As we celebrate Women’s History Month, it’s the perfect time to spotlight one of our extraordinary leaders, Maggie Vercoe, T2 Senior Vice President of Customer Experience, whose journey is truly inspiring. Not only does she exemplify excellence in our field, but she fosters an environment where every voice is heard, and every individual is empowered to thrive at T2 and beyond.
Meet Maggie Vercoe
Can you provide an overview of your journey and experience that led you to your current role as Senior Vice President of Customer Experience at T2?
In 1995, I took a job at UW Milwaukee Parking when I transferred to the school. I started in the lot taking parking payments, and worked my way into the office where I ended up managing appeals, special events, and implementing new systems. As a post-graduate saving for grad school while in this position, we began working with Lynn Braddock, a now-retired T2 staffer, who inspired me when teaching us about the new system. At a 1999 T2 Connect Conference – then called “T2 User Group” – I was eventually recruited to work for T2, starting as an implementation consultant. My roles grew from there thanks to my boss at the time, Joe Gromosky, who challenged me to start up a Training Department and managing all the implementation functions. From there, I started to manage the Account Management group, and then finally, in about 2017, I also began overseeing the Support team. These roles grew into a position of becoming SVP for T2 Systems. Throughout this time, I had tremendous mentors in Joe, Mike Simmons, Tim Maginn, Irena Goloschokin, and now Adam Blake. They all helped and supported my growth.
As the SVP of Customer Experience, what key strategies do you employ to ensure high levels of customer satisfaction?
We have several KPIs in place to be proactive with our customer success. However, the most important things in my opinion, are that we listen to our customers and that we are always responsive with effective service. Our account managers meet regularly with our customers to ensure we are staying on top of their feedback. We also do surveys twice a year to get a good idea of how we are scoring in general – and we use the feedback to change our processes, guide our products, and improve our communications. We offer many events to be able to show our appreciation to customers, and provide more opportunities to listen and communicate our strategies and product direction.
What role do you see customer success playing in the overall growth and success of T2, and how do you align your team with broader business goals?
T2 needs to be – and I wholeheartedly believe is – a leading customer-centric provider in the industry. We have to let the experience of our customers drive our decision-making. They are at the very center of our success. If our customers are “raving fans” (as is our goal) they will act as references and inspire other organizations to want to join this incredible community we’ve built together. We track and create plans around customers who may be experiencing challenges and leaders at T2 are required to engage and help remedy those issues. Ultimately, it is my team’s responsibility to align our departments companywide with the needs and goals of our customers, to ensure they experience and reach the raving fan stage.
As a woman in a leadership role, can you share some insights into the unique opportunities and challenges you’ve encountered, and how they have influenced your approach as a leader?
There has been a clear lack of female and diverse leadership in our industry, to date. Early on in my career, as I’ve mentioned, I found a really strong female leader, Irena Goloschokin, and asked her to be my mentor. I learned a ton from her and committed to trying to do the same for others. My goal has been to find underrepresented rising stars and do what I can to help them get a platform, get visibility, and get opportunities. I regularly encourage others to look at ways to expand our underrepresented leadership. My peers have seen the same shortfall and are also working to improve the fabric of our organization.
How do you promote a culture of diversity and inclusion?
You have to set an example. You have to do what you say. It isn’t to say – at all – that you shouldn’t promote and help grow all employees. It is in all of our best interests to have a strong team at every level across the organization, each coming from their individual perspectives. Starting the DEI committee we’ve built over the years, and keeping it going – even at the simplest level – brings light to topics that people don’t often consider. We’re providing education, candid discussion, and avenues for people to talk to leaders in the company for guidance. Just the fact that we have a committee, in my opinion, is something that effectuates change.
What advice do you have for aspiring women professionals looking to make their mark in the parking industry?
Many of us have imposter syndrome at times. There’s always those questions that arise in our heads – if we are the right person, if we’re smart enough, or we’re enough to be or become a leader. Rather than letting doubt creep in, make lists of all of the things you are proud of. What have you succeeded in? What did you do that someone else didn’t or couldn’t? Change the conversation in your head. If you lack confidence in an area, ask yourself why, and then challenge yourself to change that.
Outside of your role, what are some of your passions or hobbies that you engage in to unwind and recharge?
I love my family. As my kids grow and work, time with them is encompassing and so precious to me, I take advantage of spending as much time with them as I possibly can. I also love to host dinner parties and game nights with family and friends. And I do love movies and books. And talking about both.
Balancing a demanding professional role and personal life can be challenging. How do you prioritize and maintain a healthy work-life balance, and do any daily rituals or practices contribute to your overall well-being?
We literally cannot do it all. But you prioritize. The small things will still be there, and in many cases, just aren’t as important. I aim to feel proud of the person I am in my work and personal life. And I make time for me. Saturday and Sunday mornings are my refresh period – enjoying coffee, a good show, and snuggles with my dogs who I love to pieces. You have to find time yourself in your week to re-energize.
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