Q&A with Philippe Guiheneuc, Marketing Director at Akio

Philippe Guiheneuc is the Marketing Director at Akio, a company that provides customer experience software platforms. It proposes cross-channel solutions that help you with customer engagement management, voice of the customer analysis and brand reputation monitoring.

In this Q&A, Philippe speaks about customer satisfaction, CRM, marketing strategies, challenges, branding, and more.

MEDIA 7: What inspired you to get into Marketing?
PHILIPPE GUIHENEUC:
Coming from a family of officials, farmers and painters, I discovered the world of business at the ESSEC business school in Paris. I carefully avoided three subjects: Computer Science, with its flashy green dashboards on a black background, Accounting, for its remarkable ability to make me lose patience, and Selling, because I could not bear to be told no. Consequently, my first job was to sell accounting software!

Only fools refuse to change their mind. So I may be half intelligent, because althoughI have discovered a passion for businesswith its three components (communication-marketing-sales) and innovation, to the point of teaching storytelling in business schools, unfortunately I remain insensitive to the poetry of a P&L.

That's why I chose to work at Akio. Respect for customers is no longer just a professional obligation but an extraordinary lever for growth. Thanks to the Akio.Cx platform, I contribute a little bit every day to make life easier for customer agents, and that's what makes me happy.

M7: What core issue does Akio.Cx software aim to address and what sets it apart from the competition?
PG:
Akio is the editor of the omnichannel call centre platform Akio.Cx. Our core mission is to turn complexity into simplicity!

In the context of increased competition, the quality of the response delivered to clients has become a major stake for all companies. However, the job of a customer advisor is becoming increasingly complex as customers use new channels to interact with companies.

With the customer service platform Akio.Cx, the customer service will develop a personalised experience for its clients, regardless of which channel they choose (phone, e-mail, chat, social media, etc.), thanks to unified client knowledge that is reinforced by semantic analysis.

In 20 years, Akio has built a solid base of references among the largest French companies (AxaBanque, Banque de France, MGEN, URSSAF, Air France, Interflora, Engie, GrDF; Sarenza, Kiabi, Arkea, BPI France Cora, LPM Dyneff, Grep, Ircem, Photoweb, Sandoz, MTP, VMmag, MSD, CAFAT, CGSS, OPT, Bruneau, AMDM, etc.)

Initially, the platform was provided ‘on-premise’, then through a ‘hybrid’ model, and since 2017 it’s provided as a ‘SaaS’ tool.

Recently, Akio announced a global partnership with Alcatel-Lucent Enterprise that will offer the Akio.Cx platform to all of its 800,000 customers. This alliance is coupled with a project linked to the notion of the "augmented agent", i.e. high-tech tools made available to customer service representatives to facilitate their work and help them gain in efficiency.


"Corporate executives have realised that with the web and social networks, a dissatisfied customer can create a devastating effect by communicating his dissatisfaction to all his contacts."

M7: How are your customer and prospect needs and values changing? How will these changes affect the decision-making of customers and prospects? What are the best methods followed by your marketing team at Akio to capture these shifts and trends quickly and reliably?
PG:
Our decision-makers are the Customer Relationship Managers. They manage platforms for customer agents, their objective being to ensure customer satisfaction, while improving contact centre productivity. This is a balancing act, all the more difficult as the pressure increases every day. In fact, corporate executives have realised that with the web and social networks, a dissatisfied customer can create a devastating effect by communicating his dissatisfaction to all his contacts.

Company value is directly correlated to customer satisfaction, as shown for years by the ACSI (American Customer Satisfaction Index), which is increasingly used by financial analysts to predict a company's short-term stock market value.

As a result, in recent years, customer services have been receiving increasingly large budgets for modernisation. These budgets concern in particular the acquisition of software such as Akio.Cx. According to Gartner, Customer experience (CX) and CRM posted the highest growth among all application software markets, and remained the largest enterprise software market in 2018, with more than $48.2 billion in sales.

At the same time, the customer relationship business is becoming increasingly complex. Customer service agents have to manage extensive catalogues of offers.

Regulations are constantly changing and expanding, forcing them to comply with increasingly cumbersome procedures. Customers are more demanding (an Akio-LSA study has shown that two-thirds of them are ready to change brand if they are not satisfied from the first interaction). Above all, the channels of exchange are multiplying. In addition to the telephone, traditional post and email, chat, Facebook Messenger and Twitter are being added, and soon other channels such as video or instant messaging.

