• Market assessment, strategy and business plan development for contact centre business process outsourcing opportunity
  • Market Entry
  • New businesses
  • Contact Centres and Customer Service
  • Cost assessment
  • Roadmap development

Near-Eastern Telco

Business plan and market entry strategy for Turkey to become the ‘location of choice’ for the off shore contact centre outsourcing

The Philippines and India have created large industries that meet the clerical and customer contact processing needs of more developed economies by the provision of ‘off shore’ business process outsourcing services. This is despite long distances, cultural, accent and other practical diffi culties, and similar outturn costs to locations such as Turkey. Our client wanted to determine if there was suffi cient potential for Turkey to make a decisive investment, and if so, what was the business case and what were the actions required to make Turkey a ‘location of choice’ in its target markets. In addition to the benefi ts to Turk Telecom, our business case assessed the impact of successful market entry on growth and employment.

David provided contact centre expertise into the project, providing the ‘cost line’ of the business case and providing a clear defi nition of the key building blocks or enabling actions that were prerequisites to successful market entry. The latter were critical as Turkey was a late entrant and had work to do to ensure potential clients knew services benefi ted from excellent and low cost telecommunications, access to high quality labour and offi ce premises and surrounding infrastructure that provided acceptable working conditions for employees and visiting clients. David painted a ‘vision’ of a ‘Contact Centre City’, a location that would showcase Turkey’s service delivery capabilities and act as a centre of excellence, constructed a road map toward achieving it and estimated the costs using his expertise and benchmarks.

Coupled with analysis of market attractiveness of the set of languages that Turkey could serve and economic analysis, our work produced a clear case for the signifi cant investments required. For the Turkish economy, the analysis identifi ed an opportunity that would have 1 3-4% impact on GDP.