• Cost Saving from Outsourcing Knowledge Processes

• Quality of outsourced services

• Earlier – Labor Arbitrage

Now – Intellectual Arbitrage

• Demonstrate service quality & delivery process

through proof-of-concept presentation

• Cost effectiveness and enhancement of value

to achieve sustainable growth during tough

economic conditions

• Cross-Selling –

Selling services that are allied to the services that a customer

is presently using

Ex. A Life Insurance company suggesting its customer sign up

for car or health insurance

• Up-Selling

Selling additional services

Ex. Asking the customer to super size a meal or add cheese at

a fast food restaurant.

• This techniques allow marketer to capture greater

share of customer’s value chain

• Ex. a marketer of database content services can bundle

the Search Engine Optimization (SEO) or taxonomy-

indexing aspects of content along with content provision

in attempt to cross-sell

• Alternatively, content provision for one domain can be

up-sold with services for other domains to the same

client

• popular in KPO segments such as insurance,

publishing support and strategic marketing

services.

• Showcasing the intellectual capital to prospective client

community

• Creating information assets that would serve the client

community and disseminating them periodically

• Ex. Trend & research reports on outsourcing

industry, industry benchmarks, peer comparison

reports on prospects, white papers and fact sheets

• CONTENT MARKETING – delivering information

to prospects that will make them more intelligent

• Engage customers by providing relevant, high-

quality content

• Objective is : of educating the readership

• More mediums – webcasts & webinars

• Promote confidence in service provider’s capabilities,

and build brand recognition as well as thought leadership

020406080

100

Preference to ReceiveCustom Content

Acknowledged the role ofsuch Content in making

Informed Decisions

Statistics supporting the use of content marketing and illustrating its potential in business

% of business decisionmakers

• Showcase –

Understanding of prospect’s business & industry of operation

Challenges & risks in industry

Prospect’s value chain

Where the marketer’s solution can make the difference in terms

of efficiencies gained & revenue augmented

• Urges prospects to view price as investment

and understand the benefits of service offerings

from a prospective of long-term returns

• Identify similarities/dissimilarities in the client’s process

in light of industry output

• Conceptualize offerings that could meet client’s

objectives

• Tools Used – Questionnaires, Scoring formats,

road mapping tools, business cases and value

chain analysis

• TCS has successfully implemented this marketing

strategy

• Aspects that determine the success of outsourcing

engagement – i. How service provider replicates the staffing function

ii. The knowledge processes that can be de-coupled from client

facilities

iii. Technology & data-readiness of service-provider/client

iv. Readiness of client business unit to outsource

v. People & intellectual property related issues

• Domain Expertise – Cost Effectiveness

WNS, one of the largest KPO firms in India, outlines 4 core

tenets for marketing a KPO engagement –

1. Highlighting the revenue enhancement benefits of

engagement to the prospective customer

2. Presenting a strong business case

3. Enabling business unit to drive acceptance amongst

outsourcers

4. Ensuring a holistic view of KPO engagement

• Marketing productivity – vital importance for sustaining

& growing KPO business

• Falsely projected information – as destructive as failing

to demonstrate the returns on KPO engagement

• Providing right information at right time –

significant to win the confidence and sustained

trust of client community