Across Europe, businesses are transforming their customer experience (CX) operations by adopting intelligent, automated, and cloud-based platforms designed to unify service delivery and boost customer value. A new report by the Information Services Group (ISG), a global technology research and advisory firm, highlights this rapid evolution.
According to the ISG Provider Lens Contact Center Customer Experience Services 2025 study, customer experience has shifted from a traditional support role to a core business strategy. Organizations are now prioritizing AI-powered, cloud-native omnichannel contact centers to enhance agility, efficiency, and satisfaction. By blending digital technologies with human expertise, these companies aim to ensure seamless engagement while turning contact centers into major drivers of business growth.
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“Forward-thinking companies today prioritize structured optimization and productivity gains over hiring,” said Wayne Butterfield, Partner at ISG. “This strategic shift reflects a global movement toward sustainable growth, at the heart of which lies CX excellence.”
Cloud migration stands at the center of this transformation. It enables scalability, flexibility, and supports the integration of remote work models. ISG notes that by embracing cloud-based Contact Center Customer Experience (CCCX) platforms, companies can quickly scale resources during peak demand, enhance service reliability, and lower infrastructure costs. These platforms also allow distributed teams to deliver consistent service standards. Furthermore, consumption-based pricing and reduced dependency on capital-intensive systems help European firms maintain financial agility amid market uncertainties.
At the same time, AI and automation are revolutionizing contact center operations. The study reveals that intelligent virtual assistants, generative AI (GenAI), and agentic AI systems now play a crucial role in enhancing customer interactions. These technologies enable predictive service interventions, real-time sentiment analysis, and faster issue resolution. Moreover, predictive analytics helps organizations identify and address service bottlenecks before they affect customers.
Integrating customer data platforms has also strengthened personalization. Unified customer profiles allow agents to provide accurate and contextual responses, improving customer satisfaction and loyalty.
Security and compliance remain vital as more companies transition to AI-powered, cloud-based operations. ISG emphasizes that the move toward remote work has intensified the need for strict adherence to regulations like the General Data Protection Regulation (GDPR) and the Payment Card Industry Data Security Standard (PCI DSS). To mitigate risks, modern CCCX platforms include multi-factor authentication, biometric access controls, and AI-powered monitoring. They also integrate compliance tools that maintain consistent and auditable data controls.
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“The European market is currently experiencing rapid growth in the area of modern CX, driven by customer expectations and business needs,” said Dr. Kenn Walters, lead author of the study. “Companies are looking for providers of innovative, automated solutions that improve the customer experience while also meeting regulatory requirements.”
Additionally, ISG’s report highlights growing trends such as the rise of self-service options and initiatives to enhance the agent experience, which in turn foster higher customer loyalty and productivity.
The study evaluates 27 providers across three quadrants Digital Operations, Intelligent Agent Experience, and Intelligent CX (AI & Analytics). Atento, Capita, Concentrix, Conduent, Firstsource, Foundever, Konecta, TP, and Transcom emerged as leaders in all three quadrants. HGS and Movate led in two, while Genpact, Wipro, and WNS led in one each.
IGT Solutions earned the Rising Star designation for its promising portfolio and strong growth potential. Notably, Konecta was recognized as the global ISG CX Star Performer for 2025, achieving the highest customer satisfaction scores in the ISG Voice of the Customer survey under the ISG Star of Excellence program, the top quality benchmark in the tech and business services industry.
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