ISG to Study Contact Center, Customer Experience Services

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Key Terms

agentic ai technical

Agentic AI refers to computer systems that can make their own decisions and take actions without needing someone to tell them what to do each time. It's like giving a robot a degree of independence to solve problems or achieve goals on its own, which matters because it could change how we work and interact with technology in everyday life.

generative ai technical

Generative AI is a type of computer technology that can create new content, like text, images, or music, on its own. It’s important because it can produce realistic and useful material quickly, which could change how we create art, write stories, or even develop new products. Think of it as a smart robot that can invent and produce things almost like a human.

contact center as a service (ccaas) technical

A cloud-based service that provides the software and infrastructure companies use to run phone, chat, email and other customer support operations without owning the equipment or data centers. Think of it as renting a fully furnished call center that scales up or down on demand; for investors this matters because it tends to create recurring subscription revenue, predictable margins, faster customer onboarding, and measurable impacts on customer retention and operating costs.

workflow orchestration technical

Workflow orchestration is the automated coordination of a series of tasks and systems so work happens in the right order, at the right time, without manual intervention — like a conductor ensuring each musician comes in on cue. For investors, it matters because better orchestration can cut costs, speed up operations, reduce errors and compliance risk, and make a business easier to scale and measure, all of which can affect profitability and reliability.

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07/24/2026 - 09:00 AM

Upcoming ISG Provider Lens^® report will evaluate providers delivering intelligent, connected and AI-enabled customer experience operations

STAMFORD, Conn.--(BUSINESS WIRE)-- Information Services Group (ISG) (Nasdaq: III), a global AI-centered technology research and advisory firm, has launched a research study examining service providers that help enterprises modernize contact center operations and transform customer experience (CX) through AI-led technologies and intelligent service delivery.

The study results will be published in a series of comprehensive ISG Provider Lens^® reports, called Contact Center — Customer Experience Services, scheduled to be released in December 2026. The reports will cover companies offering services for intelligent CX operations and CX modernization.

Enterprise buyers will be able to use insights from the reports to evaluate their current vendor relationships, identify potential new engagements and compare available offerings. ISG advisors will use the research to guide clients through increasingly complex transformation and platform investment decisions.

As AI, changing workforce expectations and demand for seamless engagement reshape CX requirements, enterprises are rethinking their operating models and technology ecosystems. Organizations are investing in generative AI, agentic AI, cloud-based contact center platforms and workflow automation to improve customer interactions while simplifying operations. They expect providers to offer innovation, agility and industry expertise to help them build future-ready CX ecosystems that deliver measurable business value.

“The future of customer experience depends on more than adopting new technologies,” said Namratha Dharshan, principal analyst at ISG. “Enterprises are increasingly looking for providers that can help them improve operational efficiency while delivering more personalized interactions.”

ISG has distributed surveys to more than 110 contact center and customer experience service providers. Working in collaboration with ISG’s global advisors, the research team will produce two quadrants representing the contact center and customer experience services the typical enterprise is buying, based on ISG’s experience working with its clients. The two quadrants are:

Intelligent CX Operations, evaluating providers that deliver integrated, AI-enabled contact center services to help enterprises improve customer and agent experiences through managed operations, intelligent automation and data-driven insights.
CX Modernization Services, assessing providers that help enterprises modernize customer experience environments through contact center as a service (CCaaS), cloud migration, AI-driven automation, workflow orchestration and platform modernization.

Geographically focused reports from the study will cover the global contact center and customer experience services market and examine products and services available in Australia, Brazil, Europe and the global market. ISG analysts Dr. Kenn Walters (Europe and Global), Namratha Dharshan (Australia) and Elia San Miguel (Brazil) will serve as authors of the reports.

A list of identified providers and vendors and further details on the study are available in this digital brochure. Companies not listed as contact center and customer experience service providers can contact ISG and ask to be included in the study.

All 2026 ISG Provider Lens evaluations feature expanded customer experience (CX) data capturing real-world enterprise feedback on specific provider services and solutions, based on ISG’s continuous CX research.

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 and research, in-depth knowledge and governance of provider ecosystems, and the expertise of its 1,500 professionals worldwide working together to help clients maximize the value of their technology investments.