Mike Murchison | CEO & CoFounder
Ada

WAF Day 1 @ 14:05

Customer Leaders Panel: Meeting customer expectations in Aviation: How airlines are innovating with the customer at its heart?

• Identifying your customer proposition, meeting customer expectations and a strong brand experience: how do these elements influence a great Customer Experience Strategy?
• How is the way airlines and customers communicate changing with the advent of Agentic AI and new communication tools?
• Minimising pain points for the customers with the use of technology: where do the real opportunities to remove frustration exist?
• How do leaders best identifying the trends that are here to stay from distracting fads?

Beatriz Guillen, Chief Customer Officer, IBERIA

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Beatriz Guillen / Customer Leaders Panel: Meeting customer expectations in Aviation: How airlines are innovating with the customer at its heart?

Beatriz Guillen, Chief Customer Officer,
IBERIA

Beatriz holds a degree in Economics and Business Management from ESEN in El Salvador and an MBA from the University of Manchester. Since April 2025, she has been the Chief Customer Officer at Iberia in charge of all customers related areas and as well as the loyalty program. Beatriz has 20 years...

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Rossen Dimitrov, Chief Guest Experience Officer, Saudia

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Rossen Dimitrov / Customer Leaders Panel: Meeting customer expectations in Aviation: How airlines are innovating with the customer at its heart?

Rossen Dimitrov, Chief Guest Experience Officer,
Saudia

Driven by world-class customer experience design, creative thinking and continually innovating in the airline industry, Rossen is an experienced senior executive with over 20 years of leadership experience working for the world's best airline brands. As the Chief Guest Experience Officer and...

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Samson Arega Bekele, Group Vice President Customer Experience, Ethiopian Airlines

Rajesh Dogra, Chief Customer Experience and Global Head, Airport Ops, Air India Ltd

Mike Murchison, CEO & CoFounder, Ada

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Mike Murchison / Customer Leaders Panel: Meeting customer expectations in Aviation: How airlines are innovating with the customer at its heart?

Mike Murchison, CEO & CoFounder,
Ada

Mike Murchison is CEO and Co-founder of Ada, the trusted agentic customer experience company, built to transform how enterprises engage with their customers. Powered by the Ada ACX operating model—which unifies technology, methodology, and expertise—Ada deploys high-performing AI agents that...

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