The CX reset: Why onshoring is back

The old customer experience playbook said: offshore to save money. But our latest research shows that mantra is quickly losing relevance. With AI and automation changing the economics, brands are rethinking where and how they deliver customer experience.

In a survey of 200 in-house CX leaders:

• 73% said they would choose UK-based operations if cost wasn’t a factor.
• 34% are planning to reshore within the next 12 months.
• Nearly a third (31%) say better staff retention is influencing their move
• One in four point to cultural familiarity (26%), customer preference for local support (26%), better access to technology (25%) and simplified management and training (25%) as major pull factors.

What it means for you as a CX leader

With AI-powered digital agents able to cut costs by up to two-thirds, the question is no longer “Where should I offshore?” but “Do I need to offshore at all?”
By combining digital agents with skilled UK-based teams, your brand can deliver efficient, empathetic, and future-ready CX models that align with your customer’s expectations. Find out how.