Annette Höher-Bäuerle

Annette has worked in the travel & hospitality industry for 17 years in very different roles, starting as a corporate lawyer focusing on hotel acquisitions and joint-ventures. 2010 she decided to leave the legal area with the aim to move closer to the customer and the business operations.

After leading various operational areas from Customer Service to Quality Management, where she built up a new quality management department focusing on improving Thomas Cook’s main hotel portfolio, she became Group Customer Experience Director in 2015. She built up the Customer Experience area with an international team which was responsible for Thomas Cook’s multi-year overall customer experience strategy and roadmap. She has a clear focus on the cultural transformation of becoming a customer-led business as well as designing the overall experience across the whole customer journey. Annette has extensive knowledge in Customer and Quality KPIs, cultural transformation and journey design and is a frequent speaker at CX Conferences. Currently she supports companies on their CX journey.


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