Tibco going up against Oracle, IBM and Adobe with new customer engagement platform

Tibco Engage seeks to go beyond mere customer loyalty programs

Add Tibco to the list of vendors pushing a full stack of so-called "customer engagement" software, which companies use to track and analyze consumer behavior in hopes of building deeper relationships with them and ultimately, selling more products and services.

Tibco Engage, announced Monday, is a SaaS (software as a service) package that builds on the vendor's Loyalty Lab product for customer loyalty programs. Also in the mix is Tibco's event-processing technology, capabilities for social networking and communities, and connections to third-party sales and marketing systems.

But Engage is far from a "Frankenstein" put together a la carte from Tibco's product list, said Leandro Perez, director of product marketing for customer engagement and social. Much work has been done to present marketers with a simple, unified interface that shields them from the plumbing at work behind the scenes, he said.

Customer engagement isn't just about sending repeat customers coupons or special offers, as is seen with typical loyalty programs, Perez said. The goal is to gain a much better understanding of what a given company or brand's customers want, and getting it to them.

For example, customers may visit a company's e-commerce store, shop around, but then eventually abandon their shopping carts without making a purchase. Later that week, they may walk past a physical store and cross a geo-fence that recognizes their mobile device, thanks to a mobile app from the company they installed, kicking off a process that sends them a special promotional offer about the item they browsed online.

In order to perform this type of function at scale, rather than individually for each shopper, Engage provides a rules framework with which marketers can create what Tibco calls "engagement flows."

Oracle, Salesforce.com, IBM, Adobe and others are also working to build out customer engagement stacks, with slightly varying approaches.

Tibco is betting it can have an edge by offering customers tighter integration between Engage's parts, while keeping the platform open to plug into related third-party software for marketing automation, CRM (customer relationship management) and other areas.

The SaaS deployment model is another selling point, Perez said. "We're trying to make this as simple as possible. Marketing departments don't really have an appetite for year-long rollouts."

Engage is priced according to the number of customer profiles a company wants to be able to handle, rather than by the seat, given that some companies may have millions of customers in their database while smaller ones have comparatively few, Perez said.

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in