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Aditya Birla Minacs

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Aditya Birla Minacs brings together the outsourcing talents of two international companies to help businesses of all kinds optimize their operations
Business solutions organization Aditya Birla Minacs works with a variety of businesses, spanning manufacturing, retail, telecommunications, technology, entertainment, banking, insurance, healthcare and public sector. Rooted in Oshawa, Ont., but with 35 global delivery centres and 20,300 employees across three continents, it is very much a global company.

Aditya Birla Minacs formed in 2007 when the Aditya Birla Group, an Indian corporation worth US$40 billion, brought together two smaller companies: Indian business process outsourcing (BPO) company Transworks, and North American customer relationship management (CRM) company Minacs.

Anil Bhalla, President and Chief Operating Officer for North America and Europe, explains that Minacs brought with it 30 years of experience in business and technology outsourcing. “The company started out of a garage in Oshawa, and if you were to speak to any elected representative or bureaucrat in Oshawa, they’d know the company because everyone in this town helped it grow,” he says.

“Our name includes the names of our group founder, Aditya Birla, and Elaine Minacs. Elaine was an innovative local entrepreneur, who started providing outsourcing services in the 1980s, even before it was deemed an industry. The company grew, working initially with automotive manufacturers, followed by technology companies.”

Variable Costs

Aditya Birla Minacs provides a number of services, each designed to help businesses in different ways. Largely, these services allow a client organization to focus its efforts on growth or transformation. Outsourcing resources also enables companies to review their costs from a variable standpoint – for example, replacing a fixed cost for owned in-house data centres with a variable, “pay as you go” expense.

“Let’s take an example where your technology resource needs, both infrastructure and staff, are increasing as the company grows – are you going to distract yourself from the task of growing your company, by trying to build these supporting technology capabilities by yourself, spending your energy and capital, or would you rather work with a specialized outsourcer such as Minacs, that leverages its existing investments in technology and resources to meet your needs with greater agility?” says Bhalla.

Staff on Demand

Much like it can provide resources on demand, Aditya Birla Minacs can also provide variable staffing that flexes based on business volume. Bhalla says this function can save companies money because they pay only for the resources they consume. “For a product launch, a company may need higher numbers of trained marketing staff to bring in customers, but once it has created its customer base, the need for these resources is significantly reduced,” he says.

Optimizing Operations

Aditya Birla Minacs also uses advanced technology to help companies increase their efficiency, effectiveness and profit. Analytics technology utilizes instantaneous speech to text transcripts to gather opinions, customer sentiment and other insightful information from customer interactions, and converts it into actionable dashboards that provide valuable intelligence.

Gaining this deep level of customer intelligence helps take customer segmentation to previously impenetrable levels.

Growth Initiatives

Over the past six years, Aditya Birla Minacs has increased its value manifold. “We’ve done a commendable job of not just increasing our revenue, but also improving our profitability,” says Bhalla. “We’ve done that by moving up the value chain and through an astute distribution of work within our global delivery network.”

Bhalla says Aditya Birla Minacs has grown in tandem with its target industries, such as automotive. “In current times, which are a lot more competitive, we have increased our investments in analytics so that our clients can understand their customers’ buying patterns and evolve their products and services to best match their needs.”

The BPO and CRM markets are also far more competitive now than they were earlier, especially as technology begins to play an integral role. Aditya Birla Minacs strives to keep ahead of the pack by ensuring it is always up to date.

“We are now providing services that go beyond what was done in the past – we’re doing something that is transforming the way companies do their business, while increasing their revenue and reducing their costs,” Bhalla claims. “We challenge the status quo and ask, ‘What more can we do?’”