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Verint® Systems Executive Interview
Ryan Hollenbeck, SVP, Global Marketing, Verint® Systems
What are the plans on the horizon for the Verint company in
the coming year?
This is an exciting time for the Verint company. We
have just spun out our Cyber business so that we can become wholly focused on
customer engagement. This allows our customers and partners to have
confidence that everything Verint is working on – from development to services
and support – is devoted to the customer engagement market. It also gives
us the chance to reimagine the Verint brand, leading with a new perspective
that wakes up the market and takes advantage of this unique inflection point as
Verint becomes a pure-play customer engagement company.
We think customer engagement is the heartbeat of global
brands. And new Verint is uniquely positioned to help customers discover
possibilities barely imagined a few years ago. We want customers for
life. We work to earn this right every day.
Verint helps the world’s most iconic brands build enduring
customer relationships by connecting work, data and experiences across the
enterprise. With this approach, brands can navigate and thrive as they adapt to
the future of work, eliminate the inefficiencies created by organizational and
data silos, and deliver differentiated experiences at scale and consistently
across every interaction.
How do you expect the customer engagement market to change
in the future?
It’s changing as we speak! Powerful forces of change
are having a profound impact on brands that will last for years to come.
Consumers are going digital-first at an accelerated pace, with preferences for
self-service and new social channels becoming the norm. At the same time,
consumers have increased expectations for informed, relevant and authentic
interactions – including human assistance when they need it.
The combination of these forces places pressure on companies
to change how they engage with their customers. Brands must adapt to the future
of work. They need to address generational shifts in their workforce and manage
them as they work from anywhere. They need to balance a workforce of humans and
bots efficiently. Brands have to work even harder to ensure that new
organizational silos aren’t created as they interact with customers across an
increasing number of channels – often with pressure to respond in real time.
Many times, companies find themselves unable to meet the rising customer
expectations with their current resources, which creates a gap between
resources available and their ability to deliver the desired experience when
they engage with a customer.
At Verint, we believe boundless customer engagement is the
desired approach for navigating this inflection point.
What are some ways you think the COVID-19 pandemic has
permanently altered the way companies do business?
The pandemic has altered the way we will work forever. The
agility organizations have displayed, and especially in the customer engagement
market, has been remarkable. The best brands continue to adapt and
respond to the environment and are finding new ways to thrive. It all
starts with the workforce. Today’s modern workforce and the actions they
need to perform are evolving quickly. More bots are being deployed, and a
hybrid workforce of humans and bots is emerging. A younger and more
digitally-savvy workforce requires modern apps and new workflows. Greater work
flexibility has become critical, so that people can work from any location,
across channels and departments and can adapt quickly to an ever-changing
environment. This is the future of work, and it needs to deliver on the promise
of an elevated customer experience and greater operational efficiencies.
Empowering the new workforce of humans and bots requires
organizations to design a healthy balance of both. The human workforce is
finding new ways to become truly engaged while also remaining accountable for
achieving goals either themselves or by empowering the work of robots.
Enabling connected work across all silos is critical in a
future of working from any location and dynamically sharing work across the
contact center, back office, branch, and other customer touchpoints.
Driving real-time work is the most effective way to elevate
customer experience and drive efficiency. Real-time, in-the-moment analytics
can make a big difference in the workforce from efficiency to quality to
engagement. All helping deliver faster and more contextual responses to
What emerging trends have you heard from your customers and
the market at-large?
Two significant trends we continue to hear about from
customers are the need to build more enduring relationships with their
customers and the goal of unlocking the hidden value in customer engagement
data. Let’s discuss each briefly.
First, elevating the customer experience has become more
challenging and yet even more strategic and critical to business success.
Organizations are striving to build more enduring relationships and therefore
must adopt a more holistic approach across all customer touchpoints. It’s
critical for them to move beyond surveys so that they can better understand all
customer and employee experiences while surfacing and driving appropriate
actions. They need to connect the customer experience by capturing, enriching
and correlating digital and conversational data across every area of the
New solutions can drive executive-level action while automating
and speeding up decision-making. Organizations can predict future behaviors
with proven data science to expedite CX improvements, accelerate decision
making and solve tomorrow’s challenges, today. By unifying data sets with a
connected view of every moment across channels in a single solution,
organizations can better manage CX across silos.
Second, organizations recognize that data silos are the
biggest obstacle to a successful digital transformation. Yet many are
struggling to unlock the value hidden in their customer engagement data to
drive the future of work or better manage the customer experience across the
organization. Building a data hub for interaction data is not a trivial task
because interaction data is mostly unstructured, resides in many systems,
appears across multiple modalities and is often be trapped in organizational
With new solutions, customers can manage and enrich all the
data regardless of the source and ensure compliance, building a foundation for
unlocking critical business insights and making data-driven decisions.
AI and analytics continue to be hot topics – what are you
seeing in these areas?
The future of customer engagement will be shaped by rapid
innovation in AI and analytics. AI enables a workforce of humans and bots to
work seamlessly together. Analytics makes workflows smarter, delivering
real-time insights and an ability to predict future trends. New capabilities
comprised of advanced machine learning models, natural language processing,
intent recognition, and analytics engines are available natively within some
customer engagement platforms. These models and engines are tested in lab
environments against a large data set of real customer engagement data
accumulated over many years. The results can be meaningful progress for
Are you seeing more organizations look at customer
engagement more holistically, moving beyond just the contact center?
Absolutely! Today’s customer has higher expectations
than ever before. They interact with organizations across many channels, and
they leave signals everywhere about how they are feeling and what they want
across their journey. Organizations are coming to grips with the idea
that customer engagement is not the responsibility of one department, such as
customer care or services. It’s an enterprise concern across the contact
center, digital marketing, back office operations, branch and remote stores,
compliance, IT and of course CX teams.
For example, the back office is the non-customer facing,
operational area of a company. These operational areas are typically organized
into administrative functions, such as finance and accounting, and procurement,
as well as customer support functions, such as account management,
transaction/order processing, and industry-specific functions, such as
insurance claims or loan operations.
The back-office has a direct impact on operational costs and
customer experience. The more efficient your operations, the lower your
costs will be. The faster and more accurately you process the requests of
your customers, the higher their satisfaction and engagement.
Another example comes from branch banks and remote stores,
where many tasks performed are tedious, redundant, and diminish employee
Process Automation (RPA) can automate repetitive, rules-based tasks,
freeing up branch staff to focus on the customer.
We want to hear from you. Verint helps the world’s most
iconic brands build enduring customer relationships by connecting work, data
and experiences efficiently. We want to help you go from zero to Boundless
Customer Engagement to break down barriers and eliminate the constraints of organizational
and data silos. Below you will find contact information for Customer Engagement
Experts throughout the world. Contact us today.