{"id":70066,"date":"2025-04-29T20:54:57","date_gmt":"2025-04-29T19:54:57","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=70066"},"modified":"2025-10-19T09:59:45","modified_gmt":"2025-10-19T08:59:45","slug":"the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/","title":{"rendered":"The New Microsoft Teams Unify Contact Center Integration Model: An Analysis"},"content":{"rendered":"

Last week, Microsoft announced a new model for contact center providers to integrate with Microsoft Teams.<\/p>\n

It is the third and most advanced integration model that Microsoft has brought to market.<\/p>\n

Named “Unify”, it allows contact centers to leverage Azure Communications Services (ACS) \u2013 Microsoft’s CPaaS platform \u2013 to build their own contact center solutions inside of Microsoft Teams.<\/p>\n

Alternatively, providers can embed ACS within a third-party client.<\/p>\n

ACS underpins Microsoft Teams, providing chat, video, voice, recording, and AI APIs.<\/p>\n

As such, the vendors that build solutions via the Unify model will establish one common communications layer that runs across their CCaaS and UCaaS offerings.<\/p>\n

Sharing more, Tom Arbuthnot, Co-Founder of Empowering.Cloud<\/strong>, told CX Today:<\/p>\n

The tight and easier integration to Teams should bring some benefits, including better options for AI integration, but it also brings a new consumption-based cost model for the ACS service usage.<\/p><\/blockquote>\n

Arbuthnot also noted that “Unify” is the same integration model Microsoft teased more than three years ago; only then it was billed as “Power”.<\/p>\n

However, while the tech giant may have changed the name, it functions in the same way as Microsoft first touted.<\/p>\n

How Does Unify Differ from Existing Teams Contact Center Integrations?<\/h2>\n

As of April 2025, Microsoft has certified 33 Teams contact center integrations from 29 vendors.<\/p>\n

These integrations follow the existing \u201cConnect\u201d and \u201cExtend\u201d models.<\/p>\n

Only Anywhere365, ComputerTalk, Enghouse Systems, and Sikom offer both.<\/p>\n

Here\u2019s a quick rundown of how they work, which helps to frame what makes Unify stand out.<\/p>\n

Model #1 – Connect<\/h3>\n

Connect is the most basic integration model. It allows businesses to integrate with Teams via a session border controller (SBC).<\/p>\n

Essentially, this means that the contact center provider routes calls outside of Teams and passes those onto the UCaaS platform as an end-point.<\/p>\n

The prominent CCaaS providers Cisco, Five9, Genesys, and NICE all offer this type of integration.<\/p>\n

Model #2 – Extend<\/h3>\n

Extend leverages Microsoft\u2019s Graph API, allowing businesses to manage Teams calls inside a tenant.<\/p>\n

As such, contact centers can create apps that appear directly in the Teams interface, with native reporting. It also removes the need for SBCs and direct routing.<\/p>\n

Moreover, as the media stream is in Teams, Microsoft can ensure encryption, quality, and security.<\/p>\n

Model #3 – Unify<\/h3>\n

Unify brings the same benefits of the media stream and native reporting as Extend.<\/p>\n

However, it enables native Teams connectivity, removing the need for SIP and Calling Plans.<\/p>\n

Additionally, with Unify, organizations aren\u2019t limited to the Teams UI only.<\/p>\n

Indeed, providers can create a Teams UI for informal agents and external subject matter experts (SMEs). Meanwhile, they may offer a dedicated agent interface for formal reps.<\/p>\n

That dedicated interface could include rich agent controls and enable more native AI features. Some providers may even enable embedded third-party apps.<\/p>\n

Despite the different UIs, the system enables a cohesive contact center offering.<\/p>\n

Unsurprisingly, no Unify contact center integrations have yet to be certified. However, early candidates for accreditation include AudioCodes, Landis Technologies, and Luware \u2013 amongst many other possibilities.<\/p>\n

A Move Hot on the Heels of Microsoft Teams Phone Extensibility<\/h2>\n

The announcement of Unify comes shortly after the launch of Microsoft Teams Phone extensibility<\/a>, as unveiled at Enterprise Connect 2025.<\/p>\n

According to Arbuthnot, that\u2019s no coincidence. He said:<\/p>\n

Unify… relies on “Teams Phone extensibility”, the name for the technology that ISVs (independent software vendors) and Dynamics 365 Contact Center will use to integrate to Teams.<\/p><\/blockquote>\n

