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COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY MAJOR IN MARKETING AND ADVERTISING DEPARTMENT

A Marketing and Advertising Practicum Final Paper Presented To Ms. Chona O. Bautista Marketing and Advertising Department Chairperson CBAA, DLSU-D

In Partial Fulfillment in the Requirements In Marketing and Advertising Practicum

Submitted by: Alfelor, Jangaile Danae

MKA42

2013

Table of Contents I. Company Profile a. History b. Organizational Structure c. Industry Standing d. Financial Statements 3 4 5 11

II.

Cite one major marketing problem of the company (comprehensive case analysis) using this format: a. Introduction to the Case b. Time Context c. Viewpoint d. Problem Statement e. Objectives f. Areas of consideration (SWOT) g. Assumptions h. Alternative courses of actions (ACA) i. Analysis of each ACA j. Recommendation 14 15 15 16 16 17 18 18 18 21 22

III. Appendices

sales. Argentina. History Since 1982. and Brazil. Peppers & Rogers Group. . Announces a joint venture with the Ford Motor Company called Percepta. TeleTech has led the industry with strategic. and customer management solutions to Global 1000 clients. 2001 to 2005 . an award-winning revenue generation company.NASDAQ's IPO of the Year: Completes IPO and voted NASDAQ's most successful IPO of the year. Social CRM. 1996 . and TeleTech Total Rewards services. 2006 to 2010 .I. Expands into South Africa. Focuses on providing technology-enabled marketing. Launches Revenue Generation.Expansion and Transformational Growth: Makes strategic acquisition of Revana™ (formerly Direct Alliance). 1982 . 1995 . TeleTech University. innovative customer experience solutions to drive increases in customer loyalty and shareholder value.Expands Operations to Meet Growing Demand: Adds new technologies and centers to serve increasingly complex multichannel client needs. and Click-to-Chat solutions. Established a presence in the Philippines and announced record revenue in 2005. Canada. Formalized a human capital methodology with HirePoint. 1998 to 1999 .Global Footprint Expands and Joint Venture Announced: Opens centers in Scotland. Company Profile a.First to the Cloud: Deploys the first global IP-based platform to facilitate the delivery of comprehensive global solutions on a centralized model.TeleTech Pioneers a New Industry: Ken Tuchman creates a company with the single focus of delivering an exceptional customer experience as a core competency. Makes strategic acquisition of a global customer experience thought leadership and management consulting firm.

Organizational Structure International Officers Kenneth Tuchman Chairman and Chief Executive Officer James Barlett Vice Chairman Richard Bledsoe Executive Vice President of International Business Development Raj Dani Senior Vice President of Corporate Development .Redefining the Customer Experience: Acquires technology leader eLoyalty to enhance multichannel customer experience capabilities for clients and their customers. Establishes a strategic partnership with Satmetrix. Expands suite of cloud-based technologies and services to include premise-based offerings. and begins building NPS measurements and processes into delivery capabilities. co-developer of the Net Promoter® Score (NPS®). b.2011 to Present . Makes strategic acquisition of iKnowtion to bring deep data analytics methodology to the client base.

Martin DeGhetto Chief Operations Officer Mark Grindeland Senior Vice President and Chief Marketing Officer Judi Hand President and General Manager of Revana and Chief Sales Officer of TeleTech Mike Jossi Executive Vice President of Human Capital Delivery Regina Paolillo Executive Vice President and Chief Financial Officer Brian Shepherd Executive Vice President of TeleTech and President of Customer Strategy and Technology Service .

Technology is also the second largest expense and a significant portion of a Call Center total cost. With 80% of the call services provided for the US market. technology. The call center sector comprises 80% of the total BPO industry in the country. salary and benefits their agents received. maintenance. Growth of the call center industry in the Philippines can be written up to the lower operational and labor costs relative to the US. Politics environment is also a main factor in the dynamics that could change the entire industry. BPO Industry must not only take in priority the goal they have set up for their company but also the dynamics that affect the improvement and success of their industry. There are also some unpredictable dynamics that when unprepared can affect the whole industry like the economic stability that is irregular especially in Philippines where there is inflation all year round. returning the investment with an increase to their shareholders. the high proficiency in spoken American-style English and idioms(the Philippines was a former US colony . It facilitates economic growth. call centers began as providers of business email response and managing services. and lastly providing sustenance to nation’s economy. directors. Call Center companies have three main goals. Industry Standing Business Processing Outsourcing remains a large and growing industry. The largest expense a call center incurs is labor that the company must pay to agents. In the Philippines. and the different management departments. providing good service to the customers. managers. world trade and employment and therefore is one of the main proponents of globalization.c. quality service. International investment. Such as their site improvement.

