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Ovum was pleased to hear that contact center BPO veteran Jim Farnsworth had recently been appointed as president of Conduit Global (a subsidiary of directory assistance and enhanced information services provider kgb). Farnsworth has a rich history of success at various outsourcing operators, and his broad experience will be essential as Conduit Global moves forward into a marketplace that is rife with service evolution.

Midsize vendors need to define themselves in a shifting market

Conduit Global has been a presence in the midsize contact center and CRM services space for some time, supplying both voice and non-voice services from a variety of domestic and offshore locations. The appointment of Jim Farnsworth as president signals that the firm wants to break out of its current pack and focus on larger possibilities through the recruitment of experienced BPO professionals.

Notwithstanding his experience at some of the industry’s largest front-office BPO players, Farnsworth has been a thought leader over the past two decades in the domain of virtual agent delivery; he will bring to the table innovative ideas to bolster Conduit Global’s current offering. Farnsworth’s experience in running consultative CRM-related functions will be invaluable for Conduit Global in building up a strong offering of value-added, margin-friendly services that go beyond basic front-line delivery.

More broadly, Conduit Global will benefit from leadership that is well connected in the larger enterprise community. Farnsworth can help position Conduit Global as a logical competitor against tier-one contact center players and maximize the value of its legacy-domain expertise in directory assistance and hosted network infrastructure. Reconciling these two objectives is essential for Conduit Global to raise its profile in the marketplace.

Conduit Global’s next steps are similar to those of many other midsize contact center outsourcers. Ovum’s research indicates that there is a significant amount of goodwill among enterprises’ CRM managers to work with both local and regional outsourcers. On the surface, this is good news for vendors looking out for new business. However, they must think how to move beyond simple voice-based interactions into multichannel capabilities, social media, analytics, and customer experience strategy. The benefits of such a strategic shift are considerable and very much on the minds of enterprise decision-makers. Clearly, this course of action is more challenging than ever before; however not taking it means limiting both revenue potential and profitability.



Peter Ryan, Principal Analyst, IT Services

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