Focus on the Customer Experience
As I think through recent vendor announcements and in particularly the most recent CaféX and Microsoft partnership announcement, integrating Live Assist with Microsoft Dynamics 365, we are seeing an emergence of communications being deeply integrated into customer-centric business workflows. While this was the initial goal for what the unified communications industry referred to as CEBP (Communications Enabled Business Processes), the lack of interoperability and integration prevented it from being a reality across businesses.
The focus on business outcomes is driving the push for communications and collaboration capabilities to be embedded into business applications and workflows. Ripe for this is customer support scenarios as all business strategies are pivoting towards the customer experience. The focus has to be on the customer experience as the ultimate goal to impact the bottom line.