assignment of madhulika

8/8/2019 Assignment of Madhulika

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ANLYSIS OF BPO INDUSTRY

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MADHULIKA KUMARI(15022)

SUBMITTED TO: SUBMITTED BY :

Respected Nitin Kr. Singh Madhulika Kumari

Faculty Of Marketing Roll No.: 15022

MIM,NOIDA Date : 04-12-2010


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Business Process Outsourcing (BPO) is one of the fastest growing segments of the

Information Technology Enabled Services (ITES) industry. BPO is for applying

existing technology to improve a process. The industry gives us the full facilities

that one can be needed.

The few motivation factors that why the BPO industry are gaining around in India.

By going through this factors one can definitely come to know by BPO industry

are playing major role in India. The motivation factors that BPO industry isgaining are 1)advantage of factor cost 2)economy scale 3)business risk mitigation

4)superior competency 5)improvement utilization.

BPOs are giving better services to customers that one can familiar with this

industry. BPos are offering different types of services to the customer and they

are:

1) Customer support services: In this service if the customer had any quiresthrough multiple channels including voice-mail and chat on a 7 days 24 hours in

365 days basis.

Example of servicing: Customer calling to check for information on products and

services, on their order status, to verify their account status, to check their


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reservation status etc.

2) Technical Support Services: BPOs are offerings to the customer include round-

the-clock technical support, any services related to the customers and computer

hardware, software and internet infrastructure manufacturing companies.

Example of servicing: Customer gets a benefit to resolve a problem with their

home computers, a problem with their software by just calling to their ISP.

3) Services of Telemarketing: By outsource telemarketing service one can direct

target the interaction with potential customers either for generating interests in

products and services. All the customer base services are to be done online.

Example of servicing: Outbound calling to sell wireless services, to retail

households to sell leisure holidays, to existing customers to sell a new card for

mobiles, to sell credit or debit cards etc.

Besides this BPOs industry are giving many of services like Employee IT Help-

desk Services, Insurance Processing and many more. BPos are giving better

services to the employers also but for employers the training is a very importantaspect of the ITES-BPO industry.

There is so much euphoria about the BPO business that it almost seems too good

to be true. New customers land in Bangalore every day, new companies are openedevery month, and existing ones are growing at an unbelievable pace.

The government is in favour, the media loves it, college graduates think it's cool,and middle management professionals now have a new career option move over,IT industry -- BPO is here!

There is, of course, good reason for this optimism. BPO represents a newcommercial paradigm for international trade in services and India's [ Images ]unique positioning makes it a beneficiary of this tsunami that we all sense coming


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global. These companies are mostly from United states of America, UnitedKingdom, Switzerland and others.

Inspired by the Indian IT-ITES success story, several other locations have been presented as alternate options for offshore outsourcing. However, feedback

received from several MNCs having multi-country operations as well as syndicatedanalyses comparing the various sourcing locations has revealed that Indiacontinues to offer and deliver the best bundle of benefits sought from globalsourcing.

With significant potential still untapped, it is expected that the global sourcingphenomenon will continue to expand in scope, scale and geographic coverage. As

global delivery matures, multi-location strategies will become the norm and mostsourcing destinations, including emerging locations, will grow in size. Building onits existing strengths, India will remain the leading destination and will continue to

play an important role in most global sourcing strategies.

Credit for Indias rapid growth in the IT software services and ITES/BPOdomains must go in part to the availability of a robust infrastructure (telecom,

power and Roads) in the country. Relevant telecom facilities are an important

prerequisite for the success of the software industry and over the years, theGovernment has taken steps to ensure that telecom remains a priority area.

Similarly, regular, reliable, uninterrupted power, a major necessity for running ITsoftware and services businesses, has also received substantial attention from theGovernment. Recent steps to privatize the distribution of power and bring ingreater efficiencies and customer centricity in the market, have been welcomed bythe ICT industry.

The overall roads and highways scenario in India has also witnessed majorimprovements over the last few years. Most cities and fist and second tier townsare connected and interlinked to each other. Major investments have gone into thedevelopment of highways, both on the side of the central and state Governments.Clearly, the Indian Government has understood the importance of infrastructure toindustries such as IT and created a conducive environment for its development andexpansion.


