LATIN AMERICA CONTACT CENTERS
BY PABLO ROSSEL ESTAY, CGS CHILE
ILLUSTRATION PROVIDED BY ADOBE STOCK
HOW BEST TO SERVE LATAM CUSTOMERS WHY A MARKET-BY-MARKET STRATEGY IS ESSENTIAL.
For many global brands, Latin America or LATAM is still treated as a single contact center market. It isn’ t. The region spans dozens of countries with distinct languages, dialects, cultures, labor markets, regulatory environments, and levels of digital maturity.
Yet too often, many companies apply a one-size-fits-all operating model, assuming that what works in one country will translate seamlessly across the rest of the region.
Customer expectations have risen sharply across global markets. According to Salesforce, 80 % of customers say the experience a company provides is just as important as its products or services,
26 CONTACT CENTER PIPELINE and nearly nine in 10 say strong customer service increases their likelihood to remain loyal.
For global and local decision-makers about outsourcing in Latin America, that means service quality and consistency matter as much as- if not more than- geography or cost.
BPO organizations like us are now approaching this challenge through a“ total experience” lens: recognizing that customer experience( CX), employee experience( EX), partner experience, and operational execution are deeply interconnected. That gains in one area are difficult to sustain without alignment across the others.
After more than two decades building and operating contact center programs across Latin America, one lesson stands out clearly to me: success in the region depends on intentional, market-by-market design, not templates.
SUCCESSFUL LATAM OPERA- TIONS ACCOUNT FOR CULTURAL DIFFERENCES BY DESIGN.