In a world where customer trust is earned one conversation at a time, feedback has become a cornerstone of delivering outstanding service.  At Boomerang, we’ve made it our mission to create Meaningful People Connections for our clients and their customers, which we do by prioritising efficiency and authentic human interaction.

Looking at one of Boomerang’s Top Performing Campaigns, where the client maintains an average Trustpilot score of 4.8 stars. The team at Boomerang Managing Customer Service for this client say they are on the hunt to find the brand’s customers and build connections with them. Saaliegh, Customer Love Team Lead says: “Positive customer feedback is the best form of marketing and we strive to keep Trustpilot scores as high as we can”. The team goes to great lengths to analyse and understand what customers have to say about the client. One of the primary methods of collecting feedback from customers is through proactive review management.

Because of the success of this approach to Customer Service, Boomerang is now also tasked with achieving the same in other regions like Germany.

Says the client; “what really impressed us was their eagerness to support our company mission of bringing health and happiness to dogs and their humans all over the world.  Although we chatted to lots of great people, the Lunar team lived up to their name – they were truly out of this world. Within the first five months Boomerang achieved the standard SLAs and KPIs so as to be on par with the UK team. In short, this means that our company could rely on the South African Customer Love team as they would on the home team. Boomerang has exceeded certain KPIs, specifically around quality as measured in QA assessments completed by the team in the UK.

Boomerang has fully embraced our values through ongoing touch-base sessions, as well as careful selection of team leads to transfer this ethos in clear communications and value-alignment sessions.”

“Making Meaningful People Connections” in Action

One of the key aspects of the process followed internally at Boomerang is always being “human centred”. The Baes are looking to make the customer’s experience truly unique and meaningful. In order for them to do this, Boomerang prioritises employee training and investment in the latest tech and resources, empowering Baes to offer practical solutions quickly and confidently. Baes are also able to use automation for mundane tasks, freeing them up to create lasting impressions.

Saaliegh explains “We have software linking our internal customer data with review platforms so we can have a full picture – allowing us then to effectively, and efficiently address customer concerns. As a result, customers feel understood and cared for by the business. So even those experiences which may have started off unpleasant, end up very positive.”

Saaliegh and his team are now aiming for 4.9 with over 32,000 reviews on Trustpilot for their campaign.

If you’re ready to make meaningful connections with your customers and elevate your brand’s trustworthiness, let’s connect 📧 info@boomerangsa.com

In today’s rapidly evolving technological landscape, artificial intelligence (AI) has revolutionised how the world works. In this interview with Boomerang’s Call Centre Manager, Lynette Festers, and Head of Digital Transformation, Adriaan Hefer, we will explore the role of AI and tech in customer care. Let’s delve into the benefits it brings, the challenges cropping up, and the way forward for organisations using these technological advancements.

Q1: How is Tech and AI shaping Contact Centres & BPO?

Lynette says; “Tech and AI are transforming call centers and BPOs by automating repetitive tasks, enhancing customer service, and increasing efficiency”.

Adriaan adds; “There are many ways we are using AI and Tech in the contact centre environment, specifically for Sentiment Analysis.

We are currently using technology to:

(1) enhance customer experience by providing insight to the customer sentiment,  better enabling decision making around this

(2) add another dimension to analytics and

(3) enhance our QA capability.”

Q2: What are some benefits you see for Contact Centres like Boomerang who are incorporating AI into Customer Services?

“AI-powered chatbots and virtual assistants manage basic inquiries, while tools like predictive analytics and intelligent routing improve decision-making and call handling. These technologies also enable multilingual support and strengthen fraud detection, making call centers more efficient, secure, and better equipped to meet customer needs. Additionally, AI-driven quality assurance (QA) tools monitor and analyze interactions in real-time, ensuring consistent service standards. This enables additional training and coaching”, says Lynette.

As with any new tech, the integration of AI in Customer Care does not come without challenges. One of the main challenges is the need to develop and train AI systems to handle complex customer queries and interaction.

