Cristina Man, General Manager, Valoris Center: A challenge in building a strong organizational culture is the resistance to change

In 2024, Valoris Center celebrated the company’s 18th anniversary. During this time, the company has built our reputation on trust, reliability, and exceptional service quality, as Cristina Man, General Manager, Valoris Center told Outsourcing-Today in a recent interview.

“In the business environment, these are more than pillars; they are a commitment, and at Valoris, they are also confirmed by our achievements,” Cristina Man underlined.

The pillars  of maintaining a good organizational reputation

Moreover, for our organization, several key elements stand out as our main strong points. First comes flexibility, because we understand that every customer is unique and has specific needs. Our ability to adapt and tailor our services to fit those needs sets us apart. This flexibility allows us to act seamlessly as an internal department for our customers, ensuring they receive the same level of care and attention as they would from their own team.

Next, we emphasize service quality, which is at the heart of everything we do. We are committed to delivering top-notch customer care, and this dedication is reflected in the satisfaction and loyalty of our clients. Our multilingual capabilities also mean we can effectively support a diverse client base, enhancing their overall experience. Employee development is our commitment to our people. We believe that happy, well-trained employees are the key to providing excellent customer service. Our focus on creating a place of growth and development for our staff means they are motivated, knowledgeable, and ready to go the extra mile for our customers. This positive work environment translates directly into the quality of service we provide.By nurturing flexibility, service quality, and employee development, we not only uphold a strong reputation but also ensure that we are consistently meeting and exceeding our clients’ expectations.

Building a strong organizational culture is approaching the resistance to change

One of the main challenges in building a strong organizational culture is resistance to change. Employees may be reluctant to adapt to new cultural norms, especially if they contradict long-standing practices. Clear and consistent communication is also crucial. Conflicting messages or a lack of communication can undermine efforts to establish a cohesive culture. Additionally, aligning each employee’s personal values with the organization’s values can be difficult, particularly in a dynamic environment focused on continuous improvement. Ensuring consistent implementation of cultural policies and practices is another hurdle, especially when operating across multiple locations or with geographically dispersed teams.

On the other hand,  a strong organizational culture leads to increased employee engagement, making people feel connected and motivated. This positive environment boosts productivity and performance, as colleagues thrive in a supportive setting. An appealing organizational culture also attracts top talent and reduces employee turnover, enhancing recruitment and retention. Furthermore, a culture that encourages collaboration and openness to new ideas fosters innovation and finally, a robust organizational culture builds a solid reputation both internally and externally, opening up new business opportunities and collaborations.

Winning at the race for talent

To attract and retain talent in a competitive and ever-changing environment, we have streamlined our recruitment process through automation and virtual tools, facilitating online assessments and virtual interviews. This allows us to reach a wider and more diverse talent pool efficiently and respond to candidates swiftly, which is crucial in our high-volume industry.

Moreover, rather than focusing solely on academic qualifications and experience, we prioritize relevant competencies and skills. This approach attracts candidates who can bring fresh, innovative perspectives to our team.

Valoris is a community and we aim to nurture it. Therefore, our referral program rewards employees for recommending suitable candidates, helping us attract talent already aligned with our organizational culture.

We also invest in branding strategies to maintain an attractive reputation in the job market. Our recruitment team works passionately to promote our work environment, benefits, and professional development opportunities, starting from the first contact with candidates.

Our strong and positive organizational culture plays a crucial role in attracting new team members.

We emphasize the importance of innovation, collaboration, and diversity in recruitment materials and candidate interactions. We actively promote an inclusive and diverse work environment, drawing candidates who value these principles by encouraging the hiring of individuals from varied backgrounds and perspectives. Moreover, our commitment to personal and professional development, merit recognition, and work-life balance enhances talent retention, and we are grateful for our cohesive team where people contribute, support each other, and grow.

As businesses continue to evolve, outsourcing remains a cornerstone strategy for organizations looking to streamline operations, reduce costs, and enhance efficiency.

The outsourcing industry is dynamic, adapting to technological advancements, global shifts, and changing business needs. Sectors like IT, healthcare, finance, and HR lead the way in outsourcing. It’s not just large companies; in 2023, 90% of small businesses across industries planned to outsource.

The global business process outsourcing market is currently worth more than $260 billion, and analysts predict it will double by 2032. With the rise of robotic process automation (RPA) and AI-integrated tools, human support will shift significantly. Digital skills, combined with an analytical mindset and experience, will become key differentiators within the labor force. As BPOs evolve to become more data and tech-driven, they need a workforce that supports this dynamism and technological adherence, which both BPOs and their partners crave.

While proven soft skills cohesion is already a differentiator among candidates and employees, domain expertise will ensure certain candidates a dedicated slot within the centers, especially in industries requiring specialized input, such as pharma, IT, and finance. Currently, employees in centers are often preferred to be new entrants with less experience in the professional area, allowing the company to train them in desired skills. However, in the future, specific areas of expertise will be highly desired. This will give momentum to universities and specialized schools in technical, financial, medical, and other domains. Another emerging trend that will require experience and expertise is the world of social media. Employees proficient and active on digital platforms will have an advantage in helping companies tailor their strategy and image on digital channels and social media.

Growing diversity

At Valoris, we see diversity as essential for innovation and success. We started with inclusive hiring practices and trained recuriters to recognize and reduce unconscious biases, ensuring we attract a diverse range of candidates.

More over, our leadership is committed to diversity and inclusion. They have the skills to lead diverse teams effectively and inspire everyone to achieve our business goals.

