The information expressed in this blog reflect the personal views of Gregorio Uglioni.
As the head of Business Excellence and Customer Experience for Swisscard, Gregorio Uglioni, CCXP, works daily to transform, digitize, change and disrupt the banking environment at all levels of the organization. His passion for CX—combined with expertise in technologies like Artificial Intelligence, leveraged as an enabler--drives him every step of the way in his quest to position CX as a growth strategy and place customers at the center of business decisions.
“I think before we start speaking about technology, we need to talk about the customer’s needs,” he says. “It’s often about the tools that can be used, but first we must understand the customer –and work from those needs to create clear solutions with methodologies that meet them where they are in their customer journey”
He explains that oftentimes when a customer is calling a company, there’s been a service disruption. “At the beginning of my career, I thought we could solve everything with technology and use process automation,” he says. “Then I began to change my mind, and now I see technology as only a way to perform processes and a medium in which to achieve goals. In the end, what’s important is the company’s culture and values. Are we living those values? How are we doing that when we are interacting with customers and designing experiences for them?”
Gregorio believes that enhancing the employee experience – making sure all staff have the tools to succeed and engage with customers in the right way, is the first step. He suggests it is more important than implementing new technologies because it creates a culture for everyone to thrive and deliver the best customer experience.
“I was ‘born again’ when I got to the operations department at Swisscard,” he explains. During that time, Gregorio did a lot of listening to and learning from contact center agents to get a sense of the key struggles customers were facing. “It was eye-opening, and together we started working on the transformation, which was to go away from the old-fashioned idea that contact centers are a cost center and towards a reality where they are a great opportunity to create value for our customers,” he says.
Moreover, Gregorio took the notion of measuring costs at the contact center and turned it on its head to create a customer-centric, value-generating transformation by always keeping the ROI in mind. At the end of the day, he points out, it is about understanding “why is this relevant? How can we understand the problem and solve it?”
Taking It to the Next Level with the CCXP
The more he learned, the more determined Gregorio became to make CX understandable to his peers and to use his knowledge to create ever more meaningful experiences for customers. He knew he had the work experience needed to satisfy the exam requirements, but the preparation itself became a source of learning and inspiration.
“I wanted to have that deep dive, to understand what’s happening outside. Yes, you get the know-how from on-the-job experience, but preparing for the CCXP helps you dive deep into other sources of CX knowledge and create a great network within the CXPA,” he says. “This is really a great value add because, in the beginning, I was not aware of how CCXPs are supporting each other.”
Gregorio, who has two master’s degrees in addition to his CCXP, said he could have stopped there, but it’s not in his nature.
“I always want to learn more,” he says, “That’s why I started my podcast about customer experience, because I want to learn from different people in different countries and have a view of “what’s happening outside,” he says. In addition to podcasting, his desire to learn and share has led Gregorio into collaborations with other CXPA members to help non-profits incorporate CX principles into their work.
“At the end of the day,” he says, “I want to invest my time in a meaningful way that positively impacts people's lives.”