In this complex and dynamic environment, customer satisfaction and loyalty take center stage. 88% of consumers believe that the purchasing experience is as important as the quality of the products they buy. To stand out in a highly competitive market, the Director of Customer Relations must prioritize user experience by implementing intuitive interfaces, responsive customer support, and innovative loyalty programs. However, this goes beyond simply offering attractive services; crisis management and optimizing internal processes become imperatives to maintain the trust and loyalty of players.