Wilma Chan, Chief Marketing Officer

How does IntouchCX differentiate itself from competitors in CX and BPO services?

Differentiation lies in placing data at the center of customer experience and expanding into advisory services. Proprietary AI and analytics platforms enable a balance between scale and personalization, predicting customer needs, and designing solutions that anticipate rather than react. Unlike providers focused only on transactional execution, we combine advisory expertise, advanced technology, talent, and culture to design seamless, brand-focused solutions that drive measurable business outcomes.

By leveraging automation, machine learning, and predictive insights, we help clients unlock efficiencies, accelerate digital transformation, and future proof their operations, all while ensuring every customer interaction feels meaningful and human.

A key differentiator is how we bring our four strategic pillars: Trusted partnership, leaders in AI adoption, Scale with soul, and Integrated expertise and Solutions, to life across every engagement. Our expansion into advisory services reflects this integrated approach. We see advisory as a major opportunity to redefine how brands approach CX and beyond, not just in execution, but in strategy.

By combining deep operational insight with data driven intelligence, we help clients design experiences that enhance engagement, drive smarter decisions, and unlock long term value. Through advisory, we build end to end ecosystems where technology, people, and strategy connect seamlessly. This approach strengthens trust, accelerates innovation, and ensures that every solution is grounded in purpose and scalability. It’s what positions IntouchCX not simply as a provider, but as a strategic partner shaping the future of customer experience.

What role do tools like Catapult, Vision, Sidd Spark, and Laivly play in advancing your omnichannel CX delivery?

At IntouchCX technology must serve a purpose.We understand that the way people communicate and interact is evolving faster than ever, accelerated by the rapid transformation of AI. Instead of chasing trends, we choose to innovate with intention, developing proprietary tools where real opportunities exist to make a difference.

 Our technology is designed to manage processes seamlessly integrating AI and automation across every stage of the customer journey, freeing agents from repetitive tasks and enabling more impactful, personalized interactions across every channel. By aligning innovation with human needs, we ensure that every advancement not only drives efficiency and satisfaction, but also strengthens the trust between brands and their customers.

Our technologies also help brands win loyalty through strategic, data-driven journey mapping. By identifying key touchpoints and customer personas, we design end to end lifecycle strategies that boost engagement, increase conversions, and unlock long term value. With a deep understanding of each customer segment and ecosystem, we tailor and connect the right mix of channels to create a unified, elevated experience that flows effortlessly across every touchpoint, empowering agents to engage with precision, without sacrificing speed or quality.

• Catapult^TM: Provides automated analytics and reporting, offering micro-level insights into agent, team, and program performance. It helps us optimize operations by identifying areas for improvement and enabling data-driven decisions that enhance service quality and efficiency.
• Vision Prism^TM: Acts as an omnichannel reporting portal integrating data from multiple sources to provide a unified view of program performance. Vision Prism^TM is our newest platform for advanced analytics. Insights are activated through our proprietary technology suite, which includes Catapult™ for AI-driven coaching and QA, Vision™ for real-time performance intelligence, Superpunch® for workforce optimization, and Sidd Spark^TM for automation and red-flag detection. Together, they form a closed-loop performance engine that transforms every interaction into actionable insight and every insight into measurable impact.
• Sidd Spark^TM: An AI-driven agent-assist tool that automates routine tasks, allowing agents to focus on more complex, customer-centric issues. By enhancing agent productivity and enabling real-time support, it ensures that agents solve problems efficiently while maintaining personalized service.
• Laivly^TM: Combines machine learning and AI to streamline workflows and empower agents with real-time guidance. It improves operational efficiency, helping agents make better decisions and deliver proactive, high-quality service in every interaction.

How do you customize your solutions to meet the unique challenges of each vertical?

At IntouchCX, customization begins with immersion. We assess the current state of operations and develop innovative solutions focused on engagement, productivity, and quality. Our strength lies not only in our methodology but also in the depth of our expertise, shaped by market trends, regulatory shifts, and evolving customer behaviors.

This alignment allows us to adapt strategies with precision, anticipate challenges, and deliver solutions anchored in client needs and industry realities. We partner with clients, technology leaders, and academic institutions through strategic sprints and collaboration labs to co-create, pilot, and scale what works. This ensures that every solution we build is both future-ready and grounded in proven results.

