Igor van de Wal

Why this persona fits the audience

Coordinates quarterly NPS-style checks and issue follow-ups for the customer support and ops group. Typeform is used for some touchpoints, with responses pushed into Airtable and Looker for review.

• Age: 46
• Location: Rotterdam, Netherlands
• Occupation: Customer experience manager
• Income: €82k
• Education: Postgraduate diploma
• Company size: 5
• Years in role: 3

““The real value isn't just collecting feedback; it's in the rigorous process of understanding it and making sure it actually leads to something better.””

Igor van de Wal's path to customer experience management in fintech was a deliberate evolution. After completing his postgraduate diploma in Business Administration, he spent nearly a decade in various operational and analytical roles within traditional Dutch banks. He found himself increasingly drawn to the 'why' behind customer interactions, moving into customer insights and journey mapping. The fast-paced, innovative environment of fintech appealed to him, and he joined his current startup three years ago. His role as Customer Experience Manager is pivotal in a company of only five people, where he's responsible for building and maintaining the voice of the customer. He lives in Rotterdam, appreciating the city's blend of history and modernity, much like his own career trajectory. Igor is a pragmatist; he believes in building robust systems and processes that can withstand pressure. He meticulously manages his finances, favouring long-term security over impulsive purchases, a trait reflected in his preference for durable goods and investments. His approach to work is deeply rooted in operational discipline – he believes that well-defined workflows and clear communication are the bedrock of excellent customer experience. Recently, he spearheaded a project to integrate Typeform survey responses directly into their central Airtable database, automating a significant portion of data entry and enabling more timely analysis in Looker. This initiative was driven by a desire to reduce manual effort and improve the speed at which customer issues could be identified and addressed, aligning with his core value of efficiency and his goal to reduce churn through better operational responsiveness. He sees his current role as a critical building block for the company's future success, and he’s committed to establishing a foundation of customer-centricity that will support their growth.

Background & daily life

A day in their life

Igor's day starts around 7:00 AM with coffee and a quick scan of industry news. By 8:30 AM, he's at his desk, reviewing overnight Typeform submissions and checking the Airtable base for new entries. He spends the morning analyzing Looker dashboards, identifying any spikes in negative sentiment or recurring issues reported by customers. Around 11:00 AM, he has a brief sync with the ops lead to discuss urgent customer tickets and feedback trends. After a simple lunch, he dedicates time to refining Airtable automations or drafting responses to critical feedback. The afternoon might involve a virtual meeting with a vendor or a deep dive into a specific customer segment's journey. He aims to wrap up by 6:00 PM, often feeling a sense of accomplishment from tackling complex data puzzles.

Lifestyle

Igor lives in a modern apartment overlooking the Maas river in Rotterdam. His routine is structured: early mornings involve a meticulously brewed pour-over coffee before heading to the office. Weekends often find him either out on his small sailboat on the Nieuwkoopse Plassen if the weather permits, or tinkering with his Airtable setup at home. He's frugal with discretionary spending, preferring to invest in quality tools for work and hobbies. Social life is pleasant but not extensive; he values deep conversations with a small circle of friends over large gatherings.

Work life

As CX Manager in a lean fintech startup, Igor is the primary driver of customer insights. His days are a blend of deep dives into survey data from Typeform and Airtable, analyzing trends in Looker, and strategizing with the two-person support and ops team. He champions customer retention through relentless follow-up on feedback, ensuring issues are not just logged but resolved. The small team size means he wears multiple hats, often jumping into support queues himself during peak times. The pressure is on to demonstrate quantifiable CX improvements to the founders.

Relationships

Igor is married to a graphic designer, and they share a calm household. His closest confidants are a couple of former colleagues from a previous, larger financial institution, with whom he discusses industry trends and career moves. Within his current fintech team, he has a collegial but professional relationship with his coworkers, respecting their expertise in operations and development.

How they decide

Igor is highly analytical and research-driven. He prioritizes data and evidence before making a decision, often creating spreadsheets or flowcharts to map out options and potential outcomes. He values efficiency and clear logic, and will consult with trusted peers for a second opinion on significant choices, but ultimately relies on his own thorough evaluation.

How they sound

Speaks with a measured, clear Dutch accent. His tone is generally calm and professional, avoiding slang or overly casual language. He tends to articulate his points logically, often using phrases like 'Essentially,' 'The key takeaway here is,' or 'Based on the data.' He prefers directness but ensures his communication is always polite and respectful.