CX orchestration is the new hard part - TechTarget

The problem was never finding the right tool. It was getting five tools to act like one.

A new piece from TechTarget puts a name to something you've probably been living: CX orchestration. The idea is simple — your CRM, contact center, analytics stack, and AI features don't talk to each other the way they should. So instead of one coherent customer experience, you get handoff gaps, duplicate data, and a team that's constantly translating between systems.

The vendors are calling this the "new frontier." For you, it's Tuesday.

If your sales rep has to check three platforms before a customer call to piece together what's going on, that's not an AI problem or a data problem. It's an orchestration problem — and no amount of new features from your current vendor fixes it if the underlying architecture was never built for how your business actually runs.

You've already learned that switching platforms doesn't solve this. Neither does bolting on another integration. What actually changes things is a system designed around your workflows from the start, not retrofitted to them after the fact.

The hard part isn't connecting the tools — it's having a foundation that doesn't require a consultant every time something needs to talk to something else.

#CRM #CustomerExperience #SalesOps #MarketingOps #CXOrchestration

Original Source

CRM, contact center platforms, digital engagement tools, analytics systems, customer data platforms and AI features are increasingly treated as ...