Meet the Logistics CX Excellence team: Innovating logistics processes based on customer experience

Sunday, August 17, 2025 minute read

two women standing in front of a brick wall

INU and Jei from the Logistics CX Excellence team

Hello Jei and INU, could you introduce yourselves and your team?

Jei: Hi, I’m Jei. I lead process planning in the Logistics CX Excellence team. I manage end-to-end process improvements — from order to installation to return — for Rocket Installation projects all based on customer experience. I also lead relevant project meetings.

INU:  I'm Inu, a Business Analyst in the CX team. Our team analyzes the voice of customers, both quantitatively and qualitatively, to enhance customer experience. I design and maintain the data framework for CX projects, supporting everything from problem definition to execution tracking.

What was your previous career and what led you to join CLS?

Jei: Before joining Coupang, I worked in brand communications and product curation for social commerce platforms and online shopping teams of large corporations. My role involved selecting products that would appeal to customers and crafting compelling messages and content to drive purchases.

This experience led me to naturally develop an interest in logistics, so when I got an offer from Coupang, I was excited to join a field I was already curious about.

Initially, I managed Coupang Flex Marketing team, where I focused on data analysis and online marketing strategies for recruiting new Flexers. After returning from parental leave, I transitioned to CLS, where I now focus on customer experience (CX), specifically, improving customer touchpoints from multiple angles.

Being part of this team enabled me to explore various roles and functions, which I believe have significantly contributed to my career growth.

INU: After returning from a working holiday in Japan, I was taking a career break due to COVID-19 pandemic. That was when I came across a Coupang Flex office position. I started working without high expectations, but that opportunity has led me to where I am today.

Although my role began with simple tasks, I found that identifying issues within customer experience and driving real changes suited me well.

Whenever I expressed my desire to grow, the company responded with new opportunities and strong support. That environment naturally made me want to stay longer and further develop my career here, and that passion has remained unchanged.

Can you briefly explain the main tasks you are doing in the CX Excellence team?

Jei: As I briefly mentioned earlier, I’m working on the “Rocket Installation” project. I facilitate project meetings, track daily action items, and closely communicate with stakeholder teams to identify areas for correction or improvement.

My role goes beyond communication. I document the processes discussed in meetings and ensure each PIC can effectively carry out their action items.

I also manage a feedback loop, where I measure the impact of actions, share the results with stakeholder teams, and incorporate their feedback. When system development is required, I review the process with stakeholder teams to define and organize the development tasks.

Due to the broad scope of my role, there have been days when I’ve attended up to eight meetings.

INU: I handle data-related tasks for nearly all projects within the CX team.

At the start of a project, I quantify the current status and design KPIs to help set a clear direction. During execution, I build dashboards and tracking systems to ensure all team members can collaborate consistently using shared standards.

My role goes beyond simple data analysis—it is about building and maintaining a quantitative foundation for each project.

Also, I work closely with various teams, providing data frameworks that serve as a common language so that everyone can make decisions based on “facts” rather than “intuitions.”

Ultimately, my core responsibility is to design and track the quantitative framework so that the entire organization can move consistently toward improving customer experience.

Jei and INU in a meeting

What skills and experiences are required to work in the CX Excellence team?

Jei: Since multiple tasks are often handled simultaneously, the ability to multitask while understanding and coordinating the overall process is essential.

While deep focus on a single task is sometimes necessary, it’s also crucial to take a step back and look at the entire customer journey from A to Z to ensure there are no issues in the overall process.

Therefore, someone with hands-on experience in managing and improving diverse projects will find working with our team both enjoyable and meaningful.

INU: Above all, I believe putting customer experience first is the key.

Even when working on logistics and operation processes, you must always start by asking, “How will this impact customers?”

Also, what’s more important than the skill to handle data is the ability to identify the root cause of a problem and connect it to business insights.

Strong communication skills are also essential since our team has to collaborate with other teams frequently.

What kind of projects have you worked on in the CX Excellence team?

Jei: After returning from leave, I started with a project focused on enhancing the return process for Coupang products. The next project I handled was analyzing return data to identify issues on the SDP (single detail page), which is one of the most frequently visited pages by customers.

Currently, I am on a Rocket Installation project aimed at addressing customers’ pain points in the processes related to returns, damages, and exchanges.

These projects are centered around continuously making improvements to customer experience through data-driven analysis and close cooperation with stakeholder teams.

INU: The “Rocket Installation” project has been the most memorable for me.

It was my first time working in the “installation” business, and I was surprised to learn just how many types of door locks exist. (laughs) I’ve been learning and improving step by step.

This project, which is carried out through cross-functional collaboration between the CX team and the Rocket Installation team, truly reflects Coupang’s leadership principles, especially “Wow the Customer,” “Aim High and Find a Way,” and “Company-wide Perspective.”

What would be the career path after joining the CX Excellence team?

Jei: While carrying out various projects, you can naturally develop your career across multiple domains.

Above all, you can have the opportunity to lead projects as a PM and also enhance your data analysis skills required to objectively assess project outcomes.

This team provides an environment where you can build practical skills across the entire problem-solving process, from strategy development to execution and performance analysis.

INU: I joined Coupang as a contract worker and now work as a senior business analyst. This is my fifth year here.

Coupang has a culture that empowers those who take initiative. If you express your desire to try something new, the company will assign relevant tasks and support you in executing them.

Working in this team will enable you to build a foundation to pursue growth not only in CX but also in areas like strategy planning, PM, and data analysis.

INU, Director Chris Colton, and Jei from Logistics CX Excellence team

Can you provide some tips for candidates preparing for interviews?

Jei: Behind the wide range of products sold on Coupang, there are various teams managing logistics, delivery, and installation processes to get products to customers.

If your understanding is limited to products shown in the app or typical shopping experiences, the actual work might feel quite different. Understanding the processes behind product delivery and installation ahead of the interview will help you understand your job better and gain more meaningful experiences.

INU: I believe sincerity is the most important thing.

It’s fine to list your experiences or use fancy words, but being genuine is what really matters. If you sincerely explain why you want the role and what you hope to achieve in the team, it will definitely come through to the interviewers.

Lastly, do you have any words for candidates who are interested in joining the CX Excellence team?

Jei: If you’re reading this interview, you’re probably already interested in our team.

While our team values moving fast, what matters even more is moving in the right direction. We’re looking forward to someone who seeks better solutions through communication with other people, rather than sticking rigidly to their own ideas.

Thank you for reading. We hope to meet you soon.

INU: I joined Coupang without a college degree, but thanks to the company’s education support program, I graduated from a cyber university and recently completed a graduate school course in data science. I took on the challenge because I wanted to grow academically while continuing to work, and I made it.

Looking back, this team has given me the energy to grow both personally and professionally. There’s definitely a culture of recognizing potential and helping people grow.

That’s why I can confidently say that your academic or career background will not define your chances here. As long as you have a clear vision of why you want this role and how you would like to grow, the CX team will be there to walk that journey with you.