Frost Radar：拉丁美洲客戶經驗平台市場，2025年

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個工作天內

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簡介目錄

推動商業行動的基準測試系統 - 創新推動新的交易流程和成長管道

Frost Radar™ 使用 Frost Radar™ 方法強調的成長和創新分數對拉丁美洲客戶經驗（CX）平台產業的主要企業進行排名。

CX 平台能夠協調現代客戶在整個客戶旅程中跨多個管道和接觸點的複雜互動，提供無縫、一致且個性化的CX。要納入此 Frost Radar™ 分析，提供者必須提供完善的客服中心產品。不包括相關解決方案提供者。

雖然 Frost & Sullivan 對該行業的研究涵蓋了近 100 家服務供應商和解決方案供應商，但 Frost Radar™ 根據市場覆蓋率、用戶採用率、成長率、產品創新和 CX 對 19 家最重要的公司進行了基準測試。

Frost & Sullivan 會分析同一產業內的眾多公司。根據領導力或其他卓越表現，選定需要進一步分析的公司，並根據 10 項成長和創新標準進行基準測試。這家上市公司為 Frost Radar™ 上的每一家公司提供競爭概況，分析每家公司的優勢以及與這些優勢最契合的商業機會。

成長指數透過評估公司製定和執行完全一致的成長策略和願景、強大的成長通路系統以及致力於市場、競爭對手和最終用戶的有效銷售和行銷策略的能力來評估公司的成長記錄和業績。

創新指數評估一家公司清晰理解顛覆性大趨勢並開發全球適用、可發展和擴展以服務多個市場並與不斷變化的客戶需求保持一致的產品、服務和解決方案的能力。

策略要務與成長環境

策略要務

儘管客戶體驗（CX）平台的創新加速，但客戶滿意度卻在下降。客戶服務協會（Institute of Customer Service）的資料顯示，許多人工智慧（AI）的實施優先考慮降低成本，而非提升客戶體驗。鑑於 80-90%的客戶服務成本來自人事費用，人工智慧自動化和自助服務可以顯著節省成本。拉丁美洲的一些組織已經將其客服人員數量減少了 10-20%。
然而，這種效率至上的思維方式往往會讓客戶不滿意，凸顯了將重點從降低成本轉移到改善體驗的重要機會。
品牌認知與顧客現實之間的差距依然巨大。近20年前，貝恩公司就強調了「交付差距」這個問題：80%的公司認為自己提供了卓越的客戶體驗，但只有8%的客戶認同這一點。 Acquia最近發布的資料顯示，這種差距依然存在：82%的行銷人員認為他們滿足了客戶的期望，但只有10%的消費者非常認同。
當今的經濟不確定性加劇了這一挑戰，它導致預算緊縮，並迫使企業在投資方面更加謹慎。
然而，客戶體驗專用 AI 解決方案的需求成長。如今，企業需要超越自動化、安全且可擴展的領域專用 AI 工具。生成式 AI 和大規模語言模型重新定義可能性，它們為客服人員配備智慧工具並自動執行日常任務，使他們能夠致力於複雜且高價值的互動。
CX 的未來在於增強而非取代人性化的人工智慧。
客服中心解決方案、CRM（客戶關係管理）、通訊平台以及其他客服中心解決方案（例如員工敬業度管理 [WEM]、培訓、指導、分析）之間的界限變得模糊。所有這些解決方案都在融合，而供應商之間的競爭也不斷擴大和加劇。想要從競爭對手中脫穎而出變得越來越困難。
代理桌面的爭奪戰升溫，所有競爭對手都希望客戶使用他們的桌面並將第三方解決方案整合到其中。
完善的產品組合以及將生成式人工智慧融入大多數客服中心流程，是維持客戶體驗平台領域競爭力的先決條件。現今的套件不僅能夠管理入境和呼出語音及數位客戶互動，還能：
全通路 CX編配
文字和語音自助服務和自動駕駛
代理協助和副駕駛
知識管理
員工管理和參與
自動化品質監控
自動轉錄和摘要
針對多種工具（CRM、WEM、企業資源規劃 [ERP]、人力資源最佳化[WFO]、分析、指導、培訓、專用交換機 [PBX]、整合通訊[UC]）的開放 API 以及與第三方或專有解決方案的深度預配置整合。
能夠自訂部署架構（本地端、雲端、混合式、多重雲端）並建立遷移路徑。

