Raquel Pinillos leads the Customer Experience practice at Deloitte Digital in Spain where she has had the chance to lead and participate in customer centricity transformation projects for various companies. From this position she has had the opportunity to witness the rise in the importance of “the customer” as an strategic asset in the organization and help companies move from product and process centricity to customer centricity. She has led projects in leading firms cross industry for the Spanish market. She is a member of the Board for the Spanish Association for the Development of CX and is certified CX professional. She has led the publication of different studies of the state of CX management in the Spanish market and has collaborated in the publication of the CX book “The Profitable Customer Experience”.