歐洲、中東和非洲地區客戶經驗平台市場（2025 年）：Frost Radar

Frost Radar: EMEA Customer Experience Platforms, 2025

出版日期: 2025年09月18日 | 出版商:

Frost & Sullivan | 英文 28 Pages | 商品交期: 最快1-2個工作天內

價格

簡介目錄

基準化分析體系 - 創新驅動新交易與成長管道

客戶經驗（CX）平台能夠協調現代客戶在整個客戶旅程中跨越多個管道和觸點的複雜互動，提供無縫、一致且個性化的體驗。要納入 Frost Radar™ 報告，供應商必須擁有完整的客服中心解決方案。相關解決方案供應商（CRM、WEM、CPaaS）不在本次分析範圍內。託管式和管理式客服中心服務也不包含在本次分析中。

Frost & Sullivan分析了該行業100多家公司。根據領導力及其他特徵篩選出進行詳細分析的公司，並根據10項成長和創新標準進行基準測試，以確定其在弗若斯特雷達™上的位置。本報告為每家公司提供一份弗若斯特雷達™上的競爭概況，其中考慮了它們的優勢以及最能發揮這些優勢的機會。

成長指數衡量公司的成長記錄和業績，其製定和執行完全一致的成長策略和願景的能力，其穩健的成長通路體系，以及以市場、競爭對手和最終用戶為中心的有效銷售和行銷策略。創新指數評估公司開發全球適用、不斷發展和擴展以服務多個市場並滿足客戶不斷變化的需求的產品、服務和解決方案的能力，而這一切都基於對顛覆性大趨勢的清晰理解。

策略要務與成長環境

策略要務

歐洲、中東和非洲地區的宏觀經濟情勢喜憂參半。歐洲經濟呈現逐步復甦的跡象，通膨趨於穩定，失業率較低，但成長依然緩慢。烏克蘭持續不斷的戰爭繼續給能源市場、供應鏈和投資者信心帶來壓力，加劇了地緣政治的持續不穩定。
歐洲商界領袖對美國貿易政策走向表示關切。儘管近期美歐達成的貿易協定目的是穩定雙邊關係，但尚未消除人們對貿易可能出現大規模中斷的擔憂，投資者情緒依然謹慎。歐洲各機構為美國採取更強硬的貿易保護主義立場可能引發的金融和貨幣衝擊做好準備。
中東地區面臨衝突、通貨膨脹和債務負擔等諸多不利因素。非洲，尤其是改革導向型經濟體，儘管面臨持續的基礎設施和氣候相關挑戰，但仍實現了溫和成長。
儘管存在這些區域差異，但整體商業環境仍保持謹慎樂觀。迄今為止，客戶經驗（CX）生態系統依然穩健，受宏觀經濟壓力直接影響有限。然而，由於貿易談判、關稅和地緣政治發展帶來的不確定性，企業採購和交易週期放緩。
客戶體驗平台（CXP）供應商必須靈活應變，為更長的企業銷售週期做好準備，尤其是在易受地緣政治和經濟波動影響的市場中。
為了滿足對無縫全通路體驗、高效自助服務、自動化、大規模個人化和有意義的分析的需求，整合式、人工智慧賦能的客戶體驗平台（CXP）是理想之選。這種方法還支援客戶體驗編配和勞動力最佳化，使企業能夠提供一致、無縫的體驗。

