Wix.com, a global leader in web development services, has been recognized with the Captain Award at the 2024 Centrical SELECT Awards. This category celebrates organizations that excel in leadership and coaching, empowering managers to drive team growth and performance through innovative tools and processes.
Wix’s commitment to leadership innovation was evident in their swift adoption of Centrical’s coaching feature, with over 70% of managers utilizing it immediately upon launch. This high engagement demonstrates their dedication to empowering managers and driving team performance.
In this blog, we explore how Wix.com leveraged Centrical’s platform to streamline operations, unify global teams, and elevate their leadership strategy. Insights from Helene Zerbib, who oversees user-facing teams at Wix’s Tel Aviv site, reveal the transformative impact of their approach.
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Challenge: Aligning and Streamlining Coaching and Development Processes Across a Global Team
Wix faced the challenge of creating efficiency and consistency in their day-to-day management processes. With team leads across the globe operating with their own tools and metrics, the lack of standardization led to confusion and inefficiencies.
“It created a lot of chaos,” shared Helene Zerbib. “Each team lead had their own system and way of doing things. As a global organization with diverse cultures and teams, we needed to align on basic expectations for our managers.”
To tackle this, Wix partnered with Centrical to centralize their day-to-day workflows and establish transparent, structured processes. This approach aimed to enhance collaboration and streamline management activities across their global teams.
One of the key initiatives was embedding critical quality monitoring and coaching processes into Centrical’s platform. This integration enabled Wix to drive consistency and equip managers with actionable insights, reducing manual inefficiencies and improving decision-making.
A key focus was embedding essential quality monitoring and coaching processes into Centrical’s platform. For instance, Wix utilized QCI, an external form capturing detailed insights on agent interactions needing extra attention—such as those flagged for high dissatisfaction (DSAT) or negative feedback. Although the team filling the form does not have access to Centrical, the data seamlessly integrates into the DSAT and feedback KPIs available to managers. This integration empowers managers to effectively address concerns by leveraging these insights during 1:1 coaching sessions, creating a closed-loop process for ongoing improvement.
Key Innovation
Centralizing Transparency for Managers and Teams
Centrical enabled Wix to consolidate workflows into a single platform, eliminating the inefficiencies of using multiple tools. This centralization provided visibility into KPIs for both managers and their teams.
“Our goal was to make the day-to-day tasks of team leads more efficient while fostering alignment across the board,” Zerbib explained.
By embedding critical management processes into Centrical, Wix eliminated redundancies and created a streamlined system for managing day-to-day operations. This approach not only simplified workflows but also ensured consistency and alignment across their global teams.
Empowering Managers with Coaching Tools
One standout innovation was the activation of Centrical’s coaching feature, which has become a cornerstone for Wix managers. By equipping managers with tools to provide tailored feedback and personalized guidance, the platform fostered continuous growth and development across teams.
Managers were quick to embrace Centrical’s ability to simplify workflows and enable a more unified management strategy.
“There was a lot of excitement. They’d been waiting for something like this, and it’s made their lives easier,” Zerbib noted.
Results: Increased Efficiency and Engagement
Since implementing Centrical, Wix has seen:
Greater alignment among global teams.
Improved transparency and accountability for both managers and employees.
Enhanced engagement metrics through centralized processes.
“Everything is now documented and visible, creating clarity between experts and team leaders,” said Zerbib.
The integration of key management processes has provided managers with the tools they need to deliver impactful coaching, resulting in improved team alignment and engagement. With over 70% of managers actively utilizing the coaching feature, Wix has successfully created a culture of ongoing development and performance improvement.
What’s Next: Driving More Manager Efficiency
Looking ahead, Wix plans to deepen its integration with Centrical, expanding reporting features and adding more automated workflows.
“We’re excited to explore how Centrical’s action-oriented tools can empower managers at all levels,” Zerbib shared.
Summary
Wix.com has redefined leadership excellence through innovation, transparency, and alignment. By leveraging Centrical’s platform, they’ve not only centralized workflows and integrated critical management processes but also empowered managers with coaching tools that drive team performance and engagement.
Their ability to adapt and embrace new technologies has created a scalable leadership strategy that fosters continuous improvement and alignment across a global organization.
With exciting plans for further integration and expansion, Wix is set to continue breaking new ground in leadership and team management.
Congratulations to Wix.com on winning the 2024 Captain Award!
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“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.”
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.
“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.”
“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.”
“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.”
“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.”
“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.”
“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.”
“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.”
“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.”
“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.”
“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.”
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.”
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.
April Crichlow
CMO
April has 20+ years of global marketing experience in the high-tech industry with leadership experience across brand, demand generation, and customer adoption.Previously the Global Head of Marketing for SAP SuccessFactors, April was responsible for end-to-end marketing for SuccessFactors around the world. In this role, April led strategic marketing plans to grow global brand recognition, revenue, customer success and category creation of human experience management (HXM), which is focused on solution innovations that put the employee at the center of work. April also served as a Diversity and Inclusion Lead at SAP and led global thought leadership and strategic partnerships inspiring an inclusive culture, women’s equality, supplier diversity, and sustainable supply chains.
April has been honored by various organizations including CRN’s “Women of the Channel” and as a “Top 100 Ethnic Minority Executive” by EmPower. She holds a B.A. in Communications and Marketing from Simon Fraser University, Canada’s leading comprehensive university.
Gal Rimon
Founder and CEO
Gal founded Centrical (previously GamEffective) in 2013, with the vision of helping companies empower their employees’ performance, making them the center of business success.Prior to that he was CEO of Gilon-Synergy Business Insight, a national leader in Business Intelligence. In 2010, Gilon-Synergy was acquired by Ness Technologies (NASDAQ:NSTC) and Gal went on to serve as Senior VP at Ness, and was member of its executive management.
Prior to that he was VP customer relations and operations at Deloitte Consulting. He also worked at EDS and Bashan. He holds a MBA degree in Marketing and Information Technologies from the Tel Aviv University.
Daphne Saragosti
Chief Customer Officer
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.
Linat Mart
VP, Product 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
VP Global HR
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.
Ariel Herman
VP Research and Development
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 Botzer
CFO
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.
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Doron Neumann
April Crichlow
Gal Rimon
Daphne Saragosti
Linat Mart
Ella Davidson
Ariel Herman
Ronen Botzer