Customer experience is the main event of the business world. The best and most innovative product will sit on a shelf for months if the customer isn’t compelled to seal the deal. There are four fundamentals of customer service: service, product, price and brand. Anything less than 100 percent on any of these puts the likelihood of a sale at risk.

A positive customer experience has several advantages, it leads to loyalty, advocacy and, ultimately, a significant competitive advantage. This is why businesses spend an inordinate amount of money and brain power on perfecting the customer experience.

A company’s identity and offerings, as well as the customer’s entire journey and their needs, are thoroughly analyzed to tailor a prime pathway for a long-term relationship.

Today’s technology has made that analysis more advanced and multi-faceted than ever before. Businesses that don’t have the time or energy to do this on their own have turned to customer experience (CX) consultants, who harness the power of modern advancements to provide elevated customer experiences.

With the kind of data currently available, these CX architects have an enormous number of options when putting together their plans. This is why it pays to have an expert on hand to cut to the heart of the matter.

One of the leading names in the customer experience industry is the Probe Group with its house of brands: Probe CX, Innovior, Convai, MicroSourcing and Beepo. With a presence in five countries, Australia, New Zealand, the Philippines, the United States and India, Probe Group’s 19,000-strong team blends experience, data, cutting-edge technology and AI to create innovative and contemporary digital solutions with a human touch.

And it’s that humanity that Probe Group Group CEO Maneesh Sharma believes sets it apart in the increasingly crowded business process services (BPS/BPO) sector.

“We are uniquely digital, naturally human,” he tells The CEO Magazine. “Our people are passionate, ever learning, resourceful and customer obsessed. They leverage AI and digital capabilities to not only meet but exceed expectations.”

AI-powered human touch

There’s an underlying fear as the digital revolution continues that the human element will eventually be diminished beyond a point of no return. Not so, says Sharma, who believes his people make the difference – and that this difference is what has made Probe Group the leader in the BPS/BPO space in the ANZ region.

“Our positioning is a combination of many things that work cohesively together, as well as our commitment and cadence to not only meet the needs of our clients, but exceed their expectations by consistently delivering exceptional experiences,” Sharma says. “We do this by harnessing technology, leveraging data and most importantly, we are powered by the passion of our people who embrace digital capabilities to our advantage.”

Investing in Probe Group’s pool of talent and encouraging open communication and leveraging technology have been amongst the three initiatives Sharma has helped drive since he took on the role of Group CEO in April 2024. “Fostering a culture of collaboration and continuous improvement within our team is a top priority. I believe this will drive constant innovation and help us adapt to changing market dynamics.”

Sharma’s diverse background across various senior positions and multiple geographies has played an instrumental role in shaping both his approach to leadership and strategic vision for Probe Group.

“Each role across three geographies has equipped me with unique insights into different industries and operational challenges, allowing me to develop a well-rounded perspective on business dynamics, especially for the service industry along with a robust cultural competence.”

Sharma’s time with customer service-focused companies sparked his self-described ‘obsession’ with the customer experience, the raison d’etre of Probe Group.

Probe Group is rapidly closing in on its five decades of innovation in the sector. The house of brands, each with their own unique identities and specializations, work together to drive growth. Their end-to-end services portfolio includes CX strategy, real-time speech analytics, conversational AI and digital transformation solutions. With onshore, nearshore and offshore CX services, the Group leverages local expertise to enhance customer interactions across 28 markets.

Over the years, the Group has accrued a solid reputation as a digital transformation specialist and has garnered multiple industry awards to back it up. While the company has grown beyond its origins, Sharma says the company culture strives to maintain a family business feel.

“We champion the human element, bringing crucial empathy, understanding and personal connection which are key to exceptional CX,” he reveals.

A test of leadership

Sharma’s varied past has also helped him shape Probe Group’s company culture and hone his effective leadership style.

“I’ve been fortunate to have had experience across multiple organizational cultures, which has enabled me to lead diverse teams effectively, fostering collaboration and innovation,” he says.

“I have a fantastic team across various geographies who believe in delivering exceptional experiences, adaptability and agility in today’s fast-paced environment. That’s what helps us remain competitive and responsive to client needs.”

When the position arose, Sharma said he was immediately inspired by the potential he could see for the Probe Group team and the industry at large.

“I’m truly excited about my role,” he says. “To me it was an opportunity to lead this extremely talented team and make a meaningful impact in an industry that thrives on innovation and operational excellence.”

The potential and ability to drive consistent positive change was, he adds, a key driver in accepting the challenge the role represented. “I’m particularly enthusiastic about fostering a culture of collaboration and creativity where every team member feels empowered to contribute their ideas,” he says.

“I believe our collective expertise can lead to groundbreaking solutions that will benefit our clients and customers.”

So far, so good

Although he’s only been with Probe Group since April, Sharma has wasted no time making the role of Group CEO his own. “Since stepping into the role earlier this year, I see Probe Group well-positioned as a leader in delivering exceptional customer experiences,” he says.

