Quality of BPO services gains prominence in India

CHANDIGARH, INDIA: The first day of e-Revolution 2009, a two-day event organized by Nasscom and TiE, included a panel discussion on ‘Aligning BPO Opportunities in the Domestic Market: Taking the Next Step’.

Rohit Kumar, deputy VP, Vertex, India and Anil Modi, head, marketing, Aegis BPO participated in the discussion that was moderated by Navin Agarwal, executive advisor, KPMG.

Speaking about the status of the domestic BPO market in India, Modi informed, “Currently, it’s a $2 billion market and has grown at a pace of 41 per cent, which is quite commendable. The key drivers for this growth have been, rising demand for subscriber services, increasing use of credit cards, more transactions happening via plastic money, and the penetration of the telecom industry.”

In such a scenario, the proximity and quality of BPO services gains prominence, especially, in India which is characterized by diversity, he said. “Hence, lingual diversity also becomes an important aspect. This needs to be addressed at the training stage itself.”

Kumar of Vertex, India talked about the need for convergence in the services being offered. “Our objective is to create a one-stop shop whereby customers can interact via email, phones, telephony based, and even kiosks. This has been successful in the UK and the US, and we are trying to bring this to the Indian market as well,” he informed.

Kumar further stated that the domestic BPO industry has various best industry practices that can be replicated from the West and customized to suit the Indian market conditions.