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Sabio Group appoints new Managing Director for Sabio Spain


Callware CEO to head Sabio Group’s combined Spanish operations

Sabio Group, Europe’s largest independent customer experience full-service technology provider, has appointed Santiago Martinez Contreras as Managing Director of Sabio Spain.

Santiago Martinez Contreras was previously CEO of Callware, the specialist contact centre, analytics and process optimization solutions firm that he founded in 2001 and that was acquired by Sabio Group in January 2019.

As Sabio Spain’s Managing Director he will focus on helping the company’s customers to fully embrace and maximise value from the very latest customer experience technologies. These include AI-powered self-service, channel-agnostic customer engagement tools and elastic cloud platforms.

Jonathan Gale, CEO of Sabio Group said: “Santiago brings deep sector experience and proven leadership skills to his new role. This will be key as he takes the combined Sabio Spain business forward, bringing together our local Sabio, Callware and Team vision operations to create a true CX powerhouse with critical scale for our Spanish and South American customers.”

“Sabio Spain brings together innovative CX technologies and expertise, and this means we’re ideally placed to support brands at every stage of their CX journey,” added Santiago Martinez Contreras. “I’ll be focused on building on Sabio Spain’s existing momentum, helping these and other organisations to realise their business goals by transforming their customer experience.”

Sabio Spain works with major brands including Abanca, Atento, Axa, Bankia, Banco Sabadell, BBVA, Caixabank, El Corte Ingles, Linea Directa, Orange, Sanitas, Securitas and Telefónica.


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