• 3,000 firms
  • Independent
  • Trusted
Save up to 70% on staff

News » European BPO buyers seek AI-driven, multilingual outsourcing partnerships

European BPO buyers seek AI-driven, multilingual outsourcing partnerships

Photo from Xyza Bacani/Redux
Photo from Xyza Bacani/Redux

QUEBEC, CANADA — European enterprises are evolving their approach to business process outsourcing (BPO) and contact center partnerships, according to industry expert Philippe Legal, CEO of Euro Interactive Outsourcing Solutions Europe. 

In an interview with the BPO Bullhorn newsletter, Legal said that while cost optimization and service excellence remain priorities, European buyers are increasingly focused on language diversity, AI integration, and strategic partnerships.

Linguistic complexity drives outsourcing decisions

Unlike their North American counterparts, European buyers must contend with a complex linguistic landscape. Legal explained that European buyers must account for seven main languages and 23 official languages in the European Union. 

While both regions prioritize cost efficiency, flexibility, and customer experience (CX), the scale of European operations tends to be smaller but more diverse in nature.

“The concern that buyers in both regions share is the desire to partner with an appropriately sized provider: not too big that they get neglected as a client, but not too small that they can’t cover all the languages or end up depending on them to stay afloat,” Legal noted. 

European companies are also exploring new geographic locations for outsourcing, with historical ties playing a significant role. 

“Germany, for instance, naturally looks towards Central and Eastern Europe, and the United Kingdom towards the large English-speaking regions in Asia and India,” Legal stated.

“In contrast, Southern European countries look towards the Maghreb and increasingly Sub-Saharan Africa, which looks to be the next upcoming preferred destination for buyers.”

AI and automation reshape buyer priorities

Legal pointed out that while customer demands for quick solutions remain unchanged, there is a growing dissatisfaction due to inadequate resources. 

As a result, European enterprise buyers are prioritizing BPO partners that offer AI-augmented services, reducing the need for traditional human agents.

“BPO buyers now expect “augmented” customer service agents who have access to AI tools and for their providers to manage more interactions through chatbots,” Legal observed.

“The buyer filter is simple: what can your AI do for me? Therefore, the BPO’s ability to manage the paradox of reducing agent headcount and new pricing models for technological resolution represents a major shift in the industry.”

Strategic partnerships gain importance

Beyond cost and language considerations, European buyers are increasingly valuing strategic partnerships with their BPO providers. 

As larger companies acquire mid-sized firms, buyers worry about losing influence and access to local expertise. Legal emphasized that smaller, strategic partnerships could offer more personalized service and attention, although the risk of further consolidation remains high.

“Opting for a new medium-sized company may allow the company to become a strategic and, therefore, “pampered” partner to the BPO,” Legal highlighted.

As Legal summed it up, “Providers who look for these kinds of strategic partnerships with European buyers will likely fare better, at least until a bigger fish gobbles them up, too.”

Start your
journey today

  • Independent
  • Free
  • Transparent

About OA

Outsource Accelerator is the trusted source of independent information, advisory and expert implementation of Business Process Outsourcing (BPO)

The #1 outsourcing authority

Outsource Accelerator offers the world’s leading aggregator marketplace for outsourcing. It specifically provides the conduit between Philippines outsourcing suppliers and the businesses – clients – across the globe.

The Outsource Accelerator website has over 5,000 articles, 450+ podcast episodes, and a comprehensive directory with 4000+ BPO companies… all designed to make it easier for clients to learn about – and engage with – outsourcing.

About Derek Gallimore

Derek Gallimore has been in business for 20 years, outsourcing for over eight years, and has been living in Manila (the heart of global outsourcing) since 2014. Derek is the founder and CEO of Outsource Accelerator, and is regarded as a leading expert on all things outsourcing.

“Excellent service for outsourcing advice and expertise for my business.”

Learn more
Banner Image
Get 3 Free Quotes Verified Outsourcing Suppliers
3,000 firms.Just 2 minutes to complete.
SAVE UP TO
70% ON STAFF COSTS
Learn more

Connect with over 3,000 outsourcing services providers.

Banner Image

Transform your business with skilled offshore talent.

  • 3,000 firms
  • Simple
  • Transparent
Banner Image