Nearshore Americas

AI-Skeptic CX Firm Horatio Expands to Colombia

Horatio, an American CX firm known for its advocacy for keeping a “human touch” in customer service, has expanded to Colombia with a delivery center in Bogota.

Founded in 2018 by three Columbia Business School classmates, Horatio argues that “maintaining a human connection in customer service is vital”.

Headquartered in New York City, Horatio serves more than 100 US clients with around 1,400 bilingual agents.

José Herrera, CEO of Horatio, told Colombian news portal Halcones y Palomas that his goal is to build the complete opposite of what he called “a sweatshop” environment.

“We want to build an office space in Latin America that provides everything employees would get at a fast-growing startup in the United States: bright, open, and open-plan roundtables.”

Earlier in April, Horatio unveiled a large call center in Santo Domingo (Dominican Republic) with seats for more than 1,000 agents. The 8,550 square meters facility is expected to be staffed with 500 workers by the end of this year.

It is not clear how many people it has employed in the Caribbean country. Nor is there any information as to how many professionals it plans to hire in Colombia.

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Horatio’s office in Bogota will focus on providing content moderation services. This is a controversial field, as the job of a content moderator can be emotionally taxing and even traumatic. In April, Kenyan content moderators sued Facebook, alleging that the job had caused her to suffer post-traumatic stress disorder.

Narayan Ammachchi

News Editor for Nearshore Americas, Narayan Ammachchi is a career journalist with a decade of experience in politics and international business. He works out of his base in the Indian Silicon City of Bangalore.

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