How collaboration and innovation drive exceptional CX – Spanish CX Expo

At the recent Expo Relación Cliente 2025 in Madrid, industry leaders came together to explore one of the most important questions shaping customer experience today: how to use AI to enhance service without losing the human touch.

Representing CPM CX Centre, Lorenzo Puca, Global Client Delivery Manager, joined Massimiliano Petrore, Senior Customer Success Manager at Zendesk, to discuss how collaboration and innovation can elevate customer experience in the AI era.

Collaboration that creates real value

The partnership between CPM CX Centre and Zendesk is an example of how technology and people can work together to create stronger customer connections. Combining Zendesk’s AI-powered platform with our multilingual delivery expertise, both teams are helping global organizations deliver faster, smarter, and more personal support.

During their discussion , Lorenzo and Massimiliano shared how this collaboration has transformed the Customer Experience for leading and long-standing clients including New Balance, Pepe Jeans, and Hackett London. The conversation highlighted how innovation is all about shared purpose, trust, and a commitment to improving real customer outcomes.

From BPO to insight-led CX

A major theme of the keynote was how customer service is evolving beyond traditional outsourcing: exploring the industry’s shift from Business Process Outsourcing (BPO), focused mainly on cost and efficiency, to insight-led, consultative CX partnerships that deliver long-term value.

Instead of simply managing customer contacts, modern CX providers now use every interaction as a source of learning. This approach generates insight that helps businesses anticipate needs, refine processes, and continuously improve.

As Lorenzo explained, “Customer experience isn’t just about whether it’s handled by an outsourced partner or an in-house team. Consumers are constantly changing their behaviour and demand more. It’s all about knowing them as individuals.”

Early adoption of AI

Looking back at CPM’s early partnership with Zendesk on AI innovation. Lorenzo recalled how CPM became one of the first organisations globally invited to join Zendesk’s early access programme for AI features in 2024. Describing how tools such as intelligent triage, ticket summaries, and sentiment analysis changed the pace and quality of service overnight. Agents could understand context faster, respond more accurately, and focus on higher-value interactions.

Lorenzo told the audience that “these features didn’t just improve customer experience but they also enhanced employee engagement. By removing repetitive admin, AI gave teams more time to focus on meaningful conversations”.

The introduction of Focus Mode in Zendesk’s Omnichannel Routing allows agents to handle one real-time channel at a time and has further improved accuracy and job satisfaction.

Balancing efficiency with empathy

While AI has become integral to our operations at CPM CX Centre, both speakers agreed that technology should always serve people, not replace them.

CPM CX Centre teams use AI to improve prioritisation and response times while ensuring that human connection remains central to complex or sensitive interactions.

Customers value honesty as much as efficiency. “We believe in being open when customers are interacting with AI,” he said. “Transparency builds trust, and trust is everything.”

This focus on transparency has become a key part of CPM’s philosophy, ensuring that every automated interaction still feels clear and consistent.

Innovation that drives meaningful change

Throughout the discussion, it was clear that innovation runs through every part of CPM CX Centres’ operation. Guided by the principle, ‘Experience Smarter. Operate Better. Grow Faster’, teams are encouraged to share learning quickly and keep improving how they deliver results for clients.

By combining AI insight with human understanding, multilingual hubs continue to provide outstanding service across diverse sectors from retail and fashion to consumer electronics and travel. The emphasis remains on simplifying complexity, accelerating resolution times, and strengthening customer loyalty through genuine, meaningful experiences.

The future of AI in CX

The final takeaway from the Madrid Expo was clear: AI is already transforming customer experience, but success depends on how responsibly it’s applied.

Lorenzo urged organisations to adopt a purposeful approach. “Start with a clear objective,” he advised. “Don’t adopt AI for the sake of it, but know what you want to solve, measure the impact, and scale what works.”

He also reminded the audience that AI, like people, improves through experience and good training. Understanding data quality and using it ethically is vital to building trust which is ultimately the true measure of exceptional CX.

To explore how we can transform your customer experience, contact us today.