‍At A Glance

Elementor is a user-friendly website builder, offering high quality service with a simple-to-use editor. It allows anyone to create their own website without the time commitment and without any coding experience. Setting professional standards and offering the best in performance and quality, Elementor is the leading platform for open-source website building serving millions of users around the world.

Who is Oren?

Meet Oren Zafrany, Director of Customer Experience at Elementor, where he leads global Customer Experience transformation through AI, operational excellence, Voice of Customer initiatives, and scalable support operations.

About Elementor

Elementor is the leading platform for building websites in open source, operating as a B2C company as well as what they call a ‘B2C\2B’ because they’re often working with companies and creators .

Oren’s CX Journey

Oren hasn’t always been in customer experience. In fact, he was previously leading in investigations,  intelligence and operations with the Israel Defense Forces and the Israeli Ministry of Defense. While the industries are very different, the core skills remain the same - solving complex problems, making decisions under pressure, and leading people through uncertainty.

First, Oren joined the company as the Customer Experience Incidents & Problems Management Lead, quickly moving up the ranks to lead the global customer experience and ultimately to his position as Director of Customer Experience.

Looking back, the transition feels more natural than it may seem. Every role he has had has been about understanding complex situations, bringing people together, and driving meaningful change. In Customer Experience, that means creating systems that help customers succeed while enabling the business to scale. For Oren, the most rewarding part has always been driving meaningful change - improving the way people work, the way customers experience the product, and the way the business grows.

Being involved in the customer experience means that you’re the first line when the customer has a problem or when they want to talk about their experience. And that is something extremely important and impactful.

The CX Team at Elementor

With a remote team that operates from all around the world, Serbia to Mexico, Spain to Israel, Philippines to India, Elementor employs customer service teams to offer 24/7 support by having people working all over the world to continuously support the users

But with so many people on the team there are always concerns as well. For Oren, the number one problem is scaling. As the customer base continues to grow, the biggest challenge isn't simply adding more support agents - it's building a Customer Experience organization that can scale without compromising quality, speed, or the customer experience itself. 

For Oren, scaling isn't about replacing people with AI - it's about enabling both customers and support teams to work more effectively. That means investing in self-service, AI-powered assistants, proactive support, and automation, while using customer insights and data to continuously improve both the product and the customer experience.

Growing the Team

At Elementor the new agents are usually actually users of the company. They’re people who worked in the industry and have personal experience of website building, at least four to five years. These are also people who are very involved with the company or who may have been involved as employees with the company previously, but that doesn’t mean they have the customer service skills they need for the role.

Because the new agents are already skilled in the product itself, it means that there’s less training required. They don’t need to be trained about the product but only about customer experience specifically.

Now, that doesn’t mean that the agents are always previous users. The ones who aren’t, however, are customer experience professionals. These are people who know how to take care of their customers but may need to evaluate the website building service a bit more so they really understand the product before getting started.

The Most Important Trait.

Oren’s most important trait for a new customer experience agent is a problem-solving mindset. And number two is certainly empathy. When customers are coming to an agent because they’re having a problem it’s important to look at that problem with a sense of empathy and do whatever you can to simplify things and help them to feel better and get through that friction point. No matter how that customer might act, it’s essential for the agent to remain polite, friendly, understanding and take full ownership until the problem is resolved

CX Team Success Factors

What’s coming next in the world of customer experience? Oren believes that it’s upgrading the current proactive model to become predictive. Where they are currently recognizing problems and reaching out to customers to let them know what’s wrong and what to do, Oren believes that the process is going to be even more effective in the future.

With predictive systems, it will be possible to recognize a potential problem before it happens and then try to solve it before it even becomes a problem and before anyone actually realizes they need support. Within five years, Oren believes that the best support experience is the one customers never need because the product, the data, and the customer experience work together to prevent issues before they happen.

By bringing AI alongside the agents and continuing to build and create with AI, it’s possible to achieve even more for the customers. AI will continue to transform Customer Experience by handling repetitive tasks and empowering both customers and support teams. As a result, human agents will increasingly focus on complex problem solving, critical thinking, and building trust during high-impact customer interactions. The role of Customer Experience professionals won't disappear - it will become more strategic than ever.

Tech stack

Creating a high-quality tech stack, especially for a large-scale business, is essential. At Elementor, the CRM program is Kustomer. From there, they have AI-powered  chatbots and a knowledge hub solution that helps them take care of a number of customer tickets without  having to involve an agent.

The AI chatbot, Angie, can work on the clients website and actually take care of some of the actions for their personal website. They’re able to implement solutions and resolutions that help to resolve tickets, keeping the process moving faster and more smoothly.

And the chatbot is not the only area Elementor is using AI. They also have a knowledge hub that can help answer even more questions and problems for the customer. It can give summaries, outline the next steps, and more.

Beyond customer-facing AI, the team in elementor also use AI internally to summarize customer interactions, identify trends, surface Voice of Customer insights, and help our teams make faster, data-driven decisions. For Oren, technology isn't just about automation - it's about giving the teams better information to make better decisions.

Maximizing AI

Elementor is already working to improve their use of AI, and it starts with the deflection they’re already doing, where customers don’t even need to submit a ticket in the first place. AI chatbots and self services are able to handle over 50% of interactions so that the customer never needs an agent.

Beyond implementing AI solutions, Oren also built an AI innovation framework that empowers managers and frontline teams to identify business challenges and create practical AI solutions across the organization.

Also, Oren credits AI with saving even more tickets because he knows that his customers are already reaching out to AI directly to answer their questions before even reaching out to Elementor at all.