Sitel Group is going for a makeover.
The BPO behemoth has officially rebranded, changing its name to Foundever in an apparent move to position itself as an innovator in an industry that has undergone radical changes in the 30 years since Sitel’s foundation.
“What was manual is now digital, and what was local is now global,” the company’s founder and CEO, Laurent Uberti, said in a press release announcing the rebrand.
— Foundever™ (@foundeverglobal) March 1, 2023
The new name is no random mix. According to the company, the first half of the name (“Found”) represents the company’s constant curiosity in search of innovation; the second part (“ever”) denotes the agility and drive to continuously adapt to changing needs.
The rebrand has been on the works for over a year. Sitel originally filed for a trademark on the Foundever name in February of 2022.
According to the filing, the trademark will apply for the provision of goods and services related to software and computer applications; market studies and surveys; insurance; computer consultancy services; telecommunication services; and telephone support training, among other things.
Miami-based Sitel grew into a BPO giant in 2021 when it acquired its US counterpart Sykes in a US$2.2 billion deal. The acquisition came with more than 60,000 skilled employees and 65 delivery centers spread over 20 countries around the globe.
As a result, Sitel’s global workforce grew to 170,000 employees, with sales surpassing US$4 billion. Today, the company handles over 9 million customer calls per day and serves over 750 brands in 45 countries worldwide.
Foundever says it will place a higher priority on services such as sales and retention, technical and back-office support and collections while continuing to combine new technology tools with data analytics.
While Uberti acknowledges that customer experience (CX) is still “rooted in human-to-human interactions,” his company’s offerings include self-service solutions, such as AI-powered bots.