HFS Research Names Firstsource a CX Market Leader
The firm earned Horizon 3 status in the 2026 report evaluating customer experience service providers.
Updated on Oct. 20, 2026 in Professional Services
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HFS Research has recognized Firstsource Solutions Limited as a Horizon 3 Market Leader in its 2026 CX services report. The assessment evaluated how providers manage the customer experience value chain.
Why it matters
Enterprises are increasingly seeking service partners that can assume direct accountability for business outcomes as AI technology becomes deeply embedded in their daily operations.
The report evaluated 33 service providers, while identifying a market gap where 76% of CX buyers desire outcome-based pricing despite only 5% of current contracts utilizing such models.
The players
Firstsource Solutions Limited
This provider is a global business process management company that specializes in customer experience services.
HFS Research
This organization is a global analyst firm that provides insights and research into business operations and technology services.
RP-Sanjiv Goenka Group
This entity is a major Indian conglomerate that maintains a diverse portfolio of businesses across several industries.
The details
Firstsource, a unit of the RP-Sanjiv Goenka Group, leverages proprietary tools including the Kairos operating system, Agentic AI Studio, and Intelligent Context Framework to orchestrate CX. The firm maintains operations across the US, UK, India, Philippines, Mexico, Romania, Trinidad & Tobago, South Africa, and Australia.
Timeline
2026: HFS Research published the CX services report.
Market Landscape
This development highlights the industry shift toward accountability, as firms pivot from traditional service models to outcome-based contracts. This positions Firstsource to capture enterprise demand by scaling AI-driven CX solutions against competitors failing to meet this demand.
Enterprise clients should expect providers to push for more outcome-based pricing models in upcoming contract negotiations. This shift will likely lead to more integrated AI-driven support structures in the customer service portals that businesses interact with daily.
The takeaway
Companies prioritizing AI orchestration are increasingly winning market share by promising measurable business results rather than just labor-based services. Decision-makers should evaluate whether their service contracts align with the growing trend toward gainshare performance incentives.
Further reading
For more on industry shifts, visit the Professional Services section.
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