1、MALAYSIAN MARKET REPORT 2024STATE OF THE SHAREDSERVICES AND OUTSOURCINGINDUSTRYINCREASE INSSCs 2023-20243%STATE OF THE SHARED SERVICES AND OUTSOURCING INDUSTRY:MALAYSIAN MARKET REPORT 2024In recent years,Malaysia has situated itself as a key player in the shared servicesindustry.With 441 shared serv

2、ice centers(SSCs),according to SSON Research&Analytics,the country ranks 7th for its number of SSCs.Malaysias influence onlycontinues to grow as the number of SSCs is steadily rising,with an approximately 3%increase from 2023,when 428 Malaysian centers were recorded.The countrys potential continues

3、to be realized by organizations,as neighbouringcountries have not seen similar levels of growth.For example,within the year China hasseen a decrease in SSCs by almost 0.7%.Even other key players in the industry areseeing a plateau in growth,such as the Philippines,which only had an annual growthrate

4、 of 0.27%.With these changes in mind,Malaysia is diverging from the general trendin Southeast and East Asia.This positive development perhaps signifies industry leadersturning to industrious locations that are not quite as oversaturated and competitive ascountries like China,India,and the Philippine

5、s.INTRODUCTIONGeographical Trends Within Malaysian Shared Services SSCsNATIONWIDEHIGHEST AMOUNTOF SSCs4417THLooking at the trends on a national level,Kuala Lumpur is the most fertile for SSCs,with294 in this region alone.This makes up a staggering 67%of centers within the country.This is unsurprisin

6、g as many consider Kuala Lumpur“the business hub of Malaysia.”Asthe countrys capital,Kuala Lumpur has an incredibly strong infrastructure,as well asconvenient geographical links.Organizations such as American Express,IBM,andMicrosoft Corporation have already chosen to develop centres in the region.W

7、hat is surprising,however,is that Selangor only ranks 4th for its number of centers,withjust 30.Selangor has the highest population of any Malaysian state and has historicallybeen the largest contributor to Malaysias GDP.The economy of Selangor is steadily1Johor:16 SSCsSelangor:30 SSCsPutrajaya:42 S

8、SCsPulau Pinang:45 SSCsKuala Lumpur:294 SSCsSTATE OF THE SHARED SERVICES AND OUTSOURCING INDUSTRY:MALAYSIAN MARKET REPORT 2024developing,which contributed 25.5 percent of the national GDP in 2022,a 0.7%increasefrom 2021.The state is committed to reaching 30 percent of the national GDP by 2025,facili

9、tated by pro-business policies and general stability.This presents Selangor as anarea of untapped potential for shared services organizations,as it appears as a stronglocation to develop an SSC.Malaysian States with the Most SSCsLooking at the geographical distinctions within the continent and the c

10、ountry,Malaysiacontinues to rise as a key player in the shared services industry.On one hand,the countryis developing centers faster than other Asian countries,signifying its potential as a hubfor shared services.On the other hand,there is still much unrealized potential within thecountry,as many in

11、dustrious areas have not yet been leveraged by shared servicesorganizations.The SSO ModelAccording to SSONs 2024 State of the Industry Survey,Malaysia remains generally onpar with the global trends.In terms of maturity,Malaysia has a marginally moreconcentrated number of medium-level maturity organi

12、zations,than what is foundglobally.This results in Malaysia having fewer low and high-level organizations.What ispromising,however,is that Malaysia possesses a slightly above-average number ofexpert-level organizations.The prevalence of more mature shared services within Malaysia is further recogniz

13、ed bythe distinctions between the types of SSO/GBS operating in the country.Globally,nearly56%of organizations are multicountry and multifunction,whereas 70.59%of Malaysianshared services are multicountry and multifunction.2GlobalMalaysia0%10%20%30%40%50%60%LowMediumHighExpertGlobalMalaysia020406080

14、Single Country,Single FunctionMulticountry,Single FunctionSingle Country,MultifunctionMulticountry,MultifunctionThe industries operating SSCs in Malaysia are generally mixed.Manufacturing(industrial)appeared the most prevalent but only by a slim margin.Other industries includehealthcare,travel&hospi

