In this episode of “Voices of Change:
Leaders in Customer Experience,” presented by Xtendo Global BPO, we are honored to speak with Emma Carbón, Head of Outsourcing and Vendor Management at Glovo. With extensive experience in operations, customer experience, and outsourcing, Emma has played a key role in managing supplier relationships, contributing to the company’s growth strategy. In this talk, she shares her perspective on how to improve the customer experience by outsourcing after-sales operations, which processes can be delegated, and how to select the most suitable suppliers.
Key Challenges in Supplier Management
Emma begins by sharing the main challenges faced by someone in charge of supplier management and customer service, especially in an environment as dynamic as Glovo’s. She emphasizes that, in order to achieve a quality service experience, it is not only necessary to work with effective suppliers, but also to be very clear about what is meant by “good service.” The key is to have a well-defined internal strategy and to align effectively with suppliers to ensure that they share the same vision of the service that the company wants to offer. This alignment process, while challenging, is essential to ensuring a satisfactory experience for the end user.
Which Processes Can Be Outsourced?
During the interview, Emma reflects on which customer service processes can be outsourced. In her experience, almost all processes can be outsourced with the right approach and documentation. From fault management processes to complex contract negotiations, Emma emphasizes that the key to successful outsourcing is clear communication and well-structured process design. However, she stresses that, although most processes are outsourcable, they must always be managed by highly specialized providers who can guarantee quality and efficiency.
Collaboration as the Key to Success
Emma shares one of the most important lessons she has learned in her career: the importance of ongoing collaboration with suppliers. At Glovo, collaboration is not limited to sharing KPIs, but goes beyond that. Communication must be constant and detailed, and teams must work side by side to achieve the best possible result. Emma highlights how the relationship with suppliers at Glovo is more than a customer-supplier relationship; it is a team relationship, where both parties consider themselves allies in creating an exceptional customer experience. This vision of close collaboration has been fundamental to Glovo’s global expansion and to ensuring efficient customer service in multiple markets.
The Future of Customer Experience in Digital Businesses
Looking ahead, Emma reflects on the trends that will shape the evolution of customer service, especially in digital businesses like Glovo. She notes that artificial intelligence is beginning to play a crucial role in improving the customer experience, enabling faster and more personalized service. However, she also emphasizes that while AI is very useful, the human touch remains essential. The key will be to find a balance between automation and personal interaction to offer a service that is both efficient and empathetic. Emma sees a future where brands not only respond to customer needs, but anticipate their expectations and provide proactive solutions.
Emma Carbón leaves us with a valuable lesson on how collaboration, resilience, and transparency are fundamental to building lasting relationships with suppliers and delivering an exceptional customer experience. Her approach at Glovo demonstrates how strategic outsourcing management and a culture of constant collaboration are essential to meeting industry challenges and ensuring high-quality customer service.
Don’t miss out on all the details of the conversation and download the episode to listen to it when you can. We’re on Spotify, Apple Podcasts and YouTube.
