When top Korean BPO (business process outsourcing) provider, U BASE, set up shop in Malaysia recently, EITN sent over questions to find out why and what U BASE’s plans are.
Song Kheehong, U BASE’s CEO responded as below.
EITN: What is U BASE’s role in empowering businesses in Malaysia, and how does it plan to execute it?
Song: U BASE’s bread and butter is to provide a holistic approach to customer service and support. That said, we are also looking to empower our clients with data backed by statistics and customer feedback.
U BASE is equipped with over 2 decades of experience providing top-notch service to customers in South Korea. Through this experience, we are also developing a blueprint for success – U BASE Way, a blueprint that we employ to ensure optimal outcomes (in terms of recruitment, training, retainment, and organizing to meet demand from clients).
To achieve this, we have recently launched a 26,522 sq. ft office in Menara Ken, TTDI. It will be outfitted with 500 seats to ensure a consistent stream of support.
EITN: What are the main differences in technology and knowledge between Malaysian BPOs and U BASE? How, if at all, is U BASE looking to bridge this gap?
Song: U BASE is equipped with over 2 decades of experience providing top-notch service to customers in South Korea. Through this experience, we are also developing a blueprint for success – U BASE Way, a blueprint that UBASE we employ to ensure optimal outcomes (in terms of recruitment, training, retainment, and organizing to meet demand from clients).
Once this is formularized, it can be implemented and replicated in Malaysia. This will serve as a differentiator from their competitors in this market.
EITN: What are the growth opportunities for Malaysian businesses and organisations through the help of BPOs and automation? What mindset must be adopted to accelerate this growth?
Song: Not only do BPOs provide support to companies in terms of customer retention and support, but they can also bring added value to their clients through different metrics and avenues. By leveraging the data and information garnered from customer calls and inquiries, we believe that BPO companies can offer meaningful marketing insights, which can be used to enrich clients’ offerings.
The mindset that Malaysian companies should adopt is that BPO companies bring benefits in more ways than one, and should be utilized to ensure success.
EITN: Can you provide an estimate of the number of jobs that will be created through this expansion? Please share this figure, and the areas of expertise that U BASE foresees will be important and will grow.
Song: We are planning to create at least 500 job opportunities in Malaysia, and over 2,000 in the region. As for expertise, we believe that digital literacy, customer service, and client management are skills that should be honed and developed.
The mindset that Malaysian companies should adopt is that BPO companies bring benefits in more ways than one, and should be utilized to ensure success.
All of which will be tackled through our rigorous training and framework implementations.
EITN: What are the top 3 misconceptions and misunderstandings surrounding BPOs and call centres?
Song: The top three misconceptions are as below:-
Lack of understanding towards BPOs. Many carry the notion that BPOs only offer customer support, when in reality BPOs can provide much more than that, including market insight, retention management, customer acquisition, order processing, and more.
No professional training will be required to work in a BPO. In reality, proper training is and will always be required for an employee to provide adequate support and advice to customers.
BPO imposes additional expenses. In reality, BPO companies eliminate the need for in-house training, which will mean clients will only need to focus on perfecting their main offerings and services. Furthermore, BPOs will also be able to provide valuable insight from customer interactions, which can then be utilized by clients to maximize productivity and efficiency.
We are planning to create at least 500 job opportunities in Malaysia, and over 2,000 in the region. As for expertise, we believe that digital literacy, customer service, and client management are skills that should be honed and developed.
EITN: Predictions and insights on the industry in the near future – any predictions for the near future ie. 2023?
Song: In 2 to 3 years, we intend to grow UBASE into one of the top BPO players in terms of size and quality. As for the industry as a whole, we believe that there will be an increase in competitiveness as more companies acknowledge Malaysia’s strengths and uniqueness.
