Zoe Reuter is a customer experience (CX) leader and Exec board member at education resource provider Findel.
With more than 20 years’ experience in the sector, she has been a judge for the European Contact Centre and Customer Service Awards and her achievements have been recognised in numerous awards, most recently by the UK Customer Experience Awards as CX Leader of the Year 2023.
In her current role, Zoe oversees more than 60 employees and is responsible for steering Findel’s business strategy. She plays a key role in ensuring Findel deploys the right technology and solutions to consistently elevate the customer experience and maintain its position as a market leader in the industry.
How did you land your current role? Was it planned?
I have been working with Findel for 25 years, having joined the company fresh out of university, where I studied Business and wrote my thesis on customer service. Throughout my time at Findel, I have worked in almost every department and built-up experience and knowledge of every aspect of Findel, especially as I took on more and more managerial roles.
I assumed my current position five years ago following a significant tenure as the head of customer service. It was a newly created position, created to ensure the voice of the customer was present within the board room. While my role has expanded to encompass more than I imagined when I started in it, CX remains at the heart of what I do.
As a new role, I have applied my diverse experience at Findel to shape its responsibilities. As such, I have spearheaded pivotal tech projects, and orchestrated significant system upgrades, whilst continuing to lead an efficient and effective CX operation. But my role extends beyond this, too. On any given day, I could be working on solutions to improve working capital or fostering relationships with customers and partners.
Why did you choose your current expertise? And what does it compromise of?
Whilst my career has been filled with diverse roles, the return to CX felt like a natural homecoming for me. I believe CX, in its essence, should be the heart of every organisation, whether it’s nurturing culture, enhancing employee experience, or leveraging technology for seamless operations.
While my role is not exclusively tethered to technology, it undeniably forms a cornerstone of my work. Delivering innovative solutions, whilst focusing on continuous improvement, and embedding efficiency into every process, is a key part of how I contribute to Findel’s success. To achieve this, I collaborate closely with our technology teams. Establishing valuable partnerships has been instrumental in steering projects and fine-tuning our customer journeys – a testament to the power of collaboration and the relationship between technology and CX. Our recent partnership with the Contact Centre specialist, IPI, is a prime example of this. They have been invaluable in helping us modernise and progress our technology in the Contact Centre.
Looking ahead, we are excited about the potential of some new AI-based implementations and working in partnership with them to enhance the features available within Elastic CX.
What are you most proud of in your career, so far?
I’m most proud of the team I’ve created in CX, and the culture that’s developed from that, as they are testament to a decade-long journey in championing our customers. Ten years ago, the notion of customer-centricity was met with indifference, but through relentless dedication across industries, we’ve seen the entire landscape of CX transform, especially within Findel. Today, a customer-centric ethos permeates every corner of Findel, and I am so proud to be working with a team that garners so much positive feedback. Gone are the days of stereotypically unhelpful Contact Centre agents!
I’m also proud to have formed the Findel Foundation which is committed to delivering Findel’s social strategy, and laying the foundations for future generations through a programme which consists of providing careers guidance and opportunities, colleague volunteering, charitable donations and continuing to ‘do good things’. In FY24 alone, we invested over £100,000 back into educational communities.
What does an average workday look like for you?
As my role has evolved, I don’t really have an average day. Every workday presents a number of different tasks and challenges, and I enjoy that my role has progressed into something quite unpredictable! As I have transitioned towards a less hands-on approach, entrusting the day-to-day CX operations to my capable management team – which boasts over a century of collective experience within Findel – my focus has shifted towards spearheading projects, for example delving into self-serve product development.
I also work closely with the other members of our exec board to ensure that all strategic decisions are made with our customers in mind and that when we make big decisions on technology we consider the requirements of both the customer and the user. In essence, across every workday I want to make sure Findel continues its growth trajectory, leveraging everything it can to ensure it remains adaptable to the ever-changing needs of the customer, and continues to be ‘easy to do business with’.
Are there any specific skills or traits that you notice companies look for when you’re searching for roles in your field?
When we are looking for candidates for roles across Findel, we ensure that we hire individuals who can demonstrate our core values of passion, ambition, bravery and care, and can have the skills and interests that will align to the needs of Findel.
As Findel is an educational resource provider, we also love to see people who are equally passionate about the education industry. After all, in Findel’s line of work, success hinges on more than just transactions; it’s about fostering genuine connections and tailoring solutions that resonate with our customer’s needs.
Have you ever faced insecurities and anxieties during your career, and how did you overcome them?
I have often doubted myself as I have progressed through the ranks and taken on new responsibilities, but I have come to realise that this is just my nature. What I now understand is how to manage those feelings, and I am now much more confident to push myself to try something new, and not be afraid of failure.
I would encourage anyone to explore their PRINT profiles. This is something that we have utilised across Findel and has been invaluable to us as part of our Leadership Development programme with Trans2 Performance. As I result of this development, I understand what motivates me (and more importantly the people around me), I am more self-aware and I have more strategies in my armoury to help me to navigate change.
Entering the world of work can be daunting. Do you have any words of advice for women who might be feeling overwhelmed or want to reach their career goals in technology?
The executive landscape, while still predominantly male, is changing for the better. At Findel, we have a diverse leadership team, and I have no doubt that this will continue to evolve.
Through my involvement in the Findel Foundation I’m personally invested in initiatives to empower young girls in STEM fields, and I work with Claire Gleave, the Head of the Findel Foundation, to partner with institutions like the Rio Ferdinand Foundation, and various schools and colleges where we have achieved just that, broadening horizons and highlighting the opportunities across all disciplines.
For those embarking on their professional journey, my advice is to embrace the unknown, don’t fear setbacks, and take what you can from every opportunity to help your personal growth.
