Industry Veteran Keith Dawson Joins as VP and Research Director

BEND, OR, October 01, 2020 /Neptune100/ — Ventana Research announces the hiring of Keith Dawson as Vice President and Research Director. Dawson will lead the expertise in Customer Experience (CX) for Ventana Research. He will guide business and technology leaders and vendors in applications and technology that are making it possible to more effectively understand and optimize the customer experience across all interactions and the entire customer journey.

Keith will cover and recommend applications and technology  that facilitate engagement  to  optimize  customer-facing  processes.  His  focus areas  include:  agent management, contact center and voice of the customer along with the experiences and interactions in applications like digital commerce, field service and subscription management.  

Keith’s specialization  is  in multichannel routing  and  journey management, natural language processing (NLP) and speech  tools with  intelligent virtual assistants (IVA),   and  the  wide array of  customer  analytics.  He is focused on how businesses can break down technology and operational silos to provide more efficient processes for two-way engagement with customers. Keith helps organizations influence customer behavior and create profitable environments that turn customers into brand advocates. 

“I am excited to have Keith join the team as his three decades covering  customer  service  and contact centers,  specializing in how to  facilitate  engagement  and optimize the customer experience, is the foundation of knowledge that our firm has been known to provide to the industry,” said Mark Smith, CEO and Chief Research Officer. “Having known Keith for over a decade, his reputation and objective perspective on the market and technologies will help our clients find the full potential from their investments today and in the future. Few industry analysts have truly facilitated the digital transformation of communications and contact centers into CX for three decades.” 

Dawson will be responsible for servicing Ventana Research clients in Customer Experience, ensuring they benefit from the company’s world-class advisory and research service called Ventana On-Demand—a service that helps guide organizations and vendors on the market—and the education and consultative services including assessments and workshops. He will also be responsible for the related benchmark research, dynamic insights, and the vendor and product analysis and comparison research that is presented as the Ventana Research Value Index. 

“I am thrilled to be joining Ventana Research, and to work with one of the industry’s most experienced and accomplished teams,” said Keith Dawson. “Ventana Research has been at the forefront of assessing the dramatic changes sweeping across the contact center and CX industry, focusing on how businesses can use technology to solve real-world problems in a complex environment. I’m excited to help our present and future clients understand how to leverage new technology as VP and Research Director leading the CX practice.”  

Prior to joining Ventana Research, Keith has spent three decades in the customer experience market and has been an  industry  analyst  for  more than  a decade and prior was the  editorial director  of Call Center Magazine, the industry’s preeminent publication for customer service professionals.  There he pioneered coverage of cloud-based contact centers, speech recognition and processing, and the  shift from voice to multichannel communications.  

Those that want to gain access to Keith Dawson’s industry insights and advice can set up an inquiry through Client Success or sign up for research- and advisory-based Ventana On-Demand Services. He can be found on Twitter at @kdawsonVR and on LinkedIn. To contact him directly, send an email to [email protected]. You can learn more about Ventana Research on LinkedIn.

About Ventana Research

Ventana Research is the most authoritative and respected benchmark business technology research and advisory services firm. We provide insight and expert guidance on mainstream and disruptive technologies through a unique set of research-based offerings including benchmark research and technology evaluation assessments, education workshops and our research and advisory services, Ventana On-Demand. Our unparalleled understanding of the role of technology in optimizing business processes and performance and our best practices guidance are rooted in our rigorous research-based benchmarking of people, processes, information and technology across business and IT functions in every industry. This benchmark research plus our market coverage and in-depth knowledge of hundreds of technology providers means we can deliver education and expertise to our clients to increase the value they derive from technology investments while reducing time, cost and risk.

Ventana Research provides the most comprehensive analyst and research coverage in the industry; business and IT professionals worldwide are members of our community and benefit from Ventana Research’s insights, as do highly regarded media and association partners around the globe. Our views and analyses are distributed daily through blogs and social media channels including Twitter, Facebook and LinkedIn. To learn how Ventana Research advances the maturity of organizations’ use of information and technology through benchmark research, education and advisory services, visit

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