“MANAGING THE OMNICHANNEL APPROACH EFFECTIVELY IS A BIG FOCUS MOVING FORWARD ”
MANEL MARTORANA HEAD OF DIGITAL EXPERIENCE EUROPE , NTT DATA
It ' s about focusing on where we and the machines can bring more value . We can reduce the cost of running the contact centres dramatically , especially when the demands are higher in times such as holiday seasons or around new product launches . We have seen NPS scores rise by 30 points . So it ' s not just about reducing cost . It ' s also about improving the customer experience .”
Aside from the contact centres , NTT Data is investing into its digital analytics capabilities . “ We truly believe that you cannot improve what you are not measuring . We have specialised teams focused on analysing the experience of the users . We are increasingly more sophisticated in how we measure the experience . And we ’ re focusing a lot on what we call the ‘ emerging devices ’. On the evolution of mobility , the business has seen usage of many different kinds of devices , which users interact with in different ways . Managing the omnichannel approach effectively is a big focus moving forward ,” said Martorana .
Proudest achievements Martorana has spent the majority of his career based in his native Barcelona , a city he calls home , and working across Europe .
312 February 2022