The annual CXOutsourcers Mindshare event took place in Ottawa, Canada, earlier in May 2026 (May 18-20).

Peter Ryan took a microphone onto the conference floor to capture ideas and comments from the delegates in Canada for this CX-focused event.

https://cxoutsourcers.com/

In this episode of CX Files you will hear comments from:

Sean Duncombe - COO, Neuroframe (USA)

https://www.linkedin.com/in/seanduncombe/

Nathalie Siphengphet - CMO and VP Strategy, NQX (Canada)

https://www.linkedin.com/in/nathaliesiphengphet/

Yanique Grant - Chief CX Specialist, ElevateCX (USA)

https://www.linkedin.com/in/yaniquewagrantcx/

Seandette Wiltshire - Founder, The Contact Hub (Barbados)

https://www.linkedin.com/in/seandette/

Dave Rumble - various roles including Director and Chair Maistro Group and board advisor to NDH Group (UK)

https://www.linkedin.com/in/david-rumble-4a4a09b/

Krzysztof Herdzik - Co-founder and Chief Expert, Nalu Experts (Poland)

https://www.linkedin.com/in/krzysztofherdzik/

Fauad Nasir - CEO and Founder, EmpireOne BPO (Canada)

https://www.linkedin.com/in/fauad-nasir/

Anna Yotova - Head of Innovation and co-founder, CALLBOXS (Bulgaria)

https://www.linkedin.com/in/anna-yotova-2471aa17b/

Veronica Richards - VP at WW Calls Canada (Canada)

https://www.linkedin.com/in/veronica-richards-9b26969/

Faye Joubert - CRO, iTalk International (South Africa)

https://www.linkedin.com/in/fayevaldajoubert/

Terez Rijkenberg - Executive Coach (UK)

https://www.linkedin.com/in/terezrijkenberg/

Vinay Parmar - MD, Customer Whisperers (UK)

https://www.linkedin.com/in/vinayparmar/

Note: the order listed here is the order the voices feature in the podcast - there is no secret formula about the order. It's the order in which Peter sent the audio files to Mark Hillary to be included in this episode.

What makes a customer love a brand?

It is a simple question, but it quickly becomes complicated. People often reach for the obvious examples. Apple customers lining up overnight for the latest iPhone. Harry Potter fans queuing in costume outside bookshops. Lego fans who pass their love of the brand from one generation to the next.

Jonas Berggren, Chief Client Officer EMEA at Transcom, explores this question. What connects the best brands with customers and building a relationship that can last for many years?

https://www.linkedin.com/in/jonasberggren2/

https://www.transcom.com/

Stephanie Reeves Millner is a Global EVP at TP. She is based in Phoenix, Arizona, USA. It is worth noting from the start of this podcast episode that Stephanie is talking in a personal capacity in this interview.

CX and BPO processes are usually seen as a cost to most businesses. Stephanie argues that there are a number of strategies that can be used to drive up revenue, protect existing revenue, and increase customer loyalty. Applying all these strategies together can turn a CX cost center into a revenue generation center - moving from planning service to sales.

In this conversation with Mark Hillary, Stephanie explains this service to sales concept. She also talks her her use of LinkedIn video to promote and share her own ideas - why is it so valuable to share raw and unfiltered content full of original ideas?

https://www.linkedin.com/in/stephaniemillner/

https://www.tp.com/

Summary:

Mark Hillary and Peter Ryan discuss the shift from viewing customer interactions as a cost to recognizing their revenue-generating potential. Stephanie Reeves Millner, a global EVP at TP, emphasizes the importance of human engagement in customer care, highlighting revenue protection, creation, trust, and loyalty. She advocates for a brand performance engine over a cost center, focusing on retention, repeat purchases, and lifetime value. Millner also discusses the role of AI in augmenting human decision-making and the need for agents to have autonomy in upselling. She shares her experience with videos on LinkedIn, which have gained traction and provided valuable insights to her audience.

Andrew Hall is the founder and CEO of Ethenta. He is based in Portugal.

The "DREAM" service from Ethenta is a strategic framework designed to help organizations transition from traditional hierarchies to intelligent, agentic networks. It is aimed at enabling "+65% Productivity" through "Enterprise Agentic AI Transformation"

Mark Hillary called Andrew to ask about Agentic AI and how a focus on AI across the organisation may have a profound impact on CX.

https://www.linkedin.com/in/andrewghall/

http://ethenta.com/

Summary:

Mark Hillary and Peter Ryan discuss the challenges in the CX industry, including increased airfare costs and the bankruptcy of Spirit Airlines. They introduce Andrew Hall, who has formed a new company, Ethenta, focused on agentic AI. Ethenta's "DREAM" methodology helps organizations reimagine their business processes by capturing and synthesizing data from various sources, including interviews and historical data. The tool provides a visualization of the enterprise's "corporate psyche," aiding in decision-making and root cause analysis. Andrew emphasizes the importance of intelligent people using AI to augment, not replace, human intelligence.

