At the heart of all Global Bilgi operations stands Yuliia Petrochenko, Head of the Operations Department. In this interview, she shares her experience, insights, and vision for the future of customer service.
Yuliia talks about which contact center KPIs truly improve after outsourcing, how service quality and business continuity are maintained in challenging conditions, and how technology is shaping the future of customer experience.
- Yuliia, you’ve been working in the contact center industry for many years. How, in your opinion, has the role of outsourcing services changed over that time?
“In my twelve years in this industry, I’ve seen contact centers evolve from simple support units into full-fledged strategic business partners. If in the past outsourcing was mostly about cutting costs, today companies expect innovation, flexibility, and deep expertise from their partners.
Technology has been the driving force behind this transformation. Artificial intelligence and automation have redefined operations — from handling customer inquiries to analytics and forecasting. The rise of cloud services has made contact centers less dependent on physical offices and servers, allowing us to support remote work and engage top professionals, even those based abroad.
Another major shift is the move from call centers to contact centers — organizations that manage every customer touchpoint: phone, chat, messaging apps, and social media. Expectations for personalization and data security have grown significantly, pushing companies to invest more in cybersecurity.
Today, a successful contact center is a balance of technology, analytics, and human empathy. That’s what truly defines the quality of the customer experience.”
- Global Bilgi works with companies across various industries, from telecommunications to logistics and automotive. What are the main operational differences between these businesses?
“Each industry has its own specifics, and that directly shapes how a contact center operates. In telecommunications, most inquiries are fairly routine: questions about tariffs, service activation, or network issues. These processes can be easily automated through IVR or chatbots. In this case, speed, stability, and accuracy are key, so clients closely monitor metrics like Answer Rate, First Call Resolution, repeat inquiries, and Average Call Handle Time.
The automotive industry, however, is quite different. Each customer interaction is unique — scheduling a service appointment, clarifying warranty or insurance terms, or requesting details about a vehicle model. Here, it’s not about how many calls are handled, but about the quality of communication and personalization. An agent needs deep product knowledge and must communicate with the client as an expert. KPI focus shifts toward NPS, CSI, or CSAT, and constant coordination with dealer networks is essential.
Communication channels also vary. Telecom projects are highly multichannel, often involving complex CRM and billing integrations. In automotive, phone remains the dominant channel, so the ability to build trust and hold meaningful conversations is critical.
Project scale matters as well. Telecom clients often require rapid deployment of large teams, while automotive projects are usually planned in advance. So while each industry demands a different operational approach, the goal is always the same — to deliver a smooth, consistent, and high-quality customer experience.”
- What kind of requests does the operations department of an outsourced contact center most often receive from new clients?
“Today, for most businesses, outsourcing a contact center is first and foremost about stability. Clients expect uninterrupted 24/7 operations, even in crisis situations. That’s one of the most common requests we receive.
The second major focus is service quality. A few years ago, this wasn’t always a top priority, but now it’s essential. Companies want a contact center that not only responds quickly but also delivers an exceptional customer experience.
Another frequent request is the ability to scale quickly — to increase or decrease the number of agents depending on workload. This is especially important for seasonal industries or projects with fluctuating demand.
Flexibility is also key. When a client launches a new service or changes a business process, the contact center must adapt instantly so customers always receive up-to-date information.
And of course, there’s ongoing demand for well-trained staff. Clients expect our agents to understand not just the technical side, but also the nuances of their products and company culture.
To sum it up, cost reduction used to be the main reason for outsourcing. Now, business continuity and service excellence come first. Companies don’t just want to retain customers, they want to exceed their expectations.”
- In what cases do you recommend outsourcing customer support, and when is it better to keep it in-house?
“The decision to outsource customer support usually comes when a company’s in-house contact center can no longer handle the workload. If the number of inquiries grows rapidly and the internal team can’t scale fast enough, that’s the first signal. Customers don’t like to wait, so response speed becomes crucial.
Another clear signal is rising operational costs. Office rent, equipment, and software can become financially unsustainable. An outsourcing partner absorbs those costs and provides flexibility — especially through remote or hybrid work models.
Many companies also turn to outsourcing when top management realizes that too much focus has shifted toward service instead of core business growth. When leaders spend more time managing support than driving strategy, it’s time to delegate.
Expansion into new markets or the need to implement omnichannel customer service are also strong indicators that it’s time to bring in a professional contact center.
At the same time, there are industries that remain cautious about outsourcing, such as healthcare, insurance, legal services, and education. These fields face strict data protection requirements and higher reputational risks, so they often keep support in-house. Still, many of them could significantly benefit from partnering with a trusted outsourcing provider.”
- Speaking in numbers: which KPIs improve the most after outsourcing a contact center to Global Bilgi?
“When a company outsources its customer service, the first and most noticeable improvements appear in accessibility metrics such as Answer Rate, Service Level, and Average Speed of Answer. Customers value quick responses, so reducing waiting time immediately boosts satisfaction.
In terms of service quality, we consistently see growth in First Call Resolution, CSAT, and CSI. When customers get solutions on the first call, their loyalty and trust increase significantly.
Another key improvement is in agent productivity. In an outsourced contact center, processes are fine-tuned, supported by deep analytics and clear performance tracking. As a result, agent efficiency directly enhances the client’s financial outcomes.
And when we talk about telemarketing projects, the conversion rate becomes the KPI that really speaks for itself.”
- In your opinion, how have contact center technologies evolved over the course of your career?
“During my time in the industry, contact center technologies have changed dramatically. The most powerful transformation, without a doubt, came from artificial intelligence. It reshaped operations completely. Chatbots and voice bots have reduced routine inquiries, lowered the workload for agents, and sped up response times.
