Avaya Aims to Solidify Leadership in CX with Acquisition of Edify - SIIT

Avaya, a global leader in customer experience and communications solutions, has acquired Edify, a company specializing in AI-powered customer journey orchestration and workflow capabilities. This strategic acquisition aims to further strengthen Avaya’s position as a leader in customer experience solutions and demonstrates its commitment to continuous innovation in the market.

The integration of Edify’s advanced orchestration capabilities into Avaya’s Experience Platform (AXP) will enable the company to deliver personalized customer experiences through task automation, journey orchestration, and out-of-the-box CRM connectors. This move will allow Avaya to offer its customers enhanced solutions that cater to their unique needs and preferences. Avaya CEO Alan Masarek emphasized the company’s focus on investing in technology, talent, and experience to maintain its market momentum. He also highlighted the addition of world-class customer experience talent to Avaya’s engineering, product, and customer-facing teams as a result of the acquisition. This acquisition not only reinforces Avaya’s dedication to staying at the forefront of the customer experience solutions market but also demonstrates its commitment to providing innovative and cutting-edge technology to its customers.

Tony Lama, CEO of Edify, expressed his excitement about joining Avaya, stating that the acquisition allows Edify to continue breaking down communication barriers in and beyond traditional contact centers on a larger scale. Lama also noted that the integration aligns with Avaya’s strategy of advancing innovation without disruption. The incorporation of Edify’s no-code orchestration engine into Avaya’s Experience Platform (AXP) empowers businesses to create and deploy custom workflows that bridge the gap between companies and their customers. This results in more accessible and seamless enterprise customer experiences akin to personal interactions.

As personalized experiences become crucial for businesses, the ability to design such experiences without extensive IT involvement or external resources is invaluable. Edify’s workflows enable users to deliver fully automated and assisted customer journeys with ease, providing a smooth and efficient process for both customers and businesses. In addition to its core features, the Edify platform offers open APIs for easy integration with technology partner solutions and out-of-the-box CRM connections. The platform also includes AI-powered capabilities such as Natural Language Understanding (NLU) and sentiment analysis, allowing businesses to gain deeper insights into customer interactions and preferences. In conclusion, the integration of Edify’s innovative solutions into Avaya’s offerings will enhance Avaya’s ability to deliver exceptional customer experiences and maintain its position as a leader in the customer experience solutions market.

Industry expert Sheila McGee-Smith, president, and principal analyst at McGee-Smith Analytics, commented on Avaya’s acquisition of Edify, stating that it accelerates the company’s ability to bring new workflow orchestration innovation and native AI capabilities to its customers. McGee-Smith highlighted that Edify’s modern microservices architecture will allow Avaya to quickly integrate it as a native component of the Avaya Experience Platform (AXP). This integration will enable Avaya to deliver innovation at the speed required by customer experience decision-makers.

Overall, the acquisition of Edify by Avaya is seen as a strategic move that further strengthens the company’s position as a leader in customer experience solutions. By incorporating Edify’s advanced AI-powered customer journey orchestration and workflow capabilities into its platform, Avaya is better equipped to meet the growing demands of enterprises seeking to enhance their customer experiences.