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Customer Support Services

Customer service offerings create a virtual customer service center to managecustomer concerns and queries through multiple channels including voice, e-mailand chat on a 24/7 and 365 days basis.

Service Example: Customers calling to check on their order status, customerscalling to check for information on products and services, customers calling toverify their account status, customers calling to check their reservation status etc.

Technical Support Services

Technical support offerings include round-the-clock technical support and problemresolution for OEM customers and computer hardware, software, peripherals andInternet infrastructure manufacturing companies. These include installation and

product support, up & running support, troubleshooting and Usage support.

Service Example: Customers calling to resolve a problem with their home PC,customers calling to understand how to dial up to their ISP, customers calling witha problem with their software or hardware.

Telemarketing ServicesTelesales and telemarketing outsourcing services target interaction with potentialcustomers for prospecting like either for generating interest in products andservices, or to up-sell / promte and cross sell to an existing customer base or tocomplete the sales process online.

Service Example: Outbound calling to sell wireless services for a telecom provider,outbound calling to retail households to sell leisure holidays, outbound calling to

existing customers to sell a new rate card for a mobile service provider oroutbound calling to sell credit or debit cards etc.

Employee IT Help-desk Services


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Employee IT help-desk services provide technical problem resolution and supportfor corporate employees.

Service Example: of this service include level 1 and 2 multi-channel support acrossa wide range of shrink wrapped and LOB applications, system problem resolutionsrelated to desktop, notebooks, OS, connectivity etc., office productivity toolssupport including browsers and mail, new service requests, IT operational issues,

product usage queries, routing specific requests to designated contacts and remotediagnostics etc.

Insurance ProcessingInsurance processing services provide specialized solutions to the insurancesector and support critical business processes applicable to the industry right

from new business acquisition to policy maintenance to claims processing.

Service Example:

New Business / Promotion:

Inbound/outbound sales, Initial Setup, Case Management, Underwriting, Riskassessment, Policy issuance etc.

Software industry in India is represented and supported by NASSCOM (TheNational Association of Software and Services Companies). Currently, more than1000 information technology companies in India are members of NASSCOM.

We have taken their most recent report on the top third party ITES-BPOcompanies in India, for the year 2005-06 as the basis of our selection. Their

ranking was based on revenues. The Nasscom report had listed 15 companies andwe are providing this longer list too, at the end of this report.

As per the Industry fact sheet published by NASSCOM, the Indian ITES-BPOsegment grew at 37% in 2005-06 (ITES-BPO) and the exports are expected tocross US$ 9 billion by end 2007.

1. Genpact: Spread across Asia, Europe and America, Genpact is a globalBPO service provider. Its biggest presence is in India, with nearly 20,000employees. Formerly known as GE Capital International Services, Genpact


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was set up by Pramod Bhasin in 1997 with 300 employees and presently hasfacilities in India, China, Europe and North America. It offers a wide rangeof services, from content management to Banking and Insurance.(http://www.genpact.com/)

2.WNS Global Services: Starting as a call center for British Airways in 1996 inMumbai, WNS has grown through strategic acquisitions to become a leading BPOservice provider in areas ranging from Healthcare and Finance to Research andCustomer Service. Warburg Pincus is a majority shareholder in the company. Thecompany issued ADRs (American Depository Shares), which commenced tradingon the New York Stock exchange in July 2006. The company raised US$ 255million through this route. The revenue for the quarter ended June 30, 2006, wasUS$ 53.0 million, up 3.6% from $51.2 million, in the same period in the previousyear.

3.Wipro BPO: The Company is well known as a leader in CRM and back officetransaction processing BPO. Some strategic reorganization was resorted to in 2005and it moved from being a totally voice-based service provider to a mix of bothvoice and non-voice-driven business. Its services include Mortgage Processing, toHR Processing and Data Management.

4.HCL BPO: Starting operations in 2001, HCL BPO services has become one ofHCLs most important business units. Serving over 450 clients worldwide, 15% of

which are Fortune 500 companies, HCL BPO covers Insurance, Financial Services

and Retail. It operates from eight units across India, UK and Malaysia and evenoffers services in languages other than English.

