Topic: Everest Group PEAK Matrix TM for CCO Service Providers

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1 Topic: Everest Group PEAK Matrix TM for CCO Service Providers Focus on Sitel November 2013 Copyright 2013 Everest Global, Inc. This document has been licensed for exclusive use and distribution by Sitel

2 Introduction and scope Everest Group recently released its report titled Contact Center Outsourcing (CCO) - Service Provider Landscape with PEAK Matrix Assessment This report analyzes the changing dynamics of the CCO landscape and assesses service providers across several key dimensions. As a part of this report, Everest Group classified 20+ service providers on the Everest Group Performance Experience Ability Knowledge (PEAK) Matrix for CCO into Leaders, Major Contenders, and Emerging Players. The PEAK Matrix is a framework that provides an objective, data-driven, and comparative assessment of CCO service providers based on their absolute market success and delivery capability. Based on the analysis, Sitel emerged as a Leader. This document focuses on Sitel s CCO experience and capabilities and includes: Sitel s position on the CCO PEAK Matrix Detailed CCO profile of Sitel Buyers can use the PEAK Matrix to identify and evaluate different service providers. It helps them understand the service providers relative strengths and gaps. However, it is also important to note that while the PEAK Matrix is a useful starting point, the results from the assessment may not be directly prescriptive for each buyer. Buyers will have to consider their unique situation and requirements, and match them against service provider capability for an ideal fit. 2

3 Everest Group s definition of the CCO market is centered on the delivery aspects of customer interaction Contact center pyramid Strategy Value-added services Operational services Strategy Channel management Customer analytics Customer retention management Performance management & reporting Outbound sales services Inbound sales services Order fulfillment and transaction processing Payment collections Customer service Customer interaction technology Traditional CCO primarily focuses on individual operational services Increasingly, value-added services are included in CCO Everest Group defines the CCO market as engagements with the primary purpose to support all forms of direct and indirect (or in support of direct) interactions with customers, both external and internal. It involves a structured multi-channel and remote communication environment CCO does not include contact center services embedded within the scope of outsourcing engagements targeting processes other than customer care, such as IT Outsourcing (ITO) or Human Resources Outsourcing (HRO) Source: Everest Group (2013) 3

4 Everest Group PEAK Matrix 2013 CCO market standings Performance Experience Ability Knowledge Everest Group Performance Experience Ability Knowledge (PEAK) Matrix for CCO 1 75 th percentile High Leaders Leader Major Contender Emerging Player Major Contenders Teleperformance Market success 25 th percentile Capita WNS FirstSource TCS Webhelp EGS Xerox Sitel Teletech Sykes Serco Transcom Aegis HP Sutherland Global Services Aditya Birla Minacs Tech Mahindra Genpact 75 th percentile Cognizant HCL Infosys Low Low Emerging Players 25 th percentile CCO delivery capability (Scale, scope, technology, and delivery footprint) 1 Service providers scored using Everest Group s proprietary scoring methodology given on page 14 Note: For a detailed service provider profile, refer to PO Service Provider Profile Compendium 2013, to be released in November 2013 Source: Everest Group (2013) High 4

5 Sitel is a Leader on the Everest Group PEAK Matrix for CCO based on their top quartile performance across both market success and delivery capability Sitel s position on Everest Group PEAK Matrix for CCO Market success Top quartile performance in CCO revenue, with a client base across geographies and industries Some of the publicly announced deals for Sitel across industries include: Retail: Best Buy and Starbucks Travel & hospitality: Flybe and Choice Hotels International, Inc. Media & entertainment: LOVEFiLM Technology: Filemaker Market success Leaders Major Contenders Sitel CCO delivery capability Delivery capabilities Scale of over 55,000 FTEs serving over 270 clients across multiple geographies Strong focus on English language, but covers over 35 languages including majority of the European languages Balanced revenue mix across geographies and industries. Features as one of the leading providers within each of the geographies Focus on value-added processes, especially customer analytics, to deliver enhanced customer experience Balanced delivery model with FTEs present in all major delivery destinations across the world. In 2012, Sitel opened its ninth delivery center in Manila (Philippines) and its first delivery center in Serbia 5

