As GBS organizations shift from being cost-focused to value-driven, integrating customer experience into your goals is no longer optional. It’s strategic! According to SSON’s Global Market Report 2025, 44% of leaders now prioritize customer centricity. This session will explore how to operationalize CX into GBS through actionable strategies and real-world examples including:  

• Listening to the customer’s voice to create impactful experiences.  
• Balancing cost efficiency with delivering exceptional service.  
• Incorporating customer feedback into measurable improvements. 
• Using proactive insights to meet evolving customer needs.  

Isabella Kosch

Previously: Head of GBS Service Management
Previously: Swarovski

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To fully understand the customer experience, it's crucial to focus on each step of the process, ensuring that no important detail is missed. End-to-End journey management can tackle common issues within shared services, such as poor communication and silos. Incorporating journey mapping into your GBS can lead to workflow optimization and improved cross-team collaboration. This ensures not only a seamless journey for the customer but also for the teams involved. In this session, we will explore the value of journey mapping, which offers a comprehensive view of the entire customer experience—stretching from back-end operations to front-end interactions, helping us to understand the various journeys across teams. 

Key Topics in this session include: 

• How to design a comprehensive 360-degree journey across teams to ensure operations are guided by well-defined processes 
• Staying proactive in keeping journey maps up to date for continuous improvement and alignment across teams 
• Fostering cross-team collaboration to enhance the customer experience and streamline workflows. 
• Benefits of using journey mapping to become more efficient, reduce hand-off errors, and boost customer satisfaction.

Mariana Glomb

Head of Services CX
Lenovo

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While there’s a strong focus on Customer Experience, the vital role EX plays in enabling exceptional customer service is often overlooked. As organizations are growing to place high-quality customer service at the heart of their organization, it’s essential to recognize that the core of exceptional CX stems from excellent Employee Experience. In this session we will dive into the benefits of investing in employee experience, and how employee engagement, clear paths for employee development, and embedding the values of the organization in the employee environment can significantly enhance your CX initiatives.

Key Topics Include:

• How empowered and engaged employees are the key to enhanced customer outcomes
• Cultivating an employee-focused culture
• Why employees should be treated with the same value as customers

Farley Fernandes

Senior Manager, Customer Experience - Global Business Services
adidas

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Stefan Schmid

COO
Allianz Services

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Fausto Grelli

Vice President, Enterprise Service Management
PepsiCo

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Is your GBS flourishing or stuck in the cycle of valuing the process destination over the purpose of the journey? For far too long, efficiency and operational focus have overshadowed what truly drives value: customer centricity. Yet, 74% of respondents in SSON’s State of the Industry Report 2025 recognize customer satisfaction as the key to success. In this session, we highlight how revamping your company culture surrounding CX can be a significant driver of fresh perspectives that place the customer’s voice at the forefront, in turn, boosting economic success for your GBS.  

Evelina Georsa

Global Transformation Director, GBS HTR
Kellanova

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Generative AI is revolutionizing how GBS organizations deliver value, from streamlining operations to enhancing customer and employee experiences. According to SSON’s State of the Industry Report 2025, 48% of GBS leaders identify Generative AI as a top investment priority, yet many are still exploring its potential. The use of Generative AI in customer experience is still in its early stages, however, it is integral to get ahead of the curb, by knowing how to properly leverage AI for this purpose. Utilizing Generative AI in the CX space can aid in adapting conversations with consumers and help in delivering a more human-centric digital experience for customers overall.