5. ICICI OneSource: Promoted by the ICICI group, ICICI One- Source stands upto its name and provides BPO services covering almost all industry verticals likefinancial services, retail, media etc. The contact center services accounts for over70% of its current business. It has 12 delivery centers based across India, NorthIreland and the US.

6. IBM Daksh: This is a company to watch out for! From 6000 employees in2004, when IBM acquired it, Daksh presently has over 20,000 employees. Thecompany is able to leverage the expertise of IBM in the areas of research,development and consulting to offer unique solutions. A case in point is its text-analytic tool called ProACT that automates customer surveys analysis. This is

being tested by many telecommunication companies, effecting a substantial


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savings for the company as the number of subject matter experts needed to executethe work gets nearly halved. It has 12 delivery centers spread across India, four inGurgaon, two in Bangalore, one in Mumbai, Pune, Kolkata and Chandigarh andtwo in Manila, Philippines.

7. Progeon, (now known as Infosys BPO): Promoted by Infosys in 2002, Progeonseems to be coming to the limelight, going by the string of recognitions it has beenwinning the Business World, a business magazine published in India has rankedit 4th most respected amongst BPOs in 2006. The NASSCOM survey ranks it the7th best BPO on the basis of 200506 revenues. The International Association ofOutsourcing Professionals (IAOP) has ranked Progeon 5th, out of 35 RisingStars, in its Global Outsourcing 100. Its revenue went up from less than US$ 4million in 2003 to US$ 85.5 million in 2006. The net profit jumped from amarginal loss in 2002-03 to a profit of over US$ 21 million in 200506. Only

around 18% of its turnover is from voice related services, the rest coming fromdata related business processing

8.Aegis BPO Services Ltd.: Aegis BPO is an Essar group company and has over2 decades of experience. It is a recognized leader in Customer care andacquisitions. Headquartered in Irving, Texas, it employs over 9000 people(between India & USA) and has over 24 delivery centers. The company providesservices across verticals like Retail, Energy, Education, Telecom and FinancialServices. (www.aegisbpo.com)

9.EXL Services Holding: Incorporated in Delaware in 1999, EXL is one of theleading providers of value-added offshore Business Process Outsourcing solutions.It boasts of a client base of over 1000 and employs over 7000 people. It has 5delivery centers between Noida and Pune. The Research and Analytics services is arelatively new add on and its acquisition of Inductis in July 2006 will help it makeits presence stronger in this area.

10. 24/7 Customer: Set up in mid 2000, this company presently has over 7000

employees across 9 global delivery centers. Headquartered in Los Gatos,

California, it strives to be customer- centric. The company has developed aCustomer Life Time Management System, which can provide value to manyorganizations.


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Wipro BPO is one of the top most BPO companies

in India and is also counted amongst the top five BPO companies in the world.

Wipro BPO has its branches in all the major metropolitan cities of the India whichincludes Chennai, Bangalore, Delhi, Mumbai and Kolkata. The BPO sector ofWipro has employed a large number of people and is also employing a lot of

people. Mostly the youth are employed in the Wipro BPO. The main criteria ofemployment is that the employee should be able to do night shifts. Mostlyundergraduates are a part of this sector. As the young generation is employed, theWipro BPO is delivering excellent services as well as measurable value to thecustomers.

The excellent services offered by Wipro BPO is due to various factors. Thisincludes things like Integrating technology with BPO, Business process re-engineering and Knowledge services. Wipro BPO is one of those companies which

offers quality services and innovation. This is also one of the main reasons of itsexcellent services. Some of the best people in the field are a part of the WiproBPO. The excellent manpower is also one of the major points of its success. The

people of this company also have the proper domain knowledge. They also offercustomized services to the clients. The service offered by them are also flexible aswell as cost effective. The major clients of the company are from USA, UK,Switzerland and others.

It was in the year 2000, that Wipro BPO gained a lot by acquiring the Spectramind.The Wipro BPO also gets a lot of help from the Wipro Technologies which is alsoa major part of Wipro. The combined efforts of Wipro BPO and Wiprotechnologies have made it one of the best BPO companies in the world.


