Aegis Insight Newsletter Vol. 6 - Experience. We make it easy

1. Case in Point Global Footprint
G lobal Headquarters C ountry Headquarters C enters
Enriching Customer Experience Through
"Service Excellence"
THE CLIENT The traditional call center approach was challenged by Aegis’ highly
Saudi Telecom Company (STC) is the largest telecom efficient business models that guarantee excellence scientifically
operator in the Middle East providing full-fledged and objectively. Thus leading to improvement in CCC customer
telecommunication services. Apart from being the leading resolution scores within the desired thresholds UK:
> Manchester
national provider of telecommunication services in the
US:
Kingdom of Saudi Arabia, It is also the first operator in Saudi As a nascent brand, CCC had to also manage employee > Irving, TX (2)
> Killeen, TX
Arabia to offer, mobile and data services. The company owns apprehensions, considering they were pivotal to ensure the right > Port St. Lucie, FL
> Fairmont, WV
a huge infrastructure of communication networks and works customer experience. Hence, CCC took several measures to retain, > Joplin, MO Philippines:
> Sierra Vista, AZ > Baguio
UAE:
in 10 different markets through its subsidiaries and affiliates. train and motivate its 500 + employees across its centres. > New York, NY > Dubai
> Cebu (2)
> Los Angeles, CA > Manila (3)
STC has access to more than 100 million subscribers. Costa Rica:
Saudi Arabia:
> San Jose Sri Lanka:
CCC employees were trained at different Aegis centres for imbibing > Riyadh
> Colombo
> Jeddah
CUSTOMER CHALLENGES global work practices. In addition, skill enhancement and India:
> Noida
STC had enjoyed the status of a solo operator in Saudi cross-cultural training was provided to optimize process performance, > Gurgaon
> Lucknow (2)
Arabia for a long time. From the mid 2000’s however, newer CCC reinforce employee belief and ensure transfer of Aegis’ best > Hyderabad New Zealand:
> Auckland
> Bangalore (3)
South Africa:
players, including Mobily and Zain, entered the market and practices across its centres and processes. This improved customer > Johannesburg (2)
> Hazira
Argentina: > Ahmedabad
began competing in the Saudi Telecom market. Though and employee experience using an outside-in approach. CCC also > Tucuman > Pune Australia:
> Cordoba > Mumbai (2) > Melbourne (3)
STC continues to be the market leader, the company is carried out a well-orchestrated marketing and media campaign to > Bahia Blanca > Kolkata (2) > Sydney
> Mar del Plata > Jamshedpur
aware of the need to provide a differentiated customer build the CCC brand in the Saudi market. > Buenos Aires City (2) > Bhopal
> Srinagar
experience to maintain this position. STC chose Aegis as its
partner to implement what the company believes to be a Through Aegis’ rich integration and delivery expertise and STCs
game changing initiative, after a rigorous and elaborate leadership in the region, CCC was able to provide a CLM solution CORPORATE HEADQUARTERS Contact Information
selection process. involving out of the box process optimizations and vertical-specific Aegis Limited India and Sri Lanka : +91 40 6616 6220
features and functions, exclusively designed to deliver top notch Essar House, 13th Floor Philippines : +63 2 885 8000
AEGIS APPROACH services to STCs end customer. 11 KK Marg, Mahalaxmi
North America : +1 877 892 3447
To service this strategic requirement, Aegis and STC formed Mumbai – 400 034
South America : +54 115 080 8000
a joint venture called Contact Center Company (CCC) with RESULTS Maharashtra
INDIA Europe : + 44 161 242 6881
Copyright 2011, Aegis Limited. All rights reserved
two centers across Riyadh and Jeddah in KSA. Under this The innovative idea of creating a new venture resulted in an
Africa : +27 11 461 9154
joint venture, Aegis was mandated to offer its expertise in improvement in STC customers’ experience. With Aegis at the helm,
Phone: +91-22-6660 1100 Australia and New Zealand : +61 3 9256 5000
customer experience management in a dedicated manner to the process of customer engagement was enhanced, leading to
Fax: +91-22-2354 4490 info@aegisglobal.com
STC subscribers, including customer support and multiple levels of customer touch points. In addition, well trained
telemarketing services. CCC’s contact center is well agents and better processes have led to a significant improvement
equipped with the latest technology platforms and in customer being answered within desired thresholds, and Aegis
adherence standard tools coupled with Aegis global led process re-engineering and technology enhancement helped
expertise to top notch processes and enhance STC’s end resolving customer concerns by a significant percentage, thus
user experience. leading an improvement in the STCs Customer Experience Metric.
