Cristina Fucchi

Cristina Fucchi is Chief Customer Experience Officer at JustFoodForDogs, where she oversees customer experience across subscription, e-commerce, retail, and digital channels. After more than 20 years in technical support and service operations, the main question she still asks is whether the customer actually solves their problem.

That question shapes how Fucchi thinks about self-service. She has argued that companies often become too focused on reducing contacts and operating costs, without paying enough attention to the effort they are shifting onto customers.

“Customers don't mind self-service. They mind ineffective self-service,” she says.

For Fucchi, a good digital journey should carry the customer through to resolution and recognize when a person needs to take over. She applies the same thinking to AI, and has argued for giving frontline employees stronger AI support, connected data, and continuous customer feedback so they can make better decisions during the interaction.

At JustFoodForDogs, that approach can be seen in the company’s work with KODIF. The technology began as a way to handle routine service questions and has expanded into product information, ingredients, feeding guidance, and subscription support. AI now handles 62% of those inquiries, while also helping customers navigate products and move closer to a purchase.

Fucchi connects CX to visible progress for the customer and, in turn, to retention and growth for the business. Her view of AI follows the same standard. The technology earns its place when it helps people get an answer, complete a task, or move forward with less friction.