Frost Radar: Customer Experience Platforms in Latin America, 2025

A Benchmarking System to Spark Companies to Action - Innovation That Fuels New Deal Flow and Growth Pipelines

This Frost Radar™ reveals the positioning of key companies in the Latin American customer experience (CX) platforms industry using their Growth and Innovation scores as highlighted in the Frost Radar™ methodology.

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.