Understanding this evolution is essential for Akio to continue to offer adapted and efficient offers to its customers. To achieve this, we privilege three axes of development:

- Contact with our customers, in the form of monthly meetings and quarterly workshops to discuss business perspectives. Of course, these exchanges are complemented by the daily relations that our Customer Success Managers maintain with our customers.

- Observation of the analyses reported by our ecosystem of partners, in particular the reports and white papers published by analysts such as Gartner, Forrester, Forbes, IDC and Markess, along with our competitor’s literature.

- Finally, studies carried out by Akio, most often in partnership with a specialist, to better understand a specific point on which there is no survey or study. In particular, we were the first to identify that the well-being of their teams was more important to the Customer Relationship Managers than the achievement of customer satisfaction objectives.

M7: How do you approach branding your company, its products, and services? What’s your go-to resource – websites, newsletters, any other to stay in touch with the critical changes occurring in the digital space?
PG:
When it comes to branding, the first step is to develop a clear message. This message reflects the company's vision, which is based on our understanding of the needs of the market, as well as the promise of value and the guarantee that this promise will be kept. Akio's core message (see the answer to your 2nd question) is the guiding line of all our communications.

It is declined in several ways depending on the audience we address, the situation and the delivery method used. We use both traditional media such as brochures, emailing campaigns or stands attrade shows, as well as more original formats (infographics, workbooks, forums, demonstration videos...). More generally, although our clients are sensitive to traditional approaches, our marketing is evolving towards more digital. The other major trend is the production of content, for which we strive to maintain a high level of quality. Whether it is an article, a white paper or a study, each new content produced by Akio must bring something never heard, such as a new information or an innovative analysis.


"With an ever-increasing level of customer demand, software editors, like all companies, have an interest in proving that they are selling not just a product but a complete experience."

M7: Can you share some top challenges that contact centres face when transitioning to an omnichannel approach?
PG:
They are of three types: strategic, managerial and technological.

- Strategic: The goals that customer service sets for itself by adding new interaction channels will have an impact on the way they are implemented. For example, our customer DHL implemented the chat channel in addition to phone and email, originally to reach a specific audience of digital natives. But the new channel was quickly adopted by a large part of their audience, so they had to set new productivity targets to compare the effectiveness of the different channels and measure the performance of the omnichannel approach, such as the ability of the agent to process a request more quickly using multiple channels.

- Managerial: The skills for answering a call are not the same as those for writing an email, or responding to a Facebook message. Therefore, the contact centre has the choice between recruiting multi-skilled advisors and training them to use all channels or building teams that are specialised by channel. The second type of organisation does not prevent an omnichannel approach as long as the tool used allows on the one hand to centralise all the information in a customer file, and on the other hand to share it between agents. So far, the choice seems to depend essentially on the existing organisation and the willingness of management to decompartmentalize the channels.

- Technological: Although it seems obvious that an omnichannel approach must be based on omnichannel software, few software programs are actually really omnichannel. Most of them pile up technological bricks that communicate with each other. This is enough for the daily life of customer service agents, but such tools, which are not very agile, quickly become fragile as soon as they need to be upgraded. In addition, they do not offer consolidated statistics across all channels, which limits the measurement of customer service performance.

M7: What lessons have you learnt from your time at Master 2 Marketing that you have applied to the marketing strategies at Akio?
PG:
I teach digital communication and brand content in Master 2 marketing in a business school in Paris. Contrary to Akio, whose activity is 100% B2B, brand content, which I practiced a lot in a previous experience, is B2C oriented. More generally, the notion of "brand" is insufficiently exploited among software publishers. However, with an ever-increasing level of customer demand, software editors, like all companies, have an interest in proving that they are selling not just a product but a complete experience.

At Akio, I helped accelerate this marketing transformation. Our marketing and sales discourse was very technical, very product-oriented; it remains so, but we have added a "customer experience" dimension. For example, instead of listing the product functionalities in the form of concepts and benefits ("Integrates an AI engine", "Workflow management", "Report generator") we now present the functionalities as part of the user journey in the form of a graphic design

At a strategic level, we redefined Akio’s communication guidelines based on the essential message, then redesigned all our marketing supports and campaigns according to those guidelines. This gives consistency to our communication and helps audiences remember Akio.


