With 17 years in the business, CEO of EMEA; Pedro Lozano has seen his fair share of industry changes. From his experience, Pedro advises that what worked 5 to 10 years ago, will likely not work anymore. Customers are more demanding than ever and the variety of channels in which we can communicate with them means that they expect an answer to their queries immediately. The main transformation is that, with the many developments in technology and automation, customer expectations are higher and the companies that are not ready to transform at this pace will be left behind.
Over his time in the industry, Pedro advises that one of the key trends he has seen is the changes in company sizes, and the consolidation of the players within our market. With expectations higher than ever, customers and therefore clients are looking for a partner who can meet their needs. With the changes in technology and customer expectations, businesses in our industry have begun to define themselves into one of two categories. The first being a small niche player, able to offer specialised solutions. The second being a large player, usually as a result of a consolidation, who are able to provide a fully integrated and global offering. With his experience in the industry and the changes he’s seen, Pedro anticipates that this trend will continue and medium size companies will either be consolidated into larger companies, downsize their offering to become a niche player, or disappear entirely. Therefore, those medium sized players currently in the market need to begin defining where they want to do business and of what sort.
In regards to Sitel Group’s business within this changing industry, Pedro feels the company has progressed significantly in the right direction. We now have a fresher image with a more diverse and enhanced offering for our clients. This is largely as a result of our acquisition by Acticall in 2015, which supplied the business with technological advances and areas of expertise through the venture companies; TSC, Learning Tribes and Novagile. This fresh, invigorated reboot of our business has meant that we are able to react quickly to what our clients and their customers want, staying ahead of the curve whilst still continuing to be robust in our processes and effective in our execution.
This development in our business since the acquisition means that we are well prepared for the challenges Pedro anticipates for us in the coming years. The main challenge being around how we can continuously add more value for our clients and offer something that sets us apart from our competitors, to show we are different but at a reasonable cost. Most companies are looking to make savings and our clients are included in this. Sitel is able to offer this in different ways, from optimising an operation to relocating it from a high cost site to a low cost one, for example off shore. We look to do more with the same resources, however this does have its limit and when the resource it’s stretched to its maximum it can impact the quality of the service provided. The key to a well-run operation that is still cost efficient is knowing what areas of business suit what channels and location. Some operations are better suited to being onshore where as others can only be done offshore. We can also look at the different available channels whether that be voice, webchat, email or chatbots. Our challenge is to find an integrated model that will meet client needs, allowing them to find the balance between cost and quality. Our acquisition and the new solutions we are able to offer puts us in a great position to take on these challenges.
If you would like to find out more about how Sitel Group can help your business to tackle the challenges that come with providing customer experiences, then why not check out our CX solutions.