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Do you know how to provide great customer experiences to the ‘everything customer’? Find out how to satisfy the next generation of consumers.

Everything Customer CX

Designing customer experience for the everything customer

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Customer experience (CX) is evolving — and your measurement strategy should too. Discover how next-generation KPIs can offer deeper insight into CX performance, from customer effort and journey satisfaction to agent engagement and digital maturity.

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Access the latest survey results and stay on top of CX developments in 2025 with this new report by Execs In The Know, sponsored by TELUS Digital.

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As the telecom industry faces mounting costs and shifting customer expectations, AI can turn challenges into opportunities. Learn more about the use cases.

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Jim Mitchell

This article was originally published on ExecsInTheKnow.com as part of our Outsourcing Briefing series.

Right now, economic pressures are pushing customer experience (CX) leaders and their outsourcing providers to get creative in finding solutions that heighten efficiency without lowering service quality. Once again we’re reminded that necessity is the mother of all invention.

In my role as vice president of customer experience and digital innovation at TELUS Digital, I’ve been having conversations with CX leaders that follow a similar pattern. They’re grappling with rising customer expectations for efficient service, increasing operational costs and shifting talent requirements for agents due to improvements in self-service solutions. Ultimately, these leaders are looking for value and are adamant that the choices they make are going to need to stand up to significant scrutiny.

It’s my estimation that, due to a combination of factors, the business process outsourcing (BPO) industry is on the precipice of a considerable evolution. In fact, if you just look at the projected growth of the BPO market, it’s expected to scale to $525.23 billion by 2030, growing at a CAGR of 9.8% from 2025 to 2030 according to Grand View Research. Beyond the scale, this is a time of great change and possibility. A host of agent-facing technologies are augmenting the abilities of contact center professionals, opening up new compelling outsourcing opportunities around the globe. Where once a brand might have only considered delivering support from onshore sites, they’re now looking offshore. Where once a brand might have limited their scope to a few countries, they’re beginning to recognize a world of opportunities.

The leaders I’ve been speaking with are interested in exploring new payment models. They’re looking to performance-based pricing models, which create shared accountability and strengthen partnerships between brands and their BPO providers. These new pricing models, coupled with new technology, are reshaping CX delivery in a cost-conscious world.

Why outsourcing models are being reimagined

While cost pressures are driving many conversations right now, what’s fascinating is the ways in which these forces are pushing the industry to evolve beyond simple cost-cutting. What I’m seeing instead is a push toward balanced value creation, where organizations are finding ways to optimize costs while building strategic partnerships that drive innovation and enhance customer lifetime value.

This evolution is particularly evident in how contact centers are being leveraged. As industry expert Adrian Swinscoe recently noted on an episode of the TELUS Digital podcast, Questions for now, “The contact center is this gold mine of real-time data, which many brands are not really leveraging to its full extent.” Forward-thinking organizations are now treating their contact centers as strategic assets, increasingly working with their CX partners to derive insights and ultimately improve products, enhance service delivery and drive customer loyalty.

This shift towards strategic partnerships is reshaping how brands approach outsourcing altogether. We’re witnessing a growing number of countries emerge as viable outsourcing locations, which is enabling brands to dilute risk across numerous regions and sites, offer support across time zones and leverage specialized expertise. By thoughtfully matching customer needs with these varied talent pools, brands can optimize their CX delivery. For example, this could mean routing complex technical issues to specialized teams, ensuring language-specific support is available or tapping into local cultural knowledge for more nuanced customer interactions. The result is a more flexible, resilient and capable global CX operation that can adapt to changing customer demands while managing costs effectively.  TELUS Digital has more than 30 countries of operation, setting us up to match the right capabilities with each brand’s unique needs, whether that’s multilingual support, follow-the-sun coverage or specific domain knowledge.

The result is a more sophisticated approach to outsourcing that goes beyond simple labor arbitrage. It’s about leaning on a partner to find the right balance between cost efficiency and value creation, recognizing that the cheapest option isn’t always the most cost-effective in the long run.

