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 am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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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