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Is your MarTech stack strategy holding you back? Learn five signs it's time to evolve your marketing technology and drive transformative business results.

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Evolving your MarTech stack strategy: Five signs you need to pivot

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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.

Next-generation KPIs: Redefining customer experience measurement

Reach more customers by transforming your digital accessibility approach from compliance to strategic advantage with proven tools and testing techniques.

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Beyond compliance: Building better digital accessibility to reach more customers

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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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Execs In The Know: 2025 CX Leaders Trends & Insights

Discover how TELUS Digital transformed customer support for a leading cryptocurrency platform, scaling the program within weeks while achieving high customer satisfaction scores.

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Reduction in Average Handle Time within 3 months

Reduction in Customer First Response Time

Elevating the customer experience for a leading cryptocurrency platform

Doubling asset growth and saving $1M/yr with redesigned enrollment

Discover how Ascensus leveraged TELUS Digital's web and user experience expertise to build their first large-scale web platform for managing retirement savings.

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Ascensus Case Study - SEO

annual reduction in operating costs attributed to decreased call center volume

increase in combined assets under management, representing 650,000 savers

surge in employers completing same-day enrollment

Creating seamless onboarding to expand retirement plan access

The Future of Content Moderation 2025 - Preview Image

Organizations have a responsibility to create and maintain digital experiences that are truthful, welcoming and safe. Learn how brands can keep pace with the growing levels of user-generated content (UGC) to build trust with their customers and protect their reputation.

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The Future of Content Moderation 2025 - Hero

The future of content moderation: Strategies and tools for 2025 and beyond

Join industry experts from TELUS Digital and Everest Group as they explore how leading technologies, such as generative AI, automation, analytics and more, are delivering value for organizations without compromising service quality.

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Efficient CX delivery: A tech-driven approach

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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How telecom brands can seize industry opportunities with AI

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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Transform your customer experience

Transforming CX delivery in a cost-conscious world

Explore our predictions for the top mobile app development trends of 2025 to revolutionize your roadmap and stay ahead of the competition.

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The future of mobile apps: Four trends shaping digital experiences in 2025

Online research is a cornerstone of the modern travel experience. From TikTok reels to Google Reviews, you would be hard-pressed to find a customer who hasn't combed the internet for inspiration before booking a flight or making a hotel reservation.

According to Expedia's report, The Path To Purchase, travelers view 141 pages of travel content in the 45 days prior to booking a trip on average. The same report also revealed that "page views span content across various website categories, with online travel agencies accounting for nearly half of these page views (67 pages), followed by airline websites (33 pages), hotel websites (16 pages) and meta travel websites (16 pages)."

With travelers spending an extensive amount of time both creating and consuming online content, it is more important than ever for travel and hospitality brands to ensure their customers are receiving accurate information. A robust content moderation strategy is key to establishing trust with guests well before arrival — and maintaining it long past departure.

The growth of user-generated travel content

If you traveled to Rome and didn't post an Instagram picture of a coin being tossed into the Trevi Fountain, did it even really happen? Travelers today are producing online user-generated content (UGC) at exuberant rates, and with this behavior has come the steady decline of published travel guides in favor of travel hashtags.

This new avenue to connect directly with consumers is an exciting business opportunity, providing brands with authentic fresh content that can be used in marketing, personalized customer service and enhanced user interfaces. In fact, travel marketing company Phocuswright conducted a survey of more than 1,000 travelers and found that 72% of travelers are more likely to book a hotel after seeing UGC, while 63% of travelers say they've booked a hotel based on a photo they saw on social media.

On the flip side, however, a survey by TELUS Digital found that more than 40% of respondents said they would disengage from a brand's community after as little as one exposure to fake UGC, while 45% said they would lose all trust in a brand.

The stakes are high when it comes to user-generated content. Fortunately, with the right content moderation processes in place, you'll be able to protect your brand and enhance the overall customer experience

Four ways content moderation can improve the user experience for travel and hospitality guests

In crafting a comprehensive content moderation strategy, certain focal points emerge as crucial considerations. The following are four critical opportunities for travel brands to integrate content moderation into their operations.

Travelers rely heavily on reviews to make informed decisions about their trips and accommodations. According to a survey by TripAdvisor, "Traveler reviews remain a go-to source of information, with 72% of respondents always or frequently reading reviews before making a decision on places to stay and eat, or things to do. The figure is even higher when it comes to accommodation bookings, with four out of five participating travelers (81%) always or frequently reading reviews before booking a place to stay."

Verified and legitimate reviews help maintain a positive image, while fraudulent or biased reviews can tarnish a brand's reputation. For travelers, it can often be hard to tell the difference between a legitimate review and a fake one. Having a robust content moderation strategy in place to identify and combat fake reviews ensures travelers receive accurate information, enables them to plan their trips with confidence and preserves the integrity of the review system.

While the digital transformation of the travel and hospitality industry created new and convenient ways for brands to do business with consumers, it also created new opportunities for bad actors to exploit these channels for their gain. According to Autohost, an online booking verification provider, globally, the hospitality industry generates an estimated $3 trillion of revenue per year. And according to the Association of Certified Fraud Examiners, between 5-6% of this annual revenue is lost to fraud. That amounts to $150 billion in direct loss of revenue.

But monetary losses aren't the only risks associated with fraudulent activity in the travel and hospitality sector. A travel brand's reputation hinges on the trust and credibility it establishes with travelers and guests. If fraudulent activities are allowed to proliferate unchecked, it erodes trust and damages the brand's reputation as customers become wary of engaging with a potentially untrustworthy entity. Fake listings for accommodations, tours and travel packages, phishing scams and too-good-to-be-true discounts are all examples of fraudulent activities that could tarnish a brand's reputation. Having the right technology, along with a team of expert moderators, can help assess content for inconsistencies, duplicate information or suspicious details, reducing the chance that travelers will fall victim to fraudulent offers.

