New Generation of MBAs

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Emerging market BPO Workers: the new generation of MBA talent. (keynote presentation from Connections 2012 hosted by MBA Focus)

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New Generation of MBAs

  1. 1. Emerging market BPO Workers: New Generation MBAsRicardo A. Lim AIMDean, Asian Institute of Management, Manila
  2. 2. Roadmap• BPO-ITES background• Working conditions• Resulting attitudes, expectations• New generation MBAs• Questions for education and management AIM
  3. 3. Recall Mary Teagarden• Global mindset: Glocal thinking (psychological, social capital)• Customer centricity• Alliance building and maintenance• Collaboration• Cross-Cultural literacy• Engagement AIM
  4. 4. Background • Offshoring, nearshoring: Emerging markets – USD 158 B market in 2010 – India, Philippines, Malaysia – Africa, S. America – Eastern Europe: Poland, Czech Republic, etc • BPO-ITES a large economic contributor – 640,000 employed; $ 10.9 B revenues – 16% growth; $25 B and 1.3 M people by 2016.ANC (2012); Amojelar (2012); Alava (2006) AIM
  5. 5. Engineering BPO IT, Software dev Value addition KPO Animation “Classic” BPO: Contact centersTranscription AIM
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  8. 8. Demographics Age: mean = 24, range 19-40 Depending on value added, high school to MA education Contact center pay: @ bottom salary is about USD 10k annual Training: service, product, “accent neutralization” trainingBird and Ernst (2009); AIM
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  13. 13. Working conditions in BPO/KPO • Long hours • Stress targets • Monotony/boredom • Unhealthy lifestyles • High turnover • AlienationDas (2012); Bird and Ernst (2009) AIM
  14. 14. Reality 7 am happy hour TurnoverFrom http://keithrull.com/blog/index.php/2007/09/all-about-keith/the-anatomy-of-a-filipino-call-center-agent/ AIM
  15. 15. Anatomy, continued (poetry) …“Of all the things you know Sleep is something foreign What makes a call center agent A luxury, treasure long forgotten so?” to compensate for lack of dreams I thought til dawn, hard and long Internet, Videoke and Starbuck’s Of what I knew and felt cream And finally it came to me- Some are fond of sailing other streams Let me share the anatomy: An itch that goes beneath the skin Nimble hands and faster fingers In this case, like attracts like Upon which cigarette butts linger Vampire couples enjoy the night A honeyed tongue, a way with And onto the most important part words The call center agent’s heart - Your arguments easily reversed A calloused thing, with many scars And don’t forget the selective ear (For loneliness leaves it marred) Deaf to curses but heightened to Deep inside – a single desire gossip That keeps it beating every night: An appetite for coffee and beer A better life for the family Though breakfast and dinner often Is worth any devil’s price! skippedFrom http://www.emanilapoetry.com/writersgroup/index.php/anatomy-of-a-call-center-agent/ AIM
  16. 16. Opportunities• “Battlefield” testing• Communication skills• Intercultural savvy, literacy• Excellent sales and service orientation• Virtual / tech savvy AIM
  17. 17. Resulting expectations/attitudes• Motivation• Balance• Loyalty• Time scale• Socialization• Adventure AIM
  18. 18. Recall Mary Teagarden• Global mindset: Glocal thinking – Self-assurance, energy• Customer centricity• Alliance building and maintenance• Collaboration• Cross-Cultural literacy• Engagement AIM
  19. 19. ++a few more skills(assuming BPO workers = new workers)• Motivation• Balance• Loyalty• Time scale• Socialization• Adventure AIM
  20. 20. Engineering BPO IT, Software dev Value addition KPO Animation “Classic” BPO: Contact centersTranscription AIM
  21. 21. Medicine? BPO Consulting? Advisory? Value addition Education? Engineering design IT, Software development KPO Animation “Classic” BPO: Contact centersTranscription AIM
  22. 22. De Luzuriaga, J. (2010) AIM
  23. 23. Prototype: newgen MBAs seek… • Social affiliation • Manifold motivation • Job enrichment • Life balance • Lifelong learningHoltbrügge et al (2011) AIM
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  25. 25. AIM practice• Cross cultural • Project management experiences and agile techniques• Social entrep field work • Negotiation (walkabouts) • Coaching• Managed internships • Story telling• Cross-pollinating the • Group sourcing MBA • Alliances• Improvisation, arts AIM
  26. 26. Questions for educators:how do you…• get MBAs to learn how to manage newgen expectations about loyalty, balance, etc? – implement AOL for all these abilities?• deliver newgen MBA learning in standard and non-standard ways?• leverage standard and non-standard networks to catalyze skills dev?• position students for potentially “non- glamorous” work? AIM
  27. 27. Questions for managers:how do you…• find and recruit right talent? – Innovate, experiment with atypical hiring?• evaluate “eclectic” CVs?• manage “normal” churn? – motivate, keep new MBAs?• coach and mentor for success?• enrich new MBAs’ jobs?• maintain a continuing pipeline of talent?• expand your networks out of the box? AIM
  28. 28. References• Alava, E (2006) Industry Report: the Problem Of Sustainable Competitive Advantage in Philippine Call Centers, Philippine Management Review v. 13, p. 1-20• ANC Network (2012) “BPO sector aims to be No. 1 in new markets” at http://www.abs-cbnnews.com/video/business/01/31/12/bpo-sector-aims-be-no- 1-new-markets accessed April 1, 2012.• Amojelar, D (2012) “Graveyard Shift Cause of High Turnover at Call Centers Says Dole “ http://www.interaksyon.com/article/28364 accessed 2 April 2012• “Anatomy of a Call Center Agent” illustration from keithrull.com/blog/index.php/2007/09/all-about-keith/the-anatomy-of-a-filipino- call-center-agent/• “Anatomy of a Call Center Agent” poem from www.emanilapoetry.com/writersgroup/index.php/anatomy-of-a-call-center- agent/• A.T. Kearney, various presentations• Bird, M. and Ernst, C (2009) Offshoring and Employment in the Developing World: Business Process Outsourcing in the Philippines, ILO Geneva• Business Process Association of the Philippines (BPAP various presentations AIM
  29. 29. References• Cook, R. (2009) How to Keep Contact-Center Agents, http://www.focus.com/briefs/5-causes-call-center-agent-churn-and-how-beat- them/ accessed April 1, 2012• Das, D. (2012) Intentions to Leave: An Empirical Study in Indian Call Centers, International Journal of Management 29(1): 368-378.• Holtbrügge, D., Schillo, K., Rogers, H., and Friedmann C. (2011) Managing and training for virtual teams in India, Team Performance Management 17 (4): 206- 223.• De Luzuriaga, J. (2010) From BPO to KPO: Cebu City Philippines. Tholons Philippines• Manuel, C.S. amd R. Ramos (2008) Work Organization and Work-Life Balance in the BPO Sector: the Experiences of Selected BPO Workers in Metro Manila• Sengupta, S. (2011). An exploratory study on job and demographic attributes affecting employee satisfaction in the Indian BPO industry. Strategic Outsourcing: an International Journal. 3 : 248-273. AIM
  30. 30. Thank you!Questions? AIM

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