[CONTACT CENTER] Web-based Customer Interactions Unfold New Opportunities for Contact CentersSmita VasudevanAfter going through a relatively sluggish phase in 2009 and 2010, the customer care outsourcing industry is getting back on track.
WNS finds offering multilingual contact center services via onshore, nearshore and offshore delivery models to be its core strategy. It also looks at building in-depth capabilities in end-to-end customer lifecycle support, by leveraging existing experience within diverse client base. Taking a broader look across geographies, the high growth markets like India, China and Philippines are focusing more on workforce optimization and self service applications. While mature markets like Australia and Singapore are seeing huge investments into analytics and social media integration. Outcome-Based Pricing & Technology-Based Acquisitions Models are mostly going to be outcome based. This implies that service providers will earn in line with what they are able to sell on behalf of their customers. According to Baidya,“Service providers are trying to transform their relationship and position themselves as strategic partners. Strategic partners are likely to deliver in truly flexible pay-per-use models, leveraging IT and PO synergies from best-in-class technology and processes bundled together. Soon in the partnership they are likely to offer business analytics and insights and offer proactive service leading to revenue generation. Outcome based pricing instead of headcount is then likely to be a common aspect of such partnership.” Presenting a similar opinion, Pryor says, “ The biggest change Convergys sees is that more companies are driving towards some form of outcome-based business model and a related pricing arrangement.” Service providers are looking to scale up in terms of their service capabilities and geographical reach. As buyers look for providers with a global footprint, establishing a global delivery program is going to be a key area for providers. And this trend is going to drive the merger and acquisition decisions significantly. Talking about the recent merger and acquisition deals in contact center industry, Baidya commented “As customers demand more services from a single vendor at multiple geographies with multi-language capability, such consolidations are likely to be common.” As complexities grow and level of sophistication goes up, service providers will also be aiming more at technology acquisitions. Experts are of the opinion that these transformations can have a double-sided impact on the market-challenges plus opportunities. For instance, companies that service customers over the web through methods other than voice, can overcome limitations relating to dialect or language. Hence difference in the geographical locations or languages will not be a hurdle. But to grab a share of the outsourcing pie, providers need to establish their presence on multiple channels and be able to interact in ways that are preferred by customers. Multiple channel capabilities and expertise in specific verticals is going to be important in luring customers when products and services are otherwise similar to a large extent. “Social media will be central to companies' strategies towards customer engagement and what companies can offer in this direction is going to be very important” says Jain. The mid market is another big opportunity area and service providers are already coming up with specialized offerings to attract this market segment.
The market is seeing a lot of activity in terms of fresh deals and demand is coming from various verticals and geographies. Companies are moving to double digit growth numbers and complexities are also growing. Experts believe that on the whole, 2011 is going to be an exciting year full of challenges and opportunities.
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MORE BPO
[INDUSTRY SPECIFIC] Industry-specific BPO Will Continue to Evolve
[HUMAN RESOURCES] Small, Shorter Term Deals Setting New Trends in HRO [FINANCE & ACCOUNT OUTSOURCING] FAO Market Is on a Roll [CONTACT CENTER] Web-based Customer Interactions Unfold New Opportunities for Contact Centers [PROCUREMENT OUTSOURCING] Procurement Outsourcing: On the Rise, Flush with Deals [ANALYTICS OUTSOURCING] Analytics Outsourcing: Gaining Ground more . . . 
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