LATIN AMERICA CONTACT CENTERS
THE EXPERIENCE ALIGNMENT MOST COMPANIES OVERLOOK
One principle underpins all successful LATAM contact center strategies: CX cannot improve if EX is neglected. A true total experience approach recognizes that how agents are trained, supported, and empowered directly shapes how customers experience the brand.
ONE PRINCIPLE UNDERPINS ALL SUCCESSFUL LATAM CONTACT CENTER STRATEGIES: CX CANNOT IMPROVE IF EX IS NEGLECTED.
Agents who feel respected, supported, fairly compensated, and empowered bring a fundamentally different level of commitment to their work. They take ownership, protect the brand., and fight to resolve customer issues rather than simply closing tickets.
This matters even more when supporting brands that are physically and culturally distant from the region. Agents must feel connected to the customer’ s business: not just to their own job. That connection does not happen accidentally. It is built through leadership involvement, trust, transparency, and consistent communication.
When organizations align how customers are treated with how employees are treated, performance follows.
RETHINKING SUCCESS IN LATAM
Latin America is no longer an emerging option for contact center operations. It is a mature, capable, and competitive region, but only for organizations willing to approach it thoughtfully.
Success requires abandoning assumptions, investing in cultural understanding, and designing operating models that respect both customers and employees. Companies that do this well don’ t just reduce costs: they build trust, resilience, and long-term advantage.
The future of contact center excellence in Latin America belongs to leaders who recognize that the region’ s diversity is not a complication to manage, but a strength to design around.
Pablo Rossel Estay leads CGS ' s Chile contact center team in developing and executing sales strategies and leading the expansion of CGS in the LATAM market, as well as maintaining and managing BPO contact center solutions for the Latin America market.
This month, Mark shares Part 2 of his Coaching series, Average Handle Time vs. Human Time. Don’ t Miss Part 1, published in the May issue.
Stay tuned for Part 3 next month.
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