This Week in CX: Avaya Acquires Edify, Sprinklr Introduces Digital Twins, and Genesys and ServiceNow Unify Platforms

This week in the world of customer experience (CX) has been filled with exciting news of acquisitions and new platform offerings. Let’s dive into some of the highlights from the past seven days.

First up, Avaya made headlines by acquiring Edify, a platform provider offering Contact Center as a Service (CCaaS), Communications Platform as a Service (CPaaS), and Unified Communications as a Service (UCaaS). Edify is best known for its Edify CX platform, which allows service leaders to define and orchestrate contact center journeys using a no-code engine. This approach sets Edify apart from other CCaaS vendors, as it empowers service leaders to create customized journeys themselves. Avaya’s decision to acquire Edify was driven by the platform’s ability to meet the journey and process customization needs of its large enterprise customers.

Next, Sprinklr introduced Sprinklr Digital Twin, a conversational AI offering that enables businesses to build AI “twins” for different departments within an organization. These twins help automate customer conversations and can also serve as copilots for employees. What sets Sprinklr’s platform apart is its focus on defining specific actions and providing access to data, knowledge, and systems via APIs, allowing twins to perform actions autonomously. This innovative approach has garnered attention in the conversational AI space.

In another exciting development, Genesys and ServiceNow announced plans to integrate their customer experience platforms, Genesys Cloud and ServiceNow Customer Service Management (CSM), to create a unified solution called Unified Experience from Genesys and ServiceNow. This integration will bring together contact center, journey orchestration, and workforce engagement management capabilities to centralize routing and break down silos within the agent experience. The unified platform aims to provide a seamless, personalized experience for customers and agents alike.

Lastly, Alphabet, Google’s parent company, is reportedly in talks to acquire CRM giant HubSpot. This potential acquisition comes as Google seeks new growth engines amid increased competition in its traditional search business. While Alphabet has the financial resources to make such a significant acquisition, regulatory scrutiny and considerations about where HubSpot fits within Google’s broader CX stack are key factors to consider.

Overall, this week in CX has been filled with exciting developments that promise to shape the future of customer experience. Stay tuned for more updates and insights from the world of CX.