ITES/BPO – Opportunity to move up the value chain? Presentation at iTECH 2004 January 13, 2004 This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey & Company. This material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion. 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 CONTEXT: BUSINESS PROCESS OFFSHORING HAS EXPLODED IN THE LAST FEW YEARS… Demand side forces • Encouraging track • • record of early movers Demanding U.S market environment Successful track record of I/T offshoring BPO total revenues- India example* $ billion 2.0 1.8 1.6 1.4 Supply-side enablers 1.2 • Telecom costs down by 1.0 • 90% in the last 3 years; world-class reliability Over 2.5 million low-cost talented workers in countries such as India and Philippines 0.8 0.6 0.4 0.2 0.0 • Emergence of a credible vendor community Source: Gartner; Dataquest; Aberdeen group; McKinsey analysis 1 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 …BUT HAS ALSO CREATED GREAT ANXIETY IN PRIMARY MARKETS “Tech jobs leave U.S. for India, Russia. Who’s to blame?” – July 2003 “America’s pain, India’s gain” – January 2003 “3.3 million U.S. service jobs to go offshore by 2015” – November 2002 “American legislators are accusing India of stealing jobs” – June 2003 U.S. House Sub-business Committee “Can America Lose These Jobs and Still Prosper?” – July 2003 “Is your job next?” – February 2003 2 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 IN THIS CONTEXT, SEVERAL DOUBTS HAVE ARISEN ABOUT THE FUNDAMENTAL LONGEVITY AND EVOLUTION OF BPO AS AN INDUSTRY • Will the BPO phenomenon plateau out in the next few years? • Even if it survives, moving up the value chain will be difficult and will take several years? • Value chain moves will be the domain of captives because the trust required is too high? 3 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 IN THIS CONTEXT, SEVERAL DOUBTS HAVE ARISEN ABOUT THE FUNDAMENTAL LONGEVITY AND EVOLUTION OF BPO AS AN INDUSTRY • Will the BPO phenomenon plateau out in the next few years? • Even if it survives, moving up the value chain will be difficult and will take several years? • Value chain moves will be the domain of captives because the trust required is too high? 4 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 1. OFFSHORING ACTUALLY GENERATES GREATER VALUE FOR THE GLOBAL ECONOMY 1.45-1.47 0.45-0.47 $1.00 0.67 0.33 $1 previously spent in U.S., now offshored to India . . . . . . delivers value to India . . . • Taxes ($0.04) • Revenues . . . brings returns to U.S. . . . • Cost . . . creates new value from reemploying U.S. labor* ... savings ($0.20) ($0.58) • Local suppliers • Goods sold ($0.09) ($0.05) • Profits from Indian ventures * Estimate based on historical U.S. reemployment trends ($0.04) Source: McKinsey Global Institute . . . and makes the global pie that much bigger 5 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 INDIA CAPTURES 33 CENTS FROM EACH DOLLAR OF SPEND OFFSHORED BY THE U.S. Value accrued from $1 of U.S. spend offshored1 Dollars; 2002 0.33 0.03 0.01 0.09 0.10 Labor 0.10 Profits retained in India Suppliers2 Central government3 State government4 Total value accrued to India Offshoring sector 1 Estimated using the India offshored services industry case 2 Includes revenue accrued to the supplier industries less sales taxes, income taxes to employees and corporate taxes 3 Includes income tax from labor employed in the offshored services sector and the supplier industries and corporate tax on the supplier industries 4 Includes sales tax on the supplier industries and revenue from the sale of power to offshored service providers Source: McKinsey Global Institute 6 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 JOBS OFFSHORED WILL BE A SMALL FRACTION OF THE SHORTAGE IN ELIGIBLE WORKERS Number of workers Millions, 2000-2015 15.6 3.3 Jobs projected to go offshore Source: U.S. Census; McKinsey Global Institute Decline in working population due to aging 7 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 JOBS OFFSHORED ARE A FRACTION OF ALL MASS LAYOFFS Average annual mass layoffs1 Millions 1.17 0.27 All mass layoffs2 Traderelated layoffs3 0.21 Offshoring projection4 1 Bureau of labor statistics defines mass layoffs as job loss actions leading to the displacement of 50 or more workers by a given establishment during a 5-week period 2 Average 1996-99 3 Average 1989-2000 4 Average 2003-13 Source: NBER; BLS; Kletzer; McKinsey Global Institute 8 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 THEREFORE, BUSINESS LOGIC WOULD INDICATE THAT BPO HERE TO STAY … BUT WILL REQUIRE HANDLING CUSTOMER CONCERNS WITH COMPASSION Economic value of off-shoring real • Off-shoring creates 40-50% greater value for the global economy • India captures 33% of every offshored dollar while the US retains 67% and the incremental 40-50% value creation • Off-shored jobs small fraction of expected retirements/lay-offs Negative emotional impact