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  • State of the Market

    June 30, 2025
    In today’s dynamic healthcare landscape, Patient and Member Engagement (PME) has become a strategic imperative for healthcare enterprises and service and platform providers. Historically overlooked and limited to administrative touchpoints, PME has evolved into a mission-critical function that impacts patient/member satisfaction and business outcomes, such as retention, medication adherence, care outcomes, and cost improvements. Rising expectations, omnichannel demand, regulatory pressures, and advanced technology have accelerated the transition toward seamless, intelligent, and personalized engagement across the care journey.  In this report, we analyze the PME’s evolving role in healthcare and its significance in driving better outcomes. The report assesses key adoption trends, identifies technology and organizational accelerators, and highlights the barriers that limit PME’s scaling across the industry. Focusing on real-world enterprise priorities, the report outlines how healthcare organizations are using gen AI, predictive analytics, and agentic AI to enable self-service, deliver personalized communication, and proactively retain members and patients.  Additionally, the report examines the emergence of Systems of Execution (SoE) and their potential to unify data, drive AI-led engagement, and convert insights into real-time execution across touchpoints. It also provides sourcing guidance and strategic recommendations for payers and providers, emphasizing the need for a PME lead to drive enterprise alignment and measure experience success. 
  • Viewpoint

    June 30, 2025
    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. 
  • Thematic Report

    June 30, 2025
    Customer Experience (CX) has emerged as a key differentiator for insurers facing rising customer expectations, intensified competition from InsurTechs, and tighter regulatory scrutiny. To build lasting value and loyalty, leading insurers across both Life and Annuities (L&A) and Property and Casualty (P&C) lines are transforming their operations around personalized, empathetic, and seamlessly orchestrated customer journeys. By delivering consistent, emotionally intelligent, and real-time engagement across key touchpoints, such as onboarding, claims, renewals, and servicing, insurers are not only elevating satisfaction but also unlocking greater agility and long-term growth. This report outlines how insurers are embracing intelligent journey design, embedded AI, and digitally enabled BPS partnerships to elevate CX delivery. It details key transformation imperatives including agentic AI, outcome-linked service models, and front-to-back office integration.
  • FEATURED
    Thematic Report

    June 27, 2025
    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.
  • FEATURED
    Viewpoint

    June 27, 2025
    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.    
  • Viewpoint

    June 16, 2025
    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
  • Viewpoint

    May 05, 2025
    The insurance industry is transforming from a traditionally conservative landscape to a tech-savvy, customer-centric ecosystem. This Viewpoint explores how insurers are embracing next-generation technologies, including AI, automation, and generative AI, to modernize their operations. It delves into key aspects such as regulatory compliance, third-party providers’ growing role in driving business outcomes, and the industry's transition from a digital laggard to a forward-thinking, innovation-driven environment. In response to evolving customer demands, insurers are prioritizing digital transformation to deliver superior customer experiences. To unlock long-term value, insurers must improve member engagement, leverage AI technologies, and form strategic partnerships. This Viewpoint offers actionable insights to help insurers navigate this shift, enhance their member experiences, and build more agile, AI-enabled ecosystems. Scope All industries and geographies Contents In this report, we examine: A new era in insurance supported by AI and automation leading to insurers’ digital transformation Stringent regulatory compliance in the insurance industry and strategies insurers employ to stay compliant Role of third-party providers in achieving business outcomes The insurance industry’s transition from a digital laggard to an evolving, tech-first landscape
  • Tech Vendor Spotlight

    April 25, 2025
    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
  • Viewpoint

    April 15, 2025
    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
  • PriceBook

    April 15, 2025
    Price Book is available only to Outsourcing Excellence members. For information on membership, please contact us The PriceBook is an off-the-shelf reference that can be used by strategic outsourcing and vendor management professionals and customer experience management (CXM) leaders to support a range of ongoing pricing and commercial discussions with providers, plus internal planning and back-of-the-envelope business cases. Members can also use the analyst inquiry service to clarify points, ask for additional advice, and discuss other points related to the PriceBook. Scope The PriceBook H2 2024 includes the following: Price benchmarks for 24 contact center roles and 4 transaction-based pricing metrics across 10 common onshore, nearshore, and offshore global delivery geographies Pricing trends and their drivers over the past six months Performance metrics and benchmarks for five key metrics Key delivery and solution metrics that impact total cost of ownership (TCO) Contents The CXM PriceBook contains insights on price, performance, and delivery metrics for the CXM function. It also includes drivers that impact the pricing of CXM services in onshore, offshore, and nearshore delivery geographies. The price benchmarks are normalized to best-in-class, industry standard nomenclatures and solution considerations. Some of the delivery and solution metrics covered in the PriceBook include: Staffing mix Offshore and nearshore ratios Price variation by call volumes Language premiums for voice-based services For information on membership, please contact us