State of Malaysian Contact Centres



malaysiaMalaysia has managed to build on its position as a strategic location for contact centre operations, attracting both foreign and domestic investment to promote the industry’s modest but sustained growth.

Much of this success is due to the broadening of services offered by its contact centres to include more sophisticated help desk functions, live chat applications and personalised customer support.

There are currently more than 600 call centres located across Malaysia employing over 47,000 people. 2012 – 2013 saw the number of calls being made to these centres grow by.

Customer Relationship Management (CRM) technology spending increased by 23% in 2013 with more robust spending increases

There are currently more than 600 call centres located across Malaysia employing over 47,000 people.

forecast for 2015. This is in a large part thanks to the backing of government programs and the desire of domestic enterprises to upgrade their data centre operations.

However with growing regional competition and rapid technology developments forecast over the coming years, Malaysia’s contact centre industry needs to continually adapt to maintain its position.

According to research firm APRG, between 2015 – 2017 call centre operations in Malaysia are forecast to experience single digit growth, while the number of global business processes being managed from Malaysia are predicted to see double digit growth.

Despite its numerous advantages, Malaysia faces strong competition in the region as a number of its rivals have also vigorously adopted leading ICT technologies and dynamic shared services models, whilst also leveraging expansive pools of cheap labour:

  • Philippines: With an estimated 400,000 people working in call centres, the Philippines has overtaken India to hold the number one spot. English is spoken widely and naturally as the Philippines is steeped in US culture and phraseology, factors that have made it such an attractive international call centre location.
  • India: Remains a markedly attractive contact centre prospect thanks to its vast labour pool, with lower wage levels than Philippines or Malaysia and generally high standard of spoken Whilst Malaysia has greater mobility in terms of adopting new ICT technology, it still struggles to compete with India on price and scale of operations.

Malaysia has achieved a solid position in the global contact centres market thanks to its steady adoption of innovative services and Government support.

However, in order to maintain its position the industry now needs to learn how to incorporate new functions such as data analytics and social media engagement by learning from pioneers in these areas from around the world. This is especially important as companies look for new ways to enhance the customer experience in order to drive revenue and profitability.

The future of the Malaysian Contact Centre industry will be a key focus of the Contact Centre Asia Conference 2015
February 16, 2015

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