While it is commonplace in today's competitive global market for companies to
export part of their manufacturing processes to countries with lower wages, it
may come as a surprise that many employee benefits outsourcing vendors are
doing it, too.
The primary reason for going offshore for these services is the same as for
manufacturing: to save money.
Another reason is to improve the quality of service by virtue of the fact that
lower wages means more people can be employed to answer phones or do other
simple tasks. Using offshore call centers to handle less-complex administrative
tasks also frees up resources in the United States to handle those that are
more complicated, experts point out.
In some cases, employers that have global operations are asking outsourcing
vendors to set up shop overseas because they want their benefits administration
to be handled globally as well.
But while many benefits outsourcing vendors have already taken the leap
offshore and others are considering it, there are a few holdouts that fear the
risks of such ventures may outweigh any potential rewards.
India is currently the leader in the benefits outsourcing business, while the
Philippines is running a close second. These two countries are so attractive
not only because the prevailing wages are much lower than they are in the
United States but also because many people in these countries already speak
English.
Furthermore, a large proportion of Indians and Filipinos also has experience in
handling U.S. customer service business, having worked previously for companies
such as General Electric Co., American Express Co. and Citicorp Inc., which
have been in India since the late 1980s. Likewise, American International Group
Inc. and Proctor & Gamble Co. have outsourced customer service business to the
Philippines for nearly as long.
"If a company is doing any kind of documentation in three-part forms, it's very
likely it's being done offshore," said Atul Vashistha , chief executive officer
of San Ramon, Calif.-based offshore consulting firm NeoIT Inc.
This would include such activities as enrolling in a health insurance or 401(k)
plan or making any status changes thereafter, he explained.
"The reason is, it requires a tremendous amount of data entry, and it requires
distribution," Mr. Vashistha explained. "So what's happening is, many of those
things are being scanned here, so it gets collected in one place, then it gets
sent over and they make any data corrections that need to be made and forward
it to the right people."
In some cases, benefits outsourcing vendors are using offshore call centers to
handle "tier-one" communications-essentially, scripted responses to basic
questions-with more complicated inquiries sent up the line to higher-level
employees in the United States, according to Rich DeFrehn, a senior consultant
at The Segal Co. in New York.
The structure is similar to the way computer manufacturers have been providing
technical service to customers for years, he added.
"They use offshore call centers, so you're talking to somebody in India or
Pakistan," Mr. DeFrehn said.
And while many of these offshore call center employees may have distinguishable
accents, that shouldn't be a problem, because "we have accented people here in
the States," he pointed out. "If the person is given the appropriate
information, it shouldn't matter if the person giving it has an accent."
In some cases, outsourcing vendors are even providing "accent neutralization"
classes to employees so that they'll sound more like Americans, according to
Debashish Sinha, principal analyst in the information technology services and
sourcing group at Gartner Inc., an IT research and advisory firm in Stamford,
Conn.
The speech coaching is usually given in a two-week intensive course as part of
the employees' initial work training, during which they are also taught phone
etiquette and any cultural differences that may be relevant to their customer
contact activities, he explained.
Some outsourcing vendors even try to assimilate the employees in their offshore
call centers by providing them with Internet connections to local weather
information and news and by posting photographs of U.S. worksites in their
cubicles, several sources say.
"I actually thought health care would be one of the last to go," but, "as they
simplify health plans and use more self-service, it makes it easier to move
offshore," observed Debra Schmitt, a senior consultant and leader of the call
center effectiveness practice in Los Angeles at Sibson Consulting, the human
capital consulting division of The Segal Co.
Using offshore call centers also can be more cost-effective, resulting in
significant administrative cost savings to employers, she added.
"Some employers are adverse to using offshore outsourcing, but when they
realize the savings they can have," the attitude changes, according to Ms.
Schmitt.
Some companies have achieved savings of as high as 400%, particularly if their
U.S.-based call centers had been operating inefficiently, she said. But, on
average, using offshore call centers can shave about 40% to 50% off the bill
for health plan administrative services, she said.
"Employers are under the gun to cut costs," and using offshore resources may be
preferable to reducing benefits, suggests Craig Weber, a senior analyst at
Celent Communications in Boston, a research and advisory firm dedicated to
helping financial institutions formulate business and technology strategies.
Celent predicts that offshore IT spending by North American insurers will
increase from $695 million in 2003 to as much as $1.5 billion in 2006.
The quick return on investment is another compelling reason for using offshore
call center and IT resources, he said.
"This is not the equivalent of an IT development budget with an 18-month ROI,"
Mr. Weber explained. By contrast, an offshore IT operation usually starts
paying for itself in just six months, he said.
There are also "downstream cost savings," according to Gartner's Mr. Sinha.
"Once these organizations really understand the HR processes, they begin to
leverage best practices and bring some of those back to the client organization
through process improvement," he said.
Towers Perrin Administration Solutions is considering an offshore strategy to
meet the cost criteria of its employer clients, according to Bob Lopes, global
managing director in Philadelphia.
"Right now, in terms of what the marketplace expects from the vendors, in terms
of the cost of services, in terms of recent bids over the last 12 months, the
marketplace is already demanding prices under the assumption that benefits
outsourcers are invoking this solution already," he said.
But cost is not always the driving force behind moving benefits call center
operations offshore, according to Betty Zikakis, vp of marketing at Workscape
Inc., a leading provider of Internet-based human resource services based in
Framingham, Mass.
"I talked to one of our large customers about it. They said they have a global
organization, so why should the call center be in the United States and only
provide English-speaking customer service representatives," she said.
And using offshore call centers to handle the more mundane tasks may actually
lead to better service, said Mr. Lopes.
"By moving offshore the commoditized services," such as change of address,
scanning, image indexing, etc., "it frees up the more experienced resources we
have onshore to do higher-order functions," like managing a qualified domestic
relations order, helping employees balance their 401(k) portfolios or providing
health advocacy services, he said.
But not everyone is sold on the idea of shipping even the simplest benefits
administration tasks to Third World countries.
"All the hype is moving call centers to India," said Anthony Lowe, a consultant
at Mercer Human Resource Consulting based in Princeton, N.J., who leads the
U.S. administration practice. "We've looked at that. We are skeptical that the
economies are really there and achievable. Plus, we have a concern about the
ability to provide seamless service."
Instead, Mercer is responding to U.S. employers' requests to do what is
commonly called "nearshoring," and setting up call centers and other tier-one
benefits outsourcing services in nearby Canada.
"That approach is a less risky approach than shipping the whole thing off to
India," Mr. Lowe explained.
John Haley, president and chief executive officer of Watson Wyatt Worldwide in
Washington, agreed.
"There are some financial reasons to look at this. But there are a lot of
issues around culture, not to mention security, after 9/11," he said.
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