Australia Customer Experience Management Market Size, Share - Growth Analysis Report and Forecast Trends (2026-2035)

Market Overview

The Australia customer experience management market is shifting from measuring satisfaction to automating resolution. Organisations that once ran periodic surveys now connect contact centre, digital and feedback data, then use artificial intelligence agents to act on it in the moment.

Three forces are shaping demand: agent-based automation, with Salesforce reporting in June 2026 that 76% of Australian service leaders are prioritising customer-facing artificial intelligence spending; regulatory scrutiny, as the Australian Communications and Media Authority published quarterly complaint-handling data in July 2026; and workforce sensitivity, after Commonwealth Bank reversed planned call centre job cuts in August 2025.

Policy is also moving. The Digital Transformation Agency released its 2025 Implementation Plan for the Data and Digital Government Strategy in November 2025, including a Digital Experience Policy, and new Privacy Act transparency rules for automated decision-making take effect next month. In May 2026 Qualtrics completed its USD 6.75 billion purchase of Press Ganey Forsta.

Key Market Trends and Insights

• Agentic service adoption: Salesforce research released in June 2026 found 76% of Australian service leaders prioritising customer-facing artificial intelligence spending, well ahead of the global average.
• Complaint scrutiny: The Australian Communications and Media Authority recorded more than 184,000 telecommunications complaints in the first quarter of 2026, with an industry average resolution time of 5.3 days.
• Carrier contact centre scale: Telstra's new Agentforce agents, announced in September 2026, support more than 1,000 contact centre representatives who handle millions of customer interactions each year.
• Platform consolidation: Qualtrics completed its USD 6.75 billion acquisition of Press Ganey Forsta, reported in May 2026, adding patient feedback systems used in more than 41,000 healthcare facilities worldwide.

Australia Customer Experience Management Market Size and Forecast

The market is moving from standalone survey programs and voice-led contact centres towards connected platforms that unify feedback, service and analytics, then trigger action through artificial intelligence agents. Contact centre and customer service platforms lead in value, while journey analytics and orchestration advance fastest as organisations demand context across channels. Public cloud dominates delivery, with hybrid cloud growing quickest in regulated sectors. Banking, financial services and insurance remain the largest buyers, and government and public sector spending grows fastest. New South Wales leads by revenue and Victoria expands fastest. Privacy obligations, complaint-handling rules and workforce concerns will shape how quickly automation scales, favouring vendors with transparent governance and strong local delivery capacity.

Key Takeaways: Australia Customer Experience Management Market

Automation Spend Compounds From a Large Platform Base

Revenue is on course to nearly triple, from USD 2,150.00 million in 2025 to USD 6,215.65 million in 2035 at an 11.2% CAGR. Telstra's September 2026 deployment and Salesforce's June 2026 research show large buyers moving from pilots to production.

Journey Analytics, Hybrid Cloud and Government Lead Growth

Contact Centre and Customer Service Platforms hold the largest share, but Journey Analytics and Orchestration grows at an estimated 13.8% CAGR, Hybrid Cloud at an estimated 12.6% and Government and Public Sector at an estimated 13.1% through 2035. Qualtrics added connectors to Genesys, NICE and Salesforce contact centre data in March 2026.

Regulation and Workforce Shape the Pace of Automation

Complaint league tables and privacy rules raise the bar for transparent service, while the Commonwealth Bank episode showed the reputational risk of automating too quickly.

• More than 184,000 telecommunications complaints recorded in the first quarter of 2026
• Telstra averaged 9 days to resolve complaints against an industry average of 5.3 days
• Commonwealth Bank reversed 45 planned call centre job cuts in August 2025

Australia Customer Experience Management Market Report Summary

Key Insight

Cloud platforms, artificial intelligence agents and analytics are reshaping how Australian organisations capture and act on customer feedback. New South Wales leads, while Victoria grows fastest.

Key Trends in the Australia Customer Experience Management Market

The Australia customer experience management market is being reshaped by agent-based service automation, regulator-published complaint data and growing attention to workforce impacts.

September 2026 - Telstra Deploys Salesforce Agentforce Agents to Support Customer Service Guarantee Compliance

• Salesforce said on 22 September 2026 that Telstra's interim service agent checks refund eligibility, calculates amounts and monitors service restoration for fixed-line customers.
• The agents support more than 1,000 contact centre representatives.
• Regulated carriers are automating first where rules are explicit.

