Sarina Hermann on CX consulting, AI, and driving change

As team lead and lead consultant for customer experience, Sarina is responsible for customer-centric CX strategies that align technology, people, and corporate visions. With her strong focus on business impact, she views AI as a powerful tool to reimagine customer experiences and unlock the potential of automation throughout the customer journey.

In this interview, she shares what she likes best about her role as a leader, mentor, and sparring partner and how working at valantic has given her a fresh perspective on the consulting world.

Sarina Hermann in an interview for the Career.Now podcast.

Sarina, let’s start from the beginning: Tell us about your education and how you started your career.

After finishing school, I wasn’t entirely sure which direction to take. At the time, my sister was studying Media Planning, Development, and Consulting, and she was so enthusiastic about it that it piqued my interest as well. I decided to pursue the degree, which gave me the opportunity to explore different areas before choosing a specialization. I eventually focused on marketing and management with an emphasis on e-commerce, and that choice laid the foundation for my career journey.

What did this journey look like?

I spent many years working for a software manufacturer, where I started as a customer experience trainee and gradually took on new roles over time. Most recently, I worked as an e-commerce manager, where I had the opportunity to develop the company’s online shop and even launch a software marketplace. That was an incredibly exciting experience. But after eleven years of gaining deep insights into customer experience and product management, I reached a point where I felt ready for a new challenge – though I didn’t yet know exactly what that would look like.

Small step with a big impact: career change to consulting

How did you end up at valantic and, more importantly, in consulting?

Joining valantic felt almost serendipitous. Shortly after leaving my previous job, I received a message on LinkedIn about a consulting position at valantic. I read the job description but wasn’t immediately convinced that it would be the right fit for me. However, from the very first interview, I was struck by the warmth and openness of the people I met.

During the second conversation with my current supervisor and mentor, I was won over by the exciting responsibilities and challenges that the role had to offer. Looking back, joining valantic was the best career decision I’ve made. I found exactly the change I had been searching for, even though I couldn’t quite articulate it at the time.

Since you initially had doubts about consulting: How has your perception of the role of a consultant changed over time?

I’ve always found the consulting profession intriguing, especially because of the variety of projects and the opportunity to travel. But I didn’t see myself fitting into the traditional consultant role. I imagined it as all suits and theory, and I just didn’t think that was me. Through valantic, however, I discovered a very different side of consulting – one that’s hands-on, practical, and implementation-focused. My first conversations with the specialist teams encouraged me to give it a try – with the mindset “what’s the worst that can happen?”. Today, I’m genuinely excited about the work we do. We don’t just develop concepts; we work side by side with our clients to implement them and track their success.

Between CX consulting, team leadership, and personal development

What does your daily work as a lead consultant at valantic look like right now?

My day-to-day work is very diverse and sometimes quite fast-paced. While I usually plan my week in advance, flexibility is essential in consulting, so I can quickly respond to changing client needs and priorities. A significant part of my time is spent in client meetings and working on tailored solutions. In addition, I lead a CX team and actively support my colleagues in their projects.

Since last year, I’ve also been heading up our newly founded Community of Practice (CoP), an internal initiative where consultants at valantic come together to discuss current cases and exchange best practices. All in all, my role is incredibly varied, which is exactly what I was looking for.

How do you approach leadership, and what is particularly important to you in this regard?

My team operates with a high degree of independence, responsibility, and ambition, and I’m incredibly proud of that. That’s why I don’t see my leadership role in terms of classic top-down management. Instead, I see myself as a mentor and sparring partner. I’m here to offer guidance and step in when support is needed.

AI as an enabler for efficiency, growth, and outstanding customer journeys

Back to your consulting role: What topics come up frequently in your interactions with clients? What are typical use cases that clients address?

Our clients are primarily interested in creating value for their customers – both in terms of customer experience and the underlying processes, technology, and organization. One particularly exciting topic at the moment is the use of artificial intelligence: on the one hand, to make processes more efficient and deliver the desired value to customers more quickly, and on the other hand, to promote growth and scalability. My consulting work usually involves combining both perspectives and developing practical, innovative solutions that holistically improve the customer journey and optimize internal processes – e.g., by developing a targeted CX strategy.

Can you give us an example of what such a solution might look like?

We recently started offering an AI agent that automates lead processing, making it up to 97 percent more efficient. Our AI Sales Agent creates a data-based foundation for decision-making. It helps pursue valuable contacts in a more targeted and personalized manner, thereby improving the customer experience from the very first contact. With this use case, we were able to increase the conversion rate by 40 percent. Projects like this show how AI can create tangible and measurable value. It is always important to work with the client to identify where the greatest leverage lies – whether in efficiency, growth, or both – and to align the measures with the strategic goals and available resources.

From CX strategy to implementation: solutions with business value

Are these levers usually already clear to clients, or do they need advice on where to start?

Some clients come to us with a clear goal and a solid idea of how they want to get there. In those cases, they’re mainly looking for support in execution. More often, though, we see a wide range of ideas and initiatives already on the table but without clear prioritization. That’s usually because different stakeholders have different goals and perspectives. Our role is to help bring structure to this complexity and collaboratively develop a roadmap that delivers real business impact. An external perspective is often key – not just for organizing existing ideas but also for realigning goals and identifying which measures will have the biggest impact.

You’ve mentioned many potential benefits of AI. Do you also see any risks?

Of course, AI also comes with risks that companies need to be aware of. These include issues surrounding data usage, compliance, and the reliability or quality of AI-generated results. After all, AI can make mistakes. That’s why it’s crucial to address these challenges early on and develop strategies to mitigate potential risks. AI is not a silver bullet. It always needs to be aligned with the company’s goals and overall strategy. This is where a neutral, external perspective can be extremely valuable: to help prioritize use cases sensibly, select the right tools, and draw on insights from other projects. This approach not only helps avoid common pitfalls but also ensures that AI initiatives generate real, measurable value.

Practical tips for aspiring female leaders in the digital industry

Was there a project or achievement at valantic that particularly stuck in your mind?

Every project comes with its own set of challenges and moments of success – big or small. But one project early in my time at valantic stands out as especially formative. At first, it felt overwhelming, and I wasn’t sure I could handle it. That experience taught me the importance of breaking complex tasks into manageable pieces, setting clear priorities, and not being afraid to ask for support. This mindset – approaching challenges step by step – has stayed with me and continues to shape the way I work today.

Do you have any advice for other female leaders who want to take their career in CX and AI to the next level?

In my view, personal growth and visibility are just as important as professional expertise. Of course, specialist knowledge is essential: You need to be able to identify trends and translate them into value for your clients. But beyond that, strong communication and conflict resolution skills are key. And just as important: Make your contributions visible! Opportunities often arise when your work and the impact you create are recognized by others. This is especially true for women, who frequently achieve great results and drive progress, but don’t always talk about it.

You are also a true role model in this regard: As a member of the valantic Voice program, you draw attention to your work and focus topics on LinkedIn, among other places, but you are also getting noticed by other media and communities:

If you don’t want to miss out on future insights and tips on CX, AI, and female leadership, be sure to follow Sarina on LinkedIn.