How to fix disconnected CX with an orchestration layer

05/05/2026
By:

Keith Wilson
CSG
Director, Product Management

James Cuthbertson
Relative Insight
CRO

Adrian Swinscoe
Punk CX
Author, Workshop Leader & Keynote Speaker

Tags:

Artificial Intelligence in CX

"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
Real-world examples of customer journey improvements that show value without a re-platform.
How to frame a "minimum viable" orchestration layer and where to deploy it first