Columns, interviews and media coverage.
Bylined columns by Romuald Cetkovic and media coverage of the transformations he has led.
Bylined columns
Your customers already have their AI. Companies now have to catch up.
Customers are adopting AI as fast as companies: in seconds, they decode a contract, identify their rights and draft a well-argued claim. The column explains why a well-written claim no longer proves anything, why trying to detect AI is pointless, and how customer service must return to verifiable facts — illustrated by 54 million free-flow passages on the A13-A14.
Green KPIs… but a declining customer experience
A system that is 99.9% reliable still produces thousands of degraded cases. The column explains why green indicators can hide a silent erosion of loyalty and customer value, why people remain the pivot of exceptions in automated environments, and what a governance model that confronts metrics with reality every day requires.
The illusion of “all-digital”: why customer experience transformation is a political choice
Digital does not remove silos — it automates them. The column shows how conflicting KPIs — acquisition, handling time, IT deadlines — degrade the customer experience while every function hits its targets, and why putting the customer at the center is first a matter of governance and leadership.
In the media
Removing toll barriers on the Paris–Normandy corridor: how Sanef leverages AI
Sanef is modernizing the Paris–Normandy corridor (A13/A14) by replacing toll barriers with free-flow tolling, using AI to improve traffic flow and reduce CO₂ emissions — a transformation that strengthens safety while redesigning the motorway customer experience.
SANEF transforms the customer journey
Romuald Cetkovic, Director of Customer Relations and Tolling at Sanef Group, presents the new customer service center designed to support motorists through the shift to free-flow tolling: faster, more efficient assistance built on advanced technologies.
The Customer Experience Director: a field-driven role
Defining the Customer Experience Director role grows more complex as customer interactions transform. The article presents a cross-functional, operational role directly tied to performance: customer experience is no longer a function, but a company-wide priority.