Sabio Group's CIO Stuart Dorman (pictured) has laid out forward-looking roadmap with a focus on transforming customer experiences (CX) using artificial intelligence (AI) as a linchpin for its growth ambitions.
For Dorman, these elements are part of Sabio's fundamental strategy to operate more efficiently and continue equipping businesses globally with the tools they require to elevate their CX.
“At Sabio, we think the world would be a better place if customer experiences were brilliant. At the heart of our ambitions continues to lie the Contact Centre (CC) – and specifically in ensuring that our customers’ contact centres are working harder for them. We are not just content in being a participant in this space; we’re aspiring to solidify our reputation as a premier contact centre specialist.
“AI and automation are also a key part of our future, and our vision here is clear: the automation of common customer inquiries and harnessing AI to significantly reduce failure demand. Using vast reservoirs of customer data not just for reactive solutions, but proactively enhancing the CX, stands testament to our forward-thinking approach.”
Dorman, who joined Sabio in 1998 and climbed the ranks to become CIO by 2016, noted that the firm is continually honing its expertise in all these domains, expanding its business both organically and through acquisitions over the years to cater to the rising demand in the market.
“A challenge for organisations is in being able to identify a customer engagement technology specialist that can demonstrate innovation and capability across the full realm of the contact centre, Customer Relationship Management (CRM), AI and automation and CX disciplines. That’s where Sabio is unique though and which has contributed and will contribute to our success,” he highlighted.
Partnerships crucial to growth
The digital experience transformation services specialist now boasts 7 global offices, a team of over 850 employees, and a turnover reaching £152.5m, helping it to become one of the fastest growing MSPs in the UK.
Dorman, who is responsible for championing Sabio's AI vision, credits partnerships with industry giants like Avaya, Verint, Nuance, Google, Twilio, among others, as also crucial to the firm’s growth, seamlessly incorporating their cutting-edge technologies into Sabio's portfolio.
“We’ve worked hard to diversify our partnerships and have added relationships and technical capability from some of the newer CCaaS and CPaaS vendors such as Twilio, Amazon Connect, Google Cloud and CRM-leader Salesforce. Indeed, the recent news of the closer collaboration of Salesforce and Genesys – and the unveiling of their CX Cloud offering – is validation of our strategy and our niche specialties.
“Typically, you don’t tend to find many technology partners who operate with credibility in both the CRM space and the CC space, and which has decades of expertise in AI also. That’s mainly because, in the minds of many people, they are substitutional rather than complementary. In fact, with the right approach they are entirely complementary.
“When you assess the exploding capabilities of CX focused ML, AI and automation solutions then it’s a really exciting time in our space and it’s this convergence of these markets that has helped with our growth in recent years. It’s also why we’re confident of establishing and maintaining Sabio as the leading company for brands looking to positively and digitally transform the customer experience they deliver to their customers.”
Human touch in the age of GenAI
Given Sabio's emphasis on AI, Dorman observes that AI's presence is becoming pervasive. It is steadily integrating into nearly every product and service, profoundly affecting customer interactions in diverse ways, he points out.
Now, with the emergence of generative AI (GenAI), Dorman highlights Sabio's ambition to be at the vanguard of this new frontier. “To fully exploit GenAI, an organisation will need to be very focused on managing knowledge and creating strong governance processes around this.
“Access to customer data, historical interactions and fulfilment services will be critical to drive the next wave of digital transformation made available by this enhanced capability with AI engaging directly with customers to solve problems but also supporting workers to be more productive and access real-time information, knowledge and insights as well as taking notes and summarising interactions to save valuable time and effort.
“As the next era of GenAI unfolds, we stand on the brink of a huge wave of potential productivity enhancements, and we intend to be at the forefront of that to help our clients not only prepare for it but fully exploit its potential in both service and sales.”
Yet, even with the ascent of GenAI, the ‘human touch’ also remains central to Sabio's strategy. “We recognise that the ultimate touchpoint in any customer interaction remains human. In a world of evolving technologies and ever-shifting paradigms, the challenges of human service are escalating.
“We’re aiming to redefine this dynamic by improving business processes to ensure that people – the heart of any organisation – are better managed and engaged. Our future goals are a harmonious blend of technology, human touch, and visionary leadership, all anchored in an unwavering commitment to creating brilliant customer experiences.”
6 growth enablers for MSPs
Dorman emphasises that while AI and the human element is integral to Sabio's strategy, for MSPs to achieve comparable growth, they must prioritise six pivotal areas.
Firstly, Dorman champions a customer-focused approach, urging MSPs to "tailor solutions to target market pain points."
Innovation is paramount, with Dorman advising to "stay ahead of tech trends."
He also recognises the transformative power of strategic acquisitions, noting how they helped expand Sabio's customer base and global reach.
"For growth oriented MSPs," Dorman suggests, "seeking acquisition opportunities can often fast-track value beyond organic growth."
Alongside, the importance of continuous training, forming strong partnerships, and harnessing market intelligence can't be overlooked.
“By staying informed, MSPs can anticipate changes – such as we did with the converging markets - and adjust its strategy proactively, ensuring sustained growth and relevance in the market,” he concluded.
