Roundtable: the Crisis and Shared Services - an Asian Perspective (Part 1) by Jamie Liddell

As 2008 draws to an end, the signs for the global economy in 2009 are, to say the least, inauspicious. But this downturn won’t affect all geographies equally - and this holds true for the shared services and outsourcing space as much as for the wider economy. In order to get a better-defined picture of how different parts of the world are reacting differently to the biggest shock to the financial system since the Wall Street Crash, the Shared Services & Outsourcing Network convened a series of regional roundtable debates. The first - getting the view from Asia - took place at the end of November and was chaired by Deloitte’s Hugo Walkinshaw; as the transcript shows, for mature SSOs at least while the impact of the crisis has yet to play itself out fully, there are certainly opportunities strewn amongst the challenges... Attending were: Hugo Walkinshaw (chair) Principal Shared Services Asia Leader Deloitte Chen Theng Aik SVP & Head Asia Pacific Operations DHL Rodrigo Martins General Manager GBS Asia General Electric Erik Moller Nielsen GM Global Service Centres (Philippines) Maersk Hugo Walkinshaw: In terms of how specifically your SSC is adding value - and I’d like to ask Rodrigo to kick us off on this one - what differences are you seeing as a result of the current climate in terms of new things you’re being asked to tackle, or things that were going a little slowly or were not so pronounced that are suddenly coming to the surface? Rodrigo Martins: We are actually seeing an increased interest from businesses in joining our shared services organization. In challenging times like these, the value that a shared services group brings to the table is even more evident. From all angles you look at our group there is value - from the high quality of being an organization specialized in processes that are critical to running a business (no less important under the current economic conditions, by the way), from a cost savings standpoint given the scale in which we operate, and from our ability to provide services utilizing our infrastructure of people, processes and platforms already in place. For all of these reasons I see a general increase in demand for our services. It is also important to notice that we are constantly concerned with productivity, constantly looking for improving quality and efficiency in everything we do, and in times like this it is even more important. On a more tactical level, we have been providing our businesses with more and more tools and analysis that make it easier for them to control and better manage their cost base. From our perspective we are helping our customers, the GE businesses, and from their perspective this is a value-added service that they are receiving from us. Hugo Walkinshaw: So most of that is essentially focusing more, and putting greater emphasis, on things that are already current. Maybe there are a few conversations there around should this business unit, or this process, come in or go out, and the current conditions are basically forcing the pace on those decisions? Rodrigo Martins: Exactly that; more of the same, at least for our organization. I believe businesses see the value in what we are doing so they want to come on board more and more. They see that we have scale and that we are capable of rendering good service at a competitive cost and that is good value for them at the end of the day. Hugo Walkinshaw: And in terms of being asked to provide wholly new things, or to go in new directions: are you seeing any of that yet? Rodrigo Martins: I don’t see that in GE. Probably because being an established shared service organization we already have most, if not all, typical shared services offerings. We do have one service, which is relatively new to our group in Asia, Customs. This service helps businesses deal with imports and exports around the world. But the service is not new; it was introduced a few years ago in the Americas and is now being rolled out globally. Chen Theng Aik: Because of the state we’re at now, we’re still contemplating our migration of activities to the SSCs in the higher-cost Asian countries. Our officers have been told to watch headcount, and headcount replacement, very carefully, and it’s getting tougher for the business units, so there is a lot more interest for two reasons. One is, pure wage arbitrage and our ability to continue to leverage that, so there’s increased interest in moving more activities over to us, and what was traditionally considered taboo - not to be transferred over to shared services - could now all be on the table. With our SSC in Malaysia, there’s a large wage arbitrage from the higher-cost Asian countries. Point number two is that because things for the businesses are getting tougher and tougher, their headcount is being looked at very carefully, so any volume increase, or even replacement after resignations, is also getting tougher and tougher. When they have their own headcount freeze, or headcount restrictions, it becomes more attractive to migrate over to us. We end up being asked to do more work which would traditionally have been carried out within their home-country organizations. Hugo Walkinshaw: So a bit more of a burning platform for country MDs to have to deal with, to accelerate the transition timetable. Erik Moller Nielsen: I’d like to echo what Chen just said, and actually Hugo you just used the words we use: it’s a "burning platform". We’re looking at anything and everything, and we see a widening of the scope and depth of what we’re being asked to handle. For example in the back-office support for SAP, we are increasing the percentage of the end-to-end finance process that we’re handling in the service center, and we have a Six Sigma project going on now to take it up to 70 per cent. But we’re also being asked to look at almost more things that we can handle at the moment from claims settlement to quite sophisticated KPO work, so we’re moving up the value ladder, for sure, at the moment. We definitely see more offshoring coming our way. Hugo Walkinshaw: Well it’s definitely good news that at least someone’s busy in these times… The only things I’d add to what you guys have said is that, firstly, specifically within our shared services environment - and this plays a