In an era where customer experience (CX) defines business success, Startek, a global CX management solutions provider, stands out not only for its innovative solutions but also for its exceptional employee experience. At the helm of this transformative journey is SM Gupta, Chief People Officer at Startek. Under his leadership, Startek has cultivated a people-centric culture that resonates with employees worldwide and promotes inclusion and a sense of belonging.
A Unified Experience: The “One Startek” Philosophy
Startek operates in 12 countries with a diverse workforce of 40,000 CX experts serving customers in 38 languages. Maintaining a consistent employee experience across different geographies is paramount. “One Startek experience is manifested through our comprehensive Employee Value Proposition (EVP), GET-SET-GO, encompassing the entire lifecycle of our associates and caters to their needs,” says Gupta.
GET focuses on attracting and hiring individuals based on competencies and role-fit, creating a partnership that extends beyond employment. SET is about setting employees up for success through continuous learning, recognition, and mentoring. GO emphasizes growth, providing career avenues within Startek that enhance employability and professional success. This EVP framework ensures that all employees, regardless of where they are, experience a consistent and supportive workplace environment.
Strategic Initiatives for a Unified Culture
Gupta emphasizes that a unified employee experience is critical for delivering superior customer service. “The roadmap to Startek becoming an Employer of Choice begins by creating a contemporary workplace wherein each employee partners with the company for improving business efficiency, service quality, consistency and costs,” he explains.
Startek’s Integrated multi-pronged ‘Talent Engagement Architecture’ plays a crucial role in fostering this unified experience. The five key facets of this framework are: Career opportunities, Senior Leadership interactions, Transparent communication, Reward and Recognition Programs, and Employee Engagement Programs. Multiple initiatives undertaken under these facets are aimed at ensuring that all employees are well-informed, motivated, and connected.
For instance, the Internal Job Posting (IJP) Program offers lateral and vertical growth opportunities, while Open Houses and Townhalls provide forums for employees to interact with senior management. Regular employee opinion surveys help gauge satisfaction levels and morale issues, and address concerns promptly. Reward programs recognize functional excellence and adherence to organizational values, reinforcing a culture of recognition and appreciation.
Resonating Values and Objectives
Ensuring that company values resonate globally requires robust communication and reinforcement. “Startek has a set of very well-defined vision and mission statements which are translated into core values. We follow a robust communication campaign to deploy and articulate the values and objectives down to each individual employee,” notes Gupta.
New hires are introduced to Startek’s vision, mission and values during orientation, followed by continuous reinforcement through campaigns, townhalls, and communication mailers. Associates who embody these values are recognized and rewarded, promoting a culture where these principles are lived daily.
Leveraging Technology for Seamless Collaboration
Technology plays a pivotal role in uniting Startek’s global workforce. The implementation of Oracle HCM has streamlined HR processes across complete employee life-cycle from hire to retire, enhancing decision-making and productivity. Gupta says, “by leveraging technology, we have been able to streamline the entire recruitment process to ease hiring and ensure seamless candidate experience. Digitization of pre-boarding and onboarding activities has helped us bring positive impact with better tracking, reporting, and auditing.”
This unified HRMS system supports real-time analytics and reporting, providing an immaculate user experience and better self-service capabilities. Learning management systems and other digital platforms facilitate continuous learning, ensuring that employees have the tools they need to develop and excel in their roles.
Commitment to Diversity and Inclusion
Diversity and Inclusion (D&I) at Startek is not merely a slogan, but a key business imperative. Gupta highlights Startek’s unique hexagonal model of diversity, which includes Persons with Disabilities (PwDs), socio-economically disadvantaged individuals, gender diversity, indigenous people, mature age employees, and culturally and linguistically diverse people.
“Our primary focus is on inclusion of underprivileged people. The Global CEO acts as the Executive Sponsor for Diversity, and the Global CPO acts as the Change Leader spearheading the initiative,” says Gupta. Startek’s progressive HR policies and practices, such as flexi-time staffing models, making buildings accesible, training for enhancing employability and skill development act as catalysts for change.
The company’s commitment is evident in its achievements, such as hiring over 5000 PwDs in the last eight years and maintaining a healthy gender ratio of 50:50. Programs like Project 2nd innings, which supports returning mothers, and various engagement events celebrating diverse genders, underscore Startek’s dedication to creating an inclusive workplace.
Startek’s Tools and Resources for Employee Excellence
Startek’s learning strategy is structured and stratified to cater to different employee segments. For agents, the focus is on enhancing language capabilities and processing knowledge. Our signature ‘People Champion program’ helps first-time supervisors develop interpersonal skills and manage team performance effectively.
For senior executives and managers, Startek has partnered with a leading online learning provider to offer certifications in industry-vetted disciplines. The Capability Framework, encompassing 8 key behavioral competencies, guides the development of managers, ensuring they are equipped to lead effectively.
“Startek University acts as the ultimate resource for growth and development, allowing each employee to view developmental requirements and learning roadmaps for the role,” adds Gupta. “This comprehensive approach to learning and development ensures that employees at all levels have the resources they need to excel.”
Empowerment and Engagement Across Geographies
To empower and engage its diverse workforce, Startek employs various strategies, from impactful induction processes to job rotation and career growth opportunities. Gupta emphasizes the importance of effective communication and recognition. “We utilize effective communication through global and geo-level town halls to keep employees informed and connected,” he says.
Virtual engagement activities such as online games, virtual coffee breaks, and festivals, foster a sense of camaraderie and belonging among remote employees. A virtual learning platform provides continuous professional development opportunities, ensuring employees feel valued and connected to the company culture.
Looking Ahead: Priorities for Enhancing Employee Experience
Looking ahead, Gupta’s main priorities are to “continue to focus on creating an inclusive culture, employer branding, employee engagement and recognition, career progression through internal growth, and learning opportunities for all,” he outlines.
Gupta advises HR leaders to create a unified global workforce by understanding and respecting diverse backgrounds, establishing transparent communication channels, and developing progressive policies. Leveraging technology platforms for a unified employee experience is equally crucial. By focusing on these priorities, Startek aims to create a workplace where employees feel valued, engaged, and empowered to thrive.
Under SM Gupta’s leadership, Startek is not just a great place to work; it is a beacon of inclusivity, diversity, and excellence in employee experience. As Startek continues to grow and innovate, its commitment to its people remains unwavering, setting a benchmark for organizations worldwide.
