Service providers drive innovation in Asian contact centers

SINGAPORE & KUALA LUMPUR, Malaysia–(BUSINESS WIRE). , a leading global technology research and consulting firm.

The 2022 ISG Provider Lens™ Contact Center – Customer Experience Services for Singapore and Malaysia report finds that enterprise contact centers are looking to third-party providers to ease the burden of keeping up with new technologies that come with increasing consumer propensity in the region it is becoming increasingly important to use online services in many facets of life.

“Today, innovation is essential to provide compelling customer experiences,” said Deepraj Emmanuel, Director of ISG Asia. “The pandemic, geopolitical events and a talent shortage are all contributing to the current uncertainty and driving an evolution in the contact center ecosystem.”

The work of contact center agents is increasingly supported by digital solutions, many of which are based on AI and analytics, the report states. These help organizations automate workflows to streamline agent management, a growing requirement as more agents migrate to remote or hybrid work modes.

As flexible working becomes the norm in this region, service desk management and a secure infrastructure to support remote workers are critical, says ISG. Companies outsource these functions to service providers so that they can focus their resources on the core business of customer experience.

“The better a company supports its contact center agents, the better they can serve customers and inspire brand loyalty,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research.

Companies that implemented in-house advances like robotic process automation and recruiting process outsourcing prior to the pandemic are now shifting to customer-centric automation to differentiate themselves in the market, the report said. AI-based tools like Natural Language Processing and Predictive Customer Interaction Analysis help companies improve frontline outcomes.

In addition, the report examines other customer experience trends affecting Singapore and Malaysia, including ongoing supply chain disruptions and the increasing importance of social media as a channel to attract and engage with customers.

The 2022 ISG Provider Lens™ Contact Center – Customer Experience Services for Singapore and Malaysia report assesses the capabilities of 19 providers across three quadrants: Digital Operations, Work From Home Services and Social Media CX Services.

The report names Concentrix, Genpact, Startek, TDCX and Tech Mahindra as leaders in all three quadrants. It names Accenture, IBM and Wipro as leaders in one quadrant each.

In addition, Infosys is named a Rising Star in all three quadrants – a company with a “promising portfolio” and “high future potential” according to the ISG definition.

An adapted version of the report is available from TDCX.

The 2022 ISG Provider Lens™ Contact Center – Customer Experience Services for Singapore and Malaysia report is available for subscription or one-time purchase on this website.

About ISG Provider Lens™ Research

The ISG Provider Lens™ Quadrant research series is the only provider assessment of its kind that combines empirical, data-driven research and market analysis with the real-world experiences and observations of ISG’s global consulting team. Businesses will find a wealth of in-depth data and market analysis to help them select suitable sourcing partners, while ISG consultants use the reports to validate their own market knowledge and make recommendations to ISG’s corporate clients. The study currently includes providers offering their services globally, across Europe, as well as in the US, Canada, Brazil, UK, France, Benelux, Germany, Switzerland, the Nordics, Australia and Singapore/Malaysia, with more markets being added should in the future. For more information on ISG Provider Lens research, visit this webpage.

A companion research series, the ISG Provider Lens Archetype Reports, provides a unique assessment of providers from the perspective of specific buyer types.

About ISG

ISG (Information Services Group) (Nasdaq: III) is a leading global technology research and advisory firm. As a trusted business partner to more than 800 customers, including more than 75 of the world’s top 100 companies, ISG is committed to helping enterprises, public sector organizations, and service and technology providers achieve operational excellence and accelerated growth. The company specializes in digital transformation services including automation, cloud and data analytics; procurement advice; managed governance and risk services; network operator services; strategy and operational design; change management; market research and technology research and analysis. Founded in 2006, ISG is based in Stamford, Connecticut. ISG employs more than 1,300 digital-ready professionals operating in more than 20 countries – a global team known for their innovative thinking, market influence, deep industry and technology know-how, and world-class research and Analysis capabilities based on the most comprehensive market data in the industry. Visit for more information.


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