AI algorithms require vast amounts of data and training to accurately understand human language, tone, and sentiment. This requires significant investment in resources and expertise. Thankfully, Boomerang has been on this journey for some time.

Q3: What are some challenges being faced by organisations when it comes to AI-integration with Customer Care Services?

Adriaan says; “We have a Digital Transformation team focused on addressing challenges such as bot-training and algorithm accuracy. Our Machine Learning technology which is used to provide insight from historical data that is used in models for multiple use cases. For example it is used in compensation models that will advise the Baes on what compensation to offer an unhappy customer based on multiple factors that are built into the model.”

Outsourcing Customer Services to a BPO like Boomerang, inevitably offers organisations the benefit of increased resources and data to ensure the integration of these new technologies is seamless and effective.

Q4: What do you think the future of AI in Customer Care looks like?

Despite the challenges, the way forward for AI and tech in customer care is promising. Emerging technologies such as natural language processing and others have the potential to revamp & improve the way call centres operate.

Lynette concludes; “We always put people first, so we are excited to continue leveraging tech that will help our Baes grow into top Customer Service professionals, delivering world class BPO and doing so efficiently.

Boomerang’s approach to using AI in Customer Service is thus focused on helping teams better manage tasks & data, which leads to efficiency and ultimately allows them to continue making meaningful connections with the organisation’s clients and their customers”.

In the evolving global marketplace, businesses are increasingly recognising the value of exceptional customer service as a key differentiator. When it comes to providing unparalleled customer experiences, South Africa has emerged as a standout destination, largely due to its rich cultural diversity.

The diverse background of South Africa provides Boomerang Baes with a broader toolkit for navigating various customer scenarios, leading to more effective and satisfactory resolutions.

This article explores how South Africa’s multicultural landscape contributes to its status as a leading hub for customer service excellence.

1. A Melting Pot of Cultures

South Africa is often referred to as the “Rainbow Nation” due to its diverse population, which includes a wide array of ethnicities, languages, and traditions. This cultural melting pot equips South Africans with a unique ability to understand and connect with people from various backgrounds. For businesses operating on a global scale, this means that South African customer service professionals are adept at navigating different cultural norms and preferences, fostering positive interactions with customers from around the world.

2. Multilingual Proficiency

One of South Africa’s most remarkable features is its linguistic diversity. With 11 official languages, South Africans are often multilingual, allowing them to communicate effectively with a broad spectrum of clients. This linguistic skill set not only enhances the customer experience by reducing language barriers, but also helps in providing tailored services that meet the specific needs of diverse customer bases.

3. Empathy and Adaptability

Cultural diversity instills a heightened sense of empathy and adaptability in South African customer service representatives. Exposure to various cultures and societal norms fosters a deep understanding of different perspectives and challenges. This awareness translates into a more compassionate and responsive approach to customer inquiries and issues. A Remitly study published April 2024 named the world’s friendliest nation as South Africa.

4. Enhanced Problem-Solving Skills

Working within a diverse cultural environment often requires innovative problem-solving skills. South African customer service professionals are accustomed to addressing a wide range of challenges and finding creative solutions. This experience translates into a strong ability to handle complex customer issues with resourcefulness and efficiency.

5. Commitment to Excellence

South Africa’s commitment to customer service excellence is reflected in its growing reputation as a global outsourcing destination. At Boomerang, investment in training and development programs ensures that customer service “baes” are equipped with the latest skills and knowledge to meet international standards. South African BPO companies prioritise delivering high-quality service, driven by a dedication to maintaining and enhancing their global reputation.

6. Building Lasting Relationships

Cultural diversity also plays a crucial role in relationship-building.

Boomerang Baes are skilled at creating meaningful connections with clients, fostering trust and loyalty. The ability of South Africans to engage with customers on a personal level, while respecting cultural nuances, helps in establishing long-term relationships that are beneficial for both parties.

Conclusion

South Africa’s cultural diversity is not just a characteristic; it is a significant asset in the realm of customer service. The ability to understand, empathise with, and effectively communicate across various cultural contexts makes South Africa a premier destination for businesses seeking exceptional customer service.