“Our robust reputation, portfolio of clients that make others envious, over 28 sites over five countries and dedicated team drives out leadership position across the ANZ marketplace.”

The fortunes of the CX industry are closely tied to advances in technology. Probe Group’s work in this regard is striking a chord with customers.

“I’m delighted to say we’ve made significant progress in developing service offerings that not only embrace but significantly leverage the digital frontier and AI to drive improvement of efficiencies, effectiveness and efficacies. This, thereby, leads to cost optimization and revenue increases along with improved net promoter scores for our customers,” Sharma says.

“Not only have we been recognized by Frost & Sullivan as the Australian Customer Experience Outsourcing Services Provider of the Year ten years in a row, we’ve also been recognized as leaders by ISG within the customer experience sector, particularly for digital operations, intelligent operations, hybrid working solutions and social media CX services.

“For instance, we’re known as best-in-class in the Australian customer experience outsourcing service industry. This is our pride and joy and a responsibility we take extremely seriously.”

But praise hasn’t led to complacency. Sharma says the feedback spurs his team on to greater heights. “We continue to be focused on being the digitally enabled, data driven, people-led customer experience brand of choice,” he says.

“Every initiative we deploy is with the intention of consistently delivering meaningful experiences to our customers by empowering people, driving innovation and harnessing technology.”

A careful balance

Achieving the careful balance of technology and humanity is something Probe Group works hard on. Sharma says bleeding-edge innovations have dramatically raised expectations of what’s possible, and there’s a unique pressure from the market to deliver.

“Heightened expectations have been driven by the wave of digital evolution and cost pressures,” he says. “The integration of technology can be a double-edged sword. While it offers opportunities for personalization and efficiency, it also introduces complexities that can lead to disjoined experiences if not managed effectively. We leverage it to drive efficiencies that lead to efficacy for our clients and their customers.”

In this way, Sharma sees the Probe Group team as custodians of this delicate situation, tasked with striking a perfect harmony that’s yet to be defined.

“The right balance between automation and the human touch is crucial to ensuring customers feel valued and understood,” he says. “I’m delighted to say that with our innovative, digitally powered, data driven, people-led and customer-first approach, we have the ability to deliver not only high quality services but also seamless interactions and meaningful engagement.”

Sharma says a seamless customer experience is essential for businesses looking to build long-term relationships. “It demands constant attention, adaptation and alignment across the entire organization to truly get it right,” he affirms.

He’s also optimistic about the future of BPS/BPO, an industry moving so fast it’s hard to define. “I’m quite bullish, yes,” he says. “The landscape is evolving rapidly, driven by technological advancements and shifting customer expectations. There’s a clear need for organizations to be more agile and innovative.”

Probe Group is well ahead of the curve in that respect, he says, thanks to its significant investments in technology. The Group owns two digital and technology-led companies and embraces both technology and innovation to drive consultative and transformative solutions for clients.

“I believe the future of the BPS/BPO sector will be defined by a deeper integration of technology, particularly AI, machine learning and automation. These technologies will enable us to deliver faster, more efficient services while also enhancing personalization.”

Under Sharma’s guidance, Probe Group aims to be at the forefront of this transformation, harnessing its tools to elevate service offerings and create even more value for clients.

“As expectations continue to rise, there’ll be a greater emphasis on delivering exceptional customer experiences,” he says. “Companies will increasingly seek partners who can provide not just operational efficiency but also an empathetic, customer-centric approach.”

Partners like Probe Group, which is well positioned as a leader in the field and well ahead on areas of increasing focus such as sustainability and social responsibility.

“Organizations are recognizing the importance of ethical practices and community engagement,” Sharma reflects.  “We are already and will continue to remain a leader in this space by implementing responsible practices and contributing positively to our communities, which will enhance our reputation and strengthen our client relationships.”

The post-COVID-19 flexibilities of the modern workplace are also a factor Probe Group considers as part of its work.

“I think the future BPS/BPO workforce will be even more flexible and diverse, integrating remote work and global talent,” he says.

“At Probe Group and companies, we provide our teams with the tools and support they need to thrive in a dynamic work environment. We believe a committed, engaged and empowered workforce delivers exceptional experiences.”

A singular promise

At the heart of Probe Group is a promise to its customers: ‘We will help modernize the way you do business to consistently drive efficiencies for your customers’. This pledge acts as an inexhaustible source of power for the company’s myriad activities and initiatives, all of which prioritize Probe Group’s clientele.

“It’s not just about our clients either; it’s about their customers as well,” Sharma says.

“Both are at the core of our purpose, vision and mission. We’re committed to continuously deepening our client relationships by understanding their evolving needs and expectations, and we use the uniqueness of our digital capabilities and the power of our people to not only meet but exceed their expectations.”

It’s this above-and-beyond approach that Sharma believes will propel Probe Group into tomorrow and beyond.

“They’re our priorities, and they’ll help Probe Group to grow as a sustainable, customer focused, next-generation driven company of and for the future.”