As India’s festive season peaks, with shopping festivals, GST cuts, and booming digital sales driving record consumer activity, customer experience (CX) has emerged as the make-or-break factor for brand loyalty. According to a recent survey by Vertex Global Services, over 55% of Indian brands are turning to outsourcing firms this season to deliver superior customer experiences. The survey—covering over 300 companies across retail, e-commerce, and travel—reveals how technology-backed outsourcing partnerships are reshaping festive business strategy, making agility and personalization the new growth battleground.
Nearly seven in ten brand leaders agreed that the festive period is critical for defining reputation and retention. With millions of consumers expecting same-day resolutions, on-time deliveries, and meaningful interactions, brands are racing to ensure that each digital and physical touchpoint reflects reliability and responsiveness. Gagan Arora, Founder and President of Vertex Global Services, described this shift as transformational: “Outsourcing has moved beyond being a cost-saving lever; it’s now a strategic imperative for agility and personalization. The festive surge tests scalability, and seasoned outsourcing firms help brands meet demands while focusing on strategic growth priorities.”
The Rise of AI-Powered Customer Experience
The survey underscores how artificial intelligence is rewriting the CX playbook. Over 45% of brands believe that AI-led outsourcing partners are indispensable in delivering seamless, responsive experiences. Firms like Vertex are leading this transformation by integrating generative AI and real-time analytics into their support ecosystems. Bots now analyze live customer conversations, track agent performance, and predict service bottlenecks, allowing teams to scale instantly during high-traffic periods.
Yet, the real difference lies in the balanced fusion of “AI with empathy.” While automation optimizes speed and accuracy, seasoned agents provide nuance and care—qualities crucial for emotional engagement. This hybrid model is not just enhancing customer satisfaction but helping brands turn reactive service interactions into proactive brand moments.
Personalization as a Festive Differentiator
In today’s hyperdigital festive marketplace, personalization has become the core differentiator. Vertex’s study found that 40% of surveyed brands depend on outsourcing partners to deploy AI and machine learning tools that pinpoint preferences and tailor offers in real time. From customized promotional messages to automated post-purchase programs, the outsourcing ecosystem is helping brands create what experts call “predictive personalization.” Every touchpoint—from festive offers to delivery updates—is designed to make consumers feel seen and valued, deepening brand affinity.
Moreover, the AI-personalization engine is fueling a major evolution in loyalty programs. Brands are automating outreach, predicting churn risks, and customizing retention strategies far beyond the festive window. It’s a long-term play to transform momentary purchases into sustained relationships.
Outsourcing’s Expanding Role Beyond Cost
While improved CX topped brand priorities, cost efficiency remains a significant factor, cited by 28% of respondents. Another 32% highlighted the role of outsourcing partners in enabling multilingual and omnichannel support—critical for India’s linguistically diverse and mobile-first customer base. “Inclusion through communication” has become a business necessity, not a choice, as brands stretch across regional and global markets.
Vertex Global Services’ own trajectory reflects this shift from transactional to transformational outsourcing. Headquartered in Times Square with a major presence in India, the company has rapidly scaled operations through acquisitions and global partnerships. In August 2025, Vertex acquired Vaani Infosystems to strengthen its omnichannel automation and enterprise CX capability. The move followed its earlier collaboration with Arish Global Services, aimed at generating 5,000 new CX jobs in Delhi-NCR and expanding local talent pools for AI-integrated customer management.
Building India’s Next-Gen CX Engine
India’s BPM industry, valued at around USD 64.8 billion and projected to grow at over 11% annually till 2035, sits at the center of this strategic evolution. Vertex’s broader mission—to skill 8,000 professionals in AI analytics, multilingual CX, and automation—is helping create a workforce equipped for the digital-first world. The company’s partnerships with MSME Business Forum India further illustrate its goal of empowering small and medium enterprises with affordable CX solutions and omnichannel capabilities.
By combining human insight with technological intelligence, the outsourcing model is redefining how brands prepare for high-stakes moments like the festive season. In effect, outsourcing firms are becoming the nerve centers of digital commerce—delivering insights that enable brands to anticipate emotions, resolve issues before escalation, and build sustained loyalty.
As India’s festive landscape gets more competitive, the message from the Vertex survey is clear: in a market where every click and conversation counts, superior customer experience is no longer optional—it’s the ultimate growth currency. Brands that harness the synergy of AI and outsourcing are poised not just to survive the festive rush but to convert it into a strategic advantage for year-round loyalty.
