Oracle Fusion CX 26C introduces numerous new features for marketing, sales, and customer service. For us at primeone business solutions, however, it’s not a single feature that’s particularly interesting. What’s far more important is the direction in which Oracle is developing its CX platform: customer signals should lead more quickly to concrete actions within the company.
This is precisely where many CRM projects still face a challenge. Companies have a wealth of customer data. Marketing knows about interactions, Sales knows about opportunities, and Service knows about current issues. Nevertheless, this information is often stored separately.
This is exactly where Oracle Fusion CX 26C comes in.
Identify and Capitalize on Customer Signals Earlier
In 26C, Oracle more closely integrates information on customers, products, usage, service, and business relationships. New workspaces and AI agents help marketing and sales teams identify relevant changes earlier.
For example, teams can see when a customer is at risk of not renewing or when a cross-selling opportunity arises. The system not only displays a recommendation but also provides the context behind it.
For sales, this means less time spent searching for information and more time focused on the right customer actions.
AI Becomes Part of the Business Process
Oracle is also expanding the use of AI in quotes and contracts. New agents assist with configuring quotes, verify necessary information, and help select the right products.
Oracle takes the same approach in customer service. Service managers gain a better overview of escalations, open cases, and potential SLA risks. At the same time, Oracle links service decisions more closely to field service, resources, and required replacement parts.
As a result, AI is increasingly evolving from a mere assistant into an integral part of the business process.
This is exactly where primeone comes in
This development aligns very well with our approach at primeone business solutions. We do not view CRM as an isolated application.
With Oracle Fusion Sales & Service, Oracle Eloqua, and Oracle Integration Cloud, we connect customer processes with the systems required to support them. After all, an intelligent sales agent is of little use if important customer information is stored in other applications. The same applies to marketing and customer service.
Our job, therefore, is not just to introduce new features. Together with our customers, we assess what information is needed, how systems interact, and which processes can be usefully automated.
The integration via Oracle Integration Cloud, in particular, plays a key role here. It enables Oracle CX to connect with ERP, industry-specific, and third-party systems, thereby providing the necessary context for end-to-end processes.
From a CRM System to an Active CX Platform
Oracle Fusion CX 26C thus clearly demonstrates the direction in which modern CRM platforms are evolving. Systems no longer merely document what has happened with the customer. They recognize signals, establish connections, and support the next course of action.
For us, that is exactly what makes this development so exciting: CRM is increasingly shifting from a “system of record” to a “system of action.“
And that is precisely why, in addition to AI, we need, above all, high-quality data, integrated systems, and clearly defined processes.
Note: This post was created with the help of AI.
