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Next-generation KPIs: Redefining customer experience measurement - Hero

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

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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

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Elevating the customer experience for a leading cryptocurrency platform

Discover how TELUS Digital supports a global leader in short-form video content with moderation and ad review services.

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Strengthening a global social media giant’s brand reputation

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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

The words "product-market fit" have adorned tech industry pitch decks for some time. It's a simple concept, really, and something all successful businesses need to prove. To achieve product-market fit, the product(s) you offer as a business must align with the needs of the market. Without such a fit, you might have an idea, but perhaps not a business.

In fact, even if you have product-market fit, and therefore a business, you still might not have a long runway without profitability. This is particularly the case when challenging economic environments make venture capital funding more difficult to come by. That is precisely why scale-ups need to think beyond product-market fit, and strive to achieve profit-market fit.

Harvard Business School senior lecturer Jeffrey Rayport recently described profit-market fit on the HBR IdeaCast podcast. According to Rayport, profit-market fit is achieved when a venture not only shows that it can quickly ramp up revenue and its customer base, but also finds its sweet spot where every new customer brings in additional revenue and incurs only marginal cost. It's at this point, explains Rayport, that a venture "moves towards sustainability."

This major milestone isn't likely to be reached by accident, though. Rather, you need to be deliberate, and deploy strategies to overcome common challenges in the scaling journey.

Many companies, especially those in tech, can be successful in achieving product-market fit, says Rayport during the podcast interview, "But the wheels come off the bus in some way during the scaling phase."

Imagine you head up a start-up that seems destined for unicorn status. You have an app and it's topping the charts. You have customers and your number of active users is going through the roof. To date, your impressive numbers have earned you no shortage of admirers, and by extension, funding. But to get to where you are, you've needed to spend: Your servers, your offices, the growth of your team and a myriad of other costs outstrip the money that your product brings in. As a result, you can't sustain — let alone grow — your business without additional outside funding. Now, facing rising interest rates and economic pressures, that funding looks like it is going to dry up. Put simply, you haven't found profit-market fit — the relationship between the money and the product that enables businesses to steer themselves toward sustainability.

A strong profit-market fit helps you remove internal constraints on your company's growth, and makes you far less dependent on outside funding.

Challenges in establishing profit-market fit

There are, of course, challenges associated with scaling and reaching the point of profit-market fit.

Once there's a good product-market fit, a scaling company must keep up its generated demand and make strides toward product profitability. This brings us back to matters of efficiency — a word that's popping up all across the tech industry and one that's top of mind for start-ups, scale-ups and mainstays alike.  In fact, Meta CEO Mark Zuckerberg even went as far to say, "Our management theme for 2023 is the 'Year of Efficiency,' and we're focused on becoming a stronger and more nimble organization." For tech brands of all sizes, the pursuit of efficiency means keeping costs under control and doubling-down on activities that are generating revenue — but that's not where the work ends.

Other challenges include providing a consistent digital customer experience (CX) as your company grows, and maintaining a coherent organizational culture where people are on the same mission and where their efforts align.

Brian Hannon, global head of customer experience innovation - technology at TELUS Digital, points to the value of experience when facing challenges in the scaling journey. "Achieving profit-market fit is difficult. It's even harder when you're learning every lesson the hard way," explains Hannon. "You can build up a lot of momentum as a hit tech company, but it's easy to run into real challenges if you don't have a firm grasp on how to scale in a sustainable way."

Outsourcing digital CX to reach profit-market fit

One way to scale with efficiency in mind is to outsource aspects of your digital customer experience.

Keeping your CX in-house means dealing with sudden peaks and dips in demand that quickly become costly on the hiring front, to say nothing of the complexities that come serving new markets and establishing operations in new geographies. What's more, outsourcing can save scale-ups from having to bear the full cost and risk associated with big and potentially transformational technological investments.

You can't overlook the value in an outsourcing partner's experience either, explains Hannon. "They'll have worked with countless companies before, and will be able to provide direction from lessons learned. An outside perspective on where you can introduce greater efficiency can be a real asset as you grow."

Today, conversations about efficiency have a way of leading to automation like robotic process automation (RPA). This form of automation provides around-the-clock capabilities, produces replicable results at scale and handles repetitive tasks so your team members don't have to. These capabilities enable automated service channels — such as chatbots and intelligent FAQs — that play an important role in a modern digital customer experience operation. With the expertise of a proficient outsourcing partner, introducing automation becomes less resource-intensive.

"It can feel safe to stick with what you know. But to make the progression from product-market fit to profit-market fit, brands need to keep an open mind to new technologies, and new ways of bringing efficiency."

Outsourcing with TELUS Digital for next-generation, digitally led customer experiences means benefiting from 18 years of history and global reach that has served more than 650 global clients in 30 countries of operation. Reach out today to learn more about how we can help your scaling company achieve profit-market fit.

You've heard of product-market fit, but what about profit-market fit? Learn the difference and how scaling tech brands can achieve it.

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Why achieving profit-market fit is essential for scaling brands

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

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.

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

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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

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

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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?

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

See how we helped a global games platform scale its content moderation operations amid a period of unprecedented growth.

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Protecting the player community for a global games platform

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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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What generative AI means for content moderation

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