"Smart Strategies, Giving Speed to your Growth Trajectory"

Customer Experience as a Service (CXaaS) Market Size, Share & COVID-19 Impact Analysis, By Service Type (Campaign Development, Cross Channel Marketing, Omni Channel Engagement, and Others), By Enterprise Size (Small and Medium Enterprise, Large Enterprise), By Industry (BFSI, IT and Telecom, Government, Retail and Consumer Packaged Goods, Manufacturing, Healthcare and Life Sciences, Media and Entertainment, and Others), and Regional Forecast, 2021-2028

Last Updated: April 29, 2024 | Format: PDF | Report ID: FBI106321



Play Audio Listen to Audio Version

The global customer experience as a service (CXaaS) market size was USD 1.45 billion in 2020. The market is projected to grow from USD 1.64 billion in 2021 to USD 4.17 billion in 2028 at a CAGR of 14.2% during the 2021-2028 period. The global impact of COVID-19 has been unprecedented and staggering, with the CXaaS platform witnessing a positive demand shock across all regions amid the pandemic. Based on our analysis, the global market exhibited a significant growth of 13.2% in 2020 as compared to year-on-year growth during 2017-2019. The steady rise in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.

The growth of global market is mainly driven by increasing adoption of digitization among various industry verticals, rapid integration of multichannel touchpoints, and a growing need for customer data analysis to drive business growth. Brands increasingly depend on customer experience management solutions to boost customer experience solutions, determine customer requirements, and manage customer interactions. The key players operating in the market enter into strategic partnerships and collaborations to integrate the customer experience as a service platform with several critical components and enhance their solutions. For instance,

  • In January 2021, Hexaware Technologies Ltd. announced a partnership with Active.AI, headquartered in Singapore. The partnership aims to provide next-generation Digital Customer Experiences for the Banking and Insurance Industries. The collaboration will enable omnichannel banking experiences powered by innovation for a better customer experience.

Such initiatives by key players are likely to propel the adoption of customer experience as a service among businesses.

COVID-19 Impact

Growth of Global Retail and E-commerce Industry to Boost Adoption of Customer Experience as a Service Platforms Amid COVID-19

The COVID-19 pandemic has a moderate impact on this market. COVID-19 has had a major influence on several core industries, such as manufacturing, logistics and transportation. On the other hand, due to a sudden increase in consumers, end-users such as retail, e-commerce, healthcare, and the public sector rapidly implemented Customer Experience Management (CEM) solutions during the pandemic.

For handling extensive customer data and satisfying consumer expectations, businesses are turning to customer experience services. E-commerce, logistics, online learning, food delivery, and online business collaboration are all seeing significant growth, putting pressure on their customer-facing applications and forcing them to adopt effective customer experience platforms. Key players operating in the market are taking key initiatives to offer companies end-to-end personalized experience services. This factor is expected to boost the demand for customer experience as a service during the spread of Covid-19. For instance,

  • In April 2021, TTEC Holdings, Inc., a leading CX technology and services company, acquired Avtex, an IT managed services company. This acquisition will complement TTEC’s CX-as-a-Service (CXaaS) technology and services platform. With this acquisition, TTEC plans to expand its global footprints in the CX services and technology industry.

Due to the increasing desire for a single customer view and decreased attrition rates during the COVID-19 crisis, there is a rise in demand for customer experience platforms. The adoption of sophisticated technology to provide a better customer experience is projected to expand exponentially, fueling the market's growth. The COVID-19 epidemic is reshaping the industry and has altered all company strategies in recent times.


Request a Free sample to learn more about this report.

Artificial Intelligence (AI) will Transform the Market by Unleashing Value Across Customer Experience Channels

AI is ushering in a new era of consumer experience (CX) strategy, design, and development. Leading businesses sort through AI trends and invest in sophisticated technology to support their customer experience initiatives. Artificial intelligence may be used to offer a smart, convenient, and informed customer experience at each step in the customer journey. This factor will result in reimagined customer experiences and personalized end-to-end customer journeys that seem more natural to customers. According to a study conducted by Microsoft Corporation, 95% of all customer interactions will be through AI-based communication channels by 2025.

