Competitive Intelligence

Sutherland: Customer Experience Services Capabilities, 2026

This Sutherland: Customer Experience Services Capabilities, 2026 competitive intelligence profile is for customer experience leaders, CMOs, and sourcing executives evaluating Sutherland’s labs driven, AI powered CX transformation capabilities.

A composite graphic combining a placement diagram on the left with a text panel on the right. Left: a three tier beach themed framework diagram grouping customer experience service providers into three horizontal horizon bands. The vertical axis represents innovation scope, moving from functional at the bottom to enterprise in the middle to ecosystem at the top. The horizontal axis represents value aspiration, moving from digital on the left to experience in the middle to growth on the right. Companies are listed alphabetically within each horizon. Horizon 3, ecosystem synergy and new value creation, lists 14 providers: Accenture, Capgemini, Cognizant, EXL, EY, Firstsource, Genpact, IBM, Infosys, KPMG, Publicis Sapient, Sutherland, TCS (Tata Consultancy Services), and Tech Mahindra. Horizon 2, end to end experience transformation, lists 12 providers: Amdocs, ATAIN, Coforge, Concentrix, Deloitte, HCLTech, InTouch CX, LTM, Movate, Transcom, TTEC, and Wipro. Horizon 1, functional transformation, lists 6 providers: HGS, ibex, iQor, Konvecta, Mphasis, and TELUS Digital. Right: a two panel header shows the Sutherland logo on a white background beside a purple panel reading "Horizon 3, ecosystem synergy and new value creation" with the tagline "Drive OneEcosystem synergy and create new sources of CX value." Below the header, a pull quote reads "Labs driven innovation and proprietary AI powering outcome backed CX transformation." Below the quote, a paragraph states that HFS Horizons: Customer Experience Services, 2026 assesses vendor capabilities, innovation, and value potential across the HFS customer experience services value chain based on a range of dimensions to understand the why, what, how, and so what of their service offerings across three distinct horizons, and that the report evaluates the capabilities of 33 service providers, including CX specialists, global system integrators, and consultancies. Source: HFS Research, 2026.

Note: All service providers within a Horizon are listed alphabetically
Source: HFS Research, 2026

Key facts about Sutherland’s customer experience services capabilities

A six panel fact table. Key offerings, listed as a single block: CX advisory and labs, digital CXM operations, AI enabled engagement center, Sutherland Connect, agent experience tools, analytics and insights, automation and self service, knowledge and translation solutions, agentic AI solutions, BPaaS, and managed CX operations. Mergers and acquisitions from 2023 to 2026, 2 entries: ATMECS Global in 2025, adding advanced capabilities across platform engineering, QA automation, and enterprise analytics; and Suneratech in 2023, expanding cloud transformation scale in ERPs. Key clients: the number of customer experience clients is not disclosed; 5 client relationships are described without naming the companies, a leading NFL franchise, a leading global ecommerce and cloud services provider, a global confectionery and consumer packaged goods company, a global online hospitality and travel marketplace, and a global streaming entertainment platform. Partnerships: 21 named technology partners, Google, Amazon, Stanford, Microsoft, Voicegain, Genesys, Zendesk, SAP, Oracle, Salesforce, Adobe, ServiceNow, ProHance, Smart Recruiter, SmashFly, ModernHire, Playvox, LivePerson, Avaya, Qualtrics, and Ushur. Global operations and resources: customer experience headcount is 50,000 plus; Sutherland operates 61 plus delivery and innovation centers, including 3 Innovation Labs in San Francisco, London, and India, with 17 named center locations grouped by region, APAC with 5 locations, India, the Philippines, China, Japan, and Malaysia; Europe with 3 locations, Bulgaria, the UK, and Kosovo; North America with 3 locations, the US, Canada, and Mexico; Latin America with 2 locations, Colombia and Jamaica; and the Middle East and Africa with 4 locations, Egypt, the UAE, Saudi Arabia, and South Africa. Flagship internal IP: 6 named assets, Translate.AI, for real time translations between 98 languages; Extract.AI, for AI conversion of unstructured formats such as documents, notes, and driver's licenses into structured data; HelpTree, an AI self optimizing decision tree system to quickly understand problem areas and intents; Assist.AI, for AI human augmentation and assistance with translation and summarization; Conversational AI, a fully automated conversational AI system; and Sentinel.AI, an AI security solution providing data loss prevention in a zero trust environment. Source: HFS Research, 2026.

Source: HFS Research, 2026

Sutherland’s performance in the study and HFS’ views of its strengths and development opportunities for customer experience services capabilities

A composite graphic combining a Horizon placement graphic on the left with a text panel on the right. Left: a simplified version of the three tier beach themed Horizons diagram, reused from Exhibit 1 with the company name lists removed. The image keeps the same sky, ocean, and sand bands, sky at top for Horizon 3, ocean in the middle for Horizon 2, and sand at the bottom for Horizon 1. The Horizon 3 label, "Horizon 3, ecosystem synergy and new value creation," is set inside a bordered, colored box at the top of the sky band, with the Sutherland logo placed directly beneath it in that same sky area. The Horizon 2 label, "Horizon 2, end to end experience transformation," and the Horizon 1 label, "Horizon 1, functional transformation," appear in plain gray text with no border, over the ocean and sand bands respectively, showing that Horizon 3 is Sutherland's assessed position while the other two horizons are deemphasized. Right: a Strengths section lists five points. Human led agentic CX transformation at speed: Sutherland positions itself as a "human led, AI and digitally enabled" partner with its One Sutherland model, which combines design thinking, analytics, digital engineering, operations, and agentic AI to redesign and reimagine experiences and processes in its accelerator innovation labs and foundry while tying work to deliver measurable business results. Foundry to delivery model backed by uniquely deep hyperscaler co-development: Sutherland's Foundry Infinity Loop combines multidisciplinary labs with rapid agile delivery, helping clients move from ambition to production quickly; it holds the only Google funded joint CX innovation lab, is one of three Amazon Labs Innovation Partners with 32 active co-development projects, and co-sells Sutherland Connect natively on Azure. Proprietary AI agent ecosystem with in-production agentic deployments: Sutherland's proprietary platform stack of 40 plus platforms and solutions includes CX360, offering 100% interaction analytics, HelpTree, an AI optimized knowledge management tool, LevelUp, offering automated 100% QA, and Translate.AI, offering real time support in 98 languages. Outcomes: for a global entertainment leader, Sutherland designed and deployed a digital first CX architecture that automated 73% of customer engagements with zero human intervention across 10 million day 1 customers in 11 countries within 14 days, reducing support costs by 19%; for a global hospitality brand, it drove a 45% sales conversion rate, 20% better than competing partners, and delivered an 11 point NPS increase across UK billing, membership, and hotel queries. Client and partner reference kudos: clients praise its customer-centric adaptability, management continuity, sector expertise, and strong digital and technical execution, while partners highlight its full suite CX offering, deep vertical strength, and customer focus. A Development opportunities section lists three points. What we'd like to see more of: Sutherland has strong IP, platforms, and outcome based commercial claims, and the evidence would be stronger if it separated platform led revenue, consumption based revenue, and headcount linked BPaaS revenue. Next steps for development: the firm should productize its agentic workflow bundles into named Services-as-Software™ offerings with outcome commitments and built in governance guardrails, making the buy decision clearer for enterprise procurement. Client and partner reference critiques: clients want faster AI maturity, stronger analytics, lower cost to serve, and better people management, while partners seek broader GTM scale, continued voice AI investments, tighter governance, and stronger internal AI enablement. Source: HFS Research, 2026.

Source: HFS Research, 2026

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