Customer Experience

09 Aug: E21 – Max Ball – Data in Contact Center, the Gold Mine that Is Yet to Be Discovered

Max Ball

Contact centre is the absolute front line of any organisation that serves its customers. 

Whilst we have seen the tech companies are making the technology to facilitate the works easier at your call centre, many may also have been ignoring the data sitting in this space. No doubt that Customer Lifetime Values or P&L are important, but they are lagging indicators. Before the dissatisfied customers contribute to the lower P&L and CLTV, 

wouldn’t it be better to look at the leading indicators within the data in the call centres so that you could immediately attend to the dissatisfactions your customers have?

Max Ball, Director – Product Marketing at RingCentral, is here with all the answers.

RingCentral, Inc. (NYSE: RNG) is a global provider of unified communications and cloud collaboration solutions for businesses of all sizes across industry verticals. The company has a revenue of $903 million USD (2019) with around 5,000+ employees. Max is responsible for positioning all contact centre and customer experience offerings from RingCentral.

Before joining RingCentral, Max looked after the messaging and outbound strategy for 8×8 Inc.’s contact centre product line, a $40M annual business growing at 30% per year. 

He also spent significant time at a number of great companies including Genesys Telecommunications, Edify Corporation, and IBM. At Genesys Telecommunications, he led the content and roadmap for a $100M business. 

Apart from working on these high-end technologies, he spreads in passion and knowledge for marketing and technology frequently though blogging, presentations, and speaking events worldwide. 

In this episode, Max will share with us a lot about the data and analytics used in the contact centres or the call centres. Not only the operational reporting that is being done at the contact centres. But rather we’ll go into a detailed discussion about how the data and analytics could be utilized to improve the customer journey and the experience when the customer calls to your call centre. 

Beyond that, Max will share with us some of the changes you can make and also how you can improve the call centre using various applications that are out there.

And of course, we will also talk a little about the role the messaging apps could be playing in the contact or call centres. Max will share with us a few use cases that he has seen being deployed in the United States. 

The key takeaway from this episode is perhaps the push for changing the mindset about the call centre. Instead of looking at it as solely a call centre, we should utilise it as it truly is – a data gold mine. At contact centres, you can find a lot of information about your customer, where they actually share that information themselves. The trick obviously is how do you mine and extract this information to make something useful that you can use to improve the customer journey and experience.

A few other areas discussed include:

  • How to go beyond just operational reporting and do much more with the call centre data.
  • How the pioneers get the most out of contact centre data.
  • What are the enablers that you can use for getting the most out of your contact centre data
  • The visionaries who keep doing data analytics will be at the advantage as they will know stuff that others won’t
  • Why disparate systems and silos is a major problem for getting the full picture of the customer journey
  • Use of speech recognition, NLP, sentiment analysis, and call analytics.  
  • Dangers of using emerging tech, i.e. bots and AI, and how to avoid the dangers
  • The model for the perfect bot – human integration at the contact centres. 

This surely is a greatly beneficial episode for all those looking to improve their customer experience. Don’t miss out!

More links about the guest

LinkedIn Profile URL





23 Jul: E19 – Robert Bromage – Aligning People Strategy with Business Strategy Through Analytics

Robert Bromage

You are about to get all of your questions answered regarding how to improve your human capital using data and analytics. 

It is through the discipline called people analytics or HR analytics and we have none other than the founder and CEO of intelliHR, Rob Bromage, with us to answer those pressing questions. 

intelliHR is an Australian HR technology business founded in 2014, providing a next-generation cloud-based people management platform to businesses worldwide. The company has advanced big data analytics capabilities at its core to enhance and improve the HR functionalities. In 2018, the company got listed on the Australian Securities Exchange (ASX). 

Before establishing intelliHR, Rob founded another company, APRG, a human capital management and consulting organisation. APRG also continues to provide talent management and workforce solutions. 

Rob believes that the traditional HR roles and functions are not enough to drive a company transformation to a truly customer-centric high-performing business. The HR itself needs to think by putting itself in the shoes of the customer and then develop and enhance the workforce accordingly. This is exactly where data comes into play, as the use of data analytical tools is essential for effective people management. 

This pragmatic and people-centric approach to HR analytics is what makes Rob and intelliHR so successful in designing highly-effective solutions and strategies for staff performance enhancements and better business outcomes. 

In this episode, Rob and Jason discuss HR analytics, people performance, and how IntelliHR solutions are getting the work done in terms of enhanced business outcomes.

The essence of this episode is really on how to use the technology as a framework to guide the continuous conversation with your team and employees, as well as building the right culture.

