September 16, 2025
Why Custom Connect Built Myia: Innovation, Empowerment and the Future of Quality Assurance
The latest Gartner Magic Quadrants, a rash of seasonal CX vendor releases and updates, and the power of vibe coding (now a feature of OpenAI) culture all congregated in a recent office conversation about the power companies have when it comes to software selection and the growing interest and value in doing it yourself.
As a by-product of that impassioned chat, CXM is talking to many end-user organisations about their journey to the software they use today, and plans for tomorrow. Feel free to join in!
First up is Custom Connect, a customer contact BPO with offices across The Netherlands, Suriname and South Africa. Charlie Adams, CX Director explains, for Custom Connect, growth isn’t just about scale – it’s about doing things smarter and better. “We’ve always believed growth should empower both our people and our clients. That’s the real measure of success,” says Charlie.
Highlighting the transformative nature of the a dramatic 2025 for Custom Connect, with seven new clients joining, the company’s growth story has been impressive. Something that created challenges requiring a new QA software solution.
A Challenge That Sparked Innovation
Expansion brought with it new challenges. Ensuring consistent quality assurance and performance across a global organisation – with different regions, languages, and customer expectations – quickly exposed the limitations of traditional, manual QA processes.
“We realised that our old way of working was creaking under pressure,” Charlie, reflects. “We needed something that could unify QA, provide clarity at every level of the business, and prepare us for the future.”
Why Not Just Buy?
The market is flooded with tools promising to measure and manage contact quality. Custom Connect looked at many. But, as Charlie explains, they rarely fit the bill.
“Too many of the existing tools felt rigid, overly complex, or disconnected from the daily realities of a modern contact centre. We didn’t want to twist ourselves to fit somebody else’s software,” they noted.
From Vision to Reality
What began as a leadership conversation soon developed into a clear vision of what QA should look like when built around Custom Connect’s philosophy: people-first, powered by technology. Three guiding principles shaped the project:
- Empower agents, not just measure them
- Provide clarity for leaders without adding complexity
- Deliver insights that drive better outcomes for clients, not just dashboards
Months of planning, testing, and development followed. The result: Myia.
What Sets Myia Apart?
At its heart, Myia makes quality both meaningful and actionable. Powered by AI, it analyses customer interactions and translates them into clear, practical insights. But crucially, it doesn’t replace human judgment – it strengthens it.
- Agents receive personalised feedback, highlighting successes and two or three specific improvements they can act on right away.
- Team leaders gain simple, real-time dashboards to track development
- Operations managers finally see a consistent global view of performance for smarter, faster decisions.
The shift in how feedback is received has been striking. Agents no longer see QA as something “done to them.” Instead, they regard Myia as a supportive coach that recognises strengths while encouraging growth.
Beyond Vanilla QA
Traditional QA has long been criticised as slow, expensive, and backward-looking. Myia changes that by automating transcription and analysis, saving countless hours of manual effort and uncovering new patterns.
For example, Myia has revealed where certain niche issues make up only a small proportion of calls but consume disproportionate amounts of time. Insights like these don’t just streamline operations; they also allow clients to re-think processes, leading to faster resolutions and happier customers.
Responsible by Design
From the start, trust was non-negotiable. Feedback is anonymised, never delivered live, and delayed to protect both agents and customers. The tool is also designed to align with the EU’s upcoming AI Act, ensuring its sustainability well into the future.
Myia is more than a piece of software,” Charlie concludes. “It’s a reflection of how we believe customer contact should evolve: simple, supportive, and effective.”
As Custom Connect continues its international expansion, strengthens its teams, and onboards new clients, Myia is positioned as a cornerstone of its strategy – blending human connection with technological innovation.
2025 has already been a year of growth for the company, but more importantly, it has been a year of empowerment. For its agents, for its clients, and ultimately, for the customers they serve worldwide.
If you want to chat and tell your CX, CC, EX software adoption or development story, get in touch!
