By: Naga Hari Priya Muvvala, Associate Director – Architecture, LTIMindtree

Introduction

In industries like manufacturing, utilities, and B2B services—where complex sales processes, customer hierarchies, and legacy workflows are the norm—out-of-the-box CRM systems often fall short. Companies need tailored solutions that can flex and evolve quickly. This is where Oracle’s modern cloud ecosystem comes into play.

Among its standout offerings, the Oracle Customer Experience suite delivers comprehensive tools for sales, service, and marketing. But to meet industry-specific needs, customization is key.

That’s where the Oracle CX Extension Generator proves its worth. It’s a tool designed to simplify and accelerate the customization of Oracle CX applications, particularly in high-demand scenarios like Oracle Sales Cloud customization. It allows companies to extend their CRM capabilities efficiently without compromising system integrity or performance.

Current trends: Why this matters now

As organizations increasingly adopt cloud solutions and focus on enhancing customer interactions, the demand for flexible and customizable platforms continues to grow. The cloud market has seen rapid expansion in recent years, with a strong emphasis on customer experience (CX) technologies. IDriven by the need of businesses looking to provide an enhanced personalized, efficient, and seamless customer experience, the CX software market is experiencing significant growth.

This expansion reflects the rising importance of CX in driving business success and maintaining a competitive edge. In this context, effective extension tools such as Oracle’s CX Extension Generator—have become essential for businesses seeking to tailor their platforms to meet evolving customer interaction needs.

So, what’s fueling this shift? Business agility. How quickly can your team respond to changing customer needs or evolving business models? Today’s organizations want to tweak and enhance applications without rebuilding them from scratch. The CX Extension Generator supports this agility, allowing businesses to introduce new custom objects or revert changes quickly, keeping systems responsive without disrupting user experience.

What is the CX extension generator?

The CX Extension Generator makes it easier to build applications that enhance Oracle Customer Experience suite functionality within the Redwood User Experience. With just a few configurations, the tool can generate a complete application extension, including panels, sub views, detail pages, and smart actions.

You’ll receive everything packaged in a downloadable .zip file, which can then be uploaded to Oracle Visual Builder Studio. From there, you can continue developing and eventually publish the extension for your users. Detailed step-by-step documentation is available at the Oracle website.ⁱ

One of the tool’s strengths is its ability to add dynamic functionality with minimal effort. It supports creating panels and sub views for child, 1:M (one-to-many), and M:M (many-to-many) relationships. It even builds detailed (edit) pages and smart actions so users can create or edit records easily.

The result? Drastically reduced time and effort for Oracle Sales Cloud customization—with cleaner, more consistent user experiences.

Recommendations: How to use it effectively

To make the most of the CX Extension Generator, it helps to have a well-defined strategy. Here are the key steps and best practices:

Understanding business needs

Before implementing any customization, businesses must understand their goals and problems they wish to solve. The CX Extension Generator allows you to introduce new custom objects or reset existing ones based on these needs. Whether it’s adding custom business rules, resetting an object to its default configuration, or integrating with external systems, ensuring that each customization aligns with strategic business objectives is crucial.

Implementing custom objects to support growth

Are you expanding into new services or business areas? The CX Extension Generator allows you to easily define new objects, integrate them into the system, and even add related sub-panels to extend functionality. Following a standardized process for importing and integrating custom objects ensures smooth implementation.

Restoring custom objects to base version

Sometimes, customizations may not work as intended, or an accidental deletion of a custom object may occur. The generator makes it easy to reset objects to their base version—no deep debugging or developer rescue needed.

Automating regular maintenance

Regular updates and maintenance of custom objects are essential to keep the system running smoothly. The generator’s built-in version control allows you to keep track of updates and changes to custom objects, reducing the risk of conflicts and ensuring long-term system stability.

Training and adoption

For companies to maximize the utility of the CX Extension Generator, providing training for internal teams is vital. Developers, system administrators, and other key stakeholders should be familiar with how the generator works and how to maintain the custom objects they create.

Success story

Terex Client Case Study

Oracle Redwood CX Sales and Service Implementation ⁱⁱ

Terex, a global manufacturer of equipment for construction and mining, implemented Oracle Customer Experience suite sales and service across its Utilities and MP business units. The company adopted Oracle’s Redwood UI to simplify workflows and enhance usability.

The CX Extension Generator played a crucial role in this transformation. It enabled Terex to create and integrate custom objects without disrupting core configurations. This tool facilitated seamless synchronization of customer data with Terex’s ERP systems and enabled reset and restoration of modified objects, minimizing downtime.

The outcome? Improved operational efficiency and better customer experience. Terex is now well-positioned to adapt to evolving industry demands.ⁱⁱ

Conclusion

The Oracle CX Extension Generator is a powerful tool for organizations running Oracle Customer Experience suite applications. It empowers teams to manage custom objects with speed and confidence, ensuring systems stay both flexible and scalable.

By following a clear strategy and investing in team readiness, businesses can create rich, user-friendly applications using panels, sub views, detail pages, and smart actions, all while minimizing development time.

As shown by Terex’s experience, the CX Extension Generator doesn’t just simplify customization—it helps companies stay agile, deliver stronger customer experiences, and align platform capabilities with business goals. Isn’t that exactly what modern CX transformation should look like?

Citations

1. Create a New Application Using the CX Extension Generator, Oracle: https://docs.oracle.com/en/cloud/saas/sales/fasex/create-a-new-application-using-the-cx-extension-generator.html#Prerequisites
2. Oracle Powered Transformation: Driving Revenue, Enhancing CX, and Digitizing Operations for Terex, LTIMindtree, November 2024:https://www.ltimindtree.com/wp-content/uploads/2024/11/Terexs-CX-Transformation-Journey-Helping-Terex-Increase-Online-Revenue-Provide-An-Integrated-CX-And-Digitize-Field-Service-Operations.pdf