Industry Playbook - GCC

The GCC CX Mandate: A Playbook for India's Global Capability Centres

Understanding the state of customer experience in the GCC industry in India

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Ready to stop running yesterday’s contact centre model?

India’s Global Capability Centres (GCCs) have moved well past the cost arbitrage era. Leadership roles based out of India have grown at nearly 40% CAGR over five years, and Indian GCCs are now trusted to own engineering, AI, product, and customer experience for their global parent companies. That shift in mandate changes what a GCC’s contact centre is expected to deliver.

The trouble is that infrastructure hasn’t kept pace with ambition. Most GCC contact centres still run on legacy systems set up when the operation began, agents still toggle between disconnected CRMs, chat consoles, and ticketing tools, and AI pilots still stall the moment they hit fragmented data.

The GCC CX Mandate playbook unpacks why this gap exists, what it costs in customer experience and agent attrition, and what a modern, AI-orchestrated contact centre actually needs to look like.

What's inside:

The scale and pace of GCC growth across India, and what it means for contact centre expectations
Why most GCC contact centres struggle to keep up: legacy infrastructure, siloed tools, and limited integration
How these gaps show up in real CX metrics: personalisation, journey continuity, automation, and omnichannel consistency
What separates the top-performing GCCs on innovation, market advantage, and enterprise efficiency
The three capabilities every modern GCC contact centre needs: AI-powered orchestration, workforce engagement management, and journey intelligence
How Genesys Cloud CX helps GCCs close the gap - with real example