Some customer stories remind us that every failed order or frustrated user moment hides a breakthrough waiting to happen.
That’s the heart of our latest episode of How to Love a Customer, where we explore the fast-paced, emotion-driven, and endlessly complex world of customer experience — and how leading brands turn friction into growth.
🎙️ In Episode 5, our CEO & Co-Founder Mikhail Dubov sat down with Anastasia Zdoroviak, CX leader at Snoonu (and formerly at DoorDash and Rappi), to explore how data, empathy, and local context can transform digital experiences — and why the best CX teams are obsessed with every order that doesn’t happen.
🔑 Key Takeaways from the Episode
1. Every Unplaced Order Is a Lost Opportunity
Anastasia shared a powerful story from her time at Rappi. One late night, her daughter couldn’t sleep because of mosquitoes. Anastasia opened the app to order a repellent — but couldn’t find a fast enough delivery slot.
Days later, she noticed the same product had been added to Rappi’s 10-minute Turbo service — thanks to her team’s proactive data insights.
“Every time a session with a delivery app doesn’t end in a placed order, that probably means there was something off with the experience. We failed to solve a problem the user had in that moment.”
— Anastasia
This mindset reshaped Rappi’s CX approach: don’t wait for support tickets — use customer feedback analytics to detect unmet needs before customers tell you.
2. Using Data to Read Between the Lines
Rather than relying only on NPS or CSAT, Anastasia’s teams focused on behavioral feedback — analysing every funnel step, from search to cart, to understand where intent dropped off.
“We realised there were thousands of searches that didn’t lead to an order. That’s where the real feedback was — hidden in behaviour, not surveys.”
— Anastasia
This data-first approach uncovered UX blockers, confusing product naming, and unrealistic delivery expectations — turning analytics into empathy at scale. For more on this, check out our post on how to build a business case for unified customer intelligence.
3. Building CX Systems that Drive Real Business Impact
For Anastasia, great CX isn’t only about chasing satisfaction scores. It’s about driving measurable growth.
“Success is measured by the direct impact you drive to the business — incremental orders, higher retention, better profit. Every improvement in experience should show up in the numbers.”
— Anastasia
Her philosophy aligns closely with how we approach CX Intelligence at Chattermill: connecting every customer insight to real business outcomes like retention, conversion, and revenue.
4. Customer Experience ≠ Customer Support
Anastasia draws a clear line between support and experience.
“If your support organisation grows at the same rate as your business, you don’t have a customer experience strategy.”
— Anastasia
Support is reactive. CX is proactive — it’s about preventing friction before it happens. We explore this idea in our blog on how to turn support data into cross-team CX insights.
5. Local Culture Shapes Customer Expectations
Having led CX teams across North America, Latin America, and now the Middle East, Anastasia emphasised that expectations aren’t universal.
- 🇺🇸 In the U.S., speed and efficiency rule — customers expect near-instant delivery.
- 🇲🇽 In Latin America, relationships and communication matter more.
- 🇶🇦 In the Middle East, ethics and respect in communication are crucial — silence feels disrespectful, even if service is fast.
“You can’t build a frictionless digital experience without understanding the cultural code behind it.”
— Anastasia
Global brands can learn more about scaling CX across markets in our article on driving revenue through customer experience in retail & e-commerce.
💬 Bonus Hot Takes from Anastasia
🎯 Overhyped Trend: Chatbots
“Companies rush to automate support before fixing the root cause. AI should help us understand problems, not hide them.”
🧠 Favourite CX Mindset: Data is empathy.
Every click, search, and abandoned cart tells a story — if you’re willing to listen. See our guide on what makes an insight actionable.
🔥 CX Utopia: A world where support isn’t needed.
“No customer dreams of contacting support. The best experience is when you never have to.”
✈️ Brand Shout-out: Qatar Airways & Amazon
For personalization, reliability, and turning convenience into loyalty.
🧳 Why This Episode Matters
Anastasia’s journey proves that every failure is a feedback loop — and that the most successful CX leaders use data not just to measure satisfaction, but to uncover unmet human needs.
Her story is a masterclass in:
- Turning customer friction into innovation
- Measuring CX by business outcomes
- Respecting cultural nuance in experience design
- Building proactive systems that scale empathy
If you want to see how Chattermill helps teams do this, check out our product tour or explore specific features like Impact Analysis and Workflows to understand how you can operationalise CX across your organisation.
🎧 Listen to How to Love a Customer
If you work in CX, Product, Operations, or Customer Insights — this podcast is for you.
Each episode delivers:
- Real customer stories
- Practical lessons
- Frameworks you can apply tomorrow
🎙️ Episode 5 with Anastasia is live now.
