[CX Stories] Noriko Kusaka, Head of CX at Nordgreen

Introduction

Meet Noriko, Head of Customer Experience at Nordgreen.

With over five years of CX leadership under her belt, Noriko brings a thoughtful, hands-on approach to everything from support and logistics to loyalty and AI-powered improvements. She's led a multinational team of 10+, blending big-picture strategy with day-to-day execution, all while staying deeply connected to what customers care about most.

Nordgreen is a Copenhagen-based watch brand known for its minimalist design, sustainability focus, and commitment to giving back.

Founded with a mission to combine timeless aesthetics with responsible business practices, Nordgreen is a certified B Corp and integrates thoughtful design with social and environmental impact.

Interview

1. How did your journey into CX start, and how did you know it was your calling?

My journey into CX started pretty randomly. I used to work as a Japanese teacher in my home country, but after moving to Denmark, it was hard to find a job where I could use my background and experience.

What stood out was my identity, being Japanese and speaking the language natively, and I knew I wanted to be a bridge between Denmark and Japan.

Eventually, I found a customer service role at Nordgreen. I started as a customer service associate and quickly realized how exciting it was to shape and improve the customer experience.

I began as an intern and later became the customer service manager for both the Japanese and Danish markets.

Eventually, I was promoted to Head of Customer Experience. I love being a leader in the organization.

While I don’t communicate directly with customers as much anymore, I really enjoy working with my team, keeping them motivated and making their work exciting. I’ve truly found my calling in this role.

2. What’s unique about the way CX is run at Nordgreen?

One thing that really stands out at Nordgreen is how fast-paced everything is, including CX.

We move quickly, especially when it comes to decision-making.

For example, I have biweekly check-ins with our CCO, and when we discuss new ideas,

That speed helps us stay aligned with customer needs and shifting demands, which I think is pretty unique and exciting.

A great example of this was last year when we started automating parts of our customer service.

We used to respond to every inquiry manually, but we began optimizing those processes to increase efficiency and speed up response times. It wasn’t a quick fix, it took testing, trial and error, and time to see meaningful results, like how many inquiries were being handled by AI.

But the whole process still moved fast compared to what you might expect elsewhere.

I also really appreciate the autonomy I have here.

There's a strong sense of trust, I'm encouraged to run with ideas and do what I think is best, which makes the work even more rewarding.

3. What are the biggest CX challenges you are trying to solve at Nordgreen?

One of the biggest challenges we’re currently tackling is improving our warranty and repair processes.

Because of the nature of our product, around 20% of customer inquiries are related to post-sale care, things like repairs, damage, or quality concerns.

Finding scalable and affordable solutions for these issues isn’t easy, especially when we want to stay localized and aligned with our B Corp values around responsibility and sustainability.

To address this, we’re working on setting up local repair centers in different regions. The goal is to streamline the process so we can handle these requests efficiently, responsibly, and in a way that’s convenient for the customer.

We’re building partnerships with local repair shops that already have the tools and expertise, we just make the agreement and direct our customers to them, so they can get their products fixed locally.

4. What’s the most rewarding part of leading a CX team?

For me, the most rewarding part of leading a CX team comes down to two things.

First, I get to hear directly from customers. It’s such a valuable way to truly understand what matters to them.

And second, because I’m involved in every stage of the customer journey, I end up learning a lot about the entire company.

I collaborate closely with different departments and external partners, which gives me a great opportunity to make a real impact.

I’m constantly learning and growing through that process, and that’s what I find most fulfilling.

5. Can you share a memorable experience with a customer?

For me, receiving positive feedback means a lot.

I always remember the thoughtful reviews, especially from returning customers who take the time to share their experiences in detail.

One that really stuck with me was from a customer who described his relationship with watches as an obsession.

That kind of feedback is so memorable and special. It really reminds us why we do what we do.

6. If you could give your past self one piece of CX advice, what would it be?

I’d tell my past self to actively seek inspiration from other brands.

In the beginning, we were building everything from scratch and relying a lot on instinct, it was a lot of trial and error.

I used to think we had to figure it all out on our own, but I’ve since realized how helpful it is to look at how others are doing things.

A good example is our help center. I had wanted to build an on-brand version for a while but wasn’t sure where to start. When I finally asked our help center provider for advice, they shared examples from other brands using their platform. It was incredibly inspiring, I learned what was possible, what features we could add, and how others customized their experience. We haven’t launched it yet, but it’s now firmly on our roadmap.

Thank you so much to Noriko for being part of this interview! You can connect with Noriko on LinkedIn and check out Nordgreen.

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