Sofia De Koning

Led major customer-centric transformation programs across Lexus Middle East (UAE, KSA, Qatar, Iraq, Bahrain), embedding Omotenashi principles to elevate sales, service, and brand experience Conducted qualitative and quantitative customer research, translating insights into customer journey strategies, process enhancements, brand standards, and performance dashboards Developed recruitment and training initiatives to embed a customer-centric culture across all levels, including multi-market training events across the GCC and India Supported Toyota Woven City (Japan) with foresight research on future mobility, hospitality, and next-generation customer expectations Delivered strategic trends research and governance consulting for Lexus Europe, aligning insights with regional and global goals

Developed "The Lexus Experience", a comprehensive customer transformation initiative based on research, launched across 30 European markets Defined vision, journey stages, process and facility standards, mindset training programs, and KPIs Established the project as a global Lexus benchmark for customer experience excellence

Led the implementation of a unified customer feedback strategy and portal for Lexus and Toyota across 30 European markets Managed CX programs and Kaizen-based performance tools across Toyota's and Lexus' European network