Q&A with Greg Collins: Why global teams are the future of customer experience

As we count down to Momentum, Rebuy's premier ecommerce conference, we’re thrilled to spotlight one of our event sponsors: Boldr, a purpose-driven outsourcing partner helping ecommerce brands build global teams rooted in empathy, culture, and exceptional service.

Left: Boldr is transforming the BPO (business process outsourcing) industry. Right: Greg Collins.

Boldr is a Certified B Corporation and public benefit company that believes in business as a force for good. With operations in emerging markets around the world, Boldr is on a mission to empower both brands and people—and they’re redefining what it means to scale customer experience in a sustainable, human-first way.

I sat down with Greg Collins, Boldr's Chief Revenue Officer, to talk about what DTC brands need to know about scaling customer experience, the traits that matter most in global CX talent, and what attendees can expect from his upcoming session at Momentum.

What's the biggest challenge DTC brands face today when it comes to customer experience at scale?

Collins: The obvious challenge is balancing cost and quality. But equally important is maintaining your brand voice and culture as you grow—that authenticity can easily get diluted.

More brands are also getting caught up in reactive solutions. They throw headcount or AI at problems without first building a clear, strategy-driven foundation. Tools are great, but they’re not a strategy. CX leaders need to be aligned with the business goals from the start, not just chasing metrics like ticket volume.

Why is building a global team the next logical step for growing Shopify brands?

Collins: Operating costs are rising. Hiring globally helps brands scale cost-effectively without sacrificing quality.

Too many companies still underestimate the skill level and professionalism of global talent. In many emerging markets, people see these roles not as stepping stones, but as careers. That translates into better retention, more dedication, and a stronger customer experience.

And honestly, some brands are struggling to fill entry-level CX roles domestically. Hiring globally can help bridge that gap and bring in people who are excited to grow with your company. 

What are a few key traits you look for when hiring global CX talent?

Collins: We use a framework we call the 3 Cs:

• • • Character: Integrity, empathy, reliability.
    • Coachability: Are they trainable on your tools, tone, and evolving product context?
    • Core skills: Clear communication, comfort with platforms, strong decision-making.

It’s not just about fluency—it’s about tone alignment and the ability to communicate with clarity, even in emotional or complex customer moments.

How can brands balance cost-effectiveness with quality when scaling CX teams?

Greg Collins: Start by reframing CX as a revenue lever, not a cost center. That changes the whole budgeting conversation.

Great CX impacts LTV, retention, and even pre-sale conversions. It turns customers into brand advocates. So instead of asking, “How cheaply can we resolve a ticket?” ask, “How much revenue can we create through better experience?”

That mindset unlocks investment, empowers your team, and ultimately creates more value.

What does ‘values alignment’ actually look like when building customer-facing teams?

Collins: At Boldr, values alignment is the difference between being a vendor and a strategic partner.

We’re always asking: Are we being hired to simply execute a task, or to co-create something meaningful with the brand?

Brands that treat us like an extension of their team, rather than a separate function, invite collaboration and transparency. That’s where the magic happens.

We’re a B Corp, so we also evaluate our work through the lens of clients, communities, and careers. That means paying living wages, ethical pricing, and investing equally in our clients and our people.

What are some early signs that a DTC brand is ready to scale globally?

Collins: If you’ve had steady operations for 6 to 12 months, and you’ve validated the role you want to scale, you’re likely ready.

The key is having clear SOPs, workflows, and success metrics. You also need to understand whether you're hiring an individual contributor or a strategic partner. The latter will help you grow intelligently, not just fill seats.

Global hiring is complex—from tax compliance to cultural fluency. That’s where an experienced partner like Boldr can really accelerate things.

Boldr is donating to charities for every meeting booked at Momentum. Why is this initiative important to you?

Collins: Because we believe in doing good while doing well. 

This initiative reflects how we operate as a company. We're a public benefit corporation, and every decision we make is evaluated by its impact on our clients, communities, and team members.

If we can make a charitable donation just from having a conversation, that’s a win for everyone. Whether we end up working together or not, we want to leave something positive behind.

Can you give us a preview of what you’ll be diving into during your Momentum session?

Collins: Absolutely. I’ll be talking about when to scale globally — not just how.

We'll look at:

• • • The intersection of CX, strategy, and scale

    • Real examples from brands we've worked with

    • How to reframe CX as a growth driver, not a cost center

    • Key indicators of CX maturity and how to avoid common pitfalls

Whether you're already outsourcing or just exploring the idea, I want you to walk away with a clear framework for using global talent to fuel your next stage of growth.

Bonus Question: What have you been reading lately?

Collins: I’ve been revisiting Shane Parrish’s work on first principles and framework thinking. It’s helped me get to the root cause of problems instead of just treating symptoms.

Another great read is Unreasonable Hospitality. It’s not just for CX leaders—it’s a must-read for anyone who wants to lead a business with heart.

Ready to learn more from Greg and Boldr?

Join us at Momentum on May 7–9 in San Diego. Get your ticket today and discover how purpose-driven growth is reshaping the ecommerce landscape.

•••

To keep up with the latest trends, platform updates, and more, follow us on LinkedIn