telecom_Competitive Landscape and Benchmarking by Sutherland Global Services

Competitive Landscape and Benchmarking Competitive Intelligence

www.sutherlandglobal.com January 10, 2013

Contact Centers Countries Contact CentersininAPAC APAC Countries Client • The client is a software vendor major and was evaluating expansion in China

Client Ask • Profiling and benchmarking major contact centers in select countries with a major focus on infrastructure, capacity, geographical presence, and resources • To gather intelligence on Quality Management (QM) tools deployed by contact center companies and their major vendors • To identify the ‘Customer Feedback Method’ or ‘Customer Feedback Management’ (CFM) software deployed by these top contact centers and the vendors of CFM software to these centers

Sutherland’s Solution • The market study approach used both primary as well as secondary research to unearth the scope of the study • SGS identified third-party contact centers and captive centers of corporate in selected six countries of APAC and benchmarked the top players in each of these countries • SGS conduced secondary research to gather the details of contacts for primary research, SGS conducted detailed primary research interviews telephonically

Benefits to the Client • The report profiled and benchmarked the practices of leading contact centers in six Asian countries – India, China, Philippines, Australia, Singapore, and Hong Kong. This helped client understand the various operational and sourcing practices followed in the industry • The report benchmarked players on select parameters like overall rank, verticals, number of sites, number of seats, performance monitoring tools, IT infrastructure, etc. which essentially helped client understand the competitive environment © 2011 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.

www.sutherlandglobal.com January 10, 2013

China Mobile Limited Business Description • China Mobile Limited is an investment holding company and a mobile services provider in China. Its principal activity is providing mobile telecommunications and related services in 31 provinces, autonomous regions and directly administered municipalities in Mainland China and Hong Kong

Address: China Mobile Limited 60/F, The Center, 99 Queen's Road Central, Hong Kong

• As of December 31, 2007, the total number of subscribers reached approximately 370mn • The Company's businesses can be primarily divided into: • Voice business: The services include local calls, domestic long distance calls, international long distance calls, intra-provincial roaming, inter-provincial roaming and international roaming

Phone no: +852 3121 8888

Key Facts

• New businesses: The services include voice value-added services and data businesses

Revenues: USD 46931.4 Million No. of Employees: 127,959

• The company’s head-quarters are in Hong Kong

Capacity addition over the years Jan’ 99:

Oct’ 02:

Sep’ 06:

Started the call center in Sichuan with a seat capacity of 500

Call center in Zhejiang started with a seat capacity of 1720

Seat capacity of Jiangsu call center increased by 1400

Feb’ 02:

Dec’ 05:

Sep’ 07:

Opened the call center in Jiangsu with a seat capacity of 1800 and an employee strength of 2000

Call center added in Guangzhou city of Guangdong province having a seat capacity of 1038

Seat capacity of Sichuan call center increased by 500

Source: OneSource; China Mobile Website, Factiva, CCMW; Adventity Primary Research © 2011 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.

www.sutherlandglobal.com January 10, 2013

Call centers are spread across the country at present while efforts for unification are in progress Contact Centres Details

Heilongjiang Jilin NA Tianjin

Gansu Xinjiang

Ningxia

Shanxi

Qinghai

Shaanxi 616 1000

Beijing 2200 Shandong Hebei Henan

Sichuan*

Hubei

Chongqing

Liaoning

Hunan 288`

Jiangsu 1800

Anhui

Zheijang 1720 Jiangxi

Guizhou Yunnan Guangxi Call Centre location Indicates no. of seats

Shanghai

Fujian Guangzhou 1038 Hainan NA

www.sutherlandglobal.com January 10, 2013

Use of latest technology has ensured that China Mobile remains the leader in experience management Reasons for preferring experience

Most liked in-bound call experience 30.0%

Staff service

26.1%

25.0%

Active Follow up

20.7%

20.0%

15.3%

14.3%

15.0%

2% 8%

Wait-time in Queue Professional Service

10.0%

6.4%

5.0%

4.6%

11% 16%

Solve problem timely/effectively

3.3% 3.0% 2.6% 2.2% 1.5%

Promptness of service

17%

Others

SPDB

ICBC

OCJ

BoCOM

CCB

Ctrip

China Unicom

CMB

China Telecom

China mobile

0.0% 19% 27%

Positive Attitude 0%

10%

15%

20%

25%

30%

Peak-End Rule ensures better service delivery

• China mobile is rated very highly by customers for in-bound call center experience • Service promptness thought efficient workforce management and proper training ensures positive attitude of agents which gives China Mobile and edge over the competition

China Mobile “love” experience curve China Telecom “hate” experience curve

Note – Numbers in the experience curve graph denote sub processes, some of which have been mentioned in the graph above

Source - Customer Experience X-VOC Research Report—Multiple Touch-Points, www.customerthink.com

www.sutherlandglobal.com January 10, 2013

China mobile call centers have been the very best in service delivery in recent years Awards and recognitions Sichuan customer service center

Received an award for the best business-type self built call center at the CCM 2007 awards in the 1000 plus seat category

Guangdong customer service center

Received an award for the best incoming call center service at the CCM 2007 awards in the 1000 plus seat category

Jiangsu customer service center

Received an award for the best call center at the CCM 2006 awards

Contact center software vendors

Vendor Callray Quality management

NICE eOn Communications

Work Force Management Customer Feedback Management

Huawei UTRY AVAYA

Logo

Description Call centers in Guangdong Branch, Zhejiang branch and Guizhou branch in Guiyang use QM software by Callray. The call center located in Sichuan uses quality management software by NICE. The call centers managed by China Motion, its outsourced vendor uses voice recording and call distribution systems by eOn Communications. Huawei supplies workforce management software to call centers of China mobile The call center located at Zhejiang uses workforce management solution provided by UTRY The contact center at Guangdong uses customer feedback management software from AVAYA. The product used is called ECLIPS

Source: OneSource; China Mobile Website: NICE Company Website,AVAYA,Utry, CCMW; Adventity Primary Research ÂŠ 2011 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.