Comparative Analysis of Composable CX Platforms

Traditional, monolithic platforms, once hailed as the pinnacle of customer service technology, are struggling to keep pace with the breakneck speed at which CX is moving. Customer expectations and market trends are becoming more unpredictable than ever. In this environment, businesses urgently need solutions that offer agility, adaptability, and the ability to deliver personalized experiences at scale. This is where composable CX platforms emerge. Let’s find out more about them, and do an analysis vs more traditional CX methodologies. 

A Response to Change

Customers today demand solutions that cater to them uniquely, and they have little tolerance for one-size-fits-all approaches in a world where everything is advertised as unique. Additionally, market trends can shift depending on the next news headline, reel or viral meme, requiring businesses to envision CX strategies with equal speed. Composable CX platforms address these challenges head-on. They represent a modular, "build-your-own" approach to CX. This allows businesses to orchestrate various customer experience capabilities to create dynamic solutions. 

Beyond the Buzzword

Composable CX is a philosophy built on the core concept of modularity. Instead of relying on a single, all-encompassing platform, composable CX platforms offer a set of building blocks that can be mixed and matched to create a customized CX solution. This methodology hinges on three key principles:

1. Assembly: Businesses can select from a wide range of pre-built components, such as chatbots, self-service portals, and omnichannel communication tools.
   
   
2. Combination: These components can be seamlessly integrated with each other, creating a cohesive and unified CX ecosystem.
   
   
3. Orchestration: The platform provides tools to define workflows and personalize customer journeys, ensuring smooth interaction flow and optimal experiences.

The foundation for this modular approach lies in open APIs, developer tools, and modern cloud platforms. These technologies allow for seamless integration between different components and enable businesses to leverage the expertise of third-party developers and solution providers.

Key Components of a Composable CX Platform

These platforms typically consist of four core building blocks. 

• Development: This component provides a range of tools and resources for customizing and extending the platform's capabilities. This might include low-code/no-code development tools, APIs, and SDKs that allow businesses to tailor the platform to their unique needs and integrate it seamlessly with existing systems.
  
  
• Ecosystem: This refers to a network of pre-built solutions and integrations offered by third-party vendors. These solutions can address a wide range of CX needs, from AI-powered chatbots to sentiment analysis tools. A robust ecosystem allows businesses to leverage the expertise of specialized vendors and rapidly expand their CX capabilities without reinventing the wheel.
  
  
• Marketplace: This curated space acts as a one-stop shop for businesses to discover and deploy best-in-class CX solutions. Marketplaces typically offer pre-vetted and pre-integrated solutions, simplifying the selection and deployment process for businesses.
  
  
• Product: This forms the core foundation of the platform and provides a set of native Contact Center as a Service (CCaaS) functionalities. These functionalities typically include omnichannel communication channels (social media, voice, chat, email, etc.), workforce management tools, and robust analytics capabilities.

The ability to connect the contact center seamlessly with critical business systems like CRM and marketing automation platforms further enhances the CX experience. By integrating customer data across various touchpoints, businesses can gain a holistic view of their customers and personalize interactions for maximum impact.

The Dichotomy of Composable CX Platforms

While the core principles of Composable CX remain consistent, there are two main approaches to platform design. 

• API-Centric Platforms: These platforms offer an unparalleled level of customization through extensive APIs. Businesses have the flexibility to build almost any CX solution imaginable. However, this flexibility comes with a cost. API-centric platforms typically require more development effort and expertise, potentially leading to a higher total cost of ownership (TCO) and increased operational risk. Additionally, they may require longer implementation times compared to product-centric platforms.
  
  
• Product-Centric Platforms: These platforms provide pre-built functionalities with a wider range of out-of-the-box features. This translates to a lower TCO and easier implementation process. However, the level of customization offered is typically less extensive compared to API-centric platforms. Businesses may find themselves limited by the pre-built functionalities when they have very specific CX needs.

Balancing Customization and Simplicity

The decision between an API-centric and product-centric platform hinges on a careful analysis of your specific requirements. Here are some key factors to consider:

• Technical Expertise: Do you have a team of skilled developers who can leverage APIs to customize the platform extensively? If not, a product-centric platform with a lower development burden may be a better fit.
  
