This episode is brought to you by Yotpo.   Horatio's company motto is: "Do what you do best and Hire Horatio to do the rest," says Jose Herrera, CEO and Co-Founder of the omnichannel customer support and back-office outsourcing company, Horatio.   It's an appropriate motto because the company's name is based on William Shakespeare's play "Hamlet," in which Horatio was Hamlet's only trusted friend, Jose says.   The idea for starting Horatio came as Jose and his co-founders discovered that the outsourcing industry is geared towards telecommunication and large enterprises - not startups and small businesses.   One unexpected factor in the company's development was the acceleration of e-commerce due to the pandemic. As Horatio adjusted its strategy, the company's leaders found the same business models worked for other faster-growing industries.   In Part 1, Jose talks about:   * His gratitude for the inspiration a speaker provided during his MBA studies. * How growing up in the Dominican Republic inspired his passion for working with quality talent. * How the COVID pandemic affected the company's strategy. * Why the Horatio model provides fully dedicated teams for every brand they work with. * How the talent pool in the Dominican Republic has a strong background in customer support for the U.S. market.   Join Ramon Vela and Jose Herrera as they break down the inside story on The Story of a Brand.   For more on Hire Horatio, visit: https://hirehoratio.com/    Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen on your favorite podcast player: Listen now.   *   This podcast is supported by Yotpo, the leading eCommerce marketing platform for brands looking to drive customer loyalty.   As I’m sure many of you know, customer retention is the new acquisition. With Yotpo, brands can provide value through a strategic loyalty program — and ensure shoppers come back time and again.   Want to know more? Visit https://yotpo.com/storyofabrand    And turn your one-time shoppers into lifelong brand lovers.