at the customer equally real • Real people and communities are effected • Re-training takes time • Manufacturing hang-over still felt 9 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 IN THIS CONTEXT, SEVERAL DOUBTS HAVE ARISEN ABOUT THE FUNDAMENTAL LONGEVITY AND EVOLUTION OF BPO AS AN INDUSTRY • Will the BPO phenomenon plateau out in the next few years? • Even if it survives, moving up the value chain will be difficult and will take several years? • Value chain moves will be the domain of captives because the trust required is too high? 10 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 FOUR POSSIBLE VALUE CHAIN MOVES POSSIBLE C: “Externalize” Base Completed the first round of off-shoring successfully • Built substantial scale in operations in India • Penetrated 12 businesses in depth • Started capturing labour cost savings A: “Accelerate, extend breadth and depth” • Increase breadth and depth of services • Strengthen and stabilize architecture – Insourceoutsource, onshoreoffshore architecture – Global hub architecture – Strategic outsourcing B: “Re-engineer” • Drive towards operational improvement –Task level and process level reengineering –Consolidation and aggregation of functions • Leverage low cost position to start offering new services to customers and improve competitive position in home markets • Take robust platforms external and create value out of the shared services utility –Specialized service bureau –Generic third party BPO provider 11 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 A. MOVES UP THE VALUE CHAIN ALREADY HAPPENING IN TERMS OF BREADTH AND DEPTH OF PROCESSES OFF-SHORED Advanced Simple, standardized activities Examples of sector-specific (“vertical”) processes Examples of corporate center (“horizontal”) processes technical skill and some judgment required HSBC • Inbound customer service AXA center for mortgage • Insurance claims processing Citibank Citibank • Credit card processing, • Check processing, account collection calls, inbound and application processing, loan outbound service centers processing by a subsidiary Capital One (e-Serve) • Inbound customer service GE center, outbound telemarketing • UK auto applications data entry (MSourcE) HSBC • Account opening and closing, GE Capital • Insurance claims processing retail loan processing, • Outbound telemarketing, mortgage processing inbound customer service MBNA • Processing of online applications (TransWorks) GE Capital Citibank • Payroll accounting • Finance and accounting • Invoice and payment processing Extensive judgment and analytical skill required American Express • Live brokerage advice from qualified agents through a vendor in the Philippines (eTelecare) • Extensive offshoring of credit card services (including risk modeling and credit evaluation) • Extensive financial analyses GE Capital Business Solutions • Risk modeling, actuarial services, underwriting McKinsey & Company • Research and knowledge management for world-wide offices in Gurgaon GE Capital • Risk analysis, strategic planning and forecasting • Financial statement analysis 12 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 IN FIs, VENDORS AT POINT OF SERVICING THE WHOLE RANGE OF CORE BANKING AND SUPPORT PROCESSES Sample processes Core business Consumer banking • Retail banking (account Wholesale banking • Fund administration • Reference data management Insurance Back office Business process off-shoring services Support Illustrative vendors maintenance, opening, check processing) • Claims processing HR/ Admin • Benefits administration • Payroll processing Finance & Acctg. • A/R and A/P management • Reconciliation • Database integration & Research analytical services • Secondary research Outbound Voice Inbound Customer facing Non-voice • • • • • Telemarketing Collections (bucket one) Telesales Customer service Technical support help desk • E-mail support • Fax responses • Live interaction (chat room customer service) Source: Vendor interviews, literature searches, vendor websites, McKinsey analysis 13 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 B. REENGINEERING AND PROCESS IMPROVEMENT CAN PROVIDE ADDITIONAL GAINS OF 30-40% Factor cost benefits (45-55% savings) 100 Additional benefits (30-40% savings) Does not include gains from revenue enhancement 60-65 10-15 45-55 8-13 5-7 Original cost base Factor cost savings Additional telecom & management costs Task migration Off-shore location cost Consolidation, standardization & superior skills Task level improvement Task reengineering 3-5 Economies of scale 15 Process reengineering 30-35 New cost base Task aggregation and process level improvement 14 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 IN FACT, OVER TIME COMPANIES HAVE CAPTURED ADDITIONAL PRODUCTIVITY GAINS Productivity and process re-engineering Efficiency Efficiency Economies of scale • Increased first time • Reduced average call • Aggregated cheque resolution