“Colombia’s rise in the contact center industry reflects its inherent potential and resilience,” said the company in its announcement. “As the country continues to cultivate an environment conducive to business and innovation, it is poised to redefine the global services landscape.”

The move follows Broadvoice’s acquisition of GoContact in 2021, which has a local team of 40 people and is described by the firm as “consulting-centric” with strength in cloud and “AI-powered omnichannel management.”

“Colombia has become a key market for us,” said André Santos, vice president of sales for Latam at GoContact. “We are thrilled to strengthen our presence in the region and continue to provide innovative solutions that help our customers achieve peak performance and stability in their day-to-day operations.”

Broadvoice noted that Bogotá is the industry’s primary market in the country, employing around half of those working in the sector, while Medellín, Cali, and other smaller cities are growing as well.

“As we envision the future,” added Broadvoice, “Colombia is at the forefront of transformative change in the contact center industry … This strategic positioning not only capitalizes on the country’s linguistic and cultural affinities with the region, but also takes advantage of its proximity to North America.”

It added that the entire region is set for significant growth in the years to come.

“Latin America is poised to overtake operations in Europe and Africa in sales of contact center technology services, marking a fundamental shift in the global landscape,” stated the company.