Nearshore CX opportunities flourish in the Caribbean and CALA regions
The World Source Marketplace for Global Business Services (GBS.World) and Genesis GBS recently conducted a customer experience (CX) market analysis on the best potential English-speaking, contact center/CX delivery locations in the Caribbean and Central and Latin American (CALA) regions. The closed report was commissioned by a prospective international investor through the GBS.World Marketplace.
Measuring contact center/CX desirability
A variety of factors were analyzed in determining the desirability of a potential contact center/CX delivery site, the most pertinent being the total addressable talent tool proficient in B2 English levels. As such, the number of English-speaking, qualified youth was a major influencer in calculating this ‘’magic number’’.
Salary costs of contact center agents, team leaders/supervisors and managers were compared between 12 city locations, which revealed the overall average salaries of each contact center role. These were then compared with broader operational expenditure factors to establish cost competitiveness among the profiled locations.
Market growth potential, as well as market saturation, were key considerations when presenting the final recommendations. The analysis found that some locations had ample room for contact center/CX growth, while other locations were approaching levels of saturation, and yet still offered proficient skills development pipelines and the ability to scale further.
Physical and ICT infrastructure, tertiary education institutions and skills training capabilities were also used as measurements of desirability. Other multilingual capabilities were also considered, including Spanish.
The report also included a full analysis of 18 competitor brands across the 12 city locations, including the size of their contact center/CX operations, and profiles of their customer care services, digital fulfilment, compliance and customer groups serviced.
A high-level view of each location’s contact center/CX capabilities and maturity was illustrated by presenting a list of vertical industries serviced, call center/CX services offered, digital channel delivery/fulfilment and technology deployed.
A mixed-methods research methodology was utilized for the market analysis report, incorporating both secondary and primary data. Interviews with investment promotion agencies, industry bodies and contact center/CX operators (outsourced and in-house) were conducted to gain critical insights into the value proposition of the Caribbean and CALA locations.
If your organization is interested in similar nearshore or offshore location assessments and reviews, please contact the GBS.World team.