We also offer a flexible work environment because we understand that diversity includes different ways of thinking and working. We provide remote work options, flexible hours, and other initiatives to help employees balance work and life. Our commitment to diversity goes beyond our organization. We engage with diverse communities through partnerships with NGOs that have acces to communityes facing social and financial hardships. This not only helps the local community but also enriches our own spirit.

Valoris is committed to high employee engagement, achieved through open communication, merit recognition, continuous development, and work-life balance.

To name just a few initiatives: we set—up regular team and cross meetings and feedback sessions to build trust and belonging in the Valoris Community. We also celebrate performance monthly, then quarterly through our Valoris Superheroes program, where top performers share their experience at Valoris with the community and annualy, by nominating our talents to competitions dedicated to the Business Services Awards.

We nurture personal and professional development, with training courses, workshops, and online resources support growth, and we constantly adapt by adding modern resources, such as a micro-learning platform.

More over, our flexible working hours promote a healthy work-life balance where our collegaues feel valued and respected. We also empower experienced colleagues who guide newcomers for faster integration and skill development.

This year, we cover three main areas with our projects dedicated to our community. The first one is social responsability, where we encourage our colleagues to be aware of the environment and local communities all toghether, by involving them in our CSR projects.

Secondly, we organise virtual and physical events and competitions to foster collaboration in the Valoris Community. This year, to celebrate Valoris’s 18 years anniversary we invited our coworkers to write short nominations for the colleagues that earned their respect and friendship. We received so many entries that our jury was overwhelmed, but at the same time, it was satisfying to see how people bonded during the years and what they valued about each other.

More over, Valoris Olympics, our traditional event, where colleagues form teams that participate in a 6 challenges tournament, reached its 12 edition this year. We gathered in Bucharest on a sunny day in May and toghether with the colleagues that competed we filled a sports field with joy, fairplay and competition. We already prepare a new surprise for august, when we’ll invite our colleagues to shocase their photograhy skills. Last, but not least, we lean on employee surveys. We truly believe that regular surveys help us gather feedback to improve engagement strategies. We ask our colleagues for feedback in every stage of their experience with Valoris to be sure we are fulfiling expectations and get to improve by any chance.

Believing in social responsability

Regarding CSR, we believe in continuity for all the projects we get involved in. In 2020, we initiated our program, “Small Steps Towards a Better Future,” by creating an ongoing partnership with humanitarian organizations that work with children living in Romanian foster care centers. Over the last four years, we have engaged in donation campaigns to cover their basic needs and support their education.

This year, we continued the partnership with the Youhub association, by donating home appliances to support young individuals who have grown up in the foster care system. With recent government changes, foster care centers in Bucharest have closed their doors, prompting a transition to more nurturing environments, such as family-type homes and apartments that need furniture and appliances.

Another initiative we continued this year is our “Be Part of the Change” challenge. We invited our colleagues to initiate or get involved in activities that protect the environment in their communities and awarded those who accepted our challenge.

Last year, we also started a partnership with the Children’s Day Centre “Casuta Sperantei” in Pantelimon. Inspired by our annual event, the Valoris Olympics, we organized the Mini-Olympics, an event now in its second edition, where all children were winners and got prizes.

Learning & development in BPO industry is paramount

In the BPO industry, continuous learning and development are crucial for staying competitive and meeting the evolving demands of our clients. We recognize that traditional learning methods must adapt to the fast-paced market and changing requirements. E-learning, especially microlearning, has become a critical component of our training programs. Microlearning offers several advantages, including increased engagement, better retention of information, and the flexibility to learn in short, focused bursts that fit into busy schedules. This approach ensures that our employees can continuously upgrade their skills efficiently and effectively.

Given the rapid advancements in technology and the shift towards more data-driven and tech-centric operations, it is essential to invest in several key areas, that include: keeping the team updated on digital tools and platforms, including automation and data management, to improve efficiency and service quality, providing specialized training in regulations, compliance, and process optimization enhances service quality and facilitates the transition to Knowledge Process Outsourcing (KPO).

Moreover, fostering a collaborative environment through programs that improve communication, problem-solving, and data analysis skills is essential. Additionally, As our company grows and evolves, developing the next generation of leaders is crucial. Investing in leadership development programs ensures we have a pipeline of capable leaders who can drive the company forward and manage teams effectively in a dynamic environment. By strategically investing in these areas, we can ensure that our team remains adaptable, skilled, and ready to meet the challenges of the future, thereby maintaining our competitive edge in the BPO industry.

Strategically investing in three main areas to sustain and accelerate business growth

Our company is on a stable growth trajectory this year, reflecting our significant business evolution.

A significant focus and achievement is our multilingual customer support, which has seen increased demand and success compared to past years. This expertise continues to differentiate us in the market, enhancing both our service offerings and our appeal to potential clients.

• First, we are committed to process automation, continually seeking ways to streamline and automate our operational processes. This not only increases efficiency but also enhances the quality of service we deliver to our clients.
• Second, we prioritize our people. Our focus on talent retention is evident, with 81% of our current management team promoted from within. We are constantly developing new initiatives to retain and nurture talent, recognizing that our people are our most valuable asset.
• Lastly, we are significantly enhancing our marketing efforts. With a 45% increase in our advertising budget compared to last year, we are vigorously promoting our solutions, particularly our multilingual services and flexible approach that allows us to perform in various industries and markets. This robust marketing positioning is designed to showcase our capabilities and drive business growth. These targeted investments in process automation, talent retention, and marketing are crucial to our ongoing success and position us well to meet future challenges and opportunities. Our proactive approach ensures we remain competitive, innovative, and responsive to the evolving needs of our clients.