Dr. Marcelo Alquezar, Founding Partner and President, GSA BPO

Could you give us a brief introduction to GSA BPO as it stands today?

GSA has been in the market for over 30 years. It began as a debt collection agency, and over time, we expanded our services. Today, we offer a wide range of solutions, with a primary focus on our call center operations.

What would you say have been the keys to GSA BPO’s success?

Many factors, but above all, consistent hard work. We started from scratch—no inheritance, not even an established core business at the start. We grew alongside the industry, collaborating with sector leaders, adopting best practices and staying ahead of the curve. But most importantly, we built strong teams. I’ve always believed in teamwork—that’s been central to our company’s identity.

We aim to build teams ready to compete, win, stay motivated, adapt and evolve. In Argentina and across South America, we’ve had to reinvent ourselves many times. That word—reinventing—really defines our journey.

We constantly look for growth and new opportunities. Team building has been crucial—we focus on creating winning teams. I’m passionate about sports and often draw parallels between high-performance athletic teams and companies. The comparison is real in our field. I often say, “Yesterday’s success is history. Today, we need new metrics, new results and new goals.” That mindset has helped drive our success: reinvention, continuous work, and a relentless pursuit of results.

That’s what we try to teach. Our clients expect results. We started as a debt collection company, a very demanding field. One month you’re at the top, and the next, you must prove yourself again.

Going back to the sports comparison, I’ve leaned into that mindset. Even though I have a law degree and an MBA from the Complutense University of Madrid, I became a certified soccer coach out of pure passion, though I never practiced professionally. I studied the sport deeply and love its lessons. Big achievements require well-prepared teams, where each person plays the right role.

You cover a lot: collections, telemarketing, BPO, and so on. Could you briefly walk us through those areas?

We started with collections, then expanded steadily into multichannel customer service, back-office services, comprehensive BPO solutions and management of outsourced services. The pandemic boosted service outsourcing, especially for tasks like booking medical appointments, since in-person visits weren’t possible. We identified that niche and worked hard to meet the need.

Now, we handle services in health care, clinics and eye care. We also support technical and telecom services—like cable TV—for clients in Argentina and Uruguay. And soon, if all goes well, we’ll expand to Paraguay through our work with a major multinational telecom provider.

Beyond your great team, what sets you apart from competitors?

We’re always looking ahead. We don’t rest in comfort zones. We also pay attention to what others are doing—we’re open-minded and curious.

We see challenges as opportunities. For instance, we began working with artificial intelligence early on. We saw the potential and took steps to become pioneers. One of our internal mantras is: “If we’re not growing, we’re falling behind”. So we’re actively integrating AI into every area of our business.

What are your plans for expanding the company?

Our first goal is to strengthen our presence in Buenos Aires. We’ve also worked occasionally with the U.S. Hispanic market, and with Peru, Uruguay and Paraguay.

We’re focused on delivering differentiated services using the latest tools. We want to explore underserved niches, like service outsourcing for medical appointments—changing the old model of in-person bookings. Since we’re fully accustomed to remote work, we believe there’s no limit across Latin America.

The real challenge is shifting the traditional mindset of clients. But we have a strong foundation—ISO certifications, a respected history and experience as founders of collection associations in Argentina and Latin America, where I also served as president. We’ve earned trust and prestige, and we’re ready for what’s next.

Is there a specific market or sector you’re especially interested in?

Yes, we’ve had some great experiences working with the U.S. Hispanic market, especially in setting appointments for mortgages and insurance. It’s a very promising niche. We had excellent results in New Jersey and Florida.

We generated so many appointments that our partners struggled to keep up. It’s a market that values empathy—someone who understands them and can clearly explain the first steps.

We partnered with colleagues in New Jersey to schedule mortgage appointments—and it went very well. Same in Florida. The Hispanic market needs empathetic, clear and culturally attuned communication.

Is there anything we haven’t covered that you’d like to add?

Just to reaffirm our story. We’re proud of our journey. My daughter is here today—she’s 21. The company is 33 years old. That speaks to everything we’ve been through. And as I always say, the best is yet to come.

We’re energized, embracing AI, focused on the U.S. Hispanic market and constantly working to professionalize our team further. We still have many “Championships” to win.