Do write in with your feedback on Insight to info@aegisglobal.com
We understand the importance of making timely decisions with correct
choices in every discipline to maintain our leadership role in the industry. In
this connection, our partnership with Aegis is an effort towards reaching that level
of distinction.
CCC is expected to bring advantages in meeting top industry standards and
providing unparalleled service to our customers in the near future. In line with STC
corporate strategy, the CCC operation will be translating into enhanced customer
experience. Moreover, this commitment will soon start realizing advantages in the
strategic, operational and financial dimensions, while benefitting employees. Vol. 6 December 2011
I am optimistic of the value that would be created by the partnership and resulting www.aegisglobal.com
superior performance of CCC and STC.”
Dr. Fahad, VP Strategy
5

2. Aegis Speak Buzz Factor Think Tank
Location Decisions for Outsourcers
Insight about a framework for
Customer Experience Management
Industry Buzz Aegis Buzz
Joseph Michelli is a well renowned professional speaker, business consultant and author of best selling business
IT Outsourcing Services Market remains Aegis redefines digital media experience, forays books like ‘The Starbucks Experience’, ‘The New Gold Standard’, ‘When Fish Fly’ and ‘Prescription for Excellence’.
Dear Customer, optimistic, projects 6.9% growth into social media engagement service
Global uncertainty will not slow down the growth rate of the Leading industry analyst firm Gartner estimates that by 2015 more Dr. Michelli is a well acknowledged thought leader in the area of customer experience. He recently was recognized
IT Outsourcing Services Market, says an online survey by than half of the world's formal contact centers will include a level of real by Focus as “one of the top five Customer Service Influencers to Track in 2011.” He received his Bachelor’s
It is an absolute joy to bring to you the sixth edition of Insight. Degree from the University of Denver and his Masters and Doctorate from the University of Southern California.
Gartner. The market is expected to reach $313.2 billion in time customer participation and engagement in the service process.
2011, a growth of 6.9% over 2010 and will reach a Cloud computing in general and Software as a Service (SaaS) will He is an avid music lover, a drummer and plays in a band in Colorado Springs.
Even in a world fraught with uncertainties, some principles continue to hold true - Enhanced customer experience is the compound growth rate of 4.6% by 2015. Gartner vice open up new opportunities to introduce social media into the
only differentiating factor in the services industry today. The moot point however, is how to go about creating such an president and distinguished analyst Rolf Jester says that customer service contact center. Staying ahead of the curve, Aegis You have spoken about the subtle distinction the bar for perfection. This is a particularly important message in
the projected $313.2 billion valuation of the industry shows has launched its Aegis Social Media Engagement Solution (ASMES), the book which is based in the healthcare industry where service
experience. So, we decided to focus this edition of Insight on the theme of "Experience.We make it easy". between caring for and about customers - how
its optimism. an unique offering of comprehensive ability in listening, analyzing and breakdowns can result in death or disfigurement.
engaging with a brands end users via a single solution. ASMES is built do you see organizations deal with these two
The survey also found that between 60% and 64% of on four distinctive components Technology, Analytics, End User dimensions? Make the Best Better – There has been much research done on
In Think Tank, we feature an interview with Joseph Michelli, an author and business consultant who focuses on the topic
providers nominated cloud investments in the top three ITO Engagement and Domain Intelligence, thus strengthening its basket of "Caring for" a customer means getting it right for the customer and what moves a once great company to the brink of extinction.
of customer experience. Michelli talks to Insight about a framework for Customer Experience Management and how it investment priorities for 2011. The survey included 47 ITO solutions for clients. being operationally excellent in ease, efficiency, accuracy, and Often a major factor is the loss of entrepreneurial restlessness.
