Enterprises struggle with delivering seamless, real-time customer support as the limitations of legacy systems do not meet customers’ rising expectations. Traditional Systems of Record (SoR), such as CRMs, and Systems of Engagement (SoE), such as chatbots and IVRs, operate in silos, rely heavily on manual resolution, and lack the intelligence to act on live customer signals. This system limitation results in fragmented omnichannel experiences, high operational costs, and diminished customer satisfaction. This report introduces Systems of Action (SoA) as the next strategic evolution in Customer Experience (CX). SoA combine real-time data, agentic AI, and autonomous orchestration to proactively detect customer intent, decide optimal next actions, and execute resolutions across digital and human touchpoints. This Viewpoint shows real-world SoA deployments that transform contact centers from reactive service hubs into intelligent, outcome-driven engines. It provides CIOs with a clear roadmap for SoA implementation, including a readiness framework, key metrics for success, and strategies to close capability gaps across data, talent, and technology.    

AI is rapidly redefining how enterprises manage customer interactions, particularly in the context of language diversity across global markets. Traditional language translation methods, such as human interpreters or multilingual agents, have long posed challenges due to high costs, inefficiencies, and inconsistent service quality. AI-driven tools offer a scalable, accurate, and cost-effective alternative, enabling enterprises to serve customers in their preferred languages. The report explores how AI-powered language interpretation is delivering seamless, multilingual Customer Experiences (CXs) at scale. With survey insights from 100 respondents, which includes enterprises, IT BPOs, GSIs, and Customer Experience Management (CXM) providers, the report highlights current adoption trends, enterprise readiness, and use cases. It also addresses strategic priorities, including the shift toward low-cost delivery regions and AI’s role in supporting a linguistically diverse workforce without relying on native-language agents. The report also outlines challenges and concerns from the lens of both enterprises and providers. Moreover, it positions AI-powered language interpretation as a key global CX transformation enabler, offering enterprises a practical roadmap to enhance customer engagement, operational efficiency, and market reach in an increasingly connected and multilingual world. Scope All industries and geographies Contents In this report, we highlight: The need for real-time AI-powered language interpretation tools and their applications in contact centers Enterprises’ readiness for these tools and key requirements from them Language interpretation technology’s implications and business benefits in CXM Providers’ role in enabling AI-enabled language interpretation’s widespread adoption Potential challenges associated with the technology, along with adoption best practices

Accent localization is fast emerging as a game-changing solution for global Customer Experience Management (CXM). As enterprises increasingly deliver CX services from offshore and nearshore hubs, the demand for speech technologies that ensure clear, culturally resonant, and locally understandable communication is rising. This report delves into accent neutralization tools’ current state, how they have evolved from manual training to real-time AI-driven speech-to-speech models, and their growing role in improving agent performance and customer satisfaction. It also explores today’s solutions’ limitations, including challenges with diverse dialects, contextual understanding, and latency. It also examines the competitive provider landscape, profiling leading technology providers and outlining their key capabilities. The report offers enterprises a strategic guide to navigating the accent localization space and improving global CX outcomes by highlighting the latest innovations and adoption drivers. Scope All industries and geographies Contents IIn this report, we examine: Accent localization’s role in enhancing CXM Accent neutralization technology’s evolution, from agent training to real-time speech-to-speech solutions Key limitations and challenges current accent localization tools face Top technology providers in the space The current accent localization market landscape and emerging trends for global customer service delivery

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

AI is at the forefront of the Customer Experience (CX) transformation. Integrating machine learning, natural language processing, and predictive analytics into contact centers is providing organizations with unprecedented opportunities to improve CX while reducing operational costs. By 2030, AI will be essential to delivering hyper-personalized experiences, anticipating customer needs, and resolving issues autonomously. This report highlights the key AI technologies and strategies that will drive this transformation, offering insights into the future of AI-driven CX. We analyze the factors shaping the future of contact centers, the shift in enterprise priorities, and the technologies required for long-term impact. From cloud-native platforms and quantum computing to AI-powered personalization, the report outlines the investments enterprises need to make today to ensure they are prepared for the demands of tomorrow’s customers. With actionable steps and strategic foresight, this study provides enterprises with a roadmap to navigate the evolving AI landscape and optimize CX for 2030. Scope All industries and geographies Contents In this report, we examine: The key drivers of AI-powered transformation in contact centers and customer engagement How evolving customer expectations are shaping CX strategies and technologies The role of AI technologies, including generative AI, predictive analytics, and emotional intelligence, in creating seamless customer experiences The operational blueprint for AI-driven contact centers by 2030 Recommended actionable steps enterprises should take to prepare for AI-driven CX and achieve long-term success Memberships Customer Experience Management (CXM) Services, including Contact Center Outsourcing Sourcing and Vendor Management

The Sales Services Provider Compendium 2024 provides detailed and fact-based snapshots of 14 sales service providers offering B2B and B2C sales services, respectively. Each profile offers a detailed overview of the provider’s service focus areas, including scale of operations, adoption by geography, industry, and buyer size, recent developments and investments, key IP solutions, partnership ecosystem, and delivery locations. The compendium will enable providers to benchmark their capabilities against their peers and empower sales services buyers to assess providers based on their capabilities. Scope Domain: B2B and B2C sales services Industry: all Geography: global Contents In this research, we feature 14 sales service providers and examine their: Services’ suite and scale of operations, including FTEs, revenue, recent developments, proprietary solutions, and partnerships Key delivery locations worldwide Capabilities such as process covered, languages served, key engagements, and revenue by geography, industry, and buyer size Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing Marketing and Interactive Experience Sourcing and Vendor Management

