There is a very clear message at this week’s Oracle Modern Marketing Experience event, and that message is to focus on customer service. With the rise of virtualized cloud environments the marketing game has changed, and according to Aaron Shidler (pictured), vice president of CX cloud product development at Oracle Corp., customers are trying to find new ways to stay agile and competitive in the face of an increasingly cloud-centric marketplace.

“I think it’s interesting over the past 10 years we went from everyone having structured on-premise applications that took a year to two years to manage and upgrade and all a sudden all these great cloud innovations started coming into the picture,” Shidler said. “And the question was, ‘How do we introduce them?'”

Shidler spoke with John Furrier (@furrier) and Peter Burris (@plburris), co-hosts of theCUBE, SiliconANGLE’s mobile live-streaming studio, during the Oracle Modern Marketing Experience event in Las Vegas, Nevada. He discussed the shift toward customer service in the industry and what that shift entails. (Disclosure below.)

Smarter intelligence is making smarter customers

As impressive as the cloud is, it’s not the only cutting-edge technology customers are using. Augmented intelligence and machine learning are being adopted by an ever-increasing number of businesses, and as such the need and demand for a custom customer experience is growing rapidly, Shidler explained. Companies are looking for new ways to make their applications smarter and to stay competitive using those technologies.

“The talk of the hallways throughout the course of the week is ‘how do we make our application smarter?'” said Shidler. “The question is really ‘how do we start to take data and information that we have along with some science and create a different experience?'”

The answer to that question is in two parts, according to Shidler. The first part is making the app simple and easy to operate; the easier it is to use, the happier most customers and sales reps will be. Secondly, you take past experiences and apply them in a way that makes customers happy and creates a custom experience for the customer, he added.

“We take the learnings from old and apply them so that the next best offer that we make is one that’s based on you and other people like you and the products that you’ve bought,” Shidler stated.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s independent editorial coverage of Oracle’s Modern Marketing Experience. (*Disclosure: TheCUBE is a paid media partner at Oracle’s Modern Marketing Experience. The conference sponsor, Oracle, does not have editorial oversight of content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE