Case Study: Sitel achieves a 32% CSAT increase and triples candidate reach with SHL’s AI-powered assessments

Sitel hires quality customer support team at scale, thanks to Aspiring Minds’ Artificial Intelligence based assessments

Sitel Group, a global leader in customer experience management, needed a scalable, predictive hiring solution to support a US retail client and deliver world-class customer service. Sitel required the ability to evaluate thousands of applicants quickly, assess spoken English, soft skills and customer centricity, and materially improve CSAT. Sitel partnered with SHL to deploy AI-powered language and situational judgement assessments—including an IVR-based SVAR and Customer Service SJT—to meet those requirements.

SHL implemented a combined 10-minute IVR assessment (SVAR + Customer Service SJT) that objectively screened candidates and correlated strongly with on-the-job CSAT (total r = 0.45; SVAR = 0.24; SJT = 0.37). The solution let Sitel evaluate ~7,000 applicants per month, triple candidate reach, and raised CSAT by 32% (60% of the gain from improved customer centricity, 40% from spoken English), while reducing interview load by advancing only highly qualified candidates. SHL’s AI assessments delivered clear, measurable gains in recruiting efficiency and service quality.

Sitel