Every customer interaction with a brand across various communication channels generates a trail of data that may be utilized to develop intelligence and determine the types of services to be provided. AI has enabled businesses to examine enormous amounts of data and manage any client history. AI-enhanced customer experience is being used in various areas, including improving customer support and service interactions, increasing returns, identifying issues, and improving website experience, message, and personalized offerings. This trend will result in reimagined customer experience and end-to-end customer journeys that are more personalized to customers.


Increasing Need for a Comprehensive Customer Experience Service Platform to Aid Growth

Brands increasingly rely on customer experience services to discover consumer needs and ensure that customer demands and corporate offerings are in line. Businesses are also integrating cloud-based technology, advanced analytics, and automation to offer highly tailored customer experiences, decrease churn rate, and promote brand loyalty. Companies are always focusing on adopting CX offerings that allow successful customer experience to stay competitive in the market. Throughout the customer experience industry, companies create partnerships and co-operate with other major players to provide customized services based on customer outcomes and data interpretation. For instance,

  • In May 2021, Tata Consultancy Services (TCS), a global leader in IT and consulting services, launched a cloud-based Subscription solution that leverages SAP business technology platform to help media companies to transform the customer experience.

  • In June 2018, Zendesk Inc. launched new collaboration and workflow tools to help organizations deliver better customer experience services. These tools are designed to help large organizations respond to customers' needs easily and quickly, deliver better customer needs, and help customer agents to collaborate with business professionals to solve customer issues.

These efforts by major players are assisting businesses in transforming their digital portfolios, eliminating friction in interactions, and establishing a culture of continual innovation that will enable them to make more fundamental organizational changes and enhance customer experience.


Difficulties in Receiving Constant Customer Feedback Through all Channels to Impede Market Progress

The customer interactions with enterprises matter for delivering effective customer experience suites and consistency throughout the customer journey. Businesses amass vast amounts of data through a number of channels to better understand consumer preferences, requirements, and purchase habits, among other attributes. With the constant expansion and complexity of touchpoints in the customer feedback process, businesses must enhance the speed of integration. Data is acquired from many touchpoints that are distinct from one another, and organizations must categorize the information depending on consumer needs and expectations. Due to the data set differentiation between different touchpoints, businesses and customer experience management teams find it difficult to structure it differently. To examine a huge number of structured and unstructured datasets, companies need to invest in resources.

Additionally, the companies must follow consumer protection policies such as General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) to comply with security legislation. In data thefts or security breaches, businesses may be subject to legal proceedings against consumers' data. This factor causes difficulties that hinder customer experience as a service from providing the best Return on Investment (ROI).


By Service Type Analysis

To know how our report can help streamline your business, Speak to Analyst

Cross Channel Marketing to Capture High market Share

The global market has been segmented into campaign development, cross-channel marketing, Omnichannel engagement, and others based on service type.

The cross-channel marketing segment captured the largest market share in 2020. The growing use of customer experience services to create an integrated, uniform experience across brands drives this segment's growth. Cross-channel marketing is a systematic, customer-focused digital marketing technique used by marketers worldwide to provide customers with a consistent experience while interacting with their brand across several digital channels.

The campaign development segment is expected to grow considerable CAGR over the forecast period. Adoption of campaign development techniques has increased as organizations strive for better success in the ever-changing digital revolution. For businesses, creating and tracking the progress of a yearly production plan has become critical. Companies have been able to tap into hidden growth factors, extend market perspectives, reach out to potential consumers, and achieve longer-term goals by developing campaigns based on customer expectations.

By Enterprise Size Analysis

Large Enterprises to Showcase Strong Improvement in Customer Experience as a Services Adoption

Based on enterprise size, the market is segmented into small and medium enterprise and large enterprise.

Large businesses are more likely to use customer experience as a service platform. Major-scale economics and resources are available for large companies to implement CXaaS platform. Large organizations are increasingly turning to customer experience as a service model to achieve customer-centricity across operations and stand out in today's competitive market.