Once you have done that and are capturing the right data, you could then start looking at the sentiment analysis to understand the people’s happiness within the organization.

Once you figure out all these aspects, you will then be able to know how to improve the people’s performance using analytics. The end result of that is business performance improvement.

The topics covered also include but not limited to:

  • How continuous feedback cycle and data monitoring is the key to improved performance.
  • Why facilitation of meaningful conversation and improving the connection between the leaders and the team members are important.
  • Pitfalls of the annual rating systems and how to overcome the shortcomings.
  • Going beyond quantitative data and using qualitative data analytics for predictive sentiment analysis and keyword analysis using natural language processing. 
  • Intelligence augmentation for better decisions.
  • Sentiment analysis keeping privacy intact and capturing key information in the flow of work
  • Using software, tools, analytics for fostering a culture of trust, inclusion, and purpose. 

The focus should ultimately be on looking after your people and they will automatically look after your customers. 

How would you use people analytics and HR to optimise your team’s performance? Listen to the episode and please share your thoughts with us! 

More links about the guest

LinkedIn Profile URL:

What is one book that he would gift to his younger self:

  • Understanding Michael Porter: The Essential Guide to Competition and Strategy

  • Outliers: The Story of Success




In the News:

02 Jul: E16 – Danny Leong – Revolutionising How Money Flows in the ASEAN Region

Danny Leong

If you want to gain a deeper understanding and an insider view of the world of financial technology, the CEO of GHL Group of Companies, Danny Leong, is someone you must listen to.

With over 20 years of experience in large-scale IT-Architecture design and implementation as well as business transformation programmes for large multinational and local companies, Danny is one of the major forces behind GHL becoming the leading payment service provider and one of the top merchant acquirers in the ASEAN region. 

GHL is listed on the Main Board of Kuala Lumpur Stock Exchange with an annual revenue of RM 350 million. The company equips businesses of all sizes with end-to-end payment services and leads the cashless revolution in the ASEAN region. With over 1,000 employees spread across seven countries including Australia, GHL processes over RM1 billion in transaction value per month. 

In his six-year career span in GHL group, he was Chief Executive Officer – Malaysia and Group Head – Strategic Planning before becoming the Group Chief Executive Officer. Through these positions, Danny has experienced the industry back and forth from the technology infrastructure to marketing and branding viewpoints. 

Before joining GHL, Danny was the CEO of e-Pay, the pioneer electronic payment service provider in Malaysia. At e-Pay, Danny transformed the company from solely a technology-centric company to a sales and marketing focused company with full payment service providing capabilities and took the company to the next level through innovation, cultural reenvisioning, and industry best practices.

In this episode, Danny and Jason cover a lot of grounds concerning business development using data and analytics as well as the new and emerging happenings in the world of fintech and eCommerce.

How GHL is enabling merchants of the ASEAN region to access cashless payments in the easiest way possible. And in doing so, GHL has already become the largest non-bank payment acquirer with 370 thousand acceptance points over 100 payment schemes and channels across the region.

In light of the rise of cashless and contactless payment systems, why it is essential for businesses of all sizes to have a digital presence with or without the pandemic situation that we are witnessing. There is also a lot we can learn from how GHL took the initiative to educate the merchants of all tiers to accept this essential technology.

Moreover, Danny also sheds light on the future of payment dynamics in the different regions of the world and how they are using data and business analytics to innovate new services provided to the merchants as well as help merchants to grow their business.

About creating a data-driven culture, we learn why building a data-driven organizational culture must start from the top and how Danny handles the challenges of becoming a data-driven multinational organization.

Hit the play button to learn all these and much more!  

More links about the guest

LinkedIn Profile URL: 

What is one book that you would gift to your younger self and why this book?

  • Disrupt by Luke Williams

His Organisations:

In the News: 

16 Jun: E15 – Pedro Uria-Recio – Transforming Markets and Revenue Streams with Data

Pedro Uria-Recio

It often makes us wonder how much data and analytics can do for our world. We feel baffled by seeing so many new uses of data science pop up every now and then. To make sense out of this enormous progress of data analytics applications and to map out the future of the discipline, we have a thought leader in the data science and AI space, Pedro Uria-Recio, among us.

Pedro is an executive marketing professional with over 15 years of global experience in data-driven marketing, digital businesses, analytics, and AI. Pedro is well-balanced between forward-looking marketing strategy and hands-on digital transformation.

Pedro is currently the Group Head of Analytics at Axiata Group Berhad and is looking after data analytics operations and quantitative marketing for the telecom and digital giant operating in 10 countries with 320 million subscribers. He manages a team of 50 marketing specialists, data professionals and developers. Prior to this, Pedro was leading marketing transformation in the company.

