Cristina Rutgers-Astolfi

Founder, C. Rutgers-Astolfi Advisory / Former Global Head of Analytics for Customer Support, IKEA IKEA

Cristina Rutgers-Astolfi is an independent advisor specialising in data and AI adoption, customer experience and digital transformation. She brings over 25 years of international leadership experience at IKEA and HP, where she led global analytics and customer experience initiatives across multiple markets. Her work focuses on turning data and technology into actionable insights, better business decisions and measurable outcomes, with a particular emphasis on organisational change and scaling AI adoption.

Agenda Day 2

2:40 PM Panel Discussion: Personalisation, Privacy and Permission: What Customer Data Should CX Teams Use?

Retailers have access to more customer data than ever before, but determining which insights genuinely help understand customer needs and deliver relevant personalised experiences remains a challenge. By defining what data CX teams should use, how permission is earned, and what value customers receive in return, retailers can create more meaningful customer interactions while maintaining privacy, trust, and long-term loyalty.

• What customer data is genuinely needed to understand customer needs, preferences and intent?

• How can retailers balance customers' growing expectations for personalised experiences with increasing concerns around privacy and data usage?

• Where should retailers draw the line between useful personalisation and interactions that feel intrusive, unexpected or difficult to explain?

Check out the incredible speaker line-up to see who will be joining Cristina.

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