While GBS is expected to maintain its popularity among back office functions, a significantly increased GBS interest can also be seen in the front line. Incorporation of customer-facing activities into GBS often happens as a result of scope expansions where back office processing is already in GBS, and customer interactions become the next natural step in order to cover processes end-to-end. But we also see GBS efforts taking an outset in customer interaction, often driven by an ambition to get in better control of customer experience in order to drive harmonisation and facilitate automation or migration to online channels.
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