Integrated services is a unified approach to sales services, trust and safety, and CXM across functions and channels, creating a cohesive, high-performing customer ecosystem. This approach promotes collaboration, encourages data sharing, breaks down silos, and improves both decision-making and customer experiences. By fostering synergies throughout the customer journey, integrated services enable cross-team collaboration during both pre- and post-sales phases. This allows enterprises to build meaningful relationships, uncover hidden insights, and exceed customer expectations, all of which are vital components for sustained success. In today’s fast-paced and competitive digital marketplace, meeting rising customer expectations is essential to staying relevant. Integrated services facilitate this shift by anticipating customer needs, uncovering new sales opportunities, and cultivating trust and loyalty.  This Viewpoint explores an integrated framework’s components and benefits, discusses key opportunities for synergies across services, and examines providers’ role in driving enterprise adoption. It emphasizes integrated services’ importance in enabling enterprises to continuously innovate, adapt to new trends, and capitalize on emerging opportunities, ensuring they remain relevant and resilient in an ever-evolving market. 

This report analyzes current trends and strategic approaches in Customer Experience Management (CXM) across global retail and Consumer Packaged Goods (CPG) and e-commerce industries. It highlights the growing significance of personalized, AI-driven, and omnichannel experiences that shifting consumer expectations and technology innovations shape. Additionally, the report examines the dynamics of outsourced CXM, regional adoption patterns, and implications of macroeconomic factors such as tariffs. It also identifies prominent CXM providers and assesses preparedness for generative AI adoption, delivering strategic guidance for enterprises and providers alike.

Customer Experience (CX) is fundamentally transforming as enterprises shift from managing costs to achieving measurable business outcomes. With generative AI, Large Action Models (LAMs), and advanced analytics at the core, organizations are adopting outcome-driven strategies that create personalized, efficient, and scalable CX delivery models. In this report, we explore how global enterprises embed AI across the CX value chain to unlock growth opportunities, improve customer engagement, and drive operational efficiency. From hyper-personalization for Subject Matter Experts (SMEs) to multilingual support and dynamic pricing, AI enables businesses to deliver seamless, context-aware experiences across channels and touchpoints. This report demonstrates AI’s potential to enhance top-line and bottom-line impact through practical use cases, from virtual try-ons in retail to AI-powered virtual assistants in banking and telecom. These use cases emphasize a total experience approach that integrates employees, customers, and operational insights, shifting the CX narrative from isolated support functions to enterprise-wide engagement. Scope Geography: global Industry: all Service: CXM Contents In this report, we examine: Examine enterprises’ evolving CX strategies from cost efficiency to outcome-driven transformation using AI Assess how generative AI, LAMs, and multimodal AI enable intelligent, personalized CX Analyze key stages in building scalable AI-powered CX models Evaluate use cases across industries, highlighting AI’s impact on engagement, efficiency, and revenue

Enterprises are exploring transformative technologies, especially gen AI, due to the increasing focus on customer experience as a strategic differentiator. This viewpoint delves into how gen AI revolutionizes Customer Experience Management (CXM) by enabling hyper-personalized interactions, streamlining operations, and delivering intuitive, human-like support. It explores the rapid evolution from pilot programs to large-scale implementations as businesses recognize gen AI's potential to enhance customer engagement, operational efficiency, and satisfaction. The viewpoint covers gen AI's applications across customer support, sales, and technical assistance, offering insights into its Return on Investment (RoI), adoption strategies, and critical enablers such as third-party partnerships. It also highlights emerging trends, key investment priorities, and actionable recommendations for enterprises looking to navigate adoption challenges and unlock gen AI’s full potential in a digital-first, competitive landscape. Scope: All industries and geographies Contents: In this study, we assess: Gen AI's key impact areas in CXM operations The current state of gen AI deployment Significant use cases across industries Return on Investment (RoI) and business outcomes for enterprises A strategy for successful adoption of gen AI Third-party providers' role in advancing gen AI implementation Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing CX Excellence CXM Technology Sourcing and Vendor Management

Customer Experience Management (CXM) in the Americas – Provider Compendium 2024 provides detailed and fact-based snapshots of 45 CXM providers offering services in the Americas. Each profile offers a comprehensive view of the provider’s scale of operations, proprietary digital solutions, partnership ecosystem, portfolio mix, and delivery locations. The compendium will enable providers to benchmark their capabilities against their peers, while CXM services buyers will be able to assess the providers based on the desired set of capabilities. Scope Domain: CXM Industry: all Geography:the Americas Contents In this research, we feature profiles of 45 CXM providers offering services in the Americas region and examine their: Services’ suite and scale of operations, including key leaders, FTEs, revenue, recent developments, proprietary solutions, and partnerships Key delivery locations worldwide Capabilities, major engagements, and revenue by geography, industry, and buyer size Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing Sourcing and Vendor Management

After experiencing significant growth post-pandemic, the customer experience management (CXM) market hit turbulence in 2024. Enterprises are now more cautious about their spending, pushing service providers to do more with less. At the same time, generative AI (gen AI)-led use cases are moving into production, which is revolutionizing how contact center leaders are thinking about their future operating models. Watch this webinar to hear our CXM experts examine how the CXM market has evolved throughout 2024, and share what can be expected for 2025. What questions did the webinar answer? How does the CXM service provider landscape across regions look in 2024 How was the year for the broader CXM market, and which themes have materialized? What should we expect from the CXM market in 2025?

