Customer Service Role-Play Scenarios: How to Choose What Your Agents Rehearse

Madeleine Freind is a senior Customer Success leader with deep experience building and scaling SaaS and managed services businesses. At Centrical, she leads the Customer Success teams across North and South America, partnering with clients to drive measurable business impact through the platform.

Before joining Centrical, Madeleine was Head of Customer Success at Quantifind, an AI-powered analytics company, where she led strategic relationships with brands like Hershey’s, KFC, J.P. Morgan Chase, and Dunkin’ Brands. Her ability to translate complex data into clear, actionable solutions consistently helped customers achieve their goals.

Earlier in her career, Madeleine spent over a decade on the agency side, managing CRM and digital marketing programs for Fortune 500 companies through smart, data-driven strategies.

Michael Ciancio serves as the Chief Marketing Officer (CMO) at Centrical, bringing decades of experience in marketing and go-to-market strategy. In this role, he leads the company’s global marketing efforts to drive brand growth and market expansion.
Prior to joining Centrical, Michael held marketing leadership positions at notable technology companies, including IntelePeer, Infor, and Vonage. Throughout his career, he has successfully guided teams in scaling products, strengthening brands, and significantly expanding market presence.
Michael’s expertise lies in scaling high-growth software companies, particularly in AI, performance management, and employee engagement solutions for customer experience teams. His strategic vision and leadership continue to be instrumental in advancing Centrical’s mission to transform how organizations engage and motivate their frontline teams.
Michael holds a Bachelor’s Degree in Economics from Gettysburg College and a Master of Business Administration (MBA) in Marketing from Montclair State University.

“CX leaders should stop isolating contact centers from other departments. Customer experience is increasingly cross-functional. In 2025, integrating CX insights across the organization will be critical to delivering seamless and cohesive experiences.” 

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One myth that will be debunked in 2025?: “Customers are on the edge of their seat waiting to hear what you have to say. We need to learn about what’s important to customers by asking more questions.” 

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“The blending of CX and EX will accelerate. The days of reducing friction for customers at the expense of employees are over. Indeed, because AI-enabled customer experiences often require AI usage by customer-facing employees, leaders will have to ensure a frictionless work experience to drive AI adoption and deliver value.” 

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“AI and CX will drive hyper-personalization, using consumer data to segment customers, deliver key messages, and provide fast, accurate responses. Technologies like chatbots and predictive analytics will close the gap between brands and consumers.”

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“Stop talking about AI. It’s like talking about the internet being a thing. It’s here. The better focus is start thinking about how AI enhances the lives of your team. So stop talking about AI and start doing something about it.”

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“For 2025, the main trend I’m watching is ‘AI agents’—bots powered by AI that are becoming more autonomous. Unlike basic responses, these AI agents can handle end-to-end customer interactions, reducing the need for human intervention. Expect significant developments from vendors.”

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“By 2025 the buzzword omnichannel may be on its’ last leg.  Customers want their issues resolved quickly and accurately and they would prefer not to need to contact us in multiple channels that we can see at one time.” 

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“The myth that technology/AI is a quickly implemented CX superpower. Companies will realize that we can’t harness a lot of these gains without quality data that is clean and well-organized.”

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“The future? Goodness, there’s so much, but I really believe 2025 is the year of community. We’re not just taking tickets anymore—folks we’re drawing people in, getting proactive, and co-creating with customers. Community will become a normal service channel, with customer service workers facilitating and adding value.” 

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“Human-centered AI, where AI is used not just to automate and drop money to the bottom line, but used to service up insights to support team members and delight customers. I see generative AI with conversational context and tonal analysis as pretty critical here.” 

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“Knowledge Management: It is not exactly underrated but it will be bigger than what it is in 2025. Vendors are likely to boost R&D investment in knowledge management for contact centers in 2025.” 

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“To start, give customers a choice: digital or live support. And if they go digital first and can’t get what they want, make it super-easy for them to connect to a live agent.” 

Read Shep’s full interview

Tompkins comes to Centrical with more than 25 years of experience in software and hardware sales. Prior to joining his role as Chief Revenue Officer at Centrical, he was CEO at Workspot. He held the position of Chief Revenue Officer at IGEL as well as senior sales leadership positions with Red Hat, Hewlett Packard (now Hewlett Packard Enterprise), and Citrix.

