Insights|Digital Transformation in the Spotlight at OWS19

Digital Transformation in the Spotlight at OWS19

At this year’s Outsourcing World Summit (OWS), Sitel Group spoke about customer empathy and the emotional, human side to customer experience (CX) as central to business transformation and was also recognized as an industry leader.

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Outsourcing World Summit 2019
by Sitel staff February 24, 2019 - 2 MIN READ

At this year’s Outsourcing World Summit (OWS), Sitel Group spoke about customer empathy and the emotional, human side to customer experience (CX) as central to business transformation and was also recognized as an industry leader.

OWS19, which wrapped on February 20 at the Marriott Orlando World Center in Florida, was an event dedicated to what the industry considers the major hot-button topics shaping the future of the sector – Digital Transformation and intelligent automation.

“In the three decades I’ve been working in this industry, I’ve not seen anything impact businesses quite like intelligent automation,” said Debi Hamill, CEO, IAOP as she officially welcomed over 500 delegates from 40 countries to the start of OWS19. “It’s no longer about understanding the future and preparing, because the future is now.”

Intelligent automation

The industry has been quick to understand the benefits of intelligent automation and to begin adapting  it to their businesses. However, according to Rajendra Prasad, Senior Managing Director – Automation, Accenture Technology, many organizations are just scratching the surface rather than unlocking its true benefits. This is because they’re taking “A fragmented approach,” he said. “Companies address individual opportunities as they arise.”

This leads to a lack of integration and huge complexity. Instead those firms wanting to drive productivity and achieve intelligence “at scale” must take a holistic approach and that’s only possible by transforming the business and its mindset.

Time to transform

As well as making intelligent automation sustainable and scalable, transformation is the key to insulating a business from disruption.

“No company is too big to be disrupted,” stated Andy Walter, Board Director & Strategic Advisor, AJW-Advisory LLC as he began his keynote address The Role of Shared Services in the Digital Transformation of Companies. “The folks that have embraced disruption and have made changes are winning.”

They’re winning because they’ve undergone a business transformation but, crucially they’ve done so with the right partners. “Armed with the right capabilities, expertise and operating models, leading Shared Services organizations and their strategic partners are in a position to transform and digitize not only traditional back office but business processes across the enterprise,” he continued.

A customer-centric approach

But even with the right mindset and the right partners, unless an organization can truly put the customer at the heart of its business, its digital transformation will fall short.

This is what James Lee, Vice President, Digital Strategy, TSC – Sitel Group’s digital CX agency – zeroed in on during his OWS19 presentation Digital Empathy: You Should Know Me, So Show Me.

“Customers complain that brands still aren’t delivering truly personalized experiences and services,” said Lee. “Yet we have so many tools and data points at our disposal, so why aren’t we doing a better job of recognizing our customers?”

The reason? Organizations are overlooking the importance of empathy – this is what builds a winning CX and is a human trait. Therefore we need to re-calibrate digital tools and change the way we view data for insights to empower people to deliver a personalized, empathetic service.

Industry recognition

Alongside presenting and networking responsibilities, Sitel was recognized on the Best of The Global Outsourcing 100 list, produced by IAOP.

“We are thrilled to be recognized by the IAOP as both a global outsourcing leader for the 14th consecutive year and on the program’s Best of The Global Outsourcing 100,” said Martin Wilkinson-Brown, Chief Marketing Officer, Sitel Group. “This recognition is a testament to the impact and value we continue to offer our clients with our innovative customer experience solutions.”

The annual list is opt-in and organizations are only recognized for achieving a particular level of scoring over the entirety of the program’s monitoring period.

“The Global Outsourcing 100 and World’s Best Advisors lists are what organizations in our industry aspire to as these awards are a testament to those companies that have raised the bar,” said Hamill.

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