Kristina Judina works at the intersection of business, technology and human behavior — where the future of customer experience is being shaped.

As Head of Service at Elisa Estonia, she leads an organization of 160+ people and has driven a customer experience transformation that moved NPS from –19 to +50 while achieving 89% employee engagement.

Kristina is also a psychologist and coach, bringing an understanding of human behavior into the way she approaches leadership, change and AI.

She sees AI as one of the biggest opportunities for customer experience — a powerful partner that can help people make better decisions, work smarter and create more value for customers. But its real potential emerges when technology and human strengths complement each other.