中東客服中心服務企業的策略及市場機會

本報告已在2011年07月19日停止出版。

簡介

目錄

Abstract

Overview

Introduction

Successful Middle Eastern companies will start to deploy high-end contact center solutions, such as desktop and CTI applications integrated into back office functions, to streamline their operations. This is no easy task as the skills and knowledge to do so may not be readily available. Vendors and their partners face a tough challenge.

Scope of this report

• Reform in the Middle East leads to opportunities for vendors but challenges lie ahead
• To succeed in the Middle East vendors must be aware of cultural and technological challenges
• Middle Eastern contact centers demand high-end solutions and professional services
• Contact center vendors should explore partnerships with brands and regional system integrators

Research and analysis highlights

Shrewd international contact center vendors will benefit from their unique position of experience in delivering the technology to create western forms of customer service. These vendors can offer strategic advice on how to derive profitable revenues and increase customer loyalty during economic reforms in certain industries.

Having a geographical presence in the Middle East also means that the products and services offered by the multi-national enterprises must be tailored to attract local consumers. Localization of products and services in these culturally traditional societies can present difficulties if multi-nationals are unaware of cultural and religious norms.

Many vendors, such as Nortel and Aspect, have the need to shoreup existing installed bases. For these vendors to be successful in the Middle East, their contact center solutions need to focus on high-end horizontal applications and build specific relationships with verticalized systems integrators

Key reasons to read this report

• Understand which areas of customer satisfaction can be enhanced by deploying the right strategy in the Middle East.
• Develop an understanding of how to use specific strategies to win new business from companies looking to operate customer care services in this region

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
• ANALYSIS
  • Reform in the Middle East leads to opportunities for vendors but challenges lie ahead
    • Early reform in the Middle East' s telecoms industry shows companies how to replicate western customer service strategies
    • Governments seek foreign investment as the region stabilizes
    • Localization of products and services
    • Not all technology is accepted
    • Deploying inconstant market strategies to the contact center can affect presence in the Middle East
    • Multi-nationals and vendors need to have an appropriate governance structure
  • Middle Eastern contact centers demand high-end solutions and professional services
    • High end contact center solutions are profitable to vendors operating in the Middle East
    • Professional services can be a sweet spot if vendors illustrate how contact centers make a profit for firms
    • Knowledge and skills shortage in some countries has an impact on delivery of contact center projects
      • Vendors need to open up training centers to address sustainability
  • Contact center vendors should explore partnerships with bands and regional system integrators
    • Traditional SI partnerships are significant when engaging with international and domestic enterprises
    • New channel relationships need to be forged to sell contact centers to local companies
      • Channel incentivization in the Middle East can not operate on the same lines as in the West
      • Foreign investment regulations and restrictions may hamper success in some countries
• ACTION POINTS
  • Western customer service strategies are being adopted - vendors use this experience to sell to this region
  • There is an appetite for high-end solutions - but which ones will be important to the enterprise?
  • Skills shortages can be mitigated by opening of training centers
  • The Middle East prides itself on its personal relationships - vendors will find real success with customer referrals
• APPENDIX
  • Methodology
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
  • List of Figures
    • Figure 1: Foreign direct investment has risen in several Middle Eastern countries.

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