Introduction Digital Customer Experience Management (CXM) leverages a multi-layered ecosystem of technologies and concepts to provide unparalleled CX. The integration of gen AI and Large Language Models (LLMs) into this dynamic ecosystem enables enterprises to unlock new use cases, leverage advanced technologies, and identify investment opportunities, making operations more effective while enhancing overall CX. In this report, we examine current and upcoming digital technologies and their adoption trends, next-generation digital KPIs, and potential gen AI use cases. We explore gen AI’s impact, analyzing both current enterprise perceptions and future outlook for the digital CXM market, while discussing the evolving role of service providers in navigating this dynamic landscape. Scope All industries and geographies Contents In this report, we: Examine digital CXM and its adoption trends Determine gen AI’s influence on digital CXM and upcoming technology advances in digital CXM Look at enterprise perceptions of gen AI, including current and future outlook and the evolving role of service providers Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing Sourcing and Vendor Management

As organizations transition to a post-pandemic world, they are leveraging superior customer experience as a differentiator and an engine for growth. Organizations are also recognizing that, along with the customer, the agent is a pivotal component of Customer Experience (CX). In fact, the two are inextricably linked – a good agent experience consistently leads to a good customer experience and vice versa. But in a world of finite resources and competing priorities, the agent experience is often ignored and existing efforts are not enough to improve agents’ overall satisfaction with their experience at work. With the augmented role of customer service agents at the center of a seamless CX model, organizations have started to recognize the tangible benefits of enhancing the agent journey. They have started working toward improving agent experience by addressing agents’ pain points, eliminating skill gaps, and providing them the tools they need to succeed in order to ensure consistent, engaging customer experiences that drive positive business and talent outcomes, long-term sustainable growth, and brand equity. In this viewpoint, we examine the connection between agent and customer experience, including its broader business impact. We recommend that organizations should work with an agent-centric mindset and thoughtfully deploy technology and restructure business processes to prioritize agents’ physical and mental well-being. Scope: All industries and geographies Contents: In this viewpoint, we answer the following questions: What is agent experience, and how does it impact customer experience and the broader business? What workplace challenges do agents face, and what are the key drivers of agent experience and engagement? What measures should companies take to improve agent experience? Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing Sourcing and Vendor Management

The coronavirus outbreak significantly impacted Customer Experience (CX), as agent absenteeism increased, call volumes rose to extraordinary levels, and organizations were forced to establish remote infrastructures to enable agents to work from home – at lightning speed. A year into the crisis, organizations are re-evaluating their Customer Experience Management (CXM) delivery strategies for the long term. While the Work At Home Agent (WAHA) model experienced limited adoption before the pandemic, positive outcomes achieved during the lockdowns imposed eased concerns around incorporating WAHA as a permanent CXM service delivery option. Building a sustainable WAHA model is going to require a multi-tiered investment strategy in various technologies and practices that brick and mortar programs neither require nor are familiar with. Companies trying to future-proof customer growth need to develop a comprehensive customer service culture, with a clear focus on developing a robust WAHA capability. Scope All industries and geographies Contents This report answers the following questions related to CXM: What was the impact of COVID-19 on the CXM industry? How sustainable are the Work From Home (WFH) models that were established following the pandemic? What vulnerabilities are associated with the temporary WFH model? What measures should enterprises take to ensure the continuity and performance of their WAHA models in the post-COVID-19 landscape to deliver superior CX? Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing Work at Home Agent (WAHA) Customer Experience Management (CXM) Sourcing and Vendor Management