6 Sitel (page 1 of 4) CCO overview Company overview Sitel is a telemarketing and BPO organization with presence in over 110 domestic, nearshore, and offshore centers in 23 countries across North America, Latin America, Europe, Africa, and APAC regions Key leaders Bert Quintana, President and CEO Patrick Tolbert, CFO and COO Sean Erickson, Chief Global Markets & Infrastructure Officer Pedro Lozano, MD, EMEA Headquarter: Nashville, United States Website: Scale of CCO Number of FTEs 59,000 58, Recent developments Opened its ninth delivery center in Manila, the Philippines Opened its first delivery center in Serbia Split of CCO FTEs Number of FTEs By location Low-cost 29% 36% Highcost By language European languages 39% Asian languages 1% 61% English By process Order fulfillment & transaction processing Sales services 4% Customer 7% retention 7% Payment collection (2%) Channel management (1%) Mediumcost 34% 79% Customer service Source: Everest Group (2013) 6

7 Sitel (page 2 of 4) CCO location landscape Canada U.S. Mexico Nicaragua Panama Colombia United Kingdom Ireland Belgium France Portugal Spain Denmark Poland Germany Serbia Italy Bulgaria Morocco Netherlands India Philippines Brazil Australia New Zealand Source: Everest Group (2013) 7

8 Sitel (page 3 of 4) CCO client portfolio CCO client base Number of clients ~260 ~ CCO revenue mix US$ million Geography 100% = 1,429 UK South America 5% 15% 34% APAC 19% 27% North America Continental Europe Industry 100% = 1,429 Others 1 Travel Manufacturing 6% 5% 8% 23% Retail 9% 17% Technology 15% 17% BFSI Tele communications Media & entertainment Key contact center engagements Client name Region Client since A global Fortune 500 financial services company North America 1999 Leading French telecommunication company EMEA 1998 A global Fortune 100 software company North America 1998 Leading U.S. cable services provider North America 2005 Leading European media services company EMEA Others include healthcare and utilities Source: Everest Group (2013) 8

9 Sitel (page 4 of 4) Everest Group assessment Sitel is a Leader on the Everest Group PEAK Matrix for CCO 75 th percentile High Leaders Major Contenders Market success 25 th percentile Market success assessment CCO revenue US$ million Revenue per FTE US$ 000s 1,415 1, Industry average Sitel Sitel Emerging Players Low Low 25 th percentile High CCO delivery capability 2 (Scale, scope, technology, and delivery footprint) 75 th percentile Delivery capability assessment 1 Assessment dimension Rating Remarks Scale Flattish growth with about 60,000 FTEs and 270 clients Scope Technology capability Delivery footprint Low Medium Medium-high Broad coverage across all major geographies, industries, and languages; focus on value-added services Some add-on and communication technology solutions Balanced delivery mix with headcount equally distributed across high-, medium-, and low-cost locations Overall remarks Sitel, one of the largest CCO provider in the world, is a Leader on the Everest Group PEAK Matrix for CCO With clients across all geographic regions and major geographies, Sitel has built a balanced and varied client portfolio which should hold it in good stead in future Sitel also has a truly global delivery model with FTEs present in all major delivery destinations across the world In order to grow at market levels and sustain its leadership position in CCO market, Sitel should work on developing its technology capability to create market differentiation High 1 Everest Group estimates based on contractual and operational information till December 2012 Source: Everest Group (2013) 9

10 Appendix 10

11 Everest Group breaks each element into subprocesses of the customer interaction value chain Strategy (in-house) Contact center sourcing strategy Alignment of contact center strategy with corporate strategy Channel management Channel mix Customer data integration and analysis Contact handling and routing Customer analytics Customer profiling and segmentation Big data / social media monitoring and analysis Customer satisfaction tracking Customer interaction technology Technology adoption strategy Solution hosting, maintenance, and support Strategy Channel management Customer analytics Customer retention management Performance management & reporting Outbound sales services Inbound sales services Order fulfillment and transaction processing Payment collections Customer service Customer interaction technology Strategy Value-added services Operational services Customer retention management Customer lifecycle management Customer experience management Loyalty programs Performance management & reporting SLA adherence Key performance metrics Performance optimization Operational and management reporting Outbound sales services Outbound sales Telesales Telemarketing Data management Data collection Data cleansing and refresh Inbound sales services Inbound sales Cross- / up-selling Order fulfillment and transaction processing Order management Order validation Order entry Order processing Order amendment / exception handling Product activation Return/refund/rebate processing Billing and delivery queries Payment collections Early stage collections Channel identification Customer loyalty maintenance Late stage collections Customer-at-risk analysis Customized treatment plan Customer service Outbound service Query resolution / call-backs Inbound service Technology support / helpdesk Service support Complaint handling Call escalation General query handling Schedule related enquiries General product or service information requests 11