With this, end-users may benefit from a single telephony solution available globally, which allows them to standardize voice communications across locations.<\/p>\n

Moreover, with ACS on the back end of Unify contact centers, brands may standardize digital conversations and streamline their communications billing.<\/p>\n

Meanwhile, by bringing communications together, Unify can help organizations reduce their management burden and deliver a smoother user experience.<\/p>\n

Where Does Unify Fit Within Microsoft’s Broader Contact Center Portfolio?<\/h2>\n

Microsoft is making a beeline for the contact center market, making two major moves over the past 12 months.<\/p>\n

First, it released the Dynamics 365 Contact Center<\/a>, a fully-fledged CCaaS platform for midmarket and large enterprises.<\/p>\n

It\u2019s building the solution out quickly, too, recently announcing native AI agents, which go far beyond customer contact automation.<\/p>\n

Shortly after, the tech juggernaut announced its Queues App<\/a> targeting SMBs, allowing them to manage and respond to inbound and outbound calls through Teams.<\/p>\n

Since then, Microsoft has even introduced a live chat for customer service widgets<\/a> to further cater to these smaller businesses.<\/p>\n

Yet, some organizations want a more complete solution without all the bells and whistles of a fully-fledged enterprise platform.<\/p>\n

According to Liz Miller, VP & Principal Analyst at Constellation Research, <\/strong>these businesses often go underserved in the contact center space. She told CX Today:<\/p>\n

What\u2019s getting missed is the mid-market: fast-moving organizations that aren\u2019t small but don\u2019t have massive contact centers either. They\u2019re in a weird in-between space, but it\u2019s still a multi-trillion dollar market.<\/p><\/blockquote>\n

The Teams Contact Centers enabled via this integration program fit that bill, which is perhaps why \u2013 after all these years \u2013 Microsoft has pushed through its Unify model.<\/p>\n

For more thoughts on the latest Microsoft Teams Contact Center integration from Miller and several other prominent industry analysts, watch out for CX Today\u2019s upcoming Big News Show. <\/em><\/p>\n

