THE OUTSOURCING MODEL

The extent of BCP’s relationship with FileMaker Inc. covers almost every aspect of their business in the Asia Pacific region. From humble beginnings as a customer service provider, BCP’s involvement has grown so that FileMaker can conduct their whole (extensive) business in the region with limited employees.

Client Need

FileMaker Asia Pacific sells FileMaker Pro—the highest selling stand-alone database in the world. They are a wholly owned subsidiary of Apple Computer Inc.

FileMaker had minimal staff in the Asia Pacific Region and wished to do business here without setting up a local company. Initially, the requirement was for customer service, fulfilment and database management. Over time this developed into a complete outsourced solution including provision of services such as technical support, web site design and maintenance, online database systems, emailing services and much more.

The Solution

BCP took over FileMaker’s existing customer service line and were ready to operate within a week.

BCP designed a database that ensured best practice management of customer relationships. Initially, the system managed customer records, product registrations, orders and fulfilment and managed products and inventory. Over time, the system grew to cover all aspects of FileMaker’s business in the Asia Pacific region.

The objective was to provide a seamless interface for customer service, technical support and direct sales. The comprehensive database is the backbone of this, allowing FileMaker to have a full understanding of who their customers are and what they need. BCP brings to FileMaker a good understanding of the industry and invests to develop product knowledge and understand FileMaker as a company. This assures FileMaker that their end users receive seamless service.

The outsourcing of FileMaker’s business is so comprehensive as to include the following:

• Working closely with FileMaker to implement promotions and to take full advantage of the database, BCP is constantly working to increase sales and to meet objectives. The result is 12 back to back quarters where sales objectives were met or exceeded.
• Since BCP has direct contact with customers, they can offer valuable advice, often initiating procedures and policies, some of which have been implemented world wide.
• BCP recently completed and met all the requirements of the Sarbanes-Oxley Audit as required by Apple Inc.

• BCP fully manage the FileMaker Asia Pacific web site, a site containing some 1,395 files and more than 36,000 links. Management of the site includes all updating, upgrades, localisation and creation, design and hosting of database systems.
• All communications with FileMaker’s customers are handled by BCP, including a quarterly direct mail newsletter for 22,000 users and a monthly HTML newsletter for over 20,000 users
• BCP provide FileMaker with statistical data indicating the level of success of their campaigns.
• FileMaker’s database is kept completely clean and up to date by BCP’s constant attention to it. The current return rate on the database is approximately 2%.

Conclusion

The strength of this relationship is in providing a complete service. FileMaker are able to deal with just one company, receiving consistently high quality, comprehensive service. Input from BCP is informed by a holistic view of FileMaker’s business, not just an isolated function. The result is seven years of working closely in a positive relationship.