May 15, 2024

CGS and Cathy Jooste: Taking BPO to the Next Level

Welcome to CGS, where we are constantly pushing the boundaries of the business process outsourcing (BPO) industry. In this blog post, we will introduce you to our President of BPO, Cathy Jooste, and explore the exciting new technologies and changing business models that are propelling our BPO division to new heights.

To truly understand Cathy's drive and determination, we need to go back to the roots of CGS. Our founder, Phil Friedman, arrived in America with just $500 and a dream. Fast forward 40 years, and he has built an extended family here at CGS. This spirit of perseverance and ambition continues to inspire Cathy as she leads our BPO division into the future.

Challenges in today’s business landscape

In today's business landscape, we face three major challenges: economic pressures, regulatory pressures, and changing business models. Economic pressures demand that we do more with less, but we are witnessing companies that are breaking their own norms to provide a better customer experience. This is where Gen AI, or Generation Artificial Intelligence, comes into play. By leveraging the power of AI, we can enhance customer interactions and deliver exceptional experiences.

Regulatory pressures are another critical aspect of the BPO industry. The magnitude of threats out there and the speed at which we must respond to them require us to stay ahead of the curve. With industry consolidation on the rise, the BPO landscape will undergo significant changes in the coming years. To ensure our survival, we must lead the charge in staying abreast of regulatory concerns, investing in security protocols, and transforming our workplace to accommodate our 10,000 employees.

The third challenge we face is changing business models. It's not just about moving from brick and mortar to e-commerce; it's a transformation that spans across industries. From retail to financial services, healthcare to government sectors, and utilities, the shift towards digitalization is evident. At CGS, we embrace this challenge with our strong technology foundation, ready to take it to the next level.

How do we differentiate ourselves?

To truly differentiate ourselves, we must find the perfect balance between technology and the human touch. The true differentiator lies in our ability to marry these two elements seamlessly, providing the best customer experience possible. By leveraging technology and empowering our employees, we can create a CX (customer experience) that sets us apart from the competition.

Is Gen AI a doomsday scenario or the next pot of gold?

Now, let's address the question on everyone's mind: Is Gen AI a doomsday scenario or the next pot of gold? The truth is, Gen AI has already made a significant impact on our business. Behind the scenes, it has revolutionized our back-office operations, generating valuable analytics and knowledge repositories at an incredible speed. However, when it comes to the more complex and frustrating aspects of customer experience, automation has its limitations at the moment, but advancement are being made everyday. That's why we believe there is a place for Gen AI in the future, and we are excited to see what it holds.

What about cultural differences?

Managing cultural differences while maintaining a consistent customer experience is a challenge we take seriously at CGS. We understand that cultural nuances can greatly impact customer interactions. Through training, cultural awareness programs, and a diverse workforce, we strive to bridge these gaps and provide a seamless experience for customers from all backgrounds.

How do we stay connected to the communities we serve?

At CGS, we are committed to giving back to the communities we serve. Our CSI (Corporate Social Investment) initiatives span across the globe. In Tampa, Florida, we organize beach clean-up days to protect our environment. In Israel, we work with Ukrainian refugees, providing support and assistance in their time of need. Giving back is a core value at CGS, and we actively participate in food drives, house-building projects, and other community initiatives.

What would you say to your younger self?

Lastly, if Cathy could speak to her younger self, she would emphasize the importance of recognizing one's passion and impact on people. The contact center industry, with its focus on customer interactions, is the perfect space to make a difference. Cathy encourages everyone to own their voice and speak confidently, as it is through communication that we can truly connect with others.

Listen to the Podcast

To learn more about Cathy Jooste and our BPO division, we invite you to listen to the full CX Diaries podcast by Keith Gait from CXFO. Join us as we embark on this exciting journey of innovation and growth at CGS.


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