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Introduction

This report provides an analysis of the latest advances in Customer Engagement Platforms from eight vendors with recommendations to help enterprises develop comprehensive omnichannel customer engagement capabilities.

Highlights

  • The ideal CEP consists of eight technology layers.
  • Get your customer engagement strategy in place first before selecting technology.

Features and Benefits

  • Reveals how enterprise can develop the right strategies and capabalities to speed up transformation of customer experience.
  • Helps enterprises understand the current state of the customer engagement platform market.
  • Identifies some critical technologies that must be part of a customer engagement platform to deliver real-time and scalable experiences.

Key questions answered

  • What are the right strategies and capabalities to speed up transformation of customer experience?
  • What is the current state of the customer engagement platform market?
  • What critical technologies are must-have's for customer engagement platforms to deliver real-time and scalable experiences?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises
  • Recommendations for vendors

The ideal CEP consists of eight technology layers

  • Definition and characteristics

Get your customer engagement strategy in place first before selecting technology

  • Four core capabilities must underpin an enterprise customer engagement strategy
  • Customer engagement platforms play a critical role

Adobe Experience Platform – a scalable CEP for the enterprise

  • Summary
  • Recommendations
  • Adobe Experience Platform provides a unified environment for customer engagement at scale
  • The acquisitions of Magento and Marketo expand Adobe's customer engagement capabilities
  • Marketo Engage adds B2B and ABM/ABX capability
  • Adobe's strategic partnerships with Microsoft, SAP, and ServiceNow extend the relevance of Experience Platform
  • More AI and easier orchestration are on the horizon

bpm'online evolves from CRM to a CEP

  • Summary
  • Recommendations
  • bpm'online is evolving into an adaptive CEP for mid-market enterprises
  • The functional applications are well-suited to the needs of mid-market enterprises
  • A no-code/low-code developer approach enables business people to adapt the platform easily
  • The most important advances over the last year and the near-term are with AI
  • An expanded ecosystem makes bpm'online more compelling

Microsoft is well positioned for real-time customer engagement at massive scale

  • Summary
  • Recommendations
  • Azure Cloud Services provide several advantages to Dynamics 365
  • Dynamics 365 Customer Insights: a foundation for intelligent and relevant personalization
  • The unified environment makes omnichannel service real for agents
  • Sales force automation gets the AI and analytics boost, collaborative selling, and mixed reality support
  • Two types of marketing are provided – simple or ultra-scalable

Fueled by data, Oracle advances towards dynamic orchestration of the customer experience

  • Summary
  • Key messages
  • Recommendations
  • The Oracle CX Cloud has the potential to support dynamic orchestration with an integrated CEP
  • Oracle's data advantage provides a point of differentiation in combination with AI
  • Oracle Infinity tackles the DMP challenge for marketers, but Oracle CX Unity provides much more than a marketing CDP
  • A broad array of AI and intelligent automation capabilities support employees and customers
  • Oracle CX Cloud is one of the most advanced CEPs

Pega Infinity has an architectural advantage for large-scale, high-volume, and complex environments

  • Summary
  • Recommendations
  • Pega Infinity has an architectural advantage to support dynamic orchestration
  • Critical architectural elements of the Pega Infinity CEP
  • All roads lead to the Customer Decision Hub
  • Pega sets the bar high for real-time contextually relevant customer engagement

Strategic acquisitions and developments boost Salesforce's Digital Transformation credentials

  • Summary
  • Recommendations
  • The Customer 360 Platform has evolved into a customer engagement platform
  • The MuleSoft acquisition increases the strategic value of Salesforce's Customer 360 Platform
  • Critical developments in customer data management and AI fuel better outcomes
  • Salesforce Einstein helps employees and customers
  • Salesforce's industry focus is bearing fruit and adding greater value
  • Salesforce myTrailhead emphasizes that a culture of learning is essential to customer success
  • Blockchain finds a home in support of collaborative ecosystems and supply provenance

SAP C/4HANA is at the vanguard of the Intelligent Enterprise and permission-based CXM

  • Summary
  • Recommendations
  • The architecture of SAP C/4HANA underpins a more fluid and adaptive customer experience
  • The four functional support clouds and the unified customer data cloud provide advanced and modern front-office support
  • Under the covers seven attributes create the coherent and adaptive customer experience
  • SAP heads towards a composable business architecture for CXM with API-based 'building blocks'
  • Shrewd and timely acquisitions significantly boost SAP C/4HANA to create differentiated value
  • SAP's Customer Data Cloud is the foundation for the Intelligent Enterprise
  • Embedded analytics are powered by SAP Leonardo
  • Developments on the horizon promise further harmonization and increasing value

SugarCRM goes native and transforms into SugarCloud CEP

  • Summary
  • Recommendations
  • SugarCRM has a clear development strategy supported by three core pillars
  • SugarCloud becomes the Intelligent CXM Platform through data management and AI
  • No touch information management minimizes the administrative burden of frontline workers
  • From monolithic to modular the total addressable market expands

Appendix

  • Methodology
  • Further reading
  • Author

Recommended Articles

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