Zimbabwe is looking to make its mark on the global Business Process Outsourcing (BPO) industry, and to become recognized as a leading offshore BPO destination.
And although private players like Econet Wireless Zimbabwe (through its OmniContact Centre) are paving a new path within the local economy, at a broader level the country still has some way to go notwithstanding its key advantages.
As at the close of 2018, 6 360 people working in contact centres and BPO sector in Zimbabwe, directly and indirectly.
The following brief outline shows where Zimbabwe stands in respect of its BPO industry: Official numbers show that at least 3 800 are directly employed in the BPO and contact centre space in Zimbabwe; in-house contact centres for internal customer support are more prevalent; a total number of 36 contact centres were set up since 2010; and of those 36 only 14 are using high end solutions; the banking and telecommunications sector constitute over 60% of the contact centres in the country; only 4 registered BPO players are into services export focusing on USA and UK markets, and it’s a matter of fact that the local BPO sector is dominated by contact centres outsourcing and services back office support.
But that is not to underestimate the extensive potential that is Zimbabwe as a BPO and contact centre powerhouse, both in the region and internationally.
BPO expert and secretary general of the Contact Centre Association of Zimbabwe (CCAZ) Mr Rinos Mautsa highlights the country’s pros.
“Zimbabwe is a strategic location and competitive market as a global contact centre destination given its highly educated populace with a neutral English accent, and salaries that are much lower than countries such as India, South Africa and the Philippines, which are the leading contact centre outsource/off-shoring destinations,” he says.
“Additionally, Zimbabwean workers have an excellent work ethic that enables first time resolution of customer queries and improved turnaround times, which means Zimbabwe can guarantee 40 percent to 50 percent cost saving to United Kingdom, European and United States outsourcers.”
ZIMBABWE’S VALUE PROPOSITIONS
Some of the country’s main advantages over potential BPO competitors in the region and globally include:
• Readily available labour force
• Neutral accent with English. Benchmarked against other accents, the Zimbabwean accent is notably clearer and easier to understand than competing BPO locations.
• Zimbabweans are naturally hospitable in demeanour
• Excellent time zones
• Good education system with the highest literacy rate on the continent
• Zimbabwe offers a lower total (fully loaded) cost of setting up and running BPO services compared to competing regional locations, such as Kenya and South Africa
• Affordable bandwidth cost
• The Zimbabwean Government is on an information and communication technology (ICT) development drive with aim to digitalise the whole country
• To this extent, Zimbabwean human capital will become increasingly familiar with digital technologies and upgraded computer literate
Mautsa adds that Zimbabwe also has the advantage of cultural fit between it and the United Kingdom and South African markets, and the growing local telecommunication sector opens up opportunities for the local contact centre industry.
The contact centre industry has immense potential to contribute to economic growth and employment creation in Zimbabwe.
For instance, the industry is raking in billions of United States dollars globally and has created over two million jobs in the past few years.
For Zimbabwe to become the BPO and contact centre powerhouse that is looking to become, there is need for local companies to keep abreast with global trends and establish own call centres or even outsource.
Currently, Zimbabwe has over 1 000 inbound call centre seats in the telecommunications, insurance and banking sectors.
But perhaps more importantly, the State should seriously consider the development of a national contact centre, because despite the significance of the BPO and contact centre industry to an economy, it has traditionally received little support from Governments.
Leading destinations like India, Phillipines, Kenya, South Africa averaging 100 000 jobs directly from the BPO industry have set up government structures that directly support and promote the growth of the BPO sector.
A national contact centre can provide services to ministries, tourists, private players and the general public.
All things being equal, such a contact centre has the potential to drive jobs growth, destination marketing and help improve service delivery in the public sector.
“The government through the Ministry of Ministry of Information Communication Technology and Courier Services urgently needs to set up a BPO Council with a clear mandate and objectives.
“A proper structure is now needed through the setting up of a government-linked BPO Council that drives the growth of the sector working closely with industry associations like Contact Centre Association of Zimbabwe and the private sector,” added the expert.
“The long-term plan is to establish Zimbabwe as a global outsourcing destination creating over 50 000 jobs and over US$100 million dollars in foreign currency earnings by 2025.”
Meanwhile CCAZ publications executive Gamuchirayi Makedenge has revealed that an international research firm in conjunction with the CCAZ are planning to conduct a survey which represents the first large-scale attempt to place an economic value on the lost revenue from customer service across all channels when businesses do not measure up to consumer expectations with call centre solutions.