• October 4, 2012
  • By Leonard Klie, Editor, CRM magazine and SmartCustomerService.com

Social and Mobile Take Center Stage at CX Summit

SAN FRANCISCO (Oracle CX Summit) --- With Facebook's announcement yesterday that its membership hit 1 billion, Oracle touted its own offerings around social media, a key component of its CX product suite.

That suite, a marketing, sales, commerce, and customer service portfolio with applications for interactions via the Web, mobile, social media, contact centers, brick-and-mortar stores, field services, and direct and channel sales, has the full support of Oracle, according to Mark Hurd, the company's president.

Oracle continues to pledge money for research and development and mergers and acquisitions behind the brand, Hurd said during the opening keynote of the Oracle CX Summit October 3.

Social listening and engagement is a key component of that, added David Vap, group vice president of CX products.

Paul Hagen, principal analyst at Forrester Research, went so far as calling social "vitally important" as part of a listening strategy" to help companies find and fix problems. It's even playing a role in product development, he added.

But despite that, global corporations are struggling to manage and average of 178 business-related social media accounts, noted John Carroll, CEO of the Services Council, a Boston-based research firm.

Similarly, companies struggle with mobile, despite its prevalence as a platform for interactions today.

To demonstrate that importance, Dave Fulton, Oracle's head of Web services transformation, noted that one in 10 Web interactions, one in seven searches, and 20 percent of all YouTube views today are now done with mobile devices. "And we can only expect these numbers to rise," he said.

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