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CX Files

CX Files

Von: Mark Hillary and Peter Ryan
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CX Files features your hosts, CX industry analysts Mark Hillary and Peter Ryan, speaking each week to leading analysts, thinkers, and practitioners focused on managing the Customer Experience (CX). In each episode Mark and Peter talk to their guests about the future of CX, the important trends, and what customers really expect from brands today.(C) IT Decisions and Carnaby Content 2018-2026 Management & Leadership Ökonomie
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  • Peter Ryan - Ten Years of BPO: What Changed, What Didn't, and What Comes Next

    Peter Ryan - Ten Years of BPO: What Changed, What Didn't, and What Comes Next
    Oct 8 2026

    This week, the CX Files turns the tables on co-host Peter Ryan. Ryan Strategic Advisory has just celebrated its tenth anniversary, so Mark Hillary interviews Peter about what he has learned from a decade of advising BPOs, enterprise buyers, governments, and CX leaders around the world.

    Peter looks back at how the industry has changed since 2016 — from the growth of remote and hybrid work to automation, AI, employee experience, and the changing ways companies discover and select CX partners. He also explores the evolution of global delivery locations, including the continued strength of India, the Philippines, South Africa, Egypt, and Mexico, alongside the emergence of markets such as Colombia, Serbia, Kenya, Rwanda, and Ghana.

    The conversation also tackles one of the biggest challenges facing CX today: separating genuine structural change from industry hype. Peter reflects on earlier predictions around IVR, RPA, remote work, and now AI, arguing that technology continues to transform the industry — but the human element remains central.

    Finally, Peter shares some of the lessons he has learned from running an independent advisory business for ten years: the importance of visibility, relationships, investment, resilience, and being present in an industry that is still built around conversations, handshakes, and personal connections.

    https://www.linkedin.com/in/peter-ryan-montreal/

    https://ryanadvisory.com/

    https://ryanadvisory.com/2026/10/06/10-learnings-from-10-years-of-ryan-strategic-advisory/
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    24 Min.
  • Victor Botto - TP - Why Kenya Is Ready for the Global CX Stage

    Victor Botto - TP - Why Kenya Is Ready for the Global CX Stage
    Oct 1 2026
    In episode 433 of the CX Files, Mark Hillary talks to Victor Botto, Vice President for Business Development for Sub-Saharan Africa at TP, about why Kenya deserves far more attention as a global CX and BPO location. Victor explains why Kenya's opportunity goes well beyond lower-cost customer service. They discuss the country's highly educated workforce, deep experience in fintech and tourism, its growing technology ecosystem, and the importance of an employee-first culture in building better customer experiences. The conversation also explores the bigger African opportunity. Could establishing CX operations in Kenya give global companies not only a new delivery location, but also valuable experience and insight into one of the world's fastest-growing consumer markets? Topics include: Kenya as an alternative global BPO hub, fintech and M-Pesa, tourism and hospitality expertise, the "Silicon Savannah" technology ecosystem, employee experience, talent development, and Africa's future consumer growth. ------ https://www.linkedin.com/in/victorbotto/ https://www.tp.com/ https://theservicecontinent.substack.com/ ------ Overview / Summary Kenya was presented as a high-value CX and BPO destination whose advantages extend beyond labor cost. Strategic Position Victor described Kenya as a diversification option for companies facing saturation, rising costs, attrition, and talent competition in established hubs.Kenya offers a GMT+3 time zone, C1 English proficiency, cultural familiarity with Western markets, and a BPO career path viewed as desirable by graduates. Sector Expertise Digital experience with M-Pesa supports fintech and digital-wallet service operations through lived understanding of payment issues.Tourism and hospitality experience supports empathetic, flexible customer service for airlines and travel companies.Nairobi's technology ecosystem includes engineering, cloud, automation, AI data operations, fintech, and software development capabilities. Open Questions How quickly can Kenya build market awareness, delivery capacity, specialized accreditation, and infrastructure to compete with mature hubs?Can companies use Kenyan operations as a platform for broader growth in African consumer markets through the Africa Continental Free Trade Area?
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    32 Min.
  • Brian Riback - CMSWire 2025 Contributor of the Year - Beyond AI Visibility: How Brands Build Trust

    Brian Riback - CMSWire 2025 Contributor of the Year - Beyond AI Visibility: How Brands Build Trust
    Sep 24 2026
    Brian Riback is the CMSWire 2025 Contributor of the Year. Brian is a strategic leader with over 20 years of experience as a CRM and retention specialist. He ias based in New Jersey, USA. In June 2026, Brian published a detailed article exploring how brands can build trust in the era of AI discoverability. The article was titled "How CMOs Build Brand Trust Across AI Search, Agents and Answer Engines." In this conversation with Mark Hillary, Brian describes his ideas around how to operationalise trust - a process he calls TrustOps after a paper by Andrew Frank from Gartner. --- For over two decades CMSWire, produced by Simpler Media Group, has been the world's leading community of customer experience professionals. Today the CMSWire community consists of over 5 million influential customer experience, customer service and digital experience leaders, the majority of whom are based in North America and employed by medium to large organizations. --- https://www.linkedin.com/in/brianriback/ https://www.cmswire.com/ https://www.cmswire.com/author/brian-riback/ https://www.cmswire.com/digital-marketing/how-cmos-build-brand-trust-across-ai-search-agents-and-answer-engines/ https://www.gartner.com/en/experts/andrew-frank Summary: Outline AI Discoverability and Trust AI tools increasingly influence how buyers discover and evaluate B2B providers.Visibility alone is insufficient; companies must control the credibility and context surrounding their brand. Content and Websites Content should identify its author, publication timing, sources, and relevant questions.Websites should validate AI-generated recommendations with use cases, case studies, testimonials, trust indicators, and accessible human support.AI-generated content can assist production, but authority depends on original expertise and evidence rather than volume. Trust Operations A proposed trust-operations function would coordinate marketing, communications, PR, legal, IT, and cybersecurity.The group would create playbooks and manage risks affecting brand representation across AI systems. Measurement and Alignment Brian recommended emphasizing qualified leads, pipeline movement, conversion, and nurturing rather than impressions or unmeasurable awareness.Marketing and sales should share revenue accountability while maintaining clearly defined roles. Current Work Brian is developing Version Lab, a tool for creating audience-specific versions of ads and emails, and continuing his writing for CMSWire.
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    37 Min.
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