KUALA LUMPUR, 25 MAY 2009 Malaysia's contact centre industry will continue to grow, according to analyst firm Frost & Sullivan.
Malaysia's contact centre applications market grew 14.8 per cent in 2008 to reach a market size of US$16.7 million, said Frost & Sullivan Asia Pacific industry manager, Shivanu Shukla. It is forecast to grow at a CAGR [compound annual growth rate] of 11.3 per cent [2008-2015], to be valued at an estimated US$35.4 million by end-2015.
Speaking of the firm's latest Asia Pacific Market Insight, Shukla said: Malaysia is an important growth market for contact centre applications in the Asia Pacific, driven largely by the government's effort to boost customer service standards and make Malaysia an outsourcing hub in the region.
The study covered contact centre applications that included the following systems, solutions and software: Automatic Call Distributor (ACD), Computer Telephony Integration (CTI), Interactive Voice Response (IVR), Outbound Systems, Call Monitoring, Workforce Management (WFM), Speech Technology, and Multimedia Systems.
Major deployments in 2008 came from outsourcers, government agencies, banks, financial institutions [BFSI] and telecom service providers in response to a growing demand for improved customer service levels, said Shukla.
In particular, the BFSI and telecom sectors, which are the top spenders in contact centre applications, are expected to continue investments in expanding and upgrading their contact centres, he said.
Existing large in-house centres in banks serve customer support functions, and newer centres are expected to be set-up in line with a growing end-consumer base, he added. Telcos are expected to follow suit as their subscriber base grows and new services and promotions are launched.
Malaysia's diverse labour pool
Small in-house centres are also being set-up in government agencies that are looking to spruce up their customer care offerings, Shukla said. Contact centre outsourcers are attracting strong domestic as well as offshore demand, he said.
The diverse labour pools available in Malaysia, coupled with relatively low operational costs, make it an attractive alternative to neighbouring outsourcing hubs, said Shukla. As a result, major Malaysian outsourcers continue to expand and upgrade their existing contact centres.
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