Jul23121 MEA | African Excellence Awards 2025 27 Apr25226 Best CX Management Company 2025 – Morocco The customer experience (CX) is an integral instrument that shapes the relationship between a company and its customers, encompassing all aspects of the customer journey. The CX is essential for understanding consumer needs and preferences, having a direct influence on customer loyalty and satisfaction. For more than two decades, Fusion CX has been bringing brands closer to their customers through an innovative combination of human connection and advancing technologies. We found out more below from Sara Rafiki, Inside Sales Manager at Fusion CX, following the company’s recent success in the African Excellence Awards 2025. n a crowded, rapidly evolving CX market, Fusion CX stands out through its powerful combination of people, process, and purpose-driven technology. Since its establishment in 2004, the company has risen to become a global leader in Customer Experience and Business Process Outsourcing services, serving clients across North America, Europe, and Asia from over 25 worldwide delivery centres. With a workforce comprising more than 10,500 industry professionals, Fusion CX combines human expertise with cutting-edge generative AI technology to deliver personalised, scalable, and costeffective solutions. Fusion CX partners with both emerging businesses and Fortune 500 enterprises, delivering flexible solutions aligned with their growth and transformation goals. Its clients span a wide range of industries, including healthcare and life sciences; banking, financial services, and insurance; retail and eCommerce; travel and hospitality; home services; utilities and energy; telecommunications; and education and EdTech. The company delivers comprehensive customer experience solutions, including omnichannel support, sales and lead generation, revenue cycle management, back-office operations, AI-driven automation, and advanced analytics across diverse industries. “Fusion CX’s mission is not only about transforming customer experience – it’s about helping Africa realise its digital economy potential while building a future-ready workforce,” Sara told us. “We strive to be the most admired provider of transformational CX services and solutions. We will transform customer interactions into impactful journeys by applying the latest ‘human + tech’ solutions to enable our customers to grow and thrive.” For Fusion CX, core values are not just words – they serve as the heartbeat of the company’s culture and daily execution. The company prioritises integrity, excellence, innovation, teamwork, courage, empathy, and fun in its operations, guiding its every conversation, decision, and customer interaction. These values are embedded into everything the team does, from onboarding and daily team huddles to recognition programmes and performance reviews – ensuring that the team not only lists them but lives them. At the forefront of Fusion CX’s operations is a focus on having a positive and sustainable socioeconomic impact. “At Fusion CX, we believe that long-term business success is inseparable from social impact and sustainable growth,” Sara shared. “Our commitment to people, planet, and purpose is reflected in every aspect of our operations – from how we hire and train, to how we manage resources and give back to the communities we serve.” This commitment to sustainability drives Fusion CX’s strategic initiatives, ensuring that every expansion contributes to long-term economic growth and workforce development. One of its most exciting recent initiatives involves the strategic expansion of its operations in Morocco, a fastgrowing hub for multilingual and technology-enabled BPO services. This expansion has seen the hiring and training of hundreds of local agents, directly contributing towards employment and skill development in Morocco, offering career pathways in customer service, sales, technical support, and quality assurance. “At Fusion CX, sustainability means investing in people, preserving our planet, and performing with purpose. It’s how we build a company that’s not only profitable – but also proud, responsible, and resilient.” The completed project falls in direct alignment with Fusion CX’s plans for the future, as the company enters an exciting phase of purpose-driven expansion, tech-led innovation, and people-centred transformation. The company’s focus for the future is to continue shaping the next generation of customer experience, whilst creating lasting value for its clients, employees, and the communities it serves – earning itself the deserved recognition of Morocco’s Best CX Management Company 2025. Throughout the upcoming year, Fusion CX will be focused on opening new delivery centres in Europe and Latin America to support global scale; rolling out major upgrades to its automation and AI platforms; reducing its carbon footprint by digitising processes and promoting green operations; expanding its footprint in strategic verticals and launching new client programmes; and enhancing employee coaching and training through data-driven insights and performance tools. “In summary, Fusion CX is building the future of customer experience – one that combines technical excellence with human empathy,” Sara concluded. “As we grow, we remain committed to delivering transformational results for clients and generating measurable impact in every region we operate.” Contact: Sara Rafiki Company: Fusion CX Web Address: www.fusioncx.com I
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