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Oracle
Enterprise CRM Portfolio
Copyright 2019, Faulkner Information Services. All
Rights Reserved.
Docid: 00016981
Publication Date: 1912
Report Type: PRODUCT
Preview
Oracle’s Enterprise Customer Relationship Management (CRM) portfolio of
on-premises and cloud-based software is designed to streamline customer
service for both large enterprises and their end-user clients. Branded as
Oracle Customer Experience (CX), Oracle’s CRM software tracks and manages
customer data and interactions across channels such as online chat, Web
purchases, social media, service calls, mobile applications, and in-store
purchases. Oracle has integrated numerous acquisitions of smaller CRM
companies into Oracle CX in order to remain competitive with
Salesforce.com, SAP, and Microsoft.
Report Contents:
- Description
- Related Faulkner Reports
- Vendor
- Applications
- Environment
- Support
- Pricing
- Competitors
- Web Links
Description
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Oracle’s Enterprise Customer Relationship Management (CRM) portfolio
includes more than twenty software platforms designed to streamline customer
service channels for businesses, industry users, and consumers.
Related Faulkner Reports |
Oracle Company Profile |
CRM Market Trends |
Part of Cloud-based Customer Experience Platform.
Oracle now markets its Enterprise CRM software as Oracle Customer
Experience (CX) software, which focuses heavily on the cloud and includes a strong online marketing strategy, partly as the result of
Oracle’s 2012 and 2013 acquisitions of Eloqua and Responsys. The shifting
focus to Oracle CX was critical for Oracle remaining relevant in the CRM
marketplace. According to Gartner’s 2017 Customer Experience in Marketing
Survey, by 2020, 81 percent of marketers responsible for CX say they expect to be
competing primarily on the basis of CX.1
Capturing the Customer Relationship. CRM software is not
new, but while the price of CRM software implementation was once
considered a risky investment, it is now a necessity. Consumers interact
with businesses across numerous channels: online chat, Web queries, social media, service calls, mobile applications, and in-person
visits and purchases. Businesses must capture records on each contact
while ensuring smooth, standardized interactions.
Tracking and Improving Sales Statistics. Successful CRM
is designed not only to improve record-keeping but to aggregate data to
track customer trends and inform business operations. Software can then be
customized to inform and support a company’s policies for customer
service, sales, and marketing during each interaction.
Oracle Strategy: Acquire and Integrate CRM Lines to Improve
Customer Experience. Oracle has remained a CRM leader for more
than twenty years. In 2013, the company was the third largest global CRM
vendor with a ten percent market share, behind Salesforce.com and SAP.2
Since its 2005 acquisition of PeopleSoft, Oracle has relied on the
strength of its acquired assets. CRM applications and back-end platforms
have not always been easy to merge. In addition, a CRM vendor’s assets are
likely already entrenched in the computing systems of multi-national
corporations. As a result, many of Oracle’s acquired CRM product lines
have continued to stand alone with unique software and support
requirements, although most have been integrated into Oracle’s Customer
Experience software platform.
Customer Experience Products and Services. As the need
increases to capture and simplify customer relationships, executives at
Oracle are continuing their CRM strategy of acquiring cutting-edge vendors
– particularly makers of cloud-based software – and merging their product
lines.3 Oracle markets its Customer Experience cloud- and
premises-based software to meet specific business needs for managing
customer relationships:
- Sales
- Marketing
- Service
- Commerce
- Social
- Configure, Price, and Quote (CPQ)
Product lines include:
- Oracle Sales Cloud
- Oracle Eloqua Marketing Cloud
- Oracle Service Cloud
- Oracle E-Business Suite CRM
- Oracle PeopleSoft Enterprise CRM
- Oracle Siebel CRM
- Oracle CRM On-Demand
Oracle also continues to offer its PeopleSoft CRM product lines. In 2019,
Oracle launched CX updates, including new digital assistants, data
enriched B2B sales capabilities, and new capabilities for telecom and
media, financial services, and the public sector:
- Digital Assistants – Sales teams can use the Oracle
Digital Assistant to create configured quotes using voice commands.
