Jon AlperinJune 10, 2019

CX Monitoring: Mind The Gap

Across industries and regions, organizations of all shapes and sizes are recognizing the competitive advantage of superior customer experience (CX), and the value that resides not only in what a company delivers for its customers, but in how it delivers those products and services.

According to Forrester, CX leaders grow revenue faster, with a 17% compound average revenue growth rate vs. 3% over CX laggards. But CX is only as good as the consistency provided across and within the channels offered to the customer.

Common CX gaps can include peak time capacity limits that result in dropped calls, self-service IVR menu changes that no longer lead where expected, or simply requiring customers to repeat their issue at every channel or handoff point.

As companies add digital channels to the mix, especially when they are being driven independently by specific lines of business, it’s easy to introduce disparate variations. Chatbots can ask customers if they need “assistance”, while older IVR menus ask callers to “press one for support,” and the website says to email

And once you have a proliferation of channels, it becomes more complex to ensure CX consistency. Introduction of new products or services requires coordinated plans that encompass web, chat, self-service, and agent script updates across the board.

I’m sure customers often wonder if they are even interacting with the same company at times.


Traditional customer experience monitoring solutions passively use probes in your environment to gather statistics and provide a high-level overview of how your systems are operating. 

What they don’t do is give insight from a customers’ perspective as to the experience itself. 

Active CX monitoring, in contrast, allows you to be a participant in your CX delivery system, rather than a passive observer. This allows you to experience specific customer journeys just like your customer does.

Active monitoring follows the exact journey that a customer takes – e.g. calling into an IVR, selecting specific paths, and completing a transaction or transitioning to a live agent. This allows you to gauge the quality of the interaction through the entirety of a specific journey, whether it is voice, web chat, SMS, email or a combination thereof.

By actively using these channels, you’re evaluating the system in the same way a customer would. This allows you to exercise specific customer journey paths proactively, ensuring that everything is consistent and continues to work holistically.

Passive systems can only report on pathways that are exercised directly by the customer, which makes it difficult to assess planned, future changes or look for breakages that may have been introduced upstream, such as an IVR routing change that directs a caller to an incorrect agent queue. With active monitoring, you get detailed information about an individual interaction.


Customer experience monitoring provides insight from the customer’s point-of-view, assessing interaction quality and rating, and even allowing for comparison between customer and agent experiences.

Cyara is an Avaya DevConnect Technology Partner that simulates real world customer interactions and engages with your CX applications to ensure journeys happen exactly as you design them. By authoring test cases, Cyara generates synthetic interactions that replicate real-world customer interactions.

This enables Cyara to deliver real-time insight, identifying the location of issues and troubleshooting problems across your customer journeys, whether by inbound or outbound calls, web interactions, emails, chats, or SMS into your contact center.

If the interactions exceed the maximum pre-defined time thresholds or result in a failed test case, you are alerted with details of the specific failure. Cyara ensures all channels and connections to backend systems like customer databases respond to input in a timely manner and that business rules around things like time of day or agent routing work as intended.

To learn more about Cyara and interoperability with Avaya solutions, go to the Avaya DevConnect Marketplace.


Jon Alperin

Jon Alperin leads the Avaya DevConnect program—Avaya's global developer and technology partner program—leveraging a background as an application developer, solution architect, and product manager for the telecom and high-tech industries. Since joining Avaya in 2001, he has also supported the company with roles in corporate strategy, marketing and alliance development.

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