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Genesys Xperience - the genesis of a new Genesys?

Rebecca Wettemann Profile picture for user Rebecca Wettemann June 5, 2024
Summary:
Looking at what came out of this year's Xperience event. Spoiler - it's AI-enabled!

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What a difference a year makes. At last year’s Genesys Xperience, the common theme among customers was moving to the cloud – and many didn’t even see AI on the horizon. 

At this year’s Xperience, Genesys laid out a roadmap for the future of AI, and customers were all over it. Genesys’s maturity model for customers laid out the steps for a future of experience orchestration powered by AI in five levels:

  • Menu-based navigation, where most customers are today, where navigation is largely hard coded.
  • Predefined dialog automation, where interactions can be automated based on predefined AI-supported flows.
  • System generated conversation, where intelligent systems can move beyond predefined interactions to more natural conversation.
  • Empathetic experience generation where systems can interact with customers on their own with empathetic experiences.
  • Universal orchestration, where an intelligent virtual conductor manages the interactions of multiple virtual agents and – if needed – humans across multiple channels to optimize CX.

Genesys’s maturity model addresses where customers are today and recognizes that few are ready to let AI interact directly with customers without supervision – yet. It also highlights the difference between automation and orchestration that Genesys wants to define as it seeks to differentiate itself as an experience orchestrator, not just a workflow automator.

From a tech perspective, Genesys is differentiating on its open platform and integration capabilities but also on its AI capabilities and features. Although capabilities like copilots, call summarization, assisted authoring, and next best action are rapidly becoming table stakes for customer relationship management (CRM) and contact center solutions, Genesys is differentiating in some interesting areas including:

  • Empathy detection. Advanced speech and text analytics go beyond just topic identification and sentiment analysis to evaluate empathy across interactions. Mapping customer sentiment against agent empathy throughout the course of a call can help managers and agents understand how they can be more empathetic with specific examples – making coaching more data-driven. It also enables quality managers to understand when a customer will remain unhappy despite the best efforts of the agent to be empathetic – helping ensure that an empathetic agent doesn’t get negatively evaluated for a terminally unhappy customer. Although empathy detection and coaching doesn’t occur in real time in Genesys today, one could imagine the next step being a virtual “whisper in the ear” giving an agent tips on empathy in a specific customer interaction, or words of encouragement when a customer is unhappy or aggressive.
  • Native journey management. Journey Flows and Journey Analyzer are now embedded within Genesys Cloud, enabling customers to visualize customer behavior to identify opportunities for improvement, such as pinpointing areas where new self-service and virtual agent interactions would be helpful, and better understand the root causes of successful – and unsuccessful customer experiences.
  • A new modern user interface (UI) optimized for an AI-supported agent experience. A composable desktop enables individual agents to configure their desktop windows and tabs in the way that works best for them.

Genesys is also differentiating itself from many of its competitors because of its global footprint. Growing both organically and through acquisition has given Genesys the ability to support global rollouts to most geographies, usually only limited by the AWS Cloud footprint, not Genesys boots on the ground. Given ServiceNow’s worldwide customer base, Genesys’s global reach was a crucial factor in the decision to launch the new strategic partnership they recently announced.

My take

As Genesys inches closer to end-of-life for its heritage contact center solutions, it needs to deliver a compelling reason for customers to move to the cloud with Genesys as opposed to one of its competitors. At Xperience, there were a lot of customers there kicking Genesys’s cloud tires – but also many prospects on other on-premise platforms, and customers that had moved from a competitor to Genesys Cloud. With its new UI, ServiceNow partnership, and AI capabilities, Genesys gave them a lot to think about.

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