"When it comes to branding, the first step is to develop a clear message. This message reflects the company's vision, which is based on our understanding of the needs of the market, as well as the promise of value and the guarantee that this promise will be kept."

M7: How has the COVID-19 pandemic affected your work - what day to day processes have you had to re-tool to be able to pull them off remotely? What does your remote tech stack look like?
PG:
As an IT company, Akio is well equipped for teleworking - some of the teams were already doing it long before the coronavirus crisis. Because we work in the field of customer relations, we regularly manage sensitive periods with our customers, for instance when they face a peak inactivity. The period of lockdown and the lifting of lockdown have therefore not caused any major upheaval in our business. For example, Akio has not had to use the administrative unemployment scheme; on the contrary, we seek at all times to increase the production capacity of the teams.

This is particularly true of the teams of IT developers, because they are organised in Agile mode, a work organisation that easily adapts to remote working.

M7: How does Akio manage multiple marketing divisions effectively? What type of storytelling experiences do you produce for social media channels?
PG:
Akio is an SME with a small marketing team, which facilitates a horizontal management where each marketer is responsible for his own scope of activity. Regarding our actions on social networks, we try to respect the spirit of web 2.0, namely "give to get": our contents and stories are intended to bring information or entertainment to the public, with no other counterpart than brand valorisation.

For example, we produced a study on how contact centres were organised to deal with the coronavirus crisis. Following a survey of nearly 60 customer relationship managers, we published an analytical report that provides useful trends on management options and technological choices made to deal with the crisis. This report, in French, has been made freely available to the market and was shared on social networks. 

M7: Alcatel-Lucent Enterprise Selects Akio to Deliver New CCaaS Hybrid Offering. What is your role in meeting partnership expectations? How do you go about assessing their needs?
PG:
The collaboration of the marketing department in this alliance project focused on the study of needs and the definition of offers.

An important part of the study work was carried out upstream of the discussions by the marketing teams of each partner. It was mainly a question of comparing and aligning our visions of the market. A few meetings were necessary, but in fact the analysis of the two companies was very close and this part of the work was easy.
More complicated was the definition of the offer, since each of our products propose a wide range of features.

As this is a high-tech field, using various engineering techniques (telephony, digital techniques, collaborative tools, cloud...), product marketing was largely driven by the Product Owners of the two partners. Along with the development and infrastructure engineers, they drew the outlines of what the new offer will be. Marketing and communication had an advisory role. It helped to maintain the consistency of the offer with the expression of market needs, and will also contribute, in due course, to making this offer known to the public through a coordinated plan of communication actions.

M7: If I were to say to a bunch of people who know you, ‘Give me three adjectives that best describe you,’ what would I hear?
PG:
Maybe committed, cerebral and enthusiastic.
As with everyone else, none of these adjectives are easy to hold. Keeping on course with the essential line of one's existence is a constant struggle.

ABOUT AKIO

Customers are everywhere and can contact the brand at any time, through any available channel.

The Akio.Cx platform by Akio allows your Customer Relation teams to deliver an omnichannel customer experience: telephone, e-mails, chat, Facebook Messenger and Twitter are natively unified in one user-friendly single tool.

Call centres and outsourcers, worldwide, are using the AI powered Akio.Cx platform and its Analytics module to enhance their agents and transform supervisors & managers into client satisfaction super-heroes!

