Frost Radar：2025年拉丁美洲客户经验平台市场

Frost Radar: Customer Experience Platforms in Latin America, 2025

出版日期: 2025年08月20日 | 出版商:

Frost & Sullivan | 英文 26 Pages | 商品交期: 最快1-2个工作天内

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简介目录

推动商业行动的基准测试系统－创新推动新的交易流程和成长管道

Frost Radar™ 使用 Frost Radar™ 方法强调的成长和创新分数对拉丁美洲客户经验(CX) 平台产业的主要企业进行排名。

CX 平台能够协调现代客户在整个客户旅程中跨多个管道和接触点的复杂互动，从而提供无缝、一致且个性化的 CX。要纳入此 Frost Radar™ 分析，提供者必须提供完善的客服中心产品。不包括相关解决方案提供者。

虽然 Frost & Sullivan 对该行业的研究涵盖了近 100 家服务供应商和解决方案供应商，但 Frost Radar™ 根据市场覆盖率、用户采用率、增长率、产品创新和 CX 对 19 家最重要的公司进行了基准测试。

Frost & Sullivan 会分析同一产业内的众多公司。根据领导力或其他卓越表现，选定需要进一步分析的公司，并根据 10 项成长和创新标准进行基准测试。这家上市公司为 Frost Radar™ 上的每一家公司提供竞争概况，分析每家公司的优势以及与这些优势最契合的商业机会。

成长指数透过评估公司製定和执行完全一致的成长策略和愿景、强大的成长通路系统以及专注于市场、竞争对手和最终用户的有效销售和行销策略的能力来评估公司的成长记录和业绩。

创新指数评估一家公司清晰理解颠覆性大趋势并开发全球适用、可发展和扩展以服务多个市场并与不断变化的客户需求保持一致的产品、服务和解决方案的能力。

策略要务与成长环境

策略要务

儘管客户体验 (CX) 平台的创新正在加速，但客户满意度却在下降。客户服务协会 (Institute of Customer Service) 的数据显示，许多人工智慧 (AI) 的实施优先考虑降低成本，而非提升客户体验。鑑于 80-90% 的客户服务成本来自人事费用，人工智慧自动化和自助服务可以显着节省成本。拉丁美洲的一些组织已经将其客服人员数量减少了 10-20%。
然而，这种效率至上的思维方式往往会让客户不满意，凸显了将重点从降低成本转移到改善体验的重要机会。
品牌认知与顾客现实之间的差距依然巨大。近20年前，贝恩公司就强调了「交付差距」这个问题：80%的公司认为自己提供了卓越的客户体验，但只有8%的客户认同这一点。 Acquia最近发布的数据显示，这种差距依然存在：82%的行销人员认为他们满足了客户的期望，但只有10%的消费者非常认同。
当今的经济不确定性加剧了这一挑战，它导致预算紧缩，并迫使企业在投资方面更加谨慎。
然而，客户体验专用 AI 解决方案的需求正在成长。如今，企业需要超越自动化、安全且可扩展的领域专用 AI 工具。生成式 AI 和大规模语言模型正在重新定义可能性，它们为客服人员配备智慧工具并自动执行日常任务，使他们能够专注于复杂且高价值的互动。
CX 的未来在于增强而非取代人性化的人工智慧。
客服中心解决方案、CRM（客户关係管理）、通讯平台以及其他客服中心解决方案（例如员工敬业度管理 [WEM]、培训、指导、分析）之间的界限正在变得模糊。所有这些解决方案都在融合，而供应商之间的竞争也不断扩大和加剧。想要从竞争对手中脱颖而出变得越来越困难。
代理桌面的争夺战正在升温，所有竞争对手都希望客户使用他们的桌面并将第三方解决方案整合到其中。
完善的产品组合以及将生成式人工智慧融入大多数客服中心流程，是维持客户体验平台领域竞争力的先决条件。现今的套件不仅能够管理入境和呼出语音及数位客户互动，还能：
全通路 CX编配
文字和语音自助服务和自动驾驶
代理协助和副驾驶
知识管理
员工管理和参与
自动化品质监控
自动转录和摘要
针对多种工具（CRM、WEM、企业资源规划 [ERP]、人力资源优化[WFO]、分析、指导、培训、专用交换机 [PBX]、整合通讯[UC]）的开放 API 以及与第三方或专有解决方案的深度预配置整合。
能够自订部署架构（本地端、云端、混合式、多重云端）并建立迁移路径。

