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...

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 th...

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 episode of the CX Files, Mark Hillary and Peter Ryan look at the changing European nearshore landscape before Peter talks to Jeton Aliu, Founder and CEO of Olymp BPO in Pristina, Kosovo.

Jeton explains why Kosovo is becoming an increasingly important CX and BPO delivery location. He discusses the rapid growth of the local outsourcing industry, the availability of a young and multilingual workforce, and Kosovo's particu...

In this episode of CX Files, Mark Hillary talks to Matt Fry, SVP for AI, CX and Digital Transformation at eClerx and publisher of The CX Marketplace, about why culture cannot simply be outsourced.

Inspired by Matt's Substack article Culture Cannot Be Outsourced, the conversation explores why successful CX partnerships require shared responsibility between clients and BPO providers. They discuss culture during the RFP process, emplo...

Peter Ryan talks to Andrew Kokes, Chief Marketing Advisor at Pivot AI Global, about how AI is fundamentally changing B2B marketing and sales.

As buyers increasingly use ChatGPT, Gemini, Claude and other AI platforms to research suppliers and build shortlists, traditional search engine visibility is no longer enough. Andrew explains why companies now need to think about AI discoverab...

LinkedIn Has Lost the Plot — Can the CX Community Fix It?

LinkedIn was once the essential networking platform for business professionals, but today it can feel overwhelmed by sponsored posts, algorithmic recommendations, automated sales messages and bland AI-generated content. Even genuine attempts to connect and start conversations are increasingly met with silence or suspicion.

Peter Ryan talks to Simma Kularatna, ...

Jim Farnsworth is Founder and CEO of HiOctayne. He is based in Denver, Colorado. Jim has a long history as a senior leader within and advisor to multiple BPOs and CX experts. He is therefore well placed to comment on why the publicly traded BPOs have seen their share price collapse - and what can these companies do to recover?

Publicly traded BPO and CX companies have faced a dramatic collapse in investor confidence over the past f...

If AI Can't See You, Buyers Won't Either: The New Rules of B2B Sales

In this special bonus episode of CX Files, Peter Ryan turns the microphone on his co-host Mark Hillary to discuss Mark's latest book, If AI Can't See You, You Don't Exist: How B2B Sales Changed Forever. Mark explains how AI platforms such as ChatGPT, Gemini, and Claude are transforming the earliest stages of the buying journey. Potential clients are now u...

Jessica Pleffken is the founder and CEO of Pleffken & Marvulle Marketing. Ana Marvulle is co-founder and managing partner. Jessica and Ana both have a long history working inside CX and BPO companies and now their specialist marketing company advises companies working in the CX environment. Both Jessica and Ana are based in São Paulo, Brazil.

Jessica and Ana explain why the traditional separation between marketing and sales no ...

Peter Ryan speaks with Tugs Smith and Adrian Smith, co-founders of ATAC Global CX in Oshawa, Ontario, about the launch of the Certified Remote Service Agent certification. The discussion explores why remote contact center work now needs a trusted global standard, how agents can prove they are ready to handle real customer interactions from home, and why resumes and interviews are no longer enough.

Tugs and Adrian explain how the CR...

Your contact center may be one of the most valuable targets in the enterprise supply chain.

Peter Ryan speaks with Muhammad Yahya Patel, Cybersecurity Advisor at Huntress, about why cybersecurity has become a critical issue for CX leaders, contact centers, and BPO providers. He is based in Blackburn in the UK.

Muhammad Yahya Patel explains why CX operations are attractive targets for cybercriminals, how outsourcers can become vulne...

Donald Berryman is the Founder & Managing Director at ProfectusCX. He is based in Florida, USA.

Don writes a LinkedIn newsletter called The CX Advisor Perspective. He recently published several newsletters focused on how the enterprise to BPO relationship needs to develop - to bridge new AI technology use and also to change how BPOs charge for their services.

Mark Hillary called Don to explore the issues he raised and how he se...

Lara Klick is the Founder and President of Klick Advisors LLC. She is based in Tampa Bay, Florida, USA.

Klick Advisors is a trust-centered consulting practice that helps healthcare leaders and teams navigate high-stakes moments with clarity, empathy, and courage.

Lara heard our episode from March where Melanie Disse explored why companies ask for feedback, but don't use it. She suggested that this subject could be explored futther ...

The BPO Industry Isn't Dying. But It May Need to Reinvent Itself Faster Than Anyone Expected.

Yuma AI CEO Guillaume Luccisano argues that customer experience providers must evolve from labor arbitrage specialists into AI orchestrators and systems integrators—or risk becoming irrelevant.

For years, critics of the business process outsourcing industry have predicted its de...

David Rickard is a partner at Everest Group. He is based in the UK.

David recently visited Ethiopia for the Elevate Africa event. In this conversation with Peter Ryan David gives his take on Ethiopia and Africa more generally for CX and BPO. 

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

https://www.everestgrp.com/

https://www.weelevateafrica.org/

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Africa has been talked about as "the next big thing" in o...

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...

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 questio...