How to ditch the script and respond with care empowers everyone

It is a fact that customers want to get the most out of a product and do it in the best possible way. But when products don’t work as expected or a problem arises, it’s more important to be heard.

And yet, a common scenario seems to be that customers hit a bump in the road, contact support, and experience a sense of anonymity, as if they were an ether-dwelling presence in a queue of countless others. people, waiting to interact with a chatbot. . No one wants to go through an impersonal maze of follow-up messages, phone calls, and emails.

For Rafael Pacheco, establishing real relationships and getting to the root of a customer’s problem, instead of moving people through AI scripts and repetitive exchanges, is what underlies his approach as a customer service expert in wix.

“Our primary goal at Wix is ​​user success. We are not a scripted company where you have to say this, this and this,” said Pacheco, who lives in Miami. “Whenever they bring up an issue, we do our best to resolve the issue. It’s rewarding because we know the impact we have on each of our users.”

At Wix, Pacheco and her colleagues, like Skye Kelly, who lives in Cedar Rapids, Iowa, argue against a blanket, monolithic approach in favor of individualized care. Together, they help users apply the company’s broad platform of services designed to boost a company’s online presence. As the leader of the Premium and Policy team, which handles things like refund policies, Kelly isn’t in the business of putting up stop signs. Rather, she is interested in turning on a green light to show customers the right way to get where they need to be.

“It’s amazing to know that as a company we’re not forcing our experts to hang up the phones quickly. We let our experts know that they have the ability to take their time serving customers,” Kelly said.

Like Kelly and Pacheco, Alana D’Angelica, based in New York City, taps into the pulse of the customer, albeit in a different capacity as vice president of account management. According to D’Angelica, addressing client needs at a significant scale at Wix doesn’t mean digging into a dense internal ecosystem, which is important to D’Angelica, who, prior to joining Wix, focused on applying her talent in new companies. and she said that she was “a little intimidated by the size of the company”.

“Here, it is easy to reach people. In cases where you have to escalate something, it feels like a smaller community than the 6,000-plus people we have on staff,” D’Angelica said.

Caring is an important watchword for the three colleagues and their respective teams, and according to the trio, they have discovered that external spirit is also channeled internally, through a compassionate culture. And, in the process, that creates a virtuous circle.

“We are not an afterthought. If we are happy, we will make things happen and ultimately help users in the best way possible,” said Pacheco.

Built In sat down with Pachceo, Kelly and D’Angelica to learn how team members and customers benefit from a caring mission that shapes how the organization engages with those inside and outside the company.


According to the company, Wix’s global user base exceeds 220 million. Beyond its website builder and all-in-one solution for building a business’s online presence, Wix also provides users with capabilities for eCommerce management, SEO, digital security, analytics, email marketing, and more. plus. The company uses continuous innovation and delivery to help each user create an online space that allows them to maintain full ownership of their brand, data and customer relationships.

Wix Coworkers in the Office Meeting as a Team

What is your approach to take care of your customers and focus on their success?

D’Angelica: In our account management team, it is very common to have an account that is starting a new e-commerce business. We will seek to understand their business plan, work with them to build their dream business online using all of our tools, and then brainstorm with them on how to grow their business even further.

Pacheco: We want the user to achieve their version of success and we take a personalized approach to help them do so, without relying on boilerplate language to solve their problems. The intention every time we go on calls and chats is to allow the user to open up about his main goals and what he intends to do and guide him through the path to achieve what he really wants to do within Wix. For me it is very gratifying to know that and to be able to help them along the way.

Kelly: my team, the Group of premiums and policies, deals with billing, legal, and account access issues, things that are a bit more tedious and difficult for customers. We have the ability to show how much we care and let our personality shine through in those conversations. We can take care of our clients and help them progress on their journeys. It is not “Your refund has been denied”. It’s a question of “Do you have what you really should be wearing?” and work with them to make sure they do.