15、tality,agriculture,forestry,fishing&hunting,banking,financialservices&insurance,chemicals,pharmaceuticals&life sciences,retail trade andtechnology.Examining the current organizations present in Malaysia,it is evident that the countrysshared service industry is diverse.There is a range of maturity le

16、vels,model types,andindustries.However,the overarching trend within Malaysia is the industrys continuedgrowth,which will likely only further develop the countrys influence within sharedservices.STATE OF THE SHARED SERVICES AND OUTSOURCING INDUSTRY:MALAYSIAN MARKET REPORT 2024What do you perceive you

17、r SSO/GBS overall maturity level to be-taking into account sourcing model,scope,automation,strategicalignment&talent?What type of SSO/GBS are you(functional view)?25%23.53%49.68%52.94%21.75%17.65%3.57%5.88%8.41%5.88%12.62%11.76%22.98%11.76%55.99%70.59%3Azlinda Ab Kasim,the Regional Associate Directo

18、r at the APACGBS Site&PMO of Zimmer Biomet,has extensive experiencewithin the industry and thus a comprehensive view of its evolvinglandscape.For Azlinda,there are four key benefits to operating aGBS in Malaysia:cost,talent,location,and government.Azlinda Ab KasimIn terms of cost,Malaysia is much mo

19、re competitive than fellow Asian-Pacificcountries such as Australia and Singapore.In addition,Malaysia has a diverse talent pool with various backgrounds and skills,particularly finance-based talent.Azlinda also noted the strong language skillsthroughout the country,with an abundance of talent speak

20、ing Mandarin,Korean,Thai and Japanese.The country also has many very compelling locations to establish a GBS,like KualaLumpur or Selangor,which are very accessible and boast strong amenities such as STATE OF THE SHARED SERVICES AND OUTSOURCING INDUSTRY:MALAYSIAN MARKET REPORT 2024TALENTEducation&Ski

21、llsTalent acquisition continues to be a key issue within shared services.However,incomparison to other countries with high levels of SSCs,Malaysia holds its own very well.The SSON Research&Analytics City Cube Tool highlights a strong,educated talent poolwithin the capital,Kuala Lumpur.The city outra

22、nks Washington,New Delhi,Hong Kong,Manila,and Warsaw for the number of people with ACCA Accreditation.In addition,onlyHong Kong outranks Kuala Lumpur in CPA Accreditations and MBA Degrees,in whichKuala Lumpur has 11,107 and 15,486 respectively.These findings are unsurprising given the countrys activ

23、e efforts to tackle skills gaps andunemployment.Initiatives under the Malaysian Investment Development Authority(MIDA),for example,have developed courses offered across 13 Skills DevelopmentCentres.These courses range from Cybersecurity to PLC Technology to promotedigitization and automation.In addi

24、tion,academic institutions have collaborated with enterprises to refine theircourses to meet industry needs.This industry-led education only further enriches thetalent pool in Malaysia.One example of these efforts is the Special Taskforce-TalentFacilitation(STF-TF),a platform that engages with stake

25、holders to identify skills andtalent requirements to facilitate industries.These stakeholders include Ministry ofEducation(MOE),Ministry of Higher Education(MOHE),Social Security Organisation(SOCSO),Public Service Department(JPA),Talent Corporation(Talentcorp),Departmentof Skills Development,and Mal

26、aysia Digital Economy Corporation(MDEC)-to name just afew.The strong level of education within Malaysia reflects the countrys commitment todeveloping its human capital as a foundation for“economic expansion,technologicaladvancements,and global competitiveness.”4public transport links.Finally,the gov

27、ernment initiatives within Malaysia make it a place organizations canthrive.The Malaysian government sees GBS as potential investors,and have showngreat support for projects such as MDEC and Malaysia Digital,which drives digitaltransformation throughout the country.Azlinda notes that government-supp

28、ortedgrants or initiatives“provide a stable base for GBS projects.”These four factors together ultimately make Malaysia a country in which sharedservices and global business services can flourish.Number of Persons With ACCA Accreditation11,570Kuala Lumpur10,232Hong Kong8,358Manila2,346New DelhiData

