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CX Files

CX Files

By: Mark Hillary and Peter Ryan
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CX Files features your hosts, CX industry analysts Mark Hillary and Peter Ryan, speaking each week to leading analysts, thinkers, and practitioners focused on managing the Customer Experience (CX). In each episode Mark and Peter talk to their guests about the future of CX, the important trends, and what customers really expect from brands today.(C) IT Decisions and Carnaby Content 2018-2026 Economics Management Management & Leadership
Episodes
  • Donald Berryman - ProfectusCX - The Future For The Enterprise-BPO Relationship

    Donald Berryman - ProfectusCX - The Future For The Enterprise-BPO Relationship
    Jun 25 2026

    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 sees the future of the bridge between the enterprise and BPO and the RFP supplier selection process.

    ProfectusCX

    https://profectuscx.com/

    Don Berryman - LinkedIn

    https://www.linkedin.com/in/don-berryman/

    The CX Advisor Perspective

    https://www.linkedin.com/newsletters/the-cx-advisor-perspective-7460298175136911361/

    Summary

    Mark Hillary and Peter Ryan discuss the evolving CX landscape with Don Berryman, an advisor at Bain and founder of ProfectusCX. Berryman's LinkedIn newsletter, "The CX Advisor Perspective," highlights the need for both BPOs and enterprises to adapt to AI technology. He argues that enterprises must move beyond outdated procurement methods and focus on strategic AI investments to improve customer experience. Berryman emphasizes the shift from headcount-based pricing to outcome-based models, such as per resolved issue or CSAT. He also stresses the importance of co-managed contact centers and the need for BPOs to invest in strategic people and technology to stay competitive.
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    32 mins
  • Lara Klick - Klick Advisors - Why Patient Feedback Rarely Leads to Better Care

    Lara Klick - Klick Advisors - Why Patient Feedback Rarely Leads to Better Care
    Jun 18 2026

    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 with a focus on healtcare and the Patient Experience - so Mark Hillary called Lara to explore feedback, PX, and designing better healthcare experiences.

    Lara has already recently published a new book titled 'Simple Doesn't Mean Easy' - entirely focused on improving patient experience.

    https://www.linkedin.com/in/lara-klick/

    https://klickadvisors.com/

    https://www.amazon.com/Simple-Doesnt-Mean-Easy-Improvement/dp/B0GY47KDF2

    https://cxfiles.libsyn.com/cxfiles/melanie-disse-melanie-disse-consulting-acting-on-customer-feedback

    Summary:

    Lara Klick, founder of Klick Advisors, discusses the importance of acting on customer feedback, particularly in healthcare. She highlights that healthcare organizations often collect vast amounts of data but struggle to utilize it effectively. Klick emphasizes the need for specialized leaders, a supportive culture, and personalized data delivery. She shares an example where gamification increased nurse compliance from 25% to 75% in three weeks. Klick also stresses the significance of treating complaints as opportunities and co-designing improvements with patients. Her book, "Simple Doesn't Mean Easy," offers insights from her 30 years of experience in healthcare feedback.
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    35 mins
  • Guillaume Luccisano - Yuma AI - The Great CX Reset: Why BPOs May Need a New Business Model

    Guillaume Luccisano - Yuma AI - The Great CX Reset: Why BPOs May Need a New Business Model
    Jun 11 2026
    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 demise. First it was robotic process automation. Then conversational AI. Then Generative AI. Yet the industry survived every previous wave of disruption because technology changed the way work was delivered rather than eliminating the need for the service itself. In episode 420 of the CX Files, Guillaume talks to Mark Hillary about these changes and how BPOs may need to adapt. https://www.linkedin.com/in/guillaumeluccisano/ https://yuma.ai/ -------------- Summary: Mark Hillary and Peter Ryan discuss the impact of AI on the BPO industry, featuring Guillaume Luccisano, CEO of Yuma AI. Luccisano argues that traditional BPO models are outdated, emphasizing AI's potential to automate 100% of customer service within 2-3 years. He highlights Yuma AI's success in deploying AI agents since 2023, achieving automation rates up to 89%. Luccisano predicts a significant shift in the job market due to AI, suggesting BPOs must evolve into systems integrators to survive. He also notes the cost efficiency of AI, with interactions costing under $1 compared to $4-$8 for human agents. ---- 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 demise. First it was robotic process automation. Then conversational AI. Then Generative AI. Yet the industry survived every previous wave of disruption because technology changed the way work was delivered rather than eliminating the need for the service itself. But according to Guillaume Luccisano, founder and CEO of Yuma AI, this time may be different. Speaking on Episode 420 of the CX Files podcast, Luccisano argued that the traditional BPO model—selling customer service through large pools of human agents—is facing a challenge unlike anything it has encountered before. His view is stark: AI is no longer just helping agents do their jobs better. It is increasingly capable of doing the job itself. And if that trend continues, the industry will need to redefine its purpose. The End of the "Cost Per Interaction" Era Luccisano's company specializes in AI-powered customer service automation for retail and e-commerce brands. He claims some clients are already automating the vast majority of customer interactions. What has changed, he argues, is that AI is no longer limited to answering questions from a knowledge base. Modern AI agents can access customer records, understand context, follow workflows, execute transactions, and complete tasks. In other words, they are moving beyond information retrieval and into operational execution. This matters because the traditional BPO business model has largely been built around charging for human effort—whether measured in agents, hours, seats, or interactions. If AI can handle increasing volumes of customer contacts at a fraction of the cost, then the economics begin to shift dramatically. A contact that once required several dollars of human labor may eventually be resolved for a few cents in computing costs. Even if those figures are debated, the direction of travel is becoming difficult to ignore. The Problem Isn't Technology. It's Incentives. One of Luccisano's most interesting observations is that many outsourcing providers are already talking extensively about AI. The question is whether they are deploying AI to genuinely transform operations or merely adding enough AI to satisfy customer demand while protecting existing revenue streams. That creates an uncomfortable tension. A provider whose business depends on thousands of agents has little incentive to aggressively deploy technology that could reduce the number of agents required. As Luccisano noted, many providers find themselves caught between serving today's business model and preparing for tomorrow's. The challenge is not technical. It is organizational. And perhaps even existential. Why Investors Are Nervous The sharp decline in the share prices of several publicly traded CX providers has fuelled speculation about the sector's future. Luccisano believes investors are not simply reacting to hype. They are attempting to price in a future where customer service becomes significantly more automated, more efficient, and therefore less dependent on large labor-intensive operations. Whether investors have overreacted remains open to debate. But the market is clearly asking a difficult question: What ...
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    38 mins
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