In an era where customer experience is paramount, South Africa stands out as a beacon of cultural competence and service excellence. Embracing this diversity not only enriches the customer experience, but also sets a benchmark for exceptional service standards worldwide.

With it being Women’s Month in South Africa, Women Advancement in the workplace is quite a hot topic and we’re getting into it. Speaking to Boomerang BPO’s new Head of HR, Jacqueline Kallis – HR Professional, we find out what career opportunities the BPO industry can offer to women in South Africa.

Jacqueline has over 18 years experience in HR and has some great insights to share with other women looking to grow in their careers.

Q1.      What kind of career growth opportunities are available in the BPO industry, and more specifically at Boomerang?

Boomerang as a globally recognized BPO, is committed to fostering diversity in the workplace which includes leadership development and career advancement of women in leadership.

Boomerang proudly advocates gender equality in the workplace, whereby close to 69% of employees are female and close to 12% are occupying middle/senior management roles.

These statistics echoes our commitment to women in leadership, to foster a more inclusive and innovative work environment, where everyone can thrive!

It is no wonder that Boomerang’s women leaders have received awards for their exceptional contribution in the company and the BPO Industry as a whole.

Q2. What type of skills, talents and resources do women typically add to the workplace?

Boomerang is of a strong opinion that women leaders contribute significantly to shaping an inclusive organisational culture and brings a stronger sense of collaboration, empathy, and innovation in the workplace, which are crucial in the fast-paced and competitive BPO industry.

Q3. What are some things Boomerang does to help women employees grow and reach their goals professionally?

At Boomerang we believe that women leaders serve as role models and inspiration for other women within the company.  Their success stories encourage aspiring female professionals to aim for leadership roles and break through any existing barriers.

Boomerang embarks on continuous coaching, mentoring and skills development opportunities with identified consistent top performers in the company.  We believe that our employees are our greatest asset, therefore invest as much as possible in fostering a learning culture with an opportunity to grow within the company rather than seek promotional opportunities elsewhere.  For this reason, Boomerang also launched its own Learning Academy, which provides classroom or self-study training on many different topics and subjects for all levels of skills.

Q4. Can you give any tips and advice for women who work in this industry?

The BPO industry is a dynamic and demanding environment, therefore the ability to adapt to rapid changes with resilience is one of the most important aspects.

It is imperative that you maintain a mindset of continuous learning and seek opportunities for development, which includes identifying mentors to soak up their experience and skills.

Perseverance will absolutely pave the road for women in achieving their career goals.

Most importantly to all the women out there, don’t be afraid to showcase who you are and your accomplishments.

Celebrate your success not just as a Woman; but as a worthy rival and advocate for Women’s Rights in the world of business!

About the team: https://boomerangbpo.com/about-us/

Starting with just one client, three employees and big dreams in 2005, Boomerang has proven to be reliable and adept at providing world-class BPO services. When asked about their growth journey thus far and what he believes the company’s future looks like after 19 years in business, Robert Joubert, CEO says; “we’re just getting started”.

Over the years, Boomerang has flourished in the BPO sector, growing its services to include a range of outsourcing functions, such as; Customer Experience, Human Resources, B2B Sales and even AI-enhanced services. This growth is what motivated Boomerang to undergo a rebrand – with the goal of modernising the logo and overall brand look-and-feel.

Says Robert, “This Brand Evolution will better reflect Boomerang’s commitment to excellence, innovation, and customer satisfaction – in 2024 and beyond”.

When choosing a new logo the team wanted something that  embodies Boomerang’s spirit of agility, adaptability and excellence in customer service delivery.

Speaking to lead designer, Charl du Plessis on the new logo concept, he explained; “In developing an alternative icon for Boomerang, we ventured into a design that merges the symbolic essence of a boomerang with the foundational structure of the letter “B.” This creative synthesis yields a bold and distinctive brand mark that naturally encapsulates the word ‘Boomerang,’ along with the imagery it evokes.”

