In the latest instalment of our contact centre industry executive interview series we speak to Joel Walker, MD – Platform Services and Co-Founder, The Knowledge Group (tkg), about the biggest challenges being faced by the sector, the opportunities created when big data meets AI, the potential of Africa as a base for service delivery and balancing today’s operational needs with innovation for tomorrow…
1. Tell us about your company, products and services.
At The Knowledge Group (tkg), we empower organisations to make smarter decisions across their BPO, technology, and business services spend. Through a unique combination of market intelligence, expert advisory, and AI-driven procurement tools, we help businesses unlock value, streamline operations, and build partnerships that drive long-term success.
What we do
We offer a comprehensive suite of services designed to enhance every stage of sourcing and outsourcing journeys:
- Benchmarking: We help organisations understand how their costs, service levels, and operations compare to industry standards, unlocking opportunities for optimisation and transformation.
- Sourcing events: From identifying potential suppliers to managing RFP processes, we guide our clients through the complexities of finding and selecting the right partners.
- Specialist advisory services: We bring deep market insight and expert guidance to support complex outsourcing decisions and deliver tailored sourcing strategies.
- Procurement team augmentation: When our clients need extra capacity or niche expertise, our procurement specialists seamlessly integrate into their teams to provide targeted, flexible support.
- IT technology estate reviews: We assess the performance and value of existing technology estates, helping organisations identify inefficiencies, and uncover opportunities for innovation and improved ROI.
2. What have been the biggest challenges the Contact Centre/Customer Services industry has faced over the past 12 months?
Rising operational costs have been a major pressure point for the industry, forcing organisations to make tough decisions while still prioritising improvements to the customer experience. At the same time, the rapid emergence of generative AI has created both opportunities and uncertainty, with leaders needing to make often challenging investment decisions around which technologies can deliver long-term value.
3. What are the main trends you are expecting to see in the market in 2025?
- Big Data meets AI: We’re beginning to see the true value of combining rich customer data with AI. This enables hyper-personalisation and a shift towards proactive customer care, where needs are anticipated rather than simply responded to.
- A resurgence in outsourcing: As cost pressures and staffing challenges mount, organisations that had previously resisted outsourcing are now embracing it, as a way to access better tech, reduce overheads and improve resilience.
- A boom in offshoring: Northern Europe’s talent shortages, especially in customer service, are accelerating the move toward offshore destinations like India and South Africa. That trend is only set to intensify throughout 2025.
4. What technology is going to have the biggest impact on the market this year?
Generative AI continues to gain traction, not just as a buzzword, but through practical applications that are reshaping workflows, service models, and customer interactions. After initial hype and a wave of superficial rebranding, we’re now seeing genuine, high-impact use cases being embedded into service operations.
5. In 2026 we’ll all be talking about…?
Africa: South Africa and Egypt have long been on the radar, but other African nations are emerging fast as attractive destinations for English-speaking service delivery. With a median age of just 19 and a population projected to surpass that of India and China combined by 2030, Africa holds immense untapped potential. Infrastructure is improving, global connectivity is increasing, and workforce readiness is rising. In a world facing a labour shortage in the global north, Africa is poised to become a service delivery powerhouse.
6. Which person in, or associated with, the Contact Centre/Customer Services industry would you most like to meet?
Mark Zuckerberg, I’d love to explore his entrepreneurial journey and hear his views on the role Meta’s platforms could play in reshaping how brands deliver customer service at scale.
7. What’s the most surprising thing you’ve learnt about the Contact Centre/Customer Services sector?
The contact centre industry has served as a gateway into employment for more people in the UK than almost any other sector. Many professionals got their start “on the phones”, and those foundational skills have fuelled careers across industries.
8. You go to the bar at the Contact Centre Summit – what’s your tipple of choice?
Cold beer, a crisp G&T or perhaps a negroni.
9. What’s the most exciting thing about your job?
Engaging with business leaders to solve complex challenges; whether it’s improving operating models, enhancing customer experience, or reducing costs. Every conversation is an opportunity to help make things better.
10. And what’s the most challenging?
Balancing today’s operational needs with tomorrow’s innovation. Integrating generative AI into our systems is a major focus, but we must do so without losing sight of what our customers need from us right now.
11. What’s the best piece of advice you’ve ever been given?
There is always a solution. Simple but powerful and a mindset that keeps you moving forward.
12. Succession or Stranger Things?
Succession – every time.
About the author
- Joel Walker
- MD – Platform Services and Co-Founder
- Email: joelw@welovetoknow.com
- LinkedIn: https://www.linkedin.com/in/joelwalker/
About The Knowledge Group (tkg)
- Website: https://welovetoknow.com/
- Email: hello@welovetoknow.com
- LinkedIn: The Knowledge Group
