How to fix disconnected CX with an orchestration layer

“We’re finally consolidating our tools. So why is our CX still breaking?”

Most CX teams have already cut vendors and consolidated platforms, yet customers still get conflicting status updates, agents and self service show different answers, and “do not contact” rules break across teams. The issue isn’t just how many tools you have. It’s that customer impacting decisions live in many places, using different events, identities, and policies.

This session introduces the idea of a CX orchestration layer, which coordinates experiences using customer context, event signals, and decision rules across CRM, marketing, service, billing, and data systems. We’ll keep the focus on principles and patterns leaders can apply in any stack.

What you'll learn:

• How to recognize when decision fragmentation (not just tool sprawl) is driving CX failures
  
• Why consolidation alone rarely fixes duplicated messages and inconsistent outcomes
• The core building blocks of a CX orchestration layer and how it coexists with your current tools
• Resl-world examples of good first journeys and customer moments to improve that show value without a re-platform.
• How to frame a “minimum viable” orchestration layer and where to deploy it first

Speaker

Keith Wilson
Director, Product Management
CSG

Keith drives the product strategy at CSG, where he leads the evolution of CX platforms toward real-time, AI-driven engagement. A former advisor to leading banks, insurers, and retailers, he brings a wealth of experience in shaping transformation at scale. Today, Keith is at the heart of creating LLM-centric and Agentic AI-powered products that redefine omnichannel communication and help enterprises compete in an era of rapid change.

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