The growth of customer experience as a services in SMEs will be driven by the increasing demand for customer experience and management platforms. Understanding customer behavior and preferences have become increasingly important for SMEs, prompting them to use customer experience services to provide the greatest service performance in real-time.

By Industry Analysis

Retail and Consumer Packaged Goods Industry is Projected to Experience a Healthy Growth Rate

Based on industry, the market is categorized into BFSI, IT and telecom, government, retail and consumer packaged goods, manufacturing, healthcare and life sciences, media and entertainment, and others.

The adoption of customer experience as a services platform will be high in the BFSI industry segment. The growing usage of CX technologies in the industry has been aided by mobile and online banking expansion. Banks and financial institutions focus more on customizing client experiences to earn public trust and establish long-term consumer loyalty. Moreover, with rising competitiveness, businesses are looking for different solutions that will enable them to understand the needs and behavior of their targeted audience and optimize their service offerings.

The retail and consumer goods segment is expected to witness the highest CAGR over the forecast period. The segment's growth would occur because of intense competition in the industry and firms' growing attention on digital preparedness and enhancing front desk experience through the use of digital technologies to minimize marketing expenses. The requirement for efficient analytical tools for simplifying the contextual engagement process with customers and using the data obtained for pattern analysis is also anticipated to promote CXaaS growth.


North America Customer Experience as a Service (CXaaS) Market, 2020 (USD Million)

To get more information on the regional analysis of this market, Request a Free sample

Geographically, the market is segmented across five major regions, namely, North America, Europe, Asia Pacific, the Middle East & Africa, and South America.

North America is expected to dominate the global market in terms of revenue and is expected to gain momentum on account of increased technological spending and high-tech infrastructure. The growth of the regional market is mainly attributed to the continuous digital transformation across various industries such as healthcare, retail, IT & telecommunications, among others. Furthermore, U.S. and Canadian businesses' increased expenditures and budget allocations for digital platforms and marketing contribute to regional market growth.

Europe captured a significant market share in the global market. One of the major reasons driving market growth in Europe is the rising use of AI-driven advanced analytics tools to provide personalized services to B2B and B2C customers. The number of SMEs in countries like Germany and the U.K. is constantly increasing and are deploying CEM solutions as part of their attempts to grow their regional and worldwide companies.

Asia Pacific is expected to showcase strong growth over the forecast period. Digital transformation has opened up plenty of endless opportunities for contact centers, and the Asia-Pacific region is seeing widespread adoption of customer experience platforms across various sectors. Furthermore, the growing demand for client retention drives businesses to focus on delivering various products and services that provide end-user satisfaction and may help businesses establish customer loyalty.

Middle East & Africa, and South America are expected to witness significant adoption of customer experience as a service platform. The rising use of automated CEM solutions in the regional market is facilitated by increased digitization of processes or infrastructure in the corporate sector. Through digital experiences, companies may obtain a deeper knowledge of the underlying requirements of end-users. Also, the growth of the regional retail and e-commerce sector is expected to contribute to the market's growth.


Key Players to Develop Effective Customer Experience as a Service Suites to Cater to Rising Demand among Consumers

Prominent companies operating in the market, such as TTEC Holdings, Inc., Oracle Corporation, Virtusa Corporation, Capgemini SE, among others, are focused on developing and offering efficient CX service suites. Also, the high competition in the market is forcing service providers to focus on acquisition strategies for strengthening their positions.

  • February 2021: Cisco Systems, Inc., a leading technology company, acquired IMImobile PLC, a leading communication software provider. By integrating IMImobile solution functionality into Webex Contact Center, Cisco aims to offer robust CXaaS offerings.


  • NTT DATA, Inc. (Tokyo, Japan)

  • Bain & Company, Inc. (Massachusetts, U.S.)

  • Zendesk, Inc. (California, U.S.)

  • TTEC Holdings, Inc. (Colorado, U.S.)

  • Capgemini SE (Paris, France)

  • IBM Corporation (New York, U.S.)

