In this edition of the TMC CEO Spotlight, Broadvoice CEO Jim Murphy sits down with TMCnet’s Rich Tehrani to talk through the rapidly evolving CX and communications landscape—and how AI is reshaping everything from agent workflows to business models.
Murphy, who has led Broadvoice through a series of transformative moves including the acquisition of GoContact and expansion into global contact center markets, offered a candid and strategic look into where the company is headed and how it’s adapting to massive technological disruption.
“We sort of started off in North America with our UCaaS and a kind of contact center light,” Murphy explained. “Then in 2021, we acquired a company out of Europe called GoContact with a great CCaaS offering. Now, we operate under the dual brand—Broadvoice and GoContact—depending on the region. It helps signal that we’re serious about contact center globally.”
What’s striking is how Broadvoice has differentiated its strategy by building not only a global product footprint, but also a distinct approach to delivering customer experience through AI.
“We break down AI into three buckets,” Murphy said. “Pre-call, like voicebots and chatbots. In-call, like agent assist. And post-call, which is our fastest-growing product—AI-driven QA. Automating quality assurance after the call has been a no-brainer for most contact centers. It’s easy to implement, easy to show value, and it gives a real-time view into whether agents are checking the right boxes.”
Murphy pointed out that while North America continues to lead in AI adoption, other regions are catching up fast. “In Europe and South America, we’re only offering CCaaS and AI. But the interest is intense—especially for automation, sentiment analysis, and data visibility.”
That visibility has become a major selling point for Broadvoice in the U.S. mid-market as well, particularly with customers who are trying to understand the full customer journey.
“Our ideal customer is a mid-market company with complex needs. They need both UCaaS and contact center,” he said. “And here’s the thing—every contact center seat is backed by six to eight UCaaS users. So if you’re not tying the entire journey together—from first contact to final resolution—you’re missing the story. We help unify that.”
What stands out is the evolution in the sales and engagement process. Whereas UCaaS was once highly transactional, Murphy says the new buyer journey is consultative.
“Instead of ‘Can I get a quote?’ it’s ‘What are you trying to achieve?’” he said. “It could be raising a CX score, cutting down call times, or automating 40% of transactions. From there, we define the SOW, build the proof of concept, implement, and then re-measure to see if we hit the mark.”
Yet with AI driving rapid transformation, disruption isn’t without consequence. Murphy highlighted a conversation with Colombia’s BPO Council that underscored the flip side of automation.
“They said a million people work in call centers in Colombia, and 30% could lose their jobs in the next few years due to AI. It’s a real concern,” he said. “But for direct customers, the enthusiasm is strong—they want to optimize, not just reduce cost. They want better outcomes.”
Asked whether this is the most disruptive time the industry has ever faced, Murphy didn’t hesitate. “It’s moving faster than any previous cycle. It’s chaotic—but in that chaos, there’s opportunity. We’re doubling down where we see momentum: AI, analytics, and tightly integrated CX.”
That includes applying AI internally across departments. “I’ve challenged every department to run AI pilots,” Murphy said. “From logistics to finance, everyone’s seeing productivity gains. Invoices are being scanned and processed by AI, saving time and reducing errors.”
While some companies are quick to tout AI as a replacement for workers, Murphy is more measured. “You saw companies like Klarna fire 700 agents and then rehire because they overreached. We’re not doing that. It’s about augmentation, not elimination. People want a humanized experience, and we’re here to deliver that—but with smarter tools.”
Customer reaction has validated that approach. “Our NPS score is 60. CSAT is 95+. That’s not by accident. We’re partner-first, and we’ve always been the smaller, more agile alternative to billion-dollar competitors,” he said.
Murphy also made it clear that rumors of Broadvoice abandoning UCaaS are unfounded. “If anything, we’re investing more. The real value comes when you offer UCaaS and CCaaS together, integrated with AI and analytics. That’s what today’s customers want.”
For Broadvoice, the vision is clear: own the customer experience stack from end to end, and deliver value at every stage of the journey.
“There’s a unique window right now to educate the market and lead them into a smarter CX future,” Murphy said. “And we’re ready.”
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Aside from his role as CEO of TMC and chairman of ITEXPO #TECHSUPERSHOW Feb 10-12, 2026, Rich Tehrani is CEO of RT Advisors and a Registered Representative (investment banker) with and offering securities through Four Points Capital Partners LLC (Four Points) (Member FINRA/SIPC). He handles capital/debt raises as well as M&A. RT Advisors is not owned by Four Points.
The above is not an endorsement or recommendation to buy/sell any security or sector mentioned. No companies mentioned above are current or past clients of RT Advisors.
The views and opinions expressed above are those of the participants. While believed to be reliable, the information has not been independently verified for accuracy. Any broad, general statements made herein are provided for context only and should not be construed as exhaustive or universally applicable.
