The Emergence of a New Strategic Platform: Experience Orchestration Beyond the Contact Center

The Next Frontier of Customer Experience

Customer experience now more than ever has far-reaching impacts beyond the contact center. It has evolved into an enterprise-wide discipline spanning sales, marketing, finance, compliance, product and beyond — touching every part of a customer’s journey. And it requires coordination across every part of the organization.

Traditionally, organizations have let their CX strategy be constrained by emerging channels. A chatbot here. An IVR there. Maybe a CRM system in the middle. But these systems often operated independently — and that created limited visibility, context and, ultimately, outcomes.

The new reality is different. Experience orchestration connects the front, middle and back office in real time — unifying data, systems and people to shape interactions proactively. This new strategic platform can deploy AI whenever and wherever it’s necessary. The possible results? Lower costs, higher efficiency, increased loyalty and measurable revenue retention.

Break Free from Legacy Constraints with AI-Powered Experience Orchestration

Many organizations today are still weighed down by fragmented architectures and standalone systems of record. These systems may be best-of-breed, but they aren’t built to collaborate — especially not at the speed today’s customers demand.

Experience orchestration solves this by introducing an intelligent, real-time coordination layer across the enterprise. Powered by AI and measured in real time by journey management, it allows organizations to:

• Proactively resolve issues before they impact customers.
• Unify disconnected systems without expensive re-architecting.
• Adapt in real time, aligning the customer journey with operational realities.

Crucially, this doesn’t mean replacing your CRM, ERP or ITSM systems. It means making those systems smarter and more connected — through a strategic orchestration layer that puts AI to work for both the customer and the business.

Experience Orchestration and Real Business Results

Industry analysts are taking notice that customer experience decisions are now AI platform decisions. Experience orchestration is no longer seen as an extension of the contact center. It’s being evaluated — and recognized — as a broader business capability, central to unifying experiences across the enterprise.

We believe reports from firms like Gartner^®, Forrester, IDC, Frost & Sullivan, and Omdia are increasingly focused on categories that stretch beyond Contact Center as a Service (CCaaS) — including customer engagement platforms, conversational AI and journey orchestration.

The reason is simple. Organizations embracing experience orchestration can achieve real business outcomes: more efficient operations, higher customer lifetime value, better employee performance and retention. Through the power of embedded AI and native journey management, they’re streamlining operations, improving coordination between departments and accelerating value realization for customers. When customer and employee experiences improve, loyalty and revenue can follow.

Industry experts are taking note — not just by expanding the categories they cover, but by recognizing Genesys as a leader across these new domains. That recognition isn’t incidental; we believe it’s the result of an intentional approach to innovation, readiness and market execution.

Analyst Recognition That Signals Momentum and Validates Product

Genesys has taken a deliberate, intentional path to innovation — investing in capabilities when they’re ready for real-world deployment, enabling teams to support them effectively and briefing analysts only when we know our customers can succeed with confidence.

That approach has paid off. We believe our consistent recognition by industry analyst firms isn’t about winning awards for their own sake — it’s about validating our product’s leadership and continuous delivery of innovation demonstrating our ability to lead in and beyond the contact center.

Recognition in Contact Center as a Service (CCaaS)

• A Leader in 2024 Gartner^® Magic Quadrant™ for Contact Centers as a Service¹
• Highest Ranked Vendor in 2024 Gartner^® Critical Capabilities™ for CCaaS in Customer Engagement Center, Agile Contact Center, and Global Contact Center Use Cases²
• A Leader in IDC MarketScape: Worldwide Contact Center-as-a-Service Applications Software 2024 Vendor Assessment⁵
• Leader in Frost Radar™: EMEA Cloud Contact Centers, 2024⁶
• Leader in Frost Radar™: Cloud Contact Centers in Latin America, 2024⁷
• Leader in Frost Radar™: Cloud Contact Centers in Asia-Pacific, 2024⁸
• Leader in Frost Radar™: North America Enterprise Cloud Contact Centers, 2024⁹

Recognition Across Emerging Experience Orchestration Categories

• A Leader in The Omdia Universe: Customer Engagement Platforms, 2025¹⁰
• A Strong Performer in The Forrester Wave™: Customer Journey Orchestration Platforms, Q2 2024¹¹
• A Leader in IDC MarketScape: Worldwide Conversational Intelligence and Analytics 2024 Vendor Assessment¹²
• A Leader in IDC MarketScape: Worldwide Front-Office Conversational AI Software 2024 Vendor Assessment¹³
• A Representative Vendor in the Market Guide for Conversation Analytics Platforms³
• A Representative Vendor in the Market Guide for Customer Journey Analytics & Orchestration⁴
• Leader in Frost Radar™: Workforce Engagement Management, 2024¹⁴
• 2025 Emerging Market Guide Landscape: Employee Support Virtual Agents¹⁵

We believe this growing recognition demonstrates to the industry that we have what it takes to lead beyond the contact center. For us, it validates our product as a strategic platform; a partner that helps organizations orchestrate outcomes across the entire customer journey.

With embedded AI capabilities, native journey management, and seamless CRM and ITSM connectivity, the Genesys Cloud™ platform enables organizations to break through silos and accelerate value — for customers, employees and the business as a whole.

A Call to Action for CEOs, CIOs and CX Leaders

Experience orchestration is no longer optional. It’s the connective tissue between the systems you’ve invested in and the outcomes your customers expect.

This is the next evolution of CX — one where AI doesn’t just assist agents or automate interactions, but actively coordinates people, data and systems to deliver personalized, end-to-end journeys.

For business and technology leaders, this is a strategic moment to:  

• Move beyond contact center-centric thinking.
• Elevate AI from a feature to a platform.
• Align experience delivery with enterprise performance.

The organizations that seize this opportunity will not only be able to deliver better experiences; they’ll also be empowered to unlock cost savings, operational agility and lasting customer loyalty at scale.

AI-Powered Experience Orchestration is essential for winning in today’s competitive CX landscape. It allows companies to intelligently coordinate interactions, data and technology in real time to deliver the next level of experience. Read “The AI-Powered Experience Orchestration playbook” to learn more.