Organizations face several challenges managing multilingual communication within Customer Experience Management (CXM), including high costs, operational inefficiencies, and inconsistent translation quality. These issues often obstruct delivering seamless, culturally relevant, and accurate interactions across diverse customer bases. AI-powered language translation solutions address these challenges by leveraging cutting-edge technologies such as Neural Machine Translation (NMT), automatic speech recognition, and text-to-speech. These advanced tools enable enterprises to deliver accurate, context-aware translations across various customer interaction channels, including chat, email, and voice. These solutions enhance operational efficiency, reduce costs, and ensure consistent translation quality by providing scalable, real-time, and sentiment-aware translations that account for cultural and industry-specific nuances. Ultimately, they empower organizations to optimize global operations, reduce customer churn, and foster long-term customer loyalty. The report comprehensively analyzes the AI-powered language translation landscape, including key solution components, considerations to select the right tool, and an overview of leading providers. It highlights how these solutions have evolved from traditional multilingual human support to NMT, and how AI-powered real-time language translation is redefining the CXM value chain. Despite their potential, current solutions face limitations such as real-time translation latency, support for less widely spoken languages, and contextual and cultural nuance preservation. The report also profiles 16 leading technology providers that offer AI-powered translation solutions, showcasing their capabilities and alignment with CXM needs. Scope All industries and geographies Contents In this report, we provide: A detailed look at CXM Key business challenges in providing multilingual support within CXM Insights into how AI-powered language translation addresses these business challenges An overview of language translation solutions’ evolution A breakdown of AI-powered language translation solutions’ core components Important considerations when selecting AI-powered language translation products Limitations and gaps in existing AI-powered language translation solutions A review of key providers offering AI-powered language translation solutions for CXM Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing Sourcing and Vendor Management

Unified Customer Experience (CX) is a transformative approach that addresses the challenge of fragmented and disjointed customer interactions common in traditional systems. By integrating all touchpoints – websites, mobile apps, social media, and call centers – into a single, cohesive framework, businesses can eliminate siloed data, streamline operations, and deliver consistent, personalized experiences that meet modern consumers’ evolving expectations. This unified approach ensures a comprehensive customer view, reduces inefficiencies, and lowers costs, all while enabling real-time insights and better decision-making. Generative AI is essential in this transition, offering the ability to enhance personalization, improve product recommendations, and drive innovative strategies. By adopting a unified CX platform, organizations position themselves to deliver seamless customer journeys, foster trust, and secure sustainable growth, establishing an edge in today’s competitive landscape. This viewpoint discusses the case for unifying CX through an AI-native CX platform, the challenges enterprises face scaling AI initiatives leading to the need for unification, how to overcome implementation pitfalls, and the future of CX driven by innovation. Scope All industries and geographies Contents In this report, we examine: The challenges enterprises face when scaling AI initiatives The unification of CX architecture for the AI age Next-generation CX through AI-native CX platforms The implementation pitfalls and how to avoid them The future outlook of CX with technology innovation Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing CX Excellence CXM Technology Sourcing and Vendor Management

The sales services landscape is rapidly evolving due to disruptive technologies, elevating customer expectations, and enterprise focus on data-driven decision-making. Customers are increasingly seeking more tailored and customized experiences. In this space, inside sales services such as lead generation, customer segmentation, and lead qualification are vital revenue drivers. Furthermore, digital commerce and marketplace services are expected to see accelerated growth. North America continues to dominate the sales service outsourcing landscape with businesses adopting emerging technologies and advanced analytics to deliver personalized customer experiences. The technology, and telecom and media sectors particularly see significant sales service outsourcing. The sales services’ technologies suite includes diverse tools and solutions, such as sales forecasting platforms, lead generation and qualification tools, data management solutions, marketing and sales analytics, and agent assist applications. Advanced analytics, AI, and automation are increasingly shaping these solutions, enabling providers to meet the growing demands for more efficient and personalized sales processes. Several providers are partnering with technology vendors to boost their AI capabilities and broaden their service offerings. In this report, we analyze 15 B2B and 9 B2C sales service providers’ capabilities across industries globally. Each profile examines the provider’s service focus, key IP and solutions, domain investments, and case studies. Scope All industries and geographies This assessment is based on Everest Group’s annual RFI process for the calendar year 2024, interactions with leading sales service providers, client reference checks, and an ongoing analysis of the sales services market Contents In this report, we: Examine the sales services market Position the providers on the Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants Compare providers’ key strengths and limitations Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing Marketing and Interactive Experience Sourcing and Vendor Management

Customer Experience Management (CXM) in EMEA – Provider Compendium 2024 provides detailed and fact-based snapshots of 39 CXM providers offering services in the EMEA region. 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 competition, while CXM buyers will be able to assess the providers based on their specific capabilities. Scope Domain: CXM Industry: all Geography: EMEA Contents In this research, we feature profiles of 39 CXM providers offering services in the EMEA 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