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Ovum research reveals slow progress is being made in developing omnichannel customer engagement capabilities, but transformation can be accelerated through the careful adoption of an emerging category of software, the customer engagement platform.


  • Four core capabilities must underpin omnichannel strategy.
  • Use accelerators for faster omnichannel development.
  • Machine learning is essential for omnichannel orchestration, but sophistication varies.

Features and Benefits

  • Learn how to accelerate customer-focused digital transformation by understanding the foundational business principles and architectural practices.
  • Learn how transformation accelerators can be used to generate faster progress.

Key questions answered

  • What is a customer engagement platform and how can it help accelerate customer-focused digital transformation?
  • What are the principles and best practices for accelerating transformation?
  • Why is the perspective of the chief customer officer critical to successful omnichannel customer engagement?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for digital service providers
  • Recommendations for vendors

Orchestrate the customer experience

  • The anatomy of a CEP consists of five enabling layers, culminating in a sixth orchestration layer

Use Agile accelerators for faster omnichannel development

  • Progress in developing an omnichannel customer engagement capability is painfully slow
  • Consider process mining to determine opportunities for transformation
  • The adoption of a CEP can accelerate progress
  • Microservices can accelerate differentiation and innovation

Machine learning is essential for omnichannel orchestration, but sophistication varies

  • Ovum identifies four evolutionary machine learning stages

Architectural considerations must govern CEP selection and adoption

  • To realize the benefits of a CEP, an adaptive enterprise architecture is required
  • Thought must be given to the desired business model
  • Business models can be adapted
  • Digital transformation strategy needs leadership from the CEO
  • Consideration should be given to the existing enterprise applications landscape in selecting a CEP
  • Each route has its own advantages and disadvantages
  • The customer must be at the center of transformation
  • Digital transformation may call for new C-level roles

The perspective of the chief customer officer is the right one to ensure that value is delivered

  • CCOs are on the rise as more companies grapple with customer experience
  • Growth is the main driver


  • Methodology
  • Further reading
  • Author

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