“This icon stands out as a modern emblem, embodying a blend of sophistication and technological prowess”, says Charl. “Its strong visual impact and the clever integration of brand identity make it a compelling choice for Boomerang, offering a fresh, contemporary icon that communicates the company’s dynamic nature and its commitment to cutting-edge solutions. Additionally, this emblem’s versatility and boldness ensure it will be an effective tool in branding, capable of leaving a lasting impression across various media and scales, further enriching Boomerang’s market presence with a sense of refinement and tech-forward elegance”.

Alongside the new logo and bold new look – Boomerang plans to relaunch their website on 16 July 2024 at a brand new domain: www.boomerangbpo.com

In the context of customer experience and contact centres, artificial intelligence (AI) and human agents should not be seen as competitors, but as partners.

Why not have the best of both worlds?

Integrating this rising technology into contact centres does not mean we callously disregard human labour. In fact, AI has helped contact centres identify inefficiencies that would have otherwise gone unnoticed. However, it has also – perhaps inadvertently – shone the spotlight on the importance of human connection and empathy, qualities that AI struggles to replicate convincingly.

Embracing Efficiency

The concept of “working smarter, not harder” is nothing new. Coined in the 1930s by creator of the work simplification process Alln Morgenstein, technology pioneers have taken this advice to heart.

While the Council of Europe credits John McCarthy, John Von Neumann, and Alan Turing as the founding fathers of AI, it was the boom in big data and advancements in 2010 that truly brought AI to the forefront. Today, contact centres have adopted the approach of working smarter and more efficiently, thanks to AI, while still maintaining that crucial human connection.

Asking Bold Questions

Technology, especially AI, has given businesses the gumption to ask bold questions about what is possible. This empowers them to select the technological innovations that align with their vision and goals.

Google CEO Sundar Pichai highlighted the power of asking bold questions in a recent post. For Google, its commitment to these questions has resulted in products that serve billions of users worldwide. It’s the courage to seek answers and reflect on the outcomes that separates tech-savvy businesses from the rest. In Google’s case, success came from staying focused on their mission and the people they serve. Pichai writes: “We’ve done this guided by a singular focus on our mission, our belief in applying deep computer science to make people’s lives better, and a healthy disregard for the impossible.”

What’s in it for the Contact Centre Industry

When implementing any technology, it’s perilous to get caught up in the emotion and the the hype. AI holds great potential for the contact centre industry, but it must be integrated intentionally, with a robust focus on people (remember what has worked well between agents and callers).

According to CCW Digital Europe, companies with high-performing AI applications are more likely to see effective leadership and better year-on-year growth. South Africa’s contact centre industry is already expanding its global footprint, with AI playing an increasingly important role. This is a tremendous opportunity, especially considering the country’s high unemployment rate.

Harnessing the Power of the Basics

The first contact centres in South Africa appeared in the 1970s, and since the late 1990s, the industry has experienced remarkable growth due to advancements in computer technology and reduced telecommunications costs. In the midst ofAmid all the new technologies, it’s crucial to keep a level head and an eye on the basics while pursuing innovation, guided by a clear vision. This is why it is vital to recognise and optimise the most valued resource – the people.

Building strong relationships is a fundamental principle for business success. The global boom in outsourcing business processes to developing economies has allowed South African contact centres to form meaningful partnerships worldwide. By integrating AI with top-performing contact centre teams, these partnerships can be maintained and new ones can be established.

Striving for Extraordinary Results

Consistently producing extraordinary results requires a clear vision and the determination to stay the course.

However, in a reframe of the saying ‘what was once magic is now science’, Pichai says: “An essential truth of innovation is that the moment you push the boundary of a technology, it soon goes from extraordinary to ordinary.”

This stands as a caution to rushing in with the hype. By embracing AI and leveraging its capabilities, contact centres can achieve newfound efficiency and success. However, it is important to remember that true longevity and extraordinary results come from a combination of innovation, a solid foundation built on the basics, human-to-human connection and a commitment to delivering exceptional customer experiences.

