Synergy bullish on offering KPO services

MANILA, Philippines - Market research consulting firm Synergy Business Consultancy said it is more bullish in offering its marketing research services this year to reinforce the capability of the Philippines in providing non-voice services, particularly in knowledge process outsourcing (KPO).

This, according to Synergy managing director Germaine Reyes, will be one of the contributing factors in the country’s attainment of the $11-billion revenue goal in the business process outsourcing (BPO) industry this year. The Business Processing Association of the Philippines (BPAP) targets a 20 percent increase in revenues for 2011. In 2010, the industry earned $9 billion.

Moreover, the Philippines is also listed in the top 10 of management consulting firm A.T. Kearney’s Global Services Location Index, although it dropped two places to ninth from last year.

According to A.T. Kearney, human resources and low cost were the factors that kept India, China, and Malaysia consistent in the top three spots for the second year in a row.

“Last year, the Philippines established itself as a premier destination for call center services over India. For 2011, we aim to support the industry’s initiative in creating awareness on the country’s potential to provide cost-effective complex services by marketing our services more actively,” Reyes said. The firm will be marketing its services to Asia Pacific and in the US as well.

During its 11 years in the industry, Synergy has provided services to industries such as fast moving consumer goods (FMCGs), academe, advertising and media, air express service, financial services, construction, legal research, IT, insurance, pharmaceutical, and real estate, among others.

“We have already provided design, data processing, analysis, and project management of research to countries in Asia Pacific. We are aiming to further expand our reach. We offer cost-effective services, which is an edge over other countries offering the same range of marketing research services as we do,” Reyes said.

One of its foreign clients even commended the KPO service that Synergy provided, stating, “it’s hard to find good qualitative agencies in Asia that provides insightful understanding of consumers.”

Synergy provides cost-effective end-to-end KPO services in market research. The firm also provides KPO services that encompass processes inherent in a market research service. These include not just qualitative research that utilizes focus group discussions, in-depth interviews, or ethnographic research but also quantitative research, conducting telemarketing, online research, statistical analysis, data mining and analytics; and training.