成长环境

CX 平台供应商必须支援 CX 转型，推动自动化和人工智慧，并降低客户成本。这导致客服中心席位减少，交易规模缩小，尤其是对于专注于语音业务的公司。因此，领先的供应商正在围绕 CX 转型建立更深入、更深入的伙伴关係，同时提高平均交易规模。
随着客户体验 (CX) 成为竞争格局的关键差异化因素，拉丁美洲各地的企业正透过提供无缝、个人化且令人难忘的客户旅程来加速发展。对卓越客户体验的需求正在刺激市场持续扩张，并创造新的成长机会。
WFO、WEM 和高级分析解决方案越来越受到关注，尤其是在银行、金融服务、保险 (BFSI) 和零售业的大型企业中，因为它们优先考虑现场和远端代理的员工体验，同时实现超个人化的客户互动。
云端基础的CCaaS 的采用情况因地区而异，但历史上采用率较低的国家正在迅速赶上。墨西哥、秘鲁、厄瓜多和巴拉圭引领成长，而智利、哥伦比亚、巴西以及中美洲和加勒比地区部分地区（这些地区的采用率原本就很高）的成长正在放缓。总体而言，拉丁美洲 CCaaS 市场预计将强劲成长，从 2024 年的 3.96 亿美元成长至 2029 年的 8.646 亿美元，年复合成长率为 16.9%。
虽然 Odigo、8x8、RingCentral、Content Guru、Thrio、GoContact (Broadvoice) 和 Zoom 等全球客户体验平台供应商尚未在该地区产生重大影响，但 Tecnvoz 和 Digivox 旗下的 Smartspace 等本地企业正在迅速崛起。 Frost & Sullivan 预计，未来版本的《Frost Radar™：2025 年拉丁美洲客户经验平台》将反映出更具活力和竞争激烈的格局。
虽然大多数行业都已采用客服中心解决方案，但该市场的主要垂直行业是BFSI（22.8%）、医疗保健（16.3%）、零售（13.9%）和通讯（8.2%）。虽然一些垂直行业（例如业务流程外包[BPO]、政府和电讯）倾向于基于本地的解决方案，但其中许多组织正在迁移到云端环境。
与此原始分析相关的 Frost & Sullivan 研究
全球云端客服中心解决方案成长机会
Frost Radar™：2024 年拉丁美洲云端客服中心

最佳实践和成长机会

1. 将人工智慧融入客户体验 (CX) 流程和解决方案是保持市场地位的先决条件，但它已不再是竞争优势。大多数客户体验平台供应商都声称自己支援人工智慧，这使得寻找竞争优势变得困难。然而，并非所有提供者都能提供相同的业务成果。提供者必须密切注意这一点。

2 富有远见的提供者正在帮助没有技术背景的业务用户自订 AI 介面。许多提供者推出了一些工具，让这个过程变得简单，几乎无需编码。这为业务用户带来了更多价值，使他们能够实现更理想的业务成果。

对于寻求与各种规模的组织合作的CX平台供应商来说，强大的网路安全部门已成为必要。供应商必须将第三方工具与内部开发整合，并辅以定期的意识提升培训，以避免网路钓鱼诈骗、勒索软体和恶意软体攻击。安全漏洞会严重损害品牌声誉，并造成重大损失。

Frost Radar™竞争格局

拉丁美洲客户体验平台市场的竞争格局正在快速演变，且高度分散。生成式人工智慧正在加速创新，专注于数位化和自助服务的新参与企业也不断涌现，而且通常价格分布更低。许多新参与企业尚不支援语音路由，因此未包含在这份 Frost Radar™ 报告中，但它们正在重塑数位化客户体验格局。
2024年，老牌领导者Genesys、NICE、Five9和亚马逊网路服务（AWS）的市占率有所成长，而快速成长的挑战者Talkdesk、Bright Pattern、GoContact、Inconcert和net2phone则取得了显着成长。 Wise CX、2CX、Callix、Olos和wolkvox等区域企业发展势头强劲，而传统供应商Avaya、思科和Mitel正在加速向混合解决方案转型。
通讯业者、增值转售商和系统整合（如 America Movil、Telefonica、Sixbell 和 Nuveto）继续发挥作用，儘管他们已将重点从託管转向提供高价值的专业服务。
许多供应商采用了混合策略，将语音保留在本地，同时透过云端提供数位和附加价值服务，而云端原生供应商则专注于吸引新客户并取代传统竞争对手。
市场势头强劲，大多数供应商在2024年实现了两位数的营收成长，并预计2025年也将维持类似的业绩。超过90%的客户得以保留，大多数供应商服务的客户超过50家。收益集中度较低，前三大供应商的收入构成比通常不到20%（主要企业为5%）。创新投资依然强劲，研发支出约占营收的15-20%，新兴供应商的比例甚至更高。

CX platforms orchestrate the complexity of modern customer interactions across multiple channels and touchpoints along the entire customer journey, delivering seamless, consistent, and personalized CX. Providers must have a full-fledged contact center offering to be featured in this Frost Radar™ analysis. Providers of adjacent solutions are not included.

