Author: Sophie Cotton

Sophie Cotton Chief Customer Officer | Customer Experience Strategist | BPO and CX Transformation Leader As Chief Customer Officer at Newstel, I lead our global customer experience strategy, ensuring that every client interaction reflects our strong commitment to quality and care. With more than a decade of experience in customer-focused roles, my career has been shaped by a deep interest in improving customer satisfaction and delivering meaningful service outcomes. I began my career in hands-on service delivery, which gave me valuable insight into the real needs of customers and the importance of listening and responding with clarity and empathy. These early experiences continue to influence my leadership style and have helped shape my approach to building customer relationships that are genuine, long-lasting and commercially sound. At Newstel, I am responsible for aligning our services with our clients’ evolving expectations. I work closely with our operations, sales and delivery teams to develop strategies that improve service delivery, build loyalty and support scalable growth. A recent highlight includes our whitepaper, Getting the Most Out of Your BPO – A Guide for Contact Centre Professionals, which outlines how to deliver reliable, multilingual customer support through intelligent outsourcing models. This reflects our shared goal of helping clients get the most value from their customer experience investments. I am proud to contribute to the wider customer service community as a judge for the UK Contact Centre Forum Awards. It is a pleasure to support the recognition of organisations and individuals who are raising standards in service, technology and employee experience. My leadership approach is collaborative and insight-driven. I encourage open communication and knowledge sharing within my teams, ensuring that everyone has the support and tools they need to succeed. With a focus on continuous learning and clear goal setting, I have supported teams in achieving higher customer satisfaction scores, improved retention and more efficient operations. Working in the BPO sector has given me the opportunity to support fast-growing e-commerce businesses across a wide range of markets. I understand the importance of balancing consistency with adaptability and of being able to scale quickly without compromising quality. You can take a look at my professional profile on Linkedin here: https://www.linkedin.com/in/sophie-cotton-0268197b/