The Contact Centre Industry in Malaysia : An Insight through Porter's Diamond Competitiveness Model

Objective – The objective of this theoretical paper is to look at the insight of Malaysia Contact Centre Industry and to highlight Malaysia's competitive edge from the perspective of Porter's Diamond Competitive Model. The Porter's Diamond Model will attempt to investigate how Malaysia can be sustainable and competitive in sharing the global contact centre as well as the BPO market. Methodology/Technique – This research is derived from the secondary information obtained from desk research of the broad literature on the sector and assessment of specific regional reports available through Internet websites as well as from various publications such as from the Government business reports and from agencies in the related industry. Findings – The main findings from this research is that, when Porter's diamond model was applied to the Malaysian Contact Centre and BPO sector, it showed clearly that the industry's competitive challenges in Malaysia are more towards human factor and upgrading the product up to the value chain plus the niche market of Islamic Finance and Accounting services, although there are still other steps and strategies the government and its agencies can play to make the country as one of the high income in the service sector