In a recent article and video for Forbes, “The Case for a Chief Omnichannel Officer,” Blake Morgan (@BlakeMichelleM) argues for the inclusion of a Chief Omnichannel Officer in the C-suite. This would be an executive who manages all employee and customer touchpoints across the organization, getting them out of silos and creating visibility into the customer experience. But isn’t that the same thing as what many companies are calling their Chief Customer Officer? Go take a couple of minutes to watch Morgan’s short but insightful take on this topic.

In “Why Your Business Needs to Know About — and Prioritise — ‘Operational Customer Experience’”, Alok Kulkarni asserts that “there is a crucial element of CX that has been overlooked within the customer engagement management landscape. It’s called Operational Customer Experience (OCX) — applied effectively, it could transform the way your company communicates.” Since OCX specifically focuses on customers’ experience of an organization’s technology systems, Kulkarni advocates for prioritizing OCX and analyzing customer interactions to identify failures.

In a McKinsey article entitled “From Touchpoints to Journeys: Seeing the World As Customers Do,” Nicholas Maechler, Kevin Neher and Robert Park discuss maximizing customer satisfaction by focusing on the end-to-end customer journey rather than on individual touchpoints as many have in the past.

In The Future of CCM: Communications-As-A-Service, Forrester VP and Principal Analyst Craig Le Clair (@CSLeClair) briefly mentions Twilio as an emerging communications solution that provides APIs to support in-app chat, notifications, SMS/text messaging, picture, voice, and video messaging and user authentication.

Forrester VP and Principal Analyst Craig LeClair (@CSLeClair) has a brand new report out, called The Future of CCM: Communications-As-A-Service. The purpose of the report is to shed light on strategic choices for enterprise architects struggling to figure out how Customer Communications Management (CCM) fits in an increasingly cloud-centric, multi-platform digital experience technology landscape.

We’ve been telling you about how INTOUCH® is the first completely new customer communications management (CCM) solution in years, with its exceptionally business-user-friendly UI and UX and its services-based architecture built using containers and microservices. In this article, we present an overview of that architecture.