The increasing integration of applications for managing customer experience (CX) is changing how enterprises monitor, understand and improve interactions and relationships with their customers, according to new research from ISG.
The ISG Buyers Guides for Customer Experience Management, produced by ISG Software Research, provide rankings and ratings of 29 software providers and their products for governing and optimising customer experience across all channels. The research finds that most companies view CX as essential, but they use a wide range of different strategies and tools to operate, analyse and improve it. Traditionally, customer relationship management (CRM) and contact center processes have been dispersed across organisations.
In recent years, enterprises are starting to take a more centralised approach to CX using customer experience management (CXM) software, which combines applications on a common platform so organizations can view and control customer activity across departments, the reports say. Software providers are making this possible by synthesising functions, packaging together previously separate systems for managing interactions and influencing customer behavior.
A key benefit of combining CX software into a single platform is consistency and continuity around data collection and metrics, ISG says. This allows enterprises to transcend the separate metrics used by each department, achieving a more holistic view.
“By 2027, we expect most CXM suites, by default, will include components that combine analytics, AI and customer data integration,” said Keith Dawson, Director of Research, Customer Experience, ISG Software Research. “This will make them increasingly essential to providing great customer experience.”
