Industry Research : Nasscom Starts BPO Reboot Exercise
IT-BPO industry body Nasscom will conduct a comprehensive study to capture perceptions about the BPO business among various stakeholders -academia, students, parents, employees, companies (voice, non-voice, integrated, pure-play and captive) and the general public.
The move follows complaints from the BPO industry-which TOI recently reported about-that little has been done to build awareness about the industry and its potential, and the fact that it is no longer the low end call centre business it started out as. Some believe this is the reason why the industry has lost some of its steam and why the Philippines has become such a powerful force in this space.
Tata Consultancy Services will do the study with the help of a third party on behalf of Nasscom. The study will focus on identifying key elements that attract people to the industry and those that put them off. It will be the first such industry wide survey, and will help the industry determine the messaging required to change perceptions among stakeholders and around the world.
K S Viswanathan, vice president for industry initiatives in Nasscom, said a group of industry leaders had unanimously felt the need to address perception challenges "when the aircraft is still flying and the engines are still on". He said the group has had several rounds of discussions with Nasscom on the re-branding issue. WNS, he said, would spearhead the branding initiatives. It's aimed at removing myths associated with the BPO industry - such as it being low-end work, involving night duties. The fact is, BPO today involves a lot of high end work in areas like finance, analytics, aviation, legal and healthcare.
The Nasscom BPO Forum has identified five thrust areas - a perception study, talent pool development, branding, travel cost optimization and streamlining of employment processes - for the industry. Some BPO firms have volunteered to lead each of these thrust areas on behalf of the industry. Also, several senior executives have opted to be part of the task force with the objective of sharing good practices, common methodologies, action plans, directions and implementation support.
Posted by Veronica Silva Cusi, news correspondent
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Published: Tuesday, June 26, 2012