The Customer Experience Industry (A): Alorica

Name: The Customer Experience Industry (A): Alorica (English version)
SKU: IN-2173

Padmanabhan V. (Paddy); Vissa Balagopal; Pant Indira

Product #:IN-2173

Supplier:INSEAD

Discipline:Entrepreneurship

Setting:North America

Details:Case (PDF) • 8 pages • 2026-01-16

Subjects:

Entrepreneurship Digital transformation Leading change Organizational culture Leadership Innovation Strategy Marketing Branding

Geography:

North America

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The first case in this three-part case study focuses on Andy Lee and his journey in building Alorica into a top-tier global BPO service provider that manages its client’s entire customer experience including sales and after-sales service. This labor-intensive business is faced with comprehensive digital disruption with the arrival of Chat GPT in late 2022. Andy is eager to embrace the new technology which will enable him to significantly improve customer experience but is unsure if Alorica is up to the challenge. In fact, he’s not sure if the traditional BPO industry will even survive the disruption forced by the arrival of ChatGPT and its peers.

Learning Objectives

The Alorica and Crescendo.AI case series uses the Phoenix Encounter Method, a strategic framework to help leaders and organizations navigate and thrive in disruptive environments. Beyond the Phoenix Encounter, it can be used in courses on organizational renewal and transformation, building organizational culture, strategic change, the first 100 days of a CEO, entrepreneurship, customer centricity, customer insight and leveraging AI.