But AI’s role goes far beyond customer interactions. It has transformed analytics, automated reporting, and long-term forecasting, making management more data-driven and precise.
The next big step was omnichannel communication. For over a decade now, it’s been a must-have for any contact center, as customers expect to choose how they connect, by phone, chat, messenger, or email.
Cloud solutions were another milestone. They strengthened security, increased flexibility, and allowed teams to work efficiently from anywhere.
Finally, the concept of seamless service across platforms has become essential. Today, customer support isn’t limited to websites. It’s integrated into mobile apps with identical functionality, creating a unified and consistent experience for users across all devices.”
- Business continuity is a top priority for any company. How does your operations department adapt to external challenges, such as power outages?
“Business continuity became a key focus for us back in 2019, when many people first transitioned to remote work. With the start of the full-scale invasion, this topic became even more critical for companies in Ukraine.
First and foremost, every company must have a crisis response plan. In our case, these scenarios are clearly documented, approved, and communicated to all employees. Everyone knows exactly what steps to take in any given situation.
We’ve built complete energy resilience into our operations. Our agents work remotely and are equipped with power banks and mobile internet to stay connected during blackouts. Key employees in IT, finance, planning, and reporting have laptops and uninterruptible power supplies to maintain performance.
Our offices in Kyiv and Dnipro are fitted with generators and backup internet providers, ready to host large teams if needed. The server infrastructure is fully redundant — we maintain mirrored servers that synchronize in real time.
The planning team also adapts operator schedules to local power outage patterns. Meanwhile, our communication with clients remains constant: in critical situations, we can quickly update IVR scenarios so that customers continue receiving timely information.
Finally, the human factor is essential. Each team leader regularly checks their team’s readiness, verifies backups, and updates emergency contacts. This level of preparation allows us to maintain uninterrupted service even under the most challenging conditions.”
- Service quality is one of the key areas of responsibility for the operations department. How do you maintain consistently high standards while managing the emotional load on agents?
“In recent years, the emotional pressure on agents has grown significantly, while customer expectations for service quality have risen just as sharply. Balancing these two factors is not easy, so we approach it together with our HR department.
First, we systematically monitor and evaluate service quality on a daily basis. We analyze performance trends, identify the root causes of any issues, and respond immediately. If a particular team or project needs support, we involve trainers, team leaders, or QA specialists right away.
We’re also actively automating routine tasks. By introducing chatbots, IVR systems, and other digital tools, we reduce the volume of repetitive interactions so agents can focus on complex, high-value cases. Flexible scheduling also helps us accommodate employees’ individual needs and maintain a healthier work-life balance.
Corporate support plays a vital role as well. We have an in-house psychologist who provides both individual counseling and group sessions focused on stress management, emotional resilience, and effective communication with customers.
And finally, we prioritize continuous feedback. We collect input from our agents daily, monthly, and quarterly to identify real challenges early and take proactive measures. This helps us maintain both the emotional well-being of our team and the high service standards our clients expect.”
- Amid growing security challenges, what new priorities have emerged for clients when choosing an outsourcing partner?
“Even in today’s complex security environment, our clients’ top priority remains quality — not only in technical performance but in the overall customer experience. Businesses want to be certain their customers will receive caring, attentive, and professional support across every channel of communication.
One of the main selection criteria now is the technological maturity of a contact center. Clients assess whether the company has its own VoIP telephony, CRM, and ready-to-use IT solutions for automation, such as chatbots, voice bots, and analytics tools. These are no longer optional features but essential components of a modern outsourcing partnership.
Data security has also gained tremendous importance. Clients want to understand how information is stored and protected, whether internal processes meet international standards, and how business continuity is ensured during crises.
Another major factor is the ability to quickly train agents and reallocate teams to new products or markets. Many of our clients point out that having in-house trainers and a structured learning system is a key advantage of working with Global Bilgi.
Lastly, cultural and linguistic adaptability has become a critical differentiator. Companies expect their outsourcing partner to find agents who not only speak the target audience’s language but also understand its cultural nuances. This is what allows us to create a truly personalized customer experience — something every business strives for today.”
- Finally, what major factors will influence the work of the operations department in the coming years?
“The contact center industry is already in the midst of a revolution, and its main driver Artificial Intelligence is here to stay. Over the next few years, we will deepen the integration of AI tools into our operational processes, which will fundamentally change the role of the agent. Routine, typical, or repetitive inquiries will increasingly be handled by chatbots, voice bots, and AI assistants.
Yet, at the same time, the human factor will remain paramount, as customers highly value empathy and genuine care. This is precisely why I do not anticipate a reduction in the number of specialists. On the contrary, the demand for highly skilled, communicative professionals will grow significantly.
The second major trend is the development of cloud technology and deep integration with client business systems. Contact center software must be open to API solutions to ensure rapid connection to a client’s CRM, billing, or analytics platforms. This will demand greater technical agility and a willingness to cooperate with diverse IT ecosystems from our side.
Furthermore, analytics will become even more precise. We won’t just track workload or seasonality; we’ll be studying customer behavioral patterns, predicting their actions, and shaping personalized offers based on data.
Separately, the focus on our people and teams will intensify. Flexible scheduling, mentorship programs, workshops on emotional resilience, and psychological support will all become the absolute norm.
And, of course, cybersecurity and business continuity will remain strategic priorities. The contact center of the future is a reliable partner, capable of operating under any conditions and guaranteeing service stability for clients. This is the direction we are moving in.”
