Raquel Serrano

I lead Customer Service Design & Operational Excellence at Booking.com, working at the intersection of customer experience, service innovation, operational excellence, and AI.
With over 25 years of experience shaping customer-centric operations and a background as a Lean Six Sigma Black Belt, I focus on transforming how global organizations design and deliver services at scale. My work connects people, processes, technology, and data to turn emerging tech into practical solutions that improve journeys for customers and employees while driving measurable business impact.
I am particularly focused on how AI and intelligent automation can modernize service delivery, eliminate operational friction, and help organizations scale without losing the human touch.