In 2020 during the pandemic, a friend of mine who is in the equipment business like me, (but in USA), told me that he had started studying CX. This caught my attention and I started reading everything I could and researching the VoC methodology whose application in the world of equipment has infinite possibilities. This year my interest is more directed to consolidate knowledge and share experiences so I decided to join CXPA and also to start a Master dedicated exclusively to CX.