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The customer engagement technology stack is evolving quickly, bringing vendors from spheres such as marketing, sales, and customer service into contact with each other.


  • Enterprises are justifiably confused about the relationships between different technology segments and the vendors that supply the technologies.
  • Enterprise technology buyers are having trouble with a range of decisions, including what to invest in and what to build business cases for, what channels to offer their customers, which collaborative tools work and which do not, what is an optimal cloud migration strategy, and how they should calculate ROI and TCO for tools that have never existed before.

Features and Benefits

  • Defines customer engagement and applies that definition to the wide variety of technologies that are available.
  • Analyzes the steps vendors need to take to orient their technology development more closely toward enterprise needs.

Key questions answered

  • Why do vendors need to think about customer engagement?
  • What is motivating enterprises to reassess their customer engagement technology stacks?
  • What core principles are behind successful technology development for customer interaction management?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages

Vendors need to think about customer engagement

  • Understanding the customer experience
  • Consumer behavior is driving change
  • Three core shifts spell big changes

What we mean when we talk about customer engagement

  • Defining customer engagement
  • Applying the definition to technology usage
  • Three principles for customer engagement technology development

The argument that vendors must make to buyers

  • Engagement tools lead to more effective operations
  • Make better decisions using the customer’s voice
  • Explain the value of different communication options
  • Technology should be an investment in problem solving


  • Recommendations for vendors


  • Methodology
  • Further reading
  • Author

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