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Bring in Change to Move up the Value Chain by Chaitanya Srinivaspura, Pre-Sales, Business Development Support , Keane

Bring in Change to Move up the Value Chain

By : Chaitanya Srinivaspura, Pre-Sales, Business Development Support , Keane
Industry : ITES / BPO / Customer Service
Keywords :

Change

Move

Bring

Value Chain

Activity:  0 comments  117 views  last activity : 07 06 2010 20:18:04 +0000
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Bring in CHANGE to  Move up the value chain 

The outsourcing (IT/ITES) industry in India is facing challenging questions. Factors contributing to this challenge are escalating wage bills (which nullifies our cost arbitrage advantage), fag end of tax-sops, fluctuating ex-change rates, etc are questioning our sustainability with regard to our existence in the competitive race. If we provoke a few thoughts, then what it means for organizations in India is that we should not be merely thinking about being in this frantic race; but create and execute ways and means to stay ahead and win this race in style. Every IT Company is asking the question “How do we be ahead of the lot?”. The answer is “Moving up the value chain”.

 What does moving up the value chain really mean? As I understand, it means capturing clients’ attention and partnering them on their journey towards continuous improvement. We as service providers (SP) need to establish a relationship where in we are not just mere service providers but also a possible advisers. But how does a company not be just another service provider? This can only happen when we can help our clients continuously improve and bring about a change. I deliberately use the word “Change” because there is no substantial improvement if there is no change affected. There are some misconceptions about this phrase – ‘move up the value chain.’ Moving up the value chain does not necessarily mean providing analytics or knowledge management offerings (KPO offerings). Let me ask – if it is right to say that the SP is moving up the value chain by providing analytics support? ---NO. The SP has just added to its portfolio. This SP would really move up the value chain when it can enable its client to address their business problems such as – how to increase the market share by x% or say, how to increase customer retention do a desired level or say, how to create a supply chain surplus. Initially the three pillars on which the outsourcing industry stood was on cost, quality and differentiation, but now the factor that fuels business is dependent on how the SP can create sustainable competitive and comparative advantage to the client in terms of speed, flexibility, productivity, innovation and risk management. This can only happen if the SP can concentrate and build capabilities that can lead to continuous improvement leading to a desirable “Change”.
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