Why Oracle Is Acquiring Customer Loyalty Solution CrowdTwist

By Annie Baker ● October 10, 2019
  • Oracle recently announced it signed an agreement to buy cloud-native customer loyalty solution CrowdTwist. These are the details.

Oracle recently announced it signed an agreement to buy leading cloud-native customer loyalty solution CrowdTwist in order to offer personalized customer experiences.

CrowdTwist offers more than 100 out-of-the-box engagement paths and provides rapid time-to-value for marketers to develop a more complete view of the customer. The CrowdTwist team will join the Oracle Customer Experience (CX) Cloud organization.

Customer retention has become critical to every business and loyalty is considered the unifying component for a brand across all marketing initiatives in today’s omnichannel environment. But many loyalty products offer static single-channel and spend-and-get programs loaded with services and customization thus creating difficult to adapt programs — which are costly to implement and maintain.


“Oracle is taking a unique approach to the customer data platform space, enabling the application of intelligence across every customer touchpoint,” said Rob Tarkoff, Executive Vice President, Oracle. “CrowdTwist’s leading loyalty platform will significantly augment Oracle CX’s ability to help our customers build more meaningful relationships with their customers.”

CrowdTwist’s cloud loyalty solution has adaptable programs personalized for the needs of the customer in order to offer discounts, points, check-ins or rewards. Oracle head of global corporate communications Deborah Lilienthal Hellinger explained that CrowdTwist and Oracle will enable organizations of all sizes to deliver personalized engagement and extend loyalty and reward programs to a brand’s most beneficial customer behaviors.

There are several benefits that will be offered with the acquisition. Customers will be offered tightly coupled loyalty programs with the orchestration of B2C brands and customers through existing integration with Oracle Responsys. Another benefit is heightened customer intelligence and the value of loyalty program data through future integration with Oracle CX Unity. Plus it will utilize loyalty and retention data to optimize B2B marketing campaigns via expanded integrations with Oracle Eloqua. And it will deliver comprehensive and end-to-end loyalty views at transaction and store levels by extending current integrations with Oracle’s industry-specific retail, hospitality, and food & beverage applications.

“The combination with Oracle validates CrowdTwist’s world-class technology, employees and customers,” added Scott Matthews, CEO of CrowdTwist. “We could not have found a more compelling partner to advance our vision of customer loyalty at scale.”

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