廖伦平（Zen Pin Liow）：Concentrix全球战略服务中心大中华区总经理。廖伦平先生毕业于马来西亚北方大学，获会计学荣誉学位。于2006加入IBM中国，目前负责Concentrix全球战略服务中心大中华区的各地IBM全球客户的整体业务流程外包服务。他是呼叫中心及业务流程外包领域的资深人士和顶级专家，在商业支持客户领域成就显著，支持的企业客户遍布亚太、欧洲、美洲、东南亚、日本和韩国。
问题1：Concentrix Global Business Status ( Overall, Growing segments, Focus Industries )
Hi everyone, my name is LIOW, Zen Pin.
Everyone call me Zen.
I run the Great China and ASEAN market for Concentrix.
Let me introduce to you Concentrix.
Concentrix is one of the top 5 global business service company
client engagement company in the world.
We are around 52 countries around the world.
We got about 100,000 people around the world.
We got more than 450 clients and we support more than 40 languages around the world.
3 years ago, we were still with IBM.
And we have recently last year acquired a company called Phoenix to improve and increase our competitiveness in the market.
It is my pleasure to be in the market to be able to support some of global top 5 companies in the world.
问题2：Strengthen of Global and China Concentrix
Strategy and Goal in the Mid/Long Term ( Global/China/Asia )
I would like to share with you the trends we see in the market today.
So we have been talking to a lot of customers,
talking to them about what did they see and what they are proud in the future.
And what we see today is this.
The first is, a lot of customers tell us that if I do not need to provide the service.
That is actually the best customer service in the world.
Made your product solution and the services are so good that your customers don’t even need to call you.
That’s the best.
The second thing that we are seeing in the market is from the behavior of the customer standpoint.
What we do really like is to do self-service.
If I can find all the information myself on the web, on the chat board, using artificial intelligent.
But that is the second major trend that we are seeing in the market.
Now you can get information really quickly.
You don’t need to spend a lot of time and a lot of people and any investment to provide the answers.
And that is the second biggest trend that we are seeing in the market.
The third trend that we are seeing in the market is because of the aspirational growth of the support in the region, we are seeing big shift from voice support to chat and social.
In this particular support,
the interesting part is and chat typically and for typical for our front agent,
they can do the mountable chats at the same time.
Whereas for voice agent,
they can do one voice at one voice call at one time.
So from productivity standpoint
it proves a lot.
From efficient standpoint,
it proves a lot.
And from the ability to support the growth of the business
it helps a lot from the economical and from growth standpoint.
Yeah, we see a lot of that.
And especially the fourth trend that we are seeing especially in the Chinese market is a lot of major major Chinese companies are expanding overseas.
When they expand overseas
when they acquire new companies overseas,
when they try to get to the new market overseas.
But actually what do they are trying to look for is a partner who can help them very very quickly to replicate the culture and replicate the process and the good performance to support their customers outside China.
The first impression is very very important to these customers.
Right? So what is seeing is a lot of Chinese companies getting into Europe, a lot of Chinese companies expanding into US.
We have seen some Chinese companies working with us in India, South Asia and all the way to South America as one.
问题3：What are the unmatched capabilities and thought leadership to deliver improved outcomes for client?
So in Concentrix,
where the solution is structuring the global footprint,global solution for our Chinese customers.
We typically have our Chinese speaking colleagues who will manage a solution, the entire proposition for the Chinese company in China.
Now the advantage is that we speak in Chinese, we understand the culture.
At the same time, we understand what is going on outside of China and help them to do and design the suitable solution for them.
Now that is on the initial stage after the culture has been assigned.
What we do is we also assign Chinese speaking colleagues who manage the relationship, manage the ongoing communication with the Chinese customers.
This will help facilitate a lot of miscommunication, a lot of facilitation for the Chinese customers.
So they need, the IE, they just need to do is one person in China in Chinese language who understand Chinese culture to help them manage the global business.
The next advantage is that the Concentrix bringing to the table is we believe the customers, customer engagement, customer experience is a people business.
Now in a people business, we don’t just depend on people.
So we bring together a lot of technology into the entire process.
