A reflection on Everest Group’s 2025 PEAK Matrix®

Why we do what we do

At Ventrica, our work is more than customer service. It’s about creating moments that matter. Every conversation we handle, every interaction we design, is an opportunity to leave someone feeling valued, understood, and connected to the brand they’ve chosen to engage with.

That belief has been at the heart of Ventrica since day one. It’s what fuels our people. It’s why clients stay with us. And it’s why I feel such pride in leading this company.

The world of customer experience is not static. Expectations shift constantly. Technology evolves daily. But one truth never changes: people remember how you made them feel. Our passion lies in blending the best of AI and digital innovation with empathy and emotional intelligence, so that brands can build loyalty not just through transactions, but through trust.

That’s why, when Everest Group publishes its annual CXM Services PEAK Matrix®, I don’t just see a ranking. I see a mirror. A reflection of how we’re delivering on that purpose, and a reminder of how the industry itself is changing.

This year’s PEAK: what changed, and why

The 2025 assessment came with an important shift in criteria. Everest placed more weight on non-English language delivery, multi-industry coverage, and full value-chain breadth. These are valid measures, reflecting the needs of global enterprises that want large-scale, multi-vertical providers.

For a business like Ventrica, deliberately focused on depth rather than breadth, that inevitably shifts how we appear on the chart. We moved slightly leftward — not because our capability declined, but because the yardstick changed. Everest themselves were clear:

“The 2025 Everest Group CXM Services PEAK Matrix® assessment evaluates both the depth and breadth of provider capabilities as well as market impact to determine the final positioning of a provider and it is a comparative study of the featured providers, therefore liable to year-on-year change. For 2025 Everest Group refined the model and CXM services value chain to ensure it reflects evolving enterprise needs and market direction…”

In other words, the mirror is angled differently this year.

That’s why, when we place last year’s and this year’s charts side by side, you’ll see our position hasn’t dramatically shifted. What has shifted is the emphasis of the evaluation. And crucially, Everest also reaffirmed the areas where Ventrica excels.

Strengths that reflect who we are

Everest called out three strengths in particular:

1. Our commercial innovation: a willingness to adopt outcome- and output-based pricing that shares risk and rewards. For me, this matters because it proves we’re not just a supplier; we’re a partner willing to be accountable for real results.
2. Our omnichannel maturity: with more than half of our portfolio delivered outside of voice. Customers don’t think in channels, they think in outcomes. Our ability to blend chat, email, social, and voice (with AI woven in) is a true differentiator.
3. Our digital CX focus: with the launch of digital offering in 2025. What excites me here is the breadth of what this covers. For some clients, it’s a light-touch digital solution — ten licences to automate a single process. For others, it’s full digital transformation: redesigning workflows, managing BPM, and embedding AI and analytics across the operation. We don’t dictate where the journey should start. We meet each brand where they are, and we scale from there.

This range — from digital light-touch to full transformation — is one of the things I’m most proud of. Because it means we’re not forcing clients into a one-size-fits-all box. We’re enabling growth at their pace.

Big enough to deliver, small enough to care

Another phrase Everest highlighted resonates strongly with me: our ability to serve enterprises of all sizes. That’s because our model is built to scale.

We are big enough to deliver complex, multilingual, omnichannel programmes for household names like McDonald’s, Clarks, and Charlotte Tilbury. But we are also small enough to care — agile, responsive, and personal in how we partner with every client.

Behind that lies something vital: a strong financial foundation. We have the stability to keep investing in our people, our platforms, and our partnerships. But we also have the culture to remain approachable, human, and deeply committed to each relationship. That balance — scale with care — is the sweet spot our clients value most.

The bigger picture: where CX is heading

Stepping back, Everest’s wider market view aligns with what we’re seeing day to day:

• Traditional CX delivery is slowing, but digital is growing four times faster
• Hybrid models — mixing in-centre expertise with remote agility — are becoming the norm
• Pricing models are shifting steadily toward outcomes and impact
• And Generative AI is no longer theoretical; it’s becoming a frontline tool in CX

For me, the real insight here is that CX isn’t about a single leap into the future. It’s a journey. Brands will adopt digital in steps, moving from light-touch efficiencies to enterprise-wide transformation. That’s exactly why our Circle of Solutions is designed as a spectrum: to guide clients along that path, balancing people, process, and technology.

My reflection

So when I look at this year’s PEAK Matrix®, what do I see?

I see a mirror that challenges us to keep growing – in language capability, in industry breadth, and in scale. But I also see a reflection of our strengths: empathy, digital maturity, and commercial innovation.

Most importantly, I see confirmation that our strategy is sound. That our decision not to be a jack of all trades, but to focus on what truly matters, is the right one. That clients stay with us because we deliver outcomes that matter — reduced effort, increased loyalty, commercial growth.

Everest’s PEAK Matrix® is a useful lens, but it is not the whole story. The real story is told every day in the experiences we create for our clients’ customers. Experiences where empathy meets efficiency. Where technology and human care blend seamlessly. Where trust is earned and loyalty is built.

That is the Ventrica I see when I look in the mirror. A company that is big enough to deliver, small enough to care, and always ready to meet clients where they are — from digital light-touch to full transformation.

And that, for me, is something to be proud of.