In recent years, contact centers have transformed into strategic assets vital for high customer engagement. They foster relationships across diverse communication channels, including traditional calls, chatbots, and social media. Balancing cost-effective superior service with evolving employee expectations, these centers prioritize agent efficiency as their operational bedrock. For contact centers to thrive in a dynamic business landscape, they must invest in three key levers: people, process, and technology. The technology lever is the most essential, as next-generation technologies such as process intelligence, performance analytics, and generative AI enable this transformation. Embracing these technologies also boosts operational efficiency, elevates agent productivity, and enhances the customer experience. Successful transformation requires addressing challenges in adopting these technologies and implementing best practices to achieve optimal outcomes. In this viewpoint, we explore how next-generation technologies such as generative AI, performance analytics, and process intelligence solutions transform contact centers into future-ready customer hubs. These technologies, combined with digital gamification, help improve call quality and boost customer satisfaction. Scope All industries and geographies Contents In this report, we examine: The current state of the contact center industry Strategies for transforming contact centers into high-value customer experience centers Challenges and best practices for adopting technologies at scale Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing Service Optimization Technologies (SOT) CX Excellence Outsourcing Excellence