Oracle Doubles Down on CX Investment with B2B Focus and Subscription Models

In the ever-evolving world of technology and business, Oracle is making some significant changes that are sure to impact the way companies interact with their customers. While the company may be shutting down its online advertising products, it is doubling down on its investment in customer experience (CX) with a focus on technology that enables B2B buying, subscription, and consumption models.

During the recent Oracle CloudWorld conference, the company unveiled new features for its Fusion Cloud Customer Experience and Unity Customer Data Platform. These features allow Oracle CX users to analyze customer profiles, build B2B buying teams, utilize generative AI tools, and leverage industry-specific accelerators to enhance customer data tools adoption.

One of the key focuses for Oracle is on subscription models in the B2B space. While subscription fatigue may be a concern on the consumer side, B2B buyers are finding subscriptions to be a quick and appealing alternative to traditional procurement processes. With features like customer self-service sites, assisted buying experiences, and generative AI tools, Oracle is aiming to simplify and streamline the B2B buying experience.

Despite Oracle’s decision to shut down its advertising data management platform, it is clear that the company is not losing sight of the importance of CX. Oracle founder Larry Ellison has been actively involved in shaping the company’s CX strategy, emphasizing marketing and low-code tools to enhance the overall customer experience.

With industry-specific tools and enhancements, Oracle is positioning itself to better serve customers in sectors such as high tech, manufacturing, professional services, telecommunications, and more. By moving its CX apps to the Fusion platform and incorporating generative AI enhancements, Oracle is striving to provide a more comprehensive and adaptable solution for its customers.

While Oracle may have faced some challenges in the past, it is evident that the company is committed to innovation and improvement in the CX space. With a renewed focus on technology and customer-centric solutions, Oracle is poised to make a significant impact on the way businesses engage with their customers in the future.