Industry Research : RI Needs More Contact Centers
July 11, 2013 -- Indonesian companies and government institutions may need to establish more contact centers to receive enquiries and complaints from the public.
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Andi Anugrah, the chairman of the Indonesia Contact Center Association (ICCA), said the number of contact center agents, which was only about 120,000 agents, was still too small to receive customers’ complaints.
"This number includes those working in-house as well as in outsourced contact centers," he said, adding that up to 70 percent of these agents worked at outsourced contact centers that handled a variety of clients. "Yet, overall, the banking industry remains the biggest user of contact centers, with approximately 20-30 percent of agents affiliated to banks," he told The Jakarta Post recently.
He said telecommunications operators were the second largest contact center users, with 15-17 percent of all agents doing work for operators. He further pointed out that as these industries grew, so would the demand for contact center agents.
"The contact center industry is predicted to grow by 20-22 percent this year, repeating the growth it saw in the previous year," he said.
He added that a future driver of the contact center industry, worth at least Rp 11.5 trillion annually, was social media. "Now, contact centers are providing services in which they look out and reply to messages or posts customers leave on social media networks, such as Facebook and Twitter," he noted.
Many retail and consumer goods companies have created accounts on popular social networking websites to enable customers to send feedback and comments. "The emergence of social media necessitates contact centers to re-skill their agents," he pointed out.
However, he noted that the number of contact centers and contact center agents in Indonesia was far too low compared to the country’s market size.
"Ideally, the amount of contact center agents was equal to 5 percent of the total population of a country," he said.
Based on a study by McKinsey, the consumer class in Indonesia alone amounted to 45 million people in 2012, and would triple by 2016. Andi added that the paucity in contact centers in Indonesia had placed the country behind other Southeast Asian nations, such as the Philippines and India.
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"The Philippines has approximately 500,000 contact center agents serving a market population of more than 90 million people," he said, adding that the Filipino contact center industry contributed roughly 5 percent to the nation’s gross domestic product (GDP).
A report by Channel NewsAsia wrote that the Philippines had replaced India as the contact center capital of the world, with industry leaders in the Philippines predicting that the industry would be worth US$15 billion by 2016.
Andi added that foreign companies had been outsourcing their contact center services to the Philippines because the government had built the necessary infrastructure needed by the industry.
Posted by Veronica Silva Cusi, news correspondent
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