Customer service teams can use the Oracle Digital Assistant for answers
to questions stored in the knowledge repository. Service teams can use
the Oracle Digital Assistant’s conversational UI to enable self-service
on chat channels. Marketing teams can use the Digital Assistant to get
help and support when using Oracle Responsys to create promotional
campaigns. In addition, brands can increase customer engagement by
enabling customers who receive promotions via Oracle Responsys to speak
with the Oracle Digital Assistant to access additional information on a
promotion. - Account Enrichment – Oracle DataFox allows teams to
better profile and classify a customer base and leverage data. - Account Prioritization – Lets sales teams rank
accounts and focus on prospects and key targets. - B2B Sales Capabilities – Integration with Oracle
DataFox delivers AI-sourced company data. - B2B Campaign Orchestration – Helps ensure leads are
connected to accounts through Oracle DataFox integration. - Smart Talking Points – Provides real-time alerts on
market changes of target accounts delivered by Oracle DataFox, offering
personalized and contextual talking points.
Vendor |
Name: Oracle |
History
When it bought PeopleSoft, Oracle included PeopleSoft CRM
in its existing CRM portfolio, as well as the assets of the
EnterpriseOne
CRM suite that PeopleSoft inherited through JD Edwards. Oracle
also offers Enterprise CRM to support sales
collaboration, claims settlement, discount/rebate management, marketing,
partner lifecycle management, and performance management. An earlier
purchase of Siebel also allowed it to enter the hosted CRM market (CRM
on Demand). Subsequent purchases focused specifically on
cloud-based and mobile platforms, in order to compete with Salesforce.com.4
This included Oracle’s 2011 purchase of one of its top CRM competitors,
RightNow Technologies. The move provided Oracle with RightNow CX
Service Cloud software for customer service, including call
centers, self-service options, social networks, and Web-based client
interaction. The 2012 purchase of Eloqua expanded
control of the online customer interaction through online marketing and
sales features. Through Oracle’s 2013 deal to buy
Responsys,
the company extended its cloud marketing capabilities and merged its new
assets with the Eloqua platform.5 In November 2016, Oracle
completed its acquisition of NetSuite for $9.3 billion USD, which has
helped the company expand its cloud computing strategy, as well as help it
appeal to midsize companies. The CRM is expected to reach more than $80
billion USD in revenues by 2025.6 In 2018, Oracle launched CX
Unity, Subscription Management, and a SMB data offering for B2B marketers.PeopleSoft
CRM
The Oracle PeopleSoft CRM suite is a package of CRM
applications to manage an organization’s customer interactions, from
marketing to sales to customer service. The suite, targeting large- to
mid-sized enterprises, supports marketing initiatives, cross-selling
options, and integrated service management and field service and
maintenance for customer service. Major selling points of PeopleSoft CRM
applications are its:
- Scalability – Adjusts to fit industry and business
processes. Delivers built-in “best practices” specific
to an industry, a flexible customer data model, and configurable,
tightly integrated platform. - Customizability – Plans and executes different
customer strategies, taking intelligent action across all channels. Sets
value targets for each customer segment and tracks ongoing performance
in real time. - Usability – Fits timeline, budget, and user
constraints.
Table 1 details Oracle’s CRM product lines.
Component | Description | Associated Software | Benefits |
---|---|---|---|
CRM Analytics | Closed-loop visibility into customer behaviors and interactions, throughout the customer lifecycle. |
CRM Warehouse. Captures customer-related data in a single repository, combining it with analysis of sales, marketing, and service initiatives. Customer Scorecard. Framework to strategize, |
Marketing, sales, and service coverage. |
CRM for Higher Education | Tools and technology for developing and managing college and university relationships with constituents. |
Campus Solutions. Software for adapting to the needs of constituents of higher-education institutions. |
Event-planning, management, and analysis. |
CRM Portal Pack | Collection of portal pagelets for corporate intranet or extranet homepages, providing access to CRM transactional data within enterprise CRM applications for employee and customer portal registries. |
Pagelet Wizard. For creating personalized pagelets using various data sources. |
Content aggregation, secured information, CRM application-specific pagelets, and content configuration. |
Marketing | Modular relationship marketing tool for helping customer-centric organizations focus on awareness, demand, loyalty, and revenue. |
Marketing. Extends the sales pipeline by increasing retention rates, conversion rates, and marketing. Online Marketing. Modular product that |
Marketing and channel performance analysis, real-time “what-if” analysis, interactive dialogs, qualification process automation, prescriptive analytics, real-time customer fulfillment, resource management, and integration with existing architectures. |
Sales | Uses metrics planning and compensation tools to motivate and track performance. |
Oracle Capture. Captures orders at any customer touchpoint, and integrates the information with supply chain, fulfillment, and billing systems. PIM Server Sync. Seamless server-to-server Sales. Role-based, intuitive interface for |
|
Service | “On-the-spot,” personalized service to better address customer demand. |
CTI Integration. Provides full, softphone CTI functionalities for unified, screen-based telephony and population of PeopleSoft application pages. FieldService. Service-order and dispatch HelpDesk. Extends the speed of internal Multi-Channel Communications. Delivers an Support. Provides access to e-mail response Support for Customer Self Service. Solves |
|
Figure 1 depicts the Oracle CX Audience interface.
Figure 1. Oracle CX Audience Interface
Source: Oracle
CRM Service Areas
Oracle offers a streamlined portfolio of CRM products and services to
meet CRM needs across a number of industries. Table 2 looks at these
offerings in greater detail.
Product / Service | Description | Key Features |
---|---|---|
Oracle CX Sales Cloud | Oracle Sales Cloud is a unified cloud-based platform for sales force automation and customer tracking that can be accessed remotely. |
|
Oracle CX Marketing Cloud | Oracle’s Eloqua marketing automation platform offers the ability to integrate marketing campaigns with existing platforms, along with advanced targeting and analytics. |
|
Oracle CX Service Cloud | Cloud-based software platform to support client interactions including Web, social, and contact center. |
|
Oracle CX E-Business Suite CRM | Channel revenue-management applications for information-driven, channel revenue management, using enterprise information and tools for managing direct and indirect channels. Uses consistent enterprise information in every phase of the process. |
|
Siebel CRM | Transactional, analytical, and engagement features to manage customer-facing operations. |
|
Oracle CRM on Demand | Offers capacity to drive sales, marketing, loyalty, and service effectiveness. It can be used with Oracle Commerce technology to deliver a unified, cross-channel experience for consumers. |
|
Applications
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Built for Size, Security and Stability. Oracle’s efforts
to ensure product security, stability, and interoperability are intended
to benefit large enterprise, industry, and government users. Products are
designed for cloud-based and on-premise software implementations at
multi-site and multi-national organizations.
Customer Experience (CX) Platform Applications. CX
services are designed for specific in-house applications:
- Sales – Analyzes sales data across all channels
through analytics, integrated communications, team selling, and mobile
features. - Marketing – Designed to improve insight in marketing
departments by aggregating and analyzing prospect data. - Service – Enables self-service options for customer
interaction such as click-to-call, chat, and virtual assistance. - Commerce – Provides sales, ordering, and upselling
options integrated with other customer service needs. - Social – Manages social media content and
integration. - Configure, Price, and Quote (CPQ) – Quote, discount,
and approval capabilities for customer service and sales
representatives. - Data Cloud – Offers data-driven solutions with
targeted and meaningful customer interactions. - Loyalty Cloud – Designed to provide customers with
individualized experiences through seamless interactions.
Table 3 outlines potential vertical industry implementations for Oracle’s
CRM product lines.
