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Customer experience is no longer the exclusive responsibility of contact centres. It is expanding, spreading and becoming a company-wide priority. This is where CXaaS — Customer Experience as a Service — comes into play.
The traditional boundaries of customer service are expanding. It’s no longer just about equipping call centre agents with powerful tools. Customer Experience as a Service (CXaaS) makes the full functional value of customer engagement platforms accessible to all employees who interact with customers — from bank advisers to in-store sales assistants, from field support teams to marketing departments.
This holistic approach has been made possible thanks to the cloud, AI and the rise of open architectures. It enables the unification of channels, data and tools, while adapting to the specific needs of each role. The result: a smoother, more consistent and more engaging customer experience.
Still relatively unknown — and often confused with CCaaS (Contact Centre as a Service) — CXaaS deserves a clear explanation. How does it work? Who is it for? What tangible benefits can it bring? Here is a breakdown of a concept that is transforming customer relationships.
CXaaS, or Customer Experience as a Service, is a solution designed to transform customer experience into a full service: on-demand, scalable and managed end-to-end. Combining cloud, data and artificial intelligence, CXaaS extends the capabilities of the traditional contact centre to all roles that engage with customers: sales teams, in-branch agents, field technicians, and more. It is no longer just about handling interactions, but about delivering one unified, personalised and continuous customer experience across every touchpoint.
The definition of CXaaS therefore goes beyond that of CCaaS. While CCaaS focuses on managing multichannel interactions in a cloud-based environment, CXaaS takes things further by integrating tools, data and journeys that span the entire organisation.
As Jean-Denis Garo, VP Product & Global Marketing at Odigo, explains:
“We take the core of the contact centre and remove the walls. We go beyond boundaries to extend the functional richness of the contact centre to all front-office employees.”
This approach breaks down silos, enabling better customer knowledge-sharing and more consistent service — regardless of channel or employee.
Designed to orchestrate modern customer relationships, CXaaS is modular and scalable. It addresses today’s business priorities: improving customer satisfaction, reducing costs and creating memorable experiences at every stage of the journey.
To understand how CXaaS works, imagine a cloud platform designed to centralise and orchestrate all interactions between a company and its customers. CXaaS relies on a modular cloud architecture that brings together a wide range of technology components: omnichannel engagement, AI, analytics, process automation, CRM integration, and more. The goal is simple: continuously optimise interactions, making every exchange smoother, more relevant and more efficient.
Where traditional contact centre tools often only serve a specific team, CXaaS opens its capabilities to all front-office profiles. In practice, a bank adviser, a shop assistant or a field technician can access the same tools as contact centre agents: a simplified console, customer history, contextual guidance… all in real-time through the cloud. The outcome: a more consistent customer experience, regardless of who handles the interaction or which channel is used.
A CXaaS platform brings together powerful tools covering the full customer lifecycle — from the first contact to post-interaction analysis.
At its core, it offers the usual omnichannel capabilities (voice, chat, email, social media), enriched with AI to support agents in real time, automate repetitive tasks and personalise responses. This may include conversational AI, voicebots, speech-to-text, or recommendation engines.
Automation is central to CXaaS. It streamlines processes at every stage of the journey: request qualification, intelligent routing, automatic call summaries, emotion and intent detection, and more. These tools integrate seamlessly with the platform, often connecting with external systems such as CRM, ERP or knowledge bases.
This blend of technology, AI and automation makes CXaaS an agile solution, capable of adapting to each organisation’s needs while ensuring consistent service quality at scale.
CXaaS doesn’t just modernise customer service tools — it fundamentally reshapes the way companies interact with their customers. By harnessing cloud, data and automation, it delivers significant benefits for customers, employees and business leaders. Here are the key advantages:
• Huge gains in operational efficiency:By automating time-consuming tasks such as request qualification or call summaries, CXaaS frees up teams to focus on what matters most.“We provide knowledge, the ability to act quickly, and at every level of the organisation,” says Jean-Denis Garo, highlighting the strategic value of this approach.
• A smoother, more consistent customer experience:With unified tools and data across all channels, interactions become more natural and contextualised. Customer history is shared, responses are personalised and organisational silos are eliminated.
• Higher customer satisfaction:Fewer transfers, faster responses and consistent service quality remove friction and make a noticeable difference.“Your bank adviser may not see themselves as a contact centre agent, but with CXaaS they can deliver the same level of service,” adds Jean-Denis Garo.
• Maximum agility through the cloud:Fast deployment, scalability and mobile access make CXaaS ideal for multisite companies or hybrid teams — whether in a branch, on the road or in the field.
• Smarter use of customer data:Speech analytics, intelligent dashboards and AI make it easier to identify trends, detect weak signals and continuously improve customer journeys.
Introducing CXaaS isn’t just a technology rollout — it’s a strategic shift towards a customer-centric, data-driven, collaborative business model.
Start by defining key business goals — simplifying journeys, improving satisfaction, reducing costs — and identify which customer touchpoints would benefit most from a CXaaS approach. Thanks to its cloud-based architecture, deployment can be gradual, starting with a pilot (branch, service team, sales network) before expanding to other departments.
It’s crucial to involve all relevant stakeholders early on: customer service, IT, operations, etc. Success depends on effective change management, ensuring tools are adapted to real-world use cases and supported by expert guidance to maximise adoption. With the right technology partner, CXaaS becomes a powerful opportunity to transform customer experience into a driver of business performance.
Your choice between CXaaS and CCaaS depends on both your scope and your ambitions for customer engagement.
Choose CCaaS if your main goal is to modernise your contact centre with a cloud-based omnichannel platform enhanced with interaction management, AI and supervision tools.
Choose CXaaS if you want to extend the power of the contact centre to all customer-facing employees: advisers, salespeople, technicians and more. CXaaS removes silos across tools, data and journeys to deliver a unified customer experience across the whole organisation.
In summary: choose CCaaS to boost your customer service performance; choose CXaaS for a full transformation of customer engagement with a cross-functional, agile, cloud-driven approach.
The CXaaS market is rapidly growing, driven by rising customer expectations and accelerated digital transformation. Key trends include:
• Hyper-personalisation:AI and conversational data enable tailor-made journeys, adapting in real-time to customer behaviour, intent and emotions.
• Expansion beyond the contact centre:A major trend is the extension of tools to other teams. CXaaS is becoming a transversal solution used in branches, in the field or on the move — far beyond the customer service team.
• Generative AI and agent copilots:Solutions increasingly include intelligent automation — such as call summaries, real-time guidance and intent detection — to support employees and enhance interaction quality.
• Real-time conversational analytics:The ability to analyse large-scale voice, chat and email interactions is now a key competitive advantage, helping businesses act quickly, detect weak signals and anticipate customer needs.
• Cloud-driven scalability:Cloud remains a foundational pillar of CXaaS, enabling flexibility, scalability and fast deployment for multisite or hybrid organisations.
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