Speaker Interview Richard McCrossan Strategic Business Director Genesys Written by LATAM DEF on April 5, 2018

We recently caught up with one of our Keynote speakers for the Nordics Digital Enterprise Festival, Richard McCrossan Strategic Business Director at Genesys, Richard is giving a Keynote talk on “Engaging The Digital Customer To Win” at our event in Stockholm next Thursday goto www.digitalenterprisefest.com to register.

We have a LIMITED amount of complimentary guest passes available to qualifying large Enterprise level brands click here the following link book a spot (read terms before confirming your place consultants, suppliers or vendors are NOT allowed access to the event) TICKETS

Hi Richard welcome to the event can you tell us a bit about Genesys?

Genesys are a customer experience technology company. We help our clients differentiate their business through CX, maximising lifetime value of their customer relationships by connecting moments across the customer lifecycle.
We are a global company based in California. Around 3 quarters of the world’s most iconic brands are our clients.

Genesys company video

As Strategic Business Director what does that mean for you on a day-to-basis?

Digital transformation is a dominant theme in customer experience. My role as digital lead for Genesys in EMEA is to listen to our customers’ digital customer experience problems and ensure that Genesys delivers solutions to meet those needs.

What brought you here? Was it your initial career path of choice?

I have a technology background and I started in Genesys 11 years ago when I recognised their vision for how CX technology can make a positive impact to consumer lives.

What is the best and worst part of the day for you?

My job requires me to travel a lot. This is one of the best parts of the job as I get to see many amazing places and I get to meet and experience many amazing varied people and cultures. But as a family man with 2 young children, travelling limits the time I get to spend with them. Finding the right balance is key!

What makes you passionate about the world of digital and technology?

Our life as a consumer is constantly evolving as a result of the Technology can make a difference in consumers’ lives.

What song do you listening to the most?

I listen to a lot of Christian music, so artists like Hillsongs and Paul Baloche are usually high on my playlist.

What do you enjoy doing when you are not at work?

I enjoy spending time with my two sons and when I’m not doing that I’m usually playing the guitar and singing with the band in my church.

Digital has already taken us on a significant journey both in business and in our personal lives. What big things do you think we should be looking out for in 2018?

Messaging and artificial intelligence will be dominant technology themes in CX in 2018. Facebook Messenger led the way somewhat and has supported business to consumer communication for a few years; now Apple, Google, WhatsApp and many more are entering this space and it will become the leading digital engagement channel for business-to-consumer engagement.

Artificial intelligence is entering a period of “reality check.” With many CX focused AI projects falling short of their potential, businesses will start to recognise that successful AI CX projects must be designed around the customer and seamlessly and intelligently blended with human assistance.

We will also see big businesses start to break down organisational silos as we enter an age of the next generation operating model. Businesses born in the digital age have an advantage that established business must overcome by breaking down functional walls and connecting together

And how about looking ahead to 10 years time?

Customer Experience will be a defacto top organisational priority for business and a next-generation operating model, with the customer at the centre of all business activities, will be commonplace. For those that don’t adopt it, the future looks bleak – it is estimated that 40% of today’s fortune 500 companies will not exist in 10 years time.

You are going to be speaking at our Nordics Digital Enterprise Festival next Thursday in Stockholm next Thursday, there you will talk about “Engaging The Digital Customer To Win”, can you tell us a little more about that (without giving too much away of course)?

Digital transformation offers many opportunities to deliver exceptional customer experience; but it is also full of pitfalls and it can be difficult for businesses to determine where best to invest to deliver the desired outcomes. My presentation will demonstrate best practice use of digital technology to deliver tangible and achievable outcomes – I want to translate the “art of the possible” into the “art of the valuable.”

For an organisation who may just be starting out on their customer experience journey, where could they start?

The first question to ask is “how many tools do my employees use for engaging with customers?” Likely the answer is “too many” – the first place to start for most business is to consolidate the employee engagement experience onto one omnichannel engagement tool. A tool that allows an employee to manage any interaction with a customer, no matter which channel it arrives on; and allows the employee to instantly see the full interaction history and context for that consumer.

As technology advances, do you think this will create more opportunity to improve customer experience or create more chaos and confusion to the multiple ways we can communicate with our customers?

Yes to both! Businesses can thrive in the chaos by building a centralised digital engagement strategy that plugs new channels into a common CX core. So as consumer choice explodes business can engage the consumer wherever they are.

Thanks for your time Richard!

Richard will be joining us to speak at the Nordics Digital Enterprise Festival next Thursday at the Radisson Blu Convention Centre, Stockholm. To find our more and who else will be taking centre stage, take a look at the conference agenda and book your tickets. www.digitalenterprisefest.com

If you have any questions or sponsorship inquiries email enquiry@digitalenterprisefest.com or call the team on 00 44 203 9500 565

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