Huge opportunities in customer experience industry, says Gobind

by ASILA JALIL/ pic by RAZAK GHAZALI

MALAYSIA has the potential to be a preferred location for companies planning on expanding their contact centres, as the emergence of new technologies presents huge opportunities for the country’s customer experience (CX) industry.

The global CX sector is undergoing a major revolution due to automation, search engine optimisation, artificial intelligence and machine learning, Communications and Multimedia Minister Gobind Singh Deo said.

The accelerating pace of change is fuelled by technology and changes in customer expectations, which force many to rethink and re-evaluate the way CX activities operate.

The impact of these new and disruptive technologies presents a “huge opportunity” for Malaysia’s CX workforce to capitalise on, he said.

“We have the opportunity to upskill into higher value roles, roles where complex customer interaction meets technology, resulting in enrichment of customer services and customer experiences.

“If we get this right, we can position Malaysia as the location of choice for companies looking to expand or establish new contact centres,” Gobind said in his keynote address at the CX Summit 2019 in Petaling Jaya (PJ), Selangor, yesterday.

He cited a few examples that have re-evaluated the way CX operates, such as Netflix Inc, which has “revolutionised” the way one watches television by utilising intelligent CX tactics to anticipate and find media for consumers.

“Days of publishing information and letting users navigate on their own are no longer tenable.

“One of the biggest differentiators for this industry will be how accurately a given company can give each customer what they want in the shortest time possible at that very moment,” Gobind added.

According to Malaysia Digital Economy Corp, the country’s contact centre industry comprises 230 MSC Malaysia-status companies with 53,544 employees, generating a total revenue of US$2.5 billion (RM10.38 billion) per annum.

With the addition of organisations in the banking, financial services and insurance space, and telecommunications industry, this industry employs altogether more than 150,000 people, accounting for 1% of the total working population in Malaysia.

Malaysians can also take advantage of the opportunities by working together to understand the past and what to expect of the digital future, Gobind said.

He added that the National Fiberisation and Connectivity Plan (NFCP) could boost the contact centre industry as it provides robust, pervasive, high-quality and affordable digital connectivity nationwide.

“Part of the NFCP is to have Gigabit availability in selected industrial areas by 2020 and all state capitals by 2023, as well as average speeds of 30Mbps in populated areas by 2023.

“This will certainly be a boost for the contact centre industry. High-speed Internet would help the fast commissioning of new contact centres, seamless usage of application and cloud adoption,” Gobind said.

At a time when more and more people are choosing to work from home, the NFCP will be the backbone to drive these endeavours, he added.

He also hoped the CX industry would participate in the [email protected] initiative, which aims to create better employment opportunities for Malaysians.