Welcome back to another installment of Cresta Crew, where we get to shine a spotlight on Cresta team members from around the organization. In this series, we get a peek into who these individual Crestans are, how they got here, what their day-to-day looks like, and why they’re excited about Cresta’s future.
Today, we’re chatting with a new Crestan, Yige Li, who will be heading up Cresta’s Solution Consulting in the East.
Tell us about yourself – what is your background?
I’ve spent a third of my life in Beijing, a third in Rome, and the rest in the U.S. Safe to say, I’ve covered some ground!
At home, I have two kids – one who’s a prodigy in piano and tennis, and the other who keeps Taylor Swift on repeat and masterminds sibling mischief.
I learned about American suburbia, decided I liked it, and stayed. Professionally, I’ve led data transformation projects at Roche and Rexel, and helped to drive customer experiences at Genesys and Observe.AI.
What inspired you to join Cresta?
Like Simon Sinek says, it starts with WHY. After getting to know a number of people on the team, it just felt right.
Logically speaking? Cresta is absolutely crushing it in the market – so it was an easy yes.
What’s your role at Cresta?
I’m joining as the Director of Solution Consulting for US East, leading the SE team. My job? Remove roadblocks so the team can do what they do best, and shine!
I’ll collaborate with various teams to streamline deal execution, demos, POVs, security reviews, you name it. Ultimately, it’s about delivering real value and ROI to our prospects and customers.
What excites you about Cresta’s product?
Human + AI. AI isn’t here to replace people – it’s here to elevate them.
Take QA teams, for example. Instead of manually listening to calls and doing repetitive tasks, AI lets them focus on identifying trends and coaching brand ambassadors. It’s about enhancing human potential, not replacing it.
What big trends do you see in this space?
AI is no longer just a buzzword, it’s actually solving real customer problems in CX.
One thing that’s not talked about enough? The shift in how people value time.
Post-pandemic, customers don’t just want empathy – they want efficiency. AI can help solve issues in a more intuitive, faster, and smarter way. People have reassessed what “time well spent” means, and businesses need to keep up.
What’s the most important skill for a new Crestan?
Not a skill, but a mindset: Purpose-Driven Courage.
Have a purpose – whether it’s for your family, career, or something bigger, and let that drive you 110%. Then, have the courage to ask why, dig deeper, challenge the status quo, and take action. That’s how real change happens.
What do you do when you’re not at work?
Dad in training. Cooking. Hosting. Bringing people together through great food. If there’s a good meal and good company, count me in.