With a track record of bridging the gap between business objectives and technology, his operations at Axiata are multifaceted and diverse. Over the course of his five-year tenure there, he has implemented quite a few technological marvels at the intersection of marketing and analytics through digital growth hacking, revenue management, and has explored new revenue streams with the use of data.

Before joining Axiata, Pedro helped numerous businesses across Fin-Tech, Banking, tech, and telecom verticals improve their business operations as an Engagement Manager at McKinsey & Company.

Pedro is a highly sought-after speaker in the space and is frequently featured as the keynote speaker at major conferences around the globe. He also writes intriguing and thought-provoking articles on marketing, machine learning, and artificial intelligence. Additionally, he is the winner of the 2019’ Cloudera Data Impact Award in the industry transformation, category, which was granted in New York last year.

Academically, Pedro has a Bachelor of Engineering in Engineering and an MBA in Finance and Entrepreneurship from the University of Chicago Booth School of Business.

In this episode, he shares with us his experience about Transforming Markets and Revenue Streams with The Power of Data.

You are sure to learn a lot of new things about business and marketing and gain deeper insights into using data and analytics.

Pedro shares all about how he has been operating such a huge multinational team at the Axiata Analytics Center and explains what has worked for him in building the centre of excellence across the distributed teams.

The approach he advocates is that of the hub and spoke methodology that implements centralised learning and a distributed execution. He explains this with a wonderful analogy of self-driving cars, where learning experiences of all the cars are shared from a central data centre to all others, but momentary situational decisioning is still up to the individual cars at the moment of driving on the streets.

He also delves deep into the strategies for creating new revenue streams for your business using data and analytics. Why it is important to look at the product through a different lens of marketing perspective and how you can develop such a perspective. Think about the use cases of your data outside your industry.

In explaining this process of creating new revenue streams, Pedro also provides a real-life example of how credit scoring as a service has been a great source of new revenue for the telcos and how he and his team have pulled this off.

In all the excitement, however, we should not forget about the importance of fostering a data-driven culture in our organisations and Pedro has to offer quite a few solid tips on this front too.

One of the novel approaches that he talks about is the automation and intelligence first approach or the AI-first approach, which resembles the on-going mobile-first approach, along with having data champions, data enablers, single and centralized source of truth or database, broad access with access control, and training and hackathons.

In terms of subject areas concerned, this episode really touches a lot of other bases too, including:

  • Use of data in offline marketing campaigns and contextual or personalized digital marketing.
  • Reinforcement learning models to minimize price leakage through optimizing prices for each one of your customers.
  • The use cases of internal and external data and the power of external data for business growth and transformation.
  • Future of work and how AI is going to affect the three kinds of works — repetitive, quantitative, and creative — differently. 
  • Creating a regulation (GDPR & PDPA) compliant service that is using your data for a use case in another industry.

And the list goes on! 

More links about the guest

LinkedIn Profile URL:

What is one book that you would gift to your younger self and why this book?

  • Quit Like a Millionaire: No Gimmicks, Luck, Or Trust Fund Required by Bryce Leung and Kristy Shen.

  • The Lean Startup by Eric Ries



In the News:


15 Apr: E11 – Eric Nguyen – Humanising the Robotic Process Automation at Organization and For A Better Customer Experience

Eric Nguyen

When it comes to robotic process automation (RPA), Eric Nguyen is one of the most practically seasoned and experienced professionals in Australia.

He has over 15 years of experience in the fields of automation, data, and customer experience with a successful track record with companies of the likes of Telstra and Datacom. He is currently working as the Robotics and Automation Lead at Datacom, one of the leading IT services companies in the Asia Pacific region. 

His vision is to help businesses get the most out of the ongoing revolution of RPA and business analytics. Throughout his career, he has helped numerous enterprise businesses, government agencies and SMEs through automation, data insights, and agile ways of working. 

Apart from that, he has been a sought after speaker in numerous conferences across the globe. He frequently emanates his knowledge and experience as a featured speaker at various conferences, such as Delivery Customer-Centric Contact Centre Conference and Digital Automation & Transformation in Finance & Accounting Forum in Sydney and Singapore. 

One of his major concentrations is to put automation to work for building customer-centric contact centres. In the context of Customer Services – he focuses on implementing Robotic Process Automation, chatbots, and virtual assistants at the enterprise level.

The years of experience in working closely with businesses have enabled him to know the pulse of the people and what makes a business tick. He uses these insights to target and design the most efficient processes for automation. His work is built around business operations for real people with real values – both tangible and strategic.

