• Login
  • Status
  • Support
  • Partners
  • Pricing
  • Careers
  • ENLanguages
    • English
    • Deutsch
    • Français
    • 日本
    • 简体中文
    • العربية
    • 한국
    • Español
Customer Experience (CX) AI Platform
  • Customer Experience (CX) AI Platform×
  • Platform

      CXone Mpower Platform

      • Platform Overview

        Complete AI platform for customer service automation

      • Enlighten AI

        Powering smarter CX with AI-driven insights and automation.

      • Cloud Architecture

        Innovative cloud-native foundation to rapidly scale extraordinary CX

      • Dashboards & Reporting

        Gain a full operational picture of your contact center, with enhanced visualization of real-time and historical insights

      • Integrations

        Seamlessly connect your business systems with our platform

      • Trust & Compliance

        Securing your trust with every interaction

      Discover the full value of AI in customer service

      Understand the benefits and cost savings you can achieve by embracing AI, from automation to augmentation.

      Calculate your savings

    • Products
      • Explore all Products

      • Capabilities

      • Interaction Orchestration

        Interaction Orchestration

        Orchestrate all interactions and workflows across every customer service touchpoint.

        Learn more

        • Omnichannel Routing

          Reduce wait times and boost conversions with smart customer-agent matching.

        • Proactive Engagement

          Generate more revenue, minimize hang-ups, and proactively connect to reduce friction.

        • AI Orchestrator

          Unify and optimize every customer service workflow from intent to fulfillment.

      • Workforce Augmentation

        Workforce Augmentation

        Amplify team performance with specialized AI copilots for every role.

        Learn more

        • Specialized AI Copilots

          Elevate human performance with specialized AI copilots for every role.

        • Workforce Engagement Management

          Elevate employees, adapt to flexible work, and meet expectations - without compromise.

        • Automated Agent Notetaking

          Instantly summarize interactions - accelerating resolution times and agent efficiency.

        • Voice of the Customer

          Unlock customer insights to enhance experiences, drive loyalty, and boost business growth.

        • Interaction Analytics

          Gain AI-powered insights from 100% of interactions to drive continuous improvement.

      • Service Automation

        Service Automation

        Automated customer self-service solutions increasing retention rates.

        View Products

        • Intelligent Virtual Agent

          Boost self-service satisfaction and conversion with conversational AI agents.

        • Experience Optimization (XO)

          Synthesize real customer conversations to identify your top automation opportunities.

        • Proactive AI Agent

          Keep customers engaged in conversation from onboarding to installation, service, and retention.

        • Knowledge Management

          Activate AI-powered enterprise knowledge to increase self-resolution rates and loyalty.


      • Solutions

      • By Industry

        By Industry

        • BPO

          Business Process Outsourcers

        • Financial Services

          Customer experiences that count

        • Government

          Elevate citizen trust

        • Healthcare

          Healthy patient experiences

        • Insurance

          Secure policyholder experiences

        • Retail

          Delight customers where they shop

        • Telecom

          CX for Telecommunications

        • Travel & Hospitality

          Boost traveler and guest loyalty

        Discover the full value of AI in customer service

        Understand the benefits and cost savings you can achieve by embracing AI, from automation to augmentation.

        Calculate your savings

      • By Business Initiative

        By Business Initiative

        • Grow Revenue

          Boost conversions and win rates to accelerate growth

        • Engage & Empower Employees

          Create a workplace of truly engaged employees

        • Boost Customer Loyalty

          Improve customer loyalty on interactions across the journey

        • Drive Digital Transformation

          Integrate digital technology at the center of CX

        • Small and Medium Business

          Drive growth and boost revenue with smarter, cost-effective customer service built for SMBs.

