As a global corporation with 100,000 people spread across 29 countries, the four core values of Sitel Group® guide the way we work with our customers, our customers’ consumers and each other. Our values make us who we are – they shape the way we do business; they are central to our culture; and they form the strong foundation that differentiates us. In an ever-evolving world, our values are constant, anchoring us to our vision of the organization we are today and want to be tomorrow.

As part of our DNA, our four people-centric values nurture our brand and reflect our culture focused on innovation, creativity and an entrepreneurial approach.

These four core values are at the heart of every decision we make.

We have big dreams and innovate to achieve them.


Our Common Goal

To achieve our mission of empowering brands to build stronger relationships with their customers by creating meaningful connections that boost brand equity, we must constantly disrupt our own industry. Be Bold is the rallying cry that inspires us to imagine “what if?” and innovate to build it.

Our Promise

For Our Associates

  • We recognize and reward innovation
  • We expect associates to champion continuous improvement
  • We are passionate about delivering the best experiences for our customers
  • We require all levels of our organization to maintain an open mind; new approaches are welcomed and supported – nothing is sacred

For Our Customers

  • We do more with less
  • We deliver new ideas and approaches by seeking innovation
  • We dare to be different

For Our Business

  • We stand apart from our competitors
  • We lead, we don’t follow

Find out how we engage our frontline associates to dream big and innovate to solve our customers’ challenges.

We harness the power of diverse groups to deliver greater value.


Our Common Goal

We are stronger together and our success should never be at the expense of others. Our curiosity, empathy and desire to learn through the sharing of diverse experiences inspires and enables us to have greater impact for our communities and customers.

Our Promise

For Our Associates

  • We champion diversity at all levels
  • We breakdown silos to maximize the potential of our collective genius
  • We encourage associates to ask questions, share their perspectives and inspire others
  • We give back to the communities in which we live and work
  • We foster inclusivity to create a fun work environment for all

For Our Customers

  • We enjoy diverse partnerships, and share the benefits with our customers
  • We value strong relationships, and work hard to build them

For Our Business

  • We are good corporate citizens
  • We make better decisions as a result of diverse thinking

Learn more about how we empower our associates through the Sitel Group inclusion and diversity program.

Learn more about our approach to corporate social responsibility.

We lead by example with integrity and authenticity and hold each other accountable.


Our Common Goal

Our people, processes and technologies act as guardians of your brand, securing your data across each and every interaction.

Our Promise

For Our Associates

  • We lead by example
  • We take ownership
  • We treat everyone with empathy and respect
  • We rigorously safeguard our customers’ data

For Our Customers

  • We actively engage with your business
  • We communicate often and transparently
  • We protect your (and your customers’) data privacy
  • We always act in the best interest of your brand

For Our Business

  • We build mutually beneficial, long-term partnerships

Learn more about our approach to data security and risk management.

We’re fanatical about customers and always deliver in the moments that matter. 


Our Common Goal

Our customers’ success is our success. Achieving success is reliant on developing a deep understanding of the customer’s strategies and goals. We collaborate to consistently deliver against shared objectives.

Our Promise

For Our Associates

  • We prioritize achieving customers’ goals
  • We seek out win-win solutions
  • We under promise and over deliver
  • We walk in our customers’ shoes, enabling us to build unique experiences in the moments that matter

For Our Customers

  • We listen intently to understand your goals
  • We set realistic expectations
  • We add greater value through deep understanding of your business and your brand

For Our Business

  • We are renowned for delivering on our promises
  • We deliver outstanding customer experiences that boost brand equity

See what our customers say about the service we deliver on their behalf.

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