We’re looking forward to introducing you to Laura Valle. Check out our conversation below.
Good morning Laura, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What are you most proud of building — that nobody sees?
What I am most proud of building — even when it often goes unseen — is the integration of my two professional passions: customer experience and the accounting and tax services field. I was able to transform processes that are traditionally perceived as technical, rigid, or complex into services that feel human, efficient, and genuinely meaningful.
Throughout my career, I developed service models, CX methodologies, performance dashboards, and training programs that directly improved customer loyalty, NPS, retention, and overall satisfaction for thousands of clients. Many of these contributions aren’t immediately visible — they happen in the processes, in the conversations, in response times, in the simplification of a tax inquiry, or in the sense of trust we create for clients. But those “invisible” improvements are precisely what reshape how people experience a professional accounting service.
That same commitment led me to write my book, where I captured years of practice, case studies, and insights about elevating service quality in a field that rarely prioritizes the customer experience. I am proud of having built something that may not always be seen, but is always felt: a more human, thoughtful, and customer-centric way of delivering professional services.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Laura Valle, and I am an Argentine Certified Public Accountant, Customer Experience specialist, and author of the book “Diferenciarse o Desaparecer”, which focuses on transforming the delivery of accounting and professional services through a deeply customer-centric approach. For more than 20 years, I worked in the software industry serving accounting firms, where I led multidisciplinary teams in sales, post-sales, customer support, and customer experience. This journey allowed me to integrate two worlds that have shaped my career: tax and regulatory expertise, and the strategic management of the customer experience.
In addition to my professional work, I am a university professor and corporate trainer in tax, social security, digital marketing, and digital transformation. I am currently developing advanced Customer Experience training programs, as well as specialized initiatives for accounting firms seeking to modernize their value proposition and build stronger, more meaningful relationships with their clients.
My professional story reflects a core belief: that technical excellence and customer experience not only can coexist, but can reinforce one another to generate extraordinary results.
Great, so let’s dive into your journey a bit more. Who saw you clearly before you could see yourself?
The first person who saw me clearly before I could fully see myself was my first manager at a major multinational company. He recognized talents in me that I wasn’t aware of at the time—my ability to lead, to connect with people, to improve processes, and to bring a strategic perspective even in highly technical and demanding environments.
He not only believed in my potential but also gave me the space to explore and develop it. He encouraged me to take on challenges that felt too big for me then, and in doing so, helped me uncover strengths that ultimately shaped my entire career. That early vote of confidence became one of the most important foundations of my professional and personal growth.
When you were sad or scared as a child, what helped?
When I was a child, what helped me the most was my father’s influence. He was my first driving force—the person who sparked my curiosity, discipline, and desire to grow. Through his example, he taught me that effort, responsibility, and integrity open doors. He encouraged me to believe in my abilities long before I fully understood them myself. Many of the foundations of my personal and professional development come from those early lessons and the confidence he placed in me from a very young age.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What’s a belief or project you’re committed to, no matter how long it takes?
A belief and long-term commitment I hold—regardless of how much time it takes—is the idea that a company’s greatest growth does not come from acquiring new customers from scratch, but from turning existing customers into advocates who recommend the business to others. When an organization invests in creating exceptional experiences and genuine relationships, referrals happen naturally, and those new customers arrive with stronger, faster, and longer-lasting loyalty.
I am deeply committed to this principle: that the real engine of a sustainable company is transforming current customers into ambassadors. My work is centered on promoting this vision—on showing that the greatest value lies not only in attracting customers, but in retaining them, delighting them, and building a chain of trust that multiplies over time.
Okay, we’ve made it essentially to the end. One last question before you go. Are you doing what you were born to do—or what you were told to do?
I never followed family or cultural expectations about what I was supposed to do. I’ve always been free in my choices, and I chose this path because it genuinely inspires me. I am passionate about connecting with people, supporting the growth of businesses, and working within the tax and accounting field—and I’ve found a unique way to integrate those three dimensions throughout my career. I’m not doing what others told me to do; I’m doing what I feel I was born to do: to guide, transform, and create meaningful value for people and organizations.
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