Oracle is attempting to enable more proactive customer service by integrating the Oracle RightNow Chat Cloud Service with the Oracle Engagement Engine Cloud Service as part of its new Oracle RightNow CX Cloud Service release.
As part of the upgraded Oracle RightNow Chat Cloud Service integration, RightNow CX Cloud Service users can leverage more than 70 built-in rule conditions from the Engagement Engine Cloud Service. These conditions enable granular control of customer engagement, launching service agent chats based on specific customer behavioral and profile characteristics.
In addition, a “click-to-call” feature allows customers to automatically switch to phone-based support from a chat or Web browsing session, availability controls enable companies to manage chat volume based on internal agent availability and analytics offer metrics to measure agent and channel performance. Other new features include a set of developer tools and improved administrative capabilities.
Gartner Recognizes RightNow
Oracle is attempting to build upon an already strong customer service foundation offered by RightNow CX Cloud Service, which was named by Gartner as a leader in customer service and support (CSS) solutions earlier this year. As reported by CMSWire, Gartner praised RightNow for offering “a more significant base of Web CSS using capabilities such as knowledge management, chat and email as well as the other desktop applications.” In addition, Gartner said its SaaS model is “straightforward to set up, and has a high presence across verticals such as government, retail, education and travel.”
Gartner did caution that it would take time for RightNow to build momentum after its January 2012 purchase by Oracle and it had not seen any large deployment or configuration teams from the latest system integrators. Gartner also said RightNow’s .NET client base would mean migration to Oracle would “take time,” although Oracle has publicly stated RightNow development efforts for 2012 are completed.
Live Chat Offers ‘Untapped Potential’
As indicated in a guest post by marketing professional Lior Levin on the KISSmetrics blog last year, live chat offers “untapped potential” as a customer service tool.
According to Levin, live chat “provides customers immediate access to help” with wait times often much shorter than those for a call center, and customers can also multitask while engaged with a chat agent. In addition, live chat lowers interaction costs and employee overhead (since one employee can engage in multiple simultaneous chats), allows targeted upselling, offers a competitive edge on rivals without it and offers immediate insight into customer “pain points” that can be quickly addressed by marketing, sales and/or product design personnel.