Quick 6 With Graham Webster, Telefonica

In this feature on the Customer Experience Matters blog, we ask 6 questions of different customer experience leaders. In this edition: Graham Webster from Telefonica.

  • Name: Graham Webster
  • Title: Director of Customer Experience, Telefonica Europe & Telefonica S.A
  • Company: Telefonica S.A
  • Length of time on the job: 3 years
  • Previous position: Senior Vice President Strategy, Telefonica Europe

1) What do you most like about your role?

The ability to enhance people’s lives

2) What are you most proud of accomplishing?

Helping increase the customer focus across Telefonica businesses

3) What has been the most surprising challenge?

A quote by an internal person – “The brand and people are nothing to do with quality!”

4) How would you describe where your company is on its customer experience journey?

Progressing slowly but nevertheless progressing with senior management leadership

5) What initiatives are you currently most excited about?

Customer Feedback Systems dashboard trials

6) What advice do you have for someone who is about to take on a similar role?

Make sure the CEO is committed and not just in words but budget and actions when times get tough

Bonus question: What is one thing that people would be surprised to know about you?
I used to be a Civil Engineer designing bridges

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

3 thoughts on “Quick 6 With Graham Webster, Telefonica”

  1. Bruce, thanks for posting this. It’s always interesting to learn about the specific initiatives taken, (especially in high-churn industries like telco) to improve the customer experience. Mr. Webster refers to his “Cuystomer Feedaback System Dashboard trials.”

    Can you provide any further details on that intiative? For example:

    What KPI’s is Graham tracking on the dashboard?
    What specific actions are taken, based on the KPI’s?

    Thanks Bruce, and Happy New Year.

    Jim Watson

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