Systems of Execution (SoE) in Customer Experience (CX): Omnichannel Customer Support Transformation

Enterprises struggle with delivering seamless, real-time customer support as the limitations of legacy systems do not meet customers’ rising expectations. Traditional Systems of Record (SoR), such as CRMs, and Systems of Engagement (SoE), such as chatbots and IVRs, operate in silos, rely heavily on manual resolution, and lack the intelligence to act on live customer signals. This system limitation results in fragmented omnichannel experiences, high operational costs, and diminished customer satisfaction.

This report introduces Systems of Action (SoA) as the next strategic evolution in Customer Experience (CX). SoA combine real-time data, agentic AI, and autonomous orchestration to proactively detect customer intent, decide optimal next actions, and execute resolutions across digital and human touchpoints. This Viewpoint shows real-world SoA deployments that transform contact centers from reactive service hubs into intelligent, outcome-driven engines. It provides CIOs with a clear roadmap for SoA implementation, including a readiness framework, key metrics for success, and strategies to close capability gaps across data, talent, and technology.