Article published in March 2011 in CEO Magazine. This talks about KPO in the Philippines and how Synergy is poised to grow KPO in market research in the Philippines.

1. Company insight > Market intelligence
Harness the trend in KPO
KPO services in market research are a growing trend in the Philippines, bolstered by interest and
support from the government and educational institutions. Germaine Reyes, managing director of
Synergy Business Consultancy, explains why now is the time for global partnerships.
T
he Philippines was recently named the most sought Skilled partnerships
after destination by IBM, overtaking India as the best Organisations are re-evaluating their outsourcing relationships,
location for shared services and business process genuinely looking for partnerships. Reyes says that this approach
outsourcing (BPO). Now non-voice services, particularly in is crucial, going hand-in-hand with offering skilled service
knowledge process outsourcing (KPO), are catching up with and being relevant for local and international organisations.
the country’s BPO industry. “Given our expertise in market research, our clients consult
Recently, the Business Processing Association of the with us before coming up with a marketing programme or
Philippines (BPA/P) found that 9% of BPO companies offering making business decisions,” Reyes says. “That’s happened
market services include market research. According to recently with a US-based client. Synergy was able to provide
BPA/P, KPO, a continuation of BPO with more business context to the results and not just a set of verbatims. I think
complexity, will be vital in attaining the goal of $25 billion partnering means providing value-added inputs that will help
in revenues for the Philippines outsourcing industry over the client to come up with business solutions and business
the next five years. programmes for overall company growth.”
“KPO hasn’t reached its full potential yet,” says Germaine Reyes notes that clients consider KPO when they need high-
Reyes, managing director of Synergy Business Consultancy. skilled work and do not have the necessary department or
“BPO is a volume contributor for the Philippines and Synergy group to handle this. “We’d like these companies to consider
understands that it has been the fuel for growth in the us as their partner,” says Reyes. “If an organisation has
outsourcing sector. With the current focus on KPO being recurring needs for market research then we bring globally
the next volume contributor in the outsourcing industry, economical and reasonably priced services to the table. The
especially here in the Philippines, Synergy is very positive Philippines provides competitive labour costs, and that’s why
about the future.” a lot of countries are turning to the Philippines for outsourcing.”
Global reach Government support
Synergy provides end-to-end outsourcing services across The KPO industry requires more government action,
the spectrum of market research processes. “We don’t just particularly in education. This makes the Philippines an
supply the data,” says Reyes. “We provide inputs for business attractive location as the government there does its best to
and marketing solutions depending on what the implications support the IT and outsourcing industry through its bodies,
are – what Synergy sees from the client’s angle.” the Board of Investments (BOI) and the National Economic
Now Synergy is focused on expanding the company’s and Development Authority (NEDA) and the Commission
global reach and it is poised to be more bullish in offering on Higher Education (CHED) to name a few.
KPO services over the coming years. “We’re reinforcing “The government and various universities are providing support
our global competitiveness,” notes Reyes. “That means to grow the talent pool for statistics and communications research
not just in the way we do market research but also graduates as these are the forces that will be useful for market
in the company’s responsiveness, management of research,” concludes Reyes. “It is going to be an exciting field in
expectations, and in being customer oriented. What the next few years given the support the industry is getting.”
we’ve seen in recent months is that being global in While Synergy is offering KPO services in market research
everything that we do, the way we think and manage to local and international clients, the company is also helping
our clients, is the way to go.” to promote the Philippines as a centre for such solutions. The
Reyes notes that organisations consider KPO to be unlike country is seen as a serious competitor to India for outsourcing
the BPO industry that handles large volumes of back-office and, as the industry’s revenues for 2011 are set to swell once
processes, in that KPO requires strategic judgement. again, Reyes says that Synergy is well-positioned to harness
“We are also sensitive to each client in terms of what the expected surge in interest. ■
they consider important,” adds Reyes. “There are clients
who require their partners to provide value-added input, so
Synergy goes the extra mile to provide them with this – we Further information
Synergy Business Consultancy
become whatever the client needs outsourcing services for www.synergy.ph
market research to be.”
Chief Executive Officer | www.the-chiefexecutive.com 53