Over 55% of Brands Turn to Outsourcing Firms to Enhance Customer Experience During Festive Season, Reveals Vertex Global Services Survey 

As the festive season is already in full swing, brands are witnessing a surge in sales and demand, attracting millions of consumers eager to shop, backed by festive sales and GST cuts. With increased spending and purchasing, the digital era has increased the demand for superior customer experience (CX) as it is critical to winning and retaining customers during this high-stakes period of managing high online traffic and ensuring seamless communication across multiple channels. Over 55% of brands turn to outsourcing firms to enhance customer experience and gain a competitive edge during the festive season, reveals a survey by India’s fastest-emerging BPM player, Vertex Global Services. 

The survey was conducted among over 300 brands across retail, e-commerce, and travel sectors. Nearly 7 in 10 brands agreed that the festive period is the most crucial time for customer loyalty and establishing brand reputation. 

Gagan Arora, Founder & President, Vertex Global Services, said, “In India’s hyper-competitive festive market, brands can’t afford to leave customer experience to chance. 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. As the festive rush intensifies, partnering with experienced outsourcing firms enables brands to scale seamlessly, leverage data-driven insights, and focus on core business priorities.” 

The survey further highlighted a significant shift in how brands are preparing for the festive season surge. More than 45% of brands believe outsourcing partners with advanced AI-led solutions are crucial for delivering the seamless, responsive customer experience that today’s consumers demand. Customer expectations are reaching new heights, especially around timely deliveries, hassle-free returns, and instant issue resolution. As a result, brands are moving beyond traditional approaches. The survey reveals a clear trend: outsourcing companies are strategically blending artificial intelligence with human expertise. This creates a more agile and personalized support system. Generative AI and omnichannel communication are no longer just buzzwords. They are becoming the backbone for predicting needs, personalizing interactions, and solving problems in real time. 

AI-powered bots are analyzing live conversations and agent responses in real time. This empowers brands to scale support teams instantly and maintain service excellence during peak periods. The shift signals a new era in customer experience, where technology and human touch work together. Forward-thinking brands partner with innovative outsourcing firms to stand out during the most critical shopping season. As competition intensifies, those who adopt this AI-led approach are poised to win both loyalty and market share. 

Moreover, personalization is redefining festive sales success, with the Vertex Global Services survey revealing that 40% of brands rely on outsourcing firms to deploy AI and machine learning for tailored product recommendations and marketing messages to automate and personalize post-purchase interactions, such as loyalty programs and follow-ups. This dual approach ensures that every customer touchpoint, from the first festive offer to the final delivery update, feels uniquely curated. Looking ahead, 8 in 10 brands plan to expand their partnerships with outsourcing providers for post-festive support, underlining the sustained importance of customer experience well beyond the holiday rush. By embracing this next level of personalization, brands are building deeper connections and setting new benchmarks for delighting customers all year round. 

The survey further identified improved customer satisfaction as the leading driver for brands choosing to outsource, reflecting a clear shift toward prioritizing exceptional experiences. Additionally, 28% of respondents pointed to cost efficiency as a key benefit, while 32% emphasized the value of outsourcing partners in providing multilingual and omnichannel support. This capability has proven essential for brands aiming to deliver a seamless, inclusive festive shopping experience for India’s diverse customer base. As the holiday season intensifies, these findings underscore the strategic role of outsourcing in not only meeting, but exceeding, the evolving expectations of today’s consumers.