Our new research with 200 in-house CX leaders reveals a sharp shift back onshore, with 73% saying they’d choose UK delivery if cost wasn’t a factor and 34% actively planning to reshore within the next year. This is on top of the 46% that already deliver at least some of their customer services in the UK.

Why? Because AI and automation are rewriting both the economics and the expectations of CX delivery.

We’re already seeing digital agents cutting costs by almost two-thirds, allowing UK-based models to compete on price while offering cultural alignment, stronger compliance, robust data protection and better service quality. 

Leading brands like BT, Thames Water and Barclays are already leading the way.