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As Africa BPO business grows, a call goes out to get organized

Olusegun Abolaji Ogundeji | Aug. 1, 2014
Following the example of the burgeoning business process outsourcing industry in India, African entrepreneurs are in a stronger position than ever before to offer outsourced call center services to companies operating out of North America and Europe, according to industry insiders.

Following the example of the burgeoning business process outsourcing industry in India, African entrepreneurs are in a stronger position than ever before to offer outsourced call center services to companies operating out of North America and Europe, according to industry insiders.

"Call centers present an important business process outsourcing (BPO) opportunity in many countries across Africa, thanks to Africa's new levels of connectivity and its central position on the global timelines," according to Christopher Bell, channel manager for Africa at the Interactive Intelligence Group, a global provider of software and services.

Gartner estimates that by the end of 2018, the BPO customer management contact center market will be worth around $42 billion, Bell said in email. "Countries such as South Africa and Kenya are already establishing BPO hubs with a view to capitalizing on this growth and creating new jobs in their regions," he said.

He added that in an era in which customers use multiple means to communicate, including instant messaging, video chat, email, Web-based self-service, social media and mobile messaging, "call centers are equipping themselves to interact with customers across a variety of channels."

Bell last week called for the creation of a call center association for Nigeria and other African countries as a way of promoting a standard for call centers, which, he said, have become the norm for private and public sector organizations in developed regions.

As the number of call centers in Africa grows, it is important for them to benchmark themselves against common standards and best practices, Bell said.

"As is the case in Europe and elsewhere, call center associations offer members a common platform for discussion, training and information sharing, a united front to address challenges, and a means to assess their performance against the best practices in the region," Bell said

Performance indicators they might assess include factors like call answering times, average time to resolution and customer satisfaction levels, he added.

Business development experts agree that the BPO market provides opportunities for African companies, though there are challenges. Though African call centers have improved their responsiveness, they are still not making the most of the potential opportunities in the BPO sector, said Ayo Ayeni, the head of business development at Media Bridge in Nigeria.

Company communication structures and a lack of staff training sometimes prevent the gathering and dissemination of the sort of information that can enhance call center services, Ayeni said, via LinkedIn. He explained that call centers enable public or private organizations run a two-way interaction with the market — not only sharing information about products and services with customers but also gathering market information such as how customers feel about certain products and services.

 

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