About Manuela Pifani

Manuela is a multi-award winner and CCXP certified senior business leader with a strong track record of over 15 years experience in leading and transforming the customer experience for the large international organisations she has worked for during her corporate career. Passionate, results-oriented and engaging at all levels, she has a reputation for creating strong CX capabilities, leading strategic and tactical CX transformation programmes and influencing Executive Boards to embed customer-centricity in the organisation’s DNA.

During her 5 years at Direct Line Group (incl. Direct Line, Churchill, Privilege and Green Flag), she set the overall customer strategic direction and created award-winning CX measurement and journey design capabilities, which informed extensive customer-centric business and cultural transformation and generated notable increases in NPS, customer loyalty and business value. Prior to that, she established new CX management and service improvement processes for Barclays and Royal Bank of Scotland, which increased customer satisfaction and operational efficiency. Most recently, Manuela developed a transformational brand strategy for the Kingfisher Group (incl. B&Q, ScrewFix, Castorama and Brico Depot) and contributed to a strategic review of the customer journeys and the future of retail stores for the home improvement market.

Manuela’s customer and business results were recognised through a large number of cross-sector CX awards and in 2015 she was personally awarded the title of UK CX Professional of the Year at the cross-sector UK Customer Experience Awards. She is now an internationally renowned CX professional, speaker and blogger on the subject of customer experience (cxellence.com/blog) and recently launched her own consultancy, CXellence Consulting, to apply her passion for building customer-led businesses to helping a broader number of organisations in their CX transformation journey.


Design ThinkingCustomer Strategy & Design Thinking
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