All Pedro Serrahima articles
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MarketingTelefónica España brings back the human touch with CX overhaul
Movistar por Ti is to be extended across the Spanish unit’s customer base, featuring a platform-based approach to customer services underpinned by AI, but emphasising support from actual people.
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OperationsTelefónica tightens management focus for Spanish platform play
Previously heralded Industry Verticals unit now up and running as Telefónica implements a more ambitious multi-play strategy. Growing Wholesale business receives dedicated leadership, while regional management will take greater role in supporting B2B sector. Brand manager Serrahima given broader remit to improve customer experience in all sectors.
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PeopleSerrahima on the up as Telefónica targets multi brand
As Telefónica aims to make customer experience a key differentiator in its domestic market, Pedro Serrahima, the executive behind O2’s Spanish launch takes charge of the drive. Marisa Urquía also promoted to oversee transformation projects as Executive Chairman Gayo slims down the executive committee.