rates from US benchmark of 59% to 74% resulting in reduction in repeat support calls and onsite dispatch calls leading to savings of ~$2 million per annum centre talk time from 180 to 100 seconds through use of more qualified agents order processing tasks and bought-in crosstrained agents, which has significantly increased staff utilisation Better talent and training Technology application Re-engineering (end-to-end) • Improved total • Reduced 40 FTEs by • Decreased time customer satisfaction score from 85% to 92% after offshoring call centre services to India digitising the ‘back lining’ process in the contact centre taken for monthend closing from 5 to 2 days by modifying and eliminating tasks Source: Expert interviews; literature searches 15 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 C. F-1000 INSTITUTIONS HAVE INCREASINGLY BEGUN TO REALISE OPPORTUNITIES FOR REVENUE ENHANCEMENT Revenue opportunities created through offshoring • Customised research for global customers – potential to create platform to service other banks • Ability to price insurance policies at significantly below competition leading to 5-7% market share improvement in home markets • Live brokerage advice for mass affluent customers from Series 7 qualified agents through vendor in the Philippines (eTelecare) • £50 million/year gained through revenue audits – interline, agent, and used tickets Potential ideas for F-1000 institutions • Research platform to service customers for a fee – offer customized research for strategic customers • Develop modeling platform to provide fee-based analytical capabilities to SME financial services customers– offer customized services to large financial institutions • Offer trade finance services to SME customers that are otherwise uneconomical to serve • Offshore R&D (pharma, chemicals) using collaborations • Knowledge on call services for core clients – customized research and analytics 16 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 SIGNIFICANT VALUE CAN BE CAPTURED BY TRANSFORMING INTERNAL CAPABILITIES INTO THIRD-PARTY BUSINESSES Parent Midland Bank New business Transition • AmEx transitions internal • Value creation U.S. $ billion processing unit into thirdparty company (FDR) and sells off majority ownership stake (1992) FDR merges with largest competitor and grows to become global leader in transaction processing • $8 billion in market cap*, growing at 31% CAGR in the last 5 years * March 1, 2002 Sources: Hoovers; analyst reports; McKinsey analysis • Columbia Bank & Trust • • (later Synovus) transitions internal credit-card processing business into third-party company (1982) CB&T sells 19% of company in IPO (1983) TSYS grows to become the second largest processor in the world • $5 billion in market cap*, growing at 5% CAGR in the last 5 years • Management buyout of • • Midland Bank processing unit following merger with First Bank System (1984) IPO in 1986 Grown to become leading provider of technology and processing services for financial institutions • $17 billion in market cap*, growing at 26% CAGR in the last 5 years 17 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 D. NEW INDUSTRIES THAT HAVE PLAYED “WAIT AND WATCH” GAME TRADITIONALLY NOW ACTIVELY EXPLORING AND COMMENCING OFFSHORING – PHARMACEUTICAL EXAMPLE Area IT offshoring Support functions R&D Attitude towards outsourcing/offshoring Key factors driving increasing momentum • “Wait and watch” towards offshoring • Mainstreaming of IT offshoring and until late 2001 emergence of credible success stories on • Significantly higher acceptance in 2002 cost and quality improvements • “Triggers pulled” in 2003 by several • Solid vendor base (e.g., Infosys, Satyam, players including BMS, Novartis, Abbott TCS) with proven track record • Observed actions of competing players! • “Wait and watch” towards outsourcing • Increasing focus on rationalizing support of business process through 2002 and early 2003 • Numerous ongoing discussions in 2003 with vendors on finance & accounting and HR offshoring function costs • Emergence of credible success stories and vendors for F&A and HR • Observed actions of competing players • Many companies articulating “overall aspiration” cutting across numerous opportunities such as IT, BPO, R&D • Concerns around IP and quality of • Positive experience of first movers in medical infrastructure addressing concerns and benefiting significantly e.g., AZ and BMS in R&D; Pfizer & Eli Lily in clinical development; Novartis & Pfizer in data management • Improved medical infrastructure and favorable regulatory environment 18 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 OPPORTUNITIES FOR OFFSHORING EXIST ACROSS THE PHARMACEUTICAL VALUE CHAIN R&D • Target Industrial Operations Commercial Operations • New production • Strategic and commercial busi- identification & development validation • Procurement • Lead generation • Planning and & optimization