September 22, 2025
Q&A with Stephanie Ogulin
Customer experience has become an engine of growth, loyalty, and competitive differentiation. Yet creating seamless, human-centred experiences across complex organizations remains a challenge. Few understand this balancing act better than Stephanie Ogulin, MA CCXP, founder of transformXP and an accomplished CX transformation consultant.
With a career spanning industries from pharmaceuticals and energy to banking and luxury goods, Stephanie specialises in designing transformation processes that are customer-centric, data-driven, and emotionally resonant. She partners with leadership teams to break down silos, integrate AI responsibly, and build the cultural mindset needed for true, end-to-end CX.
In this Q&A, Stephanie shares highlights from recent projects, the opportunities and risks she sees in emerging technologies, and her ambitions for elevating customer experience as a strategic driver of business success.
Q – What areas of customer experience do you work in? (please include the industry vertical and role you work in)
As a management consultant for Customer & Transformation Experience Design, I combine strategic thinking with a deep understanding of customer expectations, market changes and internal dynamics. My focus is on designing transformation processes in such a way that they are:
- customer-centric – i.e. address real needs and create added value,
- data-driven – with clear insights as a basis for decision-making,
- interdisciplinary – through collaboration between marketing, sales, service, HR and IT,
- and emotionally connectable – because change can only succeed if people go along with it.
I do have outstanding references in the pharmaceutical, energy, aviation, banking and insurance, consumer goods, and luxury goods sectors. My clients describe me as a future-oriented sparring partner and experienced companion with a high level of quality awareness as well as a professionally profound consultant.
Q – What has been your most interesting CX project in the last 12 months?
- Strategic CX Enablement in Pharma:
In a recent project with the CEE hub of a global pharmaceutical company, I support the development of a data-driven Customer Journey Analytics and Experience Improvement framework. The initiative empowers newly appointed Journey Owners to drive continuous CX improvements across key treatment journeys. By aligning agile methods with local market maturity, we aim to create a scalable, culturally attuned roadmap—bridging strategy and execution across a complex regional structure.
- CX Culture Shift in Insurance:
For an Austrian specialist insurer, I designed and delivered a CX training program for over 100 employees, aimed at embedding a customer-centric mindset across all departments. The interactive format connected CX principles to daily work, helping break down silos and foster internal alignment. The result: a shared understanding of how every role contributes to customer enthusiasm—laying the foundation for sustainable CX transformation.
Q – In your opinion, what is the biggest challenge facing the CX profession?
The biggest challenge in CX today is harnessing the potential of AI responsibly. While AI can significantly enhance customer experiences, it also introduces risks around ethics, transparency, and human connection. As a certified AI project manager, I help organizations navigate this complexity by aligning AI capabilities with customer needs. At the same time, large corporations must overcome internal silos through agile, cross-functional collaboration to deliver seamless, end-to-end experiences. True CX transformation requires both technological foresight and cultural change.
Q – What’s your professional ambition for this year?
This year, my ambition is to deepen the integration of customer experience with core business functions like marketing, sales, digitalization, and innovation. Too often, CX operates in isolation, limiting its strategic impact. I aim to advance a ‘total experience approach’—an agile, data-driven interface between customer experience and operational excellence. By fostering interdisciplinary collaboration with a shared vision and measurable outcomes, I want to help organizations unlock sustainable value for customers, employees, and the business alike.