12 Everest Group classifies the CCO service provider landscape based on its PEAK Matrix Performance Experience Ability Knowledge (PEAK) Matrix Everest Group Performance Experience Ability Knowledge (PEAK) Matrix for CCO Market success (total revenue) High 25 th percentile Low Major Contenders 2 nd or 3 rd quartile performance across market success and capability 4 th quartile performance across market success and capability Emerging Players Low 75 th percentile 25 th percentile CCO delivery capability 1 (Scale, scope, technology, and delivery footprint) Leaders Top quartile performance across market success and capability High 75 th percentile 1 Service providers scored using Everest Group s proprietary scoring methodology given on page 14 Source: Everest Group (2013) 12

13 Service providers are positioned on Everest Group PEAK Matrix based on evaluation of two key dimensions Leaders Measures success achieved in the market. Captured through CCO revenue Market success Major Contenders Emerging Players Delivery capability Measures ability to deliver services successfully. Captured through four subdimensions Scale Scope Technology capability Delivery footprint Measures the scale of operations through: Overall company revenue Number of current CCO clients CCO FTEs Measures the scope of services provided through: Process coverage Number of channels covered Geographic scope Number of industries served Number of languages covered Measures the capability and investment in technology through: Investments in contact center-related technology Enabler technology solution capability, including analytics and social media 1 North America, Latin America, Western Europe, Eastern Europe, Australia & New Zealand, India, Philippines, Rest of Asia, and Middle East & Africa Measures the delivery footprint and the global sourcing mix through: Delivery footprint across nine regions 1 Balanced shoring capability 13

14 FAQs (page 1 of 2) Does the PEAK Matrix assessment incorporate any subjective criteria? Everest Group s PEAK Matrix assessment adopts an objective and fact-based approach (leveraging service provider RFIs and Everest Group s proprietary databases containing providers deals and operational capability information). In addition, these results are validated / fine-tuned based on our market experience, buyer interaction, and provider briefings Is being a Major Contender or Emerging Player on the PEAK Matrix, an unfavorable outcome? No. PEAK Matrix highlights and positions only the best-in-class service providers in a particular functional/vertical services area. There are a number of providers from the broader universe that are assessed and do not make it to the PEAK Matrix at all. Therefore, being represented on the PEAK Matrix is itself a favorable recognition What other aspects of PEAK Matrix assessment are relevant to buyers and providers besides the PEAK Matrix position? PEAK Matrix position is only one aspect of Everest Group s overall assessment. In addition to assigning a Leader, Major Contender or Emerging Player title, Everest Group highlights the distinctive capabilities and unique attributes of all the PEAK Matrix providers assessed in its report. The detailed metric level assessment and associated commentary is helpful for buyers in selecting particular providers for their specific requirements. It also helps providers showcase their strengths in specific areas What are the incentives for buyers and providers to participate/provide input to PEAK Matrix research? Participation incentives for buyers include a summary of key findings from the PEAK Matrix assessment Participation incentives for providers include adequate representation and recognition of their capabilities/success in the market place, and a copy of their own profile that is published by Everest Group as part of the compendium of PEAK Matrix providers profiles 14

15 FAQs (page 2 of 2) What is the process for a service provider to leverage their PEAK Matrix positioning status? Providers can use their PEAK positioning rating in multiple ways including: Issue a press release declaring their positioning/rating Customized PEAK profile for circulation (with clients, prospects, etc.) Quotes from Everest Group analysts could be disseminated to the media Leverage PEAK branding across communications ( signatures, marketing brochures, credential packs, client presentations, etc.) The provider must obtain the requisite licensing and distribution rights for the above activities through an agreement with the designated POC at Everest Group 15

16 At a glance With a fact-based approach driving outcomes, Everest Group counsels organizations with complex challenges related to the use and delivery of the next generation of global services Through its practical consulting, original research, and industry resource services, Everest Group helps clients maximize value from delivery strategies, talent and sourcing models, technologies, and management approaches Established in 1991, Everest Group serves users of global services, providers of services, country organizations, and private equity firms in six continents across all industry categories Dallas (Headquarters) New York Toronto London Delhi Stay connected Websites Blogs

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