In the outsourcing industry, especially in the customer experience segment, the difference between “good” and “exceptional” often lies in the details.
Details that most people never see, but everyone feels. ISO standards are exactly that: the invisible framework that defines consistency, security, and top-quality service, whether the client is in Belgrade, London, or Shanghai.
Silver Bell Group, as a company operating in multiple markets and providing services in several languages, has been building its reputation on these principles for years.
We spoke with Dejan Jontic, our General Manager, about how ISO standards impact day-to-day operations and, more importantly, client trust.
On ISO standards and CX
- When you say that SBG operates according to ISO standards, what does that mean in practice for a client in London versus a client from China or USA?
This is precisely where the greatest value of holding ISO standards lies. For a client in London, Beijing, or New York, this information carries exactly the same meaning. Anywhere in the world, holding ISO certification guarantees that the quality, reliability, security, and consistency of the services provided by SBG are maintained at the highest possible level, ensuring that the client’s operations remain at the top tier of quality. This directly contributes to building and preserving the client’s reputation and brand in any global market.
- What is the most visible way in which ISO standards elevate the quality of the customer experience we deliver?
First and foremost, adhering to the client’s procedures, as well as SBG’s own procedures derived from ISO standards, enables SBG to faithfully follow the client’s “DNA” and preserve its authenticity in front of its end users. In addition, by complying with the highest standards in data confidentiality and the client’s business processes, we ensure security and professionalism at every step.
- Can you share a specific scenario where the ISO process helped you avoid a potentially major problem or retain a key client?
One of the best examples would be the successful closing of a deal that we secured largely thanks to holding ISO certification. In strong competition with other BPO companies bidding to provide customer support services for perhaps the most renowned luxury car manufacturer from Germany, ISO certification set us apart from the rest, alongside other qualities that were decisive for the client in awarding the contract.
Even though the company did not have a representative office in the EU at that time, these standards, together with GDPR compliance, demonstrated the level of service SBG is capable of delivering.
On trust and reputation
- How critical are ISO standards when negotiating with clients from demanding and highly regulated industries (e.g., finance, healthcare)?
Different industries may focus on different ISO standards. Accordingly, ISO standards are highly diverse and cover various areas of business operations. Whether it is a product or a service, almost any process can fall under an ISO standard that serves as proof of quality, even those related to environmental protection.
This aspect is becoming increasingly important, particularly for SBG clients in the EU and China, where great attention and recognition are given to companies that conduct their business while preserving the environment.
- In the outsourcing industry, trust is measured in response time and delivery accuracy. How does certification help you build and maintain that trust?
The outsourcing industry is all about trust! It is very difficult for successful companies to believe that anyone outside their organization possesses the quality and expertise required to handle part of their operations or business. SBG’s experience of over 10 years across diverse industries and with clients from all cultures and regions provides a strong foundation.
However, when it comes to executing collaborations and projects, ISO standards play a crucial role in ensuring processes are easily transferred, employees are properly trained, and service delivery reaches its highest possible standard. At that point, the client’s trust, after initial validation, is fully confirmed, and clients cease to be just clients, they become long-term partners, which is something we are particularly proud of.
On the future and innovation
- How do you see the role and integration of AI within ISO standards evolving in the future?
When it comes to the synergy between AI and ISO standards, it already exists to a certain extent. ISO 42001 and ISO 42005 serve as the backbone for responsible AI practices within companies. For now, the focus remains largely on assessing potential harmful effects and the overall impact of AI.
Industries worldwide will increasingly demand regulations in the field of artificial intelligence, and I believe ISO standardization will continue to develop in that direction. SBG’s research clearly indicates that AI still has a long way to go before it can become an integral part of everyday business environments and systems at the level often promised. For now, both adoption and standardization remain at this preliminary stage.
