10 Questions with Diana Sonis

10 Questions with Diana Sonis

10 Questions with Diana Sonis 2560 1707 Lis Hubert

1. What’s your role in CX by Design?

I’m one of the founding partners here at CX by Design. Depending on the day, that could mean I’m fulfilling many roles. Sometimes it’s client work and managing those relationships. Sometimes it’s more internally focused, like reviewing our team’s work to move our own business forward.

2. What do you love about working in CX?

I love having a brilliant business partner who I trust to make decisions. Lis and I have worked together for many years now; it’s huge to be able to rely on someone who I know will do the same quality of work (and often better than I would!). I also enjoy the freedom and autonomy that comes with running your own business. I own my time; what could be better than that?

3. What drew you to the CX field?

CX is a real-life Rubik’s Cube. It’s an interdisciplinary practice that incorporates elements of psychology, operations, business acumen, and innovation (both business and technological). I am interested in all those areas and I enjoy finding solutions to seemingly impossible problems.

4. What was your background before getting into CX?

My background is just as multi-disciplinary as CX. I spent years on Wall Street analyzing investment opportunities, and then I started and sold a couple of technology-focused companies. 

Afterwards, I focused on what I gravitated to the most during those earlier experiences, which was the field of UX (User Experience). I spent several years focusing on interfaces, but I quickly realized that the interface is only part of the puzzle. The other parts – like how a person interacts with the business across all touchpoints – were mostly explored in CX (Customer Experience).

5. What do you wish you could tell people about CX?

CX isn’t just customer service; that’s CS. Oftentimes, businesses confuse having a great customer experience with providing top-notch customer service. While that’s an important part of CX, there are many other factors to a great customer experience.

6. What’s your pet peeve?

Unnecessary meetings that last an especially long time because key people need to be heard. My fantasy is to have 15-minute meetings where everyone comes prepared and only takes 1-2 minutes to voice their concerns and questions. Then the meeting is done on time!

7. What helps you stay grounded when things get crazy?

My morning routine. I love slow mornings (without meetings, of course!). I like it when the world is still quiet. I can make myself a cup of coffee (black, no sugar), and read a book I’m into without interruptions of any kind.

8. Outside of work, what do you love to do?

What is “outside of work”? Just kidding 🙂  

Outside of work, I love spending time with my daughter. She is 10 years old and very fun company. I also love to read and write, explore new places all over the world (especially coffee shops), and hear people’s stories…so I end up talking to a lot of random people along the way.

Any books, webinars, TV shows, or movies you’re into right now?

Yes! I love documentaries. One of the most compelling I’ve seen was The Deepest Breath about the world of freediving. I read a lot. Some of my current favorites are Freedom and Destiny by Rollo May and Churchill: Walking with Destiny by Andrew Roberts. My favorite webinar, hands down, is The Huberman Lab.

If you could change one thing in the world, what would it be?

For all of us to accept that productivity as defined by constant deliverables isn’t necessarily the highest achievement in life. There is a lot of creative power in “the pause,” – slowing down to reflect, think, or just be. The biggest leaps forward in innovation or creative thinking weren’t made when someone was grinding at their workstation for 10+ hours a day.

About the author

Lis Hubert

Lis is an acclaimed design and strategy thought leader, writer, and speaker with extensive expertise in Digital Strategy, Customer Experience, Information Architecture, and Design Thinking.

Get in touch

    Let's Work Together