86% of consumers demand a better experience: Colombian BPO responds with AI, proximity, and expansion

The outsourced services sector in Colombia is facing a defining moment. With 86 percent of consumers demanding a better experience, but only 8 percent feeling they actually receive it, the BPO (Business Process Outsourcing) industry is moving toward a comprehensive transformation based on artificial intelligence, operational decentralization, and empowering young talent.

This was revealed in the most recent industry confidence study, presented at the opening of the 25th CX Summit, organized by the Colombian BPO Association (BPrO) in Cartagena. The report offers a strategic look at current challenges and emerging opportunities in an environment impacted by automation, regulatory changes, and the accelerated advancement of emerging technologies.

The BPO sector is not just an economic engine. It's a laboratory for social and technological innovation, where young talent, digital transformation, and a commitment to service converge.

One of the most notable findings is the growing interest among companies in diversifying their geographic presence. Nearly 47.8 percent of BPO companies plan to expand into new cities or regions of the country, particularly in Antioquia (16.4%), Valle del Cauca (14.5%), and the Coffee Region (14.5%). This strategy seeks to decentralize operations, boost local economies, and leverage regional human talent.

Technological innovation is the most compelling driver of transformation. 91.3 percent of surveyed companies report positive impacts from the use of artificial intelligence, automation, and advanced analytics. Looking ahead to the next two years, 95.7 percent plan to invest significantly in technology and human capital, with 47.8 percent focusing on technological solutions and 39.1 percent on physical and digital infrastructure.

“This is an irreversible revolution. Today, 86 percent of consumers are looking for a better experience, but only 8 percent believe they actually receive it,” said Ana Karina Quessep, CEO of BPrO. Along these lines, she mentioned that the challenge isn't choosing between technology or emotion, but rather integrating artificial intelligence to strengthen the emotional connection with users. The executive emphasized that today's customer demands more than efficiency: they seek memorable and authentic experiences.

(Read more: Almacontact: leader in Contact Center and BPO in Colombia ).

The BPO sector in Colombia is consolidating its position as the leading formal employer of young people. 63.05 percent of its workforce is comprised of individuals between the ages of 18 and 29. This demographic profile allows the sector to remain agile, innovative, and open to transformation. It also offers a platform for professional growth for new generations across the country.

Although the nearshoring phenomenon is beginning to gain ground, its impact is still moderate. 39.1 percent of companies have increased their workforce for this reason, and in most cases, growth has been less than 5 percent. Only 17.4 percent report expansions greater than 15 percent.

Despite this slow pace, the overall outlook is optimistic: 56.5 percent of companies see a favorable growth outlook, and 13 percent are very confident. This view is translated into strategic decisions such as territorial expansion and sustained investment in digital capabilities.

The study also reflects moderate perceptions of the environment. 56.5 percent of respondents rate the political, economic, and legal situation as average, and only 13 percent consider it favorable. Regarding technological and digital regulation, 43.5 percent express moderate confidence.

Key factors for strengthening business confidence include tax incentives (52.2%), the promotion of specialized digital talent (60.9%), and more fluid dialogue between the government and the private sector (43.5%). Furthermore, 63.3 percent of companies consider labor reform to be urgently needed to respond to current market dynamics.

Looking ahead to the short and medium term, the sector's strategic priorities are clearly defined: 61.7 percent of companies identify digital transformation as their main focus, followed by the need for labor reform and greater regulatory stability (63.3%). Sustainability also emerges as an essential component for 28.3 percent of organizations.

“The BPO sector is not just an economic engine. It's a laboratory for social and technological innovation, where young talent, digital transformation, and a commitment to service converge,” Quessep emphasized.

With a strategy based on technological innovation, operational decentralization, and youth employment inclusion, Colombian BPO is positioning itself as a key player in national economic development. Its commitment to public-private partnerships and a vision that integrates sustainability, technology, and closeness to the end user reinforce its potential as a competitive destination for global services.

The industry faces significant challenges, but also decisive opportunities. In a market where customers demand more and better service, Colombian BPOs are responding with artificial intelligence, proximity, and expansion.