55% of brands outsource CX to boost festive season sales, survey finds
MUMBAI, INDIA — As India’s festive season drives a surge in spending and digital sales, a new survey by Vertex Global Services reveals that over 55% of brands are turning to outsourcing firms to strengthen customer experience (CX) and manage rising consumer expectations.
According to a report from Marksmen Daily, amid the rush of festive sales and GST cuts that are fueling higher traffic, brands are increasingly viewing CX not as an afterthought but as a competitive differentiator.
Outsourcing becomes a festive-season strategy
The Vertex Global Services survey, which polled over 300 brands across the retail, e-commerce, and travel sectors, found that nearly 7 in 10 brands consider the festive period the most crucial time for customer loyalty and reputation.
To navigate this high-pressure season, many are relying on outsourcing partners that can offer scalable, tech-driven solutions to keep customers satisfied.
“In India’s hyper-competitive festive market, brands can’t afford to leave customer experience to chance,” said Gagan Arora, Founder and President of Vertex Global Services.
“Our survey clearly demonstrates that outsourcing is no longer just a cost-saving tool; it’s a strategic imperative for delivering superior, agile, and personalized customer interactions when it matters most,” Arora added.
The report also highlights a technological shift. Over 45% of brands believe that outsourcing partners equipped with AI-led solutions are key to meeting modern customer expectations.
From real-time chatbots that manage high volumes to predictive analytics that anticipate consumer needs, brands are using a blend of artificial intelligence and human expertise to maintain service quality at scale.
AI-driven CX support strengthens brand loyalty
The survey further revealed that 40% of brands depend on outsourcing firms to deploy AI and machine learning tools that tailor product recommendations, automate follow-ups, and personalize post-purchase experiences.
This approach ensures each step of the shopping journey—from festive offers to delivery updates—feels uniquely curated.
Looking beyond the holiday rush, 8 in 10 brands plan to continue working with outsourcing providers for post-festive support, recognizing that CX excellence is now a year-round necessity.
Improved customer satisfaction remains the top motivation for outsourcing, followed by cost efficiency (28%) and multilingual support (32%), reflecting brands’ push for inclusivity and operational agility.
Global CX outsourcing shifts from cost to innovation
The survey underscores a broader shift in the global outsourcing industry: from cost reduction to experience innovation. As AI and automation mature, outsourcing firms are becoming strategic partners that help brands personalize, predict, and perform under pressure.
This evolution signals how customer experience has become the true battleground for brand loyalty—especially during India’s high-stakes festive season and beyond.
