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The results from Ovum’s ICT Enterprise Insights 2018–19 Global Drivers and Technology Priorities show that enterprises are focused on making necessary advancements. In fact, 14% of respondents said “improving the customer experience” is top priority, a 7% increase over last year’s survey results. The trends to keep an eye on in 2019 will have the biggest impact on integrating systems, processes, and data to enable connected customer journeys.


  • Enterprises will demand end-to-end customer engagement platforms.
  • Enterprises will physically restructure their organizations for digital adoption.

Features and Benefits

  • Assesses how to equip enterprises with real-time visibility and response capabilities from the back office to customer-facing business units.
  • Identifies how digital networks and cognitive applications can pinpoint issues before they surface, identify optimal alternatives, and pursue them, in many instances, without the need for human intervention.

Key questions answered

  • What are the emerging customer engagement technologies that will enhance and elevate interactions with customers?
  • What are the benefits of rearchitecting enterprises for the benefit of connecting customer journeys?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

The end-to-end enterprise will take form

  • Enterprises will demand customer engagement platforms
  • UCaaS and CCaaS solutions converge to create integrated engagement platforms
  • Conversational interfaces and voice recognition will become the preferred method of engagement
  • The AR cloud will enable rich customer experiences
  • Data visualizations will become pervasive and sophisticated

Enterprises will rearchitect the delivery of customer support

  • API ecosystems will become critical for running a digital business
  • Enterprises will physically restructure their organizations for digital adoption
  • More enterprises will move to a hybrid cloud approach
  • Business models will shift from transactional to subscription based
  • Chief customer officers will get a seat in the C-suite


  • Methodology
  • Further reading
  • Author