At A Glance

In a world driven by data and metrics, Katy stands out by leading with empathy and personal touches. Discover how she creates a culture where every employee and customer feels valued, turning routine interactions into VIP experiences that foster loyalty and trust.

Who is Katy Fetyko?

Meet Katy Fetyko, a CX leader with more than ten years of experience!

Katy’s Background

Katy began her career in high-end retail, where customer interactions often felt purely transactional. Yet she was always bubbling with ideas about how to improve the customer journey. "I understood what customers truly wanted and felt driven to share those insights," she recalls. But making the impact she envisioned was challenging in that space, so she sought out a place where her voice could truly make a difference.

That turning point came when she joined Kopari Beauty, beginning as a CX agent and steadily rising to a leadership role. "Customer Experience quickly became the heart of everything I do," Katy explains. For her, the change came with finding a place where she could create genuine connections.

"In CX, I’m able to go beyond the transaction and focus on building relationships. It's about being proactive, empathetic, and truly listening to what customers need." 

Katy’s Approach to Leadership

Katy's leadership style is centered around open communication and proactive problem-solving. 

She believes in creating a collaborative space where her team feels fully supported and heard. "If something happens, or if you’re dealing with an upset customer, come talk to me. Let's figure it out together," she says, highlighting her commitment to teamwork." 

By fostering an open environment,Katy empowers her team to share customer feedback freely, knowing their voices contribute to improving both daily operations and the overall customer experience. She is passionate about breaking down barriers between leadership and her team, adding, "I never want to be someone they feel they can't approach. I'm always saying, ‘Tell me what’s on your mind.’"

Her focus isn’t just on immediate problem-solving but on teaching her team to troubleshoot issues independently, building their confidence and empowering them to handle future challenges.

New Beginnings at Blueland

Since joining Blueland as Director of Customer Experience, Katy has found the transition both refreshing and deeply rewarding. After spending years in both the food and beauty industries at Kettle & Fire and Kopari Beauty, she now takes pride in being part of a mission-driven company committed to reducing single-use plastics. "It’s been incredibly fulfilling because everything here is so heart-centered," she shares. The alignment between her personal values and Blueland’s eco-friendly mission has fueled her passion and drive to create the best possible customer experience.

Katy leads a dedicated team of in-house and outsourced team members, guiding the long-term vision for the CX department. "I’m truly grateful and excited," she reflects, as she continues to learn, grow, and contribute to Blueland’s mission of creating a positive impact— not just on the environment, but on every customer relationship.

Creating Bonds

Katy is focused on building strong relationships within her team. She emphasizes the importance of connecting with every team member. "I meet with everyone—ask about what they're working on, how they’re feeling, and any feedback they have. Even the small things, like how their weekend was or what's happening in their life, matter," she shares.

For Katy, balancing short-term objectives with long-term growth is essential. She’s particularly excited about opportunities to strengthen customer loyalty, improve retention, and reduce churn. Even with many goals on the horizon, she remains focused on ensuring a smooth transition as she integrates into Blueland’s Team. "There’s so much to dive into and accomplish. I’m excited about what the future holds. But for now, it’s all about taking it one step at a time and focusing on where we can make the biggest impact."

Katy’s Priorities

Katy emphasizes the importance of fostering strong internal relationships within her department, which she believes directly impacts the customer experience."I think there’s a strong connection between how we treat each other within the department— truly caring about each other —and how that shows up in our work," she explains. 

For her, clear communication is key. Through her career and consulting experiences, Katy has noticed that CX teams often feel excluded from important updates. She frequently hears sentiments like, "We’re the last to know about business updates, yet the first to hear negative feedback when issues arise with customers." To prevent this, Katy prioritizes transparency and open dialogue within her team.

In addition to fostering strong internal dynamics, Katy encourages her team to create meaningful interactions with customers, ensuring each individual feels valued. "I empower my team to recognize and truly listen to customer feedback while always keeping in mind the philosophy of, 'How would you want to be treated?'" she notes.

Katy believes in personalizing every customer interaction, focusing on small details like acknowledging a vacation, a family connection, or greeting customers by name. "It’s about creating a VIP experience for everyone, and I strive to cultivate that same environment internally with my team as well," she adds.

Data-Driven Approach

Katy balances her data-driven mindset with a deep focus on the human side of customer experience. "It's about the customer's perspective— digesting the incoming data while balancing the care for each individual experience." she explains.

In coaching her team, Katy emphasizes the importance of prioritizing genuine interactions over merely clearing the inbox. "We need to ensure we are truly listening to and caring for each customer, not just closing tickets or checking items off our to-do list," she stresses.

While committed to a compassionate approach, Katy also holds her team to high standards. "That's not to say I'm not incredibly data-driven. I love diving into the metrics,and have high expectations for my team to perform to perform at their best." 

In describing her leadership style, Katy says, "I run a tight ship, while  always being here for my team. I strive to be a team player while maintaining a student mindset."

The Importance of Customer Feedback

Katy emphasizes the significance of listening to all customers, not just those who voice their feedback directly. "I often remind my team that while we know and hear from the customers who reach out, we must also consider those who don’t take the time to speak up," she explains.

Understanding that overlooking these customers with unvoiced concerns can lead to churn or lost sales, she stresses the need to deeply understand the customer and acknowledge their perspectives. "The data we gather may represent only a fraction of the larger customer base, particularly those who remain quiet," Katy notes.

She actively and consistently seeks customer feedback across various areas of the business, from website usability to product offerings and beyond. “In the past, I’ve surveyed customers with questions like, ‘What perks would be most valuable to you as a subscriber? Why are you subscribed, or why did you cancel? What do you like most about this product, and is there anything you dislike? How can we improve your overall experience?’” By engaging with customers directly about their preferences and experiences, she fosters trust and loyalty.

Following through on feedback is a cornerstone of her approach. "Whenever I have the opportunity to ask for feedback, I make it a point to follow up with customers once we implement their suggestions," Katy shares. This commitment to incorporating customer input not only strengthens relationships but also enhances the brand's credibility. "When I ask for your feedback and you’re willing to share, then we make changes because of it. That shows we truly value your insights and you as a customer."

Thoughts on AI

Katy's approach to AI emphasizes enhancing the customer experience while preserving personal connections. She focuses on using AI for proactive information sharing, such as sending FAQs, order statuses, or notifications about restocks, always ensuring that customers know they are interacting with a technical assistant rather than a human. "I never want to create an experience where customers feel disconnected or unheard. We’ve all had moments when we’re desperately shouting for a 'HUMAN!' It's funny to look back on this commonly shared experience, but when it comes to caring for my customers, I aim to completely avoid it," she states, highlighting her commitment to maintaining genuine relationships.

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