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There are around 19,000 people working under the banner of the Wipro BPO. Thenumber of people are increasing at a great pace. All these people operate from the9 different locations not only in India but also in Europe. There are various fieldsin which Wipro BPO offers services. These include Travel and Hospitality, Hi-

Tech Manufacturing,Banking and Capital Markets, Insurance, Telecom andHealthcare sectors. Wipro BPO is one of the companies which offers services because it has expertise in different fields. These fields include Finance &

Accounting, Procurement, HR Services, Loyalty Services as well as KnowledgeServices.

Wipro BPO is one of those companies which has been rated as the Best EmployersIn India. In the world it ranks the 25th best employer. This survey was conductedon around 230 Companies which were from the filed of IT Services,manufacturing, Public Sector Undertaking, banking, and FMCG sectors

participated..

Some of the awards won by Wipro BPO in the year 2007 includes:

y Winner of 2007 Global BPO Standard Bearer Awardy Winner of 2007 Global F & A Excellence Awardy Winner of 2007 Global KPO Excellence Awardy Winner of 2007 Global BPO Standard Bearer

Customer Service Technical Help Desk Finance & Accounts Outsourcing Human Resources Outsourcing Procurement Outsourcing Specialized Services


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Customer Service :For any successful business, it is important to provide

customer support by giving a quick and accurate customer response. Wipros

Business Process Outsourcing (BPO) Customer Support helps to achieve this goal

by dealing with volumes of such responses and providing enhanced value services

to customers as per their specific requirements. We deliver the following Customer

Support Services based on the specific needs of your business, buying behaviors

and communication preferences.

Order FulfillmentQuery ResolutionResponse to Inquiry or FeedbackSubscription ServicesPre-Sales Post-Sales & Order FulfillmentProduct Inquiries

Order TakingDocumentation & Payment QueriesPost-Sales Product Support

Technical Help Desk :Wipro Business Process Outsourcing (BPO) Tech

Support is a center of providing excellent, quality Technical Support and BPO

Services to IT organizations globally. We have over 6 years experience in

helping clients slash support costs, boost user satisfaction and enhanceproductivity.

Technical Support BPO solutions include,

E-mail Technical SupportInbound Telephone Call Technical SupportInbound Customer Service Telephone Call Support


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We have strong domain knowledge and experience in providing technical solution.Our Level 1 Technical Support leverages benefit of our robust infrastructure andour technical and IT expertise.

Wipro has a 24x7 Help Desk that provides complete customized support solutionsincluding,

Multi-Channel Support Solution: Voice, E-mail, Chat, WebEnabling Tools: CRM, Knowledge base, Remote Diagnostics

Finance & Accounts Outsourcing :In a competitive global environment, Finance and

Accounting function is the most essential fundamental of any enterprise.This ensures effective operations with requisite compliance and controls,

balancing expense vs. growth, reducing the cash cycle and maximizing ROI.

Hence, companies are channelizing their finance function to achievesuperior results. IT rationalization, resource optimization and innovativedelivery model facilitates Finance and Accounting Outsourcing to becomethe desired financial transformation strategy .

Wipros Finance and Accounting (F&A) Outsourcing has pioneered thefinance and accounting solutions by integrating domain expertise, global

delivery network and technology solutions. Wipro assists in identifying,transitioning, transforming, executing and continuously adding value to

finance and accounts processes through a low-cost Business ProcessOutsourcing (BPO) services model, without compromising on quality andcompliance. Wipro Finance and Accounting BPO understands that our

partners want a provider who would be able to attain:

Operating cost reductionWin-win transformation modelScalable and Sustainable servicesContinuous improvement/innovationTransparency and partnership driven business approach

Human Resources Outsourcing :Services/products portfolio management has driven

organizations globally to rethink their service delivery strategy. They arelooking at solutions to assist them in consolidating segmented HR processesof various branches, maintaining quality and compliance. Therefore, supplierconsolidation/rationalization is being thoroughly analyzed as a means to gain


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economies of scale, reduce overall cost and speedily implement new efforts tomeet shorter term business needs.

