Oracle India sees traction for CX solutions

MUMBAI, INDIA: Oracle is observing strong momentum for its Customer Experience (CX) solutions in India.

The company announced adoption of CX solutions by customer like Adidas, Aditya Birla Online Fashion, Hyundai, Mercedes Benz, Jabong, Reliance Commercial Finance and MakeMyTrip.com.

Drivers:

Increasingly Chief Marketing Officers (CMOs) and Chief Information Officers (CIOs) are collaborating to design holistic customer experience solutions. By aligning technology initiatives with the needs of marketing, a technology company increased their conversion rate from sales qualified opportunities to closed deals by 30 percent, Oracle said in a press release.

In the e-commerce segment in India, automobile, BFSI and retail are the key industries which have seen a spurt in the adoption of CX technologies. That is because these companies want to differentiate, enhance their CX experience to not only meet consumer demands but also to increase revenue.

According to a Customer Experience Survey by Oracle, brands recognize the significant financial impact of poor customer experiences yet struggle to develop and execute successful strategies.

Forrester findings:

The July 2014 Forrester Research report titled, The State Of Customer Experience Management In India 2014, revealed the following:

•    93 percent of the organizations surveyed in India indicated that CX is a strategic priority for 2014

•    About three-quarters claimed that CX is their top strategic priority

•    60 percent Indian organizations plan to increase their spending on CX programs this year

•    48 percent intend to hire more people for the CX team.

How did Adidas leverage CX?

Abhishek Lal, Senior, Director, E-Commerce, Adidas India, said, “The way customers are shopping today has changed.  The customer today wants to connect with the brand across multiple channels like retail, social media and e-commerce. Therefore Adidas wants to be present for the customer in whichever channel he/she might be. Not only that, we also want to attract more customers and retain our existing ones. Thus, we felt the need to stand-out through a combination of our product and customer experience. Oracle Customer Experience Solutions have helped us to integrate all the disparate channels of communication and information so we can serve our customers better. It has empowered us with real-time insights, thus, helping us to make informed business decisions.”