Redefining Innovation in CXM: Buyers’ Perspective

12 Dec 2018
by Skand Bhargava, Sharang Sharma, Vani Oswal

Purely product-based differentiation is short term. This, along with margin pressures and the emergence of new players is pushing enterprises to drive innovation in the way they deliver Customer Experience (CX) and contact center services. CX innovation can help enterprises to not only save costs, but also improve customer loyalty and gain competitive advantage in the market. Key components of CX innovation go beyond deploying new technology solutions. They also encompass process-led innovation and a cultural shift within the organization to be more open to innovation.

Digital CX already features among the top priorities for enterprises for the next 12-18 months. They are looking at next-generation solutions such as chatbots, self-service, and advanced analytics as the key areas of investments. Since digital CX innovation has become a key to drive differentiation in the market, enterprises can leverage the support of CXM providers to digitally transform their CX operations. CXM service providers can not only help enterprises in running a digitally transformed contact center but can also play a pivoting role during the designing and implementation stages.

We engaged in multiple conversations with enterprises to understand what CX innovation means to them and get deeper understanding of their outsourcing relationship. This report examines multiple facets of their engagements and includes:

  • Need for innovation in CXM services
  • Focus on digital-led innovation in CXM
  • Role of CXM providers in driving innovation
  • Assessment of CXM providers' innovation capabilities
  • Way forward for enterprises and service providers


Customer Experience Management (CXM) Services, including Contact Center Outsourcing


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