Market Perspectives

We are happy to share some insights about Content Guru drawn from our latest Value Index research, the 2023 Ventana Research Value Index: Customer Experience Management, which assesses how well vendors’ offerings meet buyers’ requirements.

In all of our Value Indexes, we utilize a structured research methodology built on evaluation categories designed to reflect real-world criteria and derived from RFP responses and a vendor selection process for analytics and business intelligence. We evaluated Content Guru and 21 other vendors in seven categories, five relevant to the product — Adaptability, Capability, Manageability, Reliability and Usability — and two related to the vendor — TCO/ROI and Vendor Validation. To arrive at the Value Index rating for a given vendor, we weighted each category to reflect its relative importance in an RFP process, with the weightings based on our experience and on data derived from our Benchmark Research on Customer Experience (CX).

Content Guru is a cloud communications provider based in Bracknell, U.K. The company provides services in over 60 countries through its Contact-Center-as-a-Service (CCaaS) platform, known as storm. It was categorized as an Innovative Vendor and ranked eighth overall in this Value Index evaluation. Content Guru placed first and was a Value Index Leader in the categories of Usability and Manageability. It was also a Value Index Leader in Reliability, placing second. The company benefits from its expertise in providing high-capacity cloud services to contact centers in the public sector and utilities.

The storm platform extends from the contact center into back offices and other parts of the organization through combinations with Microsoft Teams and other collaborative integrations. Content Guru does well in areas related to processing interactions at scale and keeping them secure and optimized for compliance and speed. storm’s features encompass broader CX through modules like the Customer Knowledge System (CKS), a data-aggregation layer that can be deployed as a stand-alone CRM tool or as an integrated tool that unifies data across the contact center architecture.

Content Guru ranked highly in Reliability and Adaptability due to its excellence in data, process and application integrations and its scalable and secure environment.

It could improve its Capability ranking by investing in customer journey functions that facilitate a 360-degree view of customers and present insights to personas based on outcomes and projections of the future value of customer relationships.

This assessment was based on Content Guru’s customer experience management (CXM or CEM) products available in September, October and November of 2022.

Content Guru, like all vendors in this space, should continue working towards a holistic, integrated CX platform that addresses the needs of users across the enterprise. Connecting workflows from marketing, sales and service teams should be a key priority.

This research-based index is the most comprehensive assessment of the value of CXM software in the industry. Technology buyers can learn more about how to use our Value Index by clicking here and included vendors that wish to learn more can click here. Read the report here.