India is the Most Favored Offshore CX Delivery Point in 2025
- May 14, 2025
Ryan Strategic Advisory’s annual sounding of enterprise contact center buyers indicates that for the third straight year, India is the most-favored offshore destination for customer experience delivery.
The 2025 CX Technology and Global Services Survey collated the views of 819 captive contact center leaders in 12 national demand markets based in Western Europe, Asia-Pacific and North America during Q1 of this year. Each of these individuals was asked to provide their level of favorability toward a list of approximately 50 offshore / nearshore delivery options for contact center work.
India scored a proverbial hat-trick, having previously been selected for this prestigious honor in 2024 and 2023. There were significant levels of goodwill for Indian CX delivery in most demand markets surveyed; it scored either 1st or 2nd among participants across English-speaking locations, and placed solidly in the Asia-Pacific region.
The Philippines is the second-most favored offshore destination in 2025. Unsurprisingly, it was well-rated by captive CX operators based in the USA, Canada, the UK and Australia. It was also the most-favored delivery point among respondents in Singapore and South Korea, speaking to its nearshore appeal within Asia-Pacific.
Poland and South Africa tie for third in this year’s offshore favorability rankings. In the case of Poland, it scored very well in Germany and the Netherlands where it was ranked the most preferred delivery point. It is also a top 5 choice among CX captive leaders in the UK and Italy. And, while its bronze medal this year means that South Africa slides down from its 2nd-place finish in 2024, no one should underestimate the resiliency of this African offshoring powerhouse – it remains the far-and-away first choice for enterprise contact center leaders in the USA and Australia, and a close second in the UK and Canada.
Malaysia remains in this year’s top 5 offshore favorability choices, driven heavily by positive reviews from participants in Australia, Japan, Singapore and South Korea. This destination also scored reasonably well in the USA and the UK.
Egypt rounds out the most-favored offshore / nearshore destinations in 2025, holding onto its 5th place mantle from last year. As an offshoring location, it maintains consistent cross-region appeal, appearing in the short-lists of enterprise CX executives in North America, Western Europe and (in some cases) Asia-Pacific.
There are also some Cinderella stories that deserve recognition in 2025, the most notable being Fiji – as an offshoring location, it continues to attract attention from buyers of outsourced services, coming a hair from cracking the top 5 this year. Fiji is especially well viewed among captive CX leaders in Asia-Pacific but shows burgeoning levels of favorability in the UK and North America. The investment promotion efforts of Fiji’s outsourcing stakeholders are clearly having a positive impact on its offshore appeal.
Moving into the second half of 2025, many are wondering about how the offshore will continue to evolve – geo-political tensions, climate change and economic uncertainty fuel concerns about which destinations make sense from a business continuity perspective. The disruption leveled by hype-cycles related to emerging technologies will also shake things up when it comes to the delivery of niche consumer languages.
That said, the role of offshore and nearshore destinations remains undeniable as buyers of BPO services and their outsourcing partners seek to find the best talents in overseas locations as a means to ensure a balanced CX delivery portfolio. The top 5 results this year highlight that established, stable and proven choices are at the heart of this strategic approach.
Source: Ryan Strategic Advisory