Companies invest in new technologies, workforce training to enable faster resolutions, predictive customer interactions, ISG Provider Lens® report says
Enterprises are elevating contact centers from transactional hubs to centers of business growth using AI, according to a new research report published today by Information Services Group (ISG) (Nasdaq: III), a global AI-centered technology research and advisory firm.
The 2025 ISG Provider Lens® global Contact Center — Customer Experience Services report finds that the adoption of generative AI (GenAI), agentic AI and analytics has redefined how organizations manage customer interactions, measure success and align operations with long-term business goals.
"Contact centers have become key differentiators in enterprise growth strategies," said Wayne Butterfield, ISG partner, digital solutions. "AI-enabled customer experience solutions are helping organizations move from reactive support to differentiated engagement, fueling a new wave of consumer fandom for those that are getting it right."
AI is transforming contact centers into intelligent operations that improve service quality and productivity, the report says. Many organizations are achieving significant gains by integrating AI with core data and knowledge management frameworks, enhancing automation and personalization. Enterprises are expanding the use of GenAI for real-time call summarization, conversational assistance and analytics, enabling faster resolutions and consistent service. AI-powered accent neutralization, which service providers are beginning to offer through technology partners, can blur geographic boundaries and give companies more flexibility in deciding where to locate or source operations.
Many enterprises adopting AI face difficulties when trying to scale solutions beyond pilot projects, ISG says. While promising AI use cases may deliver substantial outcomes at the proof-of-concept stage, it is not always clear how to expand AI adoption while maintaining the same impact. Data quality issues, integration with legacy systems and limited transformation budgets often delay full deployments. Organizations are reassessing investment priorities to balance innovation with measurable outcomes, using modular, repeatable AI platforms that support multiple use cases across different functions. This disciplined approach ensures scalability and sustainable return on investment while minimizing operational disruption.
Enterprises are also reshaping workforce strategies to match new technology demands, the report says. Contact center agents are becoming brand ambassadors capable of using AI insights to manage complex interactions. Upskilling initiatives and continuous learning programs are now central to enterprise transformation, with AI literacy emerging as a critical workforce requirement.
"Organizations that align people, data and technology are realizing the greatest value from AI in customer experience," said Namratha Dharshan, chief business leader, ISG Provider Lens Research, and lead author of the report. "As service providers increase investments in specialized talent and solutions, enterprises are actively engaging with them to modernize contact centers and carry out AI strategies."
The report also explores other contact center customer experience trends, including the shift toward omnichannel engagement models and the increasing importance of responsible AI governance in customer experience functions.
For more insights into the contact center customer experience challenges enterprises face, along with ISG's advice for addressing them, see the ISG Provider Lens® Focal Points briefing here.
The 2025 ISG Provider Lens® global Contact Center — Customer Experience Services report evaluates the capabilities of 34 providers across three quadrants: Digital Operations, Intelligent Agent Experience and Intelligent CX (AI & Analytics).
The report names Concentrix, Foundever, Genpact, HGS, Konecta, Sutherland, TP, Transcom and WNS as Leaders in all three quadrants. It names Atento and Movate as Leaders in two quadrants each. Cognizant, Conduent, Firstsource, Hexaware, Tech Mahindra and TTEC are named as Leaders in one quadrant each.
In addition, Firstsource and HCLTech are named as Rising Stars — companies with a "promising portfolio" and "high future potential" by ISG's definition — in two quadrants each. ResultsCX is named as a Rising Star in one quadrant.
In the area of customer experience, Konecta is named the global ISG CX Star Performer for 2025 among contact center service providers. Konecta earned the highest customer satisfaction scores in ISG's Voice of the Customer survey, part of the ISG Star of Excellence™ program, the premier quality recognition for the technology and business services industry.
Customized versions of the report are available from Firstsource Solutions, Hexaware, WNS and Transcom.
The 2025 ISG Provider Lens® global Contact Center — Customer Experience Services report is available to subscribers or for one-time purchase on this webpage.
About ISG Provider Lens® Research
The ISG Provider Lens® Quadrant research series is the only service provider evaluation of its kind to combine empirical, data-driven research and market analysis with the real-world experience and observations of ISG's global advisory team. Enterprises will find a wealth of detailed data and market analysis to help guide their selection of appropriate sourcing partners, while ISG advisors use the reports to validate their own market knowledge and make recommendations to ISG's enterprise clients. The research currently covers providers offering their services globally, across Europe, as well as in the U.S., Canada, Mexico, Brazil, the U.K., France, Benelux, Germany, Switzerland, the Nordics, Australia and Singapore/Malaysia, with additional markets to be added in the future. For more information about ISG Provider Lens research, please visit this webpage.
About ISG
ISG (Nasdaq: III) is a global AI-centered technology research and advisory firm. A trusted partner to more than 900 clients, including 75 of the world's top 100 enterprises, ISG is a long-time leader in technology and business services that is now at the forefront of leveraging AI to help organizations achieve operational excellence and faster growth. The firm, founded in 2006, is known for its proprietary market data, in-depth knowledge of provider ecosystems, and the expertise of its 1,600 professionals worldwide working together to help clients maximize the value of their technology investments.
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