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May 2014


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In May, Oracle released two customer experience (CX) surveys. They revealed that B2C commerce professionals are pushing the envelope with advanced CX and customer loyalty strategies, while B2B commerce professionals are doubling down on omni-channel CX.

"Consumer expectations continue to change the way both B2B and B2C businesses sell online," said John Andrews, vice president of Product Management, Oracle. "In B2C there is a renewed focus on increasing loyalty as competition grows at a fever pitch. Meanwhile, B2B organizations are still under increasing pressure to adopt B2C commerce best practices. Developing customer-centric approaches and investing in omni-channel initiatives will be key to online revenue growth for both B2B and B2C organizations in 2014."

Here, get more insight into these surveys in the latest issue of Profit. Plus, find out more about the best ways to earn competitive differentiation by offering a distinct customer experience, and discover how focusing on customers can lead to category-killing innovation.


"You have to be more nimble, you have to be platform-agnostic, and you have to be willing to change the course quickly," says social media expert Gary Vaynerchuk, author of Jab, Jab, Jab Right Hook. "Platforms die, platforms are created. That's the name of the game."
Gary Vaynerchuk

"You should really ask the question 'Why do our customers buy from us rather than from our competitors?' If you can answer the question—and build consensus around it—then you are starting to get at the heart of your differentiation and competitive advantage," says Niraj Dawar, author of Tilt: Shifting Your Strategy from Products to Customers.
Niraj Dawar

"An optimal customer experience management support approach should explicitly take into account the high dynamism of the field, with quick changes to both the customer preferences and the available technology," says Petar Kajevski, a director in the Insight and Customer Strategy team at Oracle.
Petar Kajevski


"There will always be a competitor in the market who can beat you on price. Competitors can always increase research and development spending and try to out-innovate you," explains Suresh Sidhu, chief corporate and operations officer at Celcom. "But it's much harder for a competitor to disrupt the strong, positive relationship we are building with our customers. We believe it's the market's best differentiator."

Fox Head's e-commerce strategy puts users in the driver's seat.

KIND's mix of product quality and social mission has been a recipe for rapid growth.


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Because personal work devices have proliferated so rapidly, CIOs have to build a strategy immediately. According to Gartner, 80 percent of all user access to the enterprise will be via mobile devices by 2020 (compared to only 5 percent today). To get started, here are three concepts to incorporate into your strategy.
The convergence of these trends is creating a coming wave of disruption that will let companies drive improved customer satisfaction, sustainable competitive advantage, and significant growth in enterprise value—but only if you are ready for it.
Becoming customer centric isn't just a state of mind. It means learning new skills, so that you can take today's rapidly emerging marketing automation tools, and apply them to create relevant, targeted, and valuable customer experiences.


Enterprise architects are among a CIO's most trusted advisors. Watch this on-demand webcast featuring a Gartner distinguished analyst to learn more about the role, value, and best practices of enterprise architecture.
Watch the on-demand webcast here.


For Celcom, customer experience is the way back to the top.
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