  • Hexaware Technologies Limited (Mumbai, India)

  • Oracle Corporation (Texas, U.S.)


  • Verint Systems (New York, U.S.)

  • Sutherland (New York, U.S.)

  • Adobe Inc. (California, U.S.)

  • Avaya (North Carolina, U.S.)

  • OpenText Corporation (Waterloo, Canada)


  • June 2019 - Hexaware Technologies Limited., a leading customer experience company acquired Mobiquity Inc. With this acquisition, the company aims to accelerate customer experience offerings and improve digital transformation among businesses.

  • March 2019 - Bain & Company, Inc. launched NPS Prism, a cloud-based CX service. This launch would help companies address business leaders' problems, such as progress against goals, a benchmark for gauging competitive performance, and a lack of reliable, high-quality net promoter score.


An Infographic Representation of Customer Experience as a Service (CXaaS) Market

To get information on various segments, share your queries with us

The customer experience as a service (CXaaS) market research report provides an in-depth market analysis. It focuses on key aspects such as leading companies, product industry, and leading product applications. Besides this, the report offers insights into the market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several key factors contributing to the market's growth over recent years.

Report Scope and Segmentation



Study Period

2017 – 2028

Base Year


Estimated Year


Forecast Period

2021 – 2028

Historical Period

2017 – 2019


Value (USD Billion)


By Service Type

  • Campaign Development

  • Cross Channel Marketing

  • Omni Channel Engagement

  • Others (Process Optimization, and others.)

By Enterprise Size

  • Small and Medium Enterprise

  • Large Enterprise

By Industry

  • BFSI

  • IT and Telecom

  • Government

  • Retail and Consumer Packaged Goods

  • Manufacturing

  • Healthcare and Life Sciences

  • Media and Entertainment

  • Others (Automotive, and others.)

By Region

  • North America (By Service Type, Enterprise Size, Industry)

    • U.S.

    • Canada

    • Mexico

  • Europe (By Service Type, Enterprise Size, Industry)

    • U.K.

    • Germany

    • France

    • Italy

    • Spain

    • Russia

    • Benelux

    • Nordics

    • Rest of Europe

  • Asia Pacific (By Service Type, Enterprise Size, Industry, Country)

    • China

    • India

    • Japan

    • South Korea

    • ASEAN

    • Oceania

    • Rest of Asia Pacific

  • The Middle East & Africa (By Service Type, Enterprise Size, Industry, Country)

    • Turkey

    • GCC

    • Israel

    • North Africa

    • South Africa

    • Rest of Middle East & Africa

  • South America (By Service Type, Enterprise Size, Industry, Country)

    • Brazil

    • Argentina

    • Rest of South America

Frequently Asked Questions

According to Fortune Business Insights, the global market is expected to reach USD 4.17 billion by 2028.

Fortune Business Insights says that the market stood at USD 1.45 billion in 2020.

The market is expected to grow at a CAGR of 14.2% during the forecast period (2021-2028).

Based on service type, the Cross-channel marketing segment is expected to lead the market.

The increasing need for a comprehensive customer experience service platform is one of the key drivers for market growth.

TTEC Holdings, Inc., Oracle Corporation, Virtusa Corporation, Capgemini SE are the top companies in the market.

The BFSI industry segment holds the major market share.

Seeking Comprehensive Intelligence on Different Markets?
Get in Touch with Our Experts

Speak to an Expert
  • 2017-2028
  • 2020
  • 2017-2019
  • 160

Personalize this Research

  • Granular Research on Specified Regions or Segments
  • Companies Profiled based on User Requirement
  • Broader Insights Pertaining to a Specific Segment or Region
  • Breaking Down Competitive Landscape as per Your Requirement
  • Other Specific Requirement on Customization
Request Customization Banner

Client Testimonials

“We are quite happy with the methodology you outlined. We really appreciate the time your team has spent on this project, and the efforts of your team to answer our questions.”

- One of the largest & renowned medical research centers based in the U.S. on a report on the U.S. NIPT Market.

