Leading global business process outsourcing company 2013 14 campaign_paul_r

Research&Concept:PaulRosario
2013-2014
BPO:StrategicCampaign
This document contains a strategic campaign, which is framed basis
brief received from The Global Head of Marketing Communications &
Internal Communications at one of the leading global business
process outsourcing company based, Mumbai, India.
This docket features 3 (tactical programs and CSR initiative) to
support the main strategic campaign. There are more such tactical
programs and CSR initiatives that can be added /modified to support
and/or enhance the main strategic campaign.
The listed tactical programs and CSR initiatives mentioned in this
document is subject to change.
Paul Sebastian Rosario
Vasai, Mumbai, India
+91-98 33 11 07 23
paul.s.rosario@gmail.com

Paul Sebastian Rosario | Confidential 2
Client “Thought”
The Brief:
Client: Marketing Communications and Internal Communications
Department at one of the leading global business process
outsourcing company managed out of Mumbai, India
Campaign: Connote global culture under a single unified Brand
Objective: Build the location spirit thus enhancing the organization spirit
Duration: 3-6 Months
Scope: All global offices across Americas, Europe, Africa, Asia Pacific &
Middle East
Target Audience: Each and every person of the organization
 Employee Strength - Over 21,000 Globally:
47% General & Administrative Function,
23% Research & Development,
21% Sales & Marketing,
9% Executive Leadership
 Age Groups:
Frontline: Between 25 and 27 years
Senior Positions: Between 27 to 40 years old
Source: company website & slideshare.net

Company Overview:
The BPO, established in 1996, is a leading global business process solutions
company.
It offers business value to 200+ global clients by combining operational excellence
with deep domain expertise in key industry verticals, including Travel, Insurance,
Banking and Financial Services, Manufacturing, Retail and Consumer Packaged
Goods, Shipping and Logistics, Healthcare and Utilities. It also delivers an entire
spectrum of business process outsourcing services such as finance and
accounting, customer care, technology solutions, research and analytics and
industry-specific back-office and front-office processes.
Footprint:
It has delivery centers world-wide, including China*, Costa Rica, India, the
Philippines, Poland, Romania, South Africa, Sri Lanka, UK and US.
*Services delivered through local partnership
Differentiators:
 Client-centric Approach
 Technology-enabled BPO
 Vertical Approach
Company Logo

Offering:
BPO is engaged in providing offshore business process outsourcing services. The
key services of the company are:
 Business Process Outsourcing (BPO) services
 Data Services
 Voice Services
 Analytical Services
 Client Processing Services
These services, it has further bifurcated into two sections namely; Industry
Focused Solutions and Cross Industry Solutions.
Competitors:
 Infosys
 Tata Consultancy Services
 Firstsource
 ExlServices
 Accenture
 Genpact
 HP
 IBM

The “Campaign”
Background:
Brand is the promise made to the market place and to the customers it serves.
Culture being an integral part of the brand is the set of actions, through which the
employees and the company, bring the brand to life.
It speaks of the character of the organization, the value system, serving as a
corporate citizen exemplifying the way it treats its own people.
The brand and reputation is viewed as complementary. Consumers look for more
than just a brand. They want a relationship with the concerned company. They
want to know the Who, What and How the company is involved in the various
communities. Thus, culture is the connective tissue to reputation. And a strong
culture is the one that has a strong set of beliefs, values and behaviors around
something important.
The company, with its network of 31 global delivery centers respond to needs for
language, cultural alignment, redundancy and 24/7 operations. Across its global
delivery centers, employees use common methodologies, tools and assets to
deliver services seamlessly to clients.
There are over 21,000 employees working globally with diversified backgrounds
under the brand. The endeavor of this campaign is to cultivate a philosophy of
“People ->Service-> Profit”
Simply said, when we have satisfied & motivated employees, they in turn keep
our customers satisfied with best-in-class service. In return, these satisfied
customers give us continued business to make profits. It’s a cycle that must be
sustained by the company as a long term growth strategy.

Title: “Unity in Diversity”
Initiative
As the title suggests, it is a campaign that
can be initiated via tactical programs and
Corporate Social Responsibility (CSR)
initiatives across all offices - Globally.
Note: This strategic campaign document contains only 3 tactical programs & CSR
initiative to support the main campaign “Unity in Diversity” initiative.
Campaign Objective:
The campaign is framed based on 3 core strategic objectives of the firm. It also
focuses on being an inclusive brand united under a single brand name – going
forward:
1. Provider of Choice - For Customers
2. Investment of Choice - For Shareholders / 3rd
Party Vendors
3. Employer of choice - For Existing and Future Staff
The above core strategic objectives are all strongly related: satisfied employees
lead to satisfied customers, on whose loyalty the commercial success of the
company rests. The strategy closely knits the business needs of the BPO - globally.
The progress made towards the 3 objectives is the measure of success of the
campaign strategy.
Various tactical programs & Corporate Social Responsibility (CSR) initiatives can
be deployed at the Centre level in a planned manner in order to sustain the
broader strategy of “Unity in Diversity” campaign over a period of 3-6 months.
This is however subject to change basis the dynamic business needs in an ever
changing global market place.

