Sitel Poised for European Takeoff after Succesful UK Start

Share this content:
LONDON - Sitel expects to boost its UK business by 30-40 percent a year now that it has completed the initial period of consolidation with the British telemarketing group Merit the US call center giant acquired in 1996.


Since its "pooling of interests," as European president, Tony Mary, described it, the firm has bolstered its UK presence to include 1,700 workstations and 3,500 full time staff across five call centers.


"It wasn't so much an investment by us because it was already a very successful company," explained Mary. "So we don¹t have to wait for a return on any investment and we can continue our expansion almost right away.


"Elsewhere across Europe we have only just started to move into Germany and France. There's a lot of opportunity for growth there and it's our aim to be number one in each market.


"The presence that we have and the level of investment required will be a relative position. Do we need 2,000 work stations in Belgium? Obviously not, but we still intend to invest in those markets."


Sitel's move into Europe was prompted by demands from existing US clients eyeing trans-Atlantic expansion. Having decided that acquisitional growth was the easiest route to take, the firm began talks with UK market leader Merit.


Like many US firms Sitel saw the UK as the ideal launchpad into Europe. "The UK market is the first place US companies move into when they¹re looking at Europe. It has a similar Anglo-Saxon culture and the language is a huge advantage. You can track developments in the UK so much better than on the continent."


The company's current roster of European clients includes Microsoft, Compaq, Texas Instruments, GMAC, British Gas, Shell, Sony, Cable and Wireless and Disneyland Paris.


To enable those clients to be handled on a pan-European basis rather than as accounts in each individual country, Sitel's IT system will be completely integrated by the second half of this year so every operator's screen will have the same menus.


"Technology moves so fast that it's important to keep on our toes so that we can adjust and adapt. We have a very decentralized management system, we try to think global and act local so that we are able to develop each marketplace according to our own set of standards," Mary said.


The firm recently opened a call center in London's business quarter to service a variety of market sectors but paying particular attention to its financial services clients situated nearby.

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above