Bertelsmann & Saham Launch CX Business ‘Majorel’

Bertelsmann and Saham’s customer experience business, “Majorel”, launched; bold statement of intent on future growth

– Rebranding of former Arvato CRM Solutions, Phone Group, Ecco Outsourcing and Pioneers Outsourcing into Majorel
– Global presence in 28 countries, leading market positions in Europe, Africa and the Middle East
– Several hundred million Euros to be invested in digital capabilities and expansion in key growth markets
– Bertelsmann’s UK-based customer services business Arvato CRM UK will continue to operate as a separate entity, in a strategic partnership with Majorel

Thomas Mackenbrock, Chief Executive Officer of newly created customer experience services group ‘Majorel’, formally launched the new brand today with an ambitious statement of intent on its global growth strategy.

Majorel, which has more than 48,000 employees in 28 countries worldwide, is a leading player in Europe, Middle East and Africa and has a strong presence in Asia and the Americas. Early this year the company was formed by combining the worldwide customer service businesses of Bertelsmann, the international media, services, and education company, and Morocco’s Saham Group.

The business is aiming for a leading position in the global customer experience industry by investing heavily in its regional network and digital customer engagement capabilities. It plans to invest several hundred million Euros over the course of the coming years in geographical expansion and in digital capabilities and solutions including analytics, artificial intelligence (AI) and automation.

The formation of Majorel came about in response to seismic changes that are happening in the customer experience industry, driven by the rapidly evolving digital landscape. Research carried out on behalf of the company shows that within the next years, up to a quarter of existing contact center interactions could be handled by automated technologies, with this figure potentially rising to almost half by 2027.

This rise will be mirrored by a massive overall increase in customer interactions. Many of those will be handled completely automatically or in self-service, but also an increasing number by ‘tech-enabled’ humans. Experts estimate that that number of tech-enabled human interactions could almost double by 2027, creating new jobs as customer experience services move towards a human-AI hybrid model.

Thomas Mackenbrock, CEO of Majorel, said:

“We will see rapid growth and change in the customer experience industry over the course of the next decade. To meet the challenges and opportunities this brings, you need to find the perfect combination of people, technology and global reach.

“At Majorel, we are ready to invest in our future and take advantage of these opportunities. The investments we’re making in our people, in data, in technology, and in our regional network, will allow us to continue to deliver the transformation and reliability our clients need in our constantly changing world. As a result, we firmly believe we will be able to thrive in this exciting market; further strengthening our prominent position in EMEA, expanding our presence in emerging and growth markets, and continuing to expand our trusted partnerships with existing and new clients.”

Bertelsmann’s UK-based customer services business Arvato CRM UK, which delivers award-winning customer experience on behalf of major retail, automotive and public sector organisations, will continue to operate as a separate business.

Majorel and Arvato CRM UK will act as strategic partners, collaborating on international customer service contracts which involve UK delivery and UK-based contracts requiring an offshore component. The alliance will capitalise on Majorel’s global capabilities, locations and scale, and Arvato CRM UK’s already established reputation and industry-specific expertise in the UK, to provide clients with a flexible locations strategy offering.

Debra Maxwell, CEO, Arvato CRM UK, said:

“The quality of the customer experience brands deliver is now a key differentiator in competitive markets where customers expect seamless, responsive, and personalised contact.

Our partnership with Majorel will unlock new opportunities for Arvato CRM UK’s best in class offering, to provide international brands with seamless, locally-relevant customer services across their target markets.”

Alaa Elkhishen, who is responsible for Majorel’s UK business, said, “

We are extremely delighted to have Arvato CRM as a partner in the country. The UK is going to be one of the key markets for us. We aim to provide the best service, through the best processes, for the best value to our clients through optimised solutions which make the most of our global expertise with strategic use of our onshore and offshore capabilities.

What differentiates us is that we work as one team no matter where we are based. This gives us a unique advantage to draw from each other’s experiences and best practices. The goal is to give our clients a truly uniquely and innovative solutions specially designed to solve the customer experience challenges for their business.”


Additional Information

Majorel designs, delivers and differentiates customer experience on behalf of some of the world’s most respected brands. It provides classic customer communication as well as digital solutions such as social media and online communications, automated interaction and AI, analytics, self-service and other customer lifecycle solutions.

Majorel brings together Bertelsmann and Saham’s group’s worldwide customer experience businesses, including Arvato CRM Solutions, Phone Group, ECCO Outsourcing and Pioneers Outsourcing. The group has combined annual revenues of €1.2bn and over 500 clients globally across many industry sectors. It has more than 48,000 people in 28 countries worldwide, with market-leading positions in Europe, Middle East and Africa, while also having a strong presence in Asia and the Americas.

For additional information on Majorel visit their Website