For example, in managing the finding customer experience,
we utilize a lot of AI,
we utilize a lot of what they call the intelligent chat board to manage and reduce the cause and transaction into us.
We call that the contact avoid us.
The less the transaction come to the agent is better for our customers from the cause and from the experience standpoint.
When any of the transactions come into the operations, so what we do is that we will have tools.
For example, we have 2 called PACE when it does tax mining of the chat tax mining of the email coming into our organization,
where we can do automated quality control,
we can prior our ties any chat emails that are in privacy.
Maybe because they are VIP customers or whether is more bringing more complaints or we need to handle them very very quickly.
So we have this kind of tools to help expertise the experience and help to straight line the operation of the back office.
We also have technology in terms of what we call internally all tops way.
It provides the automated performance management from the operation standpoint.
It will bring out and bring alert real time on the KPIs on the performance of the agent,
performance of the operation,
all the way to the team leader managers and see the management automatically.
So in the real time,
this is what we are able to track the performance of the people and how we are supporting our customers,
where we are meeting all these service levels supposed to and whether there are any urgent and important math we need to do very very quickly.
Now, Analytics is big with us.
So we have a very big analytic team and a very big social team.
So what we are doing from what we are seeing.
A lot of customers moving from voice to chat social.
We have a global customers in software business where we support the global Facebook and twitter and the forum where we used to Facebook, twitter and forum to provide technical support for the customers.
So any of the customers go to the Facebook site, cooperate twitter, cooperate forum, it is exactly us who are supporting them for the technical questions, from the simple customer care questions through these social media platforms.
And at the same time, we do the social media center analytics for this particular global software company so that the clients would have a 3/6 view of what the customers are talking about from both in terms of operation data.
And secondly is from the social media assignment analytics that we do for them.
Let’s talk about something probably is closed a lot of people’s heart.
Would machine learning the eye pieces the job of the client center of customer services.
Now in my personal view,
that’s a very very high chance,
the AI machine learning,
virtual chat board will replace a lot of what we do and what we use the people for correctly.
Imagine that if the chat services and email services probably consist 30% or even 60% of the center job today.
We are predicting at least 34% of that will go away and go to the machine learning and go to the AI virtual chat board.
So it is a trend where we won’t be able to stop.
It is a good trend,
it is the right trend.
And from the Concentrix standpoint,
we are prepared to how our clients to move to the direction although it may mean we are reducing the businesses that we have the business of the customers.
Because we think that’s the right thing to do for our customers.
问题4：What are the CNX unique innovative approaches ? ( Digital, Social, Automation, AI, MO etc )
understanding our views on where the industry / customer experience is going
how are Chinese companies preparing for this trend
case studies that we can share
Now the next topic that people probably have in their mind is,
I have my center right now is running perfectly.
The support from the organization cooperation is good for my center.
Why would I want to outsource?
Why would I want to consider a partner?
How I typically see is in the capital center,
in the self management center,
that is a honeymoon period.
But you try to consult the day,
all your different operation in different locations is one location.、
That is really a honeymoon period.
And one year after that,
the centers is enjoy very strong support,
very honeymoon period from the external organization where people are growing your standardizing process and customer experience for your company.
The challenge only comes two years after the center is settled.
Why is that?
That is the time when the cooperation,
we say,what else can you do for your company?
How much more can you reduce?
How much more performance can you increase?
What else you can do for the cooperation?
I think that’s where the challenges start to coping for the campus center.
What can the outsource partner bring to the table?
Personally, I strongly believe that the clients should have the captive and they should have the outsourcing partner.
It is not ritualism, they should live together as a partnership support should support the customers.
Now, the outsourcing partner, what company like Concentrix can bring to the table out of following.
The first is, we have invested massive amount in the new technology,
new assets to automate our processes to putting the AI automatic and machine learning to into our fronting and backing operations.
This is the perfect place to abridge us.
For customer in captive,
you don’t need to reinvest or invest this kind of technology which is just engaged us and we are using what we have and build the customer for you.
So the result to you is more immediate,
short-term and investment that you putting is lesser the alternative investment to you is a lot of higher.
