AI, Customization: Keys for Contact Center Revolution

Q: What was the business opportunity that gave rise to ESMTCX? What is the main need that the company aims to solve?
A: It all came about around 2010, when we decided to develop an IVR (Interactive Voice Response) solution that was much more than just a transactional system. Instead of offering a monotonous experience, our approach was to develop dynamic IVRs that would adapt the service according to the customer's profile and context, providing a personalized experience. This allowed us to improve efficiency and customer satisfaction by identifying, for example, if a user was annoyed by multiple failed contact attempts, in order to prioritize their attention.

Q: How would you define ESMTCX's current position in the communication and contact center solutions market?
A: Currently, we are positioned as leaders in the North of Latin America (NOLA) region, which spans from Guatemala to Peru. We are focused on expanding this same presence in Mexico, offering solutions that accompany the evolution of traditional contact centers toward a more sophisticated approach, driven by emerging technologies such as AI and process automation.

Genesys has traditionally been adopted by sectors such as banking, insurance, aviation, and public administration. However, the evolution to a cloud platform has allowed companies in sectors such as toy stores and pet insurance to also access our solutions, demonstrating how the contact center has ceased to be exclusive to certain sectors and has become more democratized. Furthermore, the incorporation of AI and bots has facilitated greater efficiency, reducing the need for human intervention without sacrificing service quality.

Q: In terms of consulting and technology solutions, how do you assess the specific needs of each client and how do you adapt your proposals to the realities of the market?
A: To do this, it is crucial to understand the digitalization process they are undergoing. Each client, depending on their sector, has unique requirements ranging from process automation to the integration of artificial intelligence in their service channels. We focus on avoiding the loss of market share and improving the customer experience, implementing tailored solutions that improve efficiency and encourage upselling or cross-selling, depending on the needs of each case.

Q: What do you consider to be the biggest challenges that Mexican companies face when implementing contact center solutions and how does ESMTCX effectively address them?
A: Initial investment in automation platforms and resistance to change are the most common hurdles. Many companies fear that automation will replace the human element, but our proposal is to complement human attention with intelligent solutions that optimize processes. In addition, the challenge of implementing AI effectively to ensure smooth and satisfying interactions is also key. We always look for how the bot responds, and we don't have the experience of the bot saying "I don't understand you.", “please, repeat”.

Q: How does ESMTCX ensure that its solutions can adapt to evolving customer processes and needs over time?
A: We offer a solution called Genesys Cloud, a specialized Cloud product that is constantly being updated, with a focus on AI. Last year, for example, we had a daily update. This type of solution allows for continuous evolution, adapting to new customer needs and challenges through an adoption plan. We accompany our customers throughout the process, even after the implementation of the project, ensuring that they always have access to new functionalities and improvements. Finally, being a cloud platform, we can easily integrate it with other solutions within the client's ecosystem, allowing them to maximize their exploitation and connect all their platforms to centralize information.

Q: How will ESMTCX expand its presence or strengthen its position within the Mexican and Latin American market in 2025?
A: In 2025, our focus will be on continuing to expand our presence through advanced automation, especially with bots and avatars. We want to move away from conventional customer service, such as IVR menu options or WhatsApp auto-replies, and move toward more conversational and cognitive customer service. This change will allow users to resolve frequent queries immediately and without the need for human intervention, such as obtaining payment information or requirements within seconds.

We are mainly focused on improving the user experience with automated customer service solutions. This includes implementing intelligent bots that can provide information instantly and without human interaction, improving efficiency and reducing costs. We want our customers to be able to access the information they need in real time, without relying on bureaucratic processes.

Q: How is ESMTCX addressing the technological challenges to continue to evolve and innovate in such a dynamic industry?
A: We face the challenge of breaking the paradigm that technology solutions do not always deliver what they promise. To overcome this, we have adopted a gradual approach: starting with small breakthroughs, or what we call "quick wins," and then evolve to more automated solutions. Our aim is to demonstrate with real results that our solutions do indeed meet expectations. However, it is critical that customers have confidence that these solutions will evolve over time, step by step, to reach the level of automation needed to optimize customer service.

Q: What advice would you give to other managers looking to implement effective technology solutions in their companies to improve the customer experience?
A: My advice is to prioritize investing in quality technology platforms and getting the right human capital. Having the infrastructure and a skilled team that understands customer needs is critical to building successful use cases. In addition, I always recommend measuring impact through KPIs and success stories that support the investment. This is not a fluke; it is all about choosing the right solutions and relying on a good team.

ESMTCX specializes in Genesys, communication solutions and contact center environments. It focuses on providing sustained support and maintenance to optimize the customer experience.