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As engagement specialists, we all tend to focus on our own particular tech stack, but the reality is that most large enterprises have evolved multiple — often overlapping — stacks across the customer experience spectrum: for Marketing, Sales, Service & Support, Advertising, and Web/DX.
There are many things for the enterprise to address here, but we think it starts by moving key services lower in your stack. This allows for proper architectural separation of concerns and sharing capabilities and assets across existing and future channels.
A truly omnichannel stack isolates a set of what Real Story Group labels "Enterprise Foundation Services." These are capabilities you that you abstract away from individual engagement platforms and delivery channels, to make available across the enterprise.
Note this is a reference model, and when advising individual enterprise stack owners we typically modify it to unique circumstances. And of course the model is aspirational...it provides directional guidance on a target state.