        • Call Center Software

          Empower agents to provide better experiences

        • Increase Operational Efficiency

          Leverage AI and automation to increase agent retention

        • Move to the Cloud

          Elevate experiences by moving operations to the cloud

        • Improve Compliance

          Protect your consumers with pre-built compliance solutions

        • Proactive Customer Engagement

          Elevate customer satisfaction with proactive conversational AI

      • Integrations & Custom Solutions

        Integrations & Custom Solutions

        • CXexchange Marketplace

          Discover partner solutions to extend capabilities on our platform

        • Pre-Built Integrations

          Seamlessly connect your business systems with our platform

        • Developer Tools & APIs

          Endless customization options with RESTful APIs and robust SDKs

        • Partner Ecosystem

          Embark on a journey of shared success and collaboration

        91% of customers recommend NiCE as a preferred CCaaS vendor

        Gartner® named NiCE the only Customers’ Choice CCaaS vendor in its 2024 Peer Insights™ “Voice of the Customer for Contact Center as a Service” report.

        Get report


      • View All Products
    • Services
      • Explore all Services

      Professional Services

      • Professional Services

        Industry-leading expertise, tools and know-how

      • Implementation Partners

        NICE-certified implementation partners

      • Business Consulting

        Your partner for successful transformation

      Training

      • Contact Center Training

        Tailored education delivered by CX experts

      Support & Assistance

      • Customer Support

        Global support you can depend on

      Make the smartest buying decision with the latest Gartner analysis

      NiCE has been named a Gartner® Magic Quadrant™ Leader for Contact Center as a Service for the 10th consecutive year and is positioned furthest on Completeness of Vision.

      Get report

    • Resources

        Knowledge Base

        • All Resources

          Whitepapers, datasheets, demos and more

        • Analyst Perspectives

          Contact center reports from third party analysis

        • Terms Glossary

          Detailed descriptions of industry-related terms

        • FAQs

          Contact center focused frequently asked questions

        • Guides

          Expert insights for superior CX

        Learning & Insights

        • On-Demand Webinars

          Browse our extensive webinar catalog

        • Interactive Product Tours

          Explore the complete platform with our self-guided demos

        • Blog

          CX industry guidance by contact center experts

        • Why NiCE? Video Series

          Step Inside The Room Where It Happened to see CX AI in action

        • NiCE & Simple: Video Demo Series

          Brilliant, bite-sized videos from our top product pros

        Community

        • Events

          Upcoming events and webinars

        • Customer Stories

          Our customer's success is paramount. Read case studies about real CX transformation

        • NiCE Clubs

          Collaborate, learn, and share best practices for customer service excellence

        Join us at the Largest CX Event of the Year!

        Registration is open! Interactions 2025: June 16-18, 2025. Aria Hotel, Las Vegas

        Register now

      • Company

          Company

          • About Us

            Powering seamless cloud experiences

          • Investors

            Investors relations, reports and filings

          • Global Offices

            Interactive map of locations worldwide

          • Careers

            View job openings and learn about our culture

          • NiCE Leadership

            Meet our global leadership and executive team

          News & Media

          • Events

            Upcoming events and webinars

          • Press Releases

            Find the latest updates from NiCE

          • Media Center

            Media contacts and resources

          Corporate Governance

          • NiCE Trust Center

            Securing your trust with every interaction

          • Market Leadership

            Discover why NiCE is the market leader

          • Corporate Responsibility

            In a world where you can be anything, be NiCE

          Join us at the Largest CX Event of the Year!

          Registration is open! Interactions 2025: June 16-18, 2025. Aria Hotel, Las Vegas

          Register now

          • ENLanguages
            • English
            • Deutsch
            • Français
            • 日本
            • 简体中文
            • العربية
            • 한국
            • Español
          • Get Started
            • Login
            • Status
            • Support
            • Partners
            • Pricing
            • Careers

          Company

          • About Us
          • Careers
          • Global Leadership
          • Media Center
          • Investors
          • Awards
          • Global Office Locations
          • Contact Us
          • CCaaS
          • Customer Experience
          • NiCE Public Safety
          • NiCE Actimize
          • NiCE RPA

          Partners

          • NiCE Partners Overview
          • Developer Partners (DEVone)
          • CXone Mpower Partner Portal
          • NiCE Help Partner Portal
          • NiCE User Group

