ANLYSIS OF BPO INDUSTRY

SUBMITTED TO: SUBMITTED BY :

Respected Nitin Kr. Singh Madhulika Kumari

Faculty Of Marketing Roll No.: 15022

MIM,NOIDA Date : 04-12-2010

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Business Process Outsourcing (BPO) is one of the fastest growing segments of the
Information Technology Enabled Services (ITES) industry. BPO is for applying
existing technology to improve a process. The industry gives us the full facilities
that one can be needed.

The few motivation factors that why the BPO industry are gaining around in India.
By going through this factors one can definitely come to know by BPO industry
are playing major role in India. The motivation factors that BPO industry is
gaining are 1)advantage of factor cost 2)economy scale 3)business risk mitigation
4)superior competency 5)improvement utilization.

BPO’s are giving better services to customers that one can familiar with this
industry. BPo’s are offering different types of services to the customer and they
are:

1) Customer support services: In this service if the customer had any quires
through multiple channels including voice-mail and chat on a 7 days 24 hours in
365 days basis.

Example of servicing: Customer calling to check for information on products and

services, on their order status, to verify their account status, to check their
reservation status etc.

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2) Technical Support Services: BPO’s are offerings to the customer include round-
the-clock technical support, any services related to the customers and computer
hardware, software and internet infrastructure manufacturing companies.

Example of servicing: Customer gets a benefit to resolve a problem with their

home computers, a problem with their software by just calling to their ISP.

3) Services of Telemarketing: By outsource telemarketing service one can direct

target the interaction with potential customers either for generating interests in
products and services. All the customer base services are to be done online.

Example of servicing: Outbound calling to sell wireless services, to retail

households to sell leisure holidays, to existing customers to sell a new card for
mobiles, to sell credit or debit cards etc.

Besides this BPO’s industry are giving many of services like Employee IT Help-
desk Services, Insurance Processing and many more. BPo’s are giving better
services to the employers also but for employers the training is a very important
aspect of the ITES-BPO industry.

There is so much euphoria about the BPO business that it almost seems too good
to be true. New customers land in Bangalore every day, new companies are opened
every month, and existing ones are growing at an unbelievable pace.

The government is in favour, the media loves it, college graduates think it's cool,
and middle management professionals now have a new career option move over,
IT industry -- BPO is here!

There is, of course, good reason for this optimism. BPO represents a new
commercial paradigm for international trade in services and India's [ Images ]
unique positioning makes it a beneficiary of this tsunami that we all sense coming
our way. All BPO companies are working hard to deal with this and the day-to-day
impact of this is evident all around us.

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 Outsourcing and India:

However, I believe that while the immediate impact of the BPO industry is
certainly something we must not ignore, the longer-term effects are far more
profound and have the potential to bring about very deep and fundamental socio-
economic changes in India.

There are various factors for that company require BPO as:

 Increase productivity
 Cut operational costs
 Provide better service
 Save costs
 Improved accountability

India is one of the developing countries. BPO or business process outsourcing is

one of the major sectors in which ample jobs are available. The young people of
India are interested to take up jobs in this sectors. BPO in India have helped a lot
of people to get jobs and has also helped the young people to earn some quick
money. High qualification is not required which in getting jobs in the BPO sector.
English speaking capability and the urge to provide excellent customer service is
the main criteria required to get jobs. Some of the major BPO companies in India
are Wipro, HCL, DELL, First Source, ICICI Onesource and many more. There are
different fields in which outsourcing is done in India. Both back office and front
office outsourcing are available in the Indian companies. One of the important
thing about the BPO sector in India, is the cheap human resource available in the
market. Because of all this, a large number of people are interested in taking up
jobs in BPO, Most of companies offering work to the Indian BPO companies are
global. These companies are mostly from United states of America, United
Kingdom, Switzerland and others.
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Inspired by the Indian IT-ITES success story, several other locations have been
presented as alternate options for offshore outsourcing. However, feedback
received from several MNCs having multi-country operations as well as syndicated
analyses comparing the various sourcing locations has revealed that India
continues to offer and deliver the best ‘bundle’ of benefits sought from global
sourcing.

