Artificial intelligence (AI) is already transforming how contact centers and BPO providers deliver customer experience (CX). From training and workforce optimization to quality monitoring and dialing strategies, automation is becoming part of the everyday playbook.
How do leaders harness the power of AI without losing sight of the people behind every interaction?
That balance was discussed during the recent CEO Roundtable hosted by Christa Heibel of CH Consulting Group, where our CEO Frank Pettinato joined executives Tom Leidigh and Han Butler to share perspectives on AI’s impact, labor challenges, and the leadership strategies shaping the future of CX.
AI in Contact Centers
Frank explained that at Avantive Solutions, “there’s virtually no part of the organization that hasn’t had some, even a small piece, moved into what we call AI or what would traditionally be more machine learning.” We have AI touching training, we have AI touching quality, we have AI touching our dialers and our dialing strategies. We’ve got agents using desktop tools.”
AI is already embedded across daily contact center operations, but with adoption comes investments in technology, training, and change management. The group discussed how leaders must ensure AI is integrated intentionally, with clear goals tied to customer experience.
Reducing Contact Center Attrition
Technology may be reshaping CX, but people are still the greatest competitive advantage. Frank emphasized that attrition remains the largest controllable cost in the BPO industry.
“I’ve really put a lot of focus on making sure that the organization’s managed with psychological safety and that we are looking at every opportunity to hire and retain the best people. My theory is, this is no surprise, people fire their boss.”
His point resonated across the roundtable: employees often leave managers, not companies. That’s why investing in frontline leadership development and coaching is critical. By focusing on psychological safety, where employees feel supported and valued, contact centers can reduce turnover, protect margins, and strengthen customer outcomes for clients.
AI as a Retention Tool
The conversation also explored how AI can actually help keep contact center agents, not just replace or automate their work. One example Frank highlighted is predictive analytics.
“Of the AI tools we have is behavioral analytics, where we are doing predictive analytics on people’s attrition. Giving that information to leaders so that they can take a look at it. The data is fairly straightforward,” he said.
By identifying early warning signs, managers can intervene with coaching, conversations, or resources before issues escalate. Rather than being a replacement for leadership, AI becomes a support system helping leaders better understand and care for their teams.
People and Technology
Across the roundtable, one theme stood out: AI and leadership aren’t competing forces. They’re partners. Technology can optimize performance, training, and quality, but it’s strong leadership that makes those tools meaningful.
As Frank summarized, success comes from viewing AI as an enhancer, not a substitute. The real results are lower attrition, stronger customer experiences, and better outcomes when technology and people are aligned.
Watch the Roundtable
The highlights above are only a sample of what was covered during the discussion. The “CEO Roundtable: The Real Cost of AI, Labor, and Experience Gaps” brought together industry leaders to explore the future of contact centers in depth.
About Frank Pettinato
Frank is an accomplished leader, having held C-level positions in the consumer goods, business services, and technology industries. His particular areas of expertise include strategic leadership, sales, marketing, and technology.
As an expert on consumer engagement and innovation, Frank’s been a guest speaker for SOCAP, Pace Association, GMA, and various trade events, and published in numerous publications such as PM360 and CRM magazine.
As part of his commitment to giving back, Frank sits on the board of RealPurpose.org, a non-profit organization he founded in 2020.
Connect with Frank on LinkedIn.
About CH Consulting Group
CH Consulting Group is a premier contact center and customer experience consulting firm, comprised of innovative, industry-leading Customer Experience (CX) experts with over 500 years of collective experience. They specialize in AI-enhanced omnichannel contact center solutions, recognizing that the contact center is a pivotal component of a broader, interconnected business ecosystem. Their mission is to transform contact center operations and technology to seamlessly integrate into a holistic strategy for enduring success. Their thought leadership, recognized by global industry associations like ICMI, PACE, and SOCAP, positions CHCG at the forefront of AI innovation in healthcare technology and contact center optimization.