influences Customer Lifetime Value. overall product/service quality. "Caring about" the customer refers Polaroid a company that created a "game changing" immediate
providers representing 62% of the total ITO market.
to the emotional connection that comes from organizations that picture technology became overly content with the greatness they
Aegis expands in the Philippines with its new select, train and encourage employees to focus on the growth and
Source: Gartner tower in Cebu possessed in their niche and were slow to move into the digital
A customer's first experience with a brand is framed with a purchase or usage of a brand's products and service. It is the development of customers (not just transactions that concern world. This principle goes to "horizon thinking" and a discontent
Aegis expanded its presence in Philippines with the addition of its new immediate wants and needs).
repeated interactions with a brand's contact center, store and online presence, which further strengthen or weaken the for the "overly comfortable."
South African BPO industry set for growth facility – Aegis Tower in Cebu. It aims to add 3000 more jobs taking the
brand value. These experiences result in the customer being happy, indifferent or dissatisfied based upon the expectations The approval of 10 projects worth $150 million has given a total headcount in Philippines beyond the 15000 mark making it one of A lifecycle approach to customer care is the starting point of Service Serves Us – In a nutshell, your success depends on
growth impetus to the already expanding Business the largest private employers in the country. leadership. Do you want immediate sales or customers for life? If
from a brand and the level of engagement. One can thus visualize customer experience as a continuous sum of all making someone else's life better. If you are focused on yourself,
Process Outsourcing (BPO) Industry in South Africa. The you desire the latter, you have to care "about" customers as much success is ephemeral. If you develop a spirit of "otherness", your
engagements versus ever changing expectations. Companies need to constantly assess customer experience, grants will be used over a period of 3 years to create over Aegis’s greenfield expansion in Philippines has a lot to do with as you care “for" them. needs will be more than amply met.
maintaining it just above the patience threshold for optimum business results. Thus, identifying and managing every touch 70,000 jobs which will have to be in place for at least 3 businesses in a variety of industry sectors, both domestic and
point with the customer is fundamental to attaining an organization's customer experience goals. This excellence therefore years. While South Africa is fast cementing its place as a offshore. It is increasingly looking for efficiency improvements across Could you interpret the often used phrase From your experience could you narrate some
potential outsourcing market, India is still the top all their operations along with the right experience, which is opening up “Culture eats strategy for lunch” for today’s
holds the key to creating a "happy" experience for a brand. specific best practices of companies to deliver
destination for back-office projects. fresh opportunities for skilled outsourcing providers. Aegis Tower is not
businesses? customer service excellence
only the first company-owned BPO building in the Philippines but also The phrase is used quite often by the CEO of Zappos; personally, Having written six books on the topic it may be a challenge to be
Building on the mantra "Experience.We make it easy", Aegis has Source: bpoindustry.net boasts of being one of the first BPO green buildings in the country. I have expanded the phrase to say that "culture also eats strategy brief, however, at the core it starts with leaders who genuinely
set up a JV with STC, named Contact Center Company. We for breakfast and dinner." Let's face it, most employees who have believe that service matters and stay the course to deliver that
Asian BPO market to earn US $17.47 billion Aegis strengthens its Global Footprint – Enters UK been in corporate life for any period of time have experienced service across all economic conditions.
discuss this partnership in more detail in Case in Point. in 2015 and European Outsourcing Market frequent changes in leadership and shifting strategies and
Technology analyst Ovum finds that strong growth in Aegis launched its European presence with a new customer service initiatives. Some employees simply wait out the programs and Those leaders exemplify a service mindset; they are humble,
emerging economies such as India, Greater China center in City Towers in Manchester, UK. This move will create 600 leaders they don't like, knowing, "this too shall change." positive, compassionate, and aspiring toward service perfection.
We also bring to you the latest happenings at Aegis and the
(includes Taiwan and Hong Kong) and South Korea is new jobs in Manchester and will offer a full range of tailor made They articulate a compelling and credible message about service
industry in Buzz Factor. driving the global market forward, as these regions solutions to clients, spanning customer facing and back office Culture is the way things get done in an organization. Investing in greatness and link that message to cultural values, and make all
capitalize on the benefits of BPO. Asia-Pacific's BPO functions. Unlike many outsourcing companies, Aegis focuses on constructive culture change is the way great organizations business decisions through the lens of how their choices affect
market is set to reach revenues of US$17.47 billion in being a balance sheet partner for its customers, providing improved change. If you think of long term business success as a sailing customers (including decisions about employee selection).