“Thanks a million. The report looks great!”

- Feedback from a consultant on a report on the U.S. Beef Market.

“Thanks for the excellent report and the insights regarding the lactose market.”

- Brazil based company specializing in production of protein ingredients.

“I liked the report; would it be possible to send me the PPT version as I want to use a few slides in an internal presentation that I am preparing.”

- Global Digital Services Agency on a report on the Global Luxury Goods Market.

“This report is really well done and we really appreciate it! Again, I may have questions as we dig in deeper. Thanks again for some really good work.”

- U.S.-based biotechnology company focussing on treatment of chronic pain.

“Kudos to your team. Thank you very much for your support and agility to answer our questions.”

- Europe-based provider of solutions to automate data centre operations.

“We appreciate you and your team taking out time to share the report and data file with us, and we are grateful for the flexibility provided to modify the document as per request. This does help us in our business decision making. We would be pleased to work with you again, and hope to continue our business relationship long into the future.”

- India-based manufacturer of industrial and specialty intermediates with a strong global presence.

“I want to first congratulate you on the great work done on the Medical Platforms project. Thank you so much for all your efforts.”

- One of the largest cosmetics company in the world.

“Thank you very much. I really appreciate the work your team has done. I feel very comfortable recommending your services to some of the other startups that I’m working with, and will likely establish a good long partnership with you.”

- U.S. based startup operating in the cultivated meat market.

“We received the below report on the U.S. market from you. We were very satisfied with the report.”

- Global hearing aids manufacturer.

“I just finished my first pass-through of the report. Great work! Thank you!”

- U.S. based solar racking solutions provider.

“Thanks again for the great work on our last partnership. We are ramping up a new project to understand the imaging and imaging service and distribution market in the U.S.”

- World’s leading advisory firm.

“We feel positive about the results. Based on the presented results, we will do strategic review of this new information and might commission a detailed study on some of the modules included in the report after end of the year. Overall we are very satisfied and please pass on the praise to the team. Thank you for the co-operation!”

- Germany based machine construction company.

“Thank you very much for the very good report. I have another requirement on cutting tools, paper crafts and decorative items.”

- Japanese manufacturing company of stationery products.

“We are happy with the professionalism of your in-house research team as well as the quality of your research reports. Looking forward to work together on similar projects”

- One of the Leading Food Companies in Germany

“We appreciate the teamwork and efficiency for such an exhaustive and comprehensive report. The data offered to us was exactly what we were looking for. Thank you!”

- Intuitive Surgical

“I recommend Fortune Business Insights for their honesty and flexibility. Not only that they were very responsive and dealt with all my questions very quickly but they also responded honestly and flexibly to the detailed requests from us in preparing the research report. We value them as a research company worthy of building long-term relationships.”

- Major Food Company in Japan

“Well done Fortune Business Insights! The report covered all the points and was very detailed. Looking forward to work together in the future”

- Ziering Medical

“It has been a delightful experience working with you guys. Thank you Fortune Business Insights for your efforts and prompt response”

- Major Manufacturer of Precision Machine Parts in India

“I had a great experience working with Fortune Business Insights. The report was very accurate and as per my requirements. Very satisfied with the overall report as it has helped me to build strategies for my business”

- Hewlett-Packard

“This is regarding the recent report I bought from Fortune Business insights. Remarkable job and great efforts by your research team. I would also like to thank the back end team for offering a continuous support and stitching together a report that is so comprehensive and exhaustive”

- Global Management Consulting Firm

“Please pass on our sincere thanks to the whole team at Fortune Business Insights. This is a very good piece of work and will be very helpful to us going forward. We know where we will be getting business intelligence from in the future.”

- UK-based Start-up in the Medical Devices Sector

“Thank you for sending the market report and data. It looks quite comprehensive and the data is exactly what I was looking for. I appreciate the timeliness and responsiveness of you and your team.”

- One of the Largest Companies in the Defence Industry
We use cookies to enhance your experience. By continuing to visit this site you agree to our use of cookies . Privacy.