Interviews

Martech Interview with the Chief Marketing Officer, TTEC – Nick Cerise

Nick Cerise from TTEC talks about the art of customer experience and how data is enhancing the crucial functions of CX in the martech world.

 

Humans will always be essential to delivering personalized customer experiences, but to scale to the COVID-19 digital world we are all living in, both employees and customers need technology to keep them safe, engaged, and productive

1. Tell us about your role in TTEC?
I am the Chief Marketing Officer of TTEC (CMO)

2. Can you tell us about your journey into this market?
I joined TTEC in 2019 after spending 13 years in the financial services industry. It’s a brand-new industry and company for me but it’s been a great experience to have to get out of my comfort zone and learn something new.

3. How do you think technology is upgrading marketing Sector?

Humans will always be essential to delivering personalized customer experiences, but to scale to the COVID-19 digital world we are all living in, both employees and customers need technology to keep them safe, engaged, and productive.

One example of this is our customer Volkswagen, who is delivering their customer experience via phone, live chat, messaging, social media and through a virtual showroom/live tour, rather than the traditional auto-dealership experience, which is nearly impossible to do in today’s conditions. Since digital channels are the primary ways that customers experience brands, technology is necessary to deliver the experience, and enable marketing teams to deliver personalization at scale through AI and intelligent automation.

4. How has introduction of AI empowered marketing professionals?
TTEC recently won Contact Center World’s “Disruptive Technology of the Year” for its AI-powered training product “RealPlay”. With RealPlay, an AI “customer” poses issues to an associate and listens in to the associate’s response. It then scores the response and delivers real-time feedback on how well they answered the questions that the “Customer” proposed to them. Since a big part of our business is helping marketers outsource inside sales to our team, it means that we can provide great talent that can rapidly be trained to deliver your message to prospects and customers, enhancing the overall customer experience from presales to postsales.

5. How does your Omnichannel Orchestration help marketers in delivering better customer experience?
It is undeniable that customers don’t want to wait in line to get what they want. When we implemented a new digital conversational messaging platform for an unemployment state bureau, we saw that 35% of their voice calls migrated to digital interactions and delivered a 50% cost savings benefit in weeks. What this tells us is that when given the option, customers want to interact with brands and organizations on digital channels, and it’s imperative that organizations work with a partner than can help them orchestrate those experiences.

6. How do you define your CX Analytics?
For us, CX analytics help organizations get a 360° view of the customer journey and understand customers’ expectations and needs As a first step, we utilize guided text analytics to examine unstructured phone logs and determine the root causes of calls. We then develop an actionable system of categories and sub-categories to classify and quantify customer issues. We integrate this robust call interaction detail with customer-level information in a cloud-based reporting platform. Automated data visualization dashboards identify key customer metrics and the next best places for immediate investment. The insights from the platform help justify investments in product improvements, associate training and enhanced customer self-help options. For instance, our AI-based training can be designed to train associates on the best response for the most common issues.

7. What tips would you like to give to our audience to deliver better customer experience?

The most important tip we can provide is to prioritize your employee experience. Employees represent your brand and if they don’t have a good experience with fundamentals like training, their workspaces, and your organization, it will be difficult for them to provide positive experiences to your customer.

Second, automate as much as you can. It may seem easy to open up a window on a browser to access customer data, but if you’re having to do that dozens of time a day, it easily impacts your employee experience. There are many ways we can leverage RPA/RDA to make the employee experience more meaningful and less mundane and we encourage brands to leverage our deep experience to help them identify areas where automation can be readily deployed.

8. What advice would you like to give to the technology Start Ups?
Technology startups are some of our favorite customers because they understand immediately how a great customer experience could be their differentiator. Customers want fast, effortless and riskless experiences and we can be your turnkey partner to ensure that your customer service is as good as your product.

9. What work-related hack do you follow to enjoy maximum productivity?
Once a quarter, I schedule a face to face for a couple of hours for each member of my leadership team. When I truly understand what motivates my employees, it’s easier to align work priorities to their priorities and saves me a ton of time in having to manage their daily actions because they are empowered to make their own decisions.

10. How do you prepare for an AI-Centric world?
Artificial Intelligences need to be fed vast amounts of data to be effective. Many things you may not think are important, e.g. Q&A’s, can help train a bot that can help your customers self-serve so definitely keep track of all of your content in a centralized repository. When content is fragmented, it makes it harder to train your AI and deliver personalized customer experiences.

11. What are the major developments you are planning, in recent time?
We are developing new use cases for our award-winning AI-empowered training solution RealPlayTM. At the moment, it can train associates to provide more relevant responses to customers, but we believe that all types of training can be improved using our gamified solution.

12. Can you tell us about your team and how it supports you?
My team is comprised of marketing athletes that have unusual backgrounds across multiple disciplines. They were recently named by Sirius Decisions for program of the year because they produced 150% year-over-year increases in lead generation, 317% year-over-year increases in leads that converted to marketing, a lead conversion that jumped from 48% to 72% and 592% YOY growth in marketing originated bookings. In short, they deliver results by leveraging some of our own outsourced sales services we offer to clients and that helps me to focus on other priorities that the business needs.

13. What movie inspires you the most?
Miracle. It’s classic story telling, which I think is an important skill to have nowadays, but also, it’s a story where the hero isn’t an individual, but a team. Marketing is so complex nowadays that it’s much like the Olympic hockey game that’s being depicted in the movie. In marketing and in hockey, there’s speed, brute force in some cases, egos and there’s a lot of random adjustment as conditions change. You need to build a good team of player coaches who not only bring great skills to the game but can also work well as a team to achieve the most goals.

14. We have heard that you have a very joyful work culture, so can you share with us some of the fun pictures of your workplace?

15. Can you give us a glance of the applications you use on your phone?

 

Mr. Cerise joined TTEC in 2019. Prior to joining TTEC, Mr. Cerise was the Global Head of Payments, Product and Marketing at Travelex, the world’s leading non-bank foreign currency supplier. Prior to that, Mr. Cerise was the chief marketing officer at Western Union Business Solutions, a leading provider of cross-border business payments. He holds an MBA from Loyola University of Chicago, and a B.S. in Finance, Management and Computer Information Systems from Wartburg College.


TTEC (pronounced t.tec) is a global customer experience company that designs, builds and operates captivating omnichannel customer experiences on behalf of the world’s most innovative brands. The Company provides its outcome-based customer engagement solutions through TTEC Digital which designs and builds customer experience consulting and technology solutions and TTEC Engage which operates customer care, growth and trust and safety services. Founded in 1982, TTEC partners with business leadership across marketing, sales, and customer care to design and deliver a simple, more human customer experience across every interaction channel. The Company’s 50,000 employees operate on six continents across the globe and live by a set of customer-focused values that guide relationships with clients, their customers, and each other.

https://www.ttec.com/

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