manufacturing – Plant • Preclinical/ maintenance Toxicology – Quality • Clinical management Development & – Process Trials control • Supply chain • Data management Management • Performance monitoring and control Focus of document Offshore potential Support Functions • ness planning (pre-launch) • • Product development and life cycle • management • • Pricing and health economics • Market a product (new and legacy) • Customer relationship • • • • management Customer and consumer services Sales management Logistics & distribution After sales services Finance & Accounting Information Technology Human resources Legal – Legal counseling advocacy and litigation – Intellectual property counseling • Sales force support Source: Interviews; McKinsey analysis 19 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 RECENT ACTIVITY POINTS TO GROWING INTEREST OF PHARMACOS IN OFFSHORING – DATA MANAGEMENT EXAMPLE NOVARTIS EXAMPLE Global statistical operations business system Operations in India • Started operations in 2001 Statistical study design Statistical programming Document management Database locking • Approximately 30 statisticians out of global team of 250 located in India • Focus on standard safety reporting for Phase II and III trials • Reports focused on US FDA and EMEA • Over 40 global trials supported in first year of operation • Supporting 2 mega trials of over Report writing and filing to medical authorities 10,000 patient records each • Conduct several short turnaround analyses for clinical pharmacology studies Source: Interviews • Savings of around 4060% vis-à-vis global CROs within first year • Targeting 80-100 global trials in 2003 • Plans to start related areas of filing and report writing, efficacy reporting and statistical design for Phase IV studies • Entering into Phase I reporting for complex oncology trials and traditionally outsourced, Phase IV trials 20 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 OFFSHORING CAN RAPIDLY MOVE UP THE PHARMA VALUE CHAIN Phase 3: High-end activities Phase 2: Minimal risk move Phase 1: “Early wins” Opportunity Rationale Support functions 1• Finance and accounting 2• Information technology 3• Human resources R&D 4• Clinical development 5• Data management, including bio-stats Contract manufacturing • Drug manufacturing (TBD) • Formulations development • Custom chemical synthesis R&D • Bio-informatics • Analog generation Support functions • Sales force support Contract manufacturing • New product development R&D • Lead generation and optimisation • Significant experience • Significant bottom line • IPR issues need to be across other industries • Strong vendor base • Pharmas already doing it impact potential visible • Emerging vendor base clarified • Comfort around Asia needs to be established 21 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 IN THIS CONTEXT, SEVERAL DOUBTS HAVE ARISEN ABOUT THE FUNDAMENTAL LONGEVITY AND EVOLUTION OF BPO AS AN INDUSTRY • Will the BPO phenomenon plateau out in the next few years? • Even if it survives, moving up the value chain will be difficult and will take several years? • Value chain moves will be the domain of captives because the trust required is too high? 22 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 IN THE END STATE, LARGE INSTITUTIONS WILL USE A COMBINATION OF CAPTIVE AND VENDOR FACILITIES From primarily captive… Feasibility of outsourcing the process Outsource to Global brand JV/ Alliance Delay …to hybrid model Indian best-ofbreed vendor Captive Outsource to Global brand JV/ Alliance Delay Indian best-ofbreed vendor Captive Cross-border operation sophistication Examples • Started off handling all processes in-house • Started offshoring operations by outsourcing • Now outsources call centre • In addition to outsourcing, services to multiple third party vendors now also runs a captive centre 23 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 IN FACT, MATURE OFFSHORERS HAVE DEVELOPED AN INTEGRATED ARCHITECTURE OVER TIME • Started with 150 person completely captive unit in 1994 primarily for back end processing • Entry into knowledge intensive activities in 2000-01 • Significant expansion of head count and service line in 2001 • Geographical diversification into Philippines in 2001 Model • Captive operations % of total off shored services 30% – Leverages brand, – Important for regulatory issues – Preserves proprietary process knowledge • Third party – India – Reduces country risk – Provides BCP • Over 1600 FTEs • Involved in high-end and low-medium-end, proprietary/non proprietary services (e.g., A/C reconciliation,A/C opening and closing, Ledger activities for credit cards, A/C planning and forecasting, Fraud and risk modeling) 50% – Exclusive support to AMEX – Creates scale with minimal investment – Diversifies risk – Competes with captive and provides BCP • Third party – Philippines Scale, scope and management model • Over 2000 FTEs across vendors