We hope you enjoy reading this edition and, as always, look adventure, culture is your ship and strategy is the plan that allows
2015, a compound annual growth rate (CAGR) of 9.3% end user experience and associated business transformation. This is Beyond that, leaders make it clear that service elevates the human
forward to your feedback and views. from the US$11.18 billion it hit in 2010. reflected in its philosophy of “citizens serving citizens”. you to adjust to the winds of change. condition for both those receiving and those giving.
Strategy is important but failing to invest consistently in your boat is fatal!
Source: Ovum What’s your take on the concept of Customer
Lifetime Value? Does sustained service
Anil Modi Could you talk a little bit about the five leadership
Awards excellence impact customer lifetime value
President (MENA) and Global Head principles that combine into a “Prescription for
positively?
Marketing and Strategy (service) Excellence”? I encourage my clients to estimate Customer Lifetime Value (while
The Indo – American Chamber of Commerce In my book titled ‘Prescription for Excellence’ I have spoken about
NASSCOM, which is the premier trade annual customer spend rates can often be captured, the value
honours Aegis as the Best Indian Company
body and the chamber of commerce for leadership principles at UCLA Health System and includes the following:
in US in the Technology Sector for pioneering you derive from each customer's referral patterns often has to be
the IT-BPO industries in India, ranked Aegis
the next generation of outsourcing focused somewhat inferred – as is the case with customer lifecycle
# 4 in the top 15 BPOs in the country. Commit to Care – This principle talks about leaders demonstrating
around end user customer. factors). I also think it is important to treat all customers well but
‘caring’ and not just talking about it. It addresses the importance
reward loyal customers by elevated service experiences.
of leaders getting out of their offices to show their caring for staff
Frost and Sullivan Asia Pacific recognizes
Customer lifetime value can guide variable policies on amounts
and actively asking customers about their experience.
Aegis with Contact Center Outsourcing Aegis has been conferred with the you set aside for service recovery or even return policies.
Frost & Sullivan Services Provider of the year 2011 for esteemed “Golden Peacock HR Excellence Leave No Room for Error – Great service organizations challenge
demonstrating outstanding performance Award 2011” in the IT/ITES category.
in the region.
staff to seek "perfection." Granted that no organization can serve
a flawless product without service breakdowns, but why not set Joseph Michelli can be contacted on info@aegisglobal.com
2 3 4

3. Aegis Speak Buzz Factor Think Tank
Location Decisions for Outsourcers
Insight about a framework for
Customer Experience Management
Industry Buzz Aegis Buzz
Joseph Michelli is a well renowned professional speaker, business consultant and author of best selling business
IT Outsourcing Services Market remains Aegis redefines digital media experience, forays books like ‘The Starbucks Experience’, ‘The New Gold Standard’, ‘When Fish Fly’ and ‘Prescription for Excellence’.
Dear Customer, optimistic, projects 6.9% growth into social media engagement service
Global uncertainty will not slow down the growth rate of the Leading industry analyst firm Gartner estimates that by 2015 more Dr. Michelli is a well acknowledged thought leader in the area of customer experience. He recently was recognized
IT Outsourcing Services Market, says an online survey by than half of the world's formal contact centers will include a level of real by Focus as “one of the top five Customer Service Influencers to Track in 2011.” He received his Bachelor’s
It is an absolute joy to bring to you the sixth edition of Insight. Degree from the University of Denver and his Masters and Doctorate from the University of Southern California.
Gartner. The market is expected to reach $313.2 billion in time customer participation and engagement in the service process.
2011, a growth of 6.9% over 2010 and will reach a Cloud computing in general and Software as a Service (SaaS) will He is an avid music lover, a drummer and plays in a band in Colorado Springs.