The proliferation of AI in the contact center is erasing traditional limitations and creating opportunities for exceptional service delivery from anywhere in the world. According to HubSpot, 78% of customer service professionals report that AI and automation allow them to concentrate on the most important aspects of their roles. Think of what that could do to reduce stress for agents and minimize attrition, which as all CX leaders know, is a significant cost in the industry. In a separate study from Microsoft about enterprise use of AI in general, it was found that for every $1 invested in AI, companies are seeing a $3.50 return — often in just 14 months.

At the heart of this transformation are AI-powered knowledge bases and systems that put the collective wisdom of an entire organization at every agent’s fingertips. I once had a really eye-opening experience at a logistics company’s in-house contact center. In the middle of a side-by-side, an agent pulled open a desk drawer and referred to a printed FAQ document. I knew that wasn’t permitted, and when I asked him about it after the call, he explained that their knowledge base was so vast that it was impossible to find what you were looking for. He said, “We just have learned to adapt so we can take care of the customer experience.”

We helped this client out by deploying speech analytics to identify the most frequent reasons for support calls, narrowed it down to about 50 knowledge base articles, which comprised about 90% of the call volume. Next, we summarized those articles, worked on a knowledge base chatbot fueled by AI, and almost immediately we saw a dramatic change. The solution reduced average handle time by 38 seconds while increasing CSAT by nine points, but most importantly, it boosted agent confidence and satisfaction — particularly among new hires — leading to lower attrition rates.

Beyond knowledge management, we’re seeing remarkable advances in other areas that are transforming global CX delivery. Real-time coaching and performance analytics provide instant feedback, helping teams continuously improve their skills. Collaborative platforms narrow the distance between contact center locations, enabling the delivery of consistent customer experiences. Through AI-driven routing and task allocation, savvy leaders are matching customer needs with the right expertise, improving first-contact resolution rates.

Similarly, speech enhancement technology increases call clarity for phone support. Background noise, poor connections and other technical barriers can create friction in support interactions. The technology works by processing audio inputs in real time, filtering out background noise, enhancing voice clarity and optimizing sound quality — much like how noise-canceling headphones improve listening experiences. With this technology, brands can ensure clear conversations between customers and agents, preserving the authentic voice and personality of agents while optimizing for mutual understanding.

Outcome-based pricing aligns incentives between partners

To navigate cost pressures, the leaders I'm speaking with are increasingly looking beyond traditional pricing models, and instead want to explore a dynamic where compensation is tied directly to results. This outcome-based approach creates natural alignment between brands and their outsourcing partners, as both parties are invested in achieving the same goals. It’s a model that gives brands confidence to expand their geographic horizons, knowing their partners are equally invested in delivering excellence through clearly defined, measurable outcomes. It bears repeating that this type of pricing strategy, in conjunction with speech enhancement and language translation technology for non-voice support, is having a marked influence on how leaders are looking at CX delivery right now. Those who would never even have considered looking to leverage support from beyond their shores are now moving on international opportunities.

The beauty of outcome-based pricing is its flexibility. For sales-focused programs, we might tie compensation to conversion rates or revenue generated. In customer care scenarios, we could look at metrics like customer satisfaction scores or first-call resolution rates. Some brands might prioritize efficiency metrics like reduced handle times, while others focus on customer loyalty indicators. On the other hand, forward thinking leaders and boundary pushing companies may go even further, tying compensation directly to specific outcomes achieved, such as total monthly paid/active subscribers or completed transactions, moving completely away from measured KPI reliant pricing models. The key is choosing outcomes that genuinely reflect the value being created and working with a partner who is able to deliver.

Clear agreements, with well-defined metrics and measurement methodologies, are essential. Both parties need a shared understanding of what success looks like and how it will be measured. This includes establishing baseline performance levels, defining measurement periods and agreeing on how external factors might impact outcomes.

When done right, this model transforms the brand-provider relationship from a transactional one to a true strategic partnership. It encourages innovation, as providers are incentivized to find new ways to improve performance. What’s more, it fosters a long-term perspective, as both parties focus on sustained success rather than short-term gains.

Adapt proactively to changes in the CX landscape

The customer experience outsourcing landscape is in a state of flux, driven by technological innovation and evolving partnership models. AI-powered tools are enabling contact center teams to deliver exceptional service from anywhere in the world, while outcome-based pricing models are creating stronger alignment between brands and their CX partners.

What excites me most about this evolution is how it’s changing the conversation. Where once the focus might have been solely on cost reduction, today we’re talking about value creation. We’re discussing how to leverage global expertise, enhance service quality and drive innovation — all while maintaining cost efficiency. The most successful brands will be those that embrace and adapt to these changes, working with partners who can help them navigate this new landscape.

If you’re ready to explore how these approaches could benefit your CX operations, connect with our team of experts.

Explore new CX outsourcing opportunities in this article by Jim Mitchell, vice president of customer experience and digital innovation at TELUS Digital.

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On this episode, we explore strategies that transform customer experience into a revenue engine — and how to communicate CX wins with language that resonates with C-suite executives.

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Patient well-being has always been the primary focus of the healthcare industry. 

However, a number of challenges have prevented the optimization of the overall patient experience. Fragmented engagement across touchpoints has created information gaps; inefficient communication between various stakeholders leads to delays in care and miscommunication; data silos stand in the way of delivering highly personalized support; and the slow transition to providing patients with self-service options has put extra pressure on healthcare staff that are grappling with an ever-increasing workload. In fact, 62% of nearly 2,000 customers surveyed in the U.S. by The Harris Poll reported that the healthcare system feels like it's designed to be confusing.

Health leaders are recognizing that the existing model of care is unsustainable and in need of a transformation. A recent survey conducted by Harvard Business Review Analytic Services revealed that 57% of 115 healthcare industry executives consider improving customer experience (CX) their top business priority for the year ahead — surpassing all other priorities, including increased efficiency and higher revenues.

The COVID-19 pandemic catalized a wave of innovation within the healthcare sector, compelling organizations to break free from traditional constraints and embrace virtual care, e-triage and telemedicine. As consumers become more accustomed to interacting with brands in the digital realm, the healthcare industry finds itself at a pivotal crossroads.

Leaders have the opportunity to further enhance patient engagement and improve overall healthcare experiences with omnichannel CX — the use of connected channels to communicate with patients and  provide them with coordinated, seamless care services. Not only does this directly address the aforementioned challenges, it also unlocks an array of possibilities for those willing to adapt to the changing healthcare landscape.

In the world of healthcare, communication is paramount, and the method by which it occurs can greatly impact patient experiences. To understand the true value of transitioning to omnichannel CX, it's essential to differentiate it from the more traditional multichannel approach.

Multichannel vs. omnichannel: What sets them apart?

Multichannel communication, as its name implies, uses multiple communication channels — such as phone, email, chat and social media — to engage with users throughout their customer journey. Each channel operates independently, offering its own distinct advantages. However, the drawback of multichannel interactions is their lack of interconnectedness. Patients using multiple channels often find themselves restarting their journey at each new touchpoint, which can lead to frustration and hinder satisfaction.

On the other hand, omnichannel interaction is a more sophisticated and patient-centric approach. It also leverages multiple communication channels, but the key distinction is that all of these channels work in harmony. They seamlessly exchange information about the patient, allowing for a truly cohesive experience. With omnichannel CX, a patient can initiate an interaction via email and effortlessly switch to online chat with a healthcare representative, with no loss of context. All information from each interaction is stored and shared across the various platforms, ensuring a holistic understanding of the patient's needs and history.

The transformative benefits of omnichannel CX

With the adoption of an omnichannel patient experience comes a number of key benefits for healthcare brands, such as:

Enhanced patient engagement: Omnichannel CX enables healthcare brands to create a unified, consistent and highly personalized patient experience across all interactions. This approach leads to improved patient engagement, as patients can interact with their healthcare provider through the channels they prefer with minimal effort.

Efficient communication: Omnichannel strategies streamline communication among healthcare providers, patients and other stakeholders, reducing miscommunications and enhancing the overall coordination of care.

Improved data management: The integration of data from various sources and systems is a powerful aspect of omnichannel CX. Comprehensive patient information allows healthcare brands to gain a complete view of patient data, enabling more informed decision-making, enhanced treatment plans and a higher level of personalized care.

Empowered patients: Granting patients easy access to their health records, test results, appointment scheduling and educational resources through the channels of their choice fosters better patient-provider relationships and promotes proactive health management.

Increased operational efficiency: Omnichannel solutions can streamline administrative processes, such as appointment scheduling and billing. Moreover, improved communication can help decrease patient no-show rates.

Gain a competitive advantage: By differentiating themselves from traditional providers and meeting the evolving expectations of patients, healthcare providers with an omnichannel strategy position themselves as leaders in delivering patient-centric care.

How to prepare for an omnichannel transition

Transitioning from multichannel to omnichannel CX is a multifaceted journey that demands planning, technological considerations, cultural adaptation and cross-organizational collaboration. Consider the following key steps as part of the initial planning process:

Step 1: Consider partnering with an experienced omnichannel provider

The process of getting started with an omnichannel transition can feel daunting. Collaborating with a digital customer experience partner that has a proven track record in implementing omnichannel solutions can be invaluable. Such partners possess deep insights into best practices, industry trends and emerging technologies relevant to omnichannel engagement. Leveraging their expertise and specialized knowledge ensures that your omnichannel transition starts off on the right foot and is well-informed and optimized.

Conduct a thorough assessment of your existing patient engagement processes, technology infrastructure and data management systems. This is the stage where you should clearly define your objectives for the transition, such as enhancing patient engagement, improving communication and increasing operational efficiency. These objectives will serve as your guiding principles throughout the process.

As with any notable change in an organization, obtaining buy-in from executive leadership is paramount. Top-down support is critical for securing the necessary resources, aligning the transition with organizational strategy, promoting collaboration, overcoming resistance and managing risks. It also signifies the long-term commitment required for the initiative. Ultimately, gaining executive support sets the tone for the entire organization and increases the likelihood of achieving desired outcomes.

It's not just executive leadership that you need to engage. Building an exceptional omnichannel experience cannot occur in a silo, it necessitates the expertise and insights of various business units within an organization. Form a cross-functional team of representatives from IT, marketing, operations, compliance and customer service to ensure that team members are well-versed in the organization's objectives and aligned with the vision of your omnichannel transformation.

Step 5: Technology selection and integration

Identify and implement the appropriate technology stack to support omnichannel interactions. This may encompass patient portals, mobile apps, CRM systems, a cloud contact center, chatbots, telemedicine platforms and data analytics tools (more information on effective tools and technologies for a seamless omnichannel experience can be found later in this article). It is pertinent to ensure a smooth integration of these technologies to facilitate data sharing and provide a unified view of patient information.

The next focus should be on training your employees and completing thorough testing of your omnichannel system. When training your employees, an emphasis should be placed on empowering them to proficiently use new technology while cultivating an understanding of the omnichannel strategy.

Don't underestimate the importance of testing. Rigorous testing of your omnichannel ecosystem will help identify and rectify any technical glitches or user experience issues.

Continuously gather feedback from patients and staff, using it to drive iterative improvements. Patient satisfaction surveys, engagement metrics and an analysis of complaints and issue resolution can give you insight into how successful your strategy is from a patient perspective. Feedback from employees on workflow efficiency, additional training and support needs, data accuracy and accessibility can also be beneficial.

Overcoming omnichannel transition challenges

By proactively addressing common hurdles with thoughtful strategies and solutions, healthcare brands can enhance their chances of successfully executing an omnichannel approach and reaping the associated benefits.

Some of the common challenges to be mindful of include:

Data integration: Healthcare organizations often contend with data stored across disparate systems, making the creation of a unified patient view a daunting task. To overcome this challenge, invest in robust data integration solutions that can aggregate data from various sources into a centralized database. Implement master data management practices to ensure data accuracy and consistency throughout the organization.

Regulations and compliance: The heavily regulated nature of healthcare adds complexity to omnichannel efforts. Ensure strict adherence to regulations by implementing robust security measures, data encryption and access controls to safeguard patient information. Conduct regular compliance audits and provide training to staff on data security and privacy best practices.

Resistance to change: Overcome this challenge by developing a comprehensive change management plan that includes staff training, transparent communication about the transition and active involvement of employees in the process. Highlight the benefits of the omnichannel approach to motivate buy-in from the entire organization.

Technology gaps: Many healthcare organizations rely on legacy systems that may not readily support modern omnichannel technology solutions. To bridge these technology gaps, evaluate the need for system upgrades or replacements. Consider leveraging middleware or API integration to make legacy systems compatible with omnichannel initiatives.

Lack of employee experience: Some employees may lack the necessary skills and knowledge for supporting omnichannel systems and data analytics. Provide training and upskilling opportunities to your staff.

Data security threats: The increased digital interaction associated with omnichannel solutions heightens the susceptibility of healthcare organizations to data breaches and cyberattacks. To mitigate this risk, invest in robust cybersecurity measures, including encryption, intrusion detection systems and employee cybersecurity training. Stay up-to-date with the latest security threats and best practices to ensure data security and patient privacy.

Measuring return on investment (ROI): Define key performance indicators (KPIs) that align with your organization's objectives. These KPIs may include metrics related to patient satisfaction, reduced no-show rates, increased appointment bookings or other patient-centric goals. Regularly analyze data to measure the impact of the omnichannel strategy against these predefined metrics to gauge the effectiveness of your omnichannel CX approach.

Effective tools and technologies to create a seamless omnichannel experience

Achieving an omnichannel experience that improves patient outcomes demands a well-orchestrated blend of tools and technologies.

At the heart of managing patient interactions across channels is a robust customer relationship management (CRM) system. This technology centralizes patient data, appointment scheduling and communication history, offering a 360-degree view of the patient. A CRM empowers healthcare providers to personalize their patient interactions and provide a consistent experience across various channels via access to pertinent data.

Moreover, when it comes to optimizing your strategy, the implementation of tools for real-time performance monitoring and analytics is critical. These technologies help identify issues, optimize processes and track KPIs. By gathering and analyzing data, healthcare organizations can continually refine their approach, ensuring that patient engagement remains at the forefront of their efforts.

The cloud plays a vital role in enabling omnichannel CX by providing a scalable and agile infrastructure for data sharing and accessibility across multiple channels. Cloud-based contact center solutions help to centralize patient data and ensure real-time synchronization. They are also often cost effective, flexible, and scalable, serving to enhance the availability of information for both patients and healthcare providers.

Behind the scenes, the cloud, CRMs and performance monitoring tools play a crucial role in enabling omnichannel CX. However, it's the various consumer facing channels that patients will directly engage with that will have the biggest impact on their satisfaction. For example, patient portals serve as digital gateways, empowering users to access health information, schedule appointments and engage with healthcare providers. Telehealth platforms offer convenience through virtual consultations and remote monitoring, while AI-powered chatbots can provide immediate support around the clock.

These channels are important for customer care delivery, but they do not constitute an omnichannel experience. The true magic unfolds when technologies like mobile apps, telehealth platforms and chatbots are interconnected and collaborate with back-end systems to, for example, make it easy for a patient to effortlessly transition from a telehealth consultation to an in-person visit the following week, and then settle their account using a chatbot. Creating an effortless experience for patients across all channels is where the full benefits of omnichannel are realized.

Get started on your journey to omnichannel CX

Transitioning to omnichannel CX can help healthcare providers improve their patient experience by leaps and bounds. But the transition is not just a final destination, it's a dynamic journey that requires careful preparation, collaboration, technology adoption, training and continuous refinement to better meet the ever-evolving needs of patients in today's healthcare landscape.

Reach out to one of our digital CX specialists today to see how our expertise, cutting-edge technology and engaged team members can help your brand deliver intelligent and effective experiences that improve health outcomes.

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