策略要務與成長環境

儘管經濟挑戰依然存在，但預計到2024年，歐洲、中東和非洲地區客戶體驗平台（CXP）的收入將達到26億美元，所有地區都將成長。預計到2025年，這數字將達到30億美元。
在歐洲，英國/愛爾蘭、比荷盧經濟聯盟、西班牙/葡萄牙和德語區（德國、奧地利和瑞士）的客戶體驗平台（CXP）服務成長動能最為強勁。近期多家供應商在英國/愛爾蘭和德語區（德國、奧地利和瑞士）的自主雲投資預計將進一步推動這些地區的成長。
- 中東是CXP拓展業務的一個極具潛力的市場。各國都在大力推動數位化經濟，為雲端運算和人工智慧的應用創造了理想的環境。然而，嚴格的政府政策和監管要求意味著，企業發展該地區需要投入大量的時間和資金。
- CXP 在非洲的主要市場是南非和埃及，該公司持續擴大在這些地區的投資，並計劃在該地區部署多個自主雲端服務。
更具針對性的客戶帳戶行銷（ABM）幫助客戶體驗提供者贏得新客戶並深化與現有客戶的關係。 ABM 加強了銷售和行銷部門的協作，使他們能夠更有效地加速推進並贏得大規模的交易。
由通路和技術合作夥伴主導的、執行完善的打入市場策略（GTM）對推動成長非常重要。合作夥伴能夠拓展客戶體驗提供者（CXP）的覆蓋範圍，並賦予其競爭優勢，贏得更多交易，尤其是高價值、複雜的交易。事實上，透過通路合作夥伴進行銷售在擴大覆蓋範圍、縮短銷售週期和建立客戶信任方面，始終優於直接銷售。

最佳實踐

利用資料分析驅動決策
致力於全通路溝通以提供支持
投資人工智慧和自動化以提高效率
在平台設計中優先考慮使用者體驗
積極收集客戶回饋並據此調整策略

成長環境

歐洲、全部區域的宏觀經濟情勢喜憂參半。歐洲經濟呈現逐步復甦的跡象，通膨趨於穩定，失業率也處於低位，但成長仍疲軟。烏克蘭持續不斷的戰爭繼續給能源市場、供應鏈和投資者信心帶來壓力，加劇了地緣政治的持續不穩定。
歐洲商界領袖對美國貿易政策走向表示關切。儘管近期美歐貿易協定目的是穩定雙邊關係，但並未消除人們對貿易可能出現大規模中斷的擔憂，投資者情緒依然謹慎。歐洲機構目前正為美國貿易保護主義傾向可能帶來的金融和金錢衝擊做好準備。
中東地區面臨衝突、通貨膨脹和債務負擔等諸多不利因素。非洲，尤其是改革導向型經濟體，儘管面臨持續的基礎設施和氣候相關挑戰，但仍實現了溫和成長。
儘管存在這些區域差異，但整體商業環境仍保持謹慎樂觀。迄今為止，客戶經驗（CX）生態系統依然穩健，受宏觀經濟壓力直接影響有限。然而，由於貿易談判、關稅和地緣政治發展帶來的不確定性，企業採購和交易週期有所放緩。
客戶體驗平台（CXP）供應商必須靈活應變，為更長的企業銷售週期做好準備，尤其是在易受地緣政治和經濟波動影響的市場中。
為了滿足對無縫全通路體驗、高效自助服務、自動化、大規模個人化和有意義的分析的需求，整合式、人工智慧賦能的客戶體驗平台（CXP）是理想之選。這種方法還支援客戶體驗編配和勞動力最佳化，使企業能夠提供一致且擴充性的成果。

Customer experience (CX) platforms orchestrate the complexity of modern customer interactions across multiple channels and touchpoints along the entire customer journey, delivering seamless, consistent, and personalized experiences. Providers must have a full-fledged contact center offering to be featured on this Frost Radar™. Adjacent solution providers (CRM, WEM, CPaaS) are not included. Hosted and managed call center services are not part of this analysis.

Frost & Sullivan analyzed more than 100 companies in this industry. Those selected for further analysis based on their leadership or other distinctions are benchmarked across 10 Growth and Innovation criteria to reveal their position on the Frost Radar™. 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 measures 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 examines a company's ability to develop products/services/solutions with a clear understanding of disruptive megatrends, are globally applicable, evolve and expand to serve multiple markets, and align with customers' changing needs.

