Oracle Buys LiveLOOK for Customer Service Co-Browser

On Friday, the tech giant announced that it has signed an agreement to buy LiveLOOK, a provider of co-browsing and screen-sharing technology. LiveLOOK provides a cloud-based service that enables customer service reps and sales agents to guide customers and prospects through screens on the Web or in mobile environments.

Oracle said that more than 100 of its global customers currently use LiveLOOK as an embedded part of the Oracle Service Cloud. LiveLOOK said it has about 500 customers.

Oracle pointed to LiveLOOK's ability to offer one-click access for help with such things as filling out forms or navigating online applications. It also said that "visually-enabled personalized engagements help identify and maximize opportunities for increasing average order size, conversions, up-selling and cross-selling rates." The purchase price was not made public.

'Exceptional Customer Experiences'

David Vap, Group Vice President of Oracle Product Development, said in a statement that "consumers are increasingly conducting transactions across multiple digital channels such as web and mobile." He added that LiveLOOK will allow agents to "deliver exceptional customer experiences."

The move boosts Oracle's customer experience profile, an increasingly important component of sales, marketing and customer service in an age when a customer can move to a competitor in a second -- and when competitors, like Salesforce, are constantly upping the ante.

In April, for instance, Salesforce released a software development kit for its SOS feature so that a third-party developer can embed a button into a mobile app to call up its SOS customer service for a video chat. SOS has been compared to Amazon's Mayday button on its Kindle Fire HDX tablets, although in this case the company using the service needs to be a subscriber to Salesforce's customer service.

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