Validating that a profile of a user set up online is authentic is vital to creating vibrant digital communities. Fraudsters may create fake online profiles to write misleading reviews, share inappropriate content or in an attempt to scam other users.

It is up to brands to take profile moderation seriously. Verification processes using artificial intelligence-enabled technology can be implemented to ensure the identity of users posting listings or advertisements. For example, checks can be completed to verify that user information matches official records by requesting that new users submit copies of government identification and an additional photo when creating a profile to reduce the risk of impersonation.

Online travel forums and marketplaces have become a popular location for travelers to share their reviews, recommendations, travel stories and more. While these communities provide great outlets for travelers to come together to engage with fellow members who have similar travel preferences and experiences, it is essential that the UGC posted in these forums adheres to the community guidelines set. Inappropriate images or language can quickly turn a constructive and helpful conversation into a toxic environment, negatively impacting user experiences.

Strategies for content moderation in travel and hospitality

Between review sites, social media communities, online forums, blog posts and videos, there's a significant amount of UGC to sort through. Fortunately, brands are able to turn to technology, like artificial intelligence (AI), to support at scale.

Technology can be leveraged for content moderation in various ways, including, but not limited to:

Automated filtering: Algorithms are used to detect and flag potentially spammy or inappropriate content in real-time, helping brands quickly identify and address problematic content before it becomes visible to users.

Real-time alerts: To enable brands to take immediate action against concerning UGC, real-time alerts can be set up to notify moderators.

Keyword detection: Specific keywords or phrases that might be indicative of inappropriate content are identified and used to flag potential issues for human review.

Sentiment analysis: Tools can be leveraged to assess the emotional tone of UGC. This helps identify positive and negative sentiments, enabling brands to respond appropriately to customer feedback.

User-behavior analysis: User behavior patterns can be analyzed to identify suspicious or fraudulent activity. Unusual posting frequency, duplicate content or rapid changes in profile details can be indicators of potentially harmful behavior.

Content queues: Technology can be utilized to organize and prioritize content for human moderation, streamlining the workflow for moderators and ensuring that potentially problematic content is addressed promptly.

While technology plays an important role in content moderation, it's not enough by itself. A robust content moderation strategy should implement a human-in-the-loop approach where technology is combined with human judgment.

Brands operating in the travel and hospitality marketplace face unique challenges compared to brands that may not be catering to such a global audience. Not only do travel brands need to have a geographic strategy for their content moderation operations, but they need to have the ability to moderate UGC in multiple languages and have the capabilities to keep social and cultural nuances in mind when doing so. For example, a phrase shared online might be innocuous in one country, but mean something entirely different in another. Human moderators have an unparalleled ability to identify content violations in the context of culture, current events and brand regulations and they outperform AI in identifying the emotion and intent behind digital content.

Crafting an effective content moderation strategy that tackles the aforementioned challenges can indeed be a complex endeavor for brands. However, leveraging the expertise of a qualified trust and safety partner that understands the intricacies of content moderation, has a global presence and a team of tenured, multilingual content moderators can empower brands to start their content moderation journey off on the right foot. Contact our experts to discuss how we can help your brand's content moderation operations take off.

Uncover how travel and hospitality brands can combat fake reviews, scams and more with a robust content moderation strategy.

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Check out our solutions

Four ways content moderation can build trust for travel and hospitality brands

On this episode, we explore the threat landscape in crypto and fintech — and how companies can go beyond maintaining customer trust to turn confidence into a competitive advantage.

Episode cover image for Questions for now, a TELUS Digital podcast, featuring an illustrated character pointing to an investment app which prominently features a lock indicating a commitment to trust and safety.

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How can crypto and fintech brands prevent fraud and maintain customer trust? (feat. Amanda Wick)

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Asset Image 2025 Safety in numbers

Explore trust and safety trends for 2025 from a survey of 819 enterprise leaders. Gain insights on fraud detection, KYC, content moderation and ID verification.

Safety in numbers: Trust and safety trends, 2025

Avoid failed digital product launches with our 2025 GTM playbook, full of insights on audience mapping, brand positioning, and data-driven strategies.

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Perfecting digital go-to-market strategy: A playbook for maximizing audience impact and ROI

Follow these seven UX/UI best practices to design a conversational AI assistant that delivers excellent customer service and engaging brand experiences. 

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Seven UX/UI rules for designing a conversational AI assistant

See how Marriott partnered with TELUS Digital to build Sales Companion, a hotel technology platform that centralizes sales ops for Marriott’s B2B travel advisors.

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Same team, 2.5x output: How Marriott digitally transformed sales productivity

See how an enduring partnership with TELUS Digital enables the delivery of innovative customer support solutions.

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cx at scale

Annual cost savings via reduced attrition

Deliver secure CX at scale

Helping a global media and technology company deliver secure, efficient customer experience at scale

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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Are you leaving revenue on the table in customer experience?

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Case Study Content Moderation Legislation

Learn about TELUS Digital's work helping a successful games company maintain player safety on its social media channels with content moderation.

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Aligning content moderation operations to new legislation for a games client

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Discover the digital customer experience priorities of enterprise leaders with survey results from TELUS Digital, in collaboration with Statista.

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Digital customer experience priorities in 2025 

Now that bad actors can create and spread violative content with generative AI, brands must adapt. Learn more about content moderation in the age of GenAI.

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Same team, 2.5x output: How Marriott digitally transformed sales productivity

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