29、Management/AnalyticsProblem-SolvingProcess Design/ContinuousImprovementSTATE OF THE SHARED SERVICES AND OUTSOURCING INDUSTRY:MALAYSIAN MARKET REPORT 2024This aligns well with the global responses that shared these top three skills,althoughglobally problem-solving ranked 1st.For Malaysian industry le

30、aders,however,it was athree-way tie.This again bodes well for Malaysia,as the talent pool seems proficient inskills such as employee data management,employee database management,Leanbusiness processes,and Lean Six Sigma.This aligns the Malaysian talent pool with thepriorities of the industry,a furth

31、er benefit of establishing an SSC in the country.5However,moving beyond formal education and qualifications,Malaysias talent pooldisplays a rich blend of skills and experience.According to SSONs 2024 State of theIndustry Survey,Malaysian organizations have three key skills they are prioritizing:WORK

32、ING PROFESSIONALS WITH A SPECIFIC SKILL(SELF-TAGGED)New DelhiHong KongKuala LumpurManilaEmployee DataManagement1,24125,7828,3917,806Lean BusinessProcesses 1,2615307,8316,404Lean Six Sigma1,3185,4406,0027,149STATE OF THE SHARED SERVICES AND OUTSOURCING INDUSTRY:MALAYSIAN MARKET REPORT 2024Demographic

33、Another concern within shared services is acquiring the next generation of SSC workers.Attracting a younger,Generation Z workforce is crucial as by 2025 they will account forone-third of the worlds population.However,dipping into this emerging workforce meansorganizations will have to think a little

34、 differently.For example,Gen-Zers place more valueon flexible working models,increased support for mental health and are not afraid toseek out new opportunities elsewhere.This will make retaining staff more complex inyears to come.This change in demographics can already be seen in some industries.A

35、WTW surveyrevealed that the shared services industry,as well as banking,insurance,tech,and media&gaming,hired the most millennial and Gen Z employees in 2023.Moreover,since 2020,the Gen Z workforce in Malaysia has rapidly grown at a 50%increase year-on-year.By2025,it is expected that millennials and

36、 Gen Z will make up more than 70%of theMalaysian workforce.So,it is now more important than ever that shared services areappealing to a younger workforce.Malaysian organizations seem to have a dividedopinion on how to attract younger talent.The split responses ranged from a commitmentto diversity to

37、 employee benefits.This reflects the wider,global responses.6However,regardless of how you attract this demographic,the very act of having a Gen Zworkforce will soon become crucial.Fortunately,Malaysia has a fast-growing youngerpopulation that possesses a strong blend of qualifications and skills.0%

38、20%40%60%80%Compensation&BenefitsAbility to work outside the office/remoteAbility to work the hours they choose/non-conventional hoursThe career path you promiseOrganizational cultureCommitment to Diversity,Equity and InclusionThe design of the office/cafeteria/thinking rooms/free spaceSkills traini

39、ng/certificationTechnology-enabled working environmentsRecognized brand(enterprise)Activities outside workSupport of further education(e.g.,Masters degree)In attracting a more self-aware,remote-based younger workforce demographic(Gen Z),what are the key elementsthey are looking for?What do you belie

40、ve motivates this demographic?STATE OF THE SHARED SERVICES AND OUTSOURCING INDUSTRY:MALAYSIAN MARKET REPORT 2024RetentionThere are more hurdles once organizations acquire the talent,however,as staff retentioncontinues to be an obstacle for both shared services and beyond.In Malaysia,voluntaryturnove

41、r and attrition reached 18.5%in 2023,a large increase from 16.5%in 2022.However,one element that may tackle staff turnover is the increasing salaries withinMalaysia.The WTW Compensation Survey reports that Malaysian employees working inshared services&outsourcing,alongside other industries,generally

42、 had a morecompetitive 2023 base salary than those in education,real estate,construction&engineering,biopharma&life sciences.The salaries within shared services were socompetitive that they exceeded the overall median.These competitive salaries are only predicted to grow,as Malaysia has a projected

43、5%salary increase in 2024 for executives,management,professional employees,andsupport staff.Although this is slightly lower than the 5.6%salary increase in 2023,theaverage salary increase continues to show a steady rise in recent years.Specificallylooking at shared services,the salary increases for

