OBS to upgrade ME call centres for EFG-Hermes

Orange Business Services (OBS) has embarked on the second phase of its US$1.6million contract with EFG-Hermes.

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By  Published  December 16, 2006

Orange Business Services (OBS) has embarked on the second phase of its US$1.6million contract with EFG-Hermes. The company, part of France Telecom, is to upgrade the call centre operations of EFG-Hermes in order to support the planned expansion of the banking firm in the Middle East.

OBS has already supplied a multi-protocol label switching (MPLS)-based internet protocol (IP) network to the company, which claims to be the premier investment banking firm in the region.

It will now provide a single IP telephony system, which will create what is described as a virtual call centre across the region, connecting the offices in Egypt, Dubai and Saudi Arabia.

Features of the call centre include intelligent call routing, online call queue monitoring and virtual overflow call routing to other centres.

Sherif Cararah, managing director of EFG-Hermes Securities Brokerage, said benefits of the centre would include enhanced customer responsiveness, an increase in operational efficiencies, and a boost in service levels.

“The new call centre strategy will increase customer satisfaction, boost our overall levels of productivity, and support trading across three different stock markets in different time zones,” Cararah said.

The investment firm claimed it would be the only brokerage in the Middle East with the capability to trade in this way.

EFG-Hermes said the simplification of its operations was necessary to facilitate its expansion in the region.

The finance company plans to increase its base of offices in Egypt, the UAE and Saudi, as well as increase its number of call centre agents. The move will also reinforce the firm’s position in the market, giving it a more competitive edge, according to OBS.

“The IP transformation that EFG-Hermes is going through will bring them substantial competitive advantage,” said Lionel Reina, vice president and general manager of Eastern Europe, Middle East and Africa at OBS.

“By leveraging knowledge and resources across the whole region, their customer interactions will be more effective and flexible. This will enable EFG-Hermes to grow its business and nurture its market leadership,” he added.

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