With significant potential still untapped, it is expected that the global sourcing
phenomenon will continue to expand in scope, scale and geographic coverage. As
global delivery matures, multi-location strategies will become the norm and most
sourcing destinations, including emerging locations, will grow in size. Building on
its existing strengths, India will remain the leading destination and will continue to
play an important role in most global sourcing strategies.

Credit for India’s rapid growth in the IT software services and ITES/BPO
domains must go in part to the availability of a robust infrastructure (telecom,
power and Roads) in the country. Relevant telecom facilities are an important
prerequisite for the success of the software industry and over the years, the
Government has taken steps to ensure that telecom remains a priority area.

Similarly, regular, reliable, uninterrupted power, a major necessity for running IT

software and services businesses, has also received substantial attention from the
Government. Recent steps to privatize the distribution of power and bring in
greater efficiencies and customer centricity in the market, have been welcomed by
the ICT industry.

The overall roads and highways scenario in India has also witnessed major
improvements over the last few years. Most cities and fist and second tier towns
are connected and interlinked to each other. Major investments have gone into the
development of highways, both on the side of the central and state Governments.
Clearly, the Indian Government has understood the importance of infrastructure to
industries such as IT and created a conducive environment for its development and
expansion.

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 Customer Support Services

Customer service offerings create a virtual customer service center to manage

customer concerns and queries through multiple channels including voice, e-mail
and chat on a 24/7 and 365 days basis.

Service Example: Customers calling to check on their order status, customers

calling to check for information on products and services, customers calling to
verify their account status, customers calling to check their reservation status etc.

 Technical Support Services

Technical support offerings include round-the-clock technical support and problem

resolution for OEM customers and computer hardware, software, peripherals and
Internet infrastructure manufacturing companies. These include installation and
product support, up & running support, troubleshooting and Usage support.

Service Example: Customers calling to resolve a problem with their home PC,
customers calling to understand how to dial up to their ISP, customers calling with
a problem with their software or hardware.

 Telemarketing Services

Telesales and telemarketing outsourcing services target interaction with potential

customers for prospecting like either for generating interest in products and
services, or to up-sell / promte and cross sell to an existing customer base or to
complete the sales process online.

Service Example: Outbound calling to sell wireless services for a telecom provider,
outbound calling to retail households to sell leisure holidays, outbound calling to
existing customers to sell a new rate card for a mobile service provider or
outbound calling to sell credit or debit cards etc.

 Employee IT Help-desk Services

Employee IT help-desk services provide technical problem resolution and support

for corporate employees.

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Service Example: of this service include level 1 and 2 multi-channel support across
a wide range of shrink wrapped and LOB applications, system problem resolutions
related to desktop, notebooks, OS, connectivity etc., office productivity tools
support including browsers and mail, new service requests, IT operational issues,
product usage queries, routing specific requests to designated contacts and remote
diagnostics etc.

 Insurance Processing

Insurance processing services provide specialized solutions to the insurance

sector and support critical business processes applicable to the industry right
from new business acquisition to policy maintenance to claims processing.

Service Example:

New Business / Promotion:

Inbound/outbound sales, Initial Setup, Case Management, Underwriting, Risk

assessment, Policy issuance etc.

Software industry in India is represented and supported by NASSCOM (The

National Association of Software and Services Companies). Currently, more than
1000 information technology companies in India are members of NASSCOM.

We have taken their most recent report on “the top third party ITES-BPO
companies in India, for the year 2005-06” as the basis of our selection. Their
ranking was based on revenues. The Nasscom report had listed 15 companies and
we are providing this longer list too, at the end of this report.

