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Article : BPO Firms with Indian Operations Have a 3-step Plan to Manage Anti-offshoring Wave

#contactcenterworld, @nasscom

Just a few weeks ago, Sherrod Brown, Senator from Ohio, talked up protecting call centre jobs in the US yet again. Before the latest round of rhetoric, he had earlier in the year introduced a bill —for a US Call Centre Workers and Consumer Protection Act — to end offshoring and support American workers.

In a signed newspaper column last month, Brown cited Reynosa in Mexico and Wuhan in China. India got a passing mention, "Too many companies have packed up their call centres across the country, and moved to India or Mexico."

If India isn’t the US’ punching bag as it was in 2005, after Tom Friedman wrote The World Is Flat, it’s because India’s business process management (BPM) industry has globalised—particularly in the US in the past five years—and grown, albeit slower without bumping up its headcount.

The deeper truth for Brown’s constituency — it’s not any one country taking away US jobs. It is technology, specifically, the automation of call centre operations.

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Diversion Ahead

In India, this is beginning to show in the industry’s path towards productivity and strategies of global firms with extensive BPM operations here. Revenue per head for India’s BPM industry has improved from $15,622 in FY08 to $23,569 in FY18.

"This bill addresses low-level work, which is being taken over by interactive voice response (IVR) and chatbots," says Keshav Murugesh, chief executive, WNS, headquartered in Mumbai and listed in the US.

According to Nasscom data, the BPM exports industry added 3,26,000 new jobs during 2008-12. The number slipped to 2,73,000 during 2013-17. It suggests a different India, whose BPM industry generated $28 billion of export revenue in FY18 and employs 1.2 million people.

"It’s not that third-party outsourcers are losing work," says NV ‘Tiger’ Tyagarajan, chief executive, Genpact. "There are a lot of services lines which have been automated while new ones have emerged."

Firms with high talent exposure to India have indeed clamped down on mass hiring.

In FY18, BPM exports saw the lowest number of employees added (36,000) in seven years, according to the Nasscom Strategic Review 2018.

Tyagarajan says talent is not easily available for new business. "There are only a few thousand machine learning (ML) and artificial intelligence (AI) experts in the world and these are in institutions like MIT or at the Googles and Amazons," he explains. Circa 2014, the alternative was to globalise and acquire expertise.

As a result, while India is still the top BPM offshoring destination, with 37% share of the $77-billion global sourcing market, the landscape has changed for BPM companies that first harnessed India for talent in the call centre wave.

Enter Automation

Industry veteran Raman Roy, chief executive, Quatrro, says the fundamental change has been in growth of non-voice business to about 60% of total industry revenue. "Revenue per head is decreasing in voice and increasing in non-voice business," he points out.

"BPM is no longer about chatting with the customer, but how well you can automate that experience using chatbots," agrees Amit Singh, head of advisory, Avendus’ IT practice. "BPM companies are leaning on technology, acquiring platforms and reskilling talent. They are trying to manage the customer experience for next-gen customers using technology."

Even as this industry struggles to accelerate revenue (7.7% growth over 2016-17) compared to the boom years, firms seek to harness ML for better margins and bag projects. "Clients are putting pressure on (BPM companies) to transform," says Ganesh Iyer, chief executive of the Indian operations of Symphony Ventures, which trains BPM firms and captive units of foreign companies in areas such as robotic process automation (RPA).

"With RPA, companies try to automate human-machine interaction," says Ravi Venkatesam, chief executive, OnTrac, which works to improve operational efficiencies. "If I am an agent in a BPM company doing back office work or sales process, there are tasks where I have to interact with the computer. Many Indian firms have started their journey in automation (of these tasks) in active projects."

India Plus

India has some inherent advantages now.

When BPO was a sunrise industry, people joined en masse, Iyer says. This created a repository of customer knowledge and employee response. "The amount of control and metric capture in BPO doesn’t happen in any other industry in India," Iyer says, referring to how key strokes are captured and errors measured.

Venkatesam says that’s why people best suited to identify automation opportunities are employees at the base of the talent pyramid. "Because they are hands-on on the computer, a process associate is actually doing repetitive rules-based tasks. He becomes a prime candidate for automation," he says. "Most often, they don’t have the mindset, which is where the opportunity lies for top management."

That’s why—contrary to what Senator Brown says—it’s no longer about chatting with customers, but how well that experience can be automated into chatbots. That technology expertise doesn’t reside in one country. It is globally distributed.

