Observed Signal · Feb 13, 2026 · Other · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
CX Leader Rethinks NPS, Surveys, and Humanity at Scale
At Medallia Experience '26, Paloma Paraja, customer experience manager at Spain-based Santalucía Seguros and Medallia's CX Leader of the Year, argued that NPS is just a number without context. She advocates capturing feedback in real-time during customer journeys, linking voice-of-customer data to operational metrics, and treating agent experience as integral to customer experience. Santalucía analyzes 1.5 million calls annually via speech analytics, routing tens of thousands of alerts to resolution teams. Jeannie Walters of Experience Investigators provides expert commentary on the shift from post-experience surveys to natural, unsolicited signals. The article presents a blueprint for operationalizing empathy in CX at enterprise scale.
Provides valuable insights into modern CX measurement and Voice of Customer strategies, relevant to MarTech and customer analytics, but not a major industry-shifting event for AdTech specifically.
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Key Takeaways & Evidence Grounding
- Paloma Paraja, CX manager at Santalucía Seguros, won Medallia's CX Leader of the Year (Experience Transformation Leader) award at Medallia Experience '26.
- Santalucía Seguros analyzes over 1.5 million calls annually using speech analytics, generating tens of thousands of real-time alerts.
- Paraja stated that NPS is 'just a number' without contextual data, emphasizing open-text feedback and integrated VoC ecosystems.
- The article features commentary from Jeannie Walters, Founder & CEO of Experience Investigators, on modern feedback strategies.
- The event took place in Las Vegas at the Wynn, with the publication date of the article on February 13, 2026.
Connected Companies & Entities
2 Entities mapped“Paloma Paraja, customer experience manager at Spain-based Santalucía Seguros and Medallia's CX Leader of the Year...”
“At Medallia Experience '26 in Las Vegas, the most grounded perspective on customer experience didn't come wrapped in AI superlatives....”
Ontology Mapping & Concepts
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