Tompkins holds an MBA in Business Administration and Management from the University of Virginia, Darden Graduate School of Business Administration and served in the US Navy as a Nuclear Propulsion Technician.

Ariel has over 16 years’ experience in a wide variety of R&D leadership roles. He is highly experienced at building R&D teams from the ground up, driving high levels of accountability and ownership and setting up automation infrastructures. For the past 10 years Ariel has managed both in-house and offshore development teams at companies ranging from startups to enterprise organizations.

Prior to joining Centrical, Ariel served as VP of R&D at Worthy.com where his team dramatically improved product stability, quality and execution. Before that, he was VP R&D at Applicaster where he led infrastructure changes from project to product. Ariel has also held various R&D positions at Retalix (later acquired by NCR).

Ariel holds B.sc in Computer science & Math, and MBA degree in Information Technologies, both from Bar Ilan University

Ronen is a Finance and Business Development executive with 20+ years of leadership experience in startups and global companies across all aspects of management. He has direct experience with companies in the areas of software, services and capital equipment, including fund raising as well as M&As across different continents. Ronen is a CPA and holds an LLM degree from Bar Ilan university and B.A in business administration from the College of Business Management.

Linat Polak Mart has more than 15 years of expertise in managing product strategy and operations in high-volume organizations.Previously, she held the role of Head of Product Experience and Communications for LivePerson, a leading Conversational AI platform, where she played crucial part in delivering significant product innovation and customer growth. Prior to her time at LivePerson, she held multiple senior product roles at NICE, a leading enterprise customer experience (CX) software provider, including Director of Product Portfolio and Director of Product Management.

Linat holds an MBA from Tel Aviv University and a BA in Computer Science from Reichman University (IDC Herzliya). She graduated magna cum laude from both institutions.

Ella Davidson is responsible for managing Centrical’s employee relations worldwide, including organizational development, talent management, benefits and recruitment. Ella has more than 18 years of human resources management experience. Prior to joining Centrical she was vice president of human resources at myThings and OpTier – leading SW companies, and consulted numerous entrepreneurs and startups in the Israeli hi-tech industry and Israel and in the US.Ella holds a B.A in Psychology from the Hebrew University and MSc in Organizational Behavior from Recanati Business School at Tel Aviv University.

Daphne has over 15 years of experience in Customer Relations and Retention in both B2B and B2C environments. Her area of expertise is leading customer success, consulting and global professional services teams within public and private sector companies. She is focused on leading teams to grow the partnership with our clients.

Prior to Centrical, Daphne worked software and service companies in the online marketing and gaming industry.

Daphne holds MA in Statistics – Specialization in Operations Research and a MBA degree, both from the Hebrew University of Jerusalem.

Doron is a seasoned R&D professional with a a deep expertise in SaaS and enterprise software. He leads product development at Centrical. Prior to joining the company, he was Director of R&D at Tipalti, where he was part of the team that designed and developed the Tiplati product and the infrastructure it uses. Prior to that he was Director of R&D Sensor Management, which joined from Orsus, which was acquired by Nice Systems. Prior to that he held various R&D positions at Orsus. Doron holds a B.Sc in Computer Science from the Tel Aviv Yafo Academic College and a MBA degree from the University of Tel Aviv.

Natalie Roth brings over 15 years of experience in brand and product marketing for SaaS solutions. Before joining Centrical, she was Senior Product Marketing Manager at Frontline Education, where she led go-to-market strategies for enterprise K-12 solutions and played a key role in integrating and positioning products following multiple acquisitions.

Previously, Natalie served as Director of Marketing at Accelify Solutions, where she drove marketing strategy, new product launches, and customer communications. She played a pivotal role in business growth, expanding market presence, and deepening client engagement, contributing to the company’s success and eventual acquisition by Frontline Education.

Natalie holds a BA in Creative Writing and Digital Media from New York University, graduating magna cum laude.

Gal founded Centrical (previously GamEffective) in 2013 with a clear vision: helping companies empower their employees and make people the center of business success. Before Centrical, he served as CEO of Gilon Business Insight, a leader in business intelligence. When Gilon was acquired by Ness Technologies (NASDAQ: NSTC) in 2010, Gal joined Ness as Senior Vice President and member of its executive leadership team. Earlier in his career, he served as VP of Customer Relations and Operations at Deloitte Consulting and held roles at EDS and Bashan. Gal holds an MBA in Marketing and Information Technologies from Tel Aviv University.