Melissa O’Brien

Research Leader

Melissa O’Brien is a Research Leader at HFS Research. Melissa leads HFS’ research initiatives for digital front office services, including customer engagement operations, digital marketing, cognitive agents and CX design and consulting, focusing on the trends and change agents that are driving customer experience across the enterprise. In addition, her industry research focuses on key dynamics within retail, CPG, travel and hospitality, with regards to customer-centric strategies, intelligent operations and service delivery.

Melissa brings over 13 years of both hands-on industry and analyst experience to her role at HFS. She previously led IDC’s Worldwide Customer Experience Management Services program, including in depth analysis of evolving contact center business process delivery and consumer communication trends. Prior to IDC, Melissa held various roles in the contact center BPO industry, including new client implementation, program design, and training development and delivery for contact centers in Manila and Cebu, Philippines.  Melissa  has led plenary sessions at HFS FORA, NASSCOM, IDC Directions, and various other service provider and industry events.

Melissa graduated with honors from the University of New Hampshire with a BA in English and Communication, and is a member of the Phi Beta Kappa honor society. She is a Boston area native who enjoys traveling, kickboxing, and spending time outdoors with her husband and coonhound.

Content By Melissa O’Brien

Point of View

Establish an effective content moderation capability to protect your brand and your customers’ safety

The why, what, and how of crafting a trust and safety strategy.

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Data Viewpoint

The biggest operational model shift is just ahead: get ready for gig!

Operations leaders are exploring the potential for gig to augment their workforce.

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Point of View

You must rewire your customer experience for the virtual economy

Digital-first and human-centered design is the foundation of differentiated CX

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Market Analysis

The Content Moderation Playbook

A guide to strategic considerations for critical trust and safety processes.

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Point of View

Smart Enterprises are considering the untapped potential of Vietnam

Vietnam’s leading IT services talent makes it one of APAC’s best-kept secrets

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Point of View

Put smart decisioning at the heart of AI strategy to help cultivate your OneOffice future

How XpertRule's clients are improving CX and EX in tandem.

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Highlight Report

Accenture acquires HRC Retail Advisory to expand retail strategy capability

Helping retailers accelerate their digitalization amid disruption.

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Top 10 Report

CX Services in the Pandemic Economy—The Best of the Best Service Providers

Analysis of the best providers of CX services firms across execution, innovation, OneOffice, and voice of the customer criteria.

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