BPO leaders struggle to align with CX strategy, says expert
MASSACHUSETTS, UNITED STATES — Business process outsourcing (BPO) leaders are struggling to align their corporate customer experience (CX) strategies with contact center operations, according to an industry expert.
In a recent interview with BPO Bullhorn, Steve Weston, Founder of customer experience support company Apex CX, discussed a significant disconnect between business process outsourcing (BPO) leadership and the realities of contact center operations.
“There’s a big disconnect in having a well-defined CX strategy at the corporate level, but it often doesn’t reach the operations centers,” Weston explained.
This misalignment often results in operational delivery that conflicts with corporate strategies, undermining consistency and effectiveness.
Transforming data into actionable insights
Weston emphasized the importance of effectively utilizing automated Quality Assurance (QA) data. Many BPOs are overwhelmed by the sheer volume of data and lack the analytical expertise to extract actionable insights.
“They need good data analysts who can pull out what matters and turn it into action,” he noted.
By identifying areas where call types can be automated, companies can improve both efficiency and customer experience, freeing agents to focus on more complex tasks.
Leadership styles for operational alignment
To address these issues, Weston advocates for a hands-on leadership approach. He added that leaders must communicate a clear vision throughout all levels of the organization, ensuring that operations teams are aligned with corporate goals.
“Leaders need to be involved, review the same data as their teams, and coach them based on what the data is showing,” Weston advised. This ongoing process of alignment requires constant tweaking to maintain cohesion between strategy and execution.
Optimizing workforce management
Beyond QA data, Weston identified workforce management as another critical area often overlooked by BPOs. Effective forecasting, scheduling, and adherence can significantly increase capacity without additional staffing.
“If you get it right, you can increase capacity by 20-25%,” Weston stated, underscoring the potential for enhanced efficiency through robust workforce management systems.
The AI imperative in BPO
Weston also touched on a controversial belief within the industry: the necessity of embracing AI technologies. Two years ago, he warned that BPOs risk losing clients if they failed to adopt AI solutions—a prediction that has since gained traction as companies scramble to integrate new technologies.
“Clients don’t just want ‘butts in seats’ anymore,” he asserted. “They want real partners who help improve customer interactions.”
The evolving role of BPOs
In summary, bridging the gap between BPO leadership and contact center realities requires strategic alignment, effective data utilization, hands-on leadership, and proactive adoption of technology — all crucial elements for thriving in today’s competitive environment.
By addressing these gaps, BPOs can better meet client expectations and enhance their operational effectiveness.