So that’s the first thing to using the outsourcer with this captive.
The second thing is what the capital center is one of the challenges that typically the capital center face this attrition to people.
The people will be staying there for a long time.
They would have some sort of standard career puff.
People start to believe.
And why is such a big challenge to the outsourcer?
Obviously, we have all the challenges from the attrition coincidence standpoint.
The advantages that we have is for the outsourcing partner like us.
We will keep growing our businesses
we will keep bringing the new customers.
The existing operation will keep us expanding.
So what I mean is there will be more career opportunities for the existing people.
Now whereas the career opportunities for the existing people that people would stay.
Because they will grow professionally with the organization.
Not just for a specific customers
they will move to different project,
a different program or even a different country to do the similar work or more senior work within the organization.
So naturally, although the changing different jobs we did for the company,
they are still same for the company.
So that help with the attrition and the career growth for the professionals.
The other thing that the else thing bring to the table is our ability to innovate.
I’m not saying that the captive center would not be able to innovate.
It’s just that because we have a larger footprint globally where any investment innovation we can elaborate and we can reuse us in different programs and different job offers around the world.
So from my point of view,
it’s one-time investment and that we can elaborate.
We can elaborate around the world.
If you work with outsourcing partner with us,
we can reuse and re-customize such innovation to you at front of the course.
So you get the full benefits but at the front around the course.
So around the investment course
it always works better for you.
So as a Chinese company,
whether you consider domestically at how to aspect the domestically,
how to aspect the overseas.
But one of the question is that people tends to us is to do I have to outsource now and our lose control or lose my management forever.
Well, the answer is no.
That is option what we call it operate transfer.
So for example, for our specific company,
if your company is interested to expanding to India,
for example. You can come to Concentrix and say,
can you help me to build the center?
Can you help me to operate the center?
After 5 years, he transferred the center back to me.
That is an option that we offer to our clients.
We call it build-operate transfer, BOT.
Where before our customers to build the centers in the new countries or new places that they like us to build,
we will operate for them,
putting all the best practices extremely the processes for the next 5 years, 10 years.
And the client would have an option to transfer and to take the entire center and the entire team loss and process people back to the organization.
So in this particular model,
you are actually not losing control.
You are becoming a lot more flexible.
You’re getting to the new market a lot quicker.
With the next experience partner,
you have the flexibility to reorganize your organization as time comes or when your strategy of your organization changes.
So let me share with you something about
something that is cool to services that we do and call services that you do.
It is in terms of knowledge base.
people think the knowledge base is just frequent else questions.
People wait the questions, you are the right answers.
That’s already based. Now we think more than that.
we believe the knowledge base is the call of bring that all the services that we do.
Why is that?
Imagine that the knowledge base is being using by your front agent.
We believe that the same knowledge base should be linked to your website so that you can allow services.
And certainly is the knowledge base is call to the virtual chat board.
The virtual assistant where we can build the machine learning,
we can build the AI of that to continue to learn what the customers are asking and to re-find the question that we give to the client.
And the knowledge base is also call where we can link to your ab,
the company aps,
your services aps where customers can go and get what the information that they need.
So the knowledge base is really the central and the necklace of the services and show consistent customer experience and consistent answers to your and customers across the board.
Now how do we show this knowledge base is good.
That’s a very very big topic.
the Concentrix will believe the first step is to understand why your customers reach up to you.
So the first step where we typically do is when we look at your contact drive analysis,
we look at why your customers reach up to you from different channel based on the analysis why they reach you.
We will plot out the questions to address the acquires that’s coming in.
The questions and the ranking of the questions,
the sequence of the question.
That’s the easy part.
Now how do we write the answers?
A lot of time in the knowledge base.
The answers are probably written by professional from the other point of view.
So often time,
you will see that some of the cure or the knowledge base you look at the questions,
you look at the answers and you stretch your hair and see,
I still need to call the customer services center.
So that doesn’t help.
So in Concentrix,
what we do is we do the industrial design of contact management.
So we look at the contact drive analysis that I mentioned just now is based on the analysis.
