Assistance Services Group (ASG), now fully integrated into Foundever (following the acquisition of its parent company Sykes by Sitel Group, which then rebranded to Foundever), was a prominent Canadian provider of specialized assistance services and business process outsourcing (BPO) solutions. ASG focused on delivering critical support in areas such as roadside assistance, customer care, health and wellness program support, and emergency response services. Renowned for its commitment to quality and reliability, ASG catered to a diverse clientele, leveraging skilled professionals and technology to provide empathetic and efficient customer experiences. Its operations and expertise are now part of Foundever's broader global customer experience (CX) offerings in the Canadian market.
Historically served as the central hub for Assistance Services Group's operations management, strategic planning, service delivery, and corporate functions for its Canadian assistance services. Now part of Foundever's network.
Likely a modern office facility equipped with contact center infrastructure, training rooms, and administrative spaces, designed to support large-scale customer interaction and assistance program management.
The work culture at ASG was likely characterized by a strong emphasis on customer service excellence, empathy, problem-solving, and teamwork, essential for delivering effective assistance services. This focus would be on supporting both clients and end-users in moments of need.
This location was historically significant as the core operational center for coordinating Assistance Services Group's specialized assistance programs across Canada, establishing its reputation in the Canadian market before its integration into Sykes and subsequently Foundever.
Assistance Services Group itself was primarily focused on the Canadian market. However, through its parent company Sykes, and now as part of Foundever, its operational capabilities and service reach are part of a global network. Foundever supports clients worldwide with an extensive network of contact centers and remote associates, offering multilingual, omnichannel customer experience solutions across numerous industries. ASG's expertise contributes to Foundever's Canadian and North American operations within this global framework.
1255 Western Road
London
Ontario
Canada
Address: 2000 McGill College Ave, Montreal, Quebec (Representing a past Sykes/Foundever operational site)
To deliver comprehensive, multilingual customer assistance and support services across Canada, particularly serving the French-speaking population and complementing the services managed from the London, Ontario hub.
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As of April 2025, Assistance Services Group' leadership includes:
Assistance Services Group has been backed by several prominent investors over the years, including:
No specific executive movements for Assistance Services Group as a distinct entity have been publicly reported in the last 12 months, as it is fully integrated within Foundever. Leadership changes would occur at the Foundever corporate or Canadian regional leadership level.
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Historically, email formats for Assistance Services Group would have likely utilized a dedicated domain (e.g., @asg.ca or @assistanceservicesgroup.ca) or aligned with its parent company, Sykes (e.g., @sykes.com). Common formats include `first.last` or `first_initial+last`. Since ASG's integration into Foundever, any current personnel would use Foundever's corporate email system (e.g., `...@foundever.com`).
[first].[last]@assistanceservicesgroup.ca (historical example)
Format
jane.doe@assistanceservicesgroup.ca
Example
10%
Success rate
Foundever • March 1, 2023
Sitel Group, which had previously acquired Sykes Enterprises, Inc. (the parent of Assistance Services Group), officially rebranded to Foundever. This change consolidates all its acquired entities, including the legacy operations of ASG, under the new Foundever global brand, aiming to simplify and strengthen its customer experience offerings....more
Business Wire • August 26, 2021
Sitel Group announced the successful completion of its acquisition of Sykes Enterprises, Incorporated. This strategic acquisition brought Sykes, and its Canadian division Assistance Services Group, into the Sitel Group family, significantly expanding its BPO and customer experience capabilities globally and in North America....more
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