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. 

The contact center outsourcing industry has undergone a transcendental shift. It is no longer concentrating only on reducing cost for the organization, but also on helping them create differentiation in the market. One of the solutions that has helped firms stand out from the competition is analytics. CX analytics opens doors to new possibilities as it not only helps to draw insights based on past customer behavior but also predicts future behavior. Moreover, the power of analytics will be significantly compounded in the future through the rise of artificial intelligence / cognitive technologies, which will fundamentally alter the way decisions are made. Against this backdrop, the report seeks to explore the adoption trends of CX analytics services and the capabilities of service providers in this space. It comprises players that predominantly deliver services in the CCO/CXM space as well as those that have broad-based analytics play in the market. With only 30-35% of the CCO/CXM clients with deployments of CX analytics solutions, the untapped opportunity in the market is huge. In this research, we analyze the CX analytics services landscape with focus on: Adoption trends of CX analytics services Relative positioning of 14 service providers on Everest Group’s PEAK Matrix for CX analytics services Everest Group’s remarks on service providers capabilities in CX analytics services Scope Coverage across 14 CX analytics services providers: Concentrix, CSS Corp, EXL, Genpact, HGS, iQor, Knoah Solutions, NTT DATA, Sutherland Global Services, Sykes, Tech Mahindra, TTEC, Webhelp, and WNS Content This report examines the Customer Experience (CX) analytics services market and evaluates the positioning of service providers on the Everest Group PEAK Matrix. It provides insights into the market adoption of CX analytics services, relative positioning of service providers, and Everest Group’s remarks on service providers’ CX analytics capabilities. Some of the findings in this report are: Everest Group classifies 14 CX analytics service providers on the Everest Group PEAK Matrix into three categories of Leaders, Major Contenders, and Aspirants. The PEAK Matrix is a framework to assess the market impact and vision & capability of service providers Leaders: Concentrix and Sutherland Global Services Major Contenders: EXL, Genpact, HGS, NTT DATA, Sykes, Tech Mahindra, TTEC, Webhelp, and WNS Aspirants: CSS Corp, iQor, and Knoah Solutions The adoption of CX analytics among CCO/CXM clients stood between 30-35%, indicating huge untapped market opportunity North America commands over 60% of the CX analytics services market by FTEs; BFSI is the largest adopter of CX analytics services, followed by healthcare and telecom sectors Among operational analytics solutions, desktop analytics and text/speech analytics solutions have witnessed the highest adoption in contact centers The need to bring in more innovative solutions to the table has been identified as a key area of improvement by buyers Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing (CXM) Data & Analytics