Nathan Muniz is the founder and owner of 247Secretary.com. The business is based in Florida, USA, but has contact center operations in the Philippines.

Nathan talked to Mark Hillary from the floor of his contact center on his approach to telling the world about his business.

He walks the floor and talks to real people doing their job. No studio. No scripts. No "AI transformation" buzzwords. Just real agents, real calls, and real insight. And here's the uncomfortable truth: That raw, unfiltered content is doing more for his pipeline than most enterprise marketing teams with million-dollar budgets. Prospects are literally saying: "ChatGPT told us to talk to you." Let that sink in. While everyone else is using AI to churn out generic content, Nathan is using reality to train the AI engines.

Authenticity is the key word here. Nathan lets people see his business up close and the online viewers love it, but the AI audience is even more important - because these AI tools are telling people about Nathan's business.

https://247secretary.com/

https://www.linkedin.com/in/bdcoutsourcing/

Summary:

Mark Hillary and Peter Ryan discuss Nathan Muniz's innovative marketing strategy for his BPO, 247Secretary.com, in the Philippines. Nathan's approach involves posting authentic, behind-the-scenes videos on LinkedIn, which has attracted clients through AI recommendations like ChatGPT. This transparency has led to significant engagement and new leads without traditional lead generation efforts. Nathan emphasizes the importance of showing legitimacy, especially for offshore BPOs, and highlights the value of original content over glossy marketing. He also notes the ongoing demand for human agents despite AI hype and advises businesses to be transparent about their operations to build trust and credibility.

Gary Slade is the Chief Commerical Officer at TP EMEA. He has many years of BPO and CX experience and he previously led the UK/Ireland operation at TP as CEO.

In this conversation with Mark Hillary, Gary is talking about BPO stability and how this is becoming an important new measurement that companies need to focus on. If you are looking for a BPO partner then how do you know if they will still be around in 5 years? There is so much M&A activity, Private Equity takeovers, and BPOs that rely on a single client or geography... how can you be sure that you are choosing a reliable partner who can support your future growth plans?

Is stability becoming the new BPO battleground?

https://www.linkedin.com/in/garyslade1/

https://www.tp.com/

Summary:

Mark Hillary and Peter Ryan discuss the importance of stability in Business Process Outsourcing (BPO) services, highlighting Gary Slade's (TP EMEA CCO) views on the shift from cost to reliability. They note the volatility in geopolitics and fuel crises, which emphasize the need for BPOs to be resilient and financially stable. Slade emphasizes the importance of geographic diversity, industry experience, and technological investment. He also discusses the impact of private equity on service quality and the need for total cost of ownership considerations. The conversation concludes with the importance of BPOs demonstrating long-term stability and adaptability to future disruptions.

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In this episode of CX Files, Peter Ryan speaks with Sarah Leff about Interact CC's expansion into South Africa's Eastern Cape, exploring why the region is emerging as a compelling alternative to traditional CX hubs like Cape Town and Johannesburg. Leff explains that while South Africa has long been a natural partner for UK-based customer experience delivery - thanks to cultural alignment, language, and time zone compatibility - the Eastern Cape offers a distinct advantage: significantly lower attrition, abundant untapped graduate talent, and greater cost stability.

The conversation highlights how Interact's people-centric, employee-owned model aligns well with a region where jobs are valued as long-term careers rather than stepping stones, resulting in stronger engagement and performance. Together, they argue that as CX buyers move beyond cost-driven outsourcing toward value, resilience, and talent quality, newer locations like the Eastern Cape represent the next evolution of Africa's role in global service delivery.

https://www.linkedin.com/in/sarah-leff-5338124/

https://interactcc.com/

Summary:

Mark Hillary and Peter Ryan discuss the expansion of Interact Contact Centers into the Eastern Cape Province in South Africa. Sarah Leff, Managing Director of Interact Global, explains the decision to set up in the Eastern Cape due to lower attrition rates (15-25%) compared to other hubs like Cape Town, Durban, and Johannesburg (30-40%). The region offers a highly educated workforce, neutral accents, and lower costs. Interact's new site in Port Elizabeth employs around 100 people, with plans to scale up. The company values its people-centric approach and strong client partnerships, which have lasted over a decade.