Generative AI is revolutionizing how businesses deliver personalized interactions, streamline processes, and achieve cost efficiency within Customer Experience Management (CXM). Drawing on insights from over 120 senior Customer Experience (CX) executives across various industries, this report outlines how organizations are integrating generative AI to optimize contact center operations and achieve faster issue resolution. Generative AI adoption’s key drivers include enhanced efficiency and substantial cost savings, though challenges such as data privacy and leadership alignment need to be addressed for successful adoption. This report also recommends successful implementation best practices, including prioritizing data security, securing executive buy-in, and deploying AI incrementally to minimize risk. Third-party providers play a vital role in navigating AI integration’s complexities, offering specialized expertise, advanced technology, and scalability. This report combines survey results with Everest Group’s research and expertise to provide data-driven insights for CXM leaders aiming to leverage generative AI for innovation and personalized CXs. Scope Services: CXM and CX excellence All industries and geographies Contents In this report, we: Various generative AI applications’ current understanding levels and perceived potentials among enterprises Generative AI adoption’s key drivers Generative AI’s applicability and use cases in CXM Adoption challenges and remedial measures Third-party providers’ roles in navigating AI integration’s complexities Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing CX Excellence CXM Technology Sourcing and Vendor Management

The Customer Experience Management (CXM) market in the Americas experienced moderate growth due to a stable economy, especially in the US. This favorable climate encouraged substantial investments from regional providers. Businesses are accelerating their digital transformation journeys. In response, providers offer diverse digital CX solutions, including automation, analytics, conversational AI, chatbots, self-service options, omnichannel delivery, and cloud-based contact centers. To drive innovation and implementation in digital CX, including gen AI adoption, providers have established Centers of Excellence (CoEs). These centers deploy gen AI solutions, such as knowledge-as-a-service, learner co-pilots, QA&QC co-pilots, conversational AI chatbots, and agent-assist tools. Moreover, most providers are forging strategic partnerships with hyperscalers and AI startups to enhance their gen AI capabilities and expand their service offerings. In this report, we analyze 43 CXM service providers’ capabilities across industries in the Americas. Each profile examines the provider’s service focus, key IP and solutions, domain investments, and case studies. Scope Industry: all Geography: Americas This assessment is based on Everest Group’s annual RFI process for the calendar year 2024, interactions with leading CXM service providers, client reference checks, and an ongoing analysis of the CXM services market Examine the CXM market in the Americas Assess providers’ key strengths and limitations Evaluate enterprise sourcing considerations Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing CX Excellence Sourcing and Vendor Management

The Banking, Financial Services, and Insurance (BFSI) sector significantly contributes to Customer Experience Management (CXM) outsourcing revenue, approximately 20-22%. Knowing about BFSI CXM is crucial for CXM outsourcing providers and BFSI enterprises because it enables providers to develop tailored solutions and capture market opportunities, while helping enterprises stay competitive and make informed decisions. In this report, we explore the BFSI CXM market landscape, offering comprehensive insights into the sector’s three segments: banking, insurance, and cards and payments. Each segment uncovers key outsourcing drivers, market trends, enterprise challenges, technical innovations, delivery landscapes, and industry-specific use cases. The report aims to help BFSI enterprises navigate the CX outsourcing landscape effectively. It offers insights into industry-specific service offerings, technology trends, and geographical delivery distributions, empowering enterprises to make well-informed outsourcing decisions. Additionally, the report highlights the potential gen AI applications in the BFSI sector. It also assists providers in understanding enterprise pain points and refining their strategic approaches and investment initiatives to seize business opportunities. Scope Industry: BFSI Geography: global Service: CXM This report is based on primary and secondary data collection, conversations with market participants, and fact-based research Contents In this report, we examine: Global CXM services market trends in the BFSI industry Key factors influencing CXM services’ growth in the BFSI sector Industry-specific trends, including enterprise challenges, technology tools, providers’ solutions, delivery trends, and potential generative AI applications across banking, insurance, and cards and payments segments Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing Sourcing and Vendor Management

Enterprises across industries are exploring the potential benefits of outsourcing Customer Experience Management (CXM) operations, leveraging cutting-edge technologies to streamline processes and deliver personalized experiences at scale. By engaging with CXM service providers, enterprises can navigate operational challenges more effectively while capitalizing on the transformative potential of technology to drive meaningful improvements in customer engagement. Based on an enterprise survey, this report provides a nuanced understanding of organizational perspectives and sentiments regarding CXM outsourcing. From identifying industry-specific challenges to exploring the impact of Environmental, Social, and Governance (ESG) initiatives on CXM strategies, the report offers valuable insights to inform strategic decision-making and enhance customer-centric initiatives. Moreover, the report underscores the role of strategic partnerships between enterprises and CXM service providers to optimize customer experiences. By delving into industry-specific perspectives and examining the evolving landscape of socially conscious customer engagement, the research explores the collaborative efforts driving innovation and excellence in CXM delivery. Scope All industries and geographies Contents In this report, we: Study the challenges that enterprises face in CX delivery and evolving enterprise expectations from CXM providers Examine CXM providers’ business objectives / adoption drivers Provide key takeaways for a better enterprise-provider collaboration Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing CX Excellence CXM Technology Outsourcing Excellence