What’s coming next for sales, service, and marketing

Many customer experience professionals are confronting a hard truth: current strategies aren’t delivering the experiences customers want. Decreasing customer engagement statistics across industries suggest that noisy marketing, frustrating customer service, and poorly executed sales engagements remain all too common. In addition, AI is now transforming expectations around what’s possible for companies and their customers.

So where does customer experience go next? In 2025, the Oracle Customer Experience (CX) product organization plans to help our customers succeed by focusing on innovation in three key areas. Our ability to deliver on the strategies below is made possible by Oracle’s strengths in infrastructure, enterprise data, unified cloud applications, and AI, which you’ll see as a common theme.  

1. Helping Oracle Cloud CX customers take advantage of AI

Generative AI (GenAI) offers companies the opportunity to better serve their customers with targeted, relevant interactions more quickly, cost effectively, and at scale. Making the most of AI requires connected, enterprise-scale data, contextual awareness, and cost-effective compute power, and Oracle Cloud CX has them all. As part of the Oracle Fusion Applications Suite and built on Oracle Cloud Infrastructure, Oracle Cloud CX leverages a vertically integrated cloud architecture that’s geared for data collection and AI throughout the application stack. This means that data from anywhere in the enterprise can be used to support more meaningful, contextually aware, end-customer interactions, and that technology improvements—including AI innovations—are readily available for our customers to adopt through Fusion Apps quarterly updates.

Continued innovation in AI is coming across the Oracle Cloud CX suite. In early 2025, GenAI capabilities in Oracle Fusion Cloud Sales will be able to automatically summarize key aspects of an account, opportunity, activity, contract, and more from across the Fusion Apps Suite to help improve interactions with buyers. In mid-2025, Oracle Fusion Cloud Service customers will be able to leverage triage agents to automatically handle inbound support requests, routing them appropriately and shortening the time to resolution. And Eloqua customers will be able to use GenAI to write and rewrite campaign content.

2. Aligning data and applications for a unified view of end customers

In the most successful organizations, customer-facing employees have access to the updated, comprehensive, high-quality information needed to create a positive interaction—i.e., a unified view of that customer including their orders, products, contracts, invoices, and even employees. Fusion Apps deliver this through shared data across apps. This makes it possible for anyone in the organization to provide a great customer experience from customer acquisition to order-to-cash, service, supply chain, inventory, and billing.

In early 2025, we will arm customer experience professionals with more and better views into the critical information they need to fully serve their customers. We’re enhancing the information available for customer relationship management to include data from supply chain, maintenance, finance, and asset management, which provides a more complete view of customer relationships.

3. Increasing collaboration between the teams delivering your customer experience

Many marketing, sales, and service technologies have fallen into the trap of adding more and more features to their applications rather than integrating the data and processes that drive collaboration between groups serving the customer experience. We’re taking a different approach: prioritizing end-to-end business processes. So our CX suite now focuses on bringing the infrastructure, data, workflows, and deployment engines needed to unify marketing and sales, automate service, and transform revenue operations.

In early 2025, we plan to release unified workflows between Oracle CPQ, Commerce, and Sales that make it easier for buyers and sellers to collaborate on orders. We are also adding views of Fusion Cloud SCM in Fusion Cloud Service to better serve customers after deals are closed. And later in 2025, we are working toward an even closer union between Eloqua, Fusion Cloud Sales, and Unity CDP that will give sales and marketing organizations a single view of opportunities within their existing customer base.

Conclusion

Oracle Cloud CX is in a unique position to help customers embrace new, more successful approaches to delivering great customer experiences through integrated tools, unified data, and AI. Check out the additional resources below for more details.

Additional resources

• Roadmaps for sales, service, and marketing
• Upcoming CX events on OCCC
• Oracle CloudWorld replays, including the CX keynote, and sessions on the future of sales, service, and marketing 

Next steps

• If you’d like to speak with someone about your Fusion Apps subscription, click the “Learn more” button.
• If you’re an Oracle customer and want to get new stories from The Fusion Insider by email, sign up for Oracle Cloud Customer Connect.
• If you’re an Oracle Partner and want to learn more, visit the Oracle Partner Community.

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