Apex America goes digital increasing its competitiveness with Google Cloud

About Apex America

Apex America is an Argentinian company that began in 2003. It is a service company that specializes in customer experience with more than 6,000 employees and operating in different countries throughout Latin America, including Argentina, Chile, Colombia, Brazil, Paraguay, and Honduras. Ongoing innovation is one of the company’s main goals, following three key steps: understand, design, and improve.

Industries: Technology
Location: Argentina

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Specializing in customer experience, Apex America started a digital transformation process that became a success with the help of Google Cloud.

Google Cloud results

  • The company developed its solutions Speech Analytics, Data Way, and the platform Employee Experience twice as fast
  • Sales, retention, and conversion indicators improved by 30%
  • Customer-management KPIs improved by 64% (FCR, NPS, Cross-Selling, AHT)
  • Workforce management and workplace climate indicators improved by 33%
  • Speech Analytics let the company analyze more than 3 million audio and text-based customer interactions
  • Google Cloud allowed for simpler, more collaborative work
  • Google APIs let the company develop digital solutions faster
  • Google Cloud environment ensured global security and faster response time for different services

Speech Analytics let the company analyze more than 3 million audio and text-based customer interactions

In this time and age, experience is critical. No matter the product or service, users want to have the best experience possible, and conversion and brand loyalty highly depend on this. Apex America knows this, and their mission is to offer contact center and customer experience management services to help other companies create value and boost brand loyalty without losing sight of end users.

Apex America began 16 years ago in Argentina. It aims to transform its clients’ conversations through digital technology and industry-leading collaborators. Apex offers efficient, innovative, fast, and cost-effective solutions. It also designs the experience and management strategy with the clients based on their specific needs. This way, they are able to provide digital tools to execute the customer service strategy.

Apex offers its solutions in multiple countries such as Argentina, Chile, Paraguay, Brazil, Colombia, and Honduras. It has more than 6,000 employees and over 35 world-class clients working in the financial, fintech, communication, service, and credit card industries, among others.

Apex has a clear policy, which is to work close to clients, listen to them, and understand their needs. This is the reason why the company began its digital transformation to offer the best experience and customer service to end users. Google Cloud solutions proved to be the perfect ally to help Apex to reach its goals and digitally transform its conversation management services.

New capabilities, better competitiveness

Apex America first came into contact with Google tools when some of its collaborators started using Google Workspace tools, making their work efficient and collaborative. When the company implemented the Google Cloud solution, work teams were already working in a highly-collaborative manner, so they truly leveraged everything Google Cloud had to offer.

Google Cloud is easy to use, and this is something that the development team really appreciated, since they were now able to work twice as fast. Regarding the sales team, they find it crucial to let clients know that they are now working together with Google. ‘We can now offer our clients solutions that were otherwise at the hands of tech companies before. Our partnership with Google lets us stand out as a Next Generation BPO company combining world-class technology and services,’ says Enrique Román.

Apex America has improved critical KPIs like client management by 64%, offering end-to-end solutions, which enable them to understand their client needs to later design the best solution with them and implement it. This transformation has let them enhance their comprehensive service, which has become a very valuable asset.

Transformation-powered growth

Enrique Román, Head of Products and Innovation at Apex America, knew it was critical to find a world-class, highly-qualified and renowned partner. Not only did Google fulfill all these requirements, but it also allowed Apex to keep safe their client sensitive data.

"Google Cloud environment offers worldwide security and fast response time for all its services. We were also able to tackle scalability issues, since we’re planning to offer our solutions in all the countries where we already operate, but also in other markets that we want to reach in a swift and safe fashion."

Enrique Román, Head of Products and Innovation, Apex America

Among the main Google Cloud tools that have transformed Apex business, we can mention Speech to Text APIs, Google Cloud-integrated storage, BigQuery, Data Loss Prevention (DLP) API, Data Studio, and also Google Workspace as a corporate productivity and communication tool.

Apex developed Advanced Speech Analytics supported by Google technology. This cloud-based solution is used to analyze audio and text material from conversations with clients. The audio files are stored in Google Cloud storage, processed with Google’s speech-to-text tool, and later analyzed in BigQuery to find patterns and categories, that is to extract insights related to behaviors and actions, such as sentiments, experiences, objections, sales, and more. These results are finally consolidated into reports and shared with the clients.

This enables better decision-making when it comes to service and management models, and also to discover potential issues in their strategy that need to be addressed. The platform can be set up so that it keeps measuring, leading to outstanding results that have a direct positive impact on clients’ performance.

This solution has allowed Apex to process more than 3 million audio and text-based interactions coming from different clients and business verticals.

This is just an example of how the use of Google Cloud helped Apex grow and offer its clients a high-quality solution aligned with consumers’ current needs and experiences. On top of that, the partnership with Google let the company focus on the most important aspects of their business, leaving technical maintenance and security issues at the hands of Google tools.

Eric Benedetti, Chief Data Officer at Apex America, claims that Google technology has let them analyze and manage large amounts of structured and unstructured data, resulting in fast response times and detailed insights that would have been impossible to get before. This is beneficial both to Apex and its clients.

After adopting Google Cloud technology, the company was able to develop its solutions Speech Analytics, Data Way, and the Employee Experience platform twice as fast. Moreover, sales, retention, and conversion metrics improved by 30%.

Apex America digital transformation with Google is far from over. Not only will they keep working on their experience-centered culture, which lies at the heart of their company, but they will also continue to transform their conversations with clients into valuable insights through knowledge and technology.

Tell us your challenge. We're here to help.

Contact us

About Apex America

Apex America is an Argentinian company that began in 2003. It is a service company that specializes in customer experience with more than 6,000 employees and operating in different countries throughout Latin America, including Argentina, Chile, Colombia, Brazil, Paraguay, and Honduras. Ongoing innovation is one of the company’s main goals, following three key steps: understand, design, and improve.

Industries: Technology
Location: Argentina

*Google Workspace was formerly known as G Suite prior to Oct. 6, 2020.