Oracle Puts Data First to Eliminate Customer Blind Spots

At Oracle OpenWorld in San Francisco, Oracle announced CX Unity, a unique approach to managing customer data that enables organizations to deliver an experience that is timely, relevant, and consistent across known and unknown interactions. Existing approaches are built around the idea of a linear “customer journey” and simply focus on integrating sales, marketing, and customer service applications. Oracle CX Unity provides brands with powerful and actionable insights in context, in motion and in real time across the entire customer experience.

Stating that customer interactions are unpredictable and there is no such thing as a fixed, 360-degree view of the customer, Rob Tarkoff, EVP and GM, Oracle CX Cloud, said that the technology industry has focused on the idea of a static and predictable customer journey for far too long. That has to change if companies are going to truly understand their customers, Tarkoff noted.

Today’s consumers are "fickle and nomadic," and as a result, data and insights are constantly in motion, said Tarkoff. For that reason, Oracle is taking a data-first approach that can help brands eliminate their blind spots and improve customer interactions.

Oracle CX Unity brings together online, offline, and third-party customer data sources to create a single view of the customer. The data fabric brings together customer data from across the entire organization and applies built-in machine learning to prescribe the optimal experience within existing business processes. By connecting data, intelligence, and experiences across known and unknown interactions, Oracle says, CX Unity helps organizations increase sales, improve customer satisfaction, and grow customer lifetime value.

Oracle CX Unity is pre-integrated with Oracle Customer Experience (CX) Cloud to enable intelligence to be applied across every customer touchpoint. Oracle CX Cloud is an integrated set of applications which empower organizations to take a smarter approach to customer experience management and business transformation initiatives. By providing a trusted business platform that connects data, experiences, and outcomes, Oracle CX Cloud helps customers reduce IT complexity, deliver innovative customer experiences, and achieve predictable and tangible business results.

For more information, go to www.oracle.com.