is one of fastest-growing sectors. and pharmaceutical benefit management. The Philippines led in voice-based BPO.000.000 in 2012 from 640. call centers supported a $12-billion BPO industry. data management. due to its large talent pool.3 million by 2016. the government targets $25 billion in revenues and a workforce of 1. banking and financial sectors were factors for the 2012 boom. and a highly-skilled and an overall motivated workforce. medical coding and billing. showed that revenues rose 18% to $13 billion in 2012 from $11 billion in 2011. Under the BPO roadmap. In 2008. and 816. the number of workers is expected to rise to 926. The Business Process Outsourcing (BPO) industry continues to post robust growth. It has become a career alternative for some 200. Data from the Information Technology and Business Process Association of the Philippines (IBPAP). the Philippines surpassed India to become the top call center BPO destination in the world. a constant stream of collegeeducated applicants. with revenues reaching $430 million by end-2012.7 billion of the BPO revenues. The call center segment is expected to corner $14. Healthcare.000 of total jobs to be created by 2016. This year. Healthcare BPO. The voice sector employs two-thirds of the entire industry. formerly Business Processing Association of the Philippines. The good command of English by Filipinos paved the way for large-scale voice-based services outsourcing .000 in 2011. By 2011.000 Filipino nurses who work in medical transcription. The number of workers also rose 21. exceeding its targets last year.and English is the language of instruction in schools).8% to 780 .

unknowingly: Convergys – This is one of the leading companies in the world in line with providing various services such as human resources and billing services. Services provided here are technical support. the BPO company have grown tremendously and is continually growing and expanding in various parts of the Philippines. From then on.news. The biggest firm can house 2.com/editorial-strong-business-process-outsourcing-growth164921819. notably call centers.yahoo. It’s largest call center firm is located in Glorietta 5 in Makati City. E-Telecare – This company is one of the country’s pride as it’s the first Ayalabacked BPO company. Today. 1 destination for call center operations. you can name hundreds of call center firms scattered across this country but only a few remain huge and successful.to the Philippines. So here are the top ten BPO companies that you might be passing by. there might be a lot of business process outsourcing companies here but seldom are what you can consider big companies – meaning they pay and treat employees a lot better. surpassing other countries as No.html) It was the year 1992 when the first Business Process Outsourcing was first introduced in the Philippines. a lot of call center companies have sprung like grass on various parts of major cities in the Philippines. (http://ph. Since the year 2003. The BPO in Philippines was even named “Sunshine Industry” because of the rampant establishment of BPO firms in this country.041 seats and it’s also recognized as the biggest call center in the world. Yes. The Philippines is one of top destinations globally for Information Technology (IT)-BPO and Global-In-House Centers (GIC) operations. sales program .

Field of business include telecommunications. back-office support. telecommunications. This is also one of the major BPO players that ranked 3rd in the year 2008. banking and insurance. telecommunications and information technology. media. travel. banking and finance and health care and insurance. insurance. hospitality. this company is continuing to . and energy and government.7 billion pesos in the year 2008. The revenue hit 5. ICT Group – This company started in the year 2003 as a firm more focused in customer care solutions. Teleperformance – With 6 contact centers and more than 7. They have domestic and international businesses as clients in providing support in the fields of health care.and inbound customer service. manufacturing. The company has been operating for more than 20 years now and has ventured into trending world-wide industries like health care and pharmaceuticals. transportation. the Teleperformance is an ISO-certified company that primarily provides services in technical support. automation solutions and customer care. West Services – With an award of “2009 Employer of the Year” given by the European Chamber of Commerce of the Philippines. SVI – Software Ventures International is a company that focuses in Business Solutions Development and IT consulting.000 workstations. The BPO company focuses in providing back-office services to a number of Fortune 500 companies globally. Aegis People Support – This firm is considered as one of the fastest growing call center companies in the Philippines.

It also has something to brag of as it ranked number one in the year 2008. Companies here provide various services to their international clients. their services changed into offering the clients support in the field of financial services and medical transcription. sales. Telus International Philippines – This is a part of a Canadian company named Telus International.com. back office support and technical support. However.expand as a BPO center in the country. Epixtar – If there are BPO companies that are more focused in IT services.method1. It’s revenue hit 8. automated voice response services and customer service.1 billion pesos. It mainly supports clients through direct marketing. customer care.ph/top-ten-bpo-firms-in-the-philippines. Teletech – In alliance with Philippine Long Distance Company (PLDT). market research.html . Epixtar is more into winning back clients and retention. Services include: telecommunications. Teletech aims to grow in business in the fields of integrated customer relations and management solutions. http://www.

Financial Statements .d.

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Cite one major marketing problem of the company (comprehensive case analysis) using this format: a. Call Center Agencies invest a lot on their employees in terms of induction and training. marketing. and customer relationship management plus they have the technology innovations to successfully support these organizations. customers. Since 1982. Teletech’s ability to quickly adapt to global change has helped companies scale their business. Today. Introduction to the Case TeleTech is one of the largest and most geographically diverse global providers of technology-enabled. they are still on the forefront of what’s next in sales. . and cultures every day. reduce risk. maintaining and . With a 30-year history of helping their clients maximize the value of their brand through the design and delivery of exceptional customer experiences and with approximately 120 service delivery centers in 15 countries worldwide. In 10 years Teletech have been providing a great opportunity for every Filipino to gain valuable experience working with diverse clients. and driven to identify these possibilities at every turn. and increase profits along the way. fully-integrated customer experience management solutions. developing. This stems from their belief that every challenge brings new opportunities. better serve customers.II. TeleTech has thought and acted outside the traditional boundaries of business.TeleTech’s ability to equip our clients with the transformative tools that enable their success has led to a proven track record of stability and reliability regardless of what’s going on in the rest of the world or within a particular industry Business processing outsourcing is a fast growing industry in the Philippines it supply jobs for the increasing demand of employment.

Time Context The analysis has been conducted during the 240 hours of Internship program. This study is going to find a solution for job satisfaction and employee turnover.retaining them in their organization. there is no standard framework for understanding the employees turnover process as whole. b. and they seek to find the factors which effect on satisfaction. Although. effects and strategies that managers can put in place minimize turnover. and one way to reach that goal is to satisfy the employee to use all his abilities and creativity while doing his job. theories propose that if the employee is satisfied and happy in his job then he will not change his job. Therefore. the sources of what determines employee turnover. more especially. Now a days all companies have a common goal which is to increase productivity and reduce costs. managers at all costs must minimize employee’s turnover. Viewpoint This study will be analyzed and responded from a marketing and advertising student point of view. Therefore. The perspective of the student will depend from the experiences . One of these factors is job satisfaction. The study is going to talk about job satisfaction and how can it effect on employee turnover in Teletech. The Study have been prepared through this period and will be based from the information and experiences the researcher had experienced. c. a wide range of factors have been found useful in interpreting employee turnover. there is need to develop a fuller understanding of the employee turnover.

d. Objectives      To heighten Teletech’s industry status. What courses of actions will strengthen Teletech’s employee’s loyalty and job satisfaction and reduce the rate of possible resignation and transfer of the employee to other call centre companies? e. Including the knowledge obtained from years of academic lessons and activities in the university. To retain employee and reduce the employee turnover To attain employee’s loyalty and job satisfaction .and information attained during the 240 hours internship program. Problem Statement This study aims to answer the question regarding the topic to attain the results needed for analysis. To increase brand awareness resulting into boost in applicant flow. To have a facility that lead in technical and architectural advancement.

•Dedicated workforce aiming at making a long-term career in the field. Areas of consideration (SWOT) •Highly skilled.f. •Abundant manpower •Cheaper workforce compare to counterpart countries. Three more states in the United States are planning legislation against outsourcing Connecticut. •Operational excellence •Conducive business environment •The cost of telecom and network infrastructure •Manpower shortage •Local infrastructure •Political opposition from developed countries Strength Weakness Opportunity Threat •Correct Weakness •New and Improved Facility •New EnterpiseWide Sale Database Under Development •Sales Coaching • The anti-outsourcing legislation in the US state of New Jersey. Englishspeaking workforce. Missouri and Wisconsin. India and South Africa could have an edge on the cost factor. • Slowdown of demand . •Lower attrition rates. •Lower response time with efficient and effective service. • Competing Employers • Consolidation of Competitors • Other ITES destinations such as China.

Assumptions Assumptions are one of the most critical steps in the preparation of a marketing plan because it is the easiest step to do carelessly. Critical and few in Number Consistent with relevant known facts with defensible assumptions. 1 The prime factor in job satisfaction is the work itself. sometimes people claim to hate their job when in fact just hate doing the job for their current employer. job satisfaction generally increases as . they just don't like the people they are currently doing it for. programs and activity that will heighten the interest of the employee in working. Others may dislike some aspect of their job. h. Additionally. They should be: Key. Alternative Course of Action No.g. i. These people actually like the work. to have job satisfaction if we hate the work we are doing. Job satisfaction generally increases as the number of skills used in performing a job increases. Alternative courses of actions (ACA) Alternative Course of Action No. 1 Marketing should provide events. Analysis of each ACA Alternative Course of Action No. if not impossible. It is difficult. 2 The company should prioritize the Job satisfaction and security of the employee. However.

Evidence indicates that an important moderator of the satisfaction –turnover relationship is the employee's level of performance. and length of tenure with the organization are important constraints on the actual decision to leave one's current job. They get pay raises. Just the opposite tends to apply to poor performers. To avoid unnecessary career changes. Few attempts are made by the organization to retain them. the researcher have suggested that the above courses of action be implemented so we can accomplish the desire attachment and involvement of the employee through creating meaningful and motivating activity that will further develop the employees’ skills and interest towards their job forming loyalty to the company. other factors such as labor-market conditions. level of satisfaction is less important in predicting turnover for superior performers. the latter are more likely . The organization typically makes considerable efforts to keep these people. increased promotional opportunities. 2 Satisfaction is also negatively related to turnover. that job satisfaction is more important in influencing poor performers to stay than superior performers. again. Yet. combine to form job variety. recognition. Regardless of level of satisfaction. therefore. We would expect. required skills and quantity of knowledge. Specifically. There may even be subtle pressures to encourage them to quit. and so forth.the amount of knowledge needed to perform a job increases. praise. These two factors. expectations about alternative job opportunities. Alternative Course of Action No.

The two attributes. Here are cases in point: If a person is highly satisfied with his/her job. The prevailing theory was/is that increased job satisfaction results in increased performance. it may give the appearance that the person is a poor performer even though he/she may be exhausting a great deal of effort in trying to perform the job. increase job satisfaction and we will increase job performance. With this mentality it nay reduces work quality and productivity that will certainly affect the standing of the company in the Industry. Traditional theory suggests that job performance is affected by job satisfaction. Intuitively this theory makes sense.to remain with the organization because the receipt of recognition. With this course of action it will prioritize the employees’ wellbeing especially their satisfaction and security toward their job. and that they affect each other. and other rewards gives them more reasons for staying. praise. are too closely linked to one another. However job performance is much more complex than the traditional theory. Most of employees who are not satisfied in their jobs express through their action that they are not proud by working to the company and they can change their job if they found another opportunity. On the other side is the person's ability level. This person's frustration then in turn leads to poor job satisfaction. this would lead the person to want to do a good job and to perform well. So it is important that this course of action will be taken comprehensively providing the employees . If the person is struggling with performing the job. job satisfaction and job performance.

and try to find the reasons for leaving of employees. When satisfaction and productivity data are gathered for the organization as a whole. and this will make the employee feel that he is a part of decisions take. Recommendation Teletech must make satisfaction of their employees a priority. The company must work on increasing the benefits. The company must make changes in its environment. there is renewed support for the original satisfaction – performance relationship. this will help to reduce turnover. Interestingly. the evidence suggests the reverse to be more accurate that productivity is likely to lead to satisfaction. in order to reduce turnover rate. he will find another goal to reach. this could be done by applying shared governance.with the benefits and contentment in the work environment they needed in order to minimize employee’s turnover rate. At the individual level. in order to satisfy its employees and attract them to stay. The company should do a career leader. if we move from the individual level to that of the organization. since each employee will have a goal to reach and each time he reach his goal. Company must do interviews with those who want to leave the call center. Happy workers may not necessarily be productive workers. j. we find that the organizations with more satisfied employees tend to be more effective than organizations with fewer . since most of the employees can change their jobs for another one with extra benefits. rather than at the individual level.

So although we might not be able to say that a happy worker is more productive. it might be true that happy organizations are more productive.satisfied employees. Appendices: Certification of Completion (Number of hours). . III. Time card or logbook (original or photocopy) for the whole OJT period.