As per the Industry fact sheet published by NASSCOM, the Indian ITES-BPO
segment grew at 37% in 2005-06 (ITES-BPO) and the exports are expected to
cross US$ 9 billion by end 2007.

1. Genpact: Spread across Asia, Europe and America, Genpact is a global

BPO service provider. Its biggest presence is in India, with nearly 20,000
employees. Formerly known as GE Capital International Services, Genpact
was set up by Pramod Bhasin in 1997 with 300 employees and presently has
facilities in India, China, Europe and North America. It offers a wide range

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of services, from content management to Banking and Insurance.

(http://www.genpact.com/)

2. WNS Global Services: Starting as a call center for British Airways in 1996 in
Mumbai, WNS has grown through strategic acquisitions to become a leading BPO
service provider in areas ranging from Healthcare and Finance to Research and
Customer Service. Warburg Pincus is a majority shareholder in the company. The
company issued ADRs (American Depository Shares), which commenced trading
on the New York Stock exchange in July 2006. The company raised US$ 255
million through this route. The revenue for the quarter ended June 30, 2006, was
US$ 53.0 million, up 3.6% from $51.2 million, in the same period in the previous
year.

3. Wipro BPO: The Company is well known as a leader in CRM and back office
transaction processing BPO. Some strategic reorganization was resorted to in 2005
and it moved from being a totally voice-based service provider to a mix of both
voice and non-voice-driven business. Its services include Mortgage Processing, to
HR Processing and Data Management.

4. HCL BPO: Starting operations in 2001, HCL BPO services has become one of
HCL’s most important business units. Serving over 450 clients worldwide, 15% of
which are Fortune 500 companies, HCL BPO covers Insurance, Financial Services
and Retail. It operates from eight units across India, UK and Malaysia and even
offers services in languages other than English.

5. ICICI OneSource: Promoted by the ICICI group, ICICI One- Source stands up
to its name and provides BPO services covering almost all industry verticals like
financial services, retail, media etc. The contact center services accounts for over
70% of its current business. It has 12 delivery centers based across India, North
Ireland and the US.

6. IBM Daksh: This is a company to watch out for! From 6000 employees in
2004, when IBM acquired it, Daksh presently has over 20,000 employees. The
company is able to leverage the expertise of IBM in the areas of research,
development and consulting to offer unique solutions. A case in point is its text-
analytic tool called ProACT that automates customer surveys analysis. This is
being tested by many telecommunication companies, effecting a substantial
savings for the company as the number of subject matter experts needed to execute
the work gets nearly halved. It has 12 delivery centers spread across India, four in

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Gurgaon, two in Bangalore, one in Mumbai, Pune, Kolkata and Chandigarh and
two in Manila, Philippines.

7. Progeon, (now known as Infosys BPO): Promoted by Infosys in 2002, Progeon

seems to be coming to the limelight, going by the string of recognitions it has been
winning – the Business World, a business magazine published in India has ranked
it 4th most respected amongst BPOs in 2006. The NASSCOM survey ranks it the
7th best BPO on the basis of 2005–06 revenues. The International Association of
Outsourcing Professionals (IAOP) has ranked Progeon 5th, out of 35 ‘Rising
Stars’, in its Global Outsourcing 100. Its revenue went up from less than US$ 4
million in 2003 to US$ 85.5 million in 2006. The net profit jumped from a
marginal loss in 2002-03 to a profit of over US$ 21 million in 2005–06. Only
around 18% of its turnover is from voice related services, the rest coming from
data related business processing

8. Aegis BPO Services Ltd.: Aegis BPO is an Essar group company and has over
2 decades of experience. It is a recognized leader in Customer care and
acquisitions. Headquartered in Irving, Texas, it employs over 9000 people
(between India & USA) and has over 24 delivery centers. The company provides
services across verticals like Retail, Energy, Education, Telecom and Financial
Services. (www.aegisbpo.com)

9. EXL Services Holding: Incorporated in Delaware in 1999, EXL is one of the

leading providers of value-added offshore Business Process Outsourcing solutions.
It boasts of a client base of over 1000 and employs over 7000 people. It has 5
delivery centers between Noida and Pune. The Research and Analytics services is a
relatively new add on and its acquisition of Inductis in July 2006 will help it make
its presence stronger in this area.

