MARKETING ANALYSIS OF BPO SECTOR

In this BPO inbound system, the process undergoing is that the agent tries to sell his
product so that the agent gets the details of the customer from the database and pitches
about his product and makes the sales successful. The communications is done through
the telephone. Telephone is the major component used for customer satisfaction service.
The steps are as follows:

• The agent login to the website and enters the username and password. It checks
for authorization.

• If the username and password is correct, it allows the agent to get the details of the
customer from the database.

• Now the agent makes the call to the customer and pitches about the product.

• If the customer is satisfied, agent sells the product else disconnects the call.

• Agent proceeds with another call.

Apart from all these above there are some problems which the BPO companies face while
executing the idea of outsourcing any product in the market and some of these are
discussed below:

Recruitment and selection in BPO

While selecting or hiring people the BPO company have to take care of the criteria on
whose basis they are selecting people. And sometime finding some people who can meet
all the criteria and to fit the environment becomes very much difficult.

Stress management in BPO

In most of the BPO sector the shifts of working is 24/7 which is the whole day so people
working in rotational shifts finds it difficult to cope up with the personal stress and also
health related issues. So the HR of the company always have some other plan to reduce
stress of the employee working in the organization by executing some activities inside the
working environment.

Employee retention policies are also amended in an organization to retain the important
resources of the company within the company by using many strategies and plans.

LITERATURE REVIEWS:
A brief review of some of the studies conducted in recent years relating to the topic is
given below.
Abdullah Aldarrab, Sandeep Jagani and Tauseef Iqbal (2006) “Outsourcing to
India: Current and Future Trends” researched that the Indian market.
Multinational Corporations (MNC‟s) have managed to identify several countries world
wide to outsource their non core competencies abroad, in order to focus more on what
they
can do better than others and improve profitability. India is one of the leading
countries to attract foreign business activities in the past two decades. This was a result
of multiple factors that made the country an attractive choice for outsourcing by MNCs.

Abdulwahed Khalfan, (2003) "A case analysis of business process

outsourcing project failure profile and implementation problems in a large
organization of a developing nation", Business Process Management Journal, Vol. 9 Iss: 6,
pp.745 - 759. As is the case for many developing
economies, internationally published
research on information systems (IS) practice in Kuwait is in short supply. The few
reports of Kuwaiti IS/information technology (IT) practice highlighted in studies of Middle
Eastern or Arab computing, have also largely discussed them in terms of
these broader regional identities rather than their specific national context

RESEARCH METHODOGY:

RESEARCH HYPOTHESIS:

To research about how marketing is done in an outbound sector for any particular
product. And to study the work, the working environment, the supervisor behaviour, the
working hours (shifts), and the customer behaviour in OUTBOUND sector which will
include the work difference between INBOUND and OUTBOUND sectors both.

RESEARCH MODEL:

It is the model where the work flow management of an outbound sector of BPO company
is shown.
RESEARCH PLAN:

Plan and specify first:

Following are the credentials that a BDO must come up with in order topresent the
mission of achieving its targets with the targeted BPO.
• A scope of work
• Level of effort projections
• Time frames
• Performance indicators that will be used to monitor the project.

The benefits of conducting feasibility studies in customer services are:

• Service level requirements man power specifications areclarified and agreed upon
before development work is undertaken;

• Features can be reconciled with available budgets;

 • The project can be cancelled at an early stage if it is found to not be feasible to
undertake as intended (Probation phase of business process outsourcing).

Failed customer services projects are often the result of specifications

beingneglected before full business process outsourcing of customer services project
is undertaken.

Examining Workflow Procedures:

For the first step, standard operating procedures are a must to be developed to guide its
in-house administrative call center employees

Invoicing and Payment:

Payment and invoicing for customer service programs can vary according
tothe size of the service provider. Normally, most of the call centersorganizations work
under advance payment arrangements, working with a decided time frame
advance payment. At the mid-sized and smaller outsourced call center, payment terms
might not require as much of an advance payment as the large outsourced center require.
Billing is usually done weekly with payment due after one week.
Rates are based on production (login) time, defined as the time that a customer service
agent actually spends logged into a phone system and prepared to take calls. Each payroll
hour generally provides between 42 and 45 minutes of production time at most call
center.1

Mistakes To Avoid:

The major mistake in outsourcing customer service work is to attempt to scale up too
fast. If you do not start small, with five to six people (who can later serve as trainers or
team leaders), then you will find that after three to four months (if not sooner) you will
be back at that staffing level once an outsourcing program has run into trouble. Some
organizations might initially recognize the need to scale up from a low staffing level, but
when the time comes for implementation, they feel pressured into adopting
untenable ramp up strategies. To reduce risks from internal staff turnover, contract
provisions can be used to tie staff to specific projects. This is particularly important for
supervisors and team leaders, with whom clients often invest substantial training. It can
be specified that replacements for supervisors come from within the original team that
was trained by the organization.
Another mistake that organizations can make in outsourcing customerservice work to a
BPO is to not budget for adequate training time

Risk Management:

When firms outsource a business process, they also tend tooutsource the risk associated
with the execution and management of the process. Not surprisingly, these relationships
are marked by high levels of dissatisfaction. The risks are firm- or relationship-level risks.
No macro risks such as political or economic risks are outlined here. The risks are broadly
classified as project planning and management risks, supplier selection risks, contracting
and negotiation risks, transition and start-up risks, and
contractand supplier performance risks, a firm would be considering while outsourcing.

In this project we will come across different factors of BPO sector and how it works. We
will see how a company do the marketing of their existing product and any new product
which it is going to launch by telephonic medium and also to increase their sales in the
market.