little bit towards Rodrigo’s point initially - we are making much greater and more frequent use of the SSC for almost daily operational data, as everything is moving so fast and swinging so hard in terms of decision-making around recruitment, costs and so on. We’re putting a lot more emphasis on the basis of ad hoc management information coming out of the center. I’ve noticed that we’re partnering much better with the center and that they’re being forced to be much more reactive and responsive about producing data. Secondly, looking at companies that haven’t gone to shared services yet, I think we’ve initiated five new shared services feasibility studies in the last eight weeks, so I get a sense that out there those companies who haven’t yet taken the plunge - or who have taken the plunge and now have European or US centers - are now looking to Asia as an offshoring location, with a real sense of urgency and momentum. We’re also seeing a lot of interest from large local companies who are, I guess, cash-rich and who are looking to make this kind of reorganization and structural investment while things are slowing down and they’ve got time on their hands. So even for the people who aren’t in shared services there’s definitely the sense that this is the way to go as a response around control and cost. SSON: It seems as though there’s a bit of a cross-section of the space here: on the one hand we’ve got Rodrigo who’s doing a great deal more of the same sort of thing, and on the other we’ve got Erik who’s actually instituting a whole load of new processes. Hugo, to what extent are the companies approaching you to investigate launching new shared services initiatives planning a broader, wider shared services than might have been the norm over the last few years? Hugo Walkinshaw: I think it’s people who’ve been sitting on the fence about even starting shared services, and have been going down the route of "our culture is not to do that, and not to offshore, and not to make redundancies" and I think they’ve been forced off the fence by the economic conditions. I think it’s people taking the plunge and realising they need to do some desperate measures, rather than a move towards a broader, more sophisticated footprint. I think the reason there’s been a bit of disparity thus far on the panel is a reflection of where we all are on the shared services journey. My takeaway actually is that what’s keeping us busy is doing things we were expecting to do, and hoping to do, had planned to do, or were already doing a little bit - but doing them at a much greater pace. I don’t think there are a lot of brand new initiatives - yet - coming up in the shared services space. Erik Moller Nielsen: I would absolutely echo that. I think this is the push that has come lately, to push in the development that was happening slowly anyway. Some people in the organization (and we have a mature SSO, about eight to ten years and six sites in operation) were looking at the SSCs at having been set up to provide maybe rather basic processes, and being maybe a nice-to-use but not a need-to-use, but in the current climate with business volumes going down this is a resource they want to tap into, if not for anything else other than the labor arbitrage initially - but then we know that once it’s been shifted over to us we can optimize the process down the road. We’re being asked now to look at data mining, market analysis, and we’re going to be setting up a group of fifteen in January just to look at that, and there are many many other things coming our way, so it’s all positive - and keeps us really busy. Hugo Walkinshaw: Those particular bits at the end - the data mining and market analysis - are not things which your everyday shared service center traditionally does, so I think your comment about going up the value chain is spot-on. You may, I suppose, already have had that in your sights on the value-chain, though, and this is just accelerating your decision rather than being a brand new idea that’s come about as a result of the crisis. So let’s move on, then: in terms of priorities for the next six months, can everybody name their top one or two? Erik, what’s going to be your main focus for the next two quarters? Erik Moller Nielsen: It will be on the talent side, because now we are looking for different people on some of these issues; for example with the claims settlement we’re looking at, we need to find people with a legal background. Initially it’s an HR challenge; secondly it’s about site-capacity and site planning (and we’re well into that). Thirdly - and going with the site capacity - it’s workstation utilization: how can we push it up so that we use each desk more than once, maybe even more than twice every 24 hours? In that connection, our challenge is that most of our work is really time-sensitive and urgent, with turn-times down to half an hour, but we are hoping that we can convince our internal customer that he can save a lot of money if we can extend the turn-times on some of this work and therefore do it at night - it means we save costs and don’t have to expand the sites. Hugo Walkinshaw: That’s an interesting dynamic; if you’ve got unutilized capacity at certain times of the day or night, then obviously it’s a more cost-effective solution to use that rather than adding floors and increasing the overall cost. I guess you’re in the right part of the world to be running 24/7 shifts.

To continue reading this article, see Roundtable: the Crisis and Shared Services - an Asian Perspective (Part 2)

More Articles: Want to receive more articles like this? Have a tip, learning or case study you want to share? Join our growing community of shared services and outsourcing professionals.

Sign up to our eNewsletters and ensure you receive the latest news, articles and features from our growing global community... Find out more at www.ssonetwork.com or email enquire@ssonetwork.com

About the Author

Jamie Liddell has worked in journalism since he was a 17-year-old cub reporter for The Tico Times, Costa Rica’s highly regarded English-language weekly newspaper. Holding an MA in English from Clare College, Cambridge University, Jamie comes to the Shared Services & Outsourcing Network from the world of overseas property publishing where he worked on the industry’s best-selling publications for the UK and Ireland.