Probe CX has been named the 2026 Australian Customer Experience Management Services Company of the Year by Frost & Sullivan in its Best Practices recognitions. This major achievement follows last year’s success, when Probe CX took home the Customer Value Leadership award in the same industry category.
Frost & Sullivan, a global business consulting and market research firm, conducted an in-depth analysis of Probe CX's capabilities in the context of the greater CX landscape in Australia. Its evaluation highlighted Probe CX’s sector leadership in amplifying human capabilities with technological excellence, helping transform its partners into future-ready, digital-first organisations.
Navigating a shifting market
Frost & Sullivan’s annual global survey of IT decision-makers found that 64% of Australian businesses rank improving CX among their top business priorities. However, delivering on this goal has grown increasingly complex for CX companies. The market is rapidly shifting from "labor-intensive delivery toward AI-led, evidence-based operations designed to resolve interactions at lower cost and at the pace set by demand."
Probe CX has navigated this complexity by designing intelligent customer experiences that rapidly align with each of its client’s specific needs and level of operational complexity. To address buyer concerns about deploying new technology, Probe CX provides proofs of concept and targeted consulting engagements that demonstrate value early, allowing solutions to scale alongside client confidence.
Frost & Sullivan’s Best Practices report notes:
“Probe Group sets the pace in the Australian CX transformation conversation by putting advanced technology to work while keeping human empathy at the center of delivery, an approach that turns capability into measurable client outcomes.”
Repeatable outcomes
A key differentiator for Probe CX is its proven ability to implement complex technological transitions seamlessly, backed by an unmatched local track record.
According to the report:
“Probe Group turns its technology into repeatable client outcomes more reliably than any locally based competitor, a claim its deployment record supports: more than 40 contact-center-as-a-service (CCaaS) implementations on the company's books, the largest count in the local market. Its delivery rests on a multi-brand stack rather than a single product.”
Human-centric, digital-first CX
Reflecting on this recognition, Probe CEO Sanj Ahuja emphasised the team effort and strategic vision behind the milestone:
“This prestigious recognition is a true reflection of our team’s customer obsession and unwavering commitment to innovation,” said Ahuja. “By blending our deep local expertise with our robust global delivery, we continue to generate significant, measurable value for our clients and their customers. Frost & Sullivan’s recognition perfectly highlights what we strive for every single day: delivering exceptional, human-centric experiences while leading the market in digital CX transformation.”
Want to see how the local CX landscape is evolving and how your business can lead the transition? Download the full Frost & Sullivan report below or contact us today to discover how your business can lead the transition to digital CX.
