Enterprises Redefine CX Centers Around Intelligence, Integrated Workflows, and Outcome Accountability

Enterprises will transition to AI‑first CX models powered by generative AI, agentic AI, conversational AI, predictive analytics, and cloud‑native CCaaS platforms to automate routine demand and intelligently orchestrate customer journeys. They will use AI copilots, real‑time decision engines, autonomous workflows, and smart knowledge systems to deliver faster resolution and proactively prevent issues, while human agents will focus only on complex, emotional, or high‑value interactions. However, this evolution will also bring practical challenges—enterprises will face data fragmentation, legacy integration hurdles, new AI governance demands, and workforce upskilling gaps as automation reshapes roles and processes. Despite these constraints, CX will move toward becoming a predictive, automated, and outcomes‑driven engine, with success hinging on an organization’s ability to modernize infrastructure, unify data, and maintain the right balance between human judgment and AI‑led efficiency.

These emerging trends are covered in our CX Center Business Process Transformation 2025–2026 Market Insights™ and CX Center Business Process Transformation 2025–2026 RadarView™.

The reports provide organizations with a view into the changing landscape of CX center services. They highlight key enterprise and outsourcing trends and identify service providers that can help clients reshape their customer service functions.

Avasant evaluated 60 providers across two dimensions: practice maturity and future proofing. Of those 60 providers, we recognized 35 who brought the most value to the market over the past 12 months.

The report recognizes service providers in five categories:

• • Leader: Alorica, Concentrix, Foundever, Genpact, Sutherland, Teleperformance, TELUS Digital, and TTEC
  • Innovator: Accenture, Cognizant, EXL, Firstsource, HCLTech, ResultsCX, TCS, Tech Mahindra, and Wipro
  • Disruptor: Atento, iQor, Infosys, Startek, Transcom, VXI, and WNS
  • Challenger: Conduent, Hexaware, HGS, Movate, IGT Solutions, and ibex
  • Tech Pioneer: Five9, NICE, Sprinklr, Talkdesk, and Verint

Figure 1 from the full report illustrates these categories:

“Enterprises are redesigning CX around intelligence and accountability, not scale, integrating AI routing, automation, and real-time quality despite fragmented data and legacy systems,” said Ashwin Waghela, Avasant partner. “CX is shifting to models where every interaction, cost, and outcome must be traceable.”

The reports provide several findings, including the following:

• • Contract renewals are being used as strategic reset points, with enterprises moving away from seat‑based pricing toward models tied to measurable business outcomes, driven by rising cost pressures and the need for performance transparency.
  • Automation handles the majority of routine, low‑complexity interactions, while human agents focus on emotional, complex, and revenue‑critical moments, improving both efficiency and experience quality.
  • Customer service still absorbs 60% of head count, yet revenue is increasingly driven by higher‑complexity functions such as analytics, strategy, and technical support, signaling early nonlinear scaling.
  • CX providers are industrializing AI across agents, quality, workflows, and infrastructure, creating enterprise‑grade platforms that enable end-to-end scaling of automation and orchestration.
  • Voice continues to soften, dropping to 46% of total volume in 2025 as digital and self‑service channels expand.

“CX centers are moving from channel availability to intentional, AI-guided design—automation handles predictable demand, while agents focus on judgment-led work,” said Aditya Jain, associate research director at Avasant. “The real challenge is aligning workflows, data, and teams to support AI’s potential.”

The RadarView also features detailed profiles of 35 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 2025–2026 Market Insights™ and CX Center Business Process Transformation 2025–2026 RadarView™. (Click for pricing.)