This blog is based on 2 competitive analyses, Frost Radar™: Customer Experience Platforms 2025: EMEA and North America, authored by Frost & Sullivan’s growth expert, Bernardin Arnason from the Contact Center Solutions team.
Today’s businesses are under immense pressure to enable context-aware, hyper-personalized interactions across multiple channels to maximize customer engagement, lifetime customer value, and growth. As a result, customer experience (CX) execution isn’t limited to just contact center services anymore, it encompasses end-to-end customer journey orchestration. This casts the limelight on customer experience platforms (CXPs), that bring together data, automation, analytics, and orchestration into a unified platform. For businesses contending with ever-changing customer demands, macroeconomic volatility, and tighter technology budgets, CXPs are no longer optional — they’re mission-critical.
Frost & Sullivan has comprehensive strategies of leading CXP providers in regions like EMEA (Europe, Middle East, Africa), NA (North America), and APAC (Asia Pacific).
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This highlights innovative CXP solutions from companies like NiCE, Genesys, AWS, and more!
Further, CXP revolution is fueled by 5 critical headwinds:
- Omnichannel experience is table stakes: Customers want context to follow them across voice, digital, social, and emerging channels for better continuity in interactions.
- Growing AI maturity: Enterprises expect AI to drive measurable CX outcomes and value, not just background efficiencies. Consequently, intelligent automation, generative AI (GenAI), and agentic AI are becoming core differentiators that determine how CXPs perform and deliver results.
- Multi-agent architecture: Organizations want to move beyond static chatbots toward AI systems capable of autonomous decision-making, multi-step problem resolution, proactive journey orchestration, and effective self-service.
- Addressing security vulnerabilities: The proliferation of AI, cloud-based services, distributed CX operations, and platform integrations is rendering traditional security models obsolete. Now, increasingly stringent data sovereignty mandates are pushing CXPs to embrace zero trust architectures, AI-specific guardrails, and continuous monitoring.
- Partner Ecosystems: As CX ecosystems expand, strategic partnerships that mitigate integration complexity are becoming key differentiators.
Are you equipped to identify growth opportunities and best practices while capitalizing on the CXP advantage?
A Deep Dive into CX Platforms: Transformation In Action
Creating Competitive Differentiation in the CXP Ecosystem
Going forward CXP providers are gearing up to enable solution differentiation through:
- Tailored offerings that are customized for different industry verticals.
- Pre-built integrations with third-party application marketplaces.
- Higher interoperability with popular CRM tools and customer service platforms.
- Innovation in AI-first automation.
Which other parameters will you monitor to optimize CX management in your organization?
Growth Opportunities in CX Platforms
Knowing where to grow is as crucial as knowing how in this competitive landscape. Frost & Sullivan’s exclusive opportunity mapping helps CXP providers uncover new growth hotspots, align with emerging megatrends, and design strategies that deliver more meaningful business impact.
Here are five powerful growth avenues to prepare for:
- Vertical-specific solutions: Enterprises of the future will require verticalized offerings, with solutions that are tailored for specific industries like healthcare, finance, government services, and utilities. CXPs that build industry-ready modules and pre-configured workflows with AI-powered automation, can increase credibility and accelerate sales cycles.
- Small and mid-size businesses (SMBs): While enterprises remain predominant customers, SMBs are also exploring new avenues in CX management. Pay-as-you-go, cloud-based models are increasing in popularity, with SMBs seeking more value and simplicity. By focusing on partner-led delivery, modular AI toolkits, and competitively priced service bundles catered to SMB requirements, CXP providers can capitalize on this segment.
- Migration from On-premises: The ongoing shift from on-premises systems to the cloud continues to open new opportunities. Providers can take advantage of this momentum by developing bundled migration packages, hybrid options, and phased adoption models that facilitate this transition for enterprises. The key lies in balancing innovation with interoperability across legacy systems.
- Europe’s InvestAI Initiative: The €200 billion InvestAI initiative is expected to trigger advancements in locally controlled infrastructure, particularly sovereign cloud solutions. Providers who lack robust data sovereignty capabilities run the risk of lagging behind, especially in regulated industries.
- Public Sector Transformation: In the U.S. and Canada, the public sector is finally prioritizing long-overdue CX modernization. With new funding, digital inclusion goals, and citizen-centric initiatives driving the demand, this segment is ripe for growth. Providers that meet FedRAMP or GovRAMP standards and understand the nuances of public operations can turn these complex projects into long-term revenue streams.
Do you have the analytical tools to calculate the ROI potential of these opportunities?
CXP Best Practices You Can’t Afford to Miss
The customer experience space is constantly evolving. Tech buzzwords no longer impress buyers; instead, they seek evidence, transparency, interoperability, and measurable CX gains. This means that having the best technology isn’t enough; what matters is how well providers are able to connect CXP innovation to quantifiable returns on investment (ROI).
Going forward, these best practices can help them translate technology into trust, and intelligence into impact:
- Making the Switch from Features to Quantifiable ROI: Enterprise customers are weary of ambiguous promises of automation. The tangible CX impact a platform can provide is what matters most to them. Providers that help their sales and marketing teams translate technical prowess into quantifiable outcomes stand to gain long-term advantages.
- Precision Marketing with ABM: Providers are focusing on account-based marketing (ABM) to maximize CXP revenues. Instead of broad campaigns, ABM zeroes in on high-value customers, connecting providers with relevant decision-makers through tailored messaging and content. CXP companies can thereby address growth challenges by focusing on high-impact opportunities from the start.
- Investing in Brand Transformation: Providers will find themselves better positioned to impact enterprise decisions if they continuously exhibit their AI focus through executive engagement, thought leadership, and strategic storytelling. This implies shifting the focus from feature-based campaigns to highlight trust, reliability, and the ability to guide organizations through the CX transformation.
For a detailed look into regional variations in CX growth priorities, download individual Frost Radar™ analyses:
- Seamless Integrations: Enterprises are moving away from standalone platforms, towards unified tools that plug into existing systems more easily (from ticketing and CRM platforms to vertical-specific apps). Providers can increase their chances of outperforming rivals by prioritizing developer-friendly application programming interfaces (APIs), low-code options, and more flexible integrations.
- Proprietary Data Intelligence Platforms: As businesses place greater emphasis on personalized experiences, the ability to use AI for customer journey orchestration is emerging as a crucial differentiator. Providers with proprietary data intelligence platforms offer a clearer advantage, allowing for deeper insights, more accurate predictive routing, and richer journey mapping.
Which growth processes will help your teams implement these best practices?
Future-ready CX begins with smart orchestration, seamless integration, and AI-driven personalization. The question is — are you ready to lead the change?
Talk to our CX Management and Contact Center Solutions experts for strategic intelligence on evolving CXP performance standards, industry whitespaces, best practices and emerging growth opportunities.
Alternatively, you can also write to us at [email protected].
