Zeynel Oruk

Director, Digital EMEA New Balance

Summit Day Two - Wednesday, 7th October 2026 [CET]

11:25 Presentation: Turning Everyday Customer Interactions into Standout Moments

As New Balance evolved from a niche sneaker label into a culturally relevant premium lifestyle brand, customer experience had to evolve with it. In this session, Zeynel Oruk shares how New Balance embedded customer‑first thinking across marketing, commerce, service, and community. Through real examples, he explores how everyday interactions become meaningful brand moments through relevance, consistency, and deep customer understanding.

Learning Objectives

• Understand how brand evolution directly reshapes customer experience expectations

• Learn how to design consistent, premium experiences across everyday customer touchpoints

• Explore how customer centricity can be embedded across multiple initiatives, not owned by one team

Key Takeaways

• Insight into how to integrate brand, customer experience, and community into a single ecosystem

• Practical examples of turning service interactions into advice‑led, value‑adding moments

• A clearer view of how customer‑first thinking scales through data, membership, and experience design

Check out the incredible speaker line-up to see who will be joining Zeynel.

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