skip to main content


This report provides an analysis of the latest advances in Customer Engagement Platforms from eight vendors with recommendations to help enterprises develop comprehensive omnichannel customer engagement capabilities.


  • The ideal CEP consists of eight technology layers.
  • Get your customer engagement strategy in place first before selecting technology.

Features and Benefits

  • Reveals how enterprise can develop the right strategies and capabalities to speed up transformation of customer experience.
  • Helps enterprises understand the current state of the customer engagement platform market.
  • Identifies some critical technologies that must be part of a customer engagement platform to deliver real-time and scalable experiences.

Key questions answered

  • What are the right strategies and capabalities to speed up transformation of customer experience?
  • What is the current state of the customer engagement platform market?
  • What critical technologies are must-have's for customer engagement platforms to deliver real-time and scalable experiences?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

The ideal CEP consists of eight technology layers

  • Definition and characteristics

Get your customer engagement strategy in place first before selecting technology

  • Four core capabilities must underpin an enterprise customer engagement strategy
  • Customer engagement platforms play a critical role

Adobe Experience Platform – a scalable CEP for the enterprise

  • Summary
  • Recommendations
  • Adobe Experience Platform provides a unified environment for customer engagement at scale
  • The acquisitions of Magento and Marketo expand Adobe's customer engagement capabilities
  • Marketo Engage adds B2B and ABM/ABX capability
  • Adobe's strategic partnerships with Microsoft, SAP, and ServiceNow extend the relevance of Experience Platform
  • More AI and easier orchestration are on the horizon

bpm'online evolves from CRM to a CEP

  • Summary
  • Recommendations
  • bpm'online is evolving into an adaptive CEP for mid-market enterprises
  • The functional applications are well-suited to the needs of mid-market enterprises
  • A no-code/low-code developer approach enables business people to adapt the platform easily
  • The most important advances over the last year and the near-term are with AI
  • An expanded ecosystem makes bpm'online more compelling

Microsoft is well positioned for real-time customer engagement at massive scale

  • Summary
  • Recommendations
  • Azure Cloud Services provide several advantages to Dynamics 365
  • Dynamics 365 Customer Insights: a foundation for intelligent and relevant personalization
  • The unified environment makes omnichannel service real for agents
  • Sales force automation gets the AI and analytics boost, collaborative selling, and mixed reality support
  • Two types of marketing are provided – simple or ultra-scalable

Fueled by data, Oracle advances towards dynamic orchestration of the customer experience

  • Summary
  • Key messages
  • Recommendations
  • The Oracle CX Cloud has the potential to support dynamic orchestration with an integrated CEP
  • Oracle's data advantage provides a point of differentiation in combination with AI
  • Oracle Infinity tackles the DMP challenge for marketers, but Oracle CX Unity provides much more than a marketing CDP
  • A broad array of AI and intelligent automation capabilities support employees and customers
  • Oracle CX Cloud is one of the most advanced CEPs

Pega Infinity has an architectural advantage for large-scale, high-volume, and complex environments

  • Summary
  • Recommendations
  • Pega Infinity has an architectural advantage to support dynamic orchestration
  • Critical architectural elements of the Pega Infinity CEP
  • All roads lead to the Customer Decision Hub
  • Pega sets the bar high for real-time contextually relevant customer engagement

Strategic acquisitions and developments boost Salesforce's Digital Transformation credentials

  • Summary
  • Recommendations
  • The Customer 360 Platform has evolved into a customer engagement platform
  • The MuleSoft acquisition increases the strategic value of Salesforce's Customer 360 Platform
  • Critical developments in customer data management and AI fuel better outcomes
  • Salesforce Einstein helps employees and customers
  • Salesforce's industry focus is bearing fruit and adding greater value
  • Salesforce myTrailhead emphasizes that a culture of learning is essential to customer success
  • Blockchain finds a home in support of collaborative ecosystems and supply provenance

SAP C/4HANA is at the vanguard of the Intelligent Enterprise and permission-based CXM

  • Summary
  • Recommendations
  • The architecture of SAP C/4HANA underpins a more fluid and adaptive customer experience
  • The four functional support clouds and the unified customer data cloud provide advanced and modern front-office support
  • Under the covers seven attributes create the coherent and adaptive customer experience
  • SAP heads towards a composable business architecture for CXM with API-based 'building blocks'
  • Shrewd and timely acquisitions significantly boost SAP C/4HANA to create differentiated value
  • SAP's Customer Data Cloud is the foundation for the Intelligent Enterprise
  • Embedded analytics are powered by SAP Leonardo
  • Developments on the horizon promise further harmonization and increasing value

SugarCRM goes native and transforms into SugarCloud CEP

  • Summary
  • Recommendations
  • SugarCRM has a clear development strategy supported by three core pillars
  • SugarCloud becomes the Intelligent CXM Platform through data management and AI
  • No touch information management minimizes the administrative burden of frontline workers
  • From monolithic to modular the total addressable market expands


  • Methodology
  • Further reading
  • Author