I am happy to share insights gleaned from our latest Value Index research, an assessment of how well vendors’ offerings meet buyers’ requirements. The 2023 Ventana Research Value Index: Customer Experience Management is the distillation of a year of market and product research by Ventana Research. Drawing on our Benchmark Research, we apply a structured methodology built on evaluation categories derived from RFP responses submitted by customer experience (CX) vendors. These categories reflect the real-world criteria required by organizations for CX software procurement. Using this methodology, we evaluated vendor submissions in seven categories: five relevant to the Product Experience — Adaptability, Capability, Manageability, Reliability and Usability — and two related to the Customer Experience — TCO/ROI and Vendor Validation.
The 2023 Value Index for Customer Experience Management: Vendor and Product Ratings
Topics: Customer Experience, Voice of the Customer, Contact Center, Product Information Management, Digital Commerce, Subscription Management, agent management
The 2023 Market Agenda for Marketing: Data Takes Center Stage
Ventana Research recently announced its 2023 Market Agenda in the expertise area of Marketing, continuing the guidance we have offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes.
Topics: Marketing, Product Information Management, Digital Marketing, intelligent marketing, CDP
All-Inclusive CX Suites Reveal the Big Picture to Optimize CX Management
Having just completed the 2023 Ventana Research Value Index for Customer Experience Management, I want to share some of my observations about how the market has developed. We found that there are many tools available for various needs related to customer management and communication, ranging from marketing tools to contact center systems to data and analytics applications. It is rare to find all the components fully integrated into a single platform, although that appears to be where the industry is headed. We found that despite the lack of clarity in the marketplace, technology is moving quickly to provide users with more extensive tools that work better together. The vendor landscape is fractured, but most are taking advantage of developments in artificial intelligence (AI), machine learning (ML) and workflow automation to deliver functionality that, in some cases, was simply not possible as recently as five years ago.
Topics: Customer Experience, Voice of the Customer, Contact Center, Product Information Management, Digital Commerce, Subscription Management, agent management
The 2023 Market Agenda for CX: Analytics Takes Center Stage
Ventana Research recently announced its Market Agenda in the expertise area of Customer Experience. CX has emerged as a way for organizations to demonstrate value and stand out in the marketplace. The technology underlying modern CX is transitioning from tools that are based on communication to those centered on data analysis and process automation. This allows organizations to build great experiences and reap the benefits in customer loyalty and value. It also forces companies to reckon with the complexity and disruption that technologies like artificial intelligence and automation bring to an organization.
Topics: Customer Experience, Voice of the Customer, CEM, Self-service, Analytics, Contact Center, AI and Machine Learning, agent management, Customer Experience Management, Field Service
Verint Bets Big on Engagement Automation and Intelligence
Since 2021, Verint’s message to the customer experience community has focused on the “engagement capacity gap,” a way of describing how the available resources for CX clash with the high level of customer expectations. The argument is that efforts to close that gap require a rethink of how contact centers (and their parent organizations) operate and plan.
Topics: Customer Experience, Voice of the Customer, Contact Center, agent management, Customer Experience Management, Intelligent Self-Service