Buy or Build – or the Best of Both.

The Ciptex approach to solution deployment.

At Ciptex, we develop, implement and support contact centre solutions that allow any organisation to engage their customers with fluent, effortless conversations at every touch point.

This article explores the strategic choices in product delivery and solutions architecture, emphasising the importance of aligning technology implementation with organisational priorities.

It is also a response to Martin Hill Wilson’s to Strategic Choices in Customer Experience and Service Architecture.

As Martin Hill Wilson highlights, “It’s about matching our needs and capabilities with the right type of solution. Between ‘off the peg’ or ‘tailored’. Between technical know-how as an external support service or as a full range, in-house capability.”

At Ciptex we acknowledge the evolving nature of customer service solutions, ranging from pre-integrated to composable. Wilson underscores this evolution, stating, “Simple CCaaS is becoming more programmable. While the most advanced programmable customer service solutions can match the customisation capabilities of a composable strategy.”

So, let’s look at each option that Martin Hill Wilson presents to us.

Option One – A Composable Strategy

Gartner’s endorsement of a flexible, modular, and component-based IT infrastructure is highlighted. We emphasise the benefits of a composable strategy for organisations prioritising adaptability and innovative customer experiences. Wilson notes, “The core attraction in our composable strategy is that every component can be a best-of-breed choice.”

However, we outline challenges, including increased complexity, potential points of failure, security vulnerabilities, and higher costs. These challenges, we suggest, require careful management to optimise performance and costs.

Option Two – A Programmable Strategy

According to Wilson, “Programmable contact centres are enabled through APIs and development frameworks. These are augmented by vendor-sponsored marketplaces in which third-party developers create and share custom integrations and applications.”

At Ciptex, we harness those insights presented by Wilson. This strategy empowers organisations to design their user and consumer experience through API-driven integrations, CRM synchronisation, and adherence to compliance and security standards.

The latest version of the Ciptex product introduces “RACE Journeys.” This innovative concept of customisable agent displays (which requires no coding) harnesses the data points from any pool of information for any customer journey. It amalgamates practicality with bespoke customised encounters, making it outstanding within the industry.

Option Three – A Pre-Integrated Strategy

The strengths of a pre-integrated CCaaS solution are outlined, emphasising quick deployment, ease of use, and standard capabilities. While suitable for SMEs with straightforward customer service needs, the limitations are acknowledged, including restricted customisation and dependence on vendor updates.


Summing up the pivotal aspects of each choice, this response delivers insightful commentary. It underscores the necessity of grasping the trade-offs between (1) user-friendliness, (2) customisation, and (3) system intricacy to arrive at a well-informed verdict.

At Ciptex, our dedication lies in offering solutions that align with businesses striving for an equilibrium between operational efficiency and customisation. Hence, we advocate for option 2, featuring Ciptex RACE, as the optimal blend of both paradigms.