Oracle CRM

Oracle CRM is a customer relationship management (CRM) tool that provides lead and contact management, reporting and analytics, AI, sales force automation, customer service, marketing, advertising, e-commerce, and mobile CRM functionality.

The emphasis of Oracle’s CRM offering is on customer experience (CX) to provide users with more personalized marketing and support. It comes in cloud and on-premises installations. The cloud version is known as Oracle Advertising and Customer Experience (CX).

Who uses Oracle CRM?

Oracle CRM is used by managers and sales and service representatives in sales, marketing, and service departments. Most businesses using it are medium-sized with 1,000 to 5,000 employees, or large-sized with more than 10,000 employees and earn more than $1 billion in revenue.

Top user industries are computer software and information technology. Users can also be found in services such as telecommunications, financial services, computer hardware, retail, hospital and healthcare, banking, construction, and higher education.

Oracle CRM was in the top ten CRMs by market share in 2021 with 2% of the CRM market.

How does Oracle CRM work?

Oracle CRM claims it operates from “complete CRM” approach that seeks to engage and transact with customers and analyze customer and user data. On top of the “Rolodex” function that is the core of every CRM is the foundational layer containing Oracle Marketing Intelligence, Oracle Sales Intelligence, and Oracle Customer Intelligence.

Three clusters of applications stand on this foundation: 

  • Marketing: Oracle Marketing Online, Marketplace, and Oracle Trade Management
  • Sales: Oracle Telesales, Oracle Sales Online Mobile/PDA, Oracle iStore, Oracle iPayment
  • Service: Oracle Teleservice, eMail Center, Oracle Service Online Mobile/PDA, Oracle iSupport

These clusters integrate with one another and other applications, such as Oracle’s ERP applications and third-party office applications.

What are the key features and benefits?

Oracle CRM’s more distinct features include social CRM, quote and order capture, business intelligence (BI) applications, partner relationship management, price management, self-service and e-billing, and integration with Oracle’s CX-oriented Siebel CRM.

A key benefit is that it integrates with Oracle’s ERP suite of modules. This allows Oracle customers to combine Oracle products to form an all-in-one solution that covers business needs from managing leads to accounting and finances.

Process automation is also a strength of Oracle CRM. This is especially true of the social CRM capabilities of automatic capturing of social media data rather than manual entry.

Other automations of note include smart cross- and up-selling suggestions triggered by customer profiles and behavior. The Oracle Digital Assistant automates customer engagement through conversational AI that uses voice commands.

Data and processes are integrated across channels, organizations, and enterprise systems. Despite that, the AI features are role-based so that AI suggestions drawn from real-time and historical sales, marketing, and service interaction data are tailored to the user.

Dashboards are also role-based and display and contextualize data in a way that makes sense to the user. Dashboards, workflow automizations, and other features are further customizable to meet the needs of different teams within the organization.

Oracle CRM can be stalled in different variations. The PeopleSoft Enterprise CRM installation includes CRM, human resource management (HRM), supply chain management (SCM), financial management (FM), and enterprise performance management (EPM). The eBusiness Suite CRM installation includes CRM, ERP, and SCM. On-premises installation is also available for companies that require greater customization, network speeds, or to comply with industry policies and standards.

Oracle CRM is a full-featured, highly customizable CRM that becomes even more comprehensive when integrated with other solutions in the Oracle ecosystem. On the downside, this makes Oracle CRM a complex product that requires extensive time and resources to set up and customize.

Alternatives to Oracle CRM

Alternatives to Oracle CRM are comprehensive, highly customizable business solutions for medium and large businesses, such as:

Learn more about CRM

74% of companies say that converting leads into customers is their top priority. An equal proportion of respondents say that CRM solutions help them personalize service. Finding the right CRM for specific business needs can be challenging, but it is crucial to meeting sales, marketing, and customer support objectives.

For more background and tools to help with the research and selection of the ideal CRM for your organization’s needs, check out this comprehensive look at CRMs, including user reviews, and comparisons of top systems.

Lucas Ledbetter
Lucas Ledbetter
Lucas Ledbetter writes about technology in marketing, education, and healthcare and provides content strategy consultation for small businesses. In his spare time, he studies languages, dabbles in poetry, and tinkers with his Raspberry Pi. Follow him at thinkbettermarketing.com.

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