In a recent episode of the Empower Time podcast, Jonathan Da Costa, founder of GetHumanCall, shared his vision for the big shifts ahead in customer relations.
As expectations evolve — on both the business and consumer side — outsourcing is no longer just about cutting costs. It's quietly becoming a strategic tool for improving service quality, boosting team engagement, and making smart use of new technologies.
Here are the key takeaways from that conversation.
For years, outsourcing was synonymous with saving money. Is that still the case?
Not quite. The thinking has clearly shifted. Companies aren't just looking to trim expenses — they want better service. And as hiring in-house gets harder, outsourcing offers a way to build dedicated, well-trained teams that are genuinely invested in delivering great customer experiences.
The goal isn't to do it cheaper anymore. It's to do it better.
Why are countries like Madagascar increasingly attracting companies that care about service quality?
It goes beyond economics. What really sets teams apart is human quality — a natural sense of service, empathy, and genuine commitment. These are powerful assets in customer-facing roles.
But those qualities need the right environment to thrive. An agent who feels valued, properly trained, and supported will naturally bring more to the job — and that shows up directly in how customers feel.
Are hiring criteria changing?
Absolutely. Companies are placing much more weight on soft skills: emotional intelligence, motivation, adaptability, a willingness to learn. Technical know-how can be picked up quickly. Attitude and drive are a different story.
In a market where products and services are starting to look alike, the quality of human interaction is becoming one of the sharpest differentiators out there.
Where does artificial intelligence fit into all this?
Automation can genuinely improve operational efficiency — but only when it's used thoughtfully. A poorly configured AI can produce inaccurate responses and actually damage the customer experience.
The smartest approach is to use it as a support layer: helping agents draft responses, pulling up information faster, keeping answers consistent. That way, advisors become more productive without losing their essential role in handling the situations that really require a human touch.
Is omnichannel still the goal?
Omnichannel has its limits when it's not executed well. Stacking up touchpoints can create confusion if the underlying systems aren't properly connected.
What we're seeing now is a shift toward simplicity: one primary, well-optimized channel — chat or messaging, typically — backed by phone support for situations that need a deeper conversation.
The priority isn't to be everywhere. It's to be consistently good where it counts.
This conversation points to something bigger: customer experience is entering a new phase of maturity, where technology and human engagement have to move forward together.
Smart outsourcing, paired with a thoughtful use of AI, is shaping up to be one of the most powerful levers for building a customer experience that's genuinely better — and built to last.
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