This blog is based on two detailed analyses, Frost Radar™: Customer Experience Management Outsourcing in North America, 2025 and Frost Radar™: Customer Experience Management Services in Latin America, 2025 by Frost & Sullivan’s growth expert, Sebastian Menutti, from the Contact Centre Solutions team.
Today’s customers demand seamless, well-planned, and personalized brand interactions across a variety of channels and touchpoints. This is prompting businesses to outsource technical support, back-office operations, and customer interactions to customer experience (CX) experts that specialize in effective customer care and retention. As a result, CX management service providers and contact center companies feel the pressure to diversify traditional customer contact offerings to include system integration and other value-add services, delivering holistic customer lifecycle management.
Further, the following megatrends are accelerating this transformation:
- Hyper-personalization for tailoring brand experiences and delivering augmented customer service experience.
- Omnichannel strategies for a unified approach to customer journey management.
- Advanced predictive analytics and modeling for anticipating customer needs and minimizing downtime.
- Generative AI (GenAI) and agentic AI applications that enhance agent productivity and customer value.
- The rise of integrated security and data privacy for increased trust and safety.
- Experience orchestration to maximize customer satisfaction by connecting employee experience (EX) and CX.
Frost & Sullivan’s evaluation of 25+ trailblazing CX management players across the Americas highlights distinctive growth and tech initiatives with the potential to revolutionize customer interactions.
This is based on ten qualitative and quantitative parameters, across two key indices:
- Growth Index – Analyzing CX management market share, provider vision and strategy, growth potential, revenue pipelines, and the effectiveness of different sales/marketing initiatives.
- Innovation Index – Measuring CX management solution innovation, scalability, product portfolio, megatrend leverage, and alignment with evolving customer needs.
View competitive analytics, companies to action, and best practices in CX management here.
Which partnership strategies will help your organization make the most of these megatrends?
How to Improve Digital Customer Experience: Your Guide to Building Future-proof CX Strategies
As companies prioritize holistic CX solutions on their digital transformation journeys, the CX management landscape within the business process outsourcing (BPO) space is expanding. With an ever-growing pool of vendors, competitive benchmarking becomes essential for both customers and enterprises. This allows organizations to assess the unique capabilities and gaps across various CX offerings — empowering them to make informed decisions and choose partners that align with their specific business objectives and operational needs.
Navigating Growth Barriers in CX Management
Going forward, customer service companies face expansion challenges stemming from fragmented technology ecosystems, market saturation, and data silos in legacy systems. This not only hinders decision-making but also makes it difficult to deliver the kind of seamless, personalized experiences clients now expect. To break through these barriers, providers will require more than just incremental upgrades — they will need a robust, scalable innovation engine that helps succeed in the face of:
- Macroeconomic challenges and shrinking remote customer interactions, which decrease investment appetites.
- Enterprise customers offshoring CX services to low-cost economies in Asia and Africa.
- Uncertainty about calculating the ROI of GenAI, which delays decision making and tech investments.
Harnessing Best Practices in CX Management
To help technology companies and CX providers develop long-term strategies in customer lifecycle management, Frost & Sullivan explored growth and innovation initiatives of CX management innovators across North and Latin America. The goal was to uncover new ways that can help create multilevel competitive advantages in CX management.
These best practices represent crucial drivers of success, empowering providers to develop omnichannel solutions, vertical-specific value propositions, integrated security protocols, and best-in-class technology orchestration:
- Tapping into advancements in GenAI, automation, analytics, agentic AI, natural language processing, machine learning, augmented reality/virtual reality, and the metaverse when redesigning CX workflows. This will not only simplify back- and front-office operations but also enable greater agent productivity.
- Implementing the right combination of people, processes, and technology strategies that maximize customer value. This includes factoring in employee experience and customization for different verticals, industries, and business functions.
- Integrating trusted third-party tools with internal data management practices for robust cybersecurity. This means forging partnerships with the right security firms for periodic awareness programs that mitigate threats from phishing scams, ransomware, and malware attacks.
Are your teams equipped with the right tools and technologies to implement these best practices in CX services?
To thrive in a dynamic, CX-driven economy, contact center companies must evolve beyond transactional support to deliver strategic, end-to-end CX services. This means embracing technologies like AI, omnichannel engagement, and predictive analytics while also prioritizing effective customer care, seamless customer interactions, and outcome-based pricing strategies. The question is — How will you align your organization’s current CX strategies with transformative forces in the BPO industry?
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