For much of its history, the customer experience (CX) industry has been governed by a simple commercial rule: service providers are paid for the work they do, not the results they achieve. Unit-based pricing – charging by the call, the email, or the agent hour – became the default economic arrangement between brands and their outsourced partners. It was predictable, scalable, and easy to reconcile on a spreadsheet. 

Yet predictability, while comforting, is not the same as progress. And in the modern economy, where customer loyalty is earned not by effort but by outcomes, the old model is beginning to look increasingly anachronistic. 

A quiet shift is now under way. Leading service providers – Ventrica among them – are beginning to replace volume-based billing with outcome-led models. Here, success is defined not by how many customer queries are handled, but by how those interactions translate into business value: improved Net Promoter Scores, reduced churn, higher order values. It is a transition that is altering the economics of outsourcing – and the nature of CX itself. 

Read Iain's full blog here