Olga Sulyagina

Olga Sulyagina is President of Customer Experience and Customer Service at UPS, where she oversees global CX strategy across digital channels, contact centers, shared services, and self-service. She previously led digital experience and e-commerce strategy at UPS, giving her a close view of the problems customers encounter across different touchpoints and the operational decisions that shape their journey.

Under Sulyagina's leadership, UPS and AKQA tested more than 50 potential capabilities, released a beta for frequent user feedback, and tracked Customer Effort Score alongside NPS, satisfaction, and adoption. Within six months, the app reached 2.5 million first-time downloads, while CSAT rose from 2.5 to 3.7 and NPS from 21.5 to 39.5.

Her work shows what good CX can look like in practice: make interactions easier in ways customers can notice and teams can measure. Sulyagina's background across marketing, sales intelligence, business change, and customer service has also made her comfortable working across the systems behind those outcomes.

Sulyagina has been quick to adapt AI in her processes. Public descriptions of her remit include AI and digital self-service, while UPS has set a goal of handling more than 98% of customer-service requests through a mix of AI and human expertise by the end of 2026.

Under her supervision, UPS is applying AI to tracking, claims, returns, international shipping, and service inquiries. Care teams are getting real-time shipment intelligence, while conversational tools can handle routine requests. The focus is on faster answers, fewer handoffs, and greater visibility for customers.