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Customer operations leaders are under increasing pressure to reduce costs, improve service and adopt AI, but having more options does not always make the right decision easier. This Q3 market overview explores the growing decision gap in customer operations, the shift from AI experimentation to practical adoption, and why organisations need greater confidence that their chosen technology, outsourcing or optimisation strategy will deliver measurable outcomes.

Colombia is rapidly establishing itself as a leading CX and BPO destination, combining bilingual talent, strong cultural alignment, and scalable, cost-effective operations. With growing investment in technology and a maturing outsourcing ecosystem, it is increasingly seen as a strategic nearshore & offshore hub for North American and European organisations.

This Location Watch report shows a clear shift in UK outsourcing: from cost-driven offshoring to value-led, tech-enabled delivery. With budgets flat and service expectations rising, UK brands are turning to AI, automation, and selective onshoring to improve quality, resilience, and customer trust. As AI narrows the offshore cost gap, the UK is re-emerging as a competitive, future-ready CX hub.

Georgia is rapidly positioning itself as a rising outsourcing destination, combining low costs, strong government incentives and a multilingual talent pool. With labour up to 50% cheaper than Central Europe and IT exports topping $1 billion in 2024, the country is attracting global players such as Majorel, Concentrix and EPAM Systems. Supported by modern infrastructure and a culture rooted in hospitality, Georgia is moving beyond call centres into fintech, AI and digital services, making it one of Europe’s most dynamic new hubs for nearshore and offshore delivery.

Long known for its vibrant culture, world-class athletes, and picture-perfect coastlines, Jamaica is now earning recognition as a high-performing destination for business process outsourcing (BPO) and customer experience (CX) services.

AI and Automation has changed at pace over the past 5 years, now we need to ensure that customers know how to get the best from it.

Outsourcing used to be a no-brainer for businesses. A sure-fire solution to cut costs and tap into global expertise, and boom – I’ve just outsourced my requirement. However, in today’s world, it’s a little more complicated. With everything from political shifts to new technologies and rising customer expectations, outsourcing decisions have become a much longer and more detailed affair.

In November we were proud to host a webinar with David Rickard from Everest Group as our guest speaker sharing some of the insights from their latest research on the state of the CX market.

When a topic comes up in conversation, I often find myself wanting to dig in deeper. When a topic comes up twice in quick succession, then why not get people together and have a chat around it for an article, as I did last week with Simon Kissane and Jonathan West?

What would an AI generated podcast about automation look like? We decided to investigate and to share our findings.

Customer and employee experience remain central to all things contact centre, even – or especially – when technology is evolving rapidly.

Contact centres know people development matters, but turning that into effective, ongoing coaching is harder. We explore how better insight, technology and targeted support can help make learning count.