Interview with Hila Lamm, Chief Growth Officer for SysAid



Senior editor

Parul Saxena

Chief editor

Last updated: September 7, 2021

The IT service management (ITSM) industry has been growing exponentially over the past few years all over the globe. However, in India businesses have only come to realize the perks of their IT services being managed with automation, which improves both staff and end-user experience.

Spearheading this revolution are companies like SysAid, which offer innovative ITSM, Service Desk, and Help Desk management solutions for organizations with multiple backend IT tasks. From HR to healthcare, SysAid has helped many industries simplify their IT tasks and assisted teams run digital processes smoothly, earning much renown and appreciation globally.

We are fortunate to have interviewed Ms. Hila Lamm, the CGO of SysAid to talk about her company’s mission, vision, and journey henceforth.

In Conversation with Hila Lamm, Chief Growth Officer for SysAid

Here’s an excerpt from the interview:

A warm welcome from SoftwareSuggest, Ms. Lamm. Our readers are keen to know what prompted you to join SysAid? Tell us about your journey so far.

I come from a customer service background, including 10 years at NICE Systems, a leading provider of contact center solutions. Contact centers are all about large-scale B to C service delivery. I was heading multiple product lines and really championed the idea of transforming customer service into a vehicle for customer experience, with measurable value and performance metrics using all kinds of analytics, including AI and automation.

After years in this area, developing multiple products, we began looking at internal organizational services and thinking, ‘Wow, we can really apply some of those concepts to the way we engage internally.’

That was the opportunity I saw with SysAid – and IT service management more generally – bringing all the great B2C standards into the B2E environment. Whether in IT, HR, or marketing, we can bring the kind of service that we’ve learned to expect as consumers into our internal operations. I think ITSM is just on the verge of this very interesting transition.

What prompted your foray into ITSM?

The ITSM market is at a most interesting turning or tipping point, impacted by many great macro trends. COVID-19 is driving work-from-anywhere. B2C customer experience expectations are pushing us to engage with employees differently – also known as consumerization.

And high-end technologies, such as automation and AI, are being democratized through wide availability. All of these trends, when handled correctly, can completely transform the way internal services are going to be delivered and the tools used to deliver them.

That fascinates me because it’s not only about innovation in sales but innovation in the way our customers are operating internally. So I call myself an “interpreneur” – in the spirit of bringing innovation into companies, into the experience they provide their employees, with the tools needed to do the job right.

I think that the next couple of years are going to be transformative for this industry.

How has SysAid equipped itself to deal with the Covid-19 situation better?

COVID-19 really made us drink our own champagne. The first thing we realized is that we need to enable work-from-anywhere and provide maximum flexibility to our employees while ensuring regulatory compliance.

So, we came up with the Worksafe app, which makes every employee sign a health form and also helps management understand where they are – at home, in the office, logged in elsewhere – and manages the whole process with our own automation. It was great fun to be the first early adopter of our own technology. Later on, of course, we offered it to our customers.

It has really been an important year in terms of putting everything that we preach to the test. Even though we’re global, we do have specific on-premises centers that had to move to remote work. We really came to rely on the SysAid system for our internal needs around the world to make sure that the work is being done, processes are being followed, docs are being created and documented, and issues completely resolved.

Like for everyone else, the situation made us collaborate more heavily. And we became more dependent on collaboration tools, some of which are ours and some belonging to other vendors, such as Slack, G-Chat, and, of course, Zoom.

Any interesting changes in SysAid numbers/stats that you would like to share between pre-pandemic and now?

I cannot share the exact numbers, but there are two achievements I am most proud of.

One is that we managed to outperform our own sales targets during 2020, despite COVID-19 and to consider that some companies’ immediate reaction at the time was to hold budgets. It’s an indication that ITSM and SysAid are trusted to help customers deal with the kinds of situations that arose during the pandemic.

And the other achievement is our retention numbers. It was great to see that our churn rates went down.

The trends were very positive and very encouraging.

What updates and advancements are being made at SysAid to help your clients navigate in the new normal?

