Transforming the Aspect Brand


Jim Freeze, Chief Marketing OfficerAspect is in the midst of an exciting, growth-fueled transformation. Between the recent product introductions of our TigerShark UIP 7.1 interaction management solution, this month’s Workforce Management 7.5 offering and the addition of new leaders to our executive leadership team, we have a fantastic opportunity to transform our brand to better represent the new Aspect. Perhaps one of my biggest personal challenges to make this happen is to quickly assimilate input from our key industry stakeholders, employees and most importantly customers and reflect their requirements, attitudes and hopes into our efforts.

The company is focused on our transformation to a high growth mode, and our R&D investment and channel expansion plans are helping us build on what we believe is a unique market offering: to help customers better align dynamic interaction management with their goals of delivering consistent and exceptional customer experiences.

Today, Aspect is one of the few interaction management providers integrating unified communications and back office/enterprise process. Being able to offer seamless views of both enterprise and contact center interactions gives Aspect a unique value proposition that really addresses the concerns we are seeing from our customers: tapping skills, resources and experience from across the enterprise to deliver superior, ever-improving customer experiences. Moreover, we are the only provider that offers our own integrated market leading contact center solution and best-in-class WFO suite.

Enterprise investment gets heavily scrutinized in economic climates like the one we are currently in so when we show customers that a transformational contact center can deliver a positive return on their interaction management investment, the discussion changes. Another way we are changing the discussion while helping keep costs under control is by offering cool new features such as the scheduling component in our new WFM 7.5 release. The scheduling feature better enables flexible work streams and processes, minimizing staffing gaps and maximizing skills to high-return call opportunities. We’ve seen better skill and schedule management improve customer service levels by 20-30 percent while reducing agent labor and operational costs by 16 percent with some of our customers.

Having led the marketing function during transformational periods at a diverse set of B-to-B companies, from networking and security companies like 3Com and Crossbeam to service provides like Genuity and CompuServe, I appreciate how true differentiation can result from aligning a company’s strategic goals and vision with its marketing in order to ensure that the core of an organization’s value proposition is embodied in its marketing and communications efforts. That is why Aspect represents such an exciting opportunity: the chance to develop the company’s vision and brand mission and message in close concert with one another and into a marketing-leading brand identity.