The Customer Xperience Association of the Philippines (CXAP), formerly known as the Contact Center Association of the Philippines (CCAP), has rebranded itself to reflect the Philippine customer experience industry’s shift toward AI-enabled services and higher-value work.
The rebranding was formally launched during the 10th edition of Contact Islands, an annual industry conference being held from May 26 to 28 in Cebu.
CXAP said the move signals the evolution of the country’s contact center sector from traditional voice-based operations into a broader customer experience (CX) industry integrating artificial intelligence and multi-channel services.
“Today, we are delivering sophisticated, AI-enabled, multi-channel customer experience [CX] solutions to the world,” said Haidee C. Enriquez, president of CXAP.
“Our people are no longer simply handling transactions. They are solving problems, building relationships, and creating value.”
Enriquez said the organization’s new identity reflects an industry “prepared to lead in a world shaped by both human capability and intelligent technology.”
The new logo features an “X” formed by two interlocking “C” shapes, which the group said represents both its contact center roots and the intersection of people, technology, and customer experience.
Industry leaders also highlighted the continued growth of the contact center-business process management (CC-BPM) sector despite concerns over the impact of AI on jobs.
According to a report presented during the conference by CXAP chairman Mitch Locsin, the CC-BPM sector posted revenues of $33.9 billion in 2025, up 6.94% from $31.7 billion in 2024. The industry is projected to grow further to $35.7 billion in 2026.
“The CC-BPM sector’s performance is on track and is expected to remain strong, aligning with the 2028 roadmap targets of the IT-BPM industry,” Locsin said.
Employment in the sector also continued to rise, with more than 60,000 agents hired in 2025, bringing total full-time employees to 1.68 million. The industry expects employment to reach 1.73 million this year.
CXAP said AI integration is creating demand for new services and job roles, including prompt engineers, AI trainers, AI ethicists, and CX AI solutions architects.
Based on the organization’s 2026 executive survey, 52% of respondents said they are in the moderate adoption stage of AI technologies, while generative AI, predictive analytics, chatbots, agentic AI, and robotic process automation emerged as the most widely adopted tools.
“The country is truly living its next era of CX, making the sector remain an important growth driver of the national economy,” said Benedict Hernandez, board member of CXAP.