Wipro Human Resources Outsourcing (HRO) practice has substantial

capability to support the full spectrum of HR service offerings. These aredelivered through a combination of certified domain experts, proven transitionmethodology and quality driven operational execution, which is integrated

with apt technology enablers. Wipro understands that our partners need aprovider who can attain:

Lower operating costSpeed to market

Scalable and sustainable servicesContinuous improvement innovation Wipros HR Business Process Outsourcing thought leadershipBuilding transformation led and technology enabled Shared Service CentersPromoting enhanced use of HR self-service in client organizations

Expanding the HR BPO portfolio, geographically and functionallyEngaging with more transformational engagementsExpanding language services (Wroclaw, Shanghai, Cebu, and Bucharest)Continuously improving via Six-Sigma and Lean initiativesLeveraging HR domain skills and process knowledge HRO ServicesShared Services:Our global service delivery model includes a mix of local, regional and offshoreservices coupled with captive local and remote shared services centers.

HR Consulting Services:We deliver business process efficiencies through a combination of processtransformation, outsourcing, and usage of technology platforms. These servicesinclude Process HEAT MAPPING, Gap Analysis, Performance Metric Analysis& Benchmarking, Process Controls Review and Risk Management, Improvement

benefit summary and Roadmap Design, Business Case Development, ProcessConsolidation, Change Management, etc.

HR Transformation:This is a planned execution of completely changing the way HR is organized andthe way services are delivered to HR customers. These changes include internaltransformations, Broad HR Outsourcing or Point Solution Outsourcing. This helpsemployers reduce costs, free up resources to focus on strategy and businesscustomers, and to improve service.


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Procurement Outsourcing :Procurement Outsourcing at Wipro is the turnkey

solution to Supply Chain Management; right from product sourcing to delivery, the practice provides an end-to-end solution to our customers.

Wipro offers complete procurement management of the Source-to-Pay lifecycle.We deliver transformational Source-to-Pay Procurement Outsourcing Services forcompanies in diversified industry segments, thereby helping our clients converttheir fixed costs to variable costs and improve profitability, service levels and

internal client satisfaction to reach such scales of productivity that are benchmarksfor the rest of the industry.

Wipro believes that Procurement Outsourcing is a natural extension of FinancialServices Outsourcing. Through optimal, seamless solutions, our clients enjoy the

benefits of offshoring their financial back office functions where the point ofprocess origin is the requisitioning of an indirect material or service, and finish the payment of the related supplier invoice. This capability of providing trulycomprehensive Purchase-to-Pay solutions is why we allude to our offerings as

next generation Business Function Outsourcing, rather than just BPO.

We bring deep expertise and experience across a wide range of niche categoriesand services, using cutting edge tools, technologies, information management

practices, and highly integrated and streamlined processes. Our clients benefit fromour economies of scale. They improve their control and visibility over theexecution of non-core processes and poorly managed spend categories. Ourunique, tailor-made solutions consistently deliver the best and return on investmentfor them.

With customized solutions tailored specifically to their needs, our clientsexperience reduced supply and operational costs, improved compliance, enhanced

performance and cycle times.


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Specialized Services :In these competitive times, Wipro deals with a host of clients

who may have specialized needs when it comes to Business Process Outsourcing.

Along with these needs comes the realization that your organization has to have areliable, honest and knowledge-driven partner who can understand and initiate the

execution process for your requirements. It is here that Wipro comes in offering

specialized services like Knowledge Process Outsourcing (KPO) and Legal

Process Outsourcing (LPO) for your business.

Wipro has raised the bar when it comes to delivering services for industries that

depend on accurate, strategic and immediate information that would be critical to

their operations. You can be assured that the security, accuracy and the

commitment that Wipro provides can bring you the right results on demand. Our

knowledge-driven Specialized Services include,

Knowledge Process Outsourcing (KPO)

Legal Process Outsourcing (LPO)

Technical support services :Technical support is becoming a key

differentiator for technology product companies as it has been established beyond

doubt that the quality and coverage of tech-support provided by the companies

influence customers buying decision and brand loyalty.

BPO Technical support centers are often the eyes and ears of technology

companies as it is through the tech support centers that they come to know about

the issues that the end customer is facing and get opportunities to enhance their

product.

Today Wipro provides support for products and services of technology

organizations, offering technical assistance to their end users in both the enterprise

(B2B) and consumer (B2C) space. We have 8500+ technical engineers in the

Business Process Outsourcing (BPO) technical support group supporting 20


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customers across various languages and technology domains through a global

delivery model, across multiple country locations.

