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ASEAN customer solutions centre opens in Malaysia: Brandt, Servion, Cisco

AvantiKumar | Jan. 30, 2015
MSC Malaysia-status Brandt International launches BPO facility to serve consumer-facing brands in Malaysia and the ASEAN region.

Brandt Contact Centre 2.0 

Photo - (From left)  Abhijit Banerjee, Vice President and Region Head APAC, Servion; Munirah Looi, CEO, Brandt International; and Albert Chai, Country Manager, Cisco during the announcement at Pullman Hotel, Kuala Lumpur.


MSC [multimedia supercorridor] Malaysia status BPO specialist Brandt International has launched a business process outsourcing [BPO] facility in Malaysia, which will help deliver customised Customer Experience solutions to consumer-facing brands in Malaysia and the ASEAN region.

Another MSC status company, customer interaction management [CIM] solutions provider, Servion Global Solutions together with networking solutions giant Cisco will provide the contact centre management technology and networking solutions to power the 2,000-seat facility.

Brandt International's chief executive officer Munirah Looi said the platform as "a first of its kind in the ASEAN region, the platform will enhance customer service levels for small and medium businesses across Malaysia and empower businesses to focus on growth and adaptability. The scalable offering is able to fast track an organisation's requirements to establish CE infrastructure of any seat size within a fortnight."

"We are delighted to deliver on the faith Multimedia Development Corporation (national ICT agency MDeC) has bestowed upon our company," said Looi. "Year after year, Brandt has shown definitive progress while pioneering positive change in Malaysia's ICT industry. We are thrilled to be in a position to address a prime concern of many Malaysian and regional organisations, which have difficulty in delivering excellent Customer Experience to their consumers on a consistent manner due to resources and capabilities."

"Our KPO/BPO facility is now equipped to provide tailor made CE solutions to help brands drive brand loyalty, consumer retention and satisfaction," she said. "Our value proposition that we bring to our clients is our consulting-led approach in assisting clients to enhance their customer experience through proven strategies and intervention in people, process and technology enabled platform."

Servion has designed the technology architecture at the facility, which included Cisco Contact Centre Enterprise platform, an Interactive Voice Response (IVR) self-service module and multi-channel capabilities including social media, mobile and web for inbound and outbound customer interaction processes. 

 Challenges of delivering the 'brand promise'

Citing research firm APRG, Looi said that between 2015 - 2017 call centre operations in Malaysia were forecast to experience single digit growth, while the number of global business processes being managed from Malaysia are predicted to see double digit growth. In Malaysia, Customer Relationship Management (CRM) technology spending increased by 23 percent in 2013 with more robust spending increases forecasted for 2015. This was mainly due to backing by government programmes and the domestic enterprises' drive to upgrade their data centre operations.

"Brands today face challenges on the marketing, branding and customer experience front," said Servion APAC vice president and regional head, Abhijit Banerjee. "Brands are expected to deliver consistent CE at all times, in all geographies and across all channels, particularly on social media channels. To deliver consistent CE in line with the 'brand promise', organisations need to tailor make their CE infrastructure or get support combining design, technology and people."

Albert Chai, Cisco Malaysia country manager, said: "Together with Servion, we are able to deliver a next-generation contact centre solution that is highly scalable to serve Brandt's business requirements. Cisco's Unified Communications technologies are deployed by companies around the world across industry verticals, and we are excited by the opportunities to drive Brandt's growing business and help increase productivity of their employees and in turn improve customer experiences."


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