Market Perspectives

The annual Ventana Research Digital Innovation Awards showcase advances in the productivity and potential of business applications as well as technology that contributes significantly to the improved processes and performance of an organization. Our goal is to recognize technology and vendors that have introduced noteworthy digital innovations to advance business and IT that optimizes organizational resilience and workforce readiness.

Ventana Research has awarded CSG’s Xponent platform its prestigious 2022 Marketing Digital Innovation Award. This award is given to the vendor that best exemplifies innovation and change in support of an organization’s ability to maximize its people, processes, information and technology. All finalists in the areas of Marketing were considered for this award.

Innovations in journey management and multichannel interaction handling are key to promoting brand loyalty and reducing customer churn. Marketing has a significant opportunity to lead and maximize the demand for an organization's products and services by adopting innovative processes and technologies. Using newly available tools to engage and understand the voice of the customer, marketers can deliver a satisfying customer experience.

Ventana Research selected CSG for the 15th Annual Marketing Digital Innovation Award for its efforts to demystify much of the complexity around journey orchestration and interaction management. The Xponent platform provides a framework for marketers and planners to better manage the outcomes of customer experiences through real-time personalization across different channels, journeys and lines of business.

CSG, in business for 35 years, works with different organizational departments that interact with customers to create a more seamless process for managing customer journeys and experiences. The Xponent platform provides an increased level of insight into a journey – both from the customer and employee perspective. This solution provides a more effective way for users to manage channels and, ultimately, communicate with customers. Journey discovery capabilities make it easy to identify successful segments or see segments that need assistance. Users can understand which segments to target and what key actions make them successful.

The analytics engine behind the Xponent platform brings together quantitative and qualitative analysis along with predictive scoring and rules-based logic models. This gives users a more intelligent view of customer behavior so they can make better decisions regarding when and how to engage a customer.

With orchestrated journeys, an organization can adapt, learn and optimize a journey before deployment. Automated in real time with artificial intelligence or customized with the performance dashboard, users can drive the right path across different channels, using steps that have the biggest impact on an overall journey and ultimately deliver the best customer experience.

The are many areas within an organization that can benefit from a better understanding of customer journey analytics, whether to deliver personalized communication or to execute on an experience. Organizations should investigate the Xponent platform for a variety of functions, but most notably to connect and unsilo the processes used by different CX departments. Marketers, in particular, can benefit from analytic capabilities and insight into the effects of customer communication. If you have not examined how CSG and Xponent can help your organization, it is well worth your time. Congratulations, CSG, for your digital innovation in marketing.