In the episode, we are going to hear a lot about RPA in detail and in an easy to understand way from Eric. 

He shares with us some amazing insights about how automation can really speed up the process of working from home and make it easy for businesses who are struggling to get things done due to the worldwide lockdown situation over the Coronavirus pandemic. Moreover, we also get to learn from him about how businesses can save money as well as make money by implementing RPA in their organisations.  

How automation opens up endless possibilities and frees up time for employees to engage in creative thought processes and value-added service creation, but training and upskilling is required for the workforce to implement automation for the benefit of everyone. We also learn how as a business, you can start RPA and get benefitted right away leveraging whatever you have. 

Most importantly, Eric shares with us some very insightful true stories of RPA implementation and their impact on businesses. Also, how data and analytics actually function hand in hand to increase efficiency of both disciplines or departments. He also explains that if implemented correctly RPA can endow us with a sense of pride, creativity, and empowerment. 

Listen to the podcast for all this and much more! 

More links about the guest:

LinkedIn Profile:

What is one book that you would gift to your younger self and why this book?

  • How to Win Friends & Influence People by Dale Carnegie

  • Sexy Little Numbers by Dimitri Maex

Links to His Organisations:



Mentioned in the podcast:

Have a question for Eric and Jason? Leave your voice message here at:

02 Apr: E10 – Matthew Liebmann – How Data Science Is Shaping the Future of Movie Marketing

Do you want to know how data and analytics are helping all of your favorite movies to reach you in the cinemas? 

Matthew Liebmann is the professional with the answers. With over 25 years of experience in the entertainment and media sector, he knows the ins and outs of the industry. He is currently the COO and the Global President of Movio, the global leader in marketing data analytics for the film industry.

Movio utilises data science and campaign management software to help cinema exhibitors, studios, and distributors market their services and create customer loyalty. It uses anonymised data of 39+ million active moviegoers from the world’s leading cinema chains for targeted campaign solutions through behavioral analytics. 

Matthew has been working to ensure the continued success of Movio Cinema, the flagship product of the company, and leading into growing markets in the US and Canada, China, Japan, India, UK, France, Mexico, and Brazil. He is also a part of the organisation’s Strategic Council whereby he is involved with the setting and executing strategies for the company. 

Matthew is a former board member of Screen Australia, the key Federal Government direct funding body for the Australian screen production industry. 

Prior to this, he was the COO of HOYTS Entertainment, one of the world’s leading entertainment companies with a chain of successful cinema complexes in Australia and New Zealand, and as a Director at PricewaterhouseCoopers (PwC). 

At HOYTS, he created, launched, and managed the Hoyts Rewards loyalty programme that received the Award for Marketing Excellence – Loyalty Programs’ by the Australian Marketing Institute, recognising Hoyts Rewards as the nation’s best loyalty program in 2012. At PwC, he was one of the company’s leading experts for the entertainment sector and was the founding author and editor of PwC’s Australian Entertainment and Media Outlook.

The mission of his career is to assist multinational retail, entertainment, media, and leisure organisations to adapt to business model, consumer and technological changes in order to create sustainable, customer-centric growth, and profitability.

In this episode, Matthew goes really deep into the cutting-edge advancements in entertainment marketing and the use of data and analytics to create stellar customer experiences. 

Weaving the online and offline data — loyalty programmes, subscriptions, purchase information, time and frequency, and many other details — for the betterment of moviegoers, filmmakers, and the exhibitors alike.  

How it’s all about giving the best experience to the customers otherwise the main purpose of data and analytics will fail. 

Why Netflix is buying cinemas and in which direction the streaming services are headed. How cinema has been competing, innovating, and thriving still. 

How the rise of so many streaming services is going to create problems for the consumers and how the local content can survive in the age of streaming disruption. 

And, much more!

More links about the guest

LinkedIn Profile:

What is one book that you would gift to your younger self and why this book?

His Organisations: 


In the News:

02 Mar: E9 – Peter Gurrie – On the Power of Data and Analytics to Create Stellar Customer Experiences

Peter Gurrie

With almost two decades of experience in the field of data-driven customer experience, Peter Gurrie has enough stories to share on the subject to mesmerise anyone.

He started to get a robust sense of the customer perspective from the very early stages of his career in the field of creative design and marketing. Gradually, he turned his focus on the overall spectrum of creating customer-centric transformation using data for businesses worldwide.

