Unified Customer Engagement Hub Blog

Get insight, news, best practices, and other opinions on trending, industry leading, and other technology topics.

All Posts

The Customer Engagement Hub Comes of Age

“By 2020, 60% of large organizations will try to design a customer engagement hub, yet only half of them will select the correct technologies to make it work.”

Customer engagement is still commonly delivered in silos even though it’s widely known to be the root cause of serious customer experience issues. The lack of sharing customer context and information across departments usually results in greater customer effort and prevents the success of holistic customer engagement strategies. 

According to a recent Gartner publication, “Technologies for CRM and the Emerging Customer Engagement Hub”, Gartner explains why architecting a customer engagement hub (CEH) type framework is necessary to break down these silos and deliver a consistent and contextual customer experience. The maturation of the CEH concept is something that Gartner has been predicting for years, yet is gaining momentum due to advances in service architectures that can connect and modernize existing applications. 

In this newly published research piece, Gartner predicts that over the next three years, enterprises and IT specifically, will need to “overcome departmental barriers and politics” to develop a working model of a dynamic, enterprise-wide customer engagement hub. 

Why a Customer Engagement Hub?

The customer engagement hub is not a product you can buy today, but an architectural framework that facilitates the delivery of a unified and seamless customer experience – allowing a customer to execute a journey that travels across an enterprise. The intent is to bridge silos and allow the customer information to reside at the center of the enterprise.  

Gartner Definition of Customer Engagement Hub (CEH)

 “A customer engagement hub (CEH) is an architectural framework that ties multiple systems together to optimally engage the customer. A CEH allows personalized, contextual customer engagement, whether through a human, artificial agent or sensors, across all interaction channels. It reaches and connects all departments, allowing, for example, the synchronization of marketing, sales and customer service processes.” 

What are the technology building blocks of a CEH?

Gartner has long prescribed that a “consistent, orchestrated, cross-channel customer experience across all engagement channels” will drive satisfaction and growth. The recent publication provides insights on the technologies that will play a crucial role in the evolution of the CEH. It elaborates on how the ideal “Customer Engagement Hub … ties together the communication infrastructure, business rules, relevant information and analytics…” to orchestrate an integrated customer journey. 

Next in this series of blogs on the customer engagement hub, we will cover some of the methodologies and technologies available to bridge silos across three areas: user experience, process and data. In the meantime, we are pleased to provide access to the Gartner report “Technologies for CRM and the Emerging Customer Engagement Hub”



Related Posts

Reducing the Impact of Technology on Training

3 Ways to Reduce Training Time Using Technology If you really want to reduce training time, we challenge you to look at the technology your agents are using. Is it simple to use? Does it proactively help agents? Does it make their jobs easier? If you didn't answer YES to all of those questions, you could be complicating your training efforts out of the gate due to the technology your agents utilize to manage the customer journey. One of the unsung heroes of SpiceCSM's Business Process/BPM tool is the ability to reduce the amount of time agents need to start producing at the levels of longstanding employees. Typically when bringing new agents onto the team there's a period of training, usually involving some classroom knowledge transfer, exercises, role playing, and a variety of other methods to give the agents resources to solve requests efficiently. Depending on the organization and type of business, this could take anywhere from 1 - 12 weeks, or longer. In higher turnover environments this only exacerbates training challenges and emphasizes the need to make new employees more productive in less time. Here are 3 ways you can utilize technology to help reduce training efforts:

What is iPaaS: Explaining Integration Capabilities

What is iPaaS: Explaining Integration Capabilities What is iPaaS? iPaas is a cloud-based platform that allows businesses to connect their existing systems together. It provides a single interface where users can access their data from across different software platforms. This means they can view information from one application within another without having to switch between them. The platform also makes it easy for people to build new integrations by providing low-code tools that allow connections to be made with external systems.

Low-Code Application Platform: What is it??

LCAP - What is a Low-Code Application Platform The vision that SpiceCSM has from our inception was to have an application that provided the tools to customize the user experience easily and orchestrate data without the need for technical expertise. What we've been calling an "Enterprise Application Builder" is now being recognized by leading analysts as a Low-Code Application platform, or LCAP for short.