Buzz Contact Centre Solutions highlights value of outsourcing CRM

Abdullah Qasim, Head of Buzz emphasises; "The usage level of OSPs in the Middle East region is very low, in fact only about one percent of companies uses them. The rapid growth in retail banking services and the liberalization of the financial service market in the region will create a geometric rise in the need for experienced customer service response both to maintain high levels of customer satisfaction and to maximise the value added benefits."

Part of the Emirates Bank Group (EBG), Buzz Contact Centre Solutions, a Dubai-based OSP is already well acquainted with the challenges inherent in the changes underway in the industry through its relationship with the EBG. Although only two years old, the company has grown almost 10 fold, from an initial 15 seat operation to its current expandable 120 seats. It has a US$1.5 million investment in state-of-the-art equipment, software and technology. The high cost of infrastructure is one reason they feel that outsourcing is a sound business decision.

"The minimum investment in a viable call centre including automated response (IVR) is upwards of US$300.000," states Buzz Call Centre Manager, Ibrahim Gailani. That coupled with the cost and complexity of systems integration and other allied expenses and installation challenges and the long lead-time necessary for employee recruitment and training make in-house call centres a difficult choice for many companies particularly those in the small and medium size range."

Corporate culture is another example of the hurdles that in-house call centres face. "Dealing with customer contacts over the phone, fax or web is often not in a company's core competency," Qasim points out. "This even applies to companies in the service sector including banks, which have excellent experience in face-to-face transactions but lack the skills to effectively deal with telephone contacts."

Buzz has intensively trained its personal in all areas of call centre operations, such as problem resolution and marketing. It provides a carefully planned working infrastructure and environment to minimise stress and increase productivity. The company staff works in a colourful "happy" atmosphere and has access to recreational equipment including a swimming pool for before and after shift relaxation and exercise.

The company emphasizes its banking experience, both as a part of EBG and with third party clients. "We can be on the ground running while other OSP's or in-house operations are barely on the upward slope of the learning curve," Qasim proudly states. "In the environment of rapid change currently existing in the financial industry in the Middle East and North African region, time is a vital factor and translates rapidly into money. We are set-up, experienced and proven and the benefit to potential clients should be obvious;" he concludes.

Flexibility and a range of diverse services are another key to Buzz' success. They customise service packages to suit the client even to the extent of providing seats to the client's own staff if required. Their tailored, accurate MIS packages serve as a vital tool for client management.

Buzz is the winner of numerous international awards and certifications attesting to their capabilities. Included amongst these awards is the Benchmark Portal-Purdue University (USA) "Centre for Customer Driven Quality" award, received at the high profile call centre global event in Las Vegas in 2003

Their presence in Dubai and at Cards Middle East 2004 is testimony to their confidence in the quality of their service as well as the region's potential as a modern business and banking hub. With a high quality, low-cost labour force and an ideal geographic location, Buzz and Dubai are in an ideal position to actively compete with the Indian subcontinent for the OSP dollar.