10. 24/7 Customer: Set up in mid 2000, this company presently has over 7000
employees across 9 global delivery centers. Headquartered in Los Gatos,
California, it strives to be customer- centric. The company has developed a
Customer Life Time Management System, which can provide value to many
organizations.

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Wipro BPO is one of the top most BPO companies

in India and is also counted amongst the top five BPO companies in the world.
Wipro BPO has its branches in all the major metropolitan cities of the India which
includes Chennai, Bangalore, Delhi, Mumbai and Kolkata. The BPO sector of
Wipro has employed a large number of people and is also employing a lot of
people. Mostly the youth are employed in the Wipro BPO. The main criteria of
employment is that the employee should be able to do night shifts. Mostly
undergraduates are a part of this sector. As the young generation is employed, the
Wipro BPO is delivering excellent services as well as measurable value to the
customers.

The excellent services offered by Wipro BPO is due to various factors. This
includes things like Integrating technology with BPO, Business process re-
engineering and Knowledge services. Wipro BPO is one of those companies which
offers quality services and innovation. This is also one of the main reasons of its
excellent services. Some of the best people in the field are a part of the Wipro
BPO. The excellent manpower is also one of the major points of its success. The
people of this company also have the proper domain knowledge. They also offer
customized services to the clients. The service offered by them are also flexible as
well as cost effective. The major clients of the company are from USA, UK,
Switzerland and others.

It was in the year 2000, that Wipro BPO gained a lot by acquiring the Spectramind.
The Wipro BPO also gets a lot of help from the Wipro Technologies which is also
a major part of Wipro. The combined efforts of Wipro BPO and Wipro
technologies have made it one of the best BPO companies in the world.

There are around 19,000 people working under the banner of the Wipro BPO. The
number of people are increasing at a great pace. All these people operate from the
9 different locations not only in India but also in Europe. There are various fields
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in which Wipro BPO offers services. These include Travel and Hospitality, Hi-
Tech Manufacturing,Banking and Capital Markets, Insurance, Telecom and
Healthcare sectors. Wipro BPO is one of the companies which offers services
because it has expertise in different fields. These fields include Finance &
Accounting, Procurement, HR Services, Loyalty Services as well as Knowledge
Services.

Wipro BPO is one of those companies which has been rated as the Best Employers
In India. In the world it ranks the 25th best employer. This survey was conducted
on around 230 Companies which were from the filed of IT Services,
manufacturing, Public Sector Undertaking, banking, and FMCG sectors
participated..

Some of the awards won by Wipro BPO in the year 2007 includes:

 Winner of 2007 Global BPO Standard Bearer Award

 Winner of 2007 Global F & A Excellence Award
 Winner of 2007 Global KPO Excellence Award
 Winner of 2007 Global BPO Standard Bearer

 Customer Service
 Technical Help Desk
 Finance & Accounts Outsourcing
 Human Resources Outsourcing
 Procurement Outsourcing
 Specialized Services

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 Customer Service :

For any successful business, it is important to provide

customer support by giving a quick and accurate customer response. Wipro’s
Business Process Outsourcing (BPO) Customer Support helps to achieve this goal
by dealing with volumes of such responses and providing enhanced value services
to customers as per their specific requirements. We deliver the following Customer
Support Services based on the specific needs of your business, buying behaviors
and communication preferences.

