Industry Research : Need for Advanced Analytic Technologies Drives Outsourcing Market in Brazil
Enterprises are increasingly turning to third-party contact centers as demand for instant communication solutions and integrated end-to-end customer relationship services intensifies. New analytic technologies that lead to the development of better value-add services will ensure the steady growth of Brazil's customer relationship management business process outsourcing (CRM BPO) and contact center outsourcing services market.
New analysis from Frost & Sullivan's, Update on the CRM BPO and Contact Center Outsourcing Services Market in Brazil, finds that the market earned revenues of more than $5.42 billion in 2011 and estimates this to reach $16.21 billion in 2018.
The wide use of social media as a real-time communication channel among businesses and their clients is fostering new customer relationship strategies, increasing the relevance of contact center outsourcing services for customer experience monitoring.
"Companies are looking to tailor their communication tools to cater to different generations of consumers with a variety of profiles and channel preferences, which include phones, emails, social media and text messages," said Frost & Sullivan ICT Industry Analyst Daniela Scalco Pineiro. "Contact centers that capitalize on this opportunity and leverage their marketing intelligence to unwrap new service portfolios are gaining popularity."
Regulations such as the National Orientation Program for Consumer Protection Institution (PROCON) that establish strict policies for improved processes, promote better quality of customer service, and apply sanctions for non-compliant organizations have accelerated market expansion. Though the regulations have increased operational costs, contact centers' technical expertise and professionalism have also improved, enhancing customer experience.
Despite these efforts by contact center providers to better their expertise and expand their value-added service portfolio, many enterprises still opt for less expensive business-as-usual models. The perception that contact center services are a non-strategic and operational resource curbs adoption and dissuades vendors from developing further solutions.
Medium and small-scale providers, in particular, face additional pressures, as the presence of several market participants has intensified competition and reduced business profitability. This cost-sensitive environment has led to a decrease in employee salaries, resulting in high turnover rates and low service quality. Greater client bargaining power also limits revenues.
"To stay ahead of their peers, contact center operators must diversify their portfolio and focus on enhancing customer experience," noted Scalco Pineiro. "New advanced analytic technologies such as emotion, text and speech recognition, which will enable vendors to better understand end-customer needs and anticipate future requirements, will open up avenues for revenue generation."
As they discover more profitable value-add services, contact centers will become enterprises' strategic marketing intelligence partners for business growth.
Update on the CRM BPO and Contact Center Outsourcing Services Market in Brazil is part of the Contact Centers & CRM Growth Partnership Services program, which also includes research in the following markets: Asia-Pacific Contact Center Applications Market, EMEA Contact Center Systems Markets, and Latin American Contact Center Application Markets. All research services included in subscriptions provide detailed market opportunities and industry trends evaluated following extensive interviews with market participants.
Posted by Veronica Silva Cusi, news correspondent
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Published: Wednesday, February 27, 2013