Evolving role of the
Communications Team and
Measuring Value of Employee
Communication Campaigns:
In today’s dynamic business scenario - a communications professional inside
a company needs to be a counselor, a strategist, a partner and a problem solver
to the internal clients — much more than someone who just writes good copy,
gets an email out or runs a good meeting. Clients are now in a much more
complex environment. They need to have a partner who can help them think
through all these issues and get outcome-based results.
The communications professional of today, has to have a much broader set of
skills. They need to be strategists. They need to be well versed in research and
applying that research. They need to be able to negotiate and be persuasive. They
need to have strong business acumen, know how to run a project, know how to
build coalitions.
Organizations must have a robust research tools to try to understand loyalty,
pride, engagement and how its employees view its reputation. A proud employee
is going to be a loyal employee who will go above and beyond.
It should be the endeavor of the Communications team to try and connect these
researches to its external reputational research. It is important to see if there’s
any correlation between how employees feel about these issues versus external
stakeholders. The research should be actionable, and outcome-based.
Employees should be ambassadors of the brand. The more informed they are, the
more motivated they are, the more connected they are and the more likely they
are to be ambassadors.
Thus, the Communications team must optimize use of integrated marketing
communications mediums at its disposal to push various commercial and
non-commercial messages to its stakeholders in a creative yet effective
campaigns and/or initiatives across the organization.

Target Group & Scope:
Our approach will be simple and global.
We classify our Target Group into two:
Internal Customers: Employee(s) & 3rd
Party Vendors
External Customers: Investors, Analysts, Government & Educational
institutions, Media, Employee(s) Family Members, etc.
Tactical Programs & Corporate Social Responsibility (CSR)
Initiatives:
The BPO offices is an extended home for its employee(s), and it should be the
endeavor of the Communications team to work closely with Business Leaders and
Human Resources - Business Partners (HR-BP) to provide innovative solutions to
keep its employees stress-free and work unaffected from any possible burn-outs.
The tactical programs and CSR initiatives are framed and deployed so that it
connects people & business to the 3 core strategic objectives of the organization
and also encompasses the main campaign - “Unity in Diversity” Initiative.
A few tactical programs and CSR initiative is detailed below:
Contd...

Continued from previous page…
1. Program: BPO - League of Super Heroes
I. Duration: 90 days (3 months)
II. Target Group: Internal Customers (Employees)
III. Scope: Across all BPO global offices
IV. Objective:
a. Support Business growth at the Country level – Business Leaders to
identify business parameters that need immediate attention for
example: Customer Satisfaction, First Contact Resolution,
Productivity, Revenue, Service Level, etc.
b. At the Global level – The business parameters at country level should
contribute positive growth back to the organization at large.
c. Empower people to be part of the organizations growth. Reward and
recognize their contributions both at the Country level and Global
levels.
d. Cultivate a feeling of Pride through personal contribution and instill
the spirit of Diversity across the organization by recognizing cross
cultural groups working in dynamic business environments.
e. This program links the 3 core objectives to the organization by
making it a…
i. “Provider of Choice” to clients
ii. “Investment of Choice” to shareholders / 3rd
party vendors
iii. Also, satisfied employees will feel proud to be associated with
the BPO brand making it the preferred “Employer of Choice”
under this program.
V. Communication:

a. HR-BP’s will be given branded
“League of Super Heroes - Tool
Kits” to support seamless
rolling out of program.
b. Communications team will roll
out off-line & on-line collaterals
to promote the “Unity in Diversity” Campaign with link to “BPO
League of Super Heroes” program.
VI. Modus Operandi:
Phase Period Eligibility Rewards &
Recognition
1
st
Wave Day 1 to Day 30 Weekly winner(s) 1. Tickets to Movies,
Live performances,
Dinner/Shopping
Vouchers, etc.
2. Mailers with
Winners photos and
names.
Winner for 4 Consecutive Weeks –
titled as “BPO Heroes” in the 1
st
Wave
1. Two Weekend Off
for two consecutive
weeks
2. Customized Heroes
Bronze Badge
3. Newsletter carries
success stories of
“BPO Heroes” in
Newsletters
2nd
Wave Day 31 to Day 60 Weekly winner program continues 1. Tickets to Movies,
Live performances,
Dinner/Shopping
Vouchers, etc.
2. Mailers with
Winners photos and
names.
Contd...

2nd
Wave Day 31 to Day 60 Winner for 4 Consecutive Weeks –
nd
Wave
1. Two Weekend Off
for two consecutive
weeks.
Bronze Badge.
success stories of
“BPO Heroes” in
Newsletters.
Winners of 1
st
Wave and 2
nd
Wave – titled as “BPO Super
Heroes”
1. Fixed Shift for entire
month.
Silver Badge & Photo
framed Poster to
take home to family.
success stories of
“BPO Heroes” in
Newsletters.
3
rd
Wave Day 61 to Day 90 Weekly winner program continues 1. Tickets to Movies,
Live performances,
Dinner/Shopping
Vouchers, etc.
2. Mailers with
Winners photos and
names.
Winner for 4 Consecutive Weeks –
rd
Wave
1. Two Weekend Off
for two consecutive
weeks.
Bronze Badge.
success stories of
“BPO Heroes” in
Newsletters.
“BPO Heroes” of 1
st
2
nd
& 3
rd
Waves get nominated in to the
“League of Super Heroes”
Winners get to be part of
30 days BPO
International Exchange
Program and work with
project teams across BPO
global centers.

