Oracle RightNow CX Suite

While at us some heads do not know yet that they such CRM, in the West already say that CRM is dead. Also tells it not somebody, and the company executive of RightNow who is many years one of leaders of world CRM of the market.

Jason Mittelsteidt tells: "Nobody wants to hear any more about CRM because they already heard all this hundred times and do not trust promises of vendors any more. In 2009 the annual CRM conference which was held by Gartner and which sponsors we were - attracted the minimum interest of public. Vendors performed with the presentations with which they quite could perform and 7 years ago". Jason claims that Customer Relationship Management System became obsolete, and time of new generation of systems which in RightNow call CX (Customer Experience) came.

At the Oracle OpenWorld 2011 conference Larry Ellison announced a public cloud platform of Oracle Public Cloud which will provide both PaaS service, and the SaaS set of applications, including CRM (i.e. will compete directly with Salesforce of CRM/Force.com).

In several months of Oracle for $1.5 billion purchased RightNow company which is one of leaders in the field of SaaS of CRM. Own SaaS the Customer Relationship Management System of Oracle – Oracle CRM On Demand already long time tried to press Salesforce on a CRM market Olympus, but did not achieve special progress^[1]. On January 25, 2012 Oracle completed RightNow acquisition.

What CRM differs from CEM in

It is not necessary to look for any secret sense, than "management of relationship" differs from "management of impressions"^[2] (Customer Experience Managment, CEM). Yes, "impressions" - sounds more beautifully, but it does not affect functionality of a client system in any way. It still should include base of clients, the history of customer interaction, the history of orders, addresses to a support service, history of marketing efforts, to the sales analyst, marketing and service. Anyway it is better than the client's "impression" for those, than better a client system helps the staff of the company to manage "relationship" with clients.

The Internet brought 2 main innovations in life of clients. First, it is very convenient communication channel with suppliers. Secondly, the Internet generated social networks and services where it is possible to communicate and discuss any subjects, for example, the companies and their products. Both of these innovations very strongly influence the client's "impressions".

The modern client wants to buy on the Internet, to get support on the Internet. The modern client before purchase likes to read responses about the company and a product, to discuss them with the acquaintances on social networks. If a client system helps to implement all these whims of the client - with his "impressions" will be everything is OK.

RightNow CX Cloud Platform

Instead of creation of own CRM system in RightNow developed a cloud platform of CX Cloud Platform on which the companies and independent developers had an opportunity to create proprietary CX applications for work with clients. This platform provides tools for creation of web applications, their integration with social networks and contact center. Certainly, in the center of this platform costs SaaS the RightNow CX system, i.e. it is supposed that generally developers will create additions to it. All exactly as at Salesforce.

New opportunities of Oracle RightNow CX Suite

On March 16, 2012 Oracle announced new opportunities in the solution for customer service of Oracle RightNow CX Suite.

Model "knowledge as service" (KaaS)

The new system interface of knowledge management of Knowledge API allows the companies to improve customer service quality and to expand possibilities of "independent permission of questions" (self-help) by use of the RightNow Knowledge Foundation platform from any application or the device, providing implementation of the KaaS model (Knowledge as a Service) – providing knowledge in the form of service.

The concept of KaaS assumes acquisition of knowledge as required - out of bulky projects and approaches to training. Trainings – inevitable need for most the large companies under whose authority solutions of a corporate class are. This activity is inevitably connected with considerable costs for hiring of employees, their training and development.

Weak link of all classical approaches to training is excessive generalization of knowledge when the set of information is presented "just in case". Unfortunately, the skills purchased thus often are taken out of a practical context and have a little general with specifics of tasks of an individual customer.

Quite another matter, if the person addresses for knowledge interesting him in case of the urgent need^[3]. At such approach information is acquired much more effectively^[4], and the level of motivation reaches a peak point. Besides, the gained knowledge without delay is fixed in practice.

The concept of KaaS assumes creation of an ecosystem for information exchange by means of instruments of social interaction. She can turn on such informal tools as contextual training and formation of communities on interests. KaaS combines a possibility of training at the speed which is most adapted to capabilities of an individual person, and obtaining required knowledge of a request. In fact, KaaS conducts the origin from consulting support as most of which common form served communication with the specialist in phone until recently.

The company, known in narrow circles, offering services of training of staff of the companies according to the concept of KaaS is North American SPINACT. She is unique in own way as she managed to develop seriously KaaS in business and the technology relation^[5].

The market of KaaS-solutions is on rise now. The companies needing training of own employees or representatives of customers suffer an acute shortage of portals with trainings on demand. According to Bersin & Associates for 2008, 61% of customers preferred hosting or completely outsourcing solutions.

Safety features

The mechanism of multifactor authentication (Multifactor Authentication, MFA) increases reliability of confirmation of authenticity and access control, helping to reduce risk of a compromise of data. This function is developed for confidence-building of consumers, it helps RightNow to fulfill obligations for providing clients with the reliable environment of cloud computing and support of the high level of information security at the enterprise.

The Oracle RightNow CX Suite complex has the largest number of certificates of conformity to statutory requirements in comparison with any other specialized platform of "cloud" services. The solution supports, in particular: the standardized process of the U.S. Department of Defense of Department of Defense Information Assurance Certification and Accreditation Process (DIACAP); information security standards of National Institute of standards and technologies (National Institute of Standards and Technology, NIST); the standard of data security of the industry of the Payment Card Industry Data Security Standard payment cards (PCI DSS) developed by Council for standards of security in the industry of payment cards (Payment Card Industry Security Standards Council, PCI SSC); the federal law of the USA "About a peremeshchayemost and accountability of health care insurance" (Health Insurance Portability and Accountability Act, HIPAA) of 1996; standards of operational audit of Statement on Auditing Standards No. 70 (SAS 70) and the Statement according to standards for obligations of certification of Statements on Standards for Attestation Engagements (SSAE 16); and also the federal law of the USA on information security management of Federal Information Security Management Act (FISMA) of 2002.

Social tools

Using Facebook Conversation Access – a component of the RightNow Social Experience (CX) complex – the organizations can subscribe for the web page or the RSS feed of Facebook directly from the Cloud Monitor environment. The Cloud Monitor tool is the monitor of social media and allows representatives of the companies brands to listen and participate in discussions by consumers of their products and services.

• The tool gives to the companies brands the chance to improve service quality by automatic search and selection of the corresponding messages (posts) and also preparation of the complex report on discussions and comments on this or that social network.
• Detection of opinions, moods and the relations in comments helps agents to define the priority areas of work and "bring up" the most current questions of clients.

Virtual assistant

The Intent Guide Virtual Assistant tool gives enhanced capabilities of customer interaction by means of the Internet chat, using a spoken language for collecting of important information from consumers. This function helps to understand better intentions of consumers, to accelerate reaction of the company, to improve performance indicators of advertizing and to reduce operating expenses.

Notes