Manuela Pifani is the Head of Customer Experience at Direct Line Group, accountable for setting the customer strategy for the group, measuring and analysing customer insight, designing and improving the customer journeys for all brands and products and generally managing the customer experience. Manuela has 15 years’ experience in financial services in the UK, spent with Barclays and the Royal Bank of Scotland, where she held roles in marketing, corporate strategy, lean and operational excellence and more recently 7 years in service and customer experience improvement. She also spent 5 years as a consultant working in a number of services industries across Europe.