44、Malaysian employees rose from 4.9%to 5.1%between 2023 and 2024.7“Keep up with the little things to get thebest out of them.”Azlinda notes that beyond flexible working styles,organizationsshould“keep up with the little things”to retain talent.Forexample,although“Generation Z want to work hybrid and g

45、oinginto the office is not attractive to them”,implementing a positive office culture is essential to cultivate a sense of belonging and collaboration.Azlindanotes that the younger demographic“do not like to be told,so let them think!Letthem plan and share those plans with us.”At Zimmer Biomet,Azlin

46、da nurtures a creative,collaborative culture through theSocial Recreation Club(SRC)Initiative.This allows employees to enjoy team buildingexercises,recreational activities such as Zumba,hiking,yoga as well as festive daysin which the office is adorned with decorations.Initiatives like SRC are incred

47、ibly beneficial for employee retention as it boosts moraleand shows gratitude to the workforce.“They really look forward to this collaboration whenthey come to the office.”STATE OF THE SHARED SERVICES AND OUTSOURCING INDUSTRY:MALAYSIAN MARKET REPORT 2024TECHNOLOGYDigital TransformationLike most,Mala

48、ysia has had a large focus on digitization and innovative technology.MDEC notes that traditional markets,such as telecoms,banking,and utilities,havelevelled off but new-tech-enabled markets are growing.This includes technology such asAI,blockchain,and VR.Interestingly,in 2020 the COVID-19 pandemic a

49、ctually acceleratedthe growth of Malaysias digital economy to 12.1%.This led to ICT contributing 23.2%tothe national GDP,which translates to approximately$89 billion.Although the economy is keeping up with the ever-increasing digital landscape,theground-level implementation is not as successful.In 2

50、022,MDEC developed the NationalBusiness Digital Adoption Index(BDAI)to track digital adoption within Malaysianbusinesses.This showed that only 17%of organizations in Malaysia are set tosuccessfully reach their digital transformation ambitions,falling below the global andregional averages.The Malaysi

51、an SSO/GBS industry seems keen to remedy the lack of successful digitaltransformation.All Malaysian respondents noted their organization is involved insupporting the enterprises digital agenda.Whereas the global responses revealed over15%of organizations are not involved with digital agendas to any

52、degree.MalaysiaGlobalYes,drive agenda/operate COEYes,participatingYes,proof of conceptNoOther0%10%20%30%40%50%Is shared services/GBS playing a role in supporting the enterprises digital agenda?41.67%36.86%33.33%27.12%25%19.49%15.25%1.27%8Generative AIIn 2023,generative AI was a consistent hot topic

53、throughout the year and is onlyexpected to become more significant in 2024.In SSONs 2024 State of the IndustrySurvey,nearly 30%of global shared services listed AI as an investment priority,with over19%specifically listing generative AI.However,Malaysian shared services responses fellslightly under t

54、his threshold,at 25%and nearly 17%respectively.In addition,only 30%of Malaysian respondents listed generative AI as a high-priority toolwithin their SSO/GBs,whereas globally almost 35%of responses noted the solution as ahigh priority.Malaysian shared services need to ensure they keep Generative AI o

55、n theirradar to remain competitive as a global GBS hub.These disparities,although slight,highlight a challenge within the countrys sharedservices.In MDECs BDAI report,Malaysia consistently scored low for AI adoption.Globalresponses scored an average of 7.4 whereas Malaysia received only 4.7.Despite

56、thecountrys eagerness to digitize,businesses are lagging behind the global curve of AIadoption.Therefore,Malaysian shared serviced need to find solution providers that notonly have great technology,but can also assist with upskilling,training andimplementation,as this will help them accelerate their

57、 AI journey.This obstacle has mainly arisen due to the collective“misunderstanding”of AI,accordingto OpenGov Asia.Initially,instead of embracing the innovative technology,many werereluctant to implement it due to fears of AI creating job instability.To combat thisperception,and to show that using AI