Order Fulfillment
Query Resolution
Response to Inquiry or Feedback
Subscription Services
Pre-Sales Post-Sales & Order Fulfillment
Product Inquiries
Order Taking
Documentation & Payment Queries
Post-Sales Product Support

 Technical Help Desk :

Wipro Business Process Outsourcing (BPO) Tech

Support is a center of providing excellent, quality Technical Support and BPO
Services to IT organizations globally. We have over 6 years experience in
helping clients slash support costs, boost user satisfaction and enhance
productivity.
Technical Support BPO solutions include,

E-mail Technical Support

Inbound Telephone Call Technical Support
Inbound Customer Service Telephone Call Support
We have strong domain knowledge and experience in providing technical solution.
Our Level 1 Technical Support leverages benefit of our robust infrastructure and
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our technical and IT expertise.

Wipro has a 24x7 Help Desk that provides complete customized support solutions
including,
Multi-Channel Support Solution: Voice, E-mail, Chat, Web
Enabling Tools: CRM, Knowledge base, Remote Diagnostics

 Finance & Accounts Outsourcing :

In a competitive global environment, Finance and
Accounting function is the most essential fundamental of any enterprise.
This ensures effective operations with requisite compliance and controls,
balancing expense vs. growth, reducing the cash cycle and maximizing ROI.
Hence, companies are channelizing their finance function to achieve
superior results. IT rationalization, resource optimization and innovative
delivery model facilitates Finance and Accounting Outsourcing to become
the desired financial transformation strategy .

Wipro’s Finance and Accounting (F&A) Outsourcing has pioneered the

finance and accounting solutions by integrating domain expertise, global
delivery network and technology solutions. Wipro assists in identifying,
transitioning, transforming, executing and continuously adding value to
finance and accounts processes through a low-cost Business Process
Outsourcing (BPO) services model, without compromising on quality and
compliance. Wipro Finance and Accounting BPO understands that our
partners want a provider who would be able to attain:
Operating cost reduction
Win-win transformation model
Scalable and Sustainable services
Continuous improvement/innovation
Transparency and partnership driven business approach

 Human Resources Outsourcing :

Services/products portfolio management has driven
organizations globally to rethink their service delivery strategy. They are
looking at solutions to assist them in consolidating segmented HR processes
of various branches, maintaining quality and compliance. Therefore, supplier
consolidation/rationalization is being thoroughly analyzed as a means to gain
economies of scale, reduce overall cost and speedily implement new efforts to
meet shorter term business needs.

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Wipro Human Resources Outsourcing (HRO) practice has substantial

capability to support the full spectrum of HR service offerings. These are
delivered through a combination of certified domain experts, proven transition
methodology and quality driven operational execution, which is integrated
with apt technology enablers. Wipro understands that our partners need a
provider who can attain:
Lower operating cost 
Speed to market
Scalable and sustainable services
Continuous improvement
innovation
 Wipro’s HR Business Process Outsourcing thought leadership
Building transformation led and technology enabled Shared Service Centers
Promoting enhanced use of HR self-service in client organizations
Expanding the HR BPO portfolio, geographically and functionally
Engaging with more transformational engagements
Expanding language services (Wroclaw, Shanghai, Cebu, and Bucharest)
Continuously improving via Six-Sigma and Lean initiatives
Leveraging HR domain skills and process knowledge
 HRO Services
Shared Services:
Our global service delivery model includes a mix of local, regional and offshore
 
services coupled with captive local and remote shared services centers.
HR Consulting Services:
We deliver business process efficiencies through a combination of process
transformation, outsourcing, and usage of technology platforms. These services
include Process HEAT MAPPING, Gap Analysis, Performance Metric Analysis
 
& Benchmarking, Process Controls Review and Risk Management, Improvement
benefit summary and Roadmap Design, Business Case Development, Process
Consolidation, Change Management, etc.
HR Transformation:
This is a planned execution of completely changing the way HR is organized and
the way services are delivered to HR customers. These changes include internal
  transformations, Broad HR Outsourcing or Point Solution Outsourcing. This helps
employers reduce costs, free up resources to focus on strategy and business
customers, and to improve service.

