Methodology

This report was prepared using information gathered from vendor events and analyst briefings, vendor meetings, technology assessments, interviews with end users, and Omdia datasets.

Omdia Universe
The following steps were taken to build this Universe:

  • Omdia analysts performed an in-depth review of the market using our market forecasting data and Enterprise Insights survey data.
  • Omdia created a matrix of capabilities, attributes, and features that we consider to be important now and in the next 12-18 months for the market.
  • Vendors were interviewed and provided in-depth briefings on current solutions and future plans.
  • Analysts supplemented these briefings with other information obtained from industry events and user conferences.
  • The Universe was peer-reviewed by other Omdia analysts before being proofread by a team of dedicated editors.

Omdia Ratings
The scoring for the Universe is performed by independent analysts against a common maturity model, and the average score for each subcategory and dimension is calculated. The overall position is based on the weighted average score, where each subcategory in a dimension is allocated a significance weighting based on the analyst’s assessment of its relative significance in the selection criteria:

  • Market leader: This category represents the leading solutions that Omdia believes are worthy of a place on most technology selection shortlists. The vendor has established a commanding market position with a product that is widely accepted as best of breed.
  • Market challenger: The vendors in this category have a good market positioning and are selling and marketing the product well. The products offer competitive functionality and a good price-performance proposition and should be considered as part of the technology selection.
  • Market prospect: The solutions in this category provide the core functionality needed but either lack some advanced features or suffer from a low CSAT rating. A niche or relatively new vendor with select innovative products and strategies may fall into this category and should be explored as part of the technology selection.

Solution capabilities evaluated in this Universe

Figure 39: Solutions capabilities for CEPs

Source: Omdia, Twilio

Inclusion Criteria
The criteria for the inclusion of a vendor solution in the Omdia Universe: Customer Engagement Platforms, 2022–23 are as follows:

  • The vendor must be a global vendor and have customers in at least three regions: Asia & Oceania, EMEA, and North America.
  • The vendor must offer a global solution and have referenceable customers in at least three regions: Asia & Oceania, EMEA, and North America.
  • The vendor must have at least 500 customers, consisting of a mix of SMBs and midsize enterprises (from 50 to 999 users). The vendor must also have at least 50 large enterprise customers (organizations of 1,000 users and above).
  • The vendor must have at least five of the seven CEP criteria:
  • Enable two-way omnichannel communication: The growing number of ways in which customers and enterprises can engage means a CEP must be able to ingest inbound customer interactions and communicate an enterprise's response through a multitude of channels.
  • Identify the customer: A CEP must have the capability to identify customers or prospects from the mass of inbound data-much of which will be anonymous.
  • Keep a golden record: The wealth of data must be linked and consolidated into a comprehensive and accurate profile of each customer, prospect, or entity, such as a household or business account. This profile must be dynamic and persistent, allowing an enterprise to discern changing trends in profiles over time.
  • Collaborate across the enterprise: Unified profiles must be accessible to all functions that interact with customers within an enterprise. This allows a coordinated and aligned response from an enterprise when engaging with customers.
  • Create a personalized response: Analysis of the customer data and history allows an enterprise to orchestrate the most appropriate content, messaging, offers, etc., to create a personalized engagement delivered at the optimum time through the customers' preferred channels.
  • Analyze and enhance: A foundational requirement of a CEP is to interpret actions and intentions across all engagements to build an increasingly detailed and comprehensive view of the customer. This requires the capability to capture, analyze, and visualize all customer interactions and use this to continually align and enhance the customers' experiences with the enterprise.
  • Keep data safe and private: Across all stages of a customer engagement, data must be stored securely both to comply with increasing regulatory oversight and maintain the customers' trust that the enterprise will not misuse their data.