Frost & Sullivan research on this industry includes close to 100 service and solution providers, but this Frost Radar™ benchmarks 19 more significant players in terms of market reach, user adoption, growth rates, product innovation, and CX.

Frost & Sullivan analyzes numerous companies in an industry. Those selected for further analysis based on their leadership or other distinctions are benchmarked across 10 Growth and Innovation criteria. The publication presents competitive profiles of each company on the Frost Radar™ considering their strengths and the opportunities that best fit those strengths.

The Growth Index is a measure of a company's growth performance and track record, along with its ability to develop and execute a fully aligned growth strategy and vision; a robust growth pipeline system; and effective market, competitor, and end-user-focused sales and marketing strategies.

The Innovation Index is a measure of a company's ability to develop products, services, and solutions that indicate a clear understanding of disruptive megatrends, are globally applicable, can evolve and expand to serve multiple markets, and are aligned to customers' changing needs.

Strategic Imperative and Growth Environment

Strategic Imperative

As innovation in the customer experience (CX) platforms space accelerates, customer satisfaction is paradoxically declining. According to the Institute of Customer Service, many AI implementations have prioritized cost-cutting over enhancing the CX. This approach is understandable: given that 80 to 90% of customer service costs are tied to labor, AI-driven automation and self-service offer massive savings. In Latin America, some organizations have already reduced agent headcount by 10 to 20%.
This efficiency-first mindset, however, often leaves customers frustrated, revealing an important opportunity: to shift the focus from cost reduction to experience enhancement.
The gap between brand perception and customer reality remains stark. Nearly two decades ago, Bain & Company highlighted the "delivery gap," where 80% of companies believed they offered superior CX, but only 8% of customers agreed. More recent data from Acquia shows the gap persists: while 82% of marketers think they meet customer expectations, just 10% of consumers strongly agree.
Compounding the challenge, today's economic uncertainty has tightened budgets, forcing organizations to be more cautious with investments-slowing innovation and transformation.
Yet, the demand for AI solutions that are purpose-built for CX is growing. Businesses are now seeking domain-specific, secure, and scalable AI tools that go beyond automation. Generative AI and large language models are redefining what's possible by empowering agents with intelligent tools that automate routine tasks and free them to focus on complex, high-value interactions.
The future of CX lies in AI that enhances-not replaces-the human touch.
Lines are blurring among contact center solutions, customer relationship management (CRM), messaging platforms, and other solutions for the contact center (i.e., workforce engagement management [WEM], training, coaching, analytics). While all these converge, competition among providers expands and intensifies simultaneously. It is becoming harder to find competitive differentiation.
The fight for the agent desktop has intensified, as all competitors want customers to use theirs and to integrate third-party solutions into it.
A full-fledged portfolio and the infusion of generative AI in most processes in the contact center are sine qua non to stay competitive in the CX platform space. Suites today go far beyond managing inbound and outbound voice and digital customer interactions, and many include:
Omnichannel CX orchestration
Self-service and autopilot for text and voice
Agent assist and co-pilot
Knowledge management
Workforce management and engagement
Automated quality monitoring
Auto transcription and summarization
Open APIs and pre-set, tight integrations with third-party or proprietary solutions for several tools (i.e., CRM, WEM, enterprise resource planning [ERP], workforce optimization [WFO], analytics, coaching, training, private branch exchange [PBX], and unified communications [UC]).
The ability to tailor the deployment architecture (on-premises, on-cloud, hybrid, multi-cloud) and establish migration paths.

