The professional arc of Helena Guardans, the current president of Webhelp in Spain, is a study in adaptive leadership. Her strength lies in embracing new technologies that have reshaped every corner of work, fueling transformation across industries. A native of Barcelona, Guardans is 62 and studied at Esade, with a double focus on international business and advertising at New York University. Her career has centered on customer service, an area that has grown increasingly technical and now leverages artificial intelligence as part of its toolkit. She serves on the board of directors for Fira de Barcelona, sits on the board of trustees for the Universitat Oberta de Catalunya (UOC), and is involved with the Sifu Foundation and the Liceu, among other organizations. Guardans is also a board member at TravelPerk, noted for its rapid growth and innovation in the travel tech sector.
When asked about her drive to develop companies that weave high technology into their core operations, she emphasizes that the essence remains marketing: delivering excellent service through people. She reflects on the early days of the internet with a pragmatic eye on ongoing expansion. “They said that when the Internet arrived, I would be finished. But work didn’t stop; it evolved. I treated it as an ongoing opportunity the same way I did when mobile phones emerged and then messaging apps like WhatsApp appeared,” she explains.
Today, the conversation shifts to artificial intelligence-based chat systems. Guardans argues that the difference between a playful exchange and a non-existent one lies in the human team behind the technology. The emphasis is on real, meaningful engagement that combines digital tools with human judgment.
perfect service
Looking back, one recalls a time when many companies outsourced customer service to curb costs. The prevailing mindset was that customers were disposable; if one left, another would come. Yet a turning point arrived when leaders realized that acquiring a new customer often costs more than keeping an existing one happy. A satisfied customer also tends to attract others, reinforcing the value of a client-centric approach.
Webhelp’s journey culminated in its acquisition by Concentrix, a major presence in Asia, for €4,471 million. The shift in ownership did not end outsourcing itself; rather, it reframed outsourcing as a strategic response to digitization and globalization. Businesses began to seek partners who can deliver outstanding service while navigating increasingly complex environments. Guardans notes that the goal is to have a single service provider capable of managing multiple needs across markets, a view that aligns with Webhelp’s global strategy. The Barcelona-based operation continued under the Webhelp umbrella and expanded its footprint with ongoing investments in technology and talent.
Guardans’ early career began in the United States as the head of a call center, followed by a return to Barcelona where she ventured into advertising. She founded Singular in 1994 to focus on customer service excellence. The company started with a modest team in 2001 and grew to around 60 employees; investments in technology and innovation were essential, attracting capital and strategic partners who guided the group through rapid change. Eventually, Sellbytel acquired a majority stake, enabling operations across several European markets from Barcelona.
for the rest of the world
The enterprise already boasted a robust 3,400-person workforce and a broader European reach, yet its leadership recognized the need to expand globally. Guardans explains that customers increasingly want a single partner who can manage diverse needs worldwide. The strategy of expanding into more markets led to a buyback by Webhelp in 2018. Under the Webhelp umbrella, the Spanish division delivered €220 million in 2022, showing a slight year-over-year decrease from 2021. In 2023, the group opened a 23,000-square-meter headquarters in Barcelona’s 22@ district, signaling continued growth and investment in the city’s tech-forward district.
wait
The cautionary note about waiting for the perfect moment to start a project resonates with Guardans. She stresses that one cannot wait for every detail to align before acting, because disruption often arrives suddenly. Guardans and Singular showcased this philosophy: a decision that seemed timely at the moment proved pivotal even if personal circumstances later shifted. She encourages others, especially mothers, to carve out space to grow and care for themselves, arguing that personal well-being fuels professional impact. The lesson is clear: dedication to one’s own development can amplify value for the teams and communities one serves.
This is not the end of the story. Following the merger with Concentrix, a deal initially valued at around $4.8 billion (approximately €4,471 million) will be finalized with Webhelp’s results closing at year-end. Guardans notes that heightened vigilance in the outsourcing industry strengthens performance and broadens client reach. The plan includes pursuing public-market opportunities to extend worldwide coverage. Concentrix, with its strong Asia presence, contrasts with Webhelp’s extensive European and American footprint, highlighting complementary strengths rather than direct competition. Guardans hopes to remain as non-executive chair in Spain after the integration, while maintaining a focus on women’s leadership and nonprofit initiatives and on partnerships that promise substantial value for clients and communities alike.