Because you are so attuned to the voice of the customer, what opportunity do you have to offer information about a product or solution?

Kelly: One thing I’ve been able to directly affect is our refund policies and how we align as teams on what’s acceptable for a refund: instead of denying a refund, be more lenient, like seeking a partial refund to help this customer because of everything what’s happening. Being able to see how we process a refund or offer plan extensions because they had to close during Covid allows our team to make changes to that process. We are having a direct impact, which improves the overall experience of our customers.

Pacheco: I talk to users every day. It’s not like, “OK, that’s your feedback.” No, we actually pass that feedback on to our specialists and product developers. Within Wix, we are your voice and advocates and we work to make a difference. If something prevents them from achieving success, we will do everything we can to change that.

D’Angelica: On my team, understanding, prioritizing, and acting on user needs is a big part of the job. We also focus on the training and education of our users. Many times, we have to teach them how to use Wix in a slightly different way to get exactly what they need.

We really take the user’s perspective. Within Wix, we are your voice and your advocates and we work to make a difference.”

Three Wix team members standing together in the office

Let’s talk about “The Wix Way”. How does it inform your customer-facing approach and how does it manifest internally?

Kelly: One of the philosophies in “The Wix Way” that makes me laugh is “no assholes.” Here, you don’t have to worry about getting scolded for a question you have or being on the wrong track. People will help you find the right one without putting you or your question down.

Moving away a bit, one of the elements that resonates a lot with our team is “we allow failures”. Wix would rather you try something 10 times and fail six times just to have a good success than not trying at all.

Pacheco: I feel like “The Wix Way” translates all day, every day of the year. Whenever we need to ask something, we are a team, so everyone helps each other. It works. I have been here for almost two years, and in two years it has been like this since day one.

One of the things that speaks to me is “we own what we do”. You have to own it because at the end of the day it will be the profit of our users. We have to be responsible for whatever we are doing.

D’Angelica: We try to avoid the process for the sake of the process. When it comes to particular customer issues, you don’t want to have to jump through so many hoops just to get their needs met.

Let’s talk about how the issue of care extends internally. How do you think the company goes beyond team members?

Kelly: Honestly, I had never worked for a company before where I really felt concerned about myself. They give us days off for mental health because they know that there are many things that are happening working from home. They are working with our offices in Ukraine to help all of our employees relocate to Turkey to get out of harm’s way. It is something that is felt throughout the company, no matter how small or large the situation.

Pacheco: From day one, it felt different than any other company I’ve worked for before, from the welcome package we received to the gifts the company sends throughout the year and days off. It is a very intense job, so we also need time to relax.

D’Angelica: I have only been with Wix during the pandemic. There is a lot of care for people in particular situations, such as being sick with Covid or not having childcare at certain times. We instituted a flexible time off program this year and factored in Covid-separated sick days, realizing almost everyone was going to have it. We gave managers some room in the budget for remote outings and teams have done fun things like paint nights, scavenger hunts and escape rooms. We know that work filters into home life and vice versa, and kids, pets, and associates are welcome to make an appearance during team meetings.


According to team members, notable components of the Wix perks and benefits package, beyond conventional items like PTO and insurance benefits, include wellness coaches, free virtual therapy sessions, ClassPass credits, and $220 every two weeks. through Benepass for use on food.

Wix Coworkers Gathering as a Team

Finally, why is exposure to leadership important in your job?

Kelly: It is very nice to be in a company that is transparent and willing to share information, no matter if it is good or bad. The doors of our group leaders and our site managers are always open. I can put a meeting on anyone’s calendar and they’re willing to have those conversations, whether it’s personal or business related.

Pacheco: If you see something that could be better, you can create projects and talk to leadership about it. If something can be improved, they will always welcome new and better ideas. It is very open.

D’Angelica: Leadership is really about building a relationship with employees. Wherever they are, they try to unite us. It has been especially enlightening to see how we can achieve this in a remote environment.