Insights|Happy Birthday, Sitel® MAX!

Happy Birthday, Sitel® MAX!

Three years already… Sitel is celebrating the birthday of Sitel® MAX in a week-long celebration, MAX Week, our version of Customer Service Week.

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by Sitel staff October 6, 2022 - 3 MIN READ

Three years ago, on October 1, 2019, Sitel Group® launched Sitel® MAX (My Associate Experience), Sitel’s digital community with the goal to virtually unite all associates around the world, and to actively shape and define the associate experience.

Here we are three years later, celebrating the anniversary with seven days of programs and events around the themes of creativity, commitment and connection.

What Sitel® MAX Is About

At Sitel, the voice of our associates really counts. One way to listen to them is MAX Pulse, which we have implemented across all countries. Every day we ask our associates one simple question: “How are you doing today?” We use the data we collect to understand what motivates employees — to learn what gives them a sense of belonging and what makes work exciting. MAX Pulse helps us reinforce our culture of care.


In addition to our daily “emotional culture check,” we collect the opinions of over 160,000 associates through our MAX Annual Survey. It’s unique in its scale and brings out ideas and areas of improvement that we address to make Sitel Group an even better place to work.

But Sitel MAX is not just about listening. With Sitel MAX, we also crowdsource ideas and design solutions together. Sitel MAX is our approach to associate engagement and empowerment. We want to make sure that associates are active participants in their experience, giving them opportunities to grow, learn and engage as architects of new solutions.

Sitel MAX is all about co-creativity. It includes a program to capture associate ideas, the Idea Collector, offering associates the possibility to impact the organization. To date, over 2,000 suggestions have been collected and followed up on, leading to concrete changes and improvements in the associate experience.

But we go well beyond the simple collection of ideas. We have developed a user experience framework to engage our associates in every step of the design process. Our intranet, MAX Connect, is a good example as it has been developed in co-creation with associates.

Sitel® MAX has proven to be a huge success. We’re proud of our achievements and very happy to celebrate the program’s third birthday as a team!

Let’s Celebrate!

MAX Week is our way to celebrate during Customer Service Week our culture, our employee experience, our programs, our commitment to Sitel and the talent we have in our community. 

Festivities started off with the MAX Talk Show last Friday, a “real” TV show with associates from around the globe reporting on local activity and events.

Max Week is articulated around three major themes: creativity, commitment and connection.

During MAX Week, associates can participate in workshops and webinars to learn more about two trending subjects — which are also verticals that Sitel Group is currently developing: the metaverse and cryptocurrency. The metaverse webinar, for instance, gives a great overview of what’s happening in this field, with lots of concrete examples. With the MAX Week metaverse survey, we want to engage our associates to help us shape our future immersive experience.

There are also workshops around crypto where associates can learn about crypto technologies and investment and test prototypes developed for the employee experience.

At Sitel Group, we are committed to do good for the environment and the communities in which we operate. For MAX Week, we’re organizing three social and environmental activities.

Associates are encouraged to participate in a plogging challenge; i.e., pick up litter while running or walking. And there’s #Sitel Green, a dedicated idea collector for associates’ ideas to make Sitel a more sustainable place to work, with prizes to be won for the best ideas.

For MAX Week, Sitel Group continues its collaboration with Libraries Without Borders and other local NGOs with a global book drive, to be distributed in different regions, to help promote reading and access to education.

Last but not least, MAX Week also aims to create more connection, and that’s what the third theme is about. Activities include a special “walking management” program, allowing us to get an insight into the work of colleagues in other parts of the world.

Another way we create connection is with two MAX Week contests — one for photos and one for baking. With the photo contest, associates can demonstrate their creativity and submit pictures in different categories, with their colleagues voting on the ones to be judged by a jury. As for the baking contest, associates can show off MAX-themed cakes they created and associates vote for their favorites that are then submitted to a jury.

The Best Associate Experience

At Sitel Group, we really want to engage and empower our associates, and not only because the employee experience is the customer experience. Over the last three years, the success of Sitel® MAX has shown that listening to our associates helps improve not only the associate experience but also global business, for Sitel Group, our clients and their customers. So Happy Birthday, Sitel® MAX!

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