Competitive Intelligence

TELUS Digital: Customer Experience Services Capabilities, 2026

This TELUS Digital: Customer Experience Services Capabilities, 2026 competitive intelligence profile is for customer experience leaders, CMOs, and sourcing executives evaluating its embedded operator model, proven by running CX for parent TELUS.

A composite slide titled "TELUS Digital: Customer Experience Services, 2026." On the left is the HFS Horizons: Customer Experience Services, 2026 placement diagram, a beach and ocean themed graphic divided into three stacked horizontal bands representing three horizons, with a left side vertical axis labeled "Innovation Scope" running Functional, Enterprise, Ecosystem from bottom to top, and a right side vertical axis labeled "Value Aspiration" running Digital, Experience, Growth from bottom to top; the bottom sand colored band is labeled "Horizon 1, Functional transformation" and lists, alphabetically, the logos of HGS, ibex, iQor, Konvecta, Mphasis, and TELUS Digital, six providers in total; the middle blue band is labeled "Horizon 2, End to end experience transformation" and lists, alphabetically, the logos of Amdocs, Atain, Coforge, Concentrix, Deloitte, HCLTech, IntouchCX, LTM, Movate, Transcom, TTEC, and Wipro, twelve providers in total; the top deep blue band is labeled "Horizon 3, Ecosystem synergy and new value creation" and lists, alphabetically, the logos of Accenture, Capgemini, Cognizant, EXL, EY, Firstsource, Genpact, IBM, Infosys, KPMG, Publicis Sapient, Sutherland, TCS, and Tech Mahindra, fourteen providers in total, for a diagram total of thirty two provider logos across all three horizons; below the diagram is a caption reading "Note: All service providers within a Horizon are listed alphabetically" and "Source: HFS Research, 2026." On the right side of the slide is a purple bordered panel containing the TELUS Digital logo alongside the heading "Horizon 1 Functional transformation" and the subheading "Optimize functional CX performance," followed below by a blue outlined pull quote box with a large quotation mark icon containing the text "Proprietary AI products along with embedded engineering muscle elevating the CX services," followed by a paragraph of body text reading that HFS Horizons: Customer Experience Services, 2026 assess 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; note that the diagram itself displays only 32 provider logos across the three horizons, one fewer than the 33 stated in the accompanying text, a discrepancy worth flagging.

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

Key facts about TELUS Digital’s customer experience services capabilities

A composite slide titled "Key facts about TELUS Digital's customer experience services capabilities," laid out as a six panel table. The first panel, "Key offerings," lists Customer care, technical support, sales and retention, back office and compliance, CX strategy and advisory, AI training and deployment, workflow automation, autonomous action and fulfillment, CCaaS and CRM implementation, web and app development, trust and safety, digital CX transformation, digital marketing services, experience design, and financial crime and compliance. The second panel, "Mergers and acquisitions (2023 to 2026)," lists two acquisitions: Gerent (2025), described as a premiere Salesforce focused consultancy that delivers enterprise scale implementation, integration, and agentic AI solutions, and Gear Inc. (2025), described as a BPO services provider to strengthen regional coverage and operational scalability. The third panel, "Key clients," states the number of customer experience clients as 600 plus and lists key clients, all described anonymously by sector and profile rather than named: a global online furniture marketplace, a global financial services company, and a global online marketplace; no client names are disclosed. The fourth panel, "Partnerships," lists AWS, Five9, Genesys, Google Cloud, Salesforce, Zendesk, Sanas, Sumsub, Verint, Microsoft, Anthropic, Automation Anywhere, Adobe, Appian, eGain, and HubSpot. The fifth panel, "Global operations and resources," states a customer experience headcount of 83,000, a total of 70 plus delivery centers and digital studios in 35 plus countries, and notes that the locations of centers by major geography are not disclosed. The sixth panel, "Flagship internal IP," lists TELUS Digital Fuel iX™ Agent Trainer described as an AI simulated training solution that helps agents build skills through realistic chat and voice simulations, TELUS Digital Fuel iX™ Agent Assist described as a real time agent guidance tool that surfaces knowledge and next best action support during live customer interactions, TELUS Digital Fuel iX™ Agent Quality described as an AI enabled quality management and insights solution, and TELUS Digital Fuel iX™ Fortify described as an automated red teaming solution for testing and strengthening GenAI application.

Source: HFS Research, 2026

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

A composite slide titled "TELUS Digital's performance in the study and HFS' views of its strengths and development opportunities for customer experience services capabilities." On the left is a simplified version of the Horizons beach themed graphic, showing the same three stacked horizontal bands, with the top two bands, labeled "Horizon 3, Ecosystem synergy and new value creation" and "Horizon 2, End to end experience transformation," rendered in a grayed out, desaturated tone with text only and no logos, while the bottom band, labeled "Horizon 1, Functional transformation," is highlighted in full color with a purple bordered label box and displays the TELUS Digital logo, indicating TELUS Digital's assigned horizon through this color and border contrast against the two grayed out bands above it. On the right is a text panel with two headed sections. The "Strengths" section contains four bullet points: the first, "AI fueled CXM anchored in operational delivery," states that TELUS Digital positions itself as the AI fueled CX transformation partner that operates, automates, and elevates the contact center across the full customer lifecycle, along with a proprietary product layer and an embedded operator posture proven by running CX for parent TELUS; the second, "A distinctive embedded operator story backed by TELUS Digital enterprise experience," states that its proprietary Fuel iX product suite, comprising Agent Trainer, Agent Assist, Agent Quality, and Fortify automated red teaming, gives it owned IP rather than re-badged partner technology, and that another differentiator is its embedded operator heritage running CX for parent TELUS as well as telecom, health, agriculture, and consumer facing businesses; the third, "Fuel iX and curated partner technology that creates a practical AI stack for CX operations," states that TELUS Digital has moved beyond generic GenAI claims with named assets, including Fuel iX Agent Trainer, Fuel iX Agent Assist, Fuel iX Agent Quality, and Fuel iX Fortify for automated red teaming; the fourth, "Outcomes," states that for a global online furniture marketplace, TELUS Digital deployed Fuel iX Agent Trainer simulation learning, lifting sales conversion by 9%, raising average order value by 45 dollars, and improving first month close rate by 7.2% in over six months, that in financial services its CX strategy team designed a real time transfer journey tracker that delivered 12 million dollars in annual cost savings and revenue uplift, and that outcomes skew usefully toward revenue and cost, though several headline figures are self estimated. The "Development opportunities" section contains two bullet points: the first, "What we'd like to see more of," states that the Agent Trainer pilot that converted into contracted revenue shows the model, and that offering Fuel iX as a standalone product line could shift the commercial mix toward software; the second, "Next steps," states that customer facing resolution still runs on partner rails, and that a proprietary agentic resolution layer built on Embedded Engineering and Gerent's Salesforce depth could close that gap.

Source: HFS Research, 2026

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