At A Glance

Sonja Stojanovski accidentally discovered her passion for customer experience 25 years ago when she took a call center job seeking a better work-life balance after law school. Now leading CX at Qure Skincare, she's motivated by the ability to make a difference for customers by delivering exceptional customer experience. She's transformed her remote-first team by shifting focus from speed metrics to quality interactions, empowering agents to build genuine customer relationships. By emphasizing deep customer journey understanding and using technology as a support tool, Sonja has created a CX department that resolves issues while driving revenue and brand loyalty.

‍About Qure's CX

Qure Skincare operates as an online-only brand, which shapes its entire customer experience strategy. The team is focused on meeting customers on their preferred channels and having high-quality, meaningful conversations.

Who is Sonja?‍

Meet Sonja Stojanovski, a customer experience leader with 25 years in the industry. Her career began unexpectedly after she completed her law studies and realized the legal world wasn't the right fit. While figuring out her next steps after having her first child, she started working in a call center and "fell into the CX world... purely by accident".

What excites her and gets her out of bed every morning is the dynamic nature of the work, no two days are ever the same. More importantly, she is driven by the knowledge that her team can make someone's day. At Qure, where customers are looking for salon-quality treatments at affordable prices to help them address their skin concerns, the support team can have meaningful conversations and recommend products that make a real difference to their skincare journey — something she finds incredibly rewarding.

‍The Team Structure‍

Qure has reformed the traditional customer service model by creating a dynamic, seasonally-flexible team that spans the globe. While many agents are based in the Philippines, renowned for exceptional customer service, the company refuses to be geographically boxed in, actively recruiting top talent from every corner of the world. By hiring agents directly, Qure can offer competitive wages, comprehensive benefits, and the coveted work-from-home flexibility that attracts premium talent. Gone are the days of agents trapped in soundproofed cubicles within massive call center buildings. This forward-thinking structure represents the future of customer experience: a remote-first, globally-distributed workforce where the best talent can thrive regardless of location. Technology serves as the great equalizer, breaking down language barriers and geographical constraints to enable truly borderless recruitment and seamless collaboration across time zones.

‍Hiring Philosophy‍

When recruiting, Sonja looks for people who can deliver exceptional customer service by putting themselves in the consumer's shoes. The key quality is a genuine desire to talk to people and have conversations. Agents need to be comfortable with phone calls and small talk to ask probing questions and support customers, not just by "hiding behind an email or a live chat".

‍Channels and KPIs‍

As an online brand, Qure’s customers instinctively prefer to participate through email, social media channels like Instagram, and live chat. The team uses technology that provides a comprehensive view of the customer, their purchase history, past questions, and interactions in order to ensure a seamless conversation without the customer having to repeat themselves. Key future priorities include adding WhatsApp for more extensive outreach and offering pre-booked one-on-one consultations for customers who want dedicated time with an agent.

The core KPIs are CSAT (Customer Satisfaction) and First Contact Resolution. Sonja proudly states that the team's average response time to queries is two hours. She intentionally avoids metrics like "talk time," believing it's not about the length of a conversation but the quality.

‍Driving Revenue and Continuous Improvement 

The CX team at Qure is viewed as a revenue center, not a cost center. Technology allows them to link customer interactions directly to sales conversions, enabling the team to be incentivized with bonuses for driving revenue through outstanding service. During quiet periods, the team focuses on continuous improvement by reviewing and updating SOPs, analyzing data to identify customer pain points, and upskilling through hands-on product training.

‍The Role of AI‍

Qure utilizes AI as a "co-pilot" or "smart assist" tool to support agents, not replace them. For instance, AI is used for translations, which helps the team serve a global customer base without needing to hire multilingual agents for every language. The focus remains on human-led interaction, with technology acting as an enhancer to elevate service.

Three Essential Pieces of Advice Every CX Leader Should Follow‍

Your team holds the keys to transformation. Your frontline staff live and breathe customer interactions daily. When you genuinely listen to their insights, you're tapping into your business's most valuable intelligence.

Pick up the phone and face the heat. Those uncomfortable customer calls are your treasure troves. The complaints that make you cringe are exactly where breakthrough insights hide—but only if you're brave enough to listen directly.

Turn overwhelming challenges into winnable battles. Those massive CX problems keeping you up at night aren't unsolvable—they're just poorly organized. Dissect each giant challenge into bite-sized, actionable pieces. What felt insurmountable becomes a series of achievable victories.

What sets good CX leaders apart from great ones? Great leaders get their hands dirty, ears open, and break big problems into small wins.‍

Tech Stack

Qure’s customer experience team relies on its CRM as a central hub for all customer data. Sonja Stojanovski calls it the “one-stop shop” for understanding every customer and channel. By consolidating purchase history, past inquiries, and interactions, the system gives agents a complete view, ensuring customers never have to repeat themselves. It also links interactions to sales conversions, highlighting CX as a revenue driver.