Oracle recently announced an update to Oracle Service with new functionality that embeds data from Oracle Unity Customer Data Platform (CDP). The two CX apps are components of Oracle Fusion Cloud CX, and together they leverage artificial intelligence (AI) to help organizations deliver more personalized and more efficient customer service engagement.

“Service agents frequently work from a patchwork of systems and rarely have the right data in front of them to solve customer problems efficiently and effectively,” says Jeff Wartgow, vice president of product management, Oracle Advertising and CX. “By embedding data from Oracle Unity within Oracle Service, we can give service agents real-time customer insights and recommendations within the tools they already use. This will help brands drive positive engagements by making sure their customers feel heard, helped, and appreciated.”

The new integration of Oracle Service and Oracle Unity will provide a variety of benefits, the company says in an official statement.

One benefit is personalized agent routing, with customers being assigned to customer service agents based on the system’s understanding of customer history, loyalty status, and product usage. A second benefit is service-focused marketing, with agents able to easily add customers to targeted marketing campaigns. A third benefit is the capability for agents to provide proactive service, using data to engage customers through the most efficient channel. A final benefit is the delivery of intelligent recommendations, with agents able to use a new Insights Panel on their desktop to provide recommendations for additional products of possible interest to the customer, based on what the customer is viewing.

On their own, Oracle Service and Oracle Unity offer individual value.

Oracle Service gives organizations the ability to predict the need for service, to automate processes, and to deliver tailored responses, while balancing self-service and assisted customer service models. Service also lets organizations provide their customers with the service they desire whenever and wherever they need it.

Oracle Unity provides business leaders the tools to manage customer data, bringing together online, offline, and third-party customer data sources and then applying built-in machine learning to prescribe the best action within existing business processes.

The new integration is now available for Oracle Service customers, the company says. Based in Austin, Texas, Oracle is among the world’s largest software companies, with an extensive range of software products for database management, cloud-engineered systems, enterprise resource planning (ERP), human capital management (HCM), customer relationship management (CRM), and supply chain management (SCM).