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 Procurement Outsourcing :

Procurement Outsourcing at Wipro is the turnkey

solution to Supply Chain Management; right from product sourcing to delivery, the
practice provides an end-to-end solution to our customers.

Wipro offers complete procurement management of the ‘Source-to-Pay’ lifecycle.

We deliver transformational Source-to-Pay Procurement Outsourcing Services for
companies in diversified industry segments, thereby helping our clients convert
their fixed costs to variable costs and improve profitability, service levels and
internal client satisfaction to reach such scales of productivity that are benchmarks
for the rest of the industry.

Wipro believes that Procurement Outsourcing is a natural extension of Financial

Services Outsourcing. Through optimal, seamless solutions, our clients enjoy the
benefits of offshoring their financial back office functions where the point of
process origin is the requisitioning of an indirect material or service, and finish the
payment of the related supplier invoice. This capability of providing truly
comprehensive ‘Purchase-to-Pay’ solutions is why we allude to our offerings as
next generation ‘Business Function Outsourcing’, rather than just BPO.

We bring deep expertise and experience across a wide range of niche categories
and services, using cutting edge tools, technologies, information management
practices, and highly integrated and streamlined processes. Our clients benefit from
our economies of scale. They improve their control and visibility over the
execution of non-core processes and poorly managed spend categories. Our
unique, tailor-made solutions consistently deliver the best and return on investment
for them.

With customized solutions tailored specifically to their needs, our clients

experience reduced supply and operational costs, improved compliance, enhanced
performance and cycle times.

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 Specialized Services :

In these competitive times, Wipro deals with a host of clients

who may have specialized needs when it comes to Business Process Outsourcing.
Along with these needs comes the realization that your organization has to have a
reliable, honest and knowledge-driven partner who can understand and initiate the
execution process for your requirements. It is here that Wipro comes in offering
specialized services like Knowledge Process Outsourcing (KPO) and Legal
Process Outsourcing (LPO) for your business.

Wipro has raised the bar when it comes to delivering services for industries that
depend on accurate, strategic and immediate information that would be critical to
their operations. You can be assured that the security, accuracy and the
commitment that Wipro provides can bring you the right results on demand. Our
knowledge-driven Specialized Services include,

Knowledge Process Outsourcing (KPO)

Legal Process Outsourcing (LPO)

 Technical support services :

Technical support is becoming a key

differentiator for technology product companies as it has been established beyond
doubt that the quality and coverage of tech-support provided by the companies
influence customers buying decision and brand loyalty.

BPO Technical support centers are often the eyes and ears of technology
companies as it is through the tech support centers that they come to know about
the issues that the end customer is facing and get opportunities to enhance their
product.

Today Wipro provides support for products and services of technology

organizations, offering technical assistance to their end users in both the enterprise
(B2B) and consumer (B2C) space. We have 8500+ technical engineers in the
Business Process Outsourcing (BPO) technical support group supporting 20

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customers across various languages and technology domains through a global

delivery model, across multiple country locations.

Wipro offers a global delivery model to service the remote support needs of
technology product companies using several channels (voice, e-mail, web chat, e-
services etc.) on a 24x7 basis. We currently handle more than 12 million customer
calls and in excess of 2 million e-mails a month and have experience of
transitioning multiple processes across our 19 global technical support centers.

Wipro’s Business Process Outsourcing division serves a large number of

technology product companies in the area of Storage, Software Products and
Tools, Compute and Peripherals, Networking, Telecom and Service Providers,
and Semiconductors by supporting their end customers (both enterprises and

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consumers) across multiple levels of support (from Level - 1 to Level - 4).

Wipro acknowledges that the rhythm of enterprise and consumer support are very
different and this differentiation comes in due to a number of factors namely,
profile of the end user calling in, complexity of the product being supported,
implications of downtime, business/mission criticality of the product etc. To
address the different needs of these two markets, Wipro has experts from both
these domains who have rich experience of proposing and delivering business
solutions to clients.

