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Summary

The decision on the part of contact center service provider Expert Global Solutions (EGS) to unify its two legacy brands of APAC Customer Services and NCO under the parent company banner (albeit in distinct divisions) makes sense in the current marketplace. It not only allows EGS to play to the strengths of both units, essential for winning business, but to further emphasize the parent company brand among existing and prospective clients and to reduce confusion in a competitive contact center environment.

Brand unification will strengthen EGS positioning

If there is one constant in the contact center outsourcing space, it is that enterprises looking to work with a vendor want a clear understanding of what a partner can bring to the table, and EGS's decision to unify the former NCO and APAC brands will help achieve this end. Since the NCO acquisition of APAC in 2012, both firms have more or less maintained separate branding, despite being part of the same parent firm, EGS. In the current era of rapid consolidation among front-office BPO players, being seen in the context of a single and strong entity as opposed to one with disparate pieces will help solidify EGS in the eyes of both existing and prospective outsourcing clients.

Emphasizing customer care is wise in current market

Renaming APAC Customer Services to EGS Customer Care, Inc. makes sense in the current market. Enterprises are placing a much greater focus on customer experience than ever before; this fact was borne out in Ovum's recently published 2015 CRM Outsourcing Business Trends Survey, which identified improving customer satisfaction as the principal business goal of firms across verticals. By explicitly highlighting this aspect of its offering within its unified branding, EGS can lean on its legacy in customer service delivery, and associate both past and future successes in this domain with the parent company brand.

EGS Financial Care plays to historical strengths

Breaking out the legacy NCO brand into EGS Financial Care Inc. (which encompasses the firm's considerable accounts receivable and order to cash management business) makes just as much sense. Interestingly, many players in the contact center outsourcing sector have chosen to downplay (or in some cases disregard) this aspect of service delivery, preferring to let this work go to boutique collections firms, citing concerns about low margins and high agent turnover. However, EGS has a history of success in this domain, and the provider clearly wants to take advantage of a service segment that is underserviced by many of the global front-office BPO players, yet still valued by many enterprises (due in large part to the cost-heavy nature of running these processes internally).

Appendix

Further reading

CRM Outsourcing Business Trends 2015: Knowing Your Contact Center Services Client, IT0019-003433 (March 2015)

Author

Peter Ryan, Principal Analyst, IT Services

peter.ryan@ovum.com

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