Liliana comes from one of the toughest industries where it is quite a nightmare to keep customers happy, even if a small element goes wrong. Aviation and that too for a very popular brand, Jetblue!! Coming from a background where she was directly responsible for delivering an extra ordinary user experience to customers of JetBlue,  the knowledge she gained helped her start her own venture in customer experience design - "The Petrova experience". Key takeaways from this episode are: 1) The power of information/data. Empowering and arming the customer with near accurate data and equipping them with the power of choice, building apps to deliver data quickly and then the power of co-creation, where customers participate in the process, are 3 key pillars to customer experience. 2) Customer experience is driven by two drivers: The brand value needs to come through else the customer experience is not well done. Customer experience is the successful delivery of a brand value. 3) Customer experience is a non linear outcome. It requires close examination of user behavior, employee behavior and also organizational culture to bring about optimal customer experience. For instance, Even if the technology is great, if the employee experience is not great, the end customer experience is impacted.  4) Thinking from an outside perspective of what the customer is looking for rather than an internal approach is critical - Design thinking is a crucial aspect of customer experience. 5) A major trend is an overall elevation and authority of Customer Success Executives and the evolution of intelligent algos(AI) that are all set to disrupt this space even more. And a great answer that I absolutely loved was that if she were to work from the moon, one function she will take is "Copy writer". I loved it. This and much more in this very insightful episode!