The contact centre doesn't exist in a vacuum, especially when it's frequently responsible for fielding—and hopefully closing—marketing-driven leads. Orchestration between all the teams and technology involved in driving and converting leads is critical to driving revenue growth. For brands that rely on the contact centre to convert their most valuable leads, it must be connected to the marketing team that drives them so that data and insights can be shared to provide a clear picture of the entire buying journey.
That’s why I am so thrilled that Invoca has been named a Strong Performer in The Forrester Wave™: Conversation Intelligence Solutions For Contact Centers, Q2 2025 report today. Forrester states that "Invoca stands out as the only vendor in this market that supports the full buyer journey", which pretty much nails the value that we provide customers.
There is enough contact centre tech out there to fill an old New York phone book, but Invoca is the only one to fully integrate digital journey insights with the contact centre. It's the only solution that provides the connection marketing, digital experience, the contact centre, and the agents themselves need to enable optimisation at every consumer touchpoint—and we're just getting started.
The AI-Orchestrated Buying Journey Fuels the New Omnichannel
I think the fact that a Forrester Wave that is focused on contact centre solutions even mentions marketing, let alone scores them on their marketing use cases, speaks volumes about the need to connect digital journey data to the contact centre. It tells me that orchestration isn't a new buzzword; it's a business imperative that forward-thinking companies are already embracing.
It's hard to believe that it's been 10 years since "omnichannel" was on top of the marketing buzzword heap. Since then, the meaning of omnichannel marketing has blurred and evolved over the years, but what it comes down to is creating an integrated, seamless, and unified buying experience. It also means you need integrated, seamless, and unified marketing and contact centre technology, data, and teams.
Now, AI has not only turned what encompasses omnichannel on its head but also created new ways and a new imperative to orchestrate the buying journey from click to call to conversion. With the ability to tie together all of the channels and departments responsible for optimising them, customers get the experience they demand, and you see the revenue growth you expect.
But here's where it gets really exciting: agentic and generative AI is the only way that companies will be able to systemically connect the disparate pieces of the buying journey at every level and at scale. The connections are becoming more granular—we're not just talking about connecting marketing across search, social, display, and email anymore. We're getting down to the level where we're connecting the agents who answer the phone to the digital journey data and utilising agentic AI to assist them in creating an ultra-personalised experience for buyers that closes more deals and drives bigger revenue growth.
This shift from reactive analysis to proactive orchestration is fundamental. Traditional conversation intelligence has been about understanding what happened after the fact. The future is about AI that can predict, adapt, and act in real-time to optimise every moment of the customer experience as it unfolds.
The Future of Contact Centre AI Reaches Far Beyond the Call
In our view, the takeaways from the Forrester report validate what we've been building toward: a future where AI doesn't just analyse conversations after they happen, but actively orchestrates every interaction across the entire buying journey. This vision became reality with our recent acquisition of Symbl.ai, which brings powerful agentic AI capabilities that will transform how brands measure, optimise, and act on customer experience data in real-time.
Traditional contact centre AI has been reactive—analysing calls for quality assurance or extracting insights for post-call follow-up. But the future demands something far more ambitious: agentic AI that can understand context across every customer touchpoint, predict the best next action, and automatically execute optimisations that drive revenue growth. With Symbl.ai's advanced conversation understanding and real-time processing capabilities, we're enabling a new era of proactive, intelligent customer experience orchestration.
This is why Forrester's emphasis on the "full buyer journey" resonates so deeply with our vision. The contact centre isn't just where calls get answered—it's the nexus where digital intent meets human connection, where AI insights become revenue reality, and where every conversation becomes an opportunity to optimise the entire customer experience. As we integrate Symbl.ai's agentic capabilities with our proven marketing optimisation expertise, we're not just connecting the dots between digital and voice—we're creating an intelligent system that learns, adapts, and acts on behalf of brands to deliver the seamless, revenue-driving experiences customers expect.
The future of contact centre AI isn't just about better call monitoring or smarter quality scores. It's about unleashing the full potential of conversational data to orchestrate buying journeys that feel effortless to customers and deliver measurable ROI to businesses. And at Invoca, that future is already here.
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* Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. For more information, read about Forrester’s objectivity here .