58、 technology will generate more opportunities thanjob losses,the AI For People program has been launched.The initiative was launched byPrime Minister Datuk Seri Anwar Ibrahim to further support Malaysias growing digitaleconomy and to provide the public with better digital literacy related to AI.4.7 A

59、I ADOPTIONSCORE7.4 AI ADOPTIONSCORESTATE OF THE SHARED SERVICES AND OUTSOURCING INDUSTRY:MALAYSIAN MARKET REPORT 2024$113.4BILLIONPOTENTIALPRODUCTIVECAPACITYMalaysiaGlobal0%5%10%15%20%25%30%AIGenerative AIInvestment Priorities 20249STATE OF THE SHARED SERVICES AND OUTSOURCING INDUSTRY:MALAYSIAN MARK

60、ET REPORT 2024AutomationGenerally,the implementation of Robotic Process Automation(RPA)has been slightlyslower in Malaysia,compared to other Asian countries.However,in recent yearsorganizations appear determined to catch up to global trends.RPA has seen rapid growthwithin the last few years,evident

61、through a PwC Malaysia report that noted in 2019 42%of companies were planning to implement RPA between 2019-2021.At the time,only 9%of Malaysian companies reported having already implemented the technology.Looking to 2024,and to Malaysian shared services organizations specifically,nearly 65%,percei

62、ve their automation level as medium(26-50%).Beyond this,almost 18%consideredtheir automation level as high.Interestingly,a third of Malaysian respondents described their intelligent automationjourney in the planning/proof of concept phase.42%implemented it less than 3 yearsago.This is significant as

63、 it suggests these organizations are rapidly developing theirautomation initiatives,achieving medium/high automation levels in just 3 years.70%ofthose who use automated solutions/RPA listed the technology as a high priority.However,the potential of generative AI is becoming increasingly apparent in

64、Malaysia.The Malaysia Centre for the Fourth Industrial Revolution noted that generative AI couldhave huge economic benefits,equating to$113.4 billion in productive capacity.With thisin mind,we may see Malaysia taking some strides within the generative AI industry in2024.2023 SOI2024 SOI0%10%20%30%40

65、%50%Planning/Proof of ConceptImplemented 3 years agoImplemented and Scaled UpImplemented,scaled and actively digitizing dataNone to DateWhat best defines your current stage of intelligent automation?(choose one answer)13%33.33%42%41.67%25%8.33%11%8.33%8.33%10Utilize Your WorkforceOperating a GBS has

66、 always had a focus on digitization andautomation.Although the momentum has always been there,innovative technology such as AI has elevated the interest to anew level.However,the emerging younger demographic ofworkers,Gen Z and Millennial,are very quick to absorb andcomprehend new technologies.Stron

67、g Change ManagementAlthough this does not appear as a key challenge within theindustry,maintaining a strong change management plan iscrucial for digital transformation projects.This helps avoidchange fatigue and enhances employee performance.Work With The EnterpriseTo ensure a seamless implementatio

68、n of digital initiatives,youmust communicate well with fellow stakeholders,such as theenterprise beyond the GBS.A key question is“how do webridge the gap between departments beyond the GBS?”Moving top down throughout theorganization is a strong way to ensure theinitiative is accepted.Being able to s

69、howthe value of the project to senior leadershipcan propel your project towards success.Get Senior Leadership On Your SideSTATE OF THE SHARED SERVICES AND OUTSOURCING INDUSTRY:MALAYSIAN MARKET REPORT 2024Despite being a young market within the country,Malaysia is developing RPA initiatives,and quick

70、ly.For example,in the 2020 Budget,RM10 million was used to provide 20,000civil servants with digital skills training.This has only developed,as now the governmenthas allocated RM100 million for grants in 2024.The aim of this is to help over 20,000small-to-medium enterprises(SMEs)with their automatio

71、n journey.So,although later than other countries,automation appears as a key focus withinMalaysia for 2024.Both the government and organizations dedication to the rapidadoption of RPA and digitization initiatives means Malaysia should be one to watch in2024.11Azlindas Top Tips For Digital Transforma

72、tionSTATE OF THE SHARED SERVICES AND OUTSOURCING INDUSTRY:MALAYSIAN MARKET REPORT 2024CONCLUSIONSThe Malaysian shared services industry,although already well-established,isexperiencing robust growth and increasing its significance in the global landscape.Withan increase in centres,particularly in Ku