Client Spotlight: 1Life Insurance, our client embarked on their journey in 2006, fuelled by a vision to revolutionise the insurance industry in South Africa. The aim for 1Life was to offer accessible, affordable, and customer-centric insurance solutions directly to South Africans.

As in many businesses, our client encountered challenges over time, in book growth and ensuring fair treatment of customers.

They aimed to expand their insurance book to reach a broader South African market while adhering to ethical practices. Addressing the insurance gap was crucial, but achieving these goals required assistance.

So the partnership between Boomerang and 1Life began, in July 2014 – with a shared dedication to transformation and delivering excellent customer service.

Here we look at 3 key factors that have lead to the success of this BPO partnership over the last 10 years:

1. Leveraging specialised expertise

Harnessing our specialised expertise in sales and contact centres, and expanding on our reach through collaboration – Boomerang has become top sales contributors, enhancing the client’s market position and reputation since the partnership began.

2 . Being dedicated to the customer

Boomerang stepped in to provide solutions for 1Life and its customers.

Through “making meaningful connections” – Boomerang teams across the business apply their understanding of the customer to deliver customer service excellence, consistently.

While always keeping the customer top-of-mind, Boomerang has maintained a good partnership with 1 Life, evolving and adapting as customer needs shift over time.

3 . Maintaining quality standards

Through training, certification and regular audits – Boomerang maintains quality standards in financial products. Maintaining these standards over a decade requires commitment to continuous improvement. With thorough vetting, on-going optimization, and effective communication, Boomerang has proven its role is crucial in achieving the objectives 1Life has.

https://www.facebook.com/watch/?v=287221444431894

Says Cherene Kotze, 1Life Account Manager, “Boomerang has been a leading partner, and I see no reason why they wouldn’t continue to do so in the future with us. Our partnership with Boomerang SA has been a journey of excellence, continually striving for quality and customer satisfaction. The absence of customer complaints underscores their exceptional approach to customer interactions.”

The partnership between Boomerang and 1Life reflects a true commitment to making meaningful connections, changing lives and mutual success through BPO.

The disconcerting reality is that while half of South Africa’s population is under the age of 30, a mere 40 percent of people between the ages of 15 and 25 are employed. This was exacerbated by the Covid-19 pandemic, which had a disproportionate effect on young people and employment. While the country realigns after that pandemic, there is another, more chronic and significant contributor to youth unemployment, and that is the mismatch between school-leavers skills and those required by employers.

While literacy and numeracy remain problematic in the SA education system, it is the decline in soft skills, problem-solving, networking and leadership that remain concerning. If addressed could improve job prospects. Addressing this misalignment between acquired skills and employer needs is crucial for improving job prospects.

Through conversations with young South Africans who recently secured employment at a BPO contact centre, it became evident that initiatives like the Boomerang Learnership programme are instrumental in bridging the gap between education and employment. Despite the obstacles, their stories reflect resilience and determination to enter the workforce.

Gabieba Rykliff, 22, discovered the Boomerang offices after she visited the local home affairs office next door. The fortunate coincidence resulted in her registering with the BPO’s Learnership programme and securing permanent employment as a Bae (agent) in Boomerang customer service.

Asked about the mismatch that can occur between school-leaving skills and those required by employers, she says: “That’s so true, I noticed this in the interviews I attended. Also, there was a steep learning curve for me in getting comfortable over the phone. It was fortunate that I had the benefit of the Boomerang Learnership to prepare me.”

Gabieba reflected on the current state of youth unemployment in Cape Town, saying that in her view many young people are unwilling to start at the bottom and work their way up, that they want the high salary on day one. This could possibly be another unfortunate consequence of too much social media, in that young people see the results and influencer hype but not the work put into achieving those results.

Mbhali Singile is 22-years-old and has just begun working at Boomerang, this “being her first job ever,” she says with enthusiasm. She continues: “It was very difficult looking for a job, it took months and I found the experience draining what with the lack of responses. I also found that getting past the ‘you need experience’ hurdle was difficult, which is why the Learnership at Boomerang was so useful. It lowered the bar to getting that essential experience and prepared the way for a job in the contact centre.”

