South Africa recognised as a Top Performing Offshore CX Destination
Submitted by: Nazley Salie
South Africa has once again proven to be a world-class customer experience (CX) destination, according to the recently released Annual Ryan Strategic Advisory 2023 Front Office CX Omnibus Survey. The survey engaged over 500 clients worldwide where they considered and rated offshore destinations appraising various channels and touchpoints, including customer satisfaction, customer loyalty, and the overall CX experience.
South Africa was recognized as the most preferred offshore CX delivery point among those surveyed in North America and performed competitively in Germany. Additionally, South Africa was very popular among Australian and British markets.
Although South Africa faced challenges such as infrastructure management and foreign policy orientation which could influence buyer perceptions in key demand markets, the country's consistent performance as a top-performing CX destination showcases its resilience and ability to deliver quality customer experiences.
The survey also identified a trend of customers increasingly using mobile and social media channels and area service providers in South Africa have a deep competence in this. Companies that invested in new technologies, such as artificial intelligence and chatbots, saw significant improvements in customer satisfaction and efficiency. This highlights the importance of delivering a seamless and consistent CX experience across different interaction channels, correlating with higher levels of customer satisfaction and loyalty.
The recognition of South Africa as a top-performing CX destination by the Annual Ryan Strategic Advisory 2023 Front Office CX Omnibus Survey is a testament to the country's commitment to providing high-quality CX services. The report confirms South Africa's status as a world-class CX destination and in a recent interview with survey author Peter Ryan was described as a ‘’Blue-chip offshore destination’’ which will continue to attract global companies looking to provide exceptional customer experiences.
Reshni Singh, CEO of BPESA, the Industry Body and Trade Association for the Global Business Services (GBS) Sector in South Africa, conveyed her pride in South Africa being recognized as a top-performing CX destination. She also emphasized that the South African GBS sector can assist a global client and customer community by providing reasonably priced, high-quality, proficient, empathetic, and inventive services.
"The future is bright for the South African GBS sector, as a new generation of enthusiastic and service-minded youth step up to the plate, ready to make a difference. Their eagerness to support global brands and their customers has led to a surge in interest from several markets, and it's truly inspiring to witness. South Africa's talent pool is a force to be reckoned with, and it's no surprise that many global firms have embraced it as part of their diversity and inclusion mandate. The sheer depth and breadth of talent available is a testament to the hard work and dedication of individuals who have pursued their dreams and honed their skills," says Reshni Sing, CEO of BPESA.
It is remarkable to witness the increasing prevalence of inclusive hiring practices within South Africa's BPO and CX sector. Through the practice of Impact Sourcing, individuals from marginalized communities are being given a chance to showcase their talents and contribute to the South African Value Proposition. It's a powerful example of how intentional hiring practices can make a real difference in people's lives and transform the business landscape for the better.
Overall, South Africa's recognition as a top-performing CX destination in the Annual Ryan Strategic Advisory 2023 Front Office CX Omnibus Survey should serve to highlight the country's potential as a leading CX destination for businesses across the world. The country's abundant, service-oriented youth, diverse talent pool, and embedded practice of Impact Sourcing make it an attractive destination for global firms looking to enhance their diversity and inclusion mandates while delivering high-quality CX services.
BPESA is a not-for-profit company that serves as the industry body and trade association for Global Business Services (GBS) in South Africa, providing industry insights, creating networking opportunities, and enabling global linkages through events and initiatives. BPESA's efforts have resulted in significant growth in the industry, with numerous job opportunities created and a significant contribution to the country's economy. The organization works closely with government, industry stakeholders, and international organizations to promote South Africa as a destination of choice for Global Business Services (GBS). BPESA places a strong emphasis on skills development and training, recognizing the crucial role of human capital in the growth and sustainability of the industry. Its skills development programs include a range of initiatives, from basic skills training to advanced technical training, to meet the demands of the industry. BPESA is committed to promoting responsible business practices, including fair labour practices and environmental sustainability. It works with its members to promote high ethical standards and best practices in the industry. As a member-driven organization, BPESA provides value to its members through networking opportunities, access to information, and advocacy efforts on their behalf. The organization believes in working together to continue growing and developing the BPO and GBS industries in South Africa.
