Competitive Intelligence

Movate: Customer Experience Services Capabilities, 2026

This Movate: Customer Experience Services Capabilities, 2026 competitive intelligence profile is for customer experience leaders, CMOs, and sourcing executives evaluating Movate’s engineering-rooted applied AI orchestration, delivered through its Mova iO platform, for compounding CX outcomes.

A beach-themed diagram showing three horizontal horizon bands stacked like sand layers, with two axes running alongside: innovation scope on the left (functional at the bottom, enterprise in the middle, ecosystem at the top) and value aspiration on the right (digital at the bottom, experience in the middle, growth at the top). Horizon 1, functional transformation, lists six providers in alphabetical order: hgs, ibex, iQor, Konvecta, Mphasis, and TELUS Digital. Horizon 2, end-to-end experience transformation, lists twelve providers in alphabetical order: Amdocs, Atain, Coforge, Concentrix, Deloitte, HCLTech, Intouch CX, LTM, Movate, an unlabeled logo shown only as a stylized "P" mark with no company name given in the visible text, Transcom, and TTEC. Horizon 3, ecosystem synergy and new value creation, lists fourteen providers in alphabetical order: Accenture, Capgemini, Cognizant, EXL, EY, Firstsource, Genpact, IBM, Infosys, KPMG, Publicis Sapient, Sutherland, Tata Consultancy Services (TCS), and Tech Mahindra. Counting all three horizons together yields 32 named or logo-represented providers, one fewer than the "33 service providers" figure stated in the adjacent body text, an apparent discrepancy between the diagram and the narrative count. To the right of the diagram, a panel shows the Movate logo in a box labeled "Horizon 2 End-to-end experience transformation," followed by a tagline reading that Movate aims to enable the OneOffice model to deliver end-to-end CX outcomes. Below that sits a pull quote reading "Engineering-rooted applied AI orchestration for compounding CX outcomes," attributed to the HFS Horizons: Customer Experience Services, 2026 report. Beneath the quote, a paragraph explains that the HFS Horizons report assesses vendor capabilities, innovation, and value potential across the HFS customer experience services value chain based on a range of dimensions covering the why, what, how, and so what of service offerings across the three horizons, and that the report evaluates the capabilities of 33 service providers, including CX specialists, global systems integrators, and consultancies. A footnote below the diagram states that providers within each horizon are listed alphabetically. Source: HFS Research, 2026.

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

Key facts about Movate’s customer experience services capabilities

A six-panel fact table covering Movate's CX business. Key offerings panel lists: agentic AI and CX orchestration, AI-ready data foundation, AI agent assist, conversational AI and voice AI, interaction analytics and automated QA, knowledge fabric, AI workforce optimization, AI simulation and training, retention and churn intelligence, fraud and anomaly detection, industry-specific AI agents, CX and IT transformation, and applied AI adoption CoE. Mergers and acquisitions panel (2023 to 2026) lists three entries. First, Solomo, acquired 2025, described as strengthening Salesforce, data cloud, AI, and healthcare CX transformation. Second, Prescience Data Solutions, acquired 2025, described as adding AI/ML, data science, and analytics for predictive CX. Third, Trianz, described as a ServiceNow practice acquisition expanding ServiceNow workflows, ITSM, and enterprise service operations, with no acquisition year given for this entry unlike the other two. Key clients panel states the number of customer experience clients as not disclosed, and describes five key clients, all by category rather than by name: a global water heating and HVAC brand, a global data storage leader described in connection with AI-orchestrated RMA execution, a leading US home improvement retailer, a global networking leader, and a global nutritional ingredient manufacturer. Partnerships panel lists: Zendesk, Five9, Salesforce, Microsoft Dynamics 365, Genesys, NiCE, Google Cloud, Microsoft Azure, AWS, Databricks, DataOrb, Lyzr.ai, Yellow.ai, MelodyArc, Reef.ai, Uniphore, Regie.ai, Hyro, Kahuna Labs, Krisp, Yuma.ai, Gong, Tricentis, Leena AI, and ServiceNow. Global operations and resources panel states a customer experience headcount of 12,000 plus FTEs and 8,000 plus OnDemand experts, delivery and innovation centers located in India (3), the Philippines (3), Costa Rica (1), the US (4), Poland (1), Romania (1), the UK (1), Mauritius (1), Colombia (1), China (1), and South Africa (1), with OnDemand experts spanning 60 plus countries and innovation labs in the US (1) and India (2). Flagship internal IP panel opens with a summary line describing Mova iO as an intelligent outcomes platform enabling AI-first, agentic, and outcome-driven enterprise operations, then lists four items: Mova iO CX, for AI-led CX orchestration across journeys, channels, agent assist, and automation workflows; Mova iO Data, for knowledge and data foundation with context engineering, knowledge graphs, and AI-ready data pipelines; Mova iO Gig, for on-demand talent orchestration combining AI with gig workforce for flexible CX delivery; and AI Agent Library, described as reusable industry AI agents for support, retention, sales assist, and workflow automation. Source: HFS Research, 2026.