Similarly, BPM industry’s analytics play is not about data but developing tools and technology to enable clients to use customer data meaningfully, says Singh.

The $762-million EXL Service Holdings hired talent in the US to strengthen analytics and other practices. In 2016, it appointed Mike Toma from Automated Data Processing (ADP) as chief technology officer.

In late 2017, EXL brought in Shawn Salkeld as vice-president of its healthcare practice and Ahson Pai as partner of its digital consulting practice. "We are growing data management and predictive modelling and also doing ML, AI in analytics," says Rohit Kapoor, chief executive, EXL.

Even at WNS, 19% of its revenue comes from analytics, which uses 2,500 of its 35,657 employees.

"The market is strong and there’s business for everybody," Murugesh says. So, as Tyagarajan says, while the size of the traditional market has shrunk, "new markets have emerged." Last December, Genpact hired former McKinsey partner Jay Scanlan to head growth ecosystems.

However, it looks very different for many BPM firms capitalised in India.

Creative Destruction

In March, the Essar Group sold its last bunch of assets in BPM firm Aegis to private equity investor Capital Square Partners and a publicly-listed US company Startek. In 2014, it had sold Aegis’ operations in the US, the Philippines and Costa Rica to Teleperformance.

Companies such as Aegis and Aditya Birla Minacs, which were at fifth and eight position, respectively, in Nasscom’s 2010 BPO rankings, have been swallowed by global companies. Synnex Corporation’s Concentrix picked up Minacs from Aditya Birla Group in August 2016, three years after the Fremont-headquartered company bought out Daksh in India from IBM.

In the current climate, its nationality that matters. Winds are blowing onshore.

"We are a US company with whollyowned subsidiaries," says Kapoor.

Genpact, is no different, incorporated and listed in the US. When asked about Senator Brown’s anti-offshoring bill, Murugesh says if it becomes legislation, it could be very different from how it was introduced in Senate. But he adds, "We are US-listed."

Every BPM firm has warned shareholders about protectionism, where outsourcing and immigration reform has been a focus of the current US administration.

Many India-listed companies have been expanding overseas, like Hinduja Global SolutionsNSE 2.38 %. With 34 delivery centres in India, it grew in the US (eight centres), four in Jamaica, three in the UK and 10 in Canada (with buyout of On-line Support Inc) in 2013. Back then, chief executive Partha DeSarkar’s rationale was clear, "Given the political climate around protectionism across both the US and Europe, having a strong onshore presence is a good model. We have invested in those countries and created jobs." Last week, it acquired digital consulting services company Element Solutions in the US.

In the past two years Genpact made three strategic acquisitions in 2016, followed by three in the US last year (TandemSeven, BrightClaim and RAGE Frameworks), as well as five business acquisition transactions such as Birlasoft in India and Lease Dimensions. In the same period, EXL bought out Liss Systems for its insurance expertise, IQR and Datasource— US firms dealing with analytics—and, in December 2017, Health Integrated.

In effect, many of the erstwhile business process outsourcing (BPO) companies have trumped big brother India’s $69-billion IT services exports industry in two attributes — globalising through expansion and acquisitions and demonstrating non-linear growth through automation.

In other words, BPM firms have begun to grow revenue without linear increase in hiring. While this has been made easy as their headcount is far lesser than IT companies, there are more instances of non-linear growth. "There’s renewed interest in BPM as it gives a higher degree of revenue visibility, certainty and stickiness," says Singh.

"We don’t describe ourselves as a BPO company," Tyagarajan says. "We are a professional services company designing solutions for clients, to transform and run things for them."

Sounds like business as usual, but with more stars and stripes in their operations, BPM firms have found a way to make US senators pause to think how call centre jobs are really going out of America.

#contactcenterworld, @nasscom

Posted by Veronica Silva Cusi, news correspondent

Company LogoNASSCOM is the trade body and chamber of commerce of the IT-BPO industries in India. NASSCOM is a global trade body with more than 1200 members, which include both Indian and multinational companies that have a presence in India. NASSCOM's member and associate member companies are broadly in the business of software development, software services, software products, consulting services, BPO services, e-commerce & web services, engineering services offshoring and animation and gaming. NASSCOM’s membership base constitutes over 95% of the industry revenues in India and employs over 2.24 million professionals.
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Today's Tip of the Day - Auto Attendant Options

Read today's tip or listen to it on podcast.

Published: Tuesday, April 10, 2018

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2022 Buyers Guide Customer Experience (CX)

Page: 123

Improves customer experience by helping find the agent the right information within a click.