But what truly differentiates us is how we win on the floor. For us, the front line isn’t just where service happens, it’s where transformation begins. On the floor, you see what others miss: the daily scheduling pressures, the gaps in training, the friction in customer journeys, and the exact moments where automation either unlocks value or falls short. These insights don’t come from theory; they come from being immersed in the work alongside agents and customers. That’s why we design solutions that are not only innovative in concept but impactful in practice.

By moving beyond the one size fits all approach, we act as a trusted advisor, gaining a deep understanding of our partners’ industries to deliver highly customized solutions. We leverage 25 years of experience, industry specific framework, and cutting-edge technologies like AI and automation to craft solutions that are both efficient and tailored. Whether it’s integrating AI for customer support or optimizing agent workflows, we apply proven models to deliver solutions that drive measurable business outcomes.

How do platforms like IntouchNXT contribute to client success?

IntouchCX challenges the status quo through IntouchNXT^TM, a collective of disruptive mindsets, industry innovators and academic researchers confronting business as usual processes to solve the challenges our clients face today and create new solutions for the future.

Our increasingly complex world is evolving at a time of global transformation. IntouchNXT^TM focuses on the trends that matter, helping forward thinking organizations introduce and adapt new solutions into their existing environment, to create a competitive edge.

By understanding trends and creating space to test, learn and scale new solutions, IntouchNXT^TM helps clients capitalize on emerging opportunities through business strategies and technologies that scale. We lead with emerging tech, AI and human innovation, providing tools, operational excellence and support to help clients transform and transition to a new future. This includes: go-to-market plans, customer journey mapping, strategic sprints, transformational design and more.

What role does community engagement play in innovation and employee retention?

Community engagement at IntouchCX is a strategic lever that drives both innovation and retention. With presence across 12 countries, with 25 campuses and over 20,000 employees, initiatives like employee-led Communities and global Diversity Equity and Inclusion (DEI) programs actively involve thousands of team members in shaping the company’s culture and strategic priorities.

These programs foster collaboration, creativity, and empathy, giving employees insights that directly influence problem solving and innovation. Employees who participate in community and DEI initiatives report stronger engagement and alignment with company values, contributing to a workforce that is more resilient and motivated.

Targeted leadership development programs for women and underrepresented groups have expanded female leadership for the second consecutive year, further reinforcing inclusion and long-term retention.

IntouchCX invests in vulnerable communities through impact sourcing, volunteerism, and partnerships, supporting kids, young adults, educational programs, orphanages, elder homes, indigenous groups, and individuals with disabilities. These engagements provide employees with visible, tangible results of their efforts, deepening their connection to purpose and enhancing pride in the organization.

By integrating community engagement with operational strategy and innovation, IntouchCX creates a culture where employees are empowered to shape solutions, contribute meaningfully, and drive measurable business outcomes. The result is a workforce that is highly engaged, creatively driven, and loyal, ensuring long term growth while generating positive social impact.

Can you share an overview of the IntouchCX founding story?

The founding team of IntouchCX has been instrumental in shaping the company’s culture, global expansion, and continuous drive for innovation. Founded in 2001 by brothers Greg and Jeff Fettes, in the middle of Canada, IntouchCX began as a small answering service with a bold vision, to redefine how customer experiences were delivered by blending human connection with emerging technology.

What started as a shared services call center quickly evolved into something entirely new. Greg and Jeff recognized that traditional call centers were too rigid and transactional. They believed customer care could be more intelligent, more personal, and deeply powered by culture as much as by technology. That belief became the foundation for building a company defined by innovation, technology, and a commitment to “thinking beyond the script.”

As early adopters in the industry, IntouchCX was among the first to create branded, immersive service spaces and launch digital channels that transformed how brands connected with their customers. The company’s forward-thinking approach positioned it at the intersection of experience and technology, a place where data, creativity, and culture converge to deliver measurable results.

Recognizing early on the potential of automation and co-pilot technologies, the Fettes brothers launched Laivly in 2018 as a separate entity, an innovation hub designed to incubate new ideas and build AI-driven tools that enhance human performance. This move marked a pivotal moment in IntouchCX’s evolution, reinforcing its transition from a culture led organization to a tech integrated, innovation driven enterprise.

As the company continues to evolve. IntouchCX is embracing a tech-first future, one where its people, products, and platforms work together to redefine the customer experience landscape, leading with technology and innovation while staying true to its founding belief: that great customer experiences begin with great people, empowered by smart technology.

“Seamless CX, Data-Driven, Brand-Centric”

“AI-Empowered Support Across Every Channel”