The Business Service industry in Malaysia is expected to continue growing at a five-year CAGR of 6.2 percent to reach $6.7 billion by 2025, according to the GBS Malaysia Strategy Report 2022-2027. This indicates that the regional market is expected to grow favorably, with growth opportunities in Asia coming from organizations in Europe and North America as well as local, Asian-based start-ups. As a business process outsourcing (BPO) company, Brandt Business Services specializes in offering customized solutions to clients, focusing on customer experience and digital transformation.
Founded by Dato’ Dr. Munirah Looi in 2004, Brandt has demonstrated remarkable resilience and has achieved a CAGR of 29 percent over the past 11 years braving the Great Financial Crisis in 2008, the Oil Crises of 2014, and most recently, the Covid pandemic. Today, the company is well-positioned to cater to the growing BPO services market in Asia with its two BPO sites in Malaysia, and over 1000 employees equipped to serve APAC clients.
Focused on People, Operations, & Customer Experience
Brandt Business Services focuses on taking a solutions-led approach to ensure their clients maximizes business impact by improving performance, reducing costs, increasing revenue, and enhancing customer satisfaction while maintaining high-quality standards. The company focuses on a formula that combines People Experience (PX), Operational Excellence (OX), and Customer Experience (CX), all driven by Digital Transformation (DX).
This approach aims to yield significant business impact, including profitability, revenue growth, business expansion, operational efficiencies, faster time to market, and enhanced agility. “We are very engaged in dialogues with our clients, with structured business review meetings, whereby the CEO attends.
Additionally, we conduct periodic Clients’ Satisfaction Surveys to ensure that we continuously meet clients’ needs and requirements”, says Dato’ Dr Munirah Looi. The company’s corporate performance dashboards allow for consistent monitoring of project performance, and a specialized Business Intelligence team provides insightful reporting to assist the leadership team and clients in making fact-based decisions to drive operational efficiency and enhance customer experience. In terms of Operations excellence, the company assists clients in developing business strategies that concentrate on maximizing efficiency and productivity in its operations, encompassing processes, people, technology, and resources.
The objective of operations excellence is to enhance performance, lower costs, increase revenue and improve customer satisfaction while maintaining high-quality standards utilizing various frameworks and methodologies including Lean, Six Sigma, TQM, and Agile, to achieve operations excellence.
The Spirit of RACE
The success of Brandt Business Services is due to the spirit of ‘RACE,’ which stands for Resilience, Agility, Customer Experience, and Employee Experience. The company has been resilient for the last 20 years, bouncing back from setbacks and adapting to disruptions. Brandt Business Services prioritizes customer experience and employee experience, providing an opportunity to humanize every customer interaction and create an engaged and empowered workforce. The company also encourages adventure and innovation, instilling a spirit of adventure in its employees and promoting internal success that leads to external success. Brandt Business Services maintains long-term partnerships with its clients, and potential customers are encouraged to talk to current customers to understand the value the company brings.
Brandt business services focuses on taking a solutions-led approach to ensure that the firm maximizes business impact by improving performance, reducing costs, increasing revenue, and enhancing customer satisfaction
Enroute to becoming an AI-enabled BPO leader
Brandt Business Services boasts of a highly competent team of seasoned practitioners, including its senior leadership team led by industry veterans in customer experience, human resources, and digital transformation. The skilled professionals are empowered to pivot and adapt promptly, with a collective focus on moving the organization in the same direction. The company employs a structured client engagement process that encompasses various stages, from identifying and attracting potential clients to consultation, converting them into clients, retaining and building loyalty, nurturing relationships, and ultimately growing the business. Communication and relationship-building play a significant role in this process, enabling long-term collaborations, referrals, and potential upsell opportunities. The company prioritizes client satisfaction and regularly evaluates its service quality to maintain successful partnerships. Brandt Business Services prides itself on its long-standing client relationships, with some clients renewing contracts for over a decade. Referrals typically originate from initial leads and contacts.
Moving forward, Brandt Business Services’s growth strategy includes penetrating emerging high-growth sectors such as health tech, insurance tech, and e-commerce in the region. The company aims to leverage current market trends in automation and digitalization to enhance its business solutions and approach. To achieve this, the company has invested in value-added offerings that utilize emerging technologies such as enhanced robotic process automation (RPA), artificial intelligence (AI), chatbot platforms, analytics, and research capabilities. The company’s ultimate goal is to establish itself as an AI-enabled BPO leader. With the BPO services market in Asia projected to continue its expansion, Brandt Business Services is well-positioned for growth in the coming years. The company’s unique focus on experience and digital transformation, coupled with its emphasis on quality, client engagement, and customized solutions, distinguishes it from other BPO service providers in the region.
Dato’ Dr Munirah Looi, CEO, Brandt Business Services
She is the Founder & CEO of Brandt International, which specializes in Business/ Digital Transformation/CX Consulting and Business Process Managed Services by leveraging on digital workforce (AI, ML, DL & RPA). She is an experienced Facilitator, CX & Digital Transformation Strategist, Operational Excellence Management & Human Performance Improvements practitioner for the past 30 years having undertaken various Corporate & consulting assignments in Customer Experience and Organization Development & Digitalization assignments. She has worked extensively throughout Asia & US.
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