2011 appears to be a "farming" year for Australian enterprises, which are intent on increasing revenues, improving customer satisfaction, and driving customer retention across existing product/service lines. 65% of survey respondents rated increasing revenue as the 'most important' goal, while 60% rated customer satisfaction as a second priority withcost control and improving internal processes lower down the corporate agenda. "The ability to grow business and ensuring a base of satisfied end users are crucial for most Australian executives, and are both areas where a well-targeted CRM outsourcing strategy can play a role", said Jens Butler, Principal Analyst. "This drive around call quality and customer focus led Australian enterprises to show an overwhelming preference for dealing with locally-based CRM outsourcers".
Within this survey, Ovum also targeted the top 5 criteria for outsourcer selection in Australia with respondents clearly stating that a high degree of agent language capabilities was a critical factor. This is likely due to the emphasis Australian executives place on strong end-user interactions facilitating cross-selling and up selling.
Outsourcer delivery location stability was mentioned frequently by Australian respondents, which speaks to the desire for seamless interaction with end users, driving satisfaction and risk-minimization around operational investments with third-parties.
