Part One of TMCnet’s interview with TELUS International Vice-President of Human Resources Marilyn Tyfting explored the various reasons BPOs have to pursue CSR (News - Alert), the challenges involved in undertaking such an initiative, and best practices for embracing such a philosophy.  Here you will find part two of the exchange.

4. What are the best ways to measure the success of a CSR program?

While it is strongly believed that BPOs have begun to derive significant returns from their social purpose initiatives, many companies still struggle to quantify the results of their CSR programs. Our research paper, Outsourcing for Social Good: A BPO Perspective ends with the question: what are the best tools and metrics BPOs can use to quantify the results of a CSR program? The answer is still a work in progress.

We know that CSR has the potential to positively impact employee engagement which can lead to increased loyalty and retention. We also know that more tenured agents tend to deliver more efficient and effective customer experiences, benefiting the clients of BPO services. And of course, communities benefit directly when BPOs step in to provide support building homes, schools, roads and other infrastructure projects, or delivering services to clean up water supplies or improve sanitation. These are all deeply meaningful and impactful projects, especially in the developing countries where they are needed most. 

For now, measures of success can look at engagement scores as measured by employee surveys as well as attrition trends and employee tenure before and after CSR programs are launched. BPOs can also look at customer satisfaction metrics before and after embracing CSR. And, while anecdotal, collecting feedback from customers and employees specifically around why they chose the organization as a partner, customer or employee and why they choose to stay or continue doing business with your company can also be of tremendous value. Gaining insight into their key decision making considerations can provide clear indications as to the efficacy and impact of CSR. There may only be a few indicators or measures today, but BPOs are definitely heading in the right direction.

5. What will the BPO CSR landscape look like in three years?

The need for social change is urgent, especially in the developing world where BPOs are well positioned to align corporate success with social progress. But the BPO industry is just beginning to approach community challenges in a more systemic way; they are just starting to operate with a social mission.

Over the years, BPOs will continue to align their social purpose initiatives to better reflect their corporate values and existing areas of expertise. At the same time, clients will continue to evaluate BPOs on more than just the conventional value proposition of cost savings. For clients, CSR will become a vital way to assess the values of a company and how they choose to form partnerships. 

All of this means that CSR will continue to grow in importance and scope over the coming years. BPOs will continue to develop programs and partnerships that touch on all elements of CSR including community giving, health and wellness, education, poverty alleviation and more. In three years, most BPOs will explore CSR in some way. 

6. What else should our readers know about BPOs and their relationship to CSR?

The BPO industry is changing considerably. Today, progressive BPOs are focused on creating an exceptional customer experience while delivering top-line value to their clients in a way that also addresses social inequities in the countries where they operate. Partnering with Impakt Corporation, a leading global CSR consultancy, TELUS (News - Alert) International explores why corporate social responsibility is becoming so important to the BPO industry and its clients, including the ability to create meaningful social change along with better business performance. The full study is available here: Outsourcing for Social Good: A BPO Perspective

What are BPOs doing? TELUS International Examples:

• TELUS International has instituted its Day of Giving in several countries, including the Philippines and across Central America and Eastern Europe. In the latest Day of Giving in the Philippines, TELUS International mobilized 2,000 of its international team members to refurbish the EMS Signal Village Elementary School in Taguig (a single school attended by 9,000 children) – in conjunction with a new partner organization, Hands on Manila.
• Beyond single day activities, the company is dedicated to creating ongoing, long-lasting partnerships with their CSR partners, matching team members’ dedication to volunteerism with charitable organizations that need support. During the past five years, through a partnership with Gawad Kalinga (GK), TELUS International has helped create two villages and built 149 homes in the Philippines. Team members also volunteer at the villages every few weeks, teaching life skills, tutoring children, and empowering previously homeless people to take control of their lives.
• In Central America, TELUS International focuses on youth and education, building schools from the ground up, assisting more than 4,000 children. In addition, TI agents in Guatemala put their skills to good use volunteering time running anti-drug and HIV information hotlines.
• TELUS International has also taken CSR several steps further. Three TELUS International community boards located in the Philippines, El Salvador and Guatemala, each distribute $100,000 annually to local grass-roots charitable organizations. The boards are run by local community leaders, as well as TELUS team members. The most unique feature is that local community leaders, not TELUS International, determine where funds will be most impactful in the community.
• Another program that has made a significant impact is TELUS International University (TIU) – it helps employees earn a degree right onsite in their workplace, improving their prospects without having to leave their jobs.

About Marilyn Tyfting

Marilyn Tyfting is vice-president of human resources at TELUS International – a BPO provider of contact center outsourcing solutions to global clients. With locations throughout North America, Central America, Asia and Europe, TELUS International’s almost 16,000 team members support the customer service needs of some of the world’s largest and most respected brands. TELUS International is the global arm of TELUS, a leading telecommunications company in Canada, with over 13 million customer connections. For more information, visit http://telusinternational.com