ISG Software Research Analyst Perspectives

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for Topic: Cxm

Rethinking CXM as a Market Segment

Posted by Keith Dawson on 21 October 2026

Since 2022, we have been watching the evolution of the customer experience management (CXM) market as it coalesced from multiple related point solutions spanning contact center, marketing and sales technologies. The theory I had at that time was that providers were creating platforms out of their CX-related niche tools and that those platforms would be used to knit departments and functions... Read More

Topics: Contact Center, Customer Experience Management, CXM, Customers and CX - Business & Technologies

Why Customer Journeys Matter to Enterprise CX

Posted by Keith Dawson on 30 September 2025

The idea of customer experience (CX) as a business practice relies heavily on being able to understand and track customer journeys. And that can be tricky because there isn’t a standard definition as to what a journey consists of. For example, inside a contact center the journey is perceived in terms of the steps a customer takes to achieve a particular result. Sometimes that is broadened out to... Read More

Topics: Contact Center, Field Service, CXM, Customers and CX - Business & Technologies, Customer Journey, Journey Management