The Philippine Contact Center Industry Enters a New Era as CCAP Rebrands to Customer Xperience Association of the Philippines (CXAP)

After 25 years as the Contact Center Association of the Philippines (CCAP), the industry’s leading organization has officially rebranded as the Customer Xperience Association of the Philippines (CXAP). The announcement was made during the 10th Contact Islands conference in Cebu, marking a significant evolution not only in name, but in how the industry sees itself and its future.

For decades, the Philippines has been recognized globally as a leader in contact center services. However, today’s industry has expanded far beyond traditional voice support. Organizations across the country now deliver sophisticated, AI-enabled, multi-channel customer experience solutions spanning customer care, technical support, digital engagement, analytics, customer journey management, and business process services.

The shift from CCAP to CXAP reflects this reality.

As CXAP President and MicroSourcing CEO Haidee Enriquez shared during the launch, the industry is no longer defined by transactions alone. Filipino professionals are increasingly focused on solving complex problems, building customer relationships, and creating meaningful business outcomes through a combination of human expertise and technology.

More Than a Rebrand

The transition from “Contact Center” to “Customer Xperience” signals a broader transformation taking place across the Philippine IT-BPM sector.

Artificial intelligence, automation, predictive analytics, and digital channels are reshaping how organizations interact with customers. Rather than diminishing the importance of people, these technologies are enabling customer experience professionals to move into higher-value roles that require critical thinking, empathy, judgment, and specialized expertise.

New opportunities are emerging across the industry, including roles in AI training, prompt engineering, customer journey design, CX consulting, analytics, and AI-enabled operations.

The new CXAP identity acknowledges that customer experience is now a strategic business function – one that combines people, processes, and technology to create better outcomes for customers and organizations alike.

A Strong Industry Positioned for Growth

The rebrand comes at a time of continued growth for the Philippine customer experience sector.

According to figures presented during Contact Islands 2026, the Contact Center and Business Process Management (CC-BPM) sector generated approximately US$33.9 billion in revenue in 2025, representing nearly 7% growth over the previous year. Industry revenues are projected to reach US$35.7 billion in 2026. The sector also added more than 60,000 jobs in 2025, bringing total employment to approximately 1.68 million professionals, with further growth expected this year.

These figures reinforce the continued importance of the Philippines as a global destination for customer experience, business process services, and increasingly, AI-enabled operations.

What This Means for Businesses

For organizations around the world, the CXAP rebrand reflects a broader industry reality: customer experience has become a key driver of business performance.

Today’s outsourcing and offshore delivery models are no longer limited to transactional support. Companies are increasingly leveraging global talent to enhance customer journeys, accelerate digital transformation, support AI initiatives, and deliver specialized expertise across a growing range of functions.

The Philippines remains uniquely positioned to support this evolution through its combination of customer-centric culture, deep talent pool, technology adoption, and proven delivery capability.

Looking Ahead

The transition from CCAP to CXAP represents more than a new name. It reflects the industry’s confidence in its future and its commitment to remaining globally competitive in a rapidly changing landscape.

As artificial intelligence continues to reshape customer interactions, the Philippine customer experience sector is demonstrating that technology and human talent are not competing forces – they are complementary strengths.

The future of customer experience will be defined by organizations that successfully combine both.
With the launch of CXAP, the industry has taken an important step toward that future.

About CXAP

The Customer Xperience Association of the Philippines (CXAP), formerly the Contact Center Association of the Philippines (CCAP), is the leading industry association representing the country’s customer experience and contact center sector. Established in 2001, the organization works closely with industry stakeholders, government agencies, and educational institutions to support the continued growth and global competitiveness of the Philippine customer experience industry.