Chris Chance is the Senior Vice President for East Africa at CCI Global. He is based between Kenya, Rwanda, and Ethiopia. CCI Global is headquartered in the UAR, but has extensive operations across Africa - they aim to be the largest and most respected BPO in Africa through a combination of offering innovative services with a focus on impact sourcing and community uplift.

In this conversation with Mark Hillary from his base in Ethiopia, Chris talks about the creation of the Outsourcing Alliance of Kenya (OAK) - what does it mean for the region that we are seeing stronger organization around promotion for CX and BPO?

Beyond the new alliance, Chris talked about the increased development of services from Africa - with a new wave of countries even coming up close behind the ones he is working in.

https://www.linkedin.com/in/chrischance/

https://cciglobal.com/

Reports mentioned in the podcast:

https://www.linkedin.com/posts/david-rumble-4a4a09b_elevateafrica-gbs-globalbusinessservices-activity-7435711466642608128-owOl/

https://www.linkedin.com/posts/ethiopian-investment-holdings_elevateafrica2026-ethiopianinvestmentholdings-activity-7434521009770323969-LPhl/

https://www.storydoc.com/11ba14bd4fd414f857a280044f096bcc/800e1f-ee50-f41c-6572-bbe14876d62/691346c299a86062dbbd6c6c

https://genesisgbs.com/2026-abridged-east-central-africa-gbs-benchmarking-market-report-download/

Summary:

Mark Hillary and Peter Ryan discuss the emergence of Kenya and other African countries as significant players in the CX and BPO sectors. Chris Chance from CCI Global highlights the Outsourcing Alliance of Kenya (OAK), which aims to unify the industry and align with Kenya's 2030 vision. Kenya's BPO sector has grown 10% annually, generating $700 million in revenue and creating 40,000 jobs. Chance emphasizes the importance of leveraging local skills, such as Kenya's expertise in mobile money, and the shift towards value-led delivery models. The conversation also touches on the broader African market, including emerging and nascent markets, and the need for organized, accessible information about these opportunities.

Steve Sullivan is the founder of Channel Doctors. He is based in Bournemouth in the UK.

Channel Doctors is a specialist advisory company focused on CX, contact centers, and especially issues such as data protection and GDPR.

Peter Ryan called Steve after seeing a LinkedIn post on managing customer rage. Are customers more angry today and how are companies dealing with it? How can it be managed in the contact center and how is it managed for customer service advisers who need to interact directly with customers - for example in retail?

Is the increased rage linked to social media and what can companies do to serve customers more effectively when they are more and more angry?

https://www.linkedin.com/in/steve-sullivan-3275391/

https://channeldoctors.co.uk/cx/

Summary:

Mark Hillary and Peter Ryan discuss the growing phenomenon of customer rage, particularly post-pandemic, with Steve Sullivan from Channel Doctors. They highlight the impact of social media on customer behavior, the rise of anonymous abuse, and the need for better training and support for customer service agents. Sullivan notes that customer frustration has increased due to self-service failures and cultural disconnects. He emphasizes the importance of organizations addressing these issues to prevent attrition and improve customer experience. They also discuss the potential negative effects of AI-driven automation on customer interactions and the need for personalized AI assistants to mitigate customer rage.

Melanie Disse is the Principal Consultant and Tech Adviser to Melanie Disse Consulting. Melanie Disse Consulting is a CX & VoC consulting firm helping businesses leverage CX as a key competitive differentiator to drive business performance through understanding customer experiences. Melanie is based in Auckland, New Zealand.

In this conversation with Peter Ryan, Melanie outlines how companies can more effectively obtain feedback from customers and how to make use of this feedback. Most companies struggle to turn customer feedback into action and many are still relying on the surveys that customers hate completing.

Is there a better way to engage customers and get productive feedback?

https://www.linkedin.com/in/melanie-disse/

https://www.melaniedisseconsulting.com/

Summary:

Mark Hillary and Peter Ryan discuss the importance of leveraging customer insights to drive great customer experience (CX) with Melanie Disse, a consultant from New Zealand. Melanie highlights the need for organizations to move beyond just collecting feedback to actually acting on it. She identifies three stages: listen, analyze, and act, emphasizing the challenges in breaking down silos and using technology to unify data from various sources. Melanie also notes the global phenomenon of poor customer service and the necessity for organizations to implement feedback to improve CX.

They conclude by promoting the CX Outsourcers event in Ottawa, where Melanie will be speaking.