Customer Experience as Advantage
with Elena Varga — Chief Customer Officer, Aerolíneas Iberia
Experience as a Durable Competitive Moat
In categories where features are quickly copied and prices are quickly matched, customer experience is one of the last places leaders can still build durable advantage.
Elena Varga shows how to operationalize experience as a strategic discipline — not a brand campaign — across product, service, and the operational details customers rarely notice but always feel.
Elena Varga
Elena Varga is Chief Customer Officer at Aerolíneas Iberia, where she leads experience strategy across 60+ destinations.
She previously rebuilt the service operating model at El Corte Inglés and consulted to McKinsey's Customer Experience Practice.
She lectures at IE Business School on experience design as competitive strategy.
Four outcomes you will leave with
- 01Identify the moments in your customer journey where experience compounds — and the ones where it leaks.
- 02Translate experience ambitions into operational metrics teams can actually move.
- 03Design service recovery as a brand-building moment, not a damage-control reflex.
- 04Build the cross-functional governance that prevents experience from quietly degrading over time.
"Customers do not remember the journey you designed. They remember the moments you respected their time."
Structure & Format
Downloadable Resources