Other than what we immediately released, like the Worksafe app and others, of course, we are adjusting to the new collaboration environment. We are enabling service via Slack, via Microsoft Teams, and so on, and keeping close track of every new collaboration tool. As the trend gains momentum, we are making sure IT teams and others can provide service from wherever their employees are located and through whatever channel they are using.

Yet, this is a journey. There is no endpoint you can ever reach because those working environments will continue to develop. And as they develop, we will be there – together with our people, IT help desk staff, and internal service providers.

The other thing that you’ve seen us do in response to the increased workload on IT is to enhance our automation and orchestration. This allows IT to focus on things that require a human touch and let all the repetitive, mundane work be handled automatically.

And last but not least, when people are no longer in the office, you need a way to replace the human interactions that create the links in a given process. That’s why we released Workflow Designer, Zapier integration, and other technologies for automating complete workflows from end to end.

What is your vision and plan for taking SysAid to greater heights in the next 5 years?

My vision is very much tied to the new reality of this hybrid environment, in which our workplace has become a digital workspace. Everything that we do is now supported by digital tools, whether we like it or not, whether we planned for it or not. This has created a bunch of new opportunities for people to work from wherever they want, to join companies they could never join before.

But it also created a lot of new challenges just in terms of understanding where work is being done. Do I talk to you in Zoom? In Slack? Where do I manage my work – in email, in my productivity task manager, in the collaboration tool? And all of this is very much dependent on the technology – such as the VPN, Zoom, and the like – working as expected.

Those challenges have come to define the new employee experience. As a result, the HR team is no longer the only one responsible for employee experience. It is now very much dependent on IT. What we are seeing is a shift in challenges and a shift in responsibilities.

At SysAid, we take these changes into account as part of our central mission. Whether you’re an employee or the service provider, an IT, HR, or facilities team member, we want to make your work easy by making sure everything works for you. And the way we’ll do it is with service automation, a clear understanding of what good service looks like, and metrics to assess the experience of the service customer. We’ll make sure you get what you need from your organization as efficiently and smoothly as possible.

To make this vision come true, we are investing a lot in helping organizations adjust to a more employee-centric environment, which they will all need to do. When you can’t lure employees into the office with nice food in the kitchen, you need your digital environment to be engaging.

As a company that has been partnering with IT folks and working on these tools for many years, we take it as our responsibility to help organizations become more employee-experience-oriented. And you’ll see that initiative in our upcoming roadmap, with many great things to come.

Part of this transformation is accomplished through service automation, which aims to reduce mundane, repetitive, and predictable tasks. If I already know that you’ll need a new license for something or that you’re going to ask about your benefits, for example, then the responses can essentially be automated.

Employees will get everything they need and the managers previously responsible for those tasks will be able to focus their efforts on all the activities that really require the human touch.

What motivates and strengthens you to keep up with the competition

Personally, I love competition. I think good competitors inspire me, and my company, to become better and to sharpen our unique value.

I also love to be part of a dynamic market that keeps pushing boundaries and providing better and better value to customers. I’m happy to say that, specifically since the pandemic, the market is getting a huge boost of innovation and creativity.

Of course, I love being in this company specifically, as I get another boost of inspiration from customer feedback. There is nothing like a customer testimonial saying that they moved from a competitor’s system and how much better they feel now, how much more value they get, how much simpler it is.

Our customers are those companies that always want to get more done. They believe in what we believe – doing things the best way possible and providing the best experience without a lot of hassle. We are pragmatic, providing value with an understanding of resource limitations. Those organizations that want to get everything done, leveraging everything they have, love us, and we love them back.

What advice would you give to young entrepreneurs starting out in this field?

Start with a clear pain point that you can personally relate to. There is nothing like solving a problem that you have yourself.

Second, always find ways to provide value. Of course, this applies to your customers – that’s obvious, by relieving the pain, you’re providing them value – but it applies equally to every other interaction. It doesn’t matter if it’s a service interaction or customer support when you are building a company, hiring employees, or establishing partnerships. Always try to provide a little bit of extra value. The value you put out there comes back to you.

Finally, the reality is shifting in the industry now. So you need to build the solution for tomorrow starting today. Try to imagine what that will be like, what new challenges will present themselves, and how you can address them because tomorrow is not going to look the same.

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