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Contact centres in AP to rely on WFO and analytics tools for growth

Nurdianah Md Nur | Aug. 5, 2013
The contact centre applications market in the region is projected to grow to US$1.16 billion by 2019.

The Asia Pacific contact centre applications market has recorded revenues of US$703 million in 2012, according to Frost & Sullivan's new analysis. The market is projected to see an increasing investment to help it grow to US$1.16 billion by 2019.

Japan and Australia contributed to over 44 percent of the total revenue in 2012. However, India and China are expected to account for over 31 percent of the total market revenue in 2019.

Given the uncertain economic outlook and tight capital budgets, many organisations have stalled their plans to replace legacy systems. Companies are also experimenting with customer channels, such as mobile apps and customer forums, in response to the growth of social media.

The contact centre applications market will thus rely on the adoption of workforce optimisation (WFO) tools and analytics tools to help sustain its growth during the forecast period. Demand for these tools is expected to increase as call centres in Asia Pacific rely on these tools to optimise their operations, thereby helping them be cost-effective.

Differing growth rates across Asia Pacific
Growth patterns are expected to vary greatly across countries in the region.

Companies with a presence in multiple countries in Asia Pacific have consolidated their contact centres to more competitive locations such as the Philippines and Malaysia. By doing so, these companies are boosting optimisation, maintaining the quality of customer care and widening their market potential.

Krishna Baidya, Frost & Sullivan Information and Communication Technologies research manager, said: "Despite the economic downturn's effect on the buying patterns in the Inbound Contact Routing [ICR], IVR, and outbound markets, all performance optimisation segments [in particular analytics] witnessed good growth."

"Available budgets were used to purchase analytics tools that help businesses save money, decrease churn, and improve customer relationships—all classic contact centre drivers."

Last year, the BFSI and telco sectors dominated investment. The government sectors in Australia, Singapore, Japan, India and Malaysia have shown significant demand in line with their push for enhanced citizen services.

Investment per seat continued to be higher in relatively matured markets, where pricing as well as the sophistication of applications are higher than the emerging markets.


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