July 2026 - ACMA Publishes January to March 2026 Telecommunications Complaint-Handling Data

• The Australian Communications and Media Authority reported more than 184,000 complaints and an industry average resolution time of 5.3 days.
• Telstra averaged 9 days and Optus 4 days, while 7.2% of complaints were referred to the Telecommunications Industry Ombudsman.
• Published league tables push carriers towards complaint analytics.

June 2026 - Salesforce Finds Australian Service Leaders Prioritising Customer-Facing AI

• Salesforce's State of Service report, shared at Agentforce World Tour Melbourne on 17 June 2026, found 76% of Australian service leaders prioritising such spending.
• Some 80% trust agents for complex troubleshooting, yet 83% report stricter regulation than global peers.
• Kogan led the keynote, and EasyPark reported a 25% improvement in customer response times.

August 2025 - Commonwealth Bank Reverses Call Centre Job Cuts Tied to an AI Voicebot

• On 21 August 2025 the bank reversed a plan announced in July 2025 to cut 45 Customer Service Direct roles after introducing a voicebot.
• A spokesperson called the original decision an error.
• The episode shows buyers must pair automation with workforce consultation, which favours tools that assist agents before replacing them.

Key Insight

Agentic automation in contact centres, closer regulator scrutiny of complaint handling and incoming automated decision-making disclosure rules are shaping buying, while workforce concerns temper the pace.

Recent Market Developments in the Australia Customer Experience Management Market

Recent developments, presented from the most recent, show product releases, consolidation and local investment by the platform vendors serving Australian organisations.

September 2026 - Medallia Releases Multilingual AI and Previews Agentic Automation

• Medallia announced its second-half release on 24 September 2026, extending generative artificial intelligence to seven more languages and speech analytics to six more.
• It cited feedback topic discovery up to five times faster and said frontline AI is used by more than 650 enterprise brands.
• In June 2026 the company completed a recapitalisation bringing USD 150 million of new capital and a stated USD 500 million product commitment.

June 2026 - Genesys Reports Genesys Cloud Annual Recurring Revenue of USD 2.8 Billion

• Genesys reported on 11 June 2026 that Genesys Cloud annual recurring revenue reached USD 2.8 billion, up nearly 35% year on year.
• Electrolux, which has a significant Australian presence, cited a 70% cut in technology costs after consolidating voice, digital and AI functions.
• Nearly 45% of revenue came from outside North America.

May 2026 - Qualtrics Completes USD 6.75 Billion Acquisition of Press Ganey Forsta

• Trade press reported on 19 May 2026 that Qualtrics had completed the deal, joining experience management with patient feedback systems.
• Those systems are used in more than 41,000 healthcare facilities worldwide.
• Local deployment details were not disclosed.

February 2026 - Salesforce Adds Local Engineers at Agentforce World Tour Sydney

• At the 24 February 2026 event Salesforce announced a local team of forward deployed engineers to move Australian customers from pilots to production.
• Zurich Australia uses Agentforce to automate tasks such as processing death certificates, and DonateLife Victoria reported saving 1,500 minutes of critical care time per coordinator.

Key Insight

Platform vendors launched agent-based service tools, consolidated through acquisition and restructured their finances, while Australian carriers and service teams moved routine enquiries onto automated agents.

Australia Customer Experience Management Industry Segmentation

The Expert Market Research’s report on the Australia Customer Experience Management Market offers a detailed analysis of the market based on the following segments.

Market Breakup by Solution Type

• Contact Centre and Customer Service Platforms
• Survey and Feedback Management
• Journey Analytics and Orchestration
• Digital Experience and Engagement
• Others

Contact Centre and Customer Service Platforms lead, in our estimate, as carriers route millions of interactions through them, including Telstra's September 2026 Agentforce agents supporting more than 1,000 representatives. Journey Analytics and Orchestration grows fastest at an estimated 13.8% CAGR through 2035, helped by Qualtrics' March 2026 connectors that unify Genesys, NICE and Salesforce data. Survey and Feedback Management benefits from Medallia's September 2026 release adding multilingual analysis. Digital Experience and Engagement covers messaging, web and app tools such as those EasyPark used to speed responses by 25%.

