FiveS Digital, a technology-led BPM company, along with CXfirst.ai, an AI-native B2B CX CRM SaaS platform organisation, has announced the appointment of Abhishek Sobti as Chief Operating Officer – CX Business and Global Sales. In this dual role, Sobti will be responsible for strengthening global CX delivery operations and driving enterprise-led growth across both organisations.
Sobti’s role spans operational scale and commercial expansion. On the delivery front, he will focus on scaling service excellence across voice, digital and omni-channel CX services, improving service quality and operational efficiency, and standardising delivery frameworks, governance models and best practices. His responsibilities also include workforce management, capacity planning and cost optimisation, with a clear focus on building predictable and scalable delivery operations.
On the growth side, Sobti will own the global sales strategy for FiveS Digital and CXfirst.ai, leading enterprise sales, large deal closures and strategic account expansion. He will drive cross-sell and upsell of CX services, SaaS platforms and automation-led solutions, while expanding presence across key markets including North America, EMEA and APAC. A key part of his mandate will be integrating technology, automation and AI to deliver outcome-driven CX transformation for clients.
Commenting on the appointment, Sobti said, “As I step into this role, I’m deeply thankful to the industry seniors, mentors, and colleagues who have played a pivotal role in my professional journey. Your guidance, belief, and constant push for excellence have shaped who I am as a leader today.”
In addition, Sobti will focus on building global alliances and strengthening the partner ecosystem across both organisations. This includes developing relationships with technology partners, system integrators and channel partners, driving co-selling and co-marketing initiatives, and accelerating adoption of the CXfirst.ai platform through resellers and integration partners.
Working closely with the founders and leadership teams at FiveS Digital and CXfirst.ai, Sobti will align operations, go-to-market strategies and innovation roadmaps to support profitable growth, operational resilience and differentiated customer value across industries and geographies.
Sobti brings over 18 years of experience across BPM, digital CX and enterprise technology. Prior to this appointment, he served as Chief Sales Officer at Radical Minds Technologies, where he led domestic and international sales across India, the UK and the US, built scalable sales organisations and drove digital experience-led growth.
Earlier in his career, Sobti held senior leadership roles at Tech Mahindra Business Process Services as Sales Head – India BPS, where he led large-scale CX and back-office transformation initiatives across multiple industries. His experience also includes leadership stints at AmyGB.ai, Intelenet Global Services, KocharTech and InterGlobe Technologies, spanning enterprise sales, solutioning, CX operations and large-deal management.
