Share
For years, Conversation Intelligence helped organizations understand what happened in customer interactions. Calls were transcribed, scores were assigned, insights were extracted, and action typically came later.
Today this model is no longer sufficient. Customer experience is now shaped in the moment of interaction. Conversations are no longer just analyzed after the fact; they are becoming the mechanism through which decisions are made and actions are triggered in real time. This shift is now defined as Customer Experience Orchestration (CXO) and was examined by Opus Research in its latest report, 2025 Conversation Intelligence Intelliview: Introducing Conversational Experience Orchestration.
This post explores what CXO is, why it matters now, what the Opus data reveals about where the market stands, and why SESTEK’s approach aligns closely with this emerging model.
From Conversation Intelligence to CXO
Conversation Intelligence (CI) has traditionally focused on analyzing customer interactions across voice and digital channels. It transcribes conversations, identifies intent, surfaces insights, evaluates performance, and supports coaching. In most deployments, CI has functioned as a retrospective capability that is valuable for learning but largely disconnected from real-time decision-making.
Customer Experience Orchestration (CXO) represents a fundamental shift. As defined by Opus Research, CXO is a unified operating model that brings together Conversational AI, Conversation Intelligence, and Agentic Automation into a continuous loop. Rather than treating conversations as just another data source, CXO makes them the central control layer for customer experience by connecting insight directly to decision and execution.
CXO listens to interactions as they happen, understands context and intent, determines the best next action, and executes that action across systems and channels in real time.
In this model, conversations actively steer outcomes. Business metrics such as Customer Satisfaction (CSAT), Net Promoter Score (NPS), First Contact Resolution (FCR), and containment rates are no longer reviewed after the fact; they become continuous optimization targets that guide decisions in real time.
Why CXO Is Emerging Now
The move toward CXO is driven by advances in generative AI, multimodal analytics, and agentic systems capable of acting, not just advising. These advances make it possible to move beyond post-interaction analysis and manage customer interactions as they unfold. In 2024, most Conversation Intelligence platforms focused on insight generation. Over the past year, leading platforms have begun initiating outreach, fulfilling requests, and resolving issues end-to-end by converging conversational data, real-time intelligence, and automation.
This evolution also clarifies the distinction between Customer Experience Automation (CXA) and CXO. CXA focuses on automating customer journeys across channels. CXO takes a conversation-centric view, asking a different question: Given what is happening in this interaction right now, what should happen next, and who or what should execute it?
That distinction matters. Without a strong CXO layer, automation risks operating without sufficient context or visibility into customer intent. With CXO, conversations become the guiding signal for intelligent, governed automation at enterprise scale, while maintaining transparency, control, and regulatory compliance.
What the Opus Research Data Reveals
Opus Research’s 2025 Conversation Intelligence Intelliview: Introducing Conversational Experience Orchestration, aggregates self-reported data from participating technology providers. Beyond adoption metrics, the findings point to a broader shift: Conversation Intelligence is increasingly being used as an execution layer for CXO, not just a measurement tool.
Voice remains the dominant channel, accounting for 68% of deployments. At the same time, adoption is diversifying. Roughly one-third of implementations now include digital or asynchronous channels such as chat and messaging, and 35% leverage real-time agent assistance. This signals a move away from purely retrospective analysis toward in-the-moment guidance, a core requirement for CXO, where decisions must be made while the interaction is still unfolding.
Operational impact is already evident. Providers report an average 32% improvement in First Contact Resolution, a 28% increase in Customer Satisfaction, and a 16% reduction in Average Handle Time. Coaching efficiency improves by 39%, enabling supervisors to focus on targeted development rather than manual review.
Generative AI is accelerating this transition. Adoption is strongest in automated quality assurance and compliance flagging (60%) and enhanced summarization and reporting (55%). Predictive analytics tied to business outcomes reaches 49% of deployments, while 35% already involve AI agents handling customer interactions.
Taken together, these findings reflect more than incremental CI maturity. They highlight the operational foundations of CXO already taking shape, driven by conversations as the trigger point: real-time insight, decision support, and increasingly autonomous action.
SESTEK’s Position Among CXO Leaders
Opus Research’s report profiles nine technology providers that are redefining how enterprises manage customer experience and operational performance. Among them, SESTEK is recognized as a Leader.
Providers were evaluated based on platform capabilities, integrations and workflows, business impact, and future vision. The resulting Intelliview Map places SESTEK in the Leaders quadrant, alongside companies such as Cresta, NiCE, CallMiner, Invoca, and Verint.
SESTEK’s position reflects not only feature depth, but architectural readiness for Customer Experience Orchestration.
Integrated, End-to-End Architecture
The report highlights SESTEK’s Knovvu Platform for its tightly integrated architecture, combining proprietary Automatic Speech Recognition and acoustic analysis with a multi-agent AI framework. Rather than relying on loosely connected components, this architecture allows conversational data, analytics, and automation to operate as a single system.
This integration is critical for CXO, where insight must flow seamlessly into decision logic and execution. By supporting both autonomous AI-driven workflows and human-assisted processes within the same environment, SESTEK enables orchestration without fragmentation.
Managing Performance Across Humans and AI
A key differentiator is SESTEK’s ability to manage performance consistently across human agents and AI agents. As automation expands, many organizations struggle with visibility and governance when responsibilities are shared between people and machines.
SESTEK addresses this challenge through unified performance management, enabling organizations to monitor quality, compliance, and outcomes across all interaction handlers. Combined with strong multilingual and multichannel support, this capability aligns closely with enterprise requirements for scalable, governed CXO deployments.
Architected for the Next Phase of CXO
Opus Research anticipates continued convergence between Conversation Intelligence and agentic automation over the next 18–24 months, with conversations increasingly acting as the steering mechanism for enterprise workflows.
SESTEK’s platform is already designed for this direction. Its multi-agent AI framework, real-time analytics, and orchestration capabilities allow organizations to move beyond insight generation toward continuous, outcome-driven execution, without requiring a fundamental re-architecture of their CX stack.
Looking Ahead
Customer Experience Orchestration marks a shift from understanding conversations to acting on them continuously, intelligently, and at scale. It reframes Conversation Intelligence as an operational layer that connects insight directly to execution, with measurable impact on both customer experience and business performance.
SESTEK’s recognition as a Leader in the Opus Research 2025 Intelliview reflects its readiness for this next phase. For organizations evaluating how to move beyond analysis toward proactive, orchestrated experiences, CXO is no longer a future concept; it is the standard taking shape today.
To learn how SESTEK supports Customer Experience Orchestration in real-world contact center environments, you can connect with our team or request a tailored walkthrough of the Knovvu Platform.
