Bright Pattern Executive Interview
Ted Hunting, Senior Vice President, Marketing, Bright Pattern
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conversation, Sheri Greenhaus, Executive Director, CrmXchange interviews Ted
Hunting, Senior Vice President, Marketing, from Bright Pattern, a cloud Omni
channel contact center company. Ted highlights their solutions and target
audience, emphasizing their successful deployments and positive customer
feedback. He discusses the competitive advantages of Bright Pattern, including
their user-friendly platform, powerful capabilities, and fast deployment times.
Ted addresses customer retention, mentioning their positive churn rate and
consistent growth. The conversation concludes with a focus on innovation,
challenges, and Bright Pattern's plans for the future.
Greenhaus: Thank you for providing an overview of your solutions and target
audience. It's impressive to hear about your successful deployments and
customer satisfaction. Could you elaborate on the specific competitive
advantages that set Bright Pattern apart from other companies in the cloud Omni
Absolutely, Sheri. While it is indeed a crowded space, Bright Pattern stands
out in a few key areas. Firstly, our customers are our biggest advocates, and
their feedback speaks volumes. Customer Reviews from TrustRadius have ranked us
#1 among all contact center vendors for 2 years running. We have also been rated as fastest to deploy
in the industry per G2 Crowd customer
reviews and for our ease of use.
have a track record of success and a strong leadership team. Our CEO, Michael
McCloskey, played a pivotal role in taking Genesys public as the CEO; our
founder led the original engineering team at Genesys, and I led corporate,
Americas, and APAC marketing while there. We have created the most powerful Omni channel
solutions while ensuring they are user-friendly and easy to deploy without the
complexity and cost of other vendors.
Greenhaus: That's impressive. Customer retention is crucial in the software
industry. How do you ensure that your customers stay with Bright Pattern and
choose not to migrate to other solutions?
The cloud-based nature of our platform eliminates many of the barriers to
leaving that were present in traditional systems. Our customers have
consistently expressed their satisfaction with our services as seen in our
customers reviews and we don’t lose customers.
In fact, our customer base has been growing every quarter for the past
four years over 70% per year. We have
also had 10 straight quarters of profitability vs our competitors who have
recently struggled financially and had large reductions in their workforce.
Greenhaus: While your achievements and customer satisfaction are commendable,
differentiation in a crowded market remains important. How does Bright Pattern
differentiate itself from other cloud Omni channel companies?
You're right. Standing out in a crowded market is a challenge. However, we
differentiate ourselves through tangible results and customer success stories.
Our customers' experiences and feedback speak volumes about the effectiveness
of our solutions. For example, Office Works, the largest office supply chain in
Australia, witnessed significant improvements in their customer experience
after deploying our solution. By utilizing our mobile app, store associates
were able to connect with customers, resulting in increased store answer rates
and improved customer satisfaction. In 2
months they increased answer rates 270%, reduced NPS detractors 90% after we
replaced their legacy contact center solution.
also leveraged our trademarked Omni Enterprise CX approach sets us apart. Many
organizations suffer from silos where only the contact center has visibility
into the customer experience. With our enterprise capability, we developed the
Bright Pattern mobile app, enabling any employee in the company to handle voice
or digital interactions from their mobile phone. This empowers the entire
organization to contribute to the customer experience, breaking down
communication barriers and improving overall efficiency. In the case of Office Works all in-store
associates used our mobile app to help customers – these are people outside the
contact center. They gained visibility
into their in-store associates' activities through our app, enabling them to
track customer interactions and improve the overall customer experience. They
can now see why people were calling into the stores. They went from zero
metrics on what employees were doing to a 100% visibility. To improve, CX is a
big thing. You can now have anyone in the team help as well has a greater
Greenhaus: Security and control are critical considerations, especially when
implementing a mobile solution like the Bright Pattern app. How do you ensure
security and control for organizations using the app?
Security and control are paramount concerns for us. Bright Pattern adheres to
all compliance standards such as PCI, HIPPA and others so all data is secure.
Greenhaus: I appreciate your insights on security and control. Now, let's talk
about your partnerships and reseller channels. How important are these
relationships in your go-to-market strategy?
Partnerships are a significant part of our go-to-market strategy, along with
our direct sales efforts. We work closely with various BPO partners, including
VIPdesk, TTEC, Naver in Korea, and others throughout Latin America and
Europe. By leveraging our partnerships,
we have expanded our reach and established a strong presence in the market.
These alliances allow us to provide comprehensive services and solutions to a
broader range of clients. Additionally, our direct sales efforts have
contributed to our growth, and we continue to explore new opportunities for
Greenhaus: It's great to hear about your successful partnerships and growth. As
Bright Pattern looks toward the future, what are your top challenges, and how
do you plan to address them?
Brand awareness remains one of our primary challenges. While our customers love
us and we are growing at a faster rate than our competitors, increasing our
visibility in the market is crucial. We plan to address this challenge by
continuing to provide the most powerful and user-friendly contact center
solutions. Additionally, we maintain a close relationship with our customers,
actively listening to their feedback and incorporating their suggestions into
our product development. By staying nimble and responsive, we can overcome
challenges and continue to innovate and expand.
Greenhaus: That's an excellent approach. Innovation is essential in a rapidly
evolving industry. How does Bright Pattern foster innovation, and how much of
it comes from customer input?
Ted Hunting: At
Bright Pattern, we value innovation and agility. We foster a culture that
encourages innovation from within, and our leadership team is actively involved
in the development process. For example, our CEO participates in development
meetings multiple times a week, ensuring that customer feedback and requests
are incorporated into our product roadmap. We provide white-glove service to
key companies, collaborating closely with them to innovate our products and
meet their specific needs. We also serve a diverse range of customers,
including major brands like Pepsi, Randstad, EY, Toyota, and retailers,
financial services companys, and hospitality companies. Their unique requirements and challenges
drive us to innovate and deliver tailored solutions.
Greenhaus: It's evident that customer input plays a significant role in your
innovation efforts. Lastly, what can we expect from Bright Pattern in 2024?
Ted Hunting: In
2024, you can expect Bright Pattern to have an even stronger presence and
increased visibility. We will continue on our growth trajectory, maintaining
our position as the most powerful and easiest-to-use contact center solution.
Our focus remains on delivering new and innovative capabilities, such as our
Omni Enterprise CX approach. We have witnessed many companies turning to us for
their innovative needs, and we have displaced larger accounts from other
vendors. We will continue to prioritize customer success and provide seamless,
efficient, and transformative solutions to meet their evolving requirements.
Greenhaus: Thank you, Ted, for sharing your insights and future plans for
Bright Pattern. It's been a pleasure discussing your solutions and
understanding your competitive advantages. We wish you continued success and
growth in the coming years.