Advancements in Generative AI and Data Analytics are Redefining Customer Experience and Driving Loyalty and Growth

Enterprises are increasingly adopting generative AI (Gen AI), advanced analytics, and automation to enhance CX and improve agent productivity. The introduction of agentic AI is expected to further elevate CX by autonomously performing complex tasks, enabling hyperpersonalized interactions, and improving operational efficiency. Voice-enabled technologies are poised to play a larger role as organizations prioritize aligning employee experience with AI-driven solutions. The seamless integration of customer, employee, and user experiences will be critical to building loyalty and driving business growth. Data integration challenges and evolving regulatory landscapes will push enterprises to balance innovation with compliance to transform the CX ecosystem effectively.

These emerging trends are covered in our CX Center Business Process Transformation 2024–2025 Market Insights™ and CX Center Business Process Transformation 2024–2025 RadarView™.

The report provides organizations with a view into the changing landscape of CX center services. It highlights key enterprise and outsourcing trends and identifies service providers that can help clients reshape their customer service functions.

Avasant evaluated 50 providers using three dimensions: practice maturity, domain ecosystem, and investments and innovation. Of those 50 providers, we recognized 29 who brought the most value to the market over the past 12 months.

The report recognizes service providers in four categories:

• • Leaders: Alorica, Concentrix, Foundever, Genpact, Sutherland, Teleperformance, TELUS Digital, and TTEC
  • Innovators: Atento, Cognizant, EXL, Firstsource, HCLTech, ResultsCX, TCS, Tech Mahindra, and Transcom
  • Disruptors: HGS, iQor, Infosys, Movate, Startek, WNS, and Wipro
  • Challengers: Conduent, Fusion CX, Hexaware, IGT solutions, and ibex

Figure 1 from the full report illustrates these categories:

“The integration of Gen AI and agentic AI is enabling firms to anticipate evolving customer expectations,” said Matthew Barlow, Avasant managing partner. “By harnessing AI-driven real-time language solutions, businesses are reimagining customer interactions to deliver personalized experiences.”

The reports provide several findings, including the following:

• • Global businesses are heavily investing in Gen AI, making capabilities such as case summarization, quality assurance, and sentiment analysis more cost-effective.
  • Innovative solutions such as accent-neutralization and AI translation are transforming customer interactions by enhancing clarity and inclusivity.
  • Enterprises continue to focus on omnichannel CX and hyperpersonalization. This is evident from about 40% of service provider revenue coming from channels other than phone calls.
  • Share of outcome-based pricing model, which rose by 10%–15% YOY, contributed to 18% of overall client engagements, emphasizing a focus on measurable results by firms.
  • Advanced data analytics, including predictive and prescriptive capabilities, are improving CX using customer journey mapping and forecasting behavior.

“As AI-driven solutions reshape CX, organizations face critical challenges in data privacy and compliance,” said Avasant Research Leader Aditya Jain. “The future lies in integrating secure AI solutions and aligning employee capabilities with customer expectations to drive satisfaction and loyalty.”

The RadarView also features detailed profiles of 29 service providers, along with their solutions, offerings, and experience in assisting organizations in their CX service transformation.

This Research Byte is a brief overview of Avasant’s CX Center Business Process Transformation 2024–2025 Market Insights™ and CX Center Business Process Transformation 2024–2025 RadarView™  (click for pricing).