Abacus Cambridge Partners

Combining unmatched experience and specialised skills across more than 40 industries and business functions, Abacus works at the intersection of business and technology to help organisations meet their key priorities and create sustainable value for their stakeholders. Headquartered in the United Kingdom and offices in the United Arab Emirates, the Kingdom of Saudi Arabia, Pakistan and Egypt, Abacus has more than 800 global customers and over 2800 customer-focused employees working in 30+ countries.

We offer the following services:

Business Process Outsourcing
Customer Experience and Customer Relationship Management
Enterprise Resource Planning
AI & Robotic Process Automation
API M...
(read more)


Alvaria CXP
Alvaria CXP empowers enterprises to deploy contact center & customer self-service solutions on voice (IVR), text/messaging (chatbots), and mobile channels (disposable apps) with a design-once-deploy-anywhere approach. CXP Pro speeds up time-to-market, lowers customer service cost, lowers average handling time (AHT), frees agents from repetitive tasks, improves the customer experience through 24/7 availability, and increases first contact resolution (FCR). Deploy on-premise or in the cloud.


AmplifAI Performance Acceleration for Sales & Service
AmplifAI integrates all contact center data sources, and uses AI to drive personas which capture the metrics and behaviors of high performing agents, and then delivers actions to the organization to replicate the high performers. This process drives a sustainable and consistent agent improvement model that allows for faster speed to proficiency and improved performance across the call center resulting in improved productivity, sales and customer experience.

ARC Quality Solutions

Contact Center Observation Services
Remote Contact Center Monitoring Programs - Working closely with your staff every day can often take complete objectivity out of the picture when trying to evaluate quality and agent performance.

Telephone/Email/Chat Mystery Shopping - A well-planned mystery shopping program can yield invaluable data about how your customers view the quality of your contact center service interactions.

Competitor Analysis - ARC Competitive Analysis Programs are designed to objectively compare your company with your competition.

Customer Satisfaction Surveys - ARC’s Customer Satisfaction Survey programs are designed to provide you with an objective measuring tool for gauging the level of customer sa...
(read more)


BravaTrak is the High-Performance Coaching System for contact centres. It helps you increase customer experience while improving employee engagement.

It does this, by:
- Providing you with a customer experience coaching framework
- Turning your managers into High-Performance Coaches
- Giving you real-time visibility of your managers’ coaching activity

We’ve refined this system over the past 27 years, working with over 50 large organisations. It’s been tested and proven across inbound sales and service, and outbound sales and retention.

Whatever the nature of your channel, BravaTrak can help you avoid missing your customer experience targets, while improving employee engagement.

Britannic Technologies

INBOX: A place for every digital interaction!

INBOX allows any digital interaction to be blended into single or multiple queues with zero service interruption with implementation. Organising them by business context with smart tagging and search filters, the events can be automatically prioritised and categorised.

Automating the route to the correct agent or business orchestration rule. It also connects with all your social media channels, enabling you to respond and route accordingly in real-time.


Calabrio ONE Workforce Optimization
Calabrio is revolutionizing the way enterprises engage their customers with Calabrio ONE, a unified workforce optimization (WFO) suite—including call recording, quality management, workforce management, voice-of-the-customer analytics, and advanced reporting—that records, captures and analyzes customer interactions to provide a single view of the customer, and improve the overall agent and customer experience.

Call Adapt

Soundboard Software
Call Adapt is a cloud-based digital soundboard application designed for contact centers. It works with any type of call and integrates with your existing dialer system. Powered by smart audio technology, Call Adapt gives your agents the ability to converse with customers in real time using programmed keyboard shortcuts. The result is perfect pitch delivery and less time spent on repetitive tasks.


Outsourced Contact Center Services, Contact Center Consultancy Services
We offer a wide range of inbound and outbound services including;
-Sales, lead generation, market research, fundraising, appointment setting, collections, telemarketing, customer service, help desk, order taking, technical support. In addition, we provide omni channel support services such as chat & email support along with back office processing services such as transcription, data entry, Order management, E-Commerce order follow-up.

ComSys S.A.