Even in a world fraught with uncertainties, some principles continue to hold true - Enhanced customer experience is the compound growth rate of 4.6% by 2015. Gartner vice open up new opportunities to introduce social media into the
only differentiating factor in the services industry today. The moot point however, is how to go about creating such an president and distinguished analyst Rolf Jester says that customer service contact center. Staying ahead of the curve, Aegis You have spoken about the subtle distinction the bar for perfection. This is a particularly important message in
the projected $313.2 billion valuation of the industry shows has launched its Aegis Social Media Engagement Solution (ASMES), the book which is based in the healthcare industry where service
experience. So, we decided to focus this edition of Insight on the theme of "Experience.We make it easy". between caring for and about customers - how
its optimism. an unique offering of comprehensive ability in listening, analyzing and breakdowns can result in death or disfigurement.
engaging with a brands end users via a single solution. ASMES is built do you see organizations deal with these two
The survey also found that between 60% and 64% of on four distinctive components Technology, Analytics, End User dimensions? Make the Best Better – There has been much research done on
In Think Tank, we feature an interview with Joseph Michelli, an author and business consultant who focuses on the topic
providers nominated cloud investments in the top three ITO Engagement and Domain Intelligence, thus strengthening its basket of "Caring for" a customer means getting it right for the customer and what moves a once great company to the brink of extinction.
of customer experience. Michelli talks to Insight about a framework for Customer Experience Management and how it investment priorities for 2011. The survey included 47 ITO solutions for clients. being operationally excellent in ease, efficiency, accuracy, and Often a major factor is the loss of entrepreneurial restlessness.
influences Customer Lifetime Value. overall product/service quality. "Caring about" the customer refers Polaroid a company that created a "game changing" immediate
providers representing 62% of the total ITO market.
to the emotional connection that comes from organizations that picture technology became overly content with the greatness they
Aegis expands in the Philippines with its new select, train and encourage employees to focus on the growth and
Source: Gartner tower in Cebu possessed in their niche and were slow to move into the digital
A customer's first experience with a brand is framed with a purchase or usage of a brand's products and service. It is the development of customers (not just transactions that concern world. This principle goes to "horizon thinking" and a discontent
Aegis expanded its presence in Philippines with the addition of its new immediate wants and needs).
repeated interactions with a brand's contact center, store and online presence, which further strengthen or weaken the for the "overly comfortable."
South African BPO industry set for growth facility – Aegis Tower in Cebu. It aims to add 3000 more jobs taking the
brand value. These experiences result in the customer being happy, indifferent or dissatisfied based upon the expectations The approval of 10 projects worth $150 million has given a total headcount in Philippines beyond the 15000 mark making it one of A lifecycle approach to customer care is the starting point of Service Serves Us – In a nutshell, your success depends on
growth impetus to the already expanding Business the largest private employers in the country. leadership. Do you want immediate sales or customers for life? If
from a brand and the level of engagement. One can thus visualize customer experience as a continuous sum of all making someone else's life better. If you are focused on yourself,
Process Outsourcing (BPO) Industry in South Africa. The you desire the latter, you have to care "about" customers as much success is ephemeral. If you develop a spirit of "otherness", your
engagements versus ever changing expectations. Companies need to constantly assess customer experience, grants will be used over a period of 3 years to create over Aegis’s greenfield expansion in Philippines has a lot to do with as you care “for" them. needs will be more than amply met.
maintaining it just above the patience threshold for optimum business results. Thus, identifying and managing every touch 70,000 jobs which will have to be in place for at least 3 businesses in a variety of industry sectors, both domestic and
point with the customer is fundamental to attaining an organization's customer experience goals. This excellence therefore years. While South Africa is fast cementing its place as a offshore. It is increasingly looking for efficiency improvements across Could you interpret the often used phrase From your experience could you narrate some
potential outsourcing market, India is still the top all their operations along with the right experience, which is opening up “Culture eats strategy for lunch” for today’s
holds the key to creating a "happy" experience for a brand. specific best practices of companies to deliver
destination for back-office projects. fresh opportunities for skilled outsourcing providers. Aegis Tower is not
businesses? customer service excellence
only the first company-owned BPO building in the Philippines but also The phrase is used quite often by the CEO of Zappos; personally, Having written six books on the topic it may be a challenge to be
Building on the mantra "Experience.We make it easy", Aegis has Source: bpoindustry.net boasts of being one of the first BPO green buildings in the country. I have expanded the phrase to say that "culture also eats strategy brief, however, at the core it starts with leaders who genuinely
set up a JV with STC, named Contact Center Company. We for breakfast and dinner." Let's face it, most employees who have believe that service matters and stay the course to deliver that
Asian BPO market to earn US $17.47 billion Aegis strengthens its Global Footprint – Enters UK been in corporate life for any period of time have experienced service across all economic conditions.
