Executive Research Leader
Melissa O'Brien is an executive research leader and head of the research innovation team for HFS Research. She leads all of HFS’ research initiatives for customer experience, including contact center, digital marketing and sales, CX design, and conversational AI. Her industry research focuses on key services dynamics within travel and hospitality firms. As research innovation team lead, Melissa also oversees the continuous improvement and re-imagination of HFS’ Horizons market assessments and data management hub.
Melissa brings hands-on industry and analyst experience to HFS. She previously led IDC’s Worldwide Customer Experience Management Services program, which included analyzing evolving contact center business process delivery and consumer communication trends. Prior to IDC, she held various roles in the BPO industry, including new client implementation, program design, and training development in Manila and Cebu, the Philippines. Melissa has led plenary sessions at HFS Summits, NASSCOM, IDC Directions, NRF, Phocuswright and various other service provider and industry events.
Melissa graduated with honors from the University of New Hampshire with a bachelor's degree in English and communication and is a Phi Beta Kappa honor society member. She is a Boston area native who enjoys traveling, kickboxing, and spending time outdoors with her adorably mischievous hound dogs.
July 25, 2025 TTHL are shifting their focus toward operational efficiency and customer value, with innovation taking a slightly lower priority.
July 16, 2025 THL leaders must continue focusing on pragmatic modernization while addressing the need to balance core with edge.
July 1, 2025 Coforge stands out by scaling enterprise AI through execution, not hype—focusing on real impact over flashy GenAI promises.
May 30, 2025 T&H enterprise leaders are widening the lens from short-term ROI to resilience, talent access, and transformation support.
April 21, 2025 Biases related to accents in spoken English are a productivity barrier restricting your talent pool - AI can break it down.
April 8, 2025 Hyderabad is rising fast with low risk, AI talent, robust infra, and cost advantage—rewriting India’s IT growth story.
February 20, 2025 GBS moves from efficiency driver to trusted growth enabler.
January 17, 2025 Customer experience has become a critical battleground and also a competitive advantage for THL leaders.
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