Customer Experience (CX) Analytics – Service Provider Landscape with Services PEAK Matrix™ Assessment 2019

9 May 2019
by Skand Bhargava, Vishal Gupta, Deepthi Mudunooru

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


  • 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


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


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

Data & Analytics


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