Oracle announced Oracle CX Unity, a unique approach to managing customer data that enables organisations 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, the company said.

“For too long the technology industry has focused on the idea of a static and predictable customer journey. That has to change if we are going to truly understand the customer experience,” said Rob Tarkoff, EVP and GM, Oracle CX Cloud.

“That change starts with recognizing that customer interactions are unpredictable and that there is no such thing as a fixed, 360-degree view of the customer. Today’s consumers are fickle and nomadic, and as a result, data and insights are constantly in motion. That’s why we are taking a unique, data-first approach that can help brands eliminate their blind spots and make every customer interaction matter.”

According to the official spiel, Oracle CX Unity connects all customer data together in context, in motion, and in real time to help ensure that each and every customer interaction is data driven.

Oracle CX Unity is pre-integrated with Oracle Customer Experience (CX) Cloud. It brings together online, offline, and third-party customer data sources to create a single and dynamic view of the customer. This unique data fabric provides a fast and easy way to bring together customer data from across the entire organisation and applies built-in machine learning to prescribe the optimal experience within existing business processes.

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