Keith Dawson's Analyst Perspectives

Why We Need a New Definition for CX Software Platforms

Posted by Keith Dawson on Mar 18, 2022 3:00:00 AM

The technology underpinning customer experience (CX) is a hodgepodge of tools that have been developed for niche use cases and then expanded to fill broader roles. Examples include the old (CRM, help desk software and speech analytics) and the new (customer data platforms and conversational AI). This is because CX is a set of very specialized processes that happen in different parts of the enterprise, managed by people who often do not connect with peers handling related processes. Service-related activities are focused in the contact center, personalization and loyalty in marketing departments, and so forth.

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Topics: Customer Experience, Marketing, Marketing Performance Management, Voice of the Customer, Contact Center, Product Information Management, Digital Marketing, agent management, intelligent marketing, Customer Experience Management, Field Service, Conversational Marketing, Digital Experience Platform, customer service and support

The 2022 Market Agenda for Marketing: A Digital Experience Revolution

Posted by Keith Dawson on Feb 4, 2022 3:00:00 AM

Ventana Research recently announced its 2022 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.

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Topics: Marketing, Marketing Performance Management, Product Information Management, Digital Marketing, intelligent marketing, Conversational Marketing, Digital Experience Platform

The 2022 Value Index for Agent Management Classifies and Rates Vendors

Posted by Keith Dawson on Jan 31, 2022 3:00:00 AM

Ventana Research is sharing insights gleaned from our latest Value Index research, an assessment of how well vendors’ offerings meet buyers’ requirements. The Ventana Research Value Index: Agent Management 2022 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 that reflect the real-world criteria incorporated in a request for proposal to customer experience vendors supporting the spectrum of Agent Management. 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.

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Topics: Customer Experience, Voice of the Customer, Contact Center, Product Information Management, Digital Commerce

Shifts in Agent Management Software Benefit Agent Experiences

Posted by Keith Dawson on Jan 26, 2022 3:00:00 AM

The 2022 Ventana Research Value Index for agent management software is published, offering interesting observations about how the market is advancing to provide more sophistication to agents and the management of them. The market is now characterized by applications integrated into multifunction suites, a significant change accelerated by the pandemic in the short term and vendor consolidation over a longer period. The core applications — workforce management scheduling, call recording and evaluations, and performance management — are largely commoditized. This has opened the door to systems for ensuring agent access to real-time knowledge, peer collaboration and other, more advanced systems.

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Topics: Customer Experience, Voice of the Customer, Contact Center, Product Information Management, Digital Commerce, subscription management, agent management

The Transformation of Account-Based Marketing for Revenue Optimization

Posted by Keith Dawson on Sep 29, 2021 3:00:00 AM

Account-based marketing (ABM) serves as a model for how a complex manual activity can be improved and automated. That does not mean it always goes well. ABM is a practice that many B2B marketers swear by, but it can be very difficult to get a technology-enhanced ABM program up and running.

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Topics: Marketing, Marketing Performance Management, Product Information Management, Digital Marketing, intelligent marketing, Conversational Marketing, Digital Experience Platform

Reltio Earns Marketing Digital Innovation Award for 2021

Posted by Keith Dawson on Aug 12, 2021 3:00:00 AM

The annual Ventana Research Digital Innovation Awards showcase advances in the productivity and potential of business applications, as well as technology that contributes significantly to the improved processes and performance of an organization. Our goal is to recognize technology and vendors that have introduced noteworthy digital innovations to advance business and IT.

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Topics: Marketing, Voice of the Customer, Collaboration, Data Governance, Data Preparation, Information Management, Data, Product Information Management, Digital Marketing, Digital Commerce, blockchain, data lakes, intelligent marketing, Conversational Marketing

Field Service Transformation for CX Differentiation

Posted by Keith Dawson on Aug 10, 2021 3:00:00 AM

Field service is one element of the service-delivery process that an organization must get right or risk alienating important customers and causing friction in the relationship. The customer experience is directly affected by the timeliness, speed and accuracy of on-site work. Consequences of poor performance can hurt revenue, particularly in B2B situations where failures may cause expensive shutdowns or delays in conducting business.

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Topics: Customer Experience, Marketing, Voice of the Customer, Contact Center, Product Information Management, Digital Commerce, subscription management, agent management

ServiceNow Earns Customer Experience Digital Innovation Award for 2021

Posted by Keith Dawson on Aug 6, 2021 3:00:00 AM

The annual Ventana Research Digital Innovation Awards showcase advances in the productivity and potential of business applications, as well as technology that contributes significantly to the improved processes and performance of an organization. Our goal is to recognize technology and vendors that have introduced noteworthy digital innovations to advance business and IT.

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Topics: Customer Experience, Voice of the Customer, Contact Center, Product Information Management, Digital Commerce, subscription management, agent management

Are DXPs Really Needed in a CX World?

Posted by Keith Dawson on Jul 20, 2021 10:19:19 AM

Customer experience (CX) tools are going through a transition, from piecemeal applications designed to solve narrowly defined problems, to broader suites with integrated functionality. This is occurring along multiple fronts in CX. Software for managing inbound interactions and customer issues is being gathered into CX suites sometimes described as Customer Experience Management (CEM). On the marketing side, the phenomenon is seen in the creation of Digital Experience Platforms (DXPs).

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Topics: Customer Experience, Marketing, Voice of the Customer, Product Information Management, Digital Marketing, Digital Commerce, intelligent marketing, Conversational Marketing

ServiceNow Brings Customer Workflows with Automation and Intelligence

Posted by Keith Dawson on Jul 20, 2021 3:00:00 AM

Customer Service & Support (CSS) is a software segment that provides tools for tracking and resolving customer problems, primarily through contact centers. The segment has been mature for decades but today is reinvigorated by a new emphasis on workflows and automation. Vendors, like ServiceNow, have been innovative in developing new technologies for managing self-service and field service, and providing agents with contextually relevant information during interactions. The new technologies brought to bear on this include artificial intelligence (AI) for knowledge search and delivery; agent assist and guidance tools; and SMS-centric customer messaging.

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Topics: Customer Experience, Voice of the Customer, Analytics, Contact Center, Product Information Management, Digital Commerce, AI and Machine Learning, subscription management, agent management