such as Spectramind, Daksh, EFunds • Voice based customer support for credit card operations 20% • 700 FTEs • Voice based customer support for credit card operations 24 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 DELETED PAGES 25 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 F-1000 PLAYERS HAVE ADOPTED THREE APPROACHES TO SELECT PROCESSES FOR OFFSHORING Rigorous analytic approach Outside-in approach Detailed analysis to identify high potential processes, percent Sponsor-led approach • Identify processes for Identify processes/ activities offshored by existing players offshoring based on simple criteria – Sponsorship from process owner (e.g., inside Group Ops. in LTSB) – Least organizational resistance (e.g., overflow work) – Low reputation/service quality risk Filter activities by offshorability • Use external benchmarks • (activities and phasing) to identify and prio-ritize the corresponding candidate process in your organization Use benchmark information on off-shore-onshore split and internal FTE mapping (for identified candidate processes) to size the opportunity • 'Build and they will come' – allow other parts of the organization to decide on offshoring at their own pace 26 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 THIS HAS PRIMARILY BEEN DRIVEN BY THE SIGNIFICANT 35-50% COST SAVINGS OPPORTUNITY Financial services sectors with high potential for offshoring* Retail banking Per cent of cost base offshorable Per cent of total NIE*** • Retail banking – Deposit products 15-20 7-11 – Consumer loans • Credit cards 20-25 10-15 – Card issuance & servicing 25-30 8-15 – Merchant acquiring 20-25 7-12 • Mortgages Wholesale banking Insurance Potential institutionwide savings** – Origination 10-15 – Servicing 30-40 • Investment banking – Research 35-50% savings in offshored activities 5-10 10-20 10-15 5-10 – Personal 20-30 5-12 – Group and health 20-25 5-12 25-30 8-15 • Life and health • Property and casualty * Asset management module including retail brokerage to be completed ** Does not include potential cost savings from offshoring IT and corporate center processes *** Non-interest expense - operating cost only, excluding interest expense, advertising, and corporate G&A where separable; assumes institution is a “pure-player” 27 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 VENDOR LANDSCAPE IS CONSOLIDATING AND MATURING Leading players Employees Service line focus • Call center, technical help desks and 3800 email based help desks BPO start-ups • Call center, Insurance claims processing, 3000 airline revenue accounting • Call center, Techmail help desk 1500 BPO arms of Indian IT services players 6000 3000 • Call centers, technical help desks and email based help desks – dedicated centers for BankofAmerica, Amex • Inbound call center and financial services • Mortgage processing (Greenpoint) and 900 financial services BPO arms of large financial institutions 3500 1400 • Call center and financial services (payments, card processing) • Call center, technical help desk, loan processing Global BPO companies 2500 • Customer care, financial and accounting, payments 2000 • Customer care (largely inbound) 28 20030520DL-ZXE332(ITES, Board Pres.)(JS)-7 SELL OUTS HAVE BEEN WITNESSED IN THE RECENT PAST 3rd party provider 3rd party provider 1996 BA set up captive Key events • Set up captive center in 1996 as wholly owned subsidiary to reduce the airline's operating cost • Processed about 80% of BA’s backend operations • Largely focused on airline clients EXAMPLES 2002 BA sold captive to Warbug Pincus • In April 2002, Warburg Pincus, leading private equity investor acquired 70% majority stake • Strategy requires investment to fully exploit growing third party client base • Allotted $3 million to set up third business process outsourcing (BPO) centre by 2003 Rationale for sellout • BA sold out captive center to improve diversity of Offshored activities • Customer complaints • • Passenger/agent claims • • • Tracking cargo • Revenue (USD mil.) • 8.9 (FY1999) Employees • Unavailable 2001 Conseco acquired EXL Services as captive center 2002 Conseco sold EXLServices to Oakhill Partners • Conseco acquired EXL • Conseco fully exited by in 2001 for about $ 52.6 million selling out stake to Oakhill Partners by Nov 2002; however it has continued outsourcing its transaction processing • EXL Services named largest 3rd party ITenabled service company in India in revenue terms • Conseco was in financial distress due to diminishing core business and sold out captive center to raise funds talent Customer Care / CRM Loyalty program support Revenue Accounting Marketing program development and management • 16.0 (FY2001) • Internet and voice customer services • 25 • Critical Back Office Operations • Transaction processing • Collections • ~60 (FY2001) • 1,700 (FY2001) Source: McKinsey, Nasscom, press articles • 300 (FY2000) • 3,500 (FY2002) 29
© Copyright 2026 Paperzz