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Evolution of South Africa’s customer experience industry

Evan Jones, Chief Operating Officer at Webhelp South Africa, speaks to CNBC Africa on the evolution of the customer service industry in South Africa and the opportunities ahead. South Africa has made its mark in the global customer experience industry as an offshoring destination of choice. The value offered by local contact centres to global brands goes beyond cost reduction. It lies in the emotionally compelling service experience due to a strong cultural alignment with the markets served – primarily UK and Australia but increasingly continental Europe too. Scripted responses and focussing on call handling times and similar metrics as success criteria is no longer enough. Customers who call a customer service department expect to be able to speak to an informed and empathetic individual, irrespective of contact channel choice. With the skills, training and mindset available, South Africa’s local infrastructure is also developing rapidly, reinforcing South Africa’s mark in the global outsourcing industry. However, there are still hurdles to cross and challenges still faced by businesses looking to set up customer service operations from South Africa. Evan’s comments are present in the news article and the video published by CNBC Africa.


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