Employee Spotlight is a new Dynamic Yield blog series meant to surface stories of the amazing individuals behind our omnichannel personalization platform. From developers and engineers to marketers, those dedicated to customer success, sales leaders, HR representatives and beyond, every month, we’ll get to the heart our team so you can get to know us a little bit better and find out what makes us tick.
This month, meet Jessica Cohen. Jessica has been with us for about three and a half years now and is based out of our office in Israel. She started as a Content Developer, then made her way to Product Marketing, and has since moved on to working more directly with customers.
Let’s learn more about her.
What’s your role at Dynamic Yield?
I am a Support Level 1 Team Lead and Customer Consultant at Dynamic Yield where I manage a team of ten people. We are typically the first line of communication for those who have more technical questions about the Dynamic Yield personalization platform.
Essentially, I oversee all incoming support tickets related to usage of Dynamic Yield’s full suite of personalization solutions. These inquiries can be submitted from our current clients as well as fellow employees from around the globe — it’s my job to prioritize them according to urgency, escalate when necessary, and oversee screen shares for the quick and effective resolution of any problems or issues.
I also guide and supervise the performance of our L1 support shift engineers and flag areas of improvement in our processes based on current market standards. The monthly report I run on our open L1 tickets allows me to identify trends or gaps in efficiencies, which I then use to develop plans for better execution. For example, I’ll compile a list of common questions received and set in motion the creation of new support articles to educate platform users and help them troubleshoot more effectively.
Talk to us about the evolution of your role — you now manage 10 engineers and analysts on the support team — what’s that been like?
It’s certainly never boring!
Between overseeing live chat and email channels, ensuring high-quality solutions are met in a timely matter, assisting with deep diving into analytics requests, providing feedback to Product and R&D based on recent ticket trends… it definitely keeps you on your toes. Especially when you layer in trying to decide on what to order for lunch on a given day for 10 employees — it keeps you on your toes and close to the espresso machine.
I started in Customer Success as a content developer, where my main responsibility was to help perfect the understanding of Dynamic Yield’s many tools by transferring our offline knowledge articles into an online platform (known today as our support site). I also worked closely with the Customer Success Managers (CSMs) on training sessions that would help onboard clients and wrote our internal release notes for new product and feature launches.
From there, taking into account my previous experience, I moved to marketing and helped to further brand the support site. I also assisted in developing marketing materials and led webinars.
After going on maternity leave, when I came back, the support site was moved to the Product side of the organization, so I did too. It ended up providing me quicker and easier access to the platform, as well as the people who worked the closest on it, and I found I could update the support site more efficiently and release notes in a timelier manner because of it. We were also able to create the company’s first tutorial video for onboarding clients.
Right now, as the Team Lead for Support L1, I can say that without the product and branding knowledge I learned in my previous roles in other departments, I wouldn’t be able to do what I do now as well as I am, or have developed the tactics and success stories I’ve created in this position thus far.
Looking back on it, though, because my background from other companies included working directly with customers, I would have told myself to continue working with them instead of branching off the way I did. While it was an amazing experience, upon beginning my work in the Customer Operations department, I realized how much I actually missed working with clients.
What do you think makes you most effective as a consultant for customers?
At my previous company, ClickTale, I was a Customer Experience Consultant working around the clock to make sure my clients successfully achieved their goals. I would analyze various reports within the platform and compare them against their own reporting tools to validate performance. There was constant travel, mainly to the US, but also the UK and Australia so that I could present insights on the platform’s health and to our VPs and CEOs.
I believe the combination of my background in enterprise customer management, as well as the knowledge and value I have come to possess while working with Product and Marketing teams, has been of great significance to my role here. It’s granted me a clear understanding of how to quickly identify a customer’s needs and shine a light on the path they’ll need to take in order to leverage our tool to its full potential. With our help, of course.
This experience, I believe, is exemplified through screen sharing calls, where we help users adjust their desired campaigns, workshopping together to successfully launch an experience as intended through the platform. We also analyze the performance of their personalization efforts through a variety of reports, pushing users to optimize tests and workflows for higher-yielding results — here’s how one of our conversations might sound:
“Did you know, by using our new Multi-Touch Campaigns, a number of variations can be set up along different points in the customer journey as one experiment? This cuts down on the extra work associated with launching multiple tests that might include creating custom actions and dynamic content.
These types of changes can massively improve ROI, so we’re always providing best practices and suggestions on how to most efficiently use the tool and all of its functions.
Lastly, we identify and remedy any oversights that may occur during usage, digging into data on why a feature may not be working as well as anticipated only to discover a client hasn’t properly validated their events or feeds within the platform.
What do you find most unique about the Dynamic Yield technology when it comes to educating your customers on how to use it most effectively?
I love how the possibilities of using a tool like Dynamic Yield are endless — the fact that our customers can test so many versions of a banner, recommendation, message, or offer at once while defining an unlimited number of user groups and profiles for targeting is truly exciting.
Another bit I find really unique comes from how well the platform works to meet the needs of each individual customer. It’s kind of crazy, even with such a robust platform, customers will always have their own specifications or requirements when it comes to launching experiences that may not come built into our functionality — something as simple as showing recommendations of top products but not all products.
And while we make sure to provide “limitations” to our customers in order to ensure they use Dynamic Yield according to the product definitions, in scenarios like this, we’ve found so many ways to make the system more “flexible.” This might mean leveraging a certain functionality for a job it wasn’t originally intended for or providing those insights back to Product and R&D so that we can help meet the demands of customers and their changing needs.
What are your hobbies outside of Dynamic Yield?
Right now, I am still learning how to balance my life as a “mom,” but I love Pilates, stand up paddleboarding (SUP), and anyone who knows me can confidently say I am an avid online shopper.
I actually just made a big purchase with one our clients, Pinkblush, the one-stop shop for stylish and trendy maternity clothes (perks of which may include employee discounts). My main love(s) are Shopbop.com, Barneys (sale, of course), Hatchcollection for maternity clothes, Gilt.com, Lululemon, and many more.
What’s your next step, or a few goals you’d like to accomplish in life or while with Dynamic Yield?
I would love to be more hands-on with the customer lifecycle, ensuring all major support issues opened within our system have been provided with an end-to-end solution, which not only resolves the problem at hand but also coincides with a client’s use cases and even campaign deadlines. The end result being we become more proactive and less reactive, as many support teams are.
In life, I would love to become a certified Pilates teacher. And also to see more of the world, maybe Africa, to start!
If you want to learn more about Jessica or ask her any questions about the innovative R&D team here at Dynamic Yield, connect with her on LinkedIn!