Don\u2019t want to miss it? Subscribe to the CX Today newsletter.<\/a> <\/strong><\/em><\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Last week, Microsoft announced a new model for contact center providers to integrate with Microsoft Teams. It is the third and most advanced integration model that Microsoft has brought to market. Named “Unify”, it allows contact centers to leverage Azure Communications Services (ACS) \u2013 Microsoft’s CPaaS platform \u2013 to build their own contact center solutions […]<\/p>\n","protected":false},"author":4063,"featured_media":70069,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11850,62064],"class_list":["post-70066","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center","category-service-management-connectivity","tag-agentic-ai","tag-ai-agents","tag-ccaas","tag-microsoft-teams","tag-ucaas","brands_to_track-microsoft","brands_to_track-microsoft-acs","editorial_type-feature","intent-discovery","target_audience-industry-professional"],"acf":[],"yoast_head":"\nThe New Microsoft Teams Unify Contact Center Integration Model: An Analysis - CX Today<\/title>\n<meta name=\"description\" content=\"CX Today covers Contact Center & Omnichannel\u200b news including Agentic AI, AI Agents, CCaaS, Microsoft Teams, UCaaS and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The New Microsoft Teams Unify Contact Center Integration Model: An Analysis\" \/>\n<meta property=\"og:description\" content=\"CX Today covers Contact Center & Omnichannel\u200b news including Agentic AI, AI Agents, CCaaS, Microsoft Teams, UCaaS and more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/\" \/>\n<meta property=\"og:site_name\" content=\"CX Today\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CXTodayNews\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-29T19:54:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-19T08:59:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/04\/unity-circle-850.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"425\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Charlie Mitchell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:site\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Charlie Mitchell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/\"},\"author\":{\"name\":\"Charlie Mitchell\",\"@id\":\"https:\/\/www.cxtoday.com\/#\/schema\/person\/4deb7a9ecd0b93d7461a492a1b54b8b9\"},\"headline\":\"The New Microsoft Teams Unify Contact Center Integration Model: An Analysis\",\"datePublished\":\"2025-04-29T19:54:57+00:00\",\"dateModified\":\"2025-10-19T08:59:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/\"},\"wordCount\":895,\"publisher\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/04\/unity-circle-850.jpg\",\"keywords\":[\"Agentic AI\",\"AI Agents\",\"CCaaS\",\"Microsoft Teams\",\"UCaaS\"],\"articleSection\":[\"Contact Center & Omnichannel\u200b\",\"Service Management & Connectivity\"],\"inLanguage\":\"en-GB\",\"copyrightYear\":\"2025\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/\",\"url\":\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/\",\"name\":\"The New Microsoft Teams Unify Contact Center Integration Model: An Analysis - CX Today\",\"isPartOf\":{\"@id\":\"https:\/\/www.cxtoday.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/04\/unity-circle-850.jpg\",\"datePublished\":\"2025-04-29T19:54:57+00:00\",\"dateModified\":\"2025-10-19T08:59:45+00:00\",\"description\":\"CX Today covers Contact Center & Omnichannel\u200b news including Agentic AI, AI Agents, CCaaS, Microsoft Teams, UCaaS and more.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#primaryimage\",\"url\":\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/04\/unity-circle-850.jpg\",\"contentUrl\":\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/04\/unity-circle-850.jpg\",\"width\":850,\"height\":425,\"caption\":\"The New Microsoft Teams Unify Contact Center Integration Model: An Analysis\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.cxtoday.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Contact Center & Omnichannel\u200b\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.cxtoday.com\/#website\",\"url\":\"https:\/\/www.cxtoday.com\/\",\"name\":\"CX Today\",\"description\":\"Customer Experience Technology News\",\"publisher\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.cxtoday.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.cxtoday.com\/#organization\",\"name\":\"CX Today\",\"url\":\"https:\/\/www.cxtoday.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.cxtoday.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2022\/03\/CX_Today_FullLogo.png\",\"contentUrl\":\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2022\/03\/CX_Today_FullLogo.png\",\"width\":2606,\"height\":1154,\"caption\":\"CX Today\"},\"image\":{\"@id\":\"https:\/\/www.cxtoday.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/CXTodayNews\/\",\"https:\/\/x.com\/cxtodaynews\",\"https:\/\/www.linkedin.com\/company\/69192959\/\",\"https:\/\/www.youtube.com\/channel\/UCZSpkvnZtjGc7UAP1r-MRoA\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.cxtoday.com\/#\/schema\/person\/4deb7a9ecd0b93d7461a492a1b54b8b9\",\"name\":\"Charlie Mitchell\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.cxtoday.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/7139362ec21f711b1aa0300faf312a167a42ac97b312b0385523913782254ea5?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/7139362ec21f711b1aa0300faf312a167a42ac97b312b0385523913782254ea5?s=96&d=mm&r=g\",\"caption\":\"Charlie Mitchell\"},\"description\":\"Charlie Mitchell is an award-winning journalist specializing in tech, customer experience, and contact centers. As Features Editor at his previous publisher, he led its editorial strategy, doubled its traffic, and earned recognition as a winner at the 2020 AOP Digital Publishing Awards. Then, as an independent copywriter, he crafted content for several prominent players in enterprise communications. Until October 2025, he was Head of Publication at CX Today.\u00a0\",\"url\":\"https:\/\/www.cxtoday.com\/author\/charlie-mitchell\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The New Microsoft Teams Unify Contact Center Integration Model: An Analysis - CX Today","description":"CX Today covers Contact Center & Omnichannel\u200b news including Agentic AI, AI Agents, CCaaS, Microsoft Teams, UCaaS and more.