Mikaiel Jacobs is another young person who found his way into permanent employ by joining the Boomerang Learnership programme.

He too found entry into the working world challenging, having started out in retail, which seemed to him the only available option. Mikaiel says: “It’s hard to pursue a vocation straight out of school with the opportunities in South Africa.”

He too made use of the Learnership to get a foot in the door as it were, and is now employed in customer service. Mikaiel’s advice to other young people just getting started is: “Stay motivated, keep applying and don’t get overly worried about whether you get a reply or not. Just get one door open and another will open for you.”

He echoes the comments of others in saying: “There is definitely a gap between what is learned in schools and what is asked for in jobs.” That is especially so in the contact centre environment, where soft skills are paramount to good performance.

In conclusion, addressing youth unemployment in South Africa requires a multifaceted approach that focuses on enhancing both technical and soft skills among young people. Initiatives like apprenticeships and learnership programmes can provide valuable experience and better prepare individuals for the demands of the job market.

Additionally, there needs to be a shift in mindset among young people regarding entry-level positions and the importance of gaining experience to advance in their careers. By aligning skills with employer needs and fostering a culture of continuous learning and adaptation, the youth of South Africa can unlock greater opportunities for meaningful employment.

To apply to become a Bae at Boomerang see vacancies and apply here: https://boomerangbpo.com/about-us/

And for other resources to learn about BPO and how it is supporting youth unemployment in South Africa, visit:

BPESA

CapeBPO

Harambee Youth Employment Accelerator

City of Cape Town

Writer: Bob Jean-Jacques

The Boomerang Open Day event was aimed at unemployed youth, says Farhaana Safar, Campaign Manager and Recruitment Specialist at Boomerang. It is a key focus area for Boomerang to provide a platform for passionate, young job seekers to explore various career opportunities and connecting them to such opportunities in a fun, dynamic, ever-growing company. At the #BoomerangSA Career Open Day, attendees heard from different campaign leaders and teams within the company about the different BPO jobs available at Boomerang. Those in attendance also got to learn about various aspects of customer service directly from the baes.

The Open Day sessions were structured to enhance participants’ understanding of the company, equipping them with the necessary information to pursue a career path that suits them.

Additionally, representatives from departments across the company were present at the event offering their perspectives and looking out for suitable candidates to grow their own teams.

This event created an opportunity for BPO job-seekers to network with professionals and discuss potential career paths. Additionally, the open day provided attendees with an opportunity to showcase their personalities to the HR team at a fast-growing company looking to recruit young talent.

Speaking about the success of the Career Open Day, Farhaana Safar said; “The open day was a smashing success! When hiring online, we typically assess candidates based on their CVs and experience, which can sometimes cause us to overlook individuals with fantastic personalities but little experience. However, the open day allowed us to seek out top talent based on their personalities and the positive energy they exuded. It was incredibly rewarding to see that many of the individuals who made it through our first round of interviews were those without extensive experience. With a tremendous turnout, we managed to meet with every single candidate. This just proves that the top performers in any company often begin their journey from square one”.

The BPO industry has a significant positive impact on South Africa’s employment market and accounts for billions of Rands in revenue from foreign countries like the USA, Australia and the UK – as South Africa continues to be a cost-effective, high quality solution for BPO services to overseas companies.

Boomerang being at the forefront of the industry is able to  consistently create jobs and learning opportunities with its internal policies, which are all geared towards offering young people a fun, working environment that offers career growth and personal development.

Skills learnt in BPO jobs – for example, customer service roles, like communication, active listening, problem solving, patience and adaptability (to name a few) are essential in crafting professionalism across industries and jobs.

By hosting events like the open day Boomerang stands firm in its purpose to help young people grow and learn through exciting work experiences that can kick-start their careers and ultimately, make meaningful strides in reducing youth unemployment in South Africa.

For more info on Career Opportunities at Boomerang visit our About Page