Driving customer loyalty through integrity and empathy: Meet Saraya Bibian

Leading with a Customer-First Mindset

Saraya Bibian, director of customer experience, has a leadership style that is built on the guiding belief that customers deserve to feel valued, supported, and understood. At JELD-WEN, she brings that belief to life by shaping a culture where the customer experience isn’t just a goal, but a shared responsibility across the entire organization.

For Saraya, customer experience means having a clear vision and living it daily. She says, “We put the customer first and take actions that align with their expectations.” That mindset guides how she stands behind her team, how she makes decisions, and how she holds herself accountable.

Living JELD-WEN Values

Among JELD-WEN’s values, delivering on our promises resonates with her the most. She sees it as the purest expression of integrity. “It’s so important that our actions match our words,” she says. “When we stay true to our promises, we stay true to our customers.”

Defining Exceptional Experiences

Her definition of exceptional customer experience is rooted in empathy and consistency. “Every interaction becomes part of the customer’s story and ours,” she explains. “Each one is a chance to build trust and strengthen our relationships.” To her, being responsive, understanding, and aligned with company values is what transforms a simple interaction into a meaningful experience.

Saraya is also realistic about the challenges of customer service as well. “A call to customer service often signals that expectations weren’t met,” she admits. “But that’s where we have the greatest opportunity to make things right and prove our commitment.” This perspective drives her team to turn difficult moments into trust-building experiences.

When asked about a success story, Saraya doesn’t point to a specific moment. Instead, she shares the words customers use to describe her team: attentive, proactive, positive, helpful, and consistent. Those words speak volumes to Saraya, who says, “I’m incredibly proud of the customer service team for their determination and heart,” she says. “This job is tough, but they rise to the occasion every day.”

Where Passion for People Goes Beyond the Role

Beyond her role, Saraya’s passion for people runs deep. She has spent her entire career in customer service roles and quickly realized that empathy and accountability are the cornerstones of trust. Saraya also brings her customer-first mentality into her everyday life, approaching interactions with the same integrity and care she expects from her team. Whether at work or in her personal life, she believes every connection is an opportunity to build trust and make a positive impact.

What motivates Saraya is simple. “In every interaction, we have an opportunity to make our customer’s day a little easier.”