Long-term relations with our clients

Javier Serafini

Javier Serafini

CEO de CAT Technologies


CCSUR, 18/12/2014

Please identify the main points where CAT adds value to customers.

Javier Serafini: CAT reacts promptly to requirements, strives to identify our customers` needs, their culture, their goals and fears regarding an outsourcer integration relationship and tries to clear these particular issues and generates a virtuous circle.

The virtuous circle is built on establishing rapport with the client’s culture and giving positive signs regarding the company´s strength, an appropriate labor relationship management, comply with high standard certifies as COPC or rely on first level studies our information audit.

For clients, trust is the outsourcing´s key value. They trust that CAT will interpret their culture, know their key KPI and achieve their goals.

Services provided to a customer in an outsourcing agreement must constantly evolve, otherwise the relationship wouldn´t last. Most of our customers have worked with CAT for five years and with all of them we somehow evolved.

 How was 2014 for CAT in overall?

 JS: 2014 was a positive year with growth parameters that happened in the last six or five years.

CAT grew from 200 to 1600 people in that period. Which means, in terms of business and growth, that virtually all the objectives have been achieved. We grew up in turnover, in staff, new customers and virtually no contract was terminated.

How many operation centers does the company have?

JS: We have two centers in Buenos Aires and one in San Luis, this one was recently incorporated with the acquisition of the Adval firm, located in the Technological Park of the University of La Punta, San Luis (Argentine province).

How did CAT manage to grow during the last years in Argentina?

JS: I think we could build a very solid, flexible and professional team, with skills and ability to restructure our business, maximizing opportunities and fundamentally with great dedication to reach the goals set by our customers.

In 2008 half of our projects operated for an offshore market and the rest for the local one. We had to focus promptly on the domestic market, and we did it no to only growing, but also without losing positions.

We had been very stable and we grew up. The Company adjusted its structure and processes to work in another company scale. We came from being a company with an only one center to become a three center company. Furthermore, we provided strategic and operational support to partners in different countries of the region.

We had the ability to strengthen us as an organization; we put together a good, flexible and capable management. All these years have been very encouraging for CAT, which led us to raise our standards and set ourselves new goals, even more ambitious.

Could you give us more details of the Adval firm incorporation?

JS: After a considerably long process where we competed with 5 or 6 colleagues companies, Grupo Supervielle decided to start negotiations with us in order to set up the operation.

Once negotiations were closed, the first step was to reassure the continuity of the project the Adval´s workforce. In May 2014, the company had 120 employees and now it has 175. And that explains it all.

La Punta, in the province of San Luis (Argentina), is a city designed with the characteristic of a city of the future that combines technology with nature and urbanism, in a natural way and with a very interesting projection. It is a city that was made from scratch, with urban concepts of the XXI century.

I thought that San Luis is the best place for CAT to set foot inside in a province because I think that the management carried out there has several points in common with our innovative vision and our solutions-oriented focus.

What is the range of services offered today by CAT?

JS: 5 or 6 years ago CAT was almost a 100 % outbound telemarketing company. Today it is more balanced. We have customer inbound projects for customer, sales, retention, collections and audit services, back office, fulfillment and multichannel attention.

We assist customers by chat and e-mail. We are in the midst of a pilot- test for attention on social networks with one of our clients. Our coordinated back office and fulfillment services for finance and insurance are probably the best in the market according to our customers´ level of satisfaction in those industries.

How is CAT adding new channels and in which kind of services?

JS: New channels are added as new generations of customers are join consumer activity and the decision making.

Companies have to set the contact points strategy into the channels where their customers are. The key to a successful approach is to understand that the customer decides the channel, not us.

There are marketing strategies to pull a channel with certain offers, but basically it should be clear that the customer is the one who decides.

Nowadays all companies adjusted their Powerpoint presentations, because they offer multichannel services, but they do not consider the meaning and reasons of the implementation strategy itself.

The entire organization must visualize the whole contact process in new channels. This means a dramatic change in the relationship between consumers and brands. This change should be cultural, not just technological. And CAT is strongly focused towards that.