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Introduction

This report identifies four key trends for customer engagement platforms in 2020.

Highlights

  • A more strategic and disciplined approach to customer engagement is being led by enlightened CEOs and their C-suite colleagues.
  • There is an increased focus on data management and real-time execution by leading CEP vendors.
  • More sophisticated cross-journey AI use cases will emerge as greater platform harmonization removes barriers.

Features and Benefits

  • This report includes the emerging disciplines that will help enterprises accelerate their customer-focused digital transformation initiatives.
  • This report examines the increased focus on data management and what initiatives have been taken by leading vendors.
  • We identify four ways that CEP vendors are providing innovation capabilities to enterprises and the role of digital innovation platforms.

Key questions answered

  • What are the top trends for 2020 for customer engagement platforms?
  • What approach should be take to the adoption of a customer engagement platform?
  • What is a digital innovation platform and how can it help customer engagement?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises
  • Recommendations for vendors

We expect to see a more strategic and disciplined approach to customer engagement, led by enlightened CEOs and C-suite

  • The old ways, a department at a time, aren't working
  • Leaders will adopt a disciplined and integrated approach to create synergies across transformation initiatives

There will be an increased focus on data management and real-time execution by leading CEP vendors

  • Behind the AI hype is a realization of the critical importance of data, its quality, and how to exploit and protect it
  • Major vendors go beyond customer data platforms (CDPs) to ingest, manage, enrich, and synthesize data
  • Expect more vendor collaboration to foster interoperability in heterogenous environments through open data standards

More sophisticated cross-journey AI use cases will emerge as greater platform harmonization removes barriers

  • Interaction analytics will become essential tools for removing friction and augmenting the customer experience
  • Dynamic orchestration and autonomous CX are still a few years off

Vendors will add more firepower to enterprise innovation but take different approaches

  • Continuous innovation and transformation are essential for survival
  • A combination of operational backbone, CEP, and a digital innovation platform will accelerate transformation
  • CEP vendors adopt one of four different innovation strategies

Appendix

  • Methodology
  • Further reading
  • Author