CFront for Digital Communication Channels
CFront by Comsys is a state-of-the-art application that enriches contact centers with digital communication and collaboration capabilities. CFront is natively compatible with Aspect Unified IP and Cisco Unified Contact Center (UCCE/UCCX) platforms and connects them with all the major communication channels.
Comsys is a provider of οmnichannel customer engagement solutions that assist companies around the world in delivering unique customer experiences. For the last 15 years, Comsys designs and implements complex projects for clients from the outsourcing, financial services, telecommunications, and retail sectors. Comsys enjoys strategic partnerships with technology vendors like Cisco®, Aspe...
(read more)


Conectys delivers a wide range of customer experience solutions including customer service, technical support and virtual assistant solutions.

We provide omnichannel customer support services through phone, email, web tickets, live chat, social media, good old fax, and the latest mobile apps. From switchboard solutions, to customer and technical support, we have the outsourced call center service package to fit your requirements.

Connex One

The Connex One Customer Engagement Platform enables inbound and outbound interactions through a secure, cloud-based, omnichannel engine. The feature rich platform offers everything from AI and Automation to Workforce Optimisation, consolidating the customer journey into one place.

Consilium Software

Consilium UniRSM™
Many contact centers are providing critical services in these challenging times, with agents not only having to handle new customer situations, but also with agents often working alone from home without the face-to-face support of their supervisors and managers, who may also be working remotely. Trained and proficient agents translate into happy customers, with monitoring and coaching playing an important role in developing agents’ abilities. Consilium UniRSM™ is a perfect solution for this, where supervisors can perform real-time quality monitoring and coaching by dialing in from any phone with secure, role-based access.
Has your contact center moved to Cisco Jabber softphones for agents,...
(read more)


ContactEngine connects conversations across entire customer journeys with One Voice delivering exceptional CX and demonstrable business value for organizations around the world.

ContactEngine provides proactive customer service by helping your customers through the channels they’re most comfortable with. It aims to contact your customer before your customer contacts you.

Creative Virtual

Creative Virtual's V-Person virtual agent/chatbot technology and V-Person Live Chat™ bring together humans and AI to create conversations with customers and employees across touchpoints in a seamless, personalised way and at large scale. V-Person conversational AI solutions can be deployed across any channel (web, mobile, social media, messaging apps, voice, IVR, smart speakers, kiosks, contact centre, HR, service desk) in over 35 languages.

V-Person virtual agent/chatbot and live chat implementations are underpinned by V-Portal™, our knowledge management, workflow management and business intelligence orchestration platform. We use a hybrid approach of natural language processing (NLP),...
(read more)

CTMA New Zealand Ltd

Customer experience assessments and reviews • Customer experience baseline studies • Leadership training, coaching and events
Establishing a customer experience baseline:
Establishing a customer experience baseline helps to identify and quantify current sources of customer dissatisfaction, estimate potential returns on service investment and sets customer-driven improvement priorities for action and change.
CTMA’s customer experience assessments and baseline studies help to identify, justify and prioritise strategic and tactical improvement opportunities, and forge a solid foundation for change.

Leadership training, coaching and events:
The new urgency to get customer experience right, in a world recovering from a global health crisis, is placing even more emphasis on giving people the right skills, to do...
(read more)


Cross CRM is powered by Customer-Square,french firm specializing in customer-relationship and contact centers, since 2008 we help companies with a large customer capital to maintain, and develop.

Originally for our own needs, the CRM analytics services and Quality Monitoring provided by Customer-Square, we began to put CROSS-CRM.COM on the market in 2013.

CROSS-CRM manages daily interconnection with your CRM tools to centralize data and analyse CX on all channels, and is able to provide deep analytics insights.
The platform also provides Quality Monitoring, Speech Analytics and Survey tools to get a 360 view of your customer interactions.

We ended this features list in 2008 by add...
(read more)

Customer Touch Point

Engage To Influence
Customer Touch Point specialises in long-term and instant impact customer experience solutions for organisations worldwide, providing the tools and support they need to deliver effortless customer experiences. We are also the brand behind the powerful Engage to Influence™ methodology, which sits at the core of every single customer project.

By delivering real-time customer insight; designing customer journeys to positively influence behaviour; and implementing end-to-end technology solutions that provide a seamless experience across all channels, we enable our clients to improve customer experiences and reduce cost of contact at the same time.

Our solutions include:

• Contact Cen...
(read more)


CustomerCount is a feature-rich, cloud based survey solution providing intuitive real-time reporting, fast turnaround on requested updates, and detailed and dynamic data gathering capabilities to support process improvement efforts, build customer loyalty and improve your bottom line. Developed and managed by Mobius Vendor Partners, CustomerCount was initially designed for the timeshare and contact center industries and is now used by organizations across numerous different vertical markets and industries.
Page: 123



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