Back in 2009, Peter co-founded a customer-centric data agency, JBA, that garnered considerable success in serving clients across telecommunications, retail, and service verticals with their data and analytics services to create a better customer experience. JBA was successfully sold to the IVE Group in 2016.

He is currently the Experience Services Director at the IVE Group, Australia’s leading holistic marketing company that generates revenues over $700m and employs over 1,800 staff. IVE connects businesses with their customers across industry verticals.

At IVE, Peter leads Platform ROI, Analytics, and Campaign Enablement with a specific focus on partnering with C level clients to shape business investment structure and ensure the delivery of ROI.

Peter believes data is not just a measurement tool rather it is a measurable asset and the key to business, brand, and customer success. The customer and their experience have always been at the centre of his approach. He believes that it is this data-informed customer centricity which shapes leading brands.

So, when it comes to using data and analytics for designing a stellar customer experience, Peter is one of the brilliant minds in the field with extensive experience and breadth of expertise.

In this Episode, Peter bares open his wisdom for the audience. He talks about creating a successful brand experience and customer experience from all the possible perspectives.

Learn from him about what customer experience really is and how to understand the customer’s perspective through the lenses of artistic inquiry and criticism.

Are you thinking about how to use data and analytics for creating better customer experience? Know how to take the data and analytics to the level of being surgical to control and increase efficiency and outcomes of campaigns at each touchpoint with the customers with the incremental improvement of the analytical framework. 

What you should definitely not miss listening to is the idea of creating the futuristic omnichannel marketing infrastructure and personalised customer experience using all the latest advancements in the field of customer analytics, email marketing, and offline and online dynamism.

Listen to it till the end! 

More links about the guest:


What is one book that you would gift to your younger self and why this book?

Links to His Organisation:

News about the guest and organisation:

28 Dec: E7 – Luke Halliday – Laying the Foundation for a Future of Innovation in the Australian Airport Industry

Luke Halliday
Luke Halliday – Laying the Foundation for a Future of Innovation in the Australian Airport Industry

Luke Halliday is a dedicated problem solver who believes in making the impossible possible with a driven passion to transform technology explicitly into tangible business values. Most recently, he has been doing it for the Australian airport industry. 

He was previously an Executive Technology at Australia Pacific Airport Corporation, the operator of Melbourne and Launceston Airports, Where he is transforming airport technology and shaping the organization’s future trajectory by building a real-time, predictive data analytics capability and enterprise data platform.

In his role as CIO, Luke has combated cost challenges, redesigned the operating model of technology to integrated outsourced and internal teams and set a strategy that is modernising technology across the airport. He is passionate about how data analytics and AI will improve overall airport operations and security. 

He completed his Executive MBA at Bond University, graduated from the Australian Institute of company directors as a qualified director and acquired a range of expertise in business management, marketing, IT infrastructure and systems engineering.

In his early 20’s he co-founded an IT services business which went on to be listed twice in the top 10 fastest growing IT service businesses in Australia – Mercury IT. Through a journey which included merging two other IT businesses into mercury, establishing a management team and eventually stepping out of the daily operations of the business to take move into a director role, he has remained steadfast in his ambition to help organisations improve their business through the intelligent use of technology. 

This talented man has won several awards such as a Technology Innovator, Owner Manager of the Year, Entrepreneur of the Year finalist, and 30 Under 30 Entrepreneur for his brilliant contributions in business insights, IT intelligence, and data analytical acumen.  

In this episode, Luke shares with us the challenges he overcame to achieve the technological transformation in Melbourne Airport and how data analytics was the biggest part of the job. He shows us with some real-life examples of how data made the passengers’ journey easier, faster, and more comfortable and enabled the airport staff to better assist the passengers, as well as creating great customer experience.

He also sheds light on the best strategy for a data infrastructure for any kind of business and discusses the enormous use of enterprise data platforms and predictive analysis to enhance the customer journey and help everyone involved. 

Apart from that, we also get to learn how he found out the right resources to use and companies to merge with while building his own company Mercury IT. And, much more! 

LinkedIn Profile:
Mercury IT:
Melbourne Airport:
One book that he would gift it to his younger self: Zen and the Art of Motorcycle Maintenance –

Published Articles:


Licenses & Certifications:

  1. Cisco Sales Expert, Issuing authority Cisco
  2. Certified Executive Coach, Issuing authority NS-NLP, Power + Training
  3. Microsoft Certified Systems Engineer (MCSE), Issuing authority Australian College of IT

Mentioned in the interview:

Luke Halliday’s coach: Geoff Wade ( at Onirik (

Learn more about Luke from the news:

Have a question for Luke and/or Jason?

Leave your voice message here at: