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Oracle Updates Service Cloud to Optimize Collaborative Interactions
New features aim to help service agents better understand the customer's journey and streamline cooperative processes.
Posted Jan 29, 2015
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In an effort to improve its customer assistance toolset, Oracle yesterday released an updated version of its Service Cloud, featuring enhanced support capabilities.

As a part of Oracle’s Customer Experience application library, which also includes Marketing Cloud, Sales Cloud, Social Cloud, and Commerce, Service Cloud seeks to improve agents’ relationships with customers, increase sales, and reduce costs. With access to visitor browser history, chat agents are given more transparent insights into user activity and a better overall understanding of the person they are attempting to help. One important aspect of Service Cloud is its skill-based routing option, which matches customers to the most suitable agent available at a given moment. With such capabilities, companies can act quicker on inquiries to solve problems and prioritize based on a customer’s reputation or status.

The updates will take further advantage of Oracle’s recent acquisition of LiveLOOK and make use of the smaller company’s specialization in browser technology.

"The most recent release of Oracle Service Cloud is focused on helping our customers deliver seamless customer journeys, drive improved service collaboration, and improve speed of response," Stephen Fioretti, vice president of product management at Oracle Service Cloud, said in an email to CRM Magazine. "Delivering modern customer service is a key business imperative. It is critical for businesses [that wish] to compete that they provide the next level of personalized, connected customer experiences across channels, such as social, co-browse, and via the Web."

With the improved features, contact center agents will have immediate access to the customer’s screen without experiencing any lag times or having to download add-ons. According to an official statement released by Oracle, improved service collaboration allows agents to converse with other experts within the organization by exchanging documents and looking at previous conversation history on mobile or devices or desktops.

Updates to Oracle's policy automation features will also enable companies with changing protocols to determine customer qualifications through more engaging interviews. 

"Visitor browser history helps an agent know customers' experience on a Web site before escalating to a live agent," Fioretti said. "Tight integration between Oracle Service Cloud and Oracle Co-browse helps our customers to easily and visually connect with their customers to identify and solve issues and improve customer satisfaction. Integration with Oracle Social Network provides our customers with a purpose-built collaboration solution to help agents and product experts drive rapid case resolution."

Ray Wang, founder and principal analyst at Constellation Research, confirmed in an email to CRM Magazine that the new additions "are areas which will allow for tighter customer engagement and crafting more relevant journeys."


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