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A rapidly changing business environment is pushing many enterprises to alter their customer engagement organizations and their offered services to address rapid changes in customer profiles and preferences, organizational priorities, and available customer service technologies.


  • Business trends in the customer engagement marketplace are emphasizing a shift away from voice calls toward digital channels, while customer demand is driving a shift from live agent contacts to a self-service mode. This will have broad implications on the marketplace.

Features and Benefits

  • Gives the reader insights into how the customer engagement marketplace will evolve in the coming year.
  • Allows customers to assess their strategic plans and initiate changes where necessary.

Key questions answered

  • What are the major customer experience trends that will affect the customer experience marketplace in 2017?
  • What changes should enterprises and vendors be preparing for in their customer experience planning?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

Business trends and technology enablers

  • Managing people and technology for service optimization

Digital channels disrupting traditional voice

  • With some exceptions, the voice channel is losing its appeal
  • The voice channel will not disappear

Customer engagement will involve more than the contact center

  • Integrating field service rounds out the customer experience
  • Tracking the customer journey is becoming an enterprise-wide task

The Internet of Things expands its reach

  • Number and type of deployments are growing
  • Customer engagement and operational efficiency lead the way

Big data empowers customer interaction

  • IoT is a firehose of data in an enterprise river
  • Customer data must serve the customer

Predictive analytics and "next best action" at the top of customer engagement investments

  • Too much data and too little time
  • Customer journey tools and processes will drive the next wave of market expenditures

Customer enablement becoming a priority

  • Self-service shifts the workload to customers
  • Expert agents replace generalists


  • Methodology
  • Further reading
  • Author

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