Too many businesses are still focusing on solely upgrading telephony-first contact centres when trying to transform CX, according to a new Playbook from global research and advisory company Ecosystm and Verint® (Nasdaq: VRNT), The Customer Engagement Company®.

The ‘Transforming Experiences to Win in the New CX Era’ interactive Playbook reveals that in Asia Pacific, contact centres continue to struggle with orchestrating channels seamlessly. Customers now initiate 70% of interactions through asynchronous tools and social media apps, rather than calling into a contact centre. Genuine CX transformation needs to go beyond a telephony-focused cloud contact centre solution to embrace an Open CX approach.