In the BPO world, “quality” is a word thrown around so often that it risks becoming meaningless. Everyone claims to deliver it. Everyone says they measure it. But after 20 years of running Boomerang, we’ve learned that true quality doesn’t come from metrics alone, it comes from mindset.
In most contact centres, frontline people are called agents. At Boomerang, they’re not.
From day one, we set out to build a company where people feel they belong. More than just a job, they are partners in building something meaningful. That’s why in 2023 we made a decision and rebranded to call our employees BAEs: Brand Ambassador Experts. It’s a small word with a big signal: belonging, pride, and performance. Two decades in, it has become a genuine differentiator in a fiercely competitive industry.
