What are the key attributes of a 21st Century Enterprise? And what will an enterprise of the future expect from its partners? As global enterprises become powerful brands, their key challenges will be demand generation, superior growth and financial performance, margins, cash flows and sustainability. Increasingly such enterprises will need to identify and focus on a set of critical core processes and rely on trusted partners to run and manage other core and non-core processes. 

BPO services have matured from being a commoditized service offering labor arbitrage and process standardization to operational excellence enabled by Lean, Six Sigma, and domain knowledge. Year-on-year efficiency gains and excellent customer service at the cheapest cost is the new normal. 

Businesses are hungry to meet their goals and want more from the outsourcing partner. They want partners who can focus on outcomes such as reduced DSO, maximizing rebates, managing cash flow, better inventory management, improve up, cross-selling, etc. 

Traditionally, the CRM or customer service portion of BPO work has been seen as being either “contact center” where the outsourcing partner sets up a call center facility for you or back office where non-voice transactions are delivered. If one wants to look at business outcomes, the thinking has to change. It is important that one starts looking at it from a perspective of where the outsourcing partner envisions itself not as a “call center” but as being the customer’s front office. A similar change in perspective needs to come in the back office and in another important area and yet not fully tapped area – the middle office. 

With this change in mindset, the focus can shift from simple benefits like cost take-out or better accuracy or faster turnaround. The customer and the outsourcing partner can start looking at defining and achieving functional goals rather than getting bogged down with measuring metrics limited by a process silo. 

Mature BPO partners such as Wipro have the ability to achieve business goals by accelerating the transformational journey of enterprises through service offerings that address the back, middle and front office. It is time now to stop thinking process outsourcing (BPO) and start looking for partners who can help you achieve your functional goals – BFO. 

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Ashutosh Vaidya, Senior Vice President and Global Head – Wipro BPO, is an industry veteran of over 25 years. Ashutosh has rich experience in the IT/ITES industry including leadership roles in a variety of businesses spanning products, solutions, and services for global markets. As the head of Wipro BPO Solutions, he reports to the Joint CEO of Wipro’s IT Business. He has spent over 15 years at Wipro and has handled multiple responsibilities in diverse businesses. BPO is a rapidly growing business line for Wipro and focuses on a transformational approach to deliver business value to the customers. Ashutosh is giving shape to the vision of crossing US$1 billion in revenues by leveraging various non-linear growth initiatives. He is also transforming the BPO division into a truly global organization with delivery footprints across 13 countries in the Americas, Europe, Asia, and the ANZ regions. An electronics engineering graduate, Ashutosh holds a Post Graduate Diploma in Management from the Indian Institute of Management in Ahmedabad, one of Asia’s premier business schools.

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