As Shashi Seth, SVP, Oracle Marketing Cloud, outlined during his keynote at Modern Customer Experience 2018, everyone wants to spend less time focusing on how technologies are changing and spend more time actually using the technologies to drive better experiences. From marketing to sales to customer service, providing a great customer experience is a top priority across numerous lines of business (LOB). Users juggle more and more apps to manage their CX needs and the upkeep can be overwhelming. These users are increasingly looking to perform quick and simple self-service application integration without the need for IT involvement – a huge benefit for those who don't have the time or resources to lean on a large IT department