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A look at Bandwidth’s freshly -released Maestro cloud platform illustrates the benefits of a cloud orchestration layer.

The pace of innovation for customer engagement is rapidly accelerating; the number of technology options has increased as more startups enter the customer engagement market and existing providers expand into new areas, such as agent assist, workforce optimization, or CPaaS.

To stay competitive, CX decision makers routinely opt to switch customer engagement providers or add new ones into their portfolios, but effectively orchestrating apps and call flows between the core contact center, unified communications, and AI platforms can be time-consuming and expensive. What’s more, any platform provider change has a ripple effect on network connectivity, automated workflows, and fraud detection, to name just a few areas affected.

By integrating some or all of these functions throughan independent cloud provider’s ecosystem, companies can decouple select capabilities from their core platforms—giving an enterprise more flexibility to switch or keep providers, workflows, and applications as needed.

In short, this type of architecture shift empowers CX leaders to make decisions based on what makes sense for their organization vs. what a given provider mandates or offers—a vital proposition as the vendors’ roadmaps begin to diverge from company strategy.

Bandwidth announced its Maestro communications platform at Enterprise Connect 2023, and I expect other companies to announce similar capabilities in the coming months.

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Robin Gareiss

Robin Gareiss is CEO and Principal Analyst at Metrigy, where she oversees research product development, conducts primary research, and advises leading enterprises, vendors, and carriers focusing on customer experience and engagement, digital transformation, and contact center.