Building Human-Centered CX in Emerging Markets – with Judith Azi
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EPISODE 4
Shufti Beyond Borders: Building Human-Centered CX in Emerging Markets – with Judith Azi
03 JUL, 2025 • 34 MINUTES LISTEN
From Call Centers to CX Strategy:
How Judith Azi Champions Human-Centric Customer Experience
In this Beyond Borders episode, we sit down with Judith Azi, Country Manager in Nigeria for Cenoa.
From early days in telecom call centers to shaping CX strategy for fintech in emerging markets, Judith shares her journey of transforming empathy into action and training the next generation of CX leaders
- How do you build CX programs that truly listen to users?
- What are the “Aha!” moments that show your solution is really working?
- How do emerging-market challenges drive global CX innovation?
Tune in as we explore her approach to transforming empathy into action, tackling burnout in frontline roles, and using technology to personalize and delight customers in some of the world’s fastest-growing markets.
About Judith Liz
Judith Liz holds a degree in Mathematics and is the Country Manager for Nigeria at Cenoa,
a fintech company empowering people in emerging markets to save, earn, spend, and transact globally. She is also the founding partner of CX Outsourcing. A communicator and natural empath, Judith thrives on building genuine human connections that drive strategic impact.
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