India retains lead in 2025 Offshore CX Confidence rankings
MONTREAL, CANADA — India has maintained its position as the top destination for customer experience (CX) outsourcing, according to the newly rebranded Offshore CX Confidence Index 2025.
The Offshore CX Confidence Index 2025, released by Ryan Strategic Advisory and Cognitive Copy, surveyed CX leaders across 16 global markets to highlight rising confidence in offshore destinations while showcasing the distinct strengths and challenges of each market.
India, Poland lead global CX confidence
India secured the #1 spot for the third consecutive year, with a confidence rating of 93.9% this year, similar to its previous year’s rating of 93.9% and its historic 90.1% rating in 2023, replacing Colombia, which had held the spot for two years.
“India is one of the strongest and most dependable CX delivery destinations in the world,” said Vidya Ravichandran, CEO of UnifyCX.
Operators praised India’s deep talent pool, modern digital infrastructure, and scalable capabilities, noting that clients increasingly view the country as a “CX powerhouse” beyond cost efficiency.
Poland followed at #2 with 90.1%, recognized for its infrastructure, safety, and language capabilities. Latin American countries also performed well, with the Dominican Republic at #3 (86%) and Colombia at #4 (85.6%). These markets were lauded for bilingual talent and quality of life, though operators cited concerns over corruption and public security in Colombia and the Dominican Republic.
Philippines and emerging markets on the rise
The Philippines, the only Southeast Asian country in the rankings, earned a confidence rating of 81.3%. Operators highlighted the country’s English-proficient workforce, strong industry ecosystem, and commercial property market.
Emerging markets like Egypt (80.9%), South Africa (79.6%), Jamaica (78.8%), and Mexico (77.3%) showed solid confidence, driven by labor quality and business environment, while countries further down the ranking—including Kenya, Guatemala, Honduras, Bulgaria, Belize, and Morocco—faced greater concerns around infrastructure, governance, and workforce availability.
Tailoring the offshore CX portfolio
The Offshore CX Confidence Index 2025, rebranded from the previous Offshore BPO Confidence report, reflects nuanced insights from 226 CX decision-makers worldwide.
“Even as technology evolves, using the best talent in different global locations remains a reliable business model that should not be underestimated. And, like any business model, offshoring continues to change to meet the needs of outsourcers and enterprises,” the authors note.
The findings reinforce the importance of selecting delivery locations based on strategic fit rather than cost alone. Markets like India continue to demonstrate that combining talent, infrastructure, and cultural adaptability remains key to successful global CX operations.
