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The
experiences of Touchstone Communications are relevant for
any U.S. firm establishing customer service operations
offshore. Its lessons in quality and their experiences
exporting American corporate culture are relevant for software
operations, hardware support and the full scope of customer
service operations that might be conducted remotely.
There
are four lessons for U.S. firms setting up operations offshore,
beginning with the need for good market positioning, having
enough American trainers on the ground, emphasizing quality
over quantity, and the need to export American corporate
culture overseas rather than have offshore facilities adapt
to local workplace culture.
These
lessons are based on the experiences of a Texas firm that
built its own call center facility in Islamabad, Pakistan.
In early 2005, this Fort Worth company's offshore facility
became the first call center to make a profit in Pakistan.
The
experiences of Touchstone
Communications are relevant for any U.S. firm establishing
customer service operations offshore, whether in a standalone
facility or through a contractor. Its lessons in quality
and their experiences exporting American corporate culture
are relevant for software operations, hardware support
and the full scope of customer service operations that
might be conducted remotely.
The
first lesson is from their early days, when they tried
to be all things to all people.
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