Enterprises are focusing on implementing a unified customer experience (CX) strategy and eliminating data silos by investing in emerging technologies and tools such as CRM, data management platforms, customer data platforms, marketing automation platforms, and business intelligence tools to improve customer insights, enable omnichannel content personalization, increase customer loyalty, streamline operations, and offer proactive customer support. Service providers are also developing generative AI-powered industry-specific solutions targeting use cases such as streamlining marketing and call center operations for healthcare, personalizing marketing campaigns, and offering AI assistants for guided selling and self-service for telecommunications.
Both demand-side and supply-side trends are covered in our Digital CX Services 2024 Market Insights™ and Digital CX Services 2024 RadarView™, respectively. These reports present a comprehensive study of digital CX service providers, including top trends, analysis, and recommendations. We also take a close look at the market leaders, innovators, disruptors, and challengers.
Avasant evaluated 49 vendors using three dimensions: practice maturity, partner ecosystem, and investments and innovation. Of these, we recognized 26 providers who brought the most value to the market over the past 12 months.
The RadarView recognizes service providers in four categories:
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- Leaders: Accenture, Capgemini, Cognizant, HCLTech, IBM, Infosys, and Wipro
- Innovators: Deloitte, EY, LTIMindtree, NTT DATA, TCS, and Tech Mahindra
- Disruptors: Atos, Birlasoft, Brillio, DXC, ITC Infotech, Publicis Sapient, and Zensar
- Challengers: Coforge, Mphasis, Persistent Systems, Stefanini, UST, and Virtusa
The following figure from the full report illustrates these categories:
“To enhance omnichannel personalization and streamline CX, organizations need to eliminate data silos and create a unified CX strategy,” said Libby Roney, Avasant fellow. “Tools such as CRM, data management platforms, and marketing automation platforms can help enterprises enable real-time data consolidation and improve digital CX ROI.”
The reports provide a number of findings, including the following:
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- Manufacturing, retail, and healthcare are the top three industries showing traction for digital CX services. Manufacturers are focusing on personalizing the B2B experience, retail and CPG enterprises are building marketing automation solutions and personalized loyalty programs to improve customer retention and sales, and the healthcare and life sciences industry is leveraging an omnichannel customer engagement strategy to improve the patient experience at every touchpoint.
- Enterprises are utilizing tools such as CRM, data management platforms, customer data platforms, and marketing automation platforms to effectively manage and analyze customer data, improve customer insights, enable omnichannel content personalization, increase customer loyalty, and streamline operations.
- Service providers are developing industry-specific generative AI solutions for CX to help enterprises streamline marketing and customer service operations.
- Over 60% of investments of service providers delivering digital CX services are dedicated to talent development and practice growth.
“Enterprises are integrating generative AI to enhance customer service and marketing operations,” said Ashutosh Darmal, senior analyst at Avasant. “They are leveraging generative AI to generate sales leads, deploy dynamic omnichannel campaigns, and offer proactive customer support to improve customer satisfaction and process efficiency.”
The Digital CX Services 2024 RadarView™ also features detailed profiles of 26 service providers, along with their solutions, offerings, and experience in enabling digital CX transformation.
This Research Byte provides a brief overview of Avasant’s Digital CX Services 2024 Market Insights™ and Digital CX Services 2024 RadarView™. (Click here for pricing.)