Growth Environment

CX platform providers must help CX transformation, push automation and AI, and reduce costs among their clientele: in some cases, this leads to fewer contact center seats and a smaller deal size, especially in organizations that are heavily voice-focused; in most cases, the provider gains share of wallet and augments its ticket with the customer. As a result, forward-looking providers increase their average ticket while cementing deeper and more profound partnerships around CX transformation.
As CX becomes a key differentiator in the competitive landscape, organizations across Latin America are stepping up by delivering seamless, personalized, and memorable customer journeys. The demand for superior CX is fueling sustained market expansion and unlocking new growth opportunities.
WFO, WEM, and advanced analytics solutions are gaining traction-particularly among large enterprises in the banking, financial services, and insurance (BFSI) and retail sectors-as companies prioritize employee experience for both on-site and remote agents, while crafting hyper-personalized customer interactions.
Cloud-based CCaaS adoption varies across the region, but countries with historically lower penetration are rapidly catching up. Mexico, Peru, Ecuador, and Paraguay are leading the growth, while Chile, Colombia, Brazil, and parts of Central America and the Caribbean exhibit slower growth because their adoption rates were already higher. Overall, the Latin American CCaaS market is projected to grow at a robust 16.9% compound annual growth rate from $396 million in 2024 to $864.6 million in 2029.
While some global CX platform vendors, such as Odigo, 8x8, RingCentral, Content Guru, Thrio, GoContact (Broadvoice), and Zoom, have yet to make a significant impact in the region, local players, such as Tecnvoz and Smartspace by Digivox, are quickly gaining ground. Frost & Sullivan anticipates that future editions of the Frost Radar™: Customer Experience Platforms in Latin America, 2025 on this topic will reflect a more dynamic and populated competitive landscape.
While most industries adopt contact center solutions, the key verticals in this market are BFSI (22.8%), healthcare (16.3%), retail (13.9%), and telecommunications (8.2%). Some verticals (e.g., business process outsourcing [BPO], government, and telecom) are more inclined toward premises-based solutions, although many of these organizations are progressively transitioning to cloud environments.
Frost & Sullivan studies related to this independent analysis:
Global Cloud Contact Center Solutions Growth Opportunities
Frost Radar™: Cloud Contact Centers in Latin America, 2024

Best Practices & Growth Opportunities

1 The infusion of AI into CX processes and solutions is sine qua non for staying relevant in the marketplace. However, it is no longer a competitive differentiator. Most CX platform providers claim to be AI-enabled companies, which is making it more difficult to find a competitive edge. However, not every provider is able to generate the same business outcomes, which is ultimately what customers care about. Providers must focus on this.

2 Forward-looking providers are allowing non-technical business users to tailor their AI-powered interfaces. Many providers launched tools to easily accomplish this, requiring low or no coding at all. This creates more value in the hands of the business users who in this way can accomplish more favorable business outcomes.

3 A robust cybersecurity arm has become a must for any CX platform providers looking to partner with organizations of all sizes. Vendors must integrate third-party tools with internal development and complement this with periodic awareness programs to avoid phishing scams and ransomware and malware attacks. A security breach can seriously jeopardize a brand's reputation, resulting in significant losses.

Frost Radar™ Competitive Environment

The competitive landscape in Latin America's CX platforms market is rapidly evolving and increasingly fragmented. Generative AI is accelerating innovation, enabling new digital- and self-service-focused entrants to emerge-often at lower price points. While many of these newcomers don't yet support voice routing and are not included in this Frost Radar™, they are reshaping the digital CX space.
Established leaders Genesys, NICE, Five9, and Amazon Web Services (AWS) expanded their market share in 2024, while fast-growing challengers Talkdesk, Bright Pattern, GoContact, Inconcert, and net2phone made significant strides. Regional players including Wise CX, 2CX, Callix, Olos, and wolkvox are gaining momentum, and traditional vendors Avaya, Cisco, Mitel, are accelerating their shift toward hybrid solutions.
Telcos, value-added resellers, and system integrators (e.g., America Movil, Telefonica, Sixbell, and Nuveto) continue to play a role, though their focus is shifting from hosting to delivering high-value professional services.
Many vendors adopted hybrid strategies-keeping voice on premises while delivering digital and value-added services via the cloud. Meanwhile, cloud-native providers concentrated on acquiring new customers and displacing legacy competitors.
The market showed strong momentum, with most vendors achieving double-digit revenue growth in 2024 and expecting similar performance in 2025. At least 90% of customers were retained, and most vendors served more than 50 clients. Revenue concentration was low, with the top three customers typically contributing less than 20% (and as little as 5% for larger players). Investment in innovation remains strong, with R&D spending in the range of 15 to 20% of revenue-even higher among emerging vendors.