India retains top spot in 2024 offshore CX delivery rankings

QUEBEC, CANADA — India has once again been named the most favored offshore customer experience (CX) delivery location for 2024, according to the latest Front Office CX Omnibus Survey by Ryan Strategic Advisory.
This marks the second consecutive year that India has secured the top position in the annual survey, which gathers insights from 750 enterprise contact center buyers across 11 key demand markets, including Australia, Belgium, Canada, France, Germany, Italy, Japan, Singapore, Spain, the United Kingdom, and the United States.
India’s strong performance across markets
India’s dominance in the rankings is attributed to its high favorability in English-speaking markets. It was the most favored offshore delivery point in Canada, the UK, and Australia, narrowly surpassing South Africa in these key regions.
Additionally, India performed well in the U.S. and Singapore, further solidifying its position as a global leader in CX delivery.
Philippines and South Africa tie for second place
The Philippines and South Africa tied for second place in this year’s rankings.
South Africa received high marks from Canadian, British, Singaporean, and Australian contact center leaders and was the most popular offshore delivery point among American participants.
The Philippines, known for its strong BPO sector, enjoyed exceptional favorability across all English-language locations surveyed and in Japan.
Malaysia and Poland maintain strong positions
Malaysia secured third place in the offshore CX favorability rankings for 2024, particularly favored by Australian and Japanese enterprise contact center leaders. However, its appeal has diminished in the UK and Canada, where it did not make the top five.
Poland maintained its fourth-place ranking, driven by strong favorability in Germany and the UK. The country’s consistent performance underscores its reputation as a reliable nearshore destination for European markets.
Egypt and Morocco tie for fifth place
Egypt and Morocco tied for fifth place in the 2024 rankings. Egypt’s best performance was in Germany, where it tied with Poland for the top spot. It also performed well in the UK and Canada.
Morocco re-entered the top five, driven by high favorability in French-speaking markets, particularly in France and Belgium.
Notable absences and regional highlights
Notably, no country from the American nearshore cracked the top five this year. However, Mexico and Guyana ranked well in the U.S., and Jamaica was popular in the Canadian CX space.
Fiji emerged as a preferred location across Asia-Pacific demand markets and showed strong performance in the USA.
In the rapidly growing Balkans region, Slovenia was the top choice for captive operators in Italy, followed by Croatia, which also performed well in Belgium, the UK, and Germany.
North Macedonia received high favorability from Western European CX decision-makers, while Kosovo showed limited appeal but placed well in Belgium.
The 2024 Front Office CX Omnibus Survey highlights both continuity and change in the CX outsourcing landscape.
While India, the Philippines, and South Africa continue to lead, smaller markets with regional favorability are encouraged to expand their reputation and explore niche specializations to enhance their appeal.