Customer Experience Management in North America, Forecast to 2030

The customer experience (CX) management market is projected to grow steadily throughout the forecast period. This expansion is primarily driven by 2 key factors: (1) the increasing recognition of CX as a strategic differentiator, and (2) the rising trend among businesses to outsource their CX operations.

Generative AI is set to be a major disruptor in this space. Its transformative capabilities will significantly boost agent productivity and enable broader adoption of self-service solutions, often minimizing the need for human intervention.

The impact of generative AI will differ across the customer service ecosystem. While both in-house and outsourced operations will be affected, the outsourcing sector is expected to benefit more. As CX operations become more complex, more organizations will turn to external providers, fueling growth in the outsourcing industry.

Frost & Sullivan anticipates a reduction in full-time equivalent (FTE) roles due to generative AI. However, this will be offset by the emergence of new types of customer interactions, which will require contact center agents to be re-skilled.

Businesses are demanding continuous process improvements and rapid innovation. To stay competitive, they are seeking agile CX partners that can accelerate time-to-market. Success will depend on the right combination of talent, processes, and technology, enabling providers to deliver reliable and adaptive transformation capabilities.

As automation handles more routine tasks, the interactions that reach live agents are becoming increasingly complex, leading to longer average handle times (AHT). To address this, companies are investing in tools that enhance agent performance, such as real-time guidance, next-best-action suggestions, and intelligent routing.

Many organizations now view contact centers as revenue-generating hubs. These centers offer valuable opportunities for cross-selling and upselling, especially during natural customer touchpoints such as contract renewals or billing inquiries. As a result, contact centers are becoming integral to broader revenue growth strategies.

This study provides a detailed assessment of the CX management market in North America, including market shares, segmentations, and forecasts for several variables, such as number of full-time employees (FTEs), fulfillment region, industry vertical, born-digital versus traditional companies, channel of contact, and service function. The base year is 2024, and forecasts extend to 2030.

Author: Sebastian Menutti