The contact center has long represented the starting point for customer experience initiatives. Now, however, most organizations are finding that they need to invest beyond this singular point of engagement. When organizations look at customer experience holistically, they see the need to incorporate the perspectives of people in other departments and channels of customer engagement. These diverse new points of view come with an interest in deploying CX technology that also meets their needs. As a result, organizations are looking at not just vendors traditionally in the contact center space but those that operate across the entire customer journey, and shifting some of the existing contact center budgets to tools that fill multiple roles.