Blog

Wednesday, October 29, 2025

Why Outsourcing Is Growing – And Why Listening to the Customer Matters More Than Ever

This blog was written by Harriet Peabody, Senior Research Analyst at Anova.

Introduction

In today’s fast-moving business landscape, outsourcing has become more than a cost-cutting strategy – it is a strategic move to consolidate specialized skills, scale quickly, and stay agile. From customer support to IT services, marketing to finance, companies are increasingly turning to third-party providers to handle non-core functions. A recent uptick in outsourcing across industries reflects a growing need for flexibility, efficiency, and global expertise.

But as outsourcing becomes more prevalent, it brings new challenges, particularly with respect to maintaining high levels of client satisfaction.

When services are outsourced, companies lose direct control over how customer interactions are handled and how services are delivered. There’s often a physical and cultural disconnect between the service provider and the end customer. This disconnect can lead to misaligned expectations, fragmented communications, and minor problems sitting unnoticed until they turn into major pain points.

Gartner reported that in 2024, 84% of surveyed organizations reported working with at least one business‑process outsourcing (BPO) partner, and 56% said improving those relationships is a moderate or significant priority. Gartner also warned that 60% of companies outsourcing customer‑facing functions would suffer client defections or hidden costs outweighing the savings.

Voice of the Customer Research and Outsourcing

This is where Voice of the Customer (VoC) research becomes essential. VoC is the process of collecting and analyzing feedback from clients to understand their needs, experiences, and expectations. For companies that outsource services, VoC insights can bridge the gap between the business, its service partners, and the end client.

By integrating VoC research throughout the outsourcing process before, during, and after transitions, businesses can:

• Identify pain points early: Are clients frustrated by slower response times after a service was outsourced? Are communication handoffs creating confusion? VoC highlights issues quickly, allowing companies to address them before they impact satisfaction or loyalty.
• Identify client priorities: Feedback can help clarify what clients truly value, enabling better alignment with outsourcing partners from the start.
• Ensure consistency in customer experience: Even if multiple vendors are involved, VoC insights and ongoing feedback ensure companies make data-driven decisions about whether a partner is meeting expectations and take corrective action if needed.

In short, companies that rely solely on internal KPIs or vendor reports to track how their clients feel about their outsourcing are operating in the dark.

That’s why organizations that outsource must invest just as much in listening as they do in logistics. Ultimately, outsourcing can drive efficiency and growth, but only if client satisfaction keeps pace. Voice of Customer research gives organizations the insight needed to manage outsourced services more effectively and ensure that clients don’t just tolerate the changes but benefit from them.

In a world where service delivery is often one step removed from the business itself, VoC becomes the direct line between companies and the customers they serve.  And in an age of outsourcing, maintaining that connection is more valuable than ever.

Interested in learning more?

Anova Consulting Group offers real-time insights on our clients’ Win / Loss and Client Loyalty programs through the myView dashboard, a secure web portal that provides our clients with real-time access to their research results. Click here to learn how myView can help your organization win and retain more business.