Nonhlanhla Makhubalo

Nonhlanhla Makhubalo, known as Nonie in the Business Process Outsourcing (BPO) industry, is the founder of Diverse Intellectual SA (DISA). Her company is more than just a contact centre; it is a platform for empowering women and unemployed youth. “At Diverse Intellectual SA, we focus on providing call centre services to both the domestic and international markets,” explains Nonhlanhla. “We have worked with well-known brands like Pineapple Insurance and MTN to name a few. We handle customer service, outbound sales calls, and various non-voice services such as email and chat support.”

With 13 years of experience in the call centre industry, Nonhlanhla’s story is one of growth and finding purpose in an unlikely place. “I used to be an introvert, someone who never liked speaking to people,” she recalls. “But the call centre industry took me out of my comfort zone. It was therapeutic in a way; helping others with their problems became a form of counselling for me.”

A Vision for Inclusivity
Nonhlanhla’s vision for DISA goes beyond the traditional call centre model. “We are aiming to create a more inclusive workplace by integrating services for the hearing impaired,” she explains. “Our goal is to provide opportunities for them in the non-voice sector, such as handling chats, emails, and administrative tasks.” For Nonhlanhla, inclusivity is not just a business strategy but a core value. “It’s about creating a space where everyone can contribute meaningfully, regardless of their physical abilities.”

She also believes in the importance of uplifting the community by providing employment and skills development opportunities. “We’re not just a business; we are a bridge for people who are struggling to find work,” she says. “By hiring the unemployed and training them in customer service, we are giving them a chance to gain experience and grow within the industry.” For Nonhlanhla, understanding the struggles of her employees comes naturally, having worked her way up from an agent to an executive. “I know what it’s like to be on the other side of the phone,” she says. “That experience helps me connect with my employees in a way that many executives might not be able to.”

Despite her success, Nonhlanhla is candid about the difficulties she has faced in her entrepreneurial journey. “When I started a few years ago, I thought I had it all figured out because of my experience in the industry,” she admits. “But I quickly realised that running a business requires much more than just industry knowledge. It’s about doing thorough research, understanding your clients, and being prepared for unexpected setbacks.”

One such setback came early on, when a major client disappeared after only three months. “I hadn’t done enough background research on the client,” she reflects. “It was a hard lesson, but it taught me the importance of due diligence.” Another challenge has been hiring the right people. “Hiring can be tricky, especially when people think they can take advantage of a black-owned, woman-led business,” she says. “I’ve had to be hands-on in recruiting to ensure we get the right team members who align with our values.”

Nonhlanhla is also aware of the stereotypes that come with being a black woman in the BPO sector. “Being a woman as in any sector is tough before you factor in race,” she says. “That comes with its own set of challenges, but it also gives me the opportunity to show others that it is possible. We often shy away from private sector opportunities, focusing instead on government tenders. But there is potential in the private sector, and I want to be an example of what can be achieved.”

Future Aspirations
Nonhlanhla’s efforts have not gone unnoticed. “One of my highlights was being recognised at the KZN Top Business Women event,” she says. “It’s an honour to be acknowledged as a woman making a difference in the industry.” Her company is also in talks with an international client, which could lead to a significant expansion. “If all goes well, we’re looking at adding 400 seats to our operations by next December,” she reveals. “That’s a big achievement for us, especially considering how difficult it can be to secure clients.”

Looking to the future, Nonhlanhla has ambitious plans for DISA. “I want to open more branches across South Africa, and maybe even internationally,” she shares. “We are currently based in Durban’s CBD, but we’re exploring opportunities to expand to areas like Umhlanga and Ballito for strategic and security reasons.” Her vision for the company is not just about growth but also about creating a lasting impact in the BPO sector. “We are heading in the right direction, and I’m excited about what’s to come.”

Balancing her business ambitions with her personal life is another challenge Nonhlanhla navigates carefully. “Do I even know what relaxing is?” she jokes. “When I do get some time off, I spend it with my kids. My son is four years old and full of energy, while my ten-year- old daughter is into coding and wants to be the next big gamer.” Spending quality time with her children is a priority for her. “There will be times when I’m too busy to be with them, so I make sure that every moment we have together is special,” she says.

Nonhlanhla’s advice to other aspiring entrepreneurs is simple yet profound: “Follow your passion. It’s okay not to have everything figured out from the start,” she says. “We are often told to be strong, but it’s also okay not to be okay. Enjoy the journey, learn from your mistakes, and keep pushing forward.” Her entrepreneurial journey is a testament to resilience, growth, and the power of finding one’s voice—even in unexpected places. “I never thought I’d be here, speaking openly and running my own business,” she reflects. “But if I can do it, so can others.”

Nonhlanhla’s story serves as a source of inspiration for anyone looking to build something meaningful. “It’s been a rollercoaster, but I wouldn’t change a thing,” she concludes. “This is just the beginning.”