Before joining Digitex about three years ago, Rafael Borbolla worked for IBM and Teleperformance. But he is happier than ever in his newest job, as general director overseeing the Madrid-based company’s operations in Mexico and Central America, and thinks he joined the firm at a perfect time.

“The last two years have been very good for the company in this area — the best years for us in Mexico and Central America,” said Borbolla. Though Digitex has only been in the market for less than five years, this Mexico City native is proud of the local growth and sees even further expansion in the country as the firm tries to increase its penetration while serving the Spanish-speaking community in the United States.

Borbolla recently spoke to Mexico IT about Digitex’s experience so far in the nation and what the future holds.

Mexico IT: What is the core focus of Digitex Mexico and how has coming here helped reach new markets?

Rafael Borbolla: We have been in Mexico four about four years — it’s a new company in this area — and we hope to open a new office in the United States in the coming years. Our headquarters in the USA is in Miami and we want to have a larger presence in the United States to focus on both the Mexican market and the U.S. Spanish-speaking market. And of course we want to produce more of our services from our operations in Mexico and Central America.

“Being here in Mexico is great because we’re very close to that market in the United States. We have a big presence around the border, and the customers are very similar in Mexico and the United States.”  –  Rafael Borbolla, general director of Digitex in Mexico

The second city outside of Mexico, for Mexicans, is Los Angeles. And the other cities are Chicago and Miami. The United States has a lot of people who speak Spanish, and we want to help clients improve the customer experience for these people. This goes for over the telephone, through chat, and the internet. We want to have a big presence in this market.

Being here in Mexico is great because we’re very close to that market in the United States. We have a big presence around the border, and the customers are very similar in Mexico and the United States. So it is a great place — and it is cheaper — to make solutions to attend to this market.

Mexico IT: Do you expect more growth in Mexico soon?

Borbolla: Yes, yes. Right now we have three call centers in Mexico City. Our strategy in the coming years is to open at least two new facilities outside of the capital. We want to open one in Guadalajara and another in Mérida.

Why? Because Guadalajara has a very good profile and it has very good English. And Mérida is for two reasons. One is that it is very near to Cancun — where we have very good experience with the people there because they speak very good English — and also it is close to Miami. It’s around one to two hours in a plane.

Our expansion plan also aims to go to the north of the country in Monterrey. The university of Monterrey — Tec de Monterrey — is a draw for us, and it is the second most important city in the country. It is a very big city and it is very near the border. We believe this is the next step in Mexico — maybe even before Guadalajara.

Mexico IT: Do you see Mexico as mainly a call center location for Digitex or are there other services that you will continue to provide here?

Borbolla: Digitex is a lot more than a call center. We have a very good technology solutions for information security, mobility, Big Data, and the cloud. Right now in Mexico we have very big projects to develop smartphone apps, information security, and voice analysis.

During a call, the speech recognition technology can help the client identify changes that might occur in the behavior of customers ad define certain degree of emotion in the voice. This can be valuable in terms of providing feedback about what may have gone wrong during any customer service interaction. The voice biometric technology also can improve safety for consumers, who can leave behind the typical passwords and only using their voice when entering their services.

This is the future. The future is to know the trends of our clients. If you know the trends of the people, then you have more possibilities to better attend to their needs. Throughout the company we are always looking ahead and we are continuing to look to the future in Mexico, too.