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In contrast, the largest proportional growth will occur in the number of outsourced call centers in the West. Plenty of available and affordable real estate – outside major urban areas, such as San Francisco – and a slightly higher unemployment rate will contribute to the growth of call centers in this region. Denver, Las Vegas and Salt Lake City have further positioned themselves as viable call center locations, while Colorado, Nevada and Utah, as well as Arizona and New Mexico, offer low labor and real estate costs.

The Netherlands in particular is an attractive location for pan-EMEA call centers because of the number of languages spoken there. 53 Traditional outsourcing competitors The traditional outsourcers account for the majority of the market in EMEA; however, the market is consolidating, particularly at an international level. To stay competitive, the ten pan-EMEA outsourcers identified need to expand across EMEA and possibly internationally, if the firm is of sufficient size. However, there are other options: Vertex in the UK, for example, has taken advantage of the trend to move offshore by building centers in India, while Spanish Atento is expanding into the Americas.

The majority of purchases are anonymous and, while retailers have been successful at using aggregated purchasing data to influence store design and promotions, they are only now beginning to use more personalized customer data. The growth of loyalty cards and retailers, especially supermarkets, selling services such as banking and telecoms, means that they have more customer data at their fingertips. So far, however, they do not necessarily have the expertise inhouse that will enable them to use this data.

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