Support is provided for Hardware, Software, Infrastructure, Applications and

Tools. Wipro has experience of providing support to end users using various
mechanisms ranging from remote support, proactive support, field support and e-
services. Remote support being our core competence, can be delivered using
multiple channels of support namely phone, e-mails, web, chat and in 15 different
languages including French, German, Spanish, Italian, Cantonese, Mandarin,
Russian, and others.

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Wipro BPO provides Technical Support Services to

the enterprise customers of a number of top global technology product and
services companies. Enterprise support has 4 key imperatives, namely - product
complexity, the profile of the end user, the associated delivery challenges and to
ensure availability on a 24x7 non-stop basis.

Product complexity - Enterprise products are complex and often

mission/business critical in nature. Hence it is essential that the support team
should have a high degree of technical expertise in order to provide quick
response and relief in case of snags.

Supported customers - While dealing with enterprise customers, it is very likely

that the customer might be more knowledgeable on the product than the team
supporting the product. It is understandable that such customers would have a
low threshold towards technical inadequacies at the support center. It hence
becomes imperative to "talk technical" from the word go.

Process and talent retention - Enterprise technical support would always throw
up new situations and challenges for the support team. More often than not,
scripted processes do not serve the purpose and the engineers need to be flexible
and should think on the fly in order to provide solutions. Over a period of time,
the engineers also develop a lot of tacit knowledge and retaining talent hence
becomes very critical to ensure the success of a technical support program.

Availability - It is crucial to ensure the availability of such products on a 24x7

basis as a downturn may result in serious losses because of the mission/business
criticality of the products.

It is also important that support service providers understand and acknowledge

the difference between supporting enterprise and consumer end customers and
have enough experience and well defined processes to handle the challenges of

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each of these environments.

With the experience of supporting multiple clients for their enterprise support
needs, Wipro has in-depth understanding of the enterprise support space.
Technology know how, mature and proven processes and experienced work force
adept at handling enterprise end users gives Wipro the edge to deliver best in
class enterprise support.

Millions of consumers across the globe buy

technology products for which they demand technical support. Consumer support
has a different rhythm to it and hence the corresponding challenges are unique as
well. At Wipro, we focus on the following imperatives to consumer support:

Support base - The end users can be students, working professionals, or

housewives who may not be tech savvy. They can also be finicky about the
accent in which the support agent is talking. Hence the user delight is not a factor
of technicalities but that of the "look and feel experience". Wipro gives focus to
cultural sensitivity and accent alignment of the support engineers with the
supported geography and target segment. Multi-lingual as well as multi-location
capabilities give Wipro the added advantage to provide near native language
experience.

Supported products - The complexity is not a challenge here as the products

would typically be of medium to low complexity in nature. A lot of consumer
technical products present a lot of up-selling opportunities. Hence it is important
that the support team leverages any cross selling/up selling opportunities along
with the basic service of providing technical assistance. At Wipro our approach is
not only to provide best in class Technical Support Services, but also to add to
our client's revenues through the technical support centers.

Delivery - The consumer support industry is highly process driven. A standard

operating procedure (SOP) needs to be developed, implemented and followed
religiously. There is also a need to review the SOP from time to time to ensure

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that the one being followed is indeed the best fit as per changing consumer needs.
Hence, at Wipro we lay emphasis on the process rigor and impart adequate
training to ensure effective implementation as well.

Availability - When compared with enterprise support, non-availability of

support services in consumer support might not have business critical
implications, but at the same time, its importance should not be undermined. Due
to lack of technical know-how, the consumers are averse to self service options
and support from the product company is often their first and last resort. Non-
availability will only annoy the customers and the brand may lose out due to
negative "word of mouth" publicity. Wipro provides 24x7x365 non-stop support
to ensure availability of the support service as and when required by the end
users.  

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