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/","og_locale":"en_GB","og_type":"article","og_title":"The New Microsoft Teams Unify Contact Center Integration Model: An Analysis","og_description":"CX Today covers Contact Center & Omnichannel\u200b news including Agentic AI, AI Agents, CCaaS, Microsoft Teams, UCaaS and more.","og_url":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/","og_site_name":"CX Today","article_publisher":"https:\/\/www.facebook.com\/CXTodayNews\/","article_published_time":"2025-04-29T19:54:57+00:00","article_modified_time":"2025-10-19T08:59:45+00:00","og_image":[{"width":850,"height":425,"url":"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/04\/unity-circle-850.jpg","type":"image\/jpeg"}],"author":"Charlie Mitchell","twitter_card":"summary_large_image","twitter_creator":"@cxtodaynews","twitter_site":"@cxtodaynews","twitter_misc":{"Written by":"Charlie Mitchell","Estimated reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#article","isPartOf":{"@id":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/"},"author":{"name":"Charlie Mitchell","@id":"https:\/\/www.cxtoday.com\/#\/schema\/person\/4deb7a9ecd0b93d7461a492a1b54b8b9"},"headline":"The New Microsoft Teams Unify Contact Center Integration Model: An Analysis","datePublished":"2025-04-29T19:54:57+00:00","dateModified":"2025-10-19T08:59:45+00:00","mainEntityOfPage":{"@id":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/"},"wordCount":895,"publisher":{"@id":"https:\/\/www.cxtoday.com\/#organization"},"image":{"@id":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#primaryimage"},"thumbnailUrl":"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/04\/unity-circle-850.jpg","keywords":["Agentic AI","AI Agents","CCaaS","Microsoft Teams","UCaaS"],"articleSection":["Contact Center & Omnichannel\u200b","Service Management & Connectivity"],"inLanguage":"en-GB","copyrightYear":"2025","copyrightHolder":{"@id":"https:\/\/www.cxtoday.com\/#organization"}},{"@type":"WebPage","@id":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/","url":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/","name":"The New Microsoft Teams Unify Contact Center Integration Model: An Analysis - CX Today","isPartOf":{"@id":"https:\/\/www.cxtoday.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#primaryimage"},"image":{"@id":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#primaryimage"},"thumbnailUrl":"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/04\/unity-circle-850.jpg","datePublished":"2025-04-29T19:54:57+00:00","dateModified":"2025-10-19T08:59:45+00:00","description":"CX Today covers Contact Center & Omnichannel\u200b news including Agentic AI, AI Agents, CCaaS, Microsoft Teams, UCaaS and more.","breadcrumb":{"@id":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#primaryimage","url":"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/04\/unity-circle-850.jpg","contentUrl":"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/04\/unity-circle-850.jpg","width":850,"height":425,"caption":"The New Microsoft Teams Unify Contact Center Integration Model: An Analysis"},{"@type":"BreadcrumbList","@id":"https:\/\/www.cxtoday.com\/contact-center\/the-new-microsoft-teams-unify-contact-center-integration-model-an-analysis\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.cxtoday.com\/"},{"@type":"ListItem","position":2,"name":"Contact Center & Omnichannel\u200b"}]},{"@type":"WebSite","@id":"https:\/\/www.cxtoday.com\/#website","url":"https:\/\/www.cxtoday.com\/","name":"CX Today","description":"Customer Experience Technology News","publisher":{"@id":"https:\/\/www.cxtoday.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.cxtoday.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.cxtoday.com\/#organization","name":"CX Today","url":"https:\/\/www.cxtoday.com\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.cxtoday.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2022\/03\/CX_Today_FullLogo.png","contentUrl":"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2022\/03\/CX_Today_FullLogo.png","width":2606,"height":1154,"caption":"CX Today"},"image":{"@id":"https:\/\/www.cxtoday.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/CXTodayNews\/","https:\/\/x.com\/cxtodaynews","https:\/\/www.linkedin.com\/company\/69192959\/","https:\/\/www.youtube.com\/channel\/UCZSpkvnZtjGc7UAP1r-MRoA"]},{"@type":"Person","@id":"https:\/\/www.cxtoday.com\/#\/schema\/person\/4deb7a9ecd0b93d7461a492a1b54b8b9","name":"Charlie Mitchell","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.cxtoday.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/7139362ec21f711b1aa0300faf312a167a42ac97b312b0385523913782254ea5?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/7139362ec21f711b1aa0300faf312a167a42ac97b312b0385523913782254ea5?s=96&d=mm&r=g","caption":"Charlie Mitchell"},"description":"Charlie Mitchell is an award-winning journalist specializing in tech, customer experience, and contact centers. As Features Editor at his previous publisher, he led its editorial strategy, doubled its traffic, and earned recognition as a winner at the 2020 AOP Digital Publishing Awards. Then, as an independent copywriter, he crafted content for several prominent players in enterprise communications. Until October 2025, he was Head of Publication at CX Today.\u00a0","url":"https:\/\/www.cxtoday.com\/author\/charlie-mitchell\/"}]}},"_links":{"self":[{"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/posts\/70066","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/users\/4063"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/comments?post=70066"}],"version-history":[{"count":4,"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/posts\/70066\/revisions"}],"predecessor-version":[{"id":70129,"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/posts\/70066\/revisions\/70129"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/media\/70069"}],"wp:attachment":[{"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/media?parent=70066"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cxtoday.com\/wp-json\/wp\/v2\/categories?post=70066"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}