Mentioning the rise of call center services is just the tip of the iceberg when it comes to discussing successful businesses. This industry plays a key role in allowing us to enjoy seamless access to brands and services from the comfort of our homes, particularly through efficient customer support and service operations. It also provides significant employment opportunities, offering roles in areas such as customer service and IT Support.
To build smart strategies for its continued success, we need to understand where the industry is headed. One of the best ways to do that is by studying one of its greatest success stories: the Philippines.
Dubbed by Philstar as ‘the world’s leading contact center outsourcing destination,’ the Philippines has earned a reputation for delivering exceptional customer experiences. But with the rise of AI, what does “exceptional customer experience” really mean today?
Call Center vs. AI
Call center services are all about providing options. Today’s consumers expect speed, accuracy, 24/7 availability, hyper-personalized support, and seamless omnichannel experiences altogether. These expectations are only intensifying with the rise of AI features.
However, this advancement brings concerns. Will AI replace jobs? In developing countries, that possibility is very real. Although an article from Fortuna emphasizes that AI can create new roles focused on managing and operating the technology such as analysts, coaches, or prompters, articles from Context and ABS-CBN News highlight that it also requires employees to significantly upgrade their skills and knowledge.
Despite these worries, many large BPO companies in the Philippines are already adopting AI beyond just call center operations. In general? The results of this adoption have been promising in terms of efficiency, as emphasized by Bloomberg.
So, all is well for the most part? Well, not quite…
Understanding Culture
Bloomberg has also revealed a growing pushback from customers, as some can no longer tell whether they are speaking to a real call center agent or an AI. A similar reaction is seen among employees, with concerns rising over AI gaining more authority, according to an article from Rest of World.
This just goes to show that, despite all odds, exceptional customer experience remains a fundamentally human skill, supported by technology. When things become mixed up or unclear, we are reminded to return to the basics: what truly defines an “exceptional customer experience.”
In the case of the Philippines, its long-standing advantage was once seen as language proficiency, particularly in English. However, language is only one aspect of culture. The deeper strength lies in the ability to understand emotion and nuance, something that remains beyond the reach of AI. This is recognized not only by agents, but also by customers.
The Soul of Call Center Services
So, where do we start? How do we pivot and adapt? In a world where success is often defined by maximum productivity, do we simply do whatever it takes? Do we follow where all the ‘successful people’ go? Or do we take the high road?
The truth is, it’s the humanity of call center agents that remains irreplaceable. It’s the soul of their work. AI not only complicates this dynamic for both customers and employees, but it can also pose risks for companies as legal and ethical regulations around AI continue to evolve.
Instead of relying solely on technology, we can focus on other values that carry equal weight in the pursuit of success and innovation: expertise, cultural compatibility, ethical business practices, and authenticity.
1. Compatibility by Expertise and Culture
As a standard, working with diverse teams requires compatibility on both professional and cultural levels. The first step is to hire agents who are truly skilled at what they do. Prioritize expertise and experience, but ensure these qualities are matched by their ability to connect with your language and culture. This alignment creates smoother collaboration and a stronger, more meaningful partnership.
2. Ethical Service Provider
It’s not just about the agents. Choose a company that operates efficiently as well as ethically by maintaining a healthy balance between people and technology. Evaluate how it supports employee health and safety, how management is handled, and the condition of its facilities. This is where you can see whether quality extends beyond impressive technology and into the core of internal operations.
3. Quality with Authenticity
When it comes to providing services, one thing holds true across all industries: people look for quality in any outsourcing company. Those who take quality seriously are the ones who deliver exceptional service through real communication. As noted by Outsource Accelerator, “Businesses must proactively differentiate their human agents by fostering genuine, unscripted interactions.”
Conclusion
When cultural and professional compatibility, ethical practices, and authenticity come together, it all boils down to trust. That trust is at the core of successful call center outsourcing. In the long run, what truly matters is doing business that wins both customers and employees.
The call center industry began as an objective pursuit focused on cost savings, efficiency, and productivity. Today, however, success relies equally on the ability to understand and deliver personalized, human-centered experiences. “Exceptional customer experience” was never about perfect responses. While change often brings improvement, its inevitability alone does not guarantee success.
Sources
Philstar.com. (2023, January 18). Call center services in Philippines: How outsourcing can improve customer experience. Retrieved July 1, 2025 from https://www.philstar.com
Lim, L. (2025, January 31). Call center employees in the Philippines aren’t worried about AI: The tech’s ‘not quite there yet’. Fortune. Retrieved July 1, 2025 from https://fortune.com
Ramos, M. (2024, December 3). Lacking job security, Filipino call center workers face AI threat. Context. Retrieved July 1, 2025 from https://www.context.news
Pascual, J. (2025, May 21). PH faces tough competition in call center industry as other countries tap tech, AI in voice service. ABS-CBN News. Retrieved July 1, 2025 from https://www.abs-cbn.com
Arasa, D. (2024, September 2). The Philippine call center industry and its AI future. INQUIRER.net. Retrieved July 1, 2025 from https://technology.inquirer.net
Meaker, M. (2025, June 27). Call Center Workers Are Tired of Being Mistaken for AI. Bloomberg. Retrieved July 1, 2025 from https://www.bloomberg.com
Beltran, M. (2024, November 26). AI is making Philippine call center work more efficient, for better and worse. Rest of World. Retrieved July 1, 2025 from https://restofworld.org
Briones, J. A. (2025, June 30). Call center crisis: Human workforce mistaken for AI. Outsource Accelerator. Retrieved July 1, 2025 from https://news.outsourceaccelerator.com
Author Bio
Erika Dela Peña is a multifaceted writer who explores both innovative and industry-focused topics, creating engaging and contemporary content. With a strong background in marketing and communication arts, she enjoys diving into thought-provoking ideas and compelling narratives to come up with practical insights from the creative to the business world.
