Meet Negislava, Head of CX

What’s your role at ANNA, and how does your job make a difference to customers?

I’m Head of Customer Experience at ANNA Money, which means I’m responsible for how our customers feel every time they interact with us, from signing up to those moments they need a bit of help. My role is about connecting the dots – the people, tools, and ideas that shape those experiences.

I work with an incredible team who speak directly to our customers every day, and my job is to make sure they have the confidence and freedom to be true advocates for our customers.

What’s one small detail in the customer journey that you think makes a surprisingly big difference?

Honestly, it’s the tone we use. A message that sounds warm, human and genuinely interested can turn someone’s day around. Our customers are usually juggling a lot, so when they reach out, they don’t want robotic replies – they want someone who understands what needs to be done.

That tiny bit of empathy and personality (with a pinch of humour) goes a long way. It’s often the difference between “okay service” and “wow, they really care.”

What’s the most memorable piece of feedback you’ve ever had from a customer?

For me, it’s when a customer tells us we’ve gone beyond what they thought would happen – not because we fixed something fast, but because we treated them like a human being. Those moments when someone says, “I didn’t expect that kind of care from an e-money provider,” are everything.

And honestly, seeing the team own those moments, think outside the box, and go above and beyond – that’s the best part of the job.

What’s one thing you’ve learned from customers that surprised you and changed how you approach your work?

Throughout the 5 years I’ve been in ANNA, I’ve learned that our customers really value honesty and transparency more than perfection. When something’s gone wrong, they’d rather we say, “Here’s what’s happening, and don’t worry – we’re on it” rather than pretend everything’s fine.

This realisation changed how I lead. We focus on being open, human, and clear, even when things go wrong. It builds more trust than any scripted apology ever could.

What’s a small tradition or ritual your team has that makes the workday more fun?

We start each team meeting with a quick check-in question, and before you know it, we end up debating biscuits or movie soundtracks, and it just sets the right tone.

We laugh and joke a lot with each other – it just genuinely keeps us human. If we want our customers to feel warmth and personality from ANNA, it has to start with how we show up for each other.

What’s the most rewarding moment you’ve had leading customer experience so far?

The most rewarding moments are when I see the team truly owning the customer relationship – when they don’t just follow a process, but think creatively to do what’s right. There was a time when a customer had a really tough situation with their business finances, and instead of sticking to a rigid process, one of our team members pulled in different parts of ANNA to find a solution. This same customer wrote back later saying it felt like we’d “given them their confidence back.”

Moments like this remind me why we do what we do. It all really is about empowering people, both our customers and our team. When your team genuinely cares, those “wow” moments happen naturally.

I also love seeing how the decisions we make all come from real customer stories and show up directly in how our clients experience ANNA. You can feel the change in their feedback.

What’s the next big opportunity you see to make ANNA’s customers feel truly supported?

The future of customer experience is deeply human – even as we use more automation and AI, my goal is to make things more personal, not less.

I see our role evolving even further from reactive support to a form of proactive partnership; helping our customers anticipate challenges. The experience ANNA’s customers get will always be built on connection, care, and curiosity.

What’s the best thing about working at ANNA?

The best thing about working at ANNA is hands down the people – both in the team and our customers. Everyone genuinely cares about what we’re building and who we’re building it for. Our customers are small business owners with a huge passion for what they do, and that energy is infectious.

What’s your proudest ANNA moment?

Every time we make a real difference in a client’s journey is a proud moment for me. Whether it’s come from our Customer Experience team or our product teams, or a collaboration between the two.

The difference we make isn’t just about fixing issues quickly – it’s about creating trust. Our customers run small businesses, often wearing all the hats at once, and when they reach out to ANNA, they want to feel that someone really gets them. Every time we make running their business a little easier or take a weight off their shoulders, we’ve done our job.

What makes ANNA customers different?

What makes ANNA customers different is their drive. They’re people who’ve built something out of nothing – freelancers, founders, side hustlers – and they bring that same passion and grit into every interaction with us.

They’re creative, they’re brave, and they’re endlessly resourceful. I’m constantly inspired by the way they balance running their businesses with everything else life throws at them. They remind us every day why we do what we do – behind every message or transaction is someone chasing a dream, and it’s a privilege to support that.