUG members.


CRM Community Committee

Co - Chairs - Steve Austen - Customer Systems 

                       Anthony Jones - BA
                       Caroline Dale - Aggregate Industries
Oracle Liaison - James Trinder & Sue Palmer
UKOUG Council representative - Sue Yates
UKOUG Project Manager - Marisa Harris

Oracle’s Safe Harbor Statement

The following 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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