Points of View

The Missing Link Between ‘Marketing Operations’ and ‘Customer Experience Management’ Offerings

The business process outsourcing market for sales and marketing processes has traditionally been focused on very transactional arrangements. These have typically included voice-based out-bound sales support and in-bound customer care operations. This market has continued to mature in the last 10-15 years, leading to the increasing commoditization of services, wage inflation, expectations for highly location-based service delivery and other factors that have led some service providers to question the future of the business and what role they should have in it.   This was especially noticeable when IBM decided to divest its contact center business to Concentrix last year. In this POV, we make the argument that in order to reach the next level of growth in this market, service providers need to bring the conversation out of the commoditized world and back to that of value – and what that means to today’s Chief Marketing Officer. There are a range of marketing processes that tie into digital enabled customer lifestyle journey that we believe are ripe for service providers to take on, towards creating a valuable end-to-end business case that the C-Suite is ready to sponsor.

Sign in to view or download this research.


Lost your password?


Weekly Digests/Newsletters: Overviews of the latest news, insight and research by HFS and the HFS Academy.

HFS Events: Exclusive invitations to HFS Webinars, Roundtables and Summits, bringing together key industry stakeholders focused on major innovations impacting business operations.

By registering you agree to our privacy policy.

Also in Points of View

BFSI firms need to refine their FinTech programs to focus on outcomes rather than partner identification

As we slogged through the first year of a new decade under the shadow of a global pandemic, the banking, financial services, and insurance (BFSI) sector is weathering this latest storm. The pandemic has re-contextualized digital, and BFSI firms have...

Automation Anywhere lobs a Hail Mary pass to Google, hoping to make its cloud-native automation dreams come true

The recent partnership between Google and Automation Anywhere (AA) has a lot more meat to it than your usual “we now integrate with…” RPA (robotic process automation) announcement. The need to automate processes in the cloud to deliver the data...

Join thousands of other users
already using HFS Research