Pros to Know: Coupa's Rafael Vasquez Talks Overcoming Cross-Border Challenges

As VP of customer success for supply chain customers at Coupa, Rafael Vasquez focuses on helping customers achieve their business goals by designing, planning, and optimizing their supply chains. He leads a global, cross-functional team of customer success leaders across eight different countries who guide clients in adopting best practices and leveraging Coupa's cutting-edge supply chain design and planning solutions to create adaptive supply chains. With over 12 years of experience as a consultant and advisor to Fortune 500 companies and industry leaders, Vasquez brings expertise in building agile and resilient supply chains, including implementing strategies that enhance supply chain efficiency, manage risks, meet sustainability objectives, and ensure adaptivity in dynamic environments. On a day-to-day basis, he engages directly with customers, oversees strategic planning sessions, and ensures that supply chain KPIs are met. He is largely focused on the post-implement phase for customers, helping to mature their processes. Under his leadership, customers have achieved measurable improvements, such as reduced lead times and stronger supply chain adaptability.

Earlier this year, Vasquez led the global professional services team, ensuring the successful delivery of projects and implementations for both new and existing customers, including businesses within food and beverage, CPG, retail and more. He and his team have helped customers determine their optimal supply chain networks, optimize and plan for their production and distribution capacities, and keep up with optimal inventory levels to better navigate the changing economic landscape. Recognizing the critical role of customer success, he transitioned to lead the global customer success team. Since taking on this role, Vasquez has spearheaded the integration and expansion of the global customer success team, increasing comprehensive support for over 320 customers worldwide. He also champions customer success, engaging deeply with customers and leveraging Coupa’s partner ecosystem to provide technical expertise and guidance. Together, Vasquez, his team and the customers develop a clear, actionable roadmap that aligns their initiatives with their business goals over three years. This collaborative approach has positioned Coupa to increase customer's adoption and revenue up to 50% within the following 18 months. During Q2 and Q3 of 2024, Vasquez also has led his team to exceed their retention goal 103% and 128% per quarter, respectively.

Over the next 12 months, Vasquez will focus on key initiatives to drive Coupa’s growth and evolution trajectory, including reshaping the customer success team and strategy to foster an innovative and customer-centric culture; accelerating adoption and ROI; strengthening the supply chain customer community to promote knowledge sharing, collaboration, and mutual growth; expanding measurable outcomes; and developing a transformation-ready strategy.

We talked exclusively with Vasquez about what it takes to deliver successful customer service, strengthening the supply chain customer community and how to overcome cross-border challenges. 

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