  
• Customization Needs: How complex and unique are your CX requirements? If you require a highly customized solution with features beyond the standard offerings, an API-centric platform offers greater flexibility.
  
  
• Total Cost of Ownership (TCO): Consider the ongoing costs associated with development, maintenance, and platform support. While API-centric platforms may offer lower upfront costs, the ongoing development effort can drive up the TCO over time.
  
  
• Agility and Time-to-Value: How quickly do you need to deploy your CX solution? Product-centric platforms typically offer faster implementation times due to their pre-built functionalities. However, API-centric platforms may be better suited if rapid iteration and feature customization are critical.

Ultimately, the best approach often lies in a hybrid model. Some businesses choose to leverage a product-centric platform for its core functionalities and then utilize APIs to integrate additional, best-in-class solutions on top of it.

The Advantages of Adopting Composable CX Platforms

The benefits of embracing Composable CX platforms are numerous and far-reaching. 

• Speed, Innovation, and Scalability: Composable platforms allow for rapid development and deployment of CX solutions. Businesses can quickly adapt to changing market trends and customer expectations by adding or modifying components as needed. This fosters a culture of continuous innovation and ensures that your CX strategy remains agile and responsive. Additionally, composable platforms are inherently scalable. They can easily accommodate business growth and increasing customer demands.
  
• Enhanced Customer and Employee Experiences: Composable platforms enable businesses to personalize customer interactions based on individual needs and preferences. By orchestrating workflows and leveraging real-time data, businesses can streamline processes, resolve issues faster, and create a more positive and engaging experience for their customers. This translates to increased customer satisfaction, loyalty, and advocacy.
  

• Openness and Security by Design: Modern Composable CX platforms prioritize open APIs and robust security measures. Open APIs facilitate seamless integration with various components and data sources. Additionally, strong security features ensure the protection of sensitive customer information and compliance with relevant data privacy regulations.

Challenges and Considerations in Implementing Composable CX

While Composable CX platforms offer a wealth of benefits, there are also some challenges to consider:

• Collaboration between IT and Business: Successful implementation requires close collaboration between IT and business teams. IT teams need to understand the business goals and objectives to ensure the chosen platform can deliver the desired CX outcomes. Business teams need to actively participate in the selection and configuration process to ensure the platform aligns with their needs.
  
• Legacy Systems: Integrating with legacy contact center platforms can pose challenges. A well-defined migration strategy is crucial to ensure a smooth transition and minimize disruptions to ongoing operations.
  
• Evolving Capabilities and Change Management: Composable platforms are not static entities. New capabilities and solutions are constantly emerging. Businesses need to have a process in place for evaluating and adopting new options to keep their CX offerings at the forefront. Additionally, ongoing change management is critical to ensure user adoption and maximize the platform's potential.
  

Strategic Considerations When Choosing a Composable CX Platform

Given the wide range of Composable CX platforms available, selecting the right one for your business requires careful consideration. Here are some key factors to evaluate:

• Alignment with Technology Architecture: The chosen platform should align with your overall technology strategy and vision. Consider your existing technology stack and ensure seamless integration with other systems.
  
  
• Meeting Business Needs: The platform should have the functionality to address your current and future business needs. Evaluate the platform's core functionalities, available integrations, and the marketplace offerings to ensure it can meet your CX requirements.
  
  
• Risk Management and Data Unification: Security and data governance are paramount concerns. Choose a platform that prioritizes robust security measures and facilitates the creation of unified customer experiences by providing seamless data integration across various touchpoints.
  
  
• Provider Expertise: Opt for a provider with a proven track record of delivering exceptional customer experiences. Look for a vendor who offers comprehensive support services and a commitment to ongoing innovation and platform development.

The Road Forward: Continuous Collaboration and Adaptation

Composable CX represents a paradigm shift in customer experience management. By embracing agility, continuous innovation, and a customer-centric approach, businesses can leverage the power of Composable CX platforms to not only meet but exceed customer expectations in the ever-evolving landscape of the future.

Omind has been leveraging the power of AI and ML to deliver a groundbreaking CX and BX (Business Experience) to customers. If you’d like to learn more about how you can augment your CX with us, schedule a demo at this link today.