2. Program: BPO – “Business Catalyst”
Award
I. Duration: (6 months)
II. Target Group: Internal Customers – 3rd
Party Vendor’s staff from IT,
Housekeeping, Chauffeurs, etc. supporting daily BPO business needs to
conduct seamless operations.
III. Scope: Across all BPO global offices.
IV. Objective:
a. Encourage 3rd
Party Vendors and their staff to meet and exceed
agreed Service Level parameters.
b. Empower Vendors staff to advice BPO with cost savings initiatives
and hence make them part of the growth story.
c. Reward and recognize their contributions to BPO.
d. This program will be inclusive in nature since even outsourced
vendor staff supporting the BPO growth story will become an integral
part of the One BPO culture.
V. Communication:
a. Departmental Heads will be given branded “Business Catalyst Award
- Tool Kits” to support seamless roll out of program.
b. Communications team will roll out off-line & on-line collaterals to
promote the “Unity in Diversity” Campaign with link to “Business
Catalyst Award”.
VI. Modus Operandi:
a. Vendors and their outsourced staff will be made aware of the
coveted “Business Catalyst Award”.
Contd...

b. During the 6 months program –
regular structured meets with
3rd
party vendors and their staff
to review their service level
parameters and whereby the BPO will also solicit their
ideas/suggestions on various cost saving initiatives, which will decide
the “Winner” amongst all the approved 3rd
Party Vendors of the BPO.
c. At the end of the 6 months program, a felicitation ceremony will be
held to recognize the individual staff who supported meeting agreed
service level parameters along with their supervisors and Managers.
d. Special Trophies and Citations will be handed out to vendors who
have given the BPO innovative ideas/suggestions on cost saving
initiatives to be rolled out at the BPO at local and/or global level.
e. All BPO approved vendors supporting internal business needs at BPO
offices will be eligible.
f. Example of Vendor outsourced staff: Computer and Peripheral
service providers, Printers and Designers, Trophy and Plaques
vendors, Stationery vendors, Transport Supervisors + Chauffeurs, IT
support team, Housekeeping support team, etc.
g. This program would meet the core objective of being the preferred
“Provider of Choice” by the BPO clients. Also, satisfied 3rd
Party
Vendors will feel proud to be associated with the BPO Brand as being
preferred “Investment of Choice” under this program.

3. CSR Initiative: BPO “Student Business
Leader”
I. Duration: (1-3 months)
II. Target Group: External Customers
e.g.: Students in Business Schools
and Undergraduate Programs.
III. Scope: Across all BPO global offices.
IV. Objective:
a. Encourage and empower future employees studying in
Undergraduate & Management programs to get a chance to enhance
their careers by enrolling themselves into BPO “Student Business
Leader” initiative and get a chance to work with professionals at BPO
having deep domain expertise on various projects.
b. The core business objective of engaging this Target Audience will
make BPO the preferred “Employer of Choice” with budding
managers and/or staff.
V. Communication:
h. HR-BP’s will be given branded “BPO Student Business Leader - Tool
Kits” to support seamless roll out of program.
i. Communications team will roll out off-line & on-line collaterals to
promote the “Unity in Diversity” Campaign with link to “BPO Student
Business Leader” initiative.
VII. Modus Operandi:
a. Under this initiative, students will be recruited via psychological tests
to match the basic skill & competency requirements of the Projects
that are critical to the Research and Development initiatives at the
BPO.
b. These students will be continuously mentored & motivated by
identified seasoned professionals to provide innovative solutions to
the complex business needs at the BPO.

c. Students successfully
completing their internship at
the BPO will be awarded “BPO
Student Business Leader” with
customized Citations & badges.
d. These students will also get
preferred status in case they want to join the BPO post completion of
their graduation.
4. Other Programs & Initiatives linked to the 3 Core objectives:
I. BPO Day at Work (For Spouses & Family members)
II. BPO Reserve Task Force (Part-time & Flexi work schedules for House-wives
and Students)
III. BPO Volunteer Hours (Employees contribute their time to social causes
related to installing primary computer labs & class-room environment in
rural villages)
IV. BPO Sports Rally for Physically & Learning Disabled people (Encourage and
support various sports initiatives for physically & learning disabled
children/adults at the community levels)
- End -

Contents of this document must not be shared in any offline or online formats
without the permission of the Author
Credits to content/image sources in this document: Google.com, FedEx, DHL, Coca Cola, UPS, Boeing, Pepsi, slide share

Leading global business process outsourcing company 2013 14 campaign_paul_r

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