In this episode, Richard Owen is joined by Felipe Bayón, newly-appointed CEO of GeoPark and former CEO of Ecopetrol, as well as Mauricio Duarte, a leading CX strategist in Latin America, to explore the evolving role of customer experience in the region. Felipe shares firsthand insights into navigating uncertainty, resilience, and digital transformation in Latin America’s complex business landscape. Mauricio highlights how companies are accelerating their shift toward customer-centric strategies, driven by changing expectations, cultural nuances, and the increasing power of data and AI.
The conversation covers the competitive challenges facing businesses, the role of leadership in driving CX culture, and the impact of AI on transforming customer engagement. From multinational strategies to local market realities, Felipe and Mauricio break down the critical success factors for companies looking to win in Latin America. Whether you're scaling a global business or refining your CX strategy, this episode delivers essential insights on innovation, adaptability, and the future of customer experience in the geography.

Felipe Bayón was appointed CEO of the Latin American multinational energy company GeoPark in April 2025 and is the former CEO of Ecopetrol, Colombia’s largest energy company and one of Latin America’s most influential corporations. With a background in engineering and decades of global leadership experience—including a distinguished tenure at BP—Felipe is known for driving innovation, sustainability, and customer-centric transformation in complex, high-stakes environments.

Mauricio Duarte is the Latin America CEO of OPINAT, a Spanish company that has been helping companies implement NPS and the Net Promoter System for over 15 years. He is a well-known international speaker and consultant in Customer Experience (CX), organizational transformation, and business growth. He has worked with companies from various industries, helping them grow through strategies focused on customer loyalty, and winning by differentiating experience from the competition.

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