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Ovum is expecting changes in CX solutions as enterprises revamp operations with a broader set of information and data sources, a focus on a wider set of all customer-facing employees, and the enhanced roll out of AI.


  • Ovum's vision includes the gradual elimination of the contact center as a stand-alone entity within the enterprise, as its walls disappear and customers' calls and issues are automatically redirected to the best person within the organization to respond to the customer's needs.

Features and Benefits

  • This report will allow readers to assess their enterprise's level of CX readiness as the market changes in 2020.
  • Enables readers to compare their company's readiness for CX AI implementations to other companies' readiness levels.

Key questions answered

  • What are the drivers of AI investment among enterprise CX managers?
  • How will the structure of the contact center evolve in terms of enterprise structure, sources of data collection, and employee involvement?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

Expanding sources of information exceed the enterprise's ability to manage and analyze the data

  • Data, data, and more data
  • The inclusion of non-contact center platforms and stacks
  • A new required infrastructure to route anything, anywhere, in real-time

CX technology will expand from its agent focus to an all customer-facing employee mode

  • Customer care technology improvements have focused on agents
  • Other customer-facing employees can benefit

AI strategy and implementation plans will swing into catch-up mode

  • The benefits of AI are well defined


  • Methodology
  • Further reading
  • Author