discuss this partnership in more detail in Case in Point. in 2015 and European Outsourcing Market frequent changes in leadership and shifting strategies and
Technology analyst Ovum finds that strong growth in Aegis launched its European presence with a new customer service initiatives. Some employees simply wait out the programs and Those leaders exemplify a service mindset; they are humble,
emerging economies such as India, Greater China center in City Towers in Manchester, UK. This move will create 600 leaders they don't like, knowing, "this too shall change." positive, compassionate, and aspiring toward service perfection.
We also bring to you the latest happenings at Aegis and the
(includes Taiwan and Hong Kong) and South Korea is new jobs in Manchester and will offer a full range of tailor made They articulate a compelling and credible message about service
industry in Buzz Factor. driving the global market forward, as these regions solutions to clients, spanning customer facing and back office Culture is the way things get done in an organization. Investing in greatness and link that message to cultural values, and make all
capitalize on the benefits of BPO. Asia-Pacific's BPO functions. Unlike many outsourcing companies, Aegis focuses on constructive culture change is the way great organizations business decisions through the lens of how their choices affect
market is set to reach revenues of US$17.47 billion in being a balance sheet partner for its customers, providing improved change. If you think of long term business success as a sailing customers (including decisions about employee selection).
We hope you enjoy reading this edition and, as always, look adventure, culture is your ship and strategy is the plan that allows
2015, a compound annual growth rate (CAGR) of 9.3% end user experience and associated business transformation. This is Beyond that, leaders make it clear that service elevates the human
forward to your feedback and views. from the US$11.18 billion it hit in 2010. reflected in its philosophy of “citizens serving citizens”. you to adjust to the winds of change. condition for both those receiving and those giving.
Strategy is important but failing to invest consistently in your boat is fatal!
Source: Ovum What’s your take on the concept of Customer
Lifetime Value? Does sustained service
Anil Modi Could you talk a little bit about the five leadership
Awards excellence impact customer lifetime value
President (MENA) and Global Head principles that combine into a “Prescription for
positively?
Marketing and Strategy (service) Excellence”? I encourage my clients to estimate Customer Lifetime Value (while
The Indo – American Chamber of Commerce In my book titled ‘Prescription for Excellence’ I have spoken about
NASSCOM, which is the premier trade annual customer spend rates can often be captured, the value
honours Aegis as the Best Indian Company
body and the chamber of commerce for leadership principles at UCLA Health System and includes the following:
in US in the Technology Sector for pioneering you derive from each customer's referral patterns often has to be
the IT-BPO industries in India, ranked Aegis
the next generation of outsourcing focused somewhat inferred – as is the case with customer lifecycle
# 4 in the top 15 BPOs in the country. Commit to Care – This principle talks about leaders demonstrating
around end user customer. factors). I also think it is important to treat all customers well but
‘caring’ and not just talking about it. It addresses the importance
reward loyal customers by elevated service experiences.
of leaders getting out of their offices to show their caring for staff
Frost and Sullivan Asia Pacific recognizes
Customer lifetime value can guide variable policies on amounts
and actively asking customers about their experience.
Aegis with Contact Center Outsourcing Aegis has been conferred with the you set aside for service recovery or even return policies.
Frost & Sullivan Services Provider of the year 2011 for esteemed “Golden Peacock HR Excellence Leave No Room for Error – Great service organizations challenge
demonstrating outstanding performance Award 2011” in the IT/ITES category.
in the region.
staff to seek "perfection." Granted that no organization can serve
a flawless product without service breakdowns, but why not set Joseph Michelli can be contacted on info@aegisglobal.com
2 3 4