CX Files2 Okt 2025

Traci Freeman - Connecting Africa For Global Business Services

Traci Freeman holds a number of roles, including as the managing member of Believe Consulting, but in this conversation we focused on her role as a partner of the Africa Federation of GBS Associations.

This federation is aimed at unlocking Africa's potential in the BPO, CX and ITO sectors. Enhancing Africa's standing as a hub for innovation, knowledge exchange, and technological advancement, promoting partnerships, youth employment, and digital enablement while driving best practices and standards.

Mark Hillary called Traci at her base in Johnannesburg, South Africa to talk about the work of the federation and the opportunities for CX and BPO across all of Africa.

https://www.linkedin.com/in/tracifreeman/

https://www.linkedin.com/company/africa-gbs-federation/

https://africagbsfederation.org/

SUMMARY

Mark Hillary and Peter Ryan discuss the Africa Federation of GBS Associations, an initiative led by a team including Traci Freeman to promote Global Business Services (GBS), Business Process Outsourcing (BPO), and IT services across Africa. The federation aims to manage perceptions of Africa as a high-value destination, foster knowledge sharing, and support regional development. Key countries like Egypt and South Africa are leveraging their experience to help emerging markets like Kenya, Rwanda, and Ghana. The federation, launched in February 2024, includes members from various African countries and aims to host global community engagement events by 2026-2027.

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