Standard Bank – Kenya market assessment engagement
Identify the current & future nature of the markets from a Customer Management perspective.
Provide Standard Bank access to data and recommendations supporting the formulation of the strategic approach and operating model.
“I have had the opportunity to engage with Merchants over the years on a number of different initiatives. When tasked with investigating a broader contact centre strategy for emerging Africa, they were a natural ﬁrst port of call. What impressed me the most, especially when dealing with such a broad brief, was the collaborative approach employed to really understand our needs and the strategic imperatives at play. Once this was reﬁned, and with speciﬁc deliverables agreed, their resources were rapidly deployed in-country and the output of this work was certainly a ﬁrst for contact centres looking outside of South Africa. The work was undertaken with what I have come to take as standard for Merchants, namely the willingness to go the extra mile, a wealth of contact centre insights brought to bear in a professional manner.”
Standard Bank has contact centre operations across multiple African markets and initiated a strategic review of these operations in each country, this includes the need to identify the current and future nature of the markets from a customer management perspective and to determine standard practices and an appropriate operating model including the potential for shared service centres or “hubs” enabling cost-effective support across regions.
Merchants was engaged to support this project, initially delivering a review of Kenya which represents a pivotal regional market. The key driver of the research project was to provide Standard Bank access to data and recommendations supporting the formulation of the strategic approach and operating model.
Merchants has done a number of location assessments across European, Middle Eastern and African markets over the years and has developed a robust framework tool for this type of engagement. Experience has proven that the key to success in such projects is clearly identifying “up-front” what the desired outcomes of the assessment need to be, based on the business drivers of the organisation. The research approach included the use of client workshops to ascertain these business drivers, desktop and in-country research including interviews and site visits, culminating in a workshop with the client to review the findings, recommendations and agree next steps.
The final engagement output was a report which provided an overview of Kenya’s current Customer Management / Contact Centre / BPO landscape. This includes insight into market maturity, business environment, consumer expectations & trends, current / future capability and opportunities both generally and specifically for Standard Bank (based upon political, economic, social, technology, legal and environmental infrastructure hygiene factors).
- Provided a view of the market environment and capability / opportunity for development in line with Standard Bank strategy
- Obtained a view of the current state of Standard Bank Contact Centre operations in Kenya, identifying the effectiveness and efficiency of these operations as well as the potential for improvement, standardisation, flexibility and scalability.
- Evaluated the market / location against tailored Customer Management critical success factors and key data points in a weighted scorecard approach to ascertain future state development and change capability within the market, including strengths, weakness, opportunities and risks
- Provided evaluation and recommendations regarding future state operating models for the market and region
- Acted as the initial catalyst for the continuing review and evaluation of possible operating and delivery structures across Africa.