Q&A

How to turn every customer interaction into a lasting relationship

TP’s Rebecca Brown shares what makes great CX, and how AI is changing the game

Great customer experience doesn’t happen by accident. Rebecca Brown makes sure of that. She and her team at TP (formerly Teleperformance) work behind the scenes with some of the biggest brands in the world to rethink how companies connect with their customers—and make those moments matter.

“At the heart of it, my work is about creating experiences that make customers feel valued and supported,” says Brown, executive vice president of business development. We asked her what makes CX truly great, how it's changing, how to handle tough customer interactions and how AI is shaking things up.

—Interview by Marcy Medina, edited by Bianca Prieto

Do small-to-medium-sized retailers need outsourced call center services?

Nearly every retailer—no matter the size—has some form of a call center. For smaller brands, that might mean just a couple of people at corporate handling calls as they come in. For larger retailers, it could be a fully scaled operation. While outsourcing has traditionally been more common among large retailers, we’re seeing many smaller brands adopt it as well.

It gives them access to sophisticated technology, skilled talent and operational flexibility without having to make a major upfront investment. And in today’s competitive and cost-conscious retail environment, that kind of agility can make a real difference.

How has customer service evolved and why should retailers take it seriously?

Customer service has changed dramatically over the past decade. It’s no longer just about answering the phone quickly with a friendly voice. Today, customers expect fast, seamless and personalized support across multiple channels—whether that’s phone, chat, social media or self-service options. At the same time, customer loyalty has become more fragile.

With so many choices available, a single poor experience can send someone to a competitor. That’s why customer service isn’t just a support function anymore—it’s a strategic advantage. The brands that invest in delivering great experiences stand out and keep customers coming back.

What makes great customer service? What should retailers focus on most?

Great customer service starts with understanding your customers and meeting them where they are. That means identifying their preferred communication channels and ensuring those experiences are seamless and intuitive. Younger customers may lean toward social media and chat. Older customers may still prefer a friendly phone conversation. Busy parents might favor fast, convenient chat options that let them multitask.

The key is to listen—through data, feedback, and direct interaction—and invest where it matters most. The right channel strategy not only improves customer satisfaction but builds stronger relationships over time.

What are the best ways to deal with unhappy customers?

When a customer is upset, speed, empathy and clarity are critical. Respond quickly, acknowledge their frustration and work to resolve the issue with genuine care. If the complaint is public—for example, on social media—it’s best to move the conversation to a private channel as soon as possible.

It’s also essential to make sure your agents are prepared and empowered. They should not only understand your policies but be able to explain the “why” behind them in a clear and respectful way. Even when you can’t give a customer exactly what they want, how you handle the interaction can make all the difference in preserving trust and loyalty.

What are your thoughts on Agentic AI? How can retailers incorporate it into their business?

Agentic AI is a real game-changer for customer service. It allows retailers to do more with less by automating routine tasks, enabling human agents to focus on more complex and meaningful interactions. Imagine AI agents that can follow customers across channels, personalize interactions, and streamline processes—all while improving efficiency and customer satisfaction. It’s an exciting step forward for the industry.

That said, successful implementation requires careful testing and continuous measurement. And above all, AI should enhance the human experience, not replace it. Customers should always have a clear path to speak with a live agent. Nothing erodes trust faster than being stuck in an automated system with no way out.