Outsourcing
to Pakistan Saves Millions
By Babar Jhumra
Karachi, Pakistan
“Outsourcing to Pakistan was
my best business decision” says Pervaiz
Lodhie, President and CEO, LEDtronics Inc. Los
Angeles.
LEDtronics Inc. [www.ledtronics.com] one of the
leading firms of the LED [Light Emitting Diode]
industry of today with more than 70% of the Fortune
500 companies as its clients, outsources part
of it product packaging to Karachi-based Ms. Shaan
Technologies, a contract manufacturing company,
says that in future it plans to move more labor
intensive assemblies to Karachi while maintaining
parallel manufacturing in the Torrance California
plant.
About 4 years ago with the global market in recession,
the companies were cutting costs and looking for
newer ways of trying to sustain their falling
revenues and Ledtronics was riding the same boat.
LEDtronics, like many other companies, had a large
pool of ‘once hot’ leads that were
just filed and piled for the past years. These
leads that had once originated from Ad responses,
web forms, expos etc. were never given their due
importance of being followed up in a timely manner
as major source of revenue generation for the
company - resulting in a vast collection of old,
dead and cold leads.
At that time, Mr. Pervaiz Lodhie was finalizing
talks with Mr. Nasser Jhumra and Mr. Babar Jhumra
to team up and create a Pakistan-US joint venture
under their existing company, NBA Computers [www.nbacomputers.com],
Karachi - a Business Process Outsourcing and Call
Center company.
Now the first of its kind small BPO Company, NBA
Computers, was awarded the task of re-heating
LEDtronics cold leads. Mr. Babar Jhumra, Managing
Partner, NBA Computers, with a unique management
style and out-of-the-box thinking mixed with a
systematic approach to problem-solving, maximizing
efficiency and optimizing results started working
on the project along with his team of dedicated
and experienced experts.
Behind the scene, Mr. Nasser Jhumra, CIO, CTO
and Partner, NBA Computers based in Los Angeles,
USA, provided the vision for the setup with a
view to the future of global outsourcing needs
and also provided the key consumer/corporate US
market analysis and information for the target
market.
After weeks of system design, technological requirements,
process flow, reporting and analysis, a plan of
action was ready to put in place. Now came the
most important and difficult aspect: Call Center
Agent Training. Since a project of this nature
had not been attempted in Pakistan, there were
no experienced agents available.
To develop the right skill set, script and approach,
Babar started making initial calls himself. With
every call he made and the type of response received,
he knew better on how he could modify the approach
and hence improving performance and progress to
a final script development. Once this process
was carefully completed and recorded, a detailed
approach along with a script and devised agent
training plan was discussed with the Call Center
Supervisors and the agent training began. After
six weeks of through training, the project was
finally underway.
In the first month, the project received an 8%
response rate with an increased order amount nearing
$9000. The team at NBA Computers knew they could
do better. By the third month the response rate
had increased more than twice to 18%.
Because of outsourcing of Call Center and BPO
support to NBA Computers and manufacturing support
to Shaan Technologies Karachi Pakistan, LEDtronics
was able improve its revenues from dead untapped
leads by more than $2 million dollars and managed
to not only survive but grow in a recession economy.
Mr. Pervaiz Lodhie congratulated the Pakistani
NBA Team of experts, Mr. Babar and Mr. Nasser
Jhumra, for achieving high standards of excellence
in the on-going services being provided to LEDtronics,
Inc. from Pakistan. (Courtesy NBA News Blog
http://nbacomputers.blogspot.com/)
-------------------------------------------------------------------------------------
