Service Providers Boost Asian Contact Center Innovation

ISG Provider Lens™ report highlights that enterprises in Singapore and Malaysia are increasingly outsourcing contact center customer experience services to adapt to evolving consumer needs and technological advancements.

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10/26/2022 - 10:00 PM EDT

Outsourced automation, security and analytics capabilities help companies in Singapore and Malaysia meet new customer and workforce needs, ISG Provider Lens™ report says

SINGAPORE & KUALA LUMPUR, Malaysia--(BUSINESS WIRE)-- Many enterprises in Singapore and Malaysia are responding to changing work modes and consumer preferences by tapping into contact center customer experience services from outside partners, according to a new research report published today by Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm.

The 2022 ISG Provider Lens™ Contact Center — Customer Experience Services report for Singapore and Malaysia finds enterprises’ captive contact centers are seeking third parties to relieve the burden of keeping pace with new technologies, which are increasingly important as consumers in the region become more inclined to use online services in many facets of life.

“Innovation is now essential to delivering compelling customer experiences,” said Deepraj Emmanuel, director, ISG Asia. “The pandemic, geopolitical events and a talent shortage all add to the current uncertainty and drive an evolution in the contact center ecosystem.”

The work of contact center agents is increasingly supported by digital solutions, many of them based on AI and analytics, the report says. These help companies automate workflows to streamline the management of agents, a growing requirement as more agents switch to home-based or hybrid work modes.

As flexible work becomes the norm in this region, service desk management and secure infrastructure to support remote workers are vital, ISG says. Enterprises are outsourcing these functions to service providers so they can focus their resources on the core business of customer experience.

“The better a company supports its contact-center workforce, the better they can serve customers and inspire brand loyalty,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research.

Enterprises that were implementing internal advancements such as robotic process automation and recruitment process outsourcing before the pandemic are now shifting to customer-facing automation to differentiate themselves in the market, the report says. AI-based tools, such as natural language processing and predictive customer interaction analysis, are helping companies improve outcomes on the front lines.

In addition, the report examines other customer experience trends affecting Singapore and Malaysia, including ongoing supply chain disruptions and the increasing importance of social media as a channel for attracting and interacting with customers.

The 2022 ISG Provider Lens™ Contact Center — Customer Experience Services report for Singapore and Malaysia evaluates the capabilities of 19 providers across three quadrants: Digital Operations, Work From Home Services and Social Media CX Services.

The report names Concentrix, Genpact, Startek, TDCX and Tech Mahindra as Leaders in all three quadrants. It names Accenture, IBM and Wipro as Leaders in one quadrant each.

In addition, Infosys is named as a Rising Star — a company with a “promising portfolio” and “high future potential” by ISG’s definition — in all three quadrants.

A customized version of the report is available from TDCX.

The 2022 ISG Provider Lens™ Contact Center — Customer Experience Services report for Singapore and Malaysia is available to subscribers or for one-time purchase on this webpage.

About ISG Provider Lens™ Research

The ISG Provider Lens™ Quadrant research series is the only service provider evaluation of its kind to combine empirical, data-driven research and market analysis with the real-world experience and observations of ISG's global advisory team. Enterprises will find a wealth of detailed data and market analysis to help guide their selection of appropriate sourcing partners, while ISG advisors use the reports to validate their own market knowledge and make recommendations to ISG's enterprise clients. The research currently covers providers offering their services globally, across Europe, as well as in the U.S., Canada, Brazil, the U.K., France, Benelux, Germany, Switzerland, the Nordics, Australia and Singapore/Malaysia, with additional markets to be added in the future. For more information about ISG Provider Lens research, please visit this webpage.

A companion research series, the ISG Provider Lens Archetype reports, offer a first-of-its-kind evaluation of providers from the perspective of specific buyer types.

About ISG

ISG (Information Services Group) (Nasdaq: III) is a leading global technology research and advisory firm. A trusted business partner to more than 800 clients, including more than 75 of the world’s top 100 enterprises, ISG is committed to helping corporations, public sector organizations, and service and technology providers achieve operational excellence and faster growth. The firm specializes in digital transformation services, including automation, cloud and data analytics; sourcing advisory; managed governance and risk services; network carrier services; strategy and operations design; change management; market intelligence and technology research and analysis. Founded in 2006, and based in Stamford, Conn., ISG employs more than 1,300 digital-ready professionals operating in more than 20 countries—a global team known for its innovative thinking, market influence, deep industry and technology expertise, and world-class research and analytical capabilities based on the industry’s most comprehensive marketplace data. For more information, visit www.isg-one.com.