          Customer Support

          • Customer Support Overview
          • CXone Mpower Support Login
          • NiCE Customer Support
          © 2025 NiCE
          • Terms of Use
          • Site Map
          • Privacy Policy
          • Legal
          • Cookies Settings
          • Accessibility

          Stay Connected

          © 2025 NiCE
          Make Experiences Flow – NiCE’s Branding and the CXi Vision

          Make Experiences Flow – NiCE’s Branding and the CXi Vision

          by Jon Arnold
          September 7, 2022
          Share

          There’s a lot to like about NiCE’s latest branding effort, which was rolled out in January of this year. They’ve done a great job, showing a new look, with a new message and a new attitude about a space that is in urgent need of re-defining.

          Wearing my marketing hat, it’s great to see playful fun coming from a tech company, but what these visuals are really saying is that there are many ways to put a smile on your face, and ultimately, that’s the business NiCE is in.

          Is it just a matter of making a happy face, with squares for eyes and a swooshy curve for a smile? Yes, actually, it is that simple—and that’s the point—but a lot goes into what’s behind this new look, and how it reflects what contact centers really need in 2022. There will be no smiles on anybody’s faces for businesses that stick with the status quo for legacy-based contact center platforms—not for customers, not for agents and not for supervisors.

          NICE’s fundamental marketing challenge

          The challenge with any service business or software company like NiCE is the lack of a physical product to hang your branding on. Most vendors in the “contact center” space have only recently evolved from being hardware-based—where there is a physical product you can see and touch—to software and cloud, where it’s all about experiences and outcomes. 

          NiCE has emerged as a leader in the contact center space, but not just because their offerings provide better experiences that put smiles on the faces of customers. That’s what contact center vendors have been doing—or trying to do—for decades, but with cloud and digital transformation impacting the entire customer experience (CX) value chain, contact centers need more from the vendors. They must also put smiles on the faces of agents and supervisors, and that’s fundamental to NiCE’s thinking, and their new branding messaging.

          To make customer experiences truly “flow”—as per their new branding—NiCE has brought a different vision to market, under the moniker of CXi. Rather than offer a new “product”—as in a CCaaS platform—they’re offering a more modern approach to the issues that contact centers struggle with. They don’t just need better technology; they need a better framework that works from the outside-in, where the objective is to create better customer experiences.

          This stands in direct contrast to the conventional, inside-out framework, where the objective is to optimize operational performance and agent efficiency. CXi can certainly address these needs, but being cloud-native and heavily AI-driven, this framework is primarily built to drive better CX.

          While these aspirations should resonate with all contact center leaders, they are essentially intangible, and that’s the marketing challenge NiCE faces. When considering how best to convey that vision with branding, the central question becomes one of translating how a technology-based solution can deliver better outcomes for humans—your customers.

          As AI becomes more prevalent for automating everything we do, it’s easy to associate this type of technology with machine-to-machine efficiencies. That may be true, but it’s not the message NiCE wants to send with their branding. Nothing says “human” better than a smile, and in this context, the swooshy smile is sending the right message. Cloud and AI may be at heart of CXi, but what matters most is the smile that comes when experiences flow—of course for customers, but agents and supervisors, too.

          Shot of a woman using a headset and computer in a modern office

          How NiCE’s messaging reflects their CXi vision

          There’s been a marked shift from “contact center” to “customer experience” among all the vendors, and that’s not an easy change to communicate. NiCE has distilled that effectively with their “make experiences flow” tag line, paired with a smile. In terms of supporting their CXi vision, here are two important messages that underlie the new branding:

          About the Author

          Jon Arnold

          See All Blogs

          Follow Us

          Follow us to get the latest news from your preferred Social Network

          linkedinlinkedinlinkedinlinkedin

          Popular Posts

          Woman on her phone, excited with the launch of NiCE New World

          June 3, 2025

          Welcome to a NiCE world

          Read
          9 ways to unlock scheduling flexibility and gamify shift management

          May 28, 2025

          9 ways to unlock scheduling flexibility and gamify shift management

          Read

          May 20, 2025

          10 NiCE Interactions experiences everyone will be talking about (And why you’ll want to be part of it)

          Read
          3 biggest takeaways on proactive engagement and the future of customer experience

          May 14, 2025

          3 biggest takeaways on proactive engagement and the future of customer experience

          Read

          May 7, 2025

          Behind the bang: How Future You got so dynamite

          Read

          More from the blog

          Woman on her phone, excited with the launch of NiCE New World
          AI

          Welcome to a NiCE world

          At NiCE, we believe great service doesn’t just happen, it’s something we create. Together. People and AI, united on one platform. That’s how we raise the bar for experiences every single day.

