The talent is here: what 20 years in Tunisia taught us about customer experience.

When Transcom arrived in Tunisia more than 20 years ago, we were a multilingual call center for European clients, mostly in telecoms and utilities. Since 2016, we have moved steadily towards value-added tech capabilities and more complex work. Today, our teams support clients in fintech, logistics, e-commerce and online travel.

We have grown in size, too. Nearly 4,000 people work with us in Tunisia, the largest workforce in Transcom's European network. The site is also among our best performers on KPIs and service levels.

Our colleagues at Transcom Tunisia work in Arabic, French, English, Italian and Spanish every day. AI translation now lets them help customers in Swedish or Norwegian as well. The point is not to replace language skills. It is to give our people more reach. 

That is how we see AI in general: people and technology working together, each doing what they do best. Integrating these new tools has marked the start of an era where Tunisia’s world-class talent can offer its expertise and care to a truly global client base.

A major advantage our team at Transcom relies on for steady growth has been our AI-enhanced analytics tools. These assess millions of customer interactions in real-time, flagging quality issues, repeated questions and bottlenecks as soon as they appear. We don't have to wait days or weeks to find out what went wrong - we can correct it straight away.

Another way we use augmented agents is to help new colleagues master an unfamiliar industry within weeks. When a client's needs change, our teams can change with them, through responsive knowledge bases and simulation training loops that accelerate the exact skills we’ll need on the floor. Wherever we use tech, it’s to secure and speed up our talent’s impact.

Throughout 20 years of our Tunisian operations, what I remain proudest of is how our people grow. That’s because we prioritise them. We work with universities, join recruitment events, and use Transcom's global leadership programs. Our colleagues move between industries, functions, and international clients instead of staying on one account for years. 

There’s a reason we care more about capability and motivation than a conventional career path. When people get room to learn, any mistakes along the way lead to progress. That’s how we become more flexible and scalable each year. And it shows: in 2024 we opened a dedicated building at Lac 3 in Kram, used only by Transcom and its clients. Just recently, Transcom's whole leadership team visited Tunisia together for the first time - an exciting sign of more momentum to come.

More than twenty years full of lessons later, Transcom Tunisia is looking to the future. We plan to open a third site in Tunis. It will support growing volumes, strengthen business continuity and bring us closer to more of the city's talent. We are also playing our part in Transcom's net-zero 2050 commitment, with solar energy, hybrid working and more sustainable workplace systems.

People often ask me why Tunisia. My answer is simple: the talent is here. Our job is to keep giving it room to grow. You can read Forbes Africa’s full profile of Transcom Tunisia on page 11 of the Tunisia 2026 edition, or online right here.