Analysis of South Africa as a BPO Delivery Location - Business Trust

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The profile of services delivered from South Africa in support of international customerservice is shown in Exhibit III-3.Exhibit III-3Services Delivered from South African Contact Centres by SectorSectorProfile of Services SupportedTelecoms/ISPs/high-tech Inbound customer service including billing support (50%)Technical support (1st and 2nd level) (30%)Outbound sales and cross-selling (20%)Online retailing/home shoppingInbound customer service including delivery support and credit cardprocessing in support of online ordersInsurance Inbound customer service (70%)Customer retentions and renewals (20%)Cross-selling and up-selling (10%)Banking and other financial servicesMediaDebt collection services (both pre-90 days and subsequent debt recovery)Customer support including payment queries and processing andsubscription handlingIn line with the “onshore-equivalence” of South African contact centre services,the range of customer service delivered from South Africa typically goes beyond simplequeries to handling the full range of customer services, including complex queries.For example, CapQuest’s South African captive has 100 agents handling specialisttracing and debt collection covering UK customers. Similarly, iiNet handles the full rangeof its billing, provisioning, and technical support customer service from Cape Town, withthe dominant metric being net promoter score.14Location Selection Criteria and Reasons for Choosing South Africa forInternational Contact Centre ServicesThe principal reasons for choosing South Africa for international contact centre serviceswere identified to be (in order of number of mentions):• Time zone compatibility with UK and Europe• High level of cultural affinity between South Africa and UK and Europe and Australia• The attitude of agents towards contact centre work and a “natural” attitude towardscustomer service• The quality of agents in South Africa• The high acceptability of the South African accent in the UK, Australia, and US
International Contact Centre ServicesNelsonHallThe three main locations for delivery of BPO services from South Africa are:• Cape Town• Johannesburg• DurbanCape Town is currently the key location for delivery of international contact centreservices, while Johannesburg is a centre of expertise for financial services capability,and Durban is increasingly being considered as a location for delivery of contact centreservices, especially in areas such as technical support.In addition, lower cost locations such as Port Elizabeth are increasingly beingconsidered for domestic customer service delivery but currently lack the maturity to beused for international customer service delivery3ChapterExperience ofCompanies withCustomer ServiceDelivery fromSouth AfricaBBenefits Sought and AchievedOrganisations using South Africa for contact centre services are typically not looking forthe lowest cost location globally. Typically they are seeking onshore levels of customerexperience at a reduced cost.The benefits achieved by organisations using contact centre services for internationalcustomer service, typically to the UK and Australia, were stated to be, in order of numberof mentions:• Equal or better customer experience relative to onshore delivery• Cultural alignment with the UK and Australia• Cost savings (typically in the range 30% to 50%) compared to onshore service deliveryfrom the UK and Australia• Lower levels of attrition than onshore service delivery, with one organisation citing likefor-likeattrition approximately 60% of onshore levels for the same service• Ease of management relative to other offshore locations• Availability of agents high relative to equivalent availability in the UK and AustraliaNelsonHall 201115
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Analysis of South Africa as a BPO Delivery Location - Business Trust

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