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Offshore Lessons: the Touchstone Case Study

March
29, 2005. E-Commerce Times

By Anthony Mitchell

 

http://www.ecommercetimes.com/story/business/41818.html

 

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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