Wipro offers a global delivery model to service the remote support needs of

technology product companies using several channels (voice, e-mail, web chat, e-

services etc.) on a 24x7 basis. We currently handle more than 12 million customer

calls and in excess of 2 million e-mails a month and have experience of

transitioning multiple processes across our 19 global technical support centers.

Wipros Business Process Outsourcing division serves a large number of

technology product companies in the area of Storage, Software Products and

Tools, Compute and Peripherals, Networking, Telecom and Service Providers,

and Semiconductors by supporting their end customers (both enterprises and

consumers) across multiple levels of support (from Level - 1 to Level - 4).

Wipro acknowledges that the rhythm of enterprise and consumer support are very


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different and this differentiation comes in due to a number of factors namely,

profile of the end user calling in, complexity of the product being supported,

implications of downtime, business/mission criticality of the product etc. To

address the different needs of these two markets, Wipro has experts from both

these domains who have rich experience of proposing and delivering businesssolutions to clients.

Support is provided for Hardware, Software, Infrastructure, Applications and

Tools. Wipro has experience of providing support to end users using various

mechanisms ranging from remote support, proactive support, field support and e-

services. Remote support being our core competence, can be delivered using

multiple channels of support namely phone, e-mails, web, chat and in 15 different

languages including French, German, Spanish, Italian, Cantonese, Mandarin,

Russian, and others.


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Wipro BPO provides Technical Support Services to

the enterprise customers of a number of top global technology product and

services companies. Enterprise support has 4 key imperatives, namely - productcomplexity, the profile of the end user, the associated delivery challenges and to

ensure availability on a 24x7 non-stop basis.

Product complexity - Enterprise products are complex and often

mission/business critical in nature. Hence it is essential that the support team

should have a high degree of technical expertise in order to provide quick

response and relief in case of snags.

Supported customers - While dealing with enterprise customers, it is very likely

that the customer might be more knowledgeable on the product than the team

supporting the product. It is understandable that such customers would have a

low threshold towards technical inadequacies at the support center. It hence

becomes imperative to "talk technical" from the word go.

Process and talent retention - Enterprise technical support would always throw

up new situations and challenges for the support team. More often than not,

scripted processes do not serve the purpose and the engineers need to be flexible

and should think on the fly in order to provide solutions. Over a period of time,

the engineers also develop a lot of tacit knowledge and retaining talent hence

becomes very critical to ensure the success of a technical support program.

Availability - It is crucial to ensure the availability of such products on a 24x7

basis as a downturn may result in serious losses because of the mission/business

criticality of the products.

It is also important that support service providers understand and acknowledge

the difference between supporting enterprise and consumer end customers and

have enough experience and well defined processes to handle the challenges of

each of these environments.


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With the experience of supporting multiple clients for their enterprise support

needs, Wipro has in-depth understanding of the enterprise support space.

Technology know how, mature and proven processes and experienced work force

adept at handling enterprise end users gives Wipro the edge to deliver best in

class enterprise support.

Millions of consumers across the globe buy

technology products for which they demand technical support. Consumer support

has a different rhythm to it and hence the corresponding challenges are unique as

well. At Wipro, we focus on the following imperatives to consumer support:

Support base - The end users can be students, working professionals, or

housewives who may not be tech savvy. They can also be finicky about the

accent in which the support agent is talking. Hence the user delight is not a factor

of technicalities but that of the "look and feel experience". Wipro gives focus to

cultural sensitivity and accent alignment of the support engineers with the

supported geography and target segment. Multi-lingual as well as multi-location

capabilities give Wipro the added advantage to provide near native language

experience.

Supported products - The complexity is not a challenge here as the products

would typically be of medium to low complexity in nature. A lot of consumer

technical products present a lot of up-selling opportunities. Hence it is important

that the support team leverages any cross selling/up selling opportunities along

with the basic service of providing technical assistance. At Wipro our approach is

not only to provide best in class Technical Support Services, but also to add to

our client's revenues through the technical support centers.

Delivery - The consumer support industry is highly process driven. A standard

operating procedure (SOP) needs to be developed, implemented and followed

religiously. There is also a need to review the SOP from time to time to ensure

that the one being followed is indeed the best fit as per changing consumer needs.

Hence, at Wipro we lay emphasis on the process rigor and impart adequate


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