We have the content designers who design the structure of the answers.
We design the trouble shooting tree to address the questions.
Now this is now the skills or capabilities.
That is available white in the market. We need specialized skills to do that.
And this team,
we will look at the question and answer the questions from the un-consumer standpoint.
So that will un-consumer listen and read the question.
And the questions they can understand and do not call us.
So that’s the most important things that we need to do.
Now when you have a very Twitter and very easy to understand the knowledge base.
And when you link to your chat board and link to your website,
link to your IVI,
naturally when people get the answers,
they won’t call into your cooperation.
So that will improve the customer experience and improve the efficiency and reduce your overall burden and your overall pressure to your operation.
And that will obviously in turn reduce your cost manage,
the operation of the customer services.
So let me talk about one of the new capabilities or the new things that we are seeing in the market.
What we call it marketing optimization.
What that is really.
We are hoping and supporting a very large auto manufacturing where we design the pre-sales marketing companion for them.
We base on the marketing companion.
What we do that is we help them to segment the customers,
based on the segmentation,
base on the target of the segmentation that we have identified and selected.
We will send now very precise marketing incentive and promotion to a very small and targeting segment.
Now based on this,
the customers will in turn reach back to us,
using the channels.
That will designate.
It could be a real chat.
It could be a real web.
It could be a real website or Facebook so that we can clink and get what they are truly looking for.
Based on this information,
we can then again revert and re-find the data that we have and share with them and push the information that we most relevant to them.
So let me share with you where they globally and why that is important and how your company expands overseas.
When you look at the global map that we have,
the color portion are where we are located.
why that is important?
When you look at your global market as your global company as yourself,
we have a big presence in China.
We use China to support the domestic Chinese market.
We also use China particularly city in Dalian and support from early Japanese and Korean businesses,
from the language of capabilities standpoint.
That’s Dalian is a perfect place to do that.
So that’s China.
From Philippines type,
what we do also is probably using Philippines for.
So we probably use the Philippines to support the voice business,
the English voice business for North America.
Because the voice in Philippines are more acceptable to the North America consumer.
How it’s about India?
In nowadays India,
we have a lot of using in India for two things.
First is for the domestic market.
So the India has a very very large domestic business.
And India has also moved a way,
move to more non-voice English support.
Just support global English.
The next big market that we have is South Asia.
South Asia is about 6,000,000 population.
Since then we are entering,
we have occurred presently in Malaysia and Philippines.
And in a very near future,
we will bet opening new facilities in Thailand,
Vietnam and Indonesia.
So that will more or less have a major market that we have in South Asia as the next what we call background for a lot of very very large companies around the world.
New Zealand and Arminia are near showing services center for us is mainly support Australia and New Zealand domestic market.
what we see a lot of Chinese customers are spending in Europe.
How do we do that in Europe?
We have a center in Bulgaria where is supported by 11 languages.
So we use the center in Bulgaria to support the entire European languages that we have.
Now we do have a center,
we have two centers in Portugal and a center in Belfast.
How do we divide the world,
divide the Europe support from.
Here Belfast is very useful when we support.
The languages which is the skinning languages.
So what that means is between the Bulgaria center and Belfast center and Portugal center,
we would be able to cover the entire Europe,
including Russian languages.
So that’s all the Europe.
So let’s expect the services for the large market.
It is the South American market.
In South American market,
there are two major languages.
One is Portugal and Spanish and most important is English.
Why is that important?
So we have centers in Costa Rica and many in Costa Rica are now where we support the Spanish the Portugal language.
We will use that as a new social language to support the North American market.
So think about this.
In stead of having Philippines and it is maybe 12 away from North American market.
We do have alternative option to use the South America to support North America in similar time.
The English language is very acceptable to the American market.
And this is what we are using for and cost is very reasonable for support that market.
And this is how we see also.
So when you go back to the big global market that we have ,
we would be able to support any of your operation globally,
any languages that you need.
And for Chinese customer,
as I mentioned in another section,
we have a single contact for you in China while you are able to speak Chinese to you.
We understand your culture,
we manage all your global operation for you.