          June 3, 2025

          9 ways to unlock scheduling flexibility and gamify shift management
          Workforce Optimization

          9 ways to unlock scheduling flexibility and gamify shift management

          Agent satisfaction and retention remain a perennial issue in contact center and back-office environments.

          May 28, 2025

          AI

          10 NiCE Interactions experiences everyone will be talking about (And why you’ll want to be part of it)

          Know that feeling when you’re standing at the edge of something extraordinary, when the air floats with possibility?

          May 20, 2025

        • Help contact centers transition CX to the cloud

          CCaaS is booming because contact centers have lagged in cloud adoption and are now frantically trying to modernize to keep up with changing customer expectations. The technologies behind the shift from contact center to CX are complex, and it’s not easy finding partners with the right expertise to orchestrate an end-to-end solution.

          Finding the right partner is more than just providing current technology, as cloud migration is an ongoing journey that goes beyond selling point solutions or standalone pieces such as phone systems, IVRs, ACDs, etc. Cloud technology is constantly evolving, and AI expertise is still in short supply, so they’ll be looking to vendors who have all of that. With CXi, NiCE is positioning itself to be exactly that type of vendor.

          This is why the “make experiences flow” tag line should resonate with contact center leaders. They may still need solutions that help contact centers operate efficiently, but the emerging need is delivering great CX. Doing so requires a lot of orchestration, and that’s what’s behind the CXi vision.

          End customers will relate to this as well, since seamless “flow” is at the core of today’s CX. Whether it’s between agents and customers, between bots and agents, between supervisors and agents, all these interactions must have minimal friction for CX to be good—or even great. Of course, all of this must be transparent to the customer, where effort is minimized but the results are maximized. This is when CX feels magical, but is only possible with cloud and AI working hard in the background.

        • Need to be aligned with a market leader

          There are many vendors for contact centers to choose from, and there is no shortage of great technology to deploy. That said, many businesses remain tied to legacy contact center systems that are too entrenched to uproot, but are increasingly aware they have serious limitations for today’s needs. With CX now becoming strategic for the C-suite, contact centers have greater urgency to address this shortfall, and as a result, we have a proliferation of CCaaS offerings.

          While it’s always better to have healthy competition, many CCaaS players only address the low hanging fruit to help alleviate the short-term pressures faced by contact center leaders. We’ve seen this movie before with UCaaS, where the ever-expanding range of offerings has created a commodified, price-driven market. In time, this will likely happen for CCaaS, and it’s already becoming difficult for contact center vendors to differentiate.

          CXi is one way for NiCE to avoid that trap, especially as the market becomes even more crowded. Aside from the well-established contact center vendors, all the UCaaS players now have some form of a CCaaS offering—not just because the UC market is saturated, but also because CCaaS is a better long-term growth opportunity.

          Going with a market leader helps mitigate the risk of adopting new technology, especially when things are changing so quickly. Price-driven buyers tend to go with market followers, but that’s not the customer NiCE is going for. It’s still early days for both cloud and AI, and for buyers who want to quickly closer their technology gap—and stay ahead of the curve – they need to be more strategic.

          This is where the better strategy is to go with a leader rather than a follower. A leader knows what the market wants, and in today’s digital world, NiCE’s focus is on easy, quick experiences that just flow. That’s the vision behind CXi, and the messaging behind their branding; and it’s not just for what happens within the contact center, but externally for the customer as well. When all of that happens, everyone smiles—customers, agents, supervisors, and even executives. Message delivered, and vision realized.