Source: HFS Research, 2026

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

A simplified version of the beach-themed three-band horizon diagram, this time without any company names. Horizon 3 (ecosystem synergy and new value creation) sits at the top, Horizon 2 (end-to-end experience transformation) in the middle, and Horizon 1 (functional transformation) at the bottom. Movate's assigned horizon, Horizon 2, is highlighted with a purple bordered label box and the Movate logo placed directly beside it, while the labels for Horizon 1 and Horizon 3 are shown in muted gray text to indicate they are not the provider's assigned tier. To the right, a Strengths panel lists four points. First, an applied AI partnership built to scale, describing how Movate positions itself as an applied AI partner that moves enterprises from stalled pilots to compounding CX transformation through a three-layer architecture: a data engineering foundation, a self-learning agentic intelligence layer, and integrated IT and CX delivery. Second, engineering heritage giving a credible CX-plus-IT orchestration angle, describing how BPO emerged as an extension of Movate's IT and engineering business, most evident when CX issues originate beyond the contact center across areas such as warehouse connectivity, store infrastructure, warranty workflows, reverse logistics, field dispatch, knowledge management, and enterprise workflow integration. Third, Mova iO described as the spine for its agentic CX execution, anchored in Mova iO CX for AI-led journey orchestration, Mova iO Data for context engineering and knowledge graphs, Mova iO Gig for on-demand expert delivery, and Mova iO Engineering and Operations for enterprise integration, a fourth named component that does not appear among the four items listed in the Flagship internal IP panel in Exhibit 2, alongside its industry-specific AI agent library, described as a key part of its applied AI proposition showing how it adapts agentic CX beyond generic service automation. Fourth, an outcomes point citing two client results, both described by category rather than named and both matching entries in the Key clients panel: Movate enables agentic RMA automation for a data storage leader, delivering a $6.8 million cost reduction over three years, 60% FTE optimization, 35% containment, and 100% QA coverage; for a global HVAC brand, it developed an integrated agentic AI platform spanning warranty checks, parts prediction, and predictive field dispatch, producing 25% to 30% digital containment, a 20% to 25% agent productivity gain, and a 25% to 33% TCO reduction. Below that, a Development opportunities panel lists two points, one fewer than the three-point structure used in some other providers' profiles in this series. First, what HFS would like to see more of, namely that Movate should consolidate its vertical AI evidence into named, repeatable playbooks so enterprise CX leaders can recognize and procure them more easily. Second, next steps, noting that converting select partnerships, specifically Zendesk, Five9, and DataOrb, into co-developed IP with shared P&L could make the ecosystem strategy scalable. Source: HFS Research, 2026.

Source: HFS Research, 2026

To read the complete report, click the download button below.

Sign in to view or download this research.

Login

Register

Insight. Inspiration. Impact.

Register now for immediate access of HFS' research, data and forward looking trends.

Get Started

Authors

Related

Download Research

    Sign In

    Sign up for a free
    research account

    With the exception of our Horizons reports, most of our research is available for free on our website. Sign up for a free account and start realizing the power of insights now.

    By registering you agree to our privacy policy.

    I hereby consent that HFS Research can process my personal data.

    Digests/Newsletters: Overviews of the latest news, insight, and research by HFS.

    HFS Events: Exclusive invitations to HFS webinars, roundtables, and summits, bringing together key industry stakeholders focused on major innovations impacting business operations.

    Premium Access

    Our premium subscription gives enterprise clients access to our complete library of proprietary research, direct access to our industry analysts, and other benefits.

    Contact us at [email protected] for more information on premium access.

      Contact Ask HFS AI Support