成長環境

CX 平台供應商必須支援 CX 轉型，推動自動化和人工智慧，並降低客戶成本。這導致客服中心席位減少，交易規模縮小，尤其是對於致力於語音業務的公司。因此，領先的供應商圍繞 CX 轉型建立更深入、更深入的夥伴關係，同時提高平均交易規模。
隨著客戶體驗（CX）成為競爭格局的關鍵差異化因素，拉丁美洲各地的企業正透過提供無縫、個人化且令人難忘的客戶旅程來加速發展。對卓越客戶體驗的需求刺激市場持續擴張，並創造新的成長機會。
WFO、WEM 和高級分析解決方案越來越受到關注，尤其是在銀行、金融服務、保險（BFSI）和零售業的大型企業中，因為它們優先考慮現場和遠端代理的員工體驗，同時實現超個人化的客戶互動。
雲端基礎的CCaaS 的採用情況因地區而異，但歷史上採用率較低的國家迅速趕上。墨西哥、秘魯、厄瓜多和巴拉圭引領成長，而智利、哥倫比亞、巴西以及中美洲和加勒比地區部分地區（這些地區的採用率原本就很高）的成長放緩。總體而言，拉丁美洲 CCaaS 市場預計將強勁成長，從2024年的3.96億美元成長至2029年的8.646億美元，年複合成長率為 16.9%。
雖然 Odigo、8x8、RingCentral、Content Guru、Thrio、GoContact（Broadvoice）和 Zoom 等全球客戶體驗平台供應商尚未在該地區產生重大影響，但 Tecnvoz 和 Digivox 旗下的Smartspace 等本地企業迅速崛起。 Frost & Sullivan 預計，未來版本的《Frost Radar™：2025年拉丁美洲客戶經驗平台》將反映出更具活力和競爭激烈的格局。
雖然大多數行業都已採用客服中心解決方案，但該市場的主要垂直行業是BFSI（22.8%）、醫療保健（16.3%）、零售（13.9%）和通訊（8.2%）。雖然一些垂直行業（例如業務流程外包[BPO]、政府和電訊）傾向於基於本地的解決方案，但其中許多組織遷移到雲端環境。
與此原始分析相關的Frost & Sullivan 研究
全球雲端客服中心解決方案成長機會
Frost Radar™：2024年拉丁美洲雲端客服中心

最佳實踐和成長機會

1 將人工智慧融入客戶體驗（CX）流程和解決方案是保持市場地位的先決條件，但它已不再是競爭優勢。大多數客戶體驗平台供應商都聲稱自己支援人工智慧，這使得尋找競爭優勢變得困難。然而，並非所有提供者都能提供相同的業務成果。提供者必須密切注意這一點。

2 富有遠見的提供者幫助沒有技術背景的業務用戶自訂 AI 介面。許多提供者推出了一些工具，讓這個過程變得簡單，幾乎無需編碼。這為業務用戶帶來了更多價值，使他們能夠實現更理想的業務成果。

3 對於尋求與各種規模的組織合作的CX平台供應商來說，強大的網路安全部門已成為必要。供應商必須將第三方工具與內部開發整合，並輔以定期的意識提升培訓，以避免網路釣魚詐騙、勒索軟體和惡意軟體攻擊。安全漏洞會嚴重損害品牌聲譽，並造成重大損失。

Frost Radar™競爭環境

拉丁美洲客戶體驗平台市場的競爭格局快速演變，且高度分散。生成式人工智慧加速創新，致力於數位化和自助服務的新參與企業也不斷湧現，而且通常價格分佈更低。許多新參與企業尚不支援語音路由，因此未包含在這份 Frost Radar™ 報告中，但它們重塑數位化客戶體驗格局。
2024年，老牌領導者Genesys、NICE、Five9和Amazon Web Services（AWS）的市場佔有率有所成長，而快速成長的挑戰者Talkdesk、Bright Pattern、GoContact、Inconcert和net2phone則取得了顯著成長。 Wise CX、2CX、Callix、Olos和wolkvox等區域企業發展動力強勁，而傳統供應商Avaya、Cisco和Mitel加速向混合解決方案轉型。
通訊業者、增值轉售商和系統整合（如 America Movil、Telefonica、Sixbell 和 Nuveto）繼續發揮作用，儘管他們已將重點從託管轉向提供高價值的專業服務。
許多供應商採用了混合策略，將語音保留在本地，同時透過雲端提供數位和附加價值服務，而雲端原生供應商則致力於吸引新客戶並取代傳統競爭對手。
市場動力強勁，大多數供應商在2024年實現了兩位數的營收成長，並預計2025年也將維持類似的業績。超過90%的客戶得以保留，大多數供應商服務的客戶超過50家。收益集中度較低，前三大供應商的收入構成比通常不到20%（主要企業為5%）。創新投資依然強勁，研發支出約佔營收的15-20%，新興供應商的比例甚至更高。

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.