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The Philippines to Remain Dominant even as Omnichannel Experiences become Critical

August 18, 2015

The rise of the omnichannel customer experience has brought with it many new developments. As companies work to make contact possible across a wider range of platforms, that has meant putting new focus on things like text messaging, social media, and a host of other capabilities. But even with the array of new changes impact how customer interactions are done, places like the Philippines are still a major source of activity for the customer experience, as said places work to embrace the new omnichannel world.

In a recent presentation from Frost & Sullivan—titled “Experience Management – The Key to Growth”—Tata Communications' president of mobility and collaboration Anthony Bartolo offered up a look at what was driving some of the best in call center operations. Bartolo revealed that the Philippines currently has two major components working in its favor to keep it a major force in customer service even as customer service changes: resources and momentum.

Indeed, Bartolo projected that the Philippines were likely to continue to play a substantial role in the customer service sector, thanks to a combination of great skills and historically-proven value. Bartolo offered further comment on this field, noting that that it “...goes beyond voice.”

Bartolo wasn't alone in this projection, as Frost & Sullivan's senior vice president for ICT practice in the Asia-Pacific region, Andrew Milroy, called the Philippines, “a hub of the customer experience and contact centers despite the evolution of the call centers.” Milroy noted that Frost & Sullivan's measurement of the call center was something of an evolving process itself, starting with call centers, and moving up to the high-end customer experience as it's known today.

Frost & Sullivan research showing that 32 percent of customers are sharing a customer experience—for good or ill—via social media, it becomes vital to make that customer experience everything it can be. The customer experience even has direct bottom-line ramifications. The research found:

  • 82 percent of customers will only buy from companies that make the process as easy as possible.
  • Over 40 percent are willing to pay as much as 20 percent more for a better customer experience.
  • Over 60 percent, meanwhile, are willing to pay more in general, so it becomes clear that the best in customer experience can yield clear gains.

This is good news for businesses planning to make upgrades to the customer experience. It is not always an inexpensive process as a fairly major upgrade to systems and corporate culture may be needed, but research shows the value of undertaking upgrades. This is something that traditional outsourcers have recognized and why major outsourcing centers in countries such as the Philippines and India, look to remain dominant.  

Edited by Peter Bernstein