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Ingram Micro navigates AWS partners through APN programs while also expanding their services capabilities including assessment, design, deployment, and management of cloud migrations with greater speed. Additional differentiators to Ingram Micro’s success with AWS channel partners include its wide and deep executive relationships, as well as its Center of Excellence, strategic acquisitions of technical talent, and expansion of its Professional Services portfolio as it relates to cloud and migration services. “Ingram Micro’s early adoption of Cloud, understanding of an entrepreneur's needs and focus on the success for us to become one of their largest AWS resellers is what we were looking for in a distribution partner to grow our business and improve our value in the eyes of our customers,” says Dao Jensen, CEO of Oak Rocket. Ingram Micro provides channel partners access to experienced talent and professional services that can help them accelerate the customer cloud adoption journey including the technical personnel, tools, education, technology, and technical support needed to ideate, deploy, and manage AWS solutions. “AWS is a gold mine of opportunity for an MSP yet remains a heavy lift for most,” says Duncan Robinson, vice president, growth partnerships, Ingram Micro. “We’re here to help our channel partners optimize their sales cycle and effectively design, deploy, and manage AWS solutions that improve the customer’s experience, performance, reliability, and agility, while reducing the total cost of ownership.” Ingram Micro’s long-standing and successful relationship with AWS includes earning several AWS Competency and AWS Service Delivery designations in recent years, including being the first global distributor to earn the AWS Migration Competency and more recently being awarded the AWS Data & Analytics Competency. Other designations include the AWS Cloud Management Tools (CMT) Competency, the AWS DevOps Consulting Competency, and the AWS Config Service Delivery designation. “The experience that Mxmart has had working with Ingram Micro as a strategic partner of AWS has been fundamental for our growth,” says Dario Gomez, CEO Mxmart Solutions. “The support we’ve received technically, commercially, and via programs has added invaluable strength to our company.” About Ingram Micro Ingram Micro is the business behind the world’s brands with the ability to reach nearly 90 percent of the world’s population. Our diverse solutions portfolio includes advanced and specialty solutions, cloud, mobility, and commercial/consumer technologies, while enabling a global circular economy with full-service IT Asset Disposition and reverse logistics and repair services. Leveraging investments in technical, financial, and marketing resources, Ingram Micro helps customers run their businesses better and grow their technology practices faster. Ingram Micro operates in 59 countries and reaches close to 200 countries. We have approximately 26,000 associates committed to providing our more than 161,000 customers and 1,500 vendor partners worldwide with a superior experience. Our fully digital, AI-driven business platform, known as Ingram Micro Xvantage™, eliminates the friction of doing business in IT and allows our customers to have a more insightful experience both buying and managing technology. We are also fully committed to being a global steward with world-class ESG practices.

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Channel Partnerships

NUSO Acquires Integrated Customer Experience Software-as-a-Service Company

NUSO | December 13, 2023

NUSO, a leading multinational service provider of proprietary cloud communications, customer experience and CPaaS enablement solutions announced the acquisition of Italian-based Mida Solutions S.r.l (Mida), a software-as-a-service provider of contact center, compliance recorder and call analytics with customers in 39 countries. This combination enriches NUSO’s core customer experience (CX) offer to its cloud communications applications. Mida’s applications, including Contact Center and Compliance Recorder solutions, integrate to enable services and applications for environments such as Microsoft Teams™. “We are excited to add Mida’s core capabilities around Contact Center and Compliance Recorder solutions to the NUSO portfolio,” said Matt Siemens, NUSO CEO. “Mida’s products further our reach into Microsoft Teams and other collaboration marketplaces. In addition, this move anchors NUSO directly in the global service provider and critical infrastructure markets serving transportation and emergency services. Incredibly, this acquisition also nearly doubles our software development resources.” “We are thrilled to be a part of the NUSO family of services,” said Attilio Licciardello, Mida General Manager and Owner. “Our current partners and customers will have access to new services through the NUSO portfolio in cloud communications, network, and enablement technologies. Additionally, customers and partners can expect the same level of top-quality service.” Mida’s contact center and compliance recorders meet the most stringent security and regulatory requirements, including GDPR, MIFID 2, and HIPAA. These solutions can be seamlessly integrated with traditional UCaaS and PBX implementations as well as Microsoft Teams and other cloud communication systems. “NUSO’s acquisition of Mida Solutions broadens the portfolio of solutions our partners can offer their customers,” said Ryan Henley, NUSO CRO. “The integration with and extension of NUSO’s full-stack capabilities address market needs at the network, service, and application layers, driving value creation as customers move to the cloud. We are excited to add these CX capabilities to our expanding partner network and geographic reach.” This announcement marks NUSO’s second acquisition over the past 45 days. NUSO was advised by Q Advisors, a global TMT investment banking boutique. ABOUT NUSO NUSO delivers SaaS cloud communication services via a proprietary CPaaS enablement platform supported by a fully redundant network in North America and Europe. The Company offers a diversified portfolio of business-focused Cloud Communications solutions. The Company addresses multiple expanding markets selling enterprise–grade, as–a–service offerings via a robust network of channel partners and direct customers.

