January 16, 2020

People Profiles: Efrat Barak Zadok

Waycare has a full team of personnel working tirelessly behind-the-scenes to build, maintain, and continue growing our AI-based traffic management platform. It is not often that we get the chance to draw back the curtain and unveil the team members that make it all possible. In a new blog series called “People Profiles,” Waycare is opening the doors to highlight the personalities and job functions of our devoted staff. First, meet Efrat Barak Zadok, our Customer Support Manager based in our Tel Aviv, Israel office. Efrat has worked with Waycare since April 2019.

Efrat, as the person leading customer support, a critical function, what are your main duties?

My main role is to ensure that our customers are satisfied. I communicate with them frequently through channels such as our Zendesk ticket management, email, and phone. When I receive a customer concern or complaint, I must respond promptly and perform troubleshooting if the particular situation requires it. To do my job successfully, I know the Waycare products inside-and-out so that I can answer customer questions as well as guide internal and external training.

Can you tell me what you’re doing outside of handling customer concerns?

Another one of my job functions is to develop new user instruction guidelines. These are instructional documents that customers refer to for troubleshooting and learning new product features. They can refer to these prior to filling out a support ticket.

Since the Waycare platform is continually evolving and improving, customers might not be fully aware of all the features at their disposal. I provide recommendations to make sure that customers are getting the most out of the Waycare platform based on their unique profile.

How did you get into this field? And what personality traits do you have that you believe make you well-suited for your role?

My career path has varied. I completed an MBA at Tel Aviv University with a major in Marketing. I worked for several years in the Marketing, PR and MarCom fields, then decided to make a career change.

I am a ‘people person’ and I love to be there for anyone who needs support and guidance. At one point in my life, I thought, “How can I combine these qualities, given the fact I am tech-savvy and enjoy problem-solving challenges?” I came to the conclusion that I connect well with the Customer Support job function, so I made the switch.

As a Support professional, I have worked both in Clicksoftware (recently acquired by Salesforce) and Greenroad where I was heading the Tier 1 technical support team. From the beginning of my career, I have always thought of ways to improve the experience of my end-users.

What is the first thing you do when you step in the office each day?

I relax from the morning rush and drink a big mug of coffee.

Which tool helps you most at work?

I frequently work with Zendesk. This is the platform I use to organize, review, and build reports for customer requests/tickets (it also serves as our help desk guide). I also use Microsoft Office a lot.

What tasks take up most of your time?

The most challenging task involves trying to reconstruct a specific issue that a customer experiences when it only occurs intermittently. It can be challenging to recreate the exact scenario that caused the problem, especially when I’m not there in the field with them. This challenge requires me to be creative in troubleshooting techniques. My response varies from database log research to using third-party simulation.

How often do customers contact you?

It varies. There are customers who might contact me a few times a day. Others, I may hear from once every other week, at the most.

How do you coordinate with coworkers and team members to enable you to do your job better?

Collaboration with my colleagues is crucial. I work closely with the Project, Development, Quality Assurance, Data, and Product Management teams. I use different communication tactics based on the situation and the problem that the customer is experiencing. For example, if I have a customer dealing with a major problem, I sometimes have to negotiate with the Product Management team to make sure that they move it to a higher priority.

Is there anything else you’d like to highlight?

It is a great privilege to work in a company like Waycare, where almost everyone has a chance to be heard when it comes to the future of its product design and functionality. Especially a company that has so much influence on the future transportation landscape. I truly believe we can – and we will – make a major impact on driving patterns and road safety.

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