Outsource Magazine Issue 27 - (Page 54)

Can EvErything BE OutsOurCEd? Is it feasible to outsource customer loyalty processes – and if so, at what cost? Amit Varma, MindTree Amit Varma is VP and Head of MindTree’s Enterprise Solutions & Consulting Business, with special emphasis around emerging trends in the digital space. I happened to attend a conference recently where one of the speakers spoke very passionately about "loyalty outsourcing" – it made me take a step back and think! Outsourcing loyalty: is this an oxymoron, does it really ring true? I do understand that there are businesses whose specialty is executing frequent customer programmes and that they handle all aspects from strategy, research, design through to fulfilment. For that matter, it is really no different from any outsourced business process. But even then – think about the contortion of language implicit in combining the two words. Loyalty, the emotional quality that binds a person to another, a brand or a set of ideals – can it truly be mechanically crafted by a third party for hire? And can we still call it loyalty? In our rush to turn business functions into business processes, modularise and outsource them, we occasionally do tend to overdo them a bit. A major casualty is the faux language of relationship, and loyalty “I’ll take fifty percent efficiency to get one hundred percent loyalty.” – Samuel Goldwyn 54 ●● ●● www.outsourcemagazine.co.uk http://www.outsourcemagazine.co.uk

Table of Contents for the Digital Edition of Outsource Magazine Issue 27

NEWS
PLANET ITO
NORM JUDAH MICROSOFT’S
IN THE KNOW
CALL BRITANNIA
DAVID EVELEIGH
CHAIN GAIN
CAN EVERYTHING BE OUTSOURCED?
NOA ROUND-UP
QUICK CHANGE?
TRANSFORMING FINANCE
CAROLINE STOCKMANN
GOOD REVIEWS
OUTSOURCING IS NOT MAKE VERSUS BUY: IT IS A CONTINUUM
PAYING ATTENTION
POWERING UP YOUR CUSTOMER SATISFACTION ENGINE
BEHAVIOURAL ECONOMICS
HEAD-TO-HEAD
TOP TEN
THE LEGAL VIEW
HFS RESEARCH
HEADLINES...
ONLINE ROUND-UP
INSIDE SOURCE
THE LAST WORD

Outsource Magazine Issue 27