Oracle launches CX for communications

Oracle has announced a new cloud-based customer experience management solution for the communications industry. Oracle Digital Experience for Communications is a suite of industry-specific applications that captures and analyses customer-interaction data from front and back-office operations.

The offering helps service providers better to understand their customers’ unique buying behaviors and preferences so that the providers can quickly launch compelling new offers and products, provide better service and increase sales, says Oracle.
“While every industry is unique, there is a common challenge facing all organisations: the need to unify data to address rapidly changing customer expectations,” says Rob Tarkoff, executive vice president and general manager at Oracle Cloud CX and Data Cloud.

“To help the communications industry solve its toughest customer challenges, we have brought together our CX and industry expertise to develop Digital Experience for Communications. This isn’t a wrapper on CRM; this is a new solution that has been developed based on extensive customer feedback,” adds Tarkoff.

The company says that because Digital Experience for Communications supports the TM Forum’s Open Digital Architecture and Open APIs, service providers can quickly integrate existing applications with the solution to provide a consistent and accurate view of customer and billing data.

The company adds that, coupled with a new user interface built for the industry’s unique workflows, the solution gives service providers the data and tools to improve how they:

  • create and launch service offers
  • sell across channels
  • fulfill and monetize services, and
  • deliver proactive care.

Digital Experience for Communications also offers communications charging, operations support and billing and revenue management.

“Swisscom is very focused on delivering innovative new digital services and making it easy for our B2B and B2C customers to interact and transact with us,” says Alexander Mohri, head of strategy at Swisscom.

“Oracle Digital Experience for Communications gives us the agility and rich functionality to transform the way we engage with customers, improve our employee experience, drive operational excellence, and reduce costs,” adds Mohri.

With a comprehensive view into what customers have bought, what they are currently using and the context of their service and digital assistant interactions, Digital Experience for Communications helps to service providers propose offers that are more relevant to that customer and therefore more likely to be adopted, says Oracle.

“For example, a customer can use a self-service digital assistant to resolve a billing question on their mobile service provider’s website. Digital Experience for Communications takes the full context of the customer’s data to suggest a personalised offer for a new voice and data package that better suits their needs,” says the company.

“It can then automatically orchestrate and fulfill the order and update the network and billing systems in real-time,” Oracle adds.

“Other solutions lack critical communication industry capabilities, such as large-scale order management and a TM Forum-based open architecture, leaving customers to cobble together pieces and build their own APIs,” says Jason Rutherford, senior vice president and general manager at Oracle Communications Applications.

“Digital Experience for Communications integrates all of these components so that service providers can focus their time on new opportunities, such as using the unprecedented volumes of data being created by 5G and IoT, to fuel new business models,” adds Rutherford.

Built on Oracle Cloud Infrastructure, Digital Experience for Communications enables service providers to adjust strategies at scale with new applications to manage:

  • Launches: the offering gives service providers a 360-degree customer dashboard and simple business user tools to quickly create and launch more relevant products and promotions without IT assistance. As a result, service providers can speed offer uptake and derive revenue from new market opportunities, such as 5G, while reducing management costs through one-click automated publishing of offers to catalogs such as sales, commerce, billing and provisioning.
  • Care: it offers natural language processing and digital engagement tools, as a smart agent desktop and guided workflows. With these features, customers can find answers faster on their own and service agents have the intelligence and context needed to resolve issues faster, and
  • Buying: it additionally delivers data-driven recommendations so service providers can provide more personalised omnichannel commerce experiences.

“TM Forum’s Open Digital Architecture encompasses new approaches to strategy, customer centricity and digital business operations that are essential in the next generation of 5G business models,” says George Glass, vice president at Architecture and APIs, TM Forum.

“By adhering to the Open Digital Architecture and adopting TM Forum’s Open APIs, solutions such as Oracle’s can maximise the business and IT agility required for tomorrow’s digital service provider,” concludes Glass.

For more information, visit You can also follow Oracle on Facebook or on Twitter.

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