Strategic Imperative and Growth Environment

Strategic Imperative

The macroeconomic climate across the EMEA (Europe, Middle East, and Africa) region presents a mixed picture. Europe is showing signs of modest recovery, with stabilizing inflation and low unemployment, though growth remains subdued. The ongoing war in Ukraine continues to exert pressure on energy markets, supply chains, and investor sentiment, contributing to persistent geopolitical instability.
European business leaders are expressing concerns about the direction of US trade policy. While a recent US-EU trade agreement aimed to stabilize relations, it has done little to dispel fears of broader trade disruptions, and investor sentiment remains cautious. European institutions are now preparing for potential financial and monetary shocks stemming from a more protectionist US stance.
The Middle East faces significant headwinds from conflict, inflation, and debt burdens. Africa is experiencing moderate growth, particularly in reform-oriented economies, despite persistent infrastructure and climate-related challenges.
Despite these regional disparities, the overall business climate remains cautiously optimistic. The customer experience (CX) ecosystem has so far been resilient, with limited direct impact from broader macroeconomic pressures. However, the enterprise sector is experiencing slower procurement and deal cycles as companies navigate uncertainties about trade negotiations, tariffs, and geopolitical developments.
CX platform (CXP) providers should remain agile and prepared for extended enterprise sales cycles, particularly in markets sensitive to geopolitical and economic fluctuations.
Meeting the demand for seamless omnichannel experiences, effective self-service, automation, personalization at scale, and meaningful analytics is best achieved through a unified, AI-enabled CXP. This approach also supports customer journey orchestration and workforce optimization, helping organizations deliver consistent and seamless experiences.

Strategic Imperative and Growth Environment

While some economic challenges remain, EMEA CXP revenue reached $2.6 billion in 2024, with growth in every region, and is projected to reach $3 billion in 2025.
In Europe, UK/I, Benelux, Spain/Portugal, and DACH are exhibiting the most growth momentum for CXP services. Recent sovereign cloud investment by multiple providers in UK/I and DACH should accelerate momentum there.
- The Middle East is fertile ground for CXP expansion. Countries are embracing a digital-first economy, which lends itself to cloud and AI adoption. But high government policy and regulatory compliance postures require significant time and investment to establish a presence in the region.
- South Africa and Egypt are the CXP hotspots in Africa. Investment in South Africa continues to grow with multiple sovereign cloud instances planned for the broader region.
More targeted and focused account-based marketing (ABM) is helping CXP providers grow new accounts and expand existing client relationships. ABM tightens the collaboration between sales and marketing and can be more effective in accelerating and winning larger deal sizes.
Well executed go-to-market (GTM) strategies driven by channel and technology partners are essential to stimulate growth. Partners amplify a CXP provider's reach and put them in a position to compete for more deals, including higher-value, more complex deals. Indeed, channel partner sales continue to outperform direct sales in extending coverage, shortening sales cycles, and building customer trust.

Best Practices

Utilize data analytics to drive decision-making
Focus on omnichannel communication for customer support
Invest in AI and automation for efficiency
Prioritize user experience in platform design
Encourage customer feedback and adapt accordingly

Growth Environment

The macroeconomic climate across the EMEA (Europe, Middle East, and Africa) region presents a mixed picture. Europe is showing signs of modest recovery, with stabilizing inflation and low unemployment, though growth remains subdued. The ongoing war in Ukraine continues to exert pressure on energy markets, supply chains, and investor sentiment, contributing to persistent geopolitical instability.
European business leaders are expressing concerns about the direction of US trade policy. While a recent US-EU trade agreement aimed to stabilize relations, it has done little to dispel fears of broader trade disruptions, and investor sentiment remains cautious. European institutions are now preparing for potential financial and monetary shocks stemming from a more protectionist US stance.
The Middle East faces significant headwinds from conflict, inflation, and debt burdens. Africa is experiencing moderate growth, particularly in reform-oriented economies, despite persistent infrastructure and climate-related challenges.
Despite these regional disparities, the overall business climate remains cautiously optimistic. The customer experience (CX) ecosystem has so far been resilient, with limited direct impact from broader macroeconomic pressures. However, the enterprise sector is experiencing slower procurement and deal cycles as companies navigate uncertainties about trade negotiations, tariffs, and geopolitical developments.
CX platform (CXP) providers should remain agile and prepared for extended enterprise sales cycles, particularly in markets sensitive to geopolitical and economic fluctuations.
Meeting the demand for seamless omnichannel experiences, effective self-service, automation, personalization at scale, and meaningful analytics is best achieved through a unified, AI-enabled CXP. This approach also supports customer journey orchestration and workforce optimization, helping organizations deliver consistent and scalable outcomes.