73、ala Lumpur,the country appears as a compellingchoice for organizations to develop an SSC.However,this rapid growth still leaves areasof unexplored potential,such as Selangor.As talent acquisition remains a key focus,one factor that makes Malaysia such a fruitfullocation is the strong,educated talent

74、 pool.Moreover,the demographic shift in favour ofthe ever-growing younger workforce,including Generation Z and Millennials,meansorganizations need to be dynamic in attracting and retaining fresh talent.Although Malaysia faces challenges in successful digital transformation,the countryremains dedicat

75、ed to adopting new technology.Generative AI adoption lags behindglobal averages,but the country is taking steps to combat this through numerousinitiatives and business strategies.Automation,particularly RPA,has begun to gainmomentum in recent years,with organizations rapidly making progress.Thegover

76、nments allocation of funds to support SMEs in their automation journey highlightsthe commitment to embracing technological advancements.In summary,Malaysias shared services industry presents a dynamic landscape withcontinuous growth,a diverse talent pool,and an increased focus on adopting cutting-ed

77、ge technologies.As the country addresses challenges and seizes opportunities,it ispoised to play an increasingly influential role in the global shared services arena in 2024and beyond.This report was produced by SSON Digital with research conducted by the SSONResearch&Analytics team in the lead-up t

78、o the 11th Shared Services&OutsourcingWeek Malaysia 2024.12What is SSON Research&AnalyticsWhat Tools&Services Are On Offer?Curated charts under core topic headings that summarize the biggesttrends and shifts across SSO/GBS.Compare 3000+shared services locations around the world,across 20+variables s

79、uch as:cost of labor,talent availability,number of sharedservices centers,average salaries,and much more.Our monthly RIRs are guided by industry insiders with at least 10 yearsexperience,and are underpinned by real-time market data to address notjust the trends,but the solutions you need to implemen

80、t.Locate and evaluate shared services hotspots at country,state,or city level from our global database of 10,000+global delivery centers.Filter byindustry,function,and organization size.SSON R&A is SSONs global data center,now in its 7th year of operation.Thousands of practitioners and consultants r

81、ecognize SSONR&A as their premier resource for shared services related metrics,benchmarks,trends,market analytics and advisory services.With auser-friendly interface,easily downloadable benchmarks and topic-based charts,SSON R&A adds valuable ammunition to your inhouse or client presentations,streng

82、thening your business case and yourcredibility.SSON regularly canvases its membership for updated metricsand analytics,allowing us to highlight even minor shifts.SSON R&Adistinguishes itself from other associations by offering subscribers direct access to relevant metric data at a highly competitive

83、 cost.A one-stop platform for all things RPA,cognitive and AI related that allowsusers to learn about dozens of IA software vendors,compare their productcapabilities,understand the differentiators,and see their customer footprint.Benchmark your SSO across 130+different metrics,choosing eithera congl

84、omerate of industry/country benchmarks;or the Top 20 MostAdmired SSOs benchmarks in the Metrics Intelligence Hub.“The C-suite expects to see market metrics to evaluate sharedservices performance.I have explored various opportunitiesavailable in the market.SSON Research&Analytics offers reliablebench

85、mark data,at a highly competitive cost.Given access to thisdata,by region or industry,I can draw my own conclusions.I dontneed to source expensive third-party analysts,as we can interpretthe data ourselves.”Edoardo Peniche,Vice President,Global Business Services-AptivAs a Premium subscriber you can

86、access our industry experts for 1:1guidance and actionable steps to propel your GBS journey.We also offer bespoke research services to support your projects with analytics,experience and knowledge.City CubeShared Services AtlasResearch Insight Reports Visual Analytic WorkbooksIntelligent Automation

87、UniverseAdvisory ServiceMetric BenchmarkerJosh Matthews atJosh.matthewssson-For more information on how to become asubscriber to SSON Research&Analytics and gainaccess to hundreds of metrics,benchmarks,city-based talent,a list of delivery centers globally,andmonthly research-based reports,please con

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