The challenge behind building a true CXaaS solution

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For a centralized CX platform to be successfully deployed, canada phone number list CRM and CCaaS vendors must work harmoniously. In other words, they must agree on what solution becomes the new core CXaaS platform and who should build and integrate what capabilities and workflows. In many cases, this might be easier said than done. With vendors heavily invested in their own platforms, capabilities, and roadmaps, building a single CXaaS platform would mean at least one of the two partners must give up their workspace. Should the CRM be the source of truth, or should agents and supervisors work out of the CCaaS platform?

As explained by Forrester, “More CRM and CCaaS vendors have come on board to this paradigm, as there are clearly capabilities that CRM do best and the same holds true for CCaaS vendors. CRM systems, for example, excel at managing customer details, resolution workflows, and knowledge, while CCaaS vendors lead at omnichannel routing, quality, and workforce management. There are also capabilities on which the vendors compete; for example, agent workspaces or digital channel interactions - to name just a few.”

Competitive features and processes create challenges for organizations trying to establish streamlined processes and a seamless customer experience. Should performance be tracked through the CCaaS system or the CRM? And how about chat—should that be delivered from the CRM or the CCaaS? Due to a continuous lack of alignment, enterprises are stuck swivel-chairing between platforms to access contact records, ticket/incident/case data, duplicative reports, and competing communication channels.

For example:

A healthcare organization might use ServiceNow CSM to track patient cases and send emails, while its CCaaS solution is leveraged to handle calls and track agent performance.
A retail company might use ServiceNow ITSM to track IT issues but rely on its CCaaS platform to handle incoming calls from store locations.
A local state agency might keep track of its SNAP benefit users through ServiceNow PSDS but handle constituent calls through a separate CCaaS platform.