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Channel Partnerships

FiscalNote Announces Strategic Commercial Partnership to Accelerate Company’s Global AI Co-pilot Program

FiscalNote | December 11, 2023

FiscalNote Holdings, Inc. ("FiscalNote"), a leading AI-driven provider of policy and global intelligence, today announced a commercial partnership with Era Global Technologies, LLC (“Era”), a technology-focused investment firm backed by leading, closely-held family enterprises. This marks continued support from an early-stage investor and strategic advisor to the Company who has been closely aligned with FiscalNote for over five years. Era’s dedicated value-creation platform, Era Catalyst, will be a foundational channel partner, providing distribution support for FiscalNote’s recently-announced AI Co-pilot program. Era will provide referral services into their extensive network to accelerate sales and introduce FiscalNote’s proprietary AI products in the legal and regulatory space to several of the world’s largest conglomerates. Through these referrals, FiscalNote will drive further AI innovation augmented by input from Era’s network of family-owned enterprises, including large European and Asia-based multinational chemical and consumer goods conglomerates which operate across 19 countries and 25 industries. The collaboration is expected to enable FiscalNote to accelerate its ongoing growth and expansion strategy, advance new product development, and optimize sales and marketing efforts. In connection with the agreement, Era’s investment vehicle, EGT–East, is investing $5.5 million in FiscalNote in the form of a convertible subordinated promissory note, with the potential for up to an additional $2.0 million. The strategic investment will, in part, fund further capital expenditures and development of FiscalNote’s next generation of AI Co-Pilot capabilities, inclusive of deployments into Era’s network of global companies. The terms of the promissory note are further described in FiscalNote’s Current Report on Form 8-K filed with the Securities and Exchange Commission on December 11, 2023. “We are delighted to have Era as a foundational partner in our mission to extend the power of AI-driven policy and global intelligence to businesses and organizations around the world,” said Josh Resnik, President and COO, FiscalNote. “This investment is a testament to the industry-leading and innovative nature of our technology and our potential to transform the way businesses operate by leveraging our longstanding pedigree and leadership in AI. We are especially excited that this investment will galvanize and accelerate our product development and go-to-market strategy for our AI Co-pilot program, which is positioned to revolutionize the legal, regulatory, and legislative domain. Our Co-pilot program marks yet another development in FiscalNote’s ongoing leadership as we innovate and bring to market more AI-enabled solutions aimed at the legal and regulatory sector, while providing incremental growth opportunities to complement our proven, durable base of recurring revenue solutions.” FiscalNote’s AI Co-pilots are new AI solutions customized for policy and risk management professionals to facilitate their day-to-day work such as key tasks related to legislation, advocacy, constituent communications, regulatory responses, and global risk analysis. FiscalNote’s Co-pilots will combine the power of large language models, FiscalNote’s trusted industry leading policy and geopolitical data, and customers’ data, all in a seamless workflow to provide intelligent assistance for the world’s most important decision makers. By deploying FiscalNote’s AI Co-pilots, customers will be able to automate tasks, improve decision-making, and increase productivity and efficiencies – driving value and results across the enterprise. About FiscalNote FiscalNote (NYSE: NOTE) is a leader in policy and global intelligence. By uniquely combining data, technology, and insights, FiscalNote empowers customers to manage political and business risk. Since 2013, FiscalNote has pioneered technology that delivers critical insights and the tools to turn them into action. Home to CQ, FrontierView, Oxford Analytica, VoterVoice, and many other industry-leading brands, FiscalNote serves approximately 5,000 customers worldwide with global offices in North America, Europe, Asia, and Australia. To learn more about FiscalNote and its family of brands, visit FiscalNote.com and follow @FiscalNote. About Era Global Technologies Founded by Jasper Lau, Era is a global investment firm backed by leading closely-held family enterprises across 19 countries and 25 industries. Era harnesses the collective knowledge, corporate intelligence, and strategic capital of the firm's families to build and back transformative, category-defining technology companies.

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Akio

Customers are everywhere and can contact the brand at any time, through any available channel. The Akio.Cx platform by Akio allows your Customer Relation teams to deliver an omnichannel customer experience: telephone, e-mails, chat, Facebook Messenger and Twitter are natively unified in one user-fri...

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