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This Ovum Decision Matrix provides a comparative analysis of an emerging category of solution, customer engagement platforms (CEPs), which provide an enterprise-wide customer engagement capability.


  • Six critical layers define the CEP.
  • For a CEP to be effective, everyone in the enterprise must commit to the customer.
  • The four leaders are enabling tighter cross-enterprise collaboration and integration with intelligent orchestration of customer data and responses.

Features and Benefits

  • Evaluates the capabilities of 10 vendors and their CEPs.
  • Provides actionable guidance to help enterprises take advantage of this emerging category of cloud-based platform.

Key questions answered

  • What is a customer engagement platform and why do enterprises need one?
  • Which CEP is the best from a capability point of view?
  • What are the strengths, weaknesses, opportunities, and threats of each CEP?

Table of contents


  • Catalyst
  • Ovum view
  • Key findings

Vendor solution selection

  • Inclusion criteria
  • Explanation of the six layers of the CEP
  • Exclusion criteria

Market and solution analysis

  • Ovum Decision Matrix: Customer Engagement Platforms, 2018–19
  • For a CEP to be effective, everyone in the enterprise must commit to the customer
  • Market leaders: vendor solutions
  • Market challengers: vendor solutions
  • Emerging vendors

Market leaders

  • Market leaders: technology
  • Market leaders: execution
  • Market leaders: market impact

Vendor analysis

  • Adobe (Ovum recommendation: Challenger)
  • Bpm'online (Ovum recommendation: Emerging vendor)
  • NGDATA (Ovum recommendation: Emerging vendor)
  • Oracle (Ovum recommendation: Leader)
  • Pegasystems (Ovum recommendation: Leader)
  • Salesforce (Ovum recommendation: Leader)
  • SAP (Ovum recommendation: Leader)
  • SugarCRM (Ovum recommendation: Challenger)
  • TTEC (Ovum recommendation: Challenger)
  • Usermind (Ovum recommendation: Challenger)


  • Methodology
  • Ovum ratings
  • Ovum Interactive Decision Matrix
  • Further reading
  • Authors