Oracle's yearly OpenWorld conference is an orgy of Oracle related product pitches and partner and customer focused panels, and the customer experience keynote was no different in 2013.
Oracle's yearly OpenWorld conference is an orgy of Oracle related product pitches and partner and customer focused panels, and the customer experience keynote was no different in 2013,

CIOs Already in the Marketing Business

One of the main themes in the customer experience keynote was one of organizations transforming into customer focused businesses. This move has been necessitated by the Internet's ability to spread information beyond what companies have traditionally been willing to share. It means organizations have had to adapt to ever more demanding customers that want key information at the swipe of a finger.

There's good news and bad news on this front, Glen Hartman, global managing director of digital consulting at Accenture Interactive said at the OpenWorld conference this week. The bad news is most companies have not yet made the shift toward becoming customer focused businesses.

However, the good news is organizations don't have to rip out their existing technology in order to accommodate customers, Hartman said. Incremental changes can indeed be made, and those small changes can add up quick if they are truly focused on serving customers instead of focused on the company itself.

CMOs are moving from a focus on marketing communications to experience engineering, Hartman said. That means they are shifting from campaign centric tactics to customer centric ones. However, because technology is a much bigger piece of marketing than ever before, CMOs and CIOs are clashing on customer experience strategies.

To this, Hartman responds CIOs are already in the marketing business, they just don't know it yet.

Oracle OpenWorld Customer Experience Keynote #oow13
Accnenture's map on how to become a customer focused business.

Customer Experience in Sales, Service + Social Channels

Luckily for those customers who need an integrated suite of customer experience tools, Oracle is happy to provide a robust system. Oracle leaders from the company's sales, social, commerce and service applications joined the session to share their view on industry trends.

Of course, from the Oracle point of view, it's best for customers to use the integrated suite of customer experience tools it offers because those companies can then take advantage of things like big data analytics to further drive those offerings.

All along the customer journey, from marketing to the contact center, Oracle customers can shift to a customer focused approach with these tools, David Vap, Oracle group VP said. This notion was echoed by Steve Woods, formerly of Eloqua, and now also a group VP on the software development side at Oracle.

"Buyer engagement is chaotic because of the proliferation of channels," Woods said."But, the marketing foundations haven't changed, and we need to better understand how to target buyers."