Market Breakup by Deployment Mode

• Public Cloud
• Private Cloud
• Hybrid Cloud
• On-Premises
• Others

Public Cloud leads, in our estimate, as Genesys reported in June 2026 that Genesys Cloud annual recurring revenue reached USD 2.8 billion globally, and Electrolux cut technology costs by 70% after consolidating on it. Hybrid Cloud grows fastest at an estimated 12.6% CAGR through 2035, because banks and public agencies keep sensitive records in controlled environments while adding cloud agents. Private Cloud suits regulated workloads. On-Premises remains in legacy contact centre estates and gradually loses share.

Market Breakup by End-Use Industry

• Banking, Financial Services and Insurance
• Telecommunications and Media
• Retail and E-commerce
• Government and Public Sector
• Healthcare
• Others

Banking, Financial Services and Insurance leads, in our estimate, with Commonwealth Bank's August 2025 reversal of 45 planned job cuts showing how closely automation is watched. Government and Public Sector grows fastest at an estimated 13.1% CAGR through 2035, supported by the Digital Transformation Agency's November 2025 implementation plan and its Digital Experience Policy. Telecommunications and Media faces complaint league tables published by the Australian Communications and Media Authority in July 2026. Retail and E-commerce uses agent tools such as Kogan's, shown in June 2026. Healthcare gains from Qualtrics' May 2026 completion of Press Ganey Forsta.

Market Breakup by Region

• New South Wales
• Victoria
• Queensland
• Western Australia
• Others (Rest of Australia)

New South Wales dominates, in our estimate, as Sydney hosts Commonwealth Bank and Optus and staged Salesforce's Agentforce World Tour in February 2026, and it grows at an estimated 10.6% CAGR through 2035 from a large base. Victoria is the fastest-growing region at an estimated 12.0%, with Telstra deploying Agentforce in September 2026 and Salesforce opening an expanded Melbourne office at 55 Collins Street in June 2026. Queensland grows at 11.4% on retail, tourism and public service demand. Western Australia grows at 11.6%, as P&N Group transforms its contact centre with Genesys and Salesforce. Rest of Australia grows at 11.0%, supported by federal agencies.

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If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.

Competitive Landscape in the Australia Customer Experience Management Market

Competition combines global platform vendors, contact centre specialists, experience management pure plays and local integrators. Entry barriers include integration with legacy telephony and customer data, local delivery and support capacity, compliance with privacy and complaint-handling rules, and proven artificial intelligence governance.

Salesforce

Salesforce, headquartered in San Francisco, California, sells Agentforce, Service Cloud and Data Cloud tools that automate service and sales interactions. In September 2026 Telstra deployed Agentforce agents to support more than 1,000 contact centre representatives. In February 2026 it announced a local team of forward deployed engineers in Australia, and in June 2026 it opened an expanded Melbourne office and released research showing 76% of Australian service leaders prioritising customer-facing artificial intelligence.

Genesys

Genesys, headquartered in Menlo Park, California, supplies the Genesys Cloud contact centre and experience orchestration platform with virtual agents, copilots and workforce tools. It reported Genesys Cloud annual recurring revenue of nearly USD 2.6 billion in March 2026 and USD 2.8 billion in June 2026. Australian customers include P&N Group, which is transforming its contact centre with Genesys and Salesforce so summaries cover every call, and Electrolux.

Qualtrics

Qualtrics, with headquarters in Seattle, Washington and Provo, Utah, sells experience management software for customer, employee and brand feedback. In March 2026 it added omnichannel feedback intake with connectors for Genesys, NICE and Salesforce, plus Experience Agents that act within service workflows. In May 2026 it completed the USD 6.75 billion acquisition of Press Ganey Forsta, extending its reach in healthcare feedback.

Medallia

Medallia, based in San Francisco, California, provides experience management software that analyses feedback from surveys, speech and digital channels for enterprise brands. In June 2026 it agreed a recapitalisation with a lender group, adding USD 150 million of new capital. Its September 2026 second-half release extended generative artificial intelligence to seven more languages and previewed conversational feedback and agentic automation.

Other players operating in the Australia customer experience management market include NICE, Zendesk, Adobe, SAP, and Datacom, alongside regional integrators, specialist survey providers, contact centre outsourcers and local software developers supplying platforms and services to banks, carriers, retailers, government agencies and health providers across Australia.

Key Insight

Competition blends global platform vendors, contact centre specialists and local integrators, where data integration, local delivery and trusted governance matter more than feature breadth alone.