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Branka Pudrlja Durbaba, Chief Sales and Customer Satisfaction Officer, A1 Serbia

A Personable Approach Makes the Difference

At A1 it’s precisely the users that drive and inspire the company, which is why A1 strives to remain relevant and thus able to provide those users with support, additional information and a personalised approach, all using methods and dynamics that suit the user

In struggling for equal opportunities for all, we are also struggling for a society that’s healthier and more successful, because we believe that the economic empowerment of women is key to progress in general,” explains our interlocutor, before emphasising her belief that technological development mustn’t be allowed to negatively impact empathy, intuition and creativity.

From the perspective of the user experience, what marked the past year; and what do you expect the leading trends to be over the year ahead?

— In an era of rapid technological advancement and dehumanisation, a personable approach is what makes the difference on the market. Companies have had a serious task over the past year: to identify the exact point at which human empathy, intuition and creativity are met by the speed, scale, precision and efficiency provided by technology. The experience a brand provides for its users will gradually give way to the desire for self-actualisation and the transparent communication that characterises the younger generations. The E2E (end to end) user experience is one of the most important pillars when it comes to building relationships with users. It implies an omnichannel approach – providing a faultless and unique brand experience, regardless of the communication channel that users choose.

Today’s users know what they want before they even come to us, and our assignment is to be relevant, to provide them with support, additional information and a personalised approach, all in a way and under dynamics that suit them.

Do you think women in Serbia today have enough self-belief and belief in their own abilities? Do they have support when they start building a career? Do you think they should be empowered while they are still girls?

— Women today are certainly more confident than they used to be, but there are still challenges confronting women with regard to equality, access to education and employment, as well as with cultural and social norms. I’m personally fortunate to work at a company where gender isn’t linked to success or failure in any way. Women comprise more than half of A1’s employees, and also hold around 60 per cent of management positions. They all have belief in themselves and their abilities, and have a desire to change the world, and with that also strong support in developing their careers.

The E2E (end to end) user experience is one of the most important pillars when it comes to building relationships with users

Many factors impact on women’s perceptions of their own abilities, including education, family support, the availability of mentors and the role of the media in shaping awareness. That’s why all of us who are part of the social ecosystem have an important role to play in empowering them, from an early age, but also later.

You are also a mother of a little girl. Is it difficult to strike a balance between your parenting and work obligations?

— The role of mother and parent is one of the most beautiful and responsible roles in life. On the other hand, I enjoy my job immensely, so I don’t perceive it as an obligation in the proper sense of the word. I believe that many women today think in a similar way and manage to successfully become self-realised and satisfied and accomplished in both roles. It is important to know how to draw a clear line between your work and private life, which is not always easy to achieve. However, as long as there exists, like in my family, good communication, understanding and support between partners, achieving that balance is much easier, because every happy woman is a successful woman.

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