Product / Service | Application | Industry Area |
---|---|---|
PeopleSoft CRM | Government, Education, High-Tech, and Communications Verticals. |
|
CRM Analytics | Companies of virtually any size. |
|
Marketing | Customer service agents at the enterprise, Web marketing firms, contact centers, and telemarketing organizations. |
|
Partner Relationship Management |
Business commerce, sales organizations. |
|
Sales | In-the-field, inside, partner, and contact center agent sales personnel and clients, billing / supply chain / fulfillment systems. |
|
Service | Administrators and agents with multi-channel contact centers, Web-based self- and field-services organizations, help-desk operations, human resources, and e-mail and IT staff, among others. |
|
Enterprise CRM | Organizations requiring partner lifecycle, discount and rebate program, claims settlement, marketing, performance, and channel revenue management. |
|
RightNow CX Service Cloud | Multi-site organizations with remote log-in, as well as enterprises that interact with consumers online or via mobile applications. |
|
CRM on Demand Services | Organizations of virtually any size in the life sciences (medical and pharmaceuticals), high technology, insurance, automotive, and wealth-management sectors. |
|
Siebel CRM | Application users, sales managers, and governance, risk, and compliance personnel. |
|
Fusion CRM | Sales executives, managers, and representatives. |
Environment
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Oracle’s CRM portfolio is designed to integrate securely into large
enterprise environments. Table 4 outlines the general operating
requirements for an Oracle CRM implementation.
Environment | Details |
---|---|
Operating System | Microsoft Windows, Solaris, IBM AIX, HP-UX, assorted Linux. |
Database | Oracle, IBM, Microsoft, and SAP Sybase. |
Application Server | Oracle and IBM. |
Additional | CRM on Demand Microsoft Outlook (Desktop), Apple iPad support offered. |
Support
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Oracle offers many different support offerings, and has pledged to former
customers of PeopleSoft “lifetime support” for their products as long as
they continue to maintain a license with Oracle. Table 5 details Oracle’s
support levels.
Support Level | Description |
---|---|
Oracle Premier Support | The Premier Support level of Oracle’s Lifetime Support Policy offers users maintenance and support for five years from their general availability date. The Premier Support level features:
|
Oracle Extended Support | The Extended Support offering builds on the Premier Support offering an additional three years’ coverage on select releases for an additional fee. Note that the Extended Support offering does not include certification with new third-party products/versions. The Extended Support level does provide:
|
Oracle Sustaining Support | Sustaining Support provides users with access to major product and technology releases and technical support such as access to online support tools, Oracle knowledge bases, and call center technical support for as long as a user maintains a license for Oracle software. Oracle’s Sustaining Support provides:
However, the Sustaining Support level does not include:
|
Pricing
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The pricing for Oracle CRM products and services is
configuration-dependent. Interested potential customers should contact
Oracle’s sales staff, by calling (800) ORACLE1 or
e-mailing oraclesales_us@oracle.com,
to explore deployment options.
Competitors
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In both the enterprise CRM and cloud computing realms, Oracle’s CRM
portfolio competes primarily with Salesforce.com’s Service Cloud and SAP’s
CRM software. Additional competing product lines include Amdocs Customer
Management, Aptean’s Enterprise CRM (merging previous CRM vendors CDC
Software and Consona in 2012), Microsoft Dynamics CRM, Teradata’s CRM,
Consona’s Service-Centric CRM software, Sage Software CRM, and SugarCRM’s
portfolio.
Web Links
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- Amdocs: http://www.amdocs.com/
- Aptean: http://www.aptean.com/
- Microsoft: http://www.microsoft.com/
- Oracle: http://www.oracle.com/
- Sage Software CRM: http://www.sagecrm.com/
- Salesforce.com: http://www.salesforce.com/
- SAP: http://www.sap.com/
- SugarCRM: http://www.sugarcrm.com/crm/
- Teradata: http://www.teradata.com/
References
1 Chris Pemberton. “Key Findings From the Gartner Customer
Experience Survey.” Gartner. March 16, 2018.
2 Joanne M. Correia, et al. “Market Share Analysis: Customer
Relationship Management Software, Worldwide, 2013.” Gartner. April 16,
2014.
3 Chris Kanaracus. “The Year in Enterprise Software: Seven
Key Takeaways.” InfoWorld. December 11, 2012.
4 Anthony Myers. “Oracle Buys Responsys for $1.5 Billion,
Merges with Eloqua.'” CMS Wire. December 20, 2013.
5 Chris Kanaracus. “Ellison: Oracle Will Deliver World’s
‘Most Comprehensive Cloud.'” Network World. June 7, 2012.
6 Taylor, Mark. “18 CRM Statistics You Need to Know for 2019.”
SuperOffice. October 29, 2018.
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