Podcast ¦ CX Files: Kwame Agyei – Appoynt – From Accra with Service How Ghana Is Powering SMB CX

Key Take Aways

1. Ghana is emerging as a strategic destination for Business Process Outsourcing (BPO), supported by a young, intelligent workforce and favourable time zones for clients in the US and UK.
2. Entrepreneurs like Kwame Ajay are pioneering new outsourcing models from Ghana, leveraging local talent to serve international clients, thereby broadening the outsourcing landscape beyond traditional hubs like India, Philippines, and South Africa.
3. The industry is evolving to package services with specialised know-how and technological expertise, moving past simple resource contact centres to comprehensive customer experience solutions.
4. Ghana’s growing reputation for outsourcing is driven by the marriage of technology and service delivery, with hotspots like Kenya and Rwanda gaining momentum along with Ghana.
5. Medium-sized enterprises (SMBs) in the US and UK represent a core client base, favouring dedicated agents and customised support over shared service models offered by larger players.
6. The increasing engagement with BPOs by other BPO firms (outsourcees) is a recent trend, with Ghana providing a scalable and compliant environment for complex client needs.
7. Entry into new emerging markets like Ghana offers high potential for early adopters, owing to their less saturated markets and local economic growth opportunities.
8. South African and Egyptian markets have established BPO industries, but new locations like Ghana are gaining questions and interest from international clients, indicating a shifting geographic landscape.
9. The debate around potential legislation limiting offshore outsourcing devices, such as in the US, appears not to significantly hinder physical offshoring’s growth, particularly in less restrictive SME segments.
10. Larger legislative restrictions may reinforce the importance of emerging and exotic locations by creating cost optimisation and competitive advantages for early movers.
11. Successful market entry relies on validating local capabilities to ensure quality and retention, with a focus on starting with familiar service areas before expanding.
12. The importance of emotional understanding in client relationships is emphasised, with a focus on peace of mind, trust, and transparency as critical factors for SMB clients.

Key Statistics

• Mark Hillary is reporting from Munich during Oktoberfest in 2025.
• Kwame Ajay’s company, a point, has been operating for approximately three and a half years.
• Kwame migrated from Ghana to the UK at age eight.
• Ghana’s BPO industry is expected to see significant growth over the next three to five years.

Key Discussion Points

• The strategic advantages of Ghana as a BPO destination, including talent, time zones, and economic potential.
• The journey and entrepreneurial insights of Kwame Ajay as a founder in the emerging Ghanaian outsourcing sector.
• The importance of technological integration and specialised service offerings in evolving the outsourcing industry.
• The dynamics of client segmentation, particularly SMBs in the US and UK, and their growing preference for dedicated solutions.
• How emerging markets like Ghana are positioning themselves to attract international BPO clients amid legislative and competitive pressures.
• The impact of proposed legislation in the US on offshore outsourcing and how it influences client choices.
• The importance of validating local capabilities with proof of concept (PoC) strategies before full-scale deployment.
• The evolving perception and understanding of Ghana’s outsourcing potential among international clients.
• The strategic benefits for BPO firms engaging with SMB clients early to foster long-term relationships.
• How legislation versus market dynamics is shaping global outsourcing trends in 2025.
• The significance of emotional engagement—trust and peace of mind—in client retention and satisfaction.
• Practical advice for aspiring outsourcing entrepreneurs considering setting up in emerging markets.

Podcast Description

This podcast explores the shifting landscape of global outsourcing, with a focus on emerging markets such as Ghana. It features insights from industry entrepreneurs and experts on innovative service delivery models, market dynamics, legislation impacts, and strategic opportunities. Through in-depth interviews and discussions, the podcast aims to inform senior managers and decision-makers in financial services about how to leverage new geographic and technological trends for competitive advantage in the evolving BPO industry.