President (Teleperfomance Philippines)

How long has Teleperformance been of presence in the Philippines and what were the main challenges in introducing your services to the market?

Telemarketing is basically an outbound service, more of like an alternative medium to broadsheets, radio and television. Although they are familiar with the country, they felt that it’s too far for them to manage profit so they wanted a local partner. We don’t want to be like other American companies who find the environment conducive and just expand. We do a little more caution because we know that there are unforeseen factors that could affect some variables for the business. We would like to grow at a place where we can manage the risks which are sometimes neglected. The internet has opened a lot of opportunities and with that, diversifies by opening up in other countries that may have some form of English-speaking services and also processing.

In which ways has Teleperformance been able to analyze and understand the difference in markets in order for the product that the client is introducing becomes successful?

The Philippines has an advantage in a market where you have to be a little more persevering and patient. Culturally, the Filipinos have been known to have gentle manners. There are certain assignments that are fit to the profile of what a Filipino personality and character can contribute in terms of better productivity. Filipinos are known for mentorship and being able to appease irate customers while trying to look for a solution for the information required. Language is a big thing. Our English is more American but we’ve already done experiments in a couple of opportunities with Australia and results have been very good.

What has been the strategy of Teleperformance in introducing itself to countries aside from Spain and US?

One of the key factors of success is the international flavor. There are certain solutions that fit certain markets. We draw some of the solutions from other markets and see what would fit. Each of our policies and procedures help soothe or nurture the agent. We convince existing clients and open the doors for outsourcing to move offshore. We’re not really opening up towards new clients today. We’re still in the process of taking them offshore. At the end of the day, it’s the client decision. We provide diversity and a very high level of business continuity strategies to make sure that if anything happens, the interruption does not escalate to a level where service totally degenerates.

How much has the call center of the BPO sector contributed to the Philippine economic growth?

At this point in time, it is in its infancy stage. The growth potential is still high. What we have to contend with is to make sure that we have the capability and ability to keep honing our people. Right now, we have to contend with very poor education systems. We also have to contend with the fact that migration is a real alternative to a lot of our talented citizens.

Turnover is everyone’s problem today. There are many reasons why turnover exists. One is they look at it as just plain comprehension and they don’t realize that it entails more than just understanding English. It does require some form of personality especially since you’re dealing with the market. It entails some form of exposure.

They are doing three things. They are encoding their complaint, they are appeasing the customer and they are surfing the information all at the same time. What’s important to know is that there are tough assignments and there are easy ones. Technical support is probably one of the easiest.

In terms of revenues and income, how was 2006 for Teleperformance?

Very good. Unlike most situations, we have special relationships. When the environment is something they are not familiar with, cause parameters favor putting up an operation. I do have some form of special arrangements.

What do you foresee for this year?

The exchange rate is not leaning to our favor right now. A lot of our contracts are being premised on high exchange rate. Since some of our competitors are also serving the same clients, no one wants to pull the trigger because they can easily divert. It’s a balancing act.

In which other ways is Teleperformance contributing to improve the quality of life of the Filipino people?

We have a program called 66th Century World. When a disaster hits a certain location, the rest of the family extends a helping hand. Through these kinds of programs, we feel connected to each other. There’s a certain bondage that our Chairman wants to promote.

Do you think there is a potential for Spanish brands such as Avatar to introduce their products here or outsource them? Will they be able to see a potential market in the Philippines?

Unlike our other competitors, one of the things that we’re starting to promote is that we are truly the only global company. We do have a substantial amount of revenues that we generate outside of the US. Our company is basically composed of 2 things: the revenue generating site and the top office site which is all the other activities that help train, source, cultivate, elevate them from accounting to IT. We’re now trying to promote internal business, bring down especially the cost of operation.

What would you say the brand Teleperformance stand for?

The brand basically stands for nurture and the best that we can extract from any of its human corporate resources and that’s why we are successful. We all try to blend with the environment. We do not try to pretend that we know all the solutions. We make sure that we are informed of all the post countries that we do business with. We try to appreciate the cultural difference that allows us now to have this extensive knowledge of operating in different market environments.

When we come back after 5 years, what can we expect to see in the BPO and the marketing sector?

In general, the country has always positioned itself in the middle wherein you don’t have sophistication, which other markets are known for and we’re not really the cheapest in the world. We do have a capability to take advantage of our market wherein it’s a combination of enough talents and personality that will allow us to act our assignments. Not because you’re cheap or the smartest, you can corner all the work. There are certain assignments there that have the combination of work ethics, personality and intellectuality.

Do you have a specific message to investors looking at the Philippines?

One of the biggest obstacles right now is the lack of exposure. What I would want them to appreciate is the fact that we have the best of both Western and Asian influence which a lot of Asian neighbors do not have at present. Only at the advent of MTV and CNN that the people have gotten familiar but it’s still not enough to input the bigger economies, the US, China, and to appreciate enough of Europe. Our key is to appreciate and blend all three. This will help European companies come closer. I think it’s about time that European countries take a look at our country to capture as an investment opportunity. Take advantage of that growing little market. You have to go to this region to appreciate doing business here.