Freshworks CEO: Why we think we can win at customer engagement management

CMO chats with the founder and global CEO of the latest cloud-based business software darling to find out how it's building out a holistic customer experience proposition

Looking at organisations today, are there roles you think should be rethought, introduced or must evolve in this era of experience?

I wish I could answer that. What I’m seeing even in large companies is champion leaders or change agents emerging. They’re so fed up with existing systems, they’re rolling up their sleeves and going and finding solutions. These are what in Crossing the Chasm [by Geoffrey A Moore] are called ‘early visionaries’. I’ve not see a formal role; I’ve seen it more as a type of an individual.

What’s more, the big shift in progressive companies globally is they’re no longer going with a rip-and-replace mentality. A $50,000 experiment is ok, but they’re not ok to lose $2 million. Many large companies are starting to behave like small companies – they’re trying out new tech in one or two pilot projects, seeing the results, then rolling out at scale. Because of SaaS, that approach is possible.

Going back to support as a key component of CX: Are there particular technology innovations and catalysts you see really shaking things up?

The biggest change is the role of artificial intelligence [AI] and machine learning [ML] in automating tier-one support. All of us know tier-one support is where the customer wants a quick answer, now. From a business standpoint, 70-80 per cent of queries are basic questions. Only 20 per cent is higher order and complex.

More and more companies will look at automating most tier-one support through chatbots, email auto responders, interactive knowledge bases and so on. It’s saving them a lot of money, and also allowing the customer to get their job done quickly.

My second prediction, however, is people will not move to full automation. People want to deploy automation as the first line of defence, but with the comfort of a customer always being able to push a button to talk directly to an agent.

A third prediction is there will be a lot of business benefit in using agent-assist bots. If you look at the agent support industry today, you’re dealing with a lot of attrition. Using AI for agent-assist bots, you can hire anybody, plug them in, and they’re interacting with the customers while bots are training them at the same time.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook:, or check us out on Google+:

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more


Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...


Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in