Customer Care is more than a support role — it's about building connections, solving problems and helping users grow their online presence. In this interview, 6 customer care experts from all over the world share their unique perspectives, experiences and tips, showcasing how they go above and beyond to deliver what we like to call “extra care”

What’s the difference between customer care and customer support?

Franziska: For me, customer support is about solving problems, but customer care is about relationships. It’s about listening, understanding, and thinking ahead. German users, for instance, are used to being addressed formally when contacting support. But when our team uses their first names, it often surprises them and sets the stage for a positive interaction. This small shift helps us build relationships and show genuine interest in their business. When users see we’re invested in their success, they often forget they reached out because of a problem.

Kana: Customer care isn’t just about the product — it’s about the people using it. For Japanese users, that means understanding their culture. They always want to know why something works the way it does. Helping them isn’t just about answering questions,it’s about respecting their approach and adapting our solutions to meet their needs.

Stormie: Support is solving the issue in front of you. Care is thinking about the future — helping users avoid problems and showing them features they didn’t even know existed. Sometimes I’ll extend a call by 40 minutes just to make sure they’re fully set up for success.

Anna: Customer support is about solving issues, but customer care is about truly understanding users and their unique needs. For me, it’s like visiting their homes — you get a glimpse into their world, their goals, and their creativity. With Ukrainian users, they’re generally open to workarounds, which pushes us to think outside the box. Even when emotions run high, they collaborate to reach a solution, often making changes like adding extra pages or redesigning their site to achieve their vision. That’s the essence of care: building something meaningful together.

Franziska Cremers, Global Markets Group Manager, Wix Dublin.

What’s the best part of your job?

Franziska: I love watching my team grow. Seeing them succeed and feeling fulfilled motivates me. But it’s also about those personal connections, with my team and with our users. Every call is a chance to build trust, which I think is the foundation of everything we do.

Olivia: I’ve worked with users whose causes I believe in, and it’s so fulfilling to know I’m contributing in a small way. Turning an angry user into a happy one is also a highlight — it’s like a magic trick that never gets old!

Kana: Japanese users are incredibly detail-oriented, which means I’m always learning something new from them. I also love how user feedback feeds directly into product improvements. It’s like an endless cycle of listening and improving, and I enjoy being a part of that.

Stormie: Helping users feel seen is huge for me. And I love the moments when I find a feature they’re not using and show them how it can transform their site. Those little ‘a-ha’ moments are so satisfying. Plus, knowing my voice is heard within Wix’s culture makes everything feel meaningful.

Anna: For me, it’s about the variety. I meet people from all over the world and every day is different. When I explore their sites, it feels like stepping into their world. Their creativity inspires me, and finding solutions that fit their unique needs is such a rewarding challenge.

Zelinnka: Seeing a user go from frustration to gratitude is everything. It’s not just about solving their problem — it’s about making their day better. That’s what I love most about this job.

Olivia Koubi, Team-Leader, French, Wix Campus, Tel Aviv.

What’s something unexpected about working in Customer Care at Wix?

Franziska: How much variety there is! You’d think helping users might get repetitive, but no two days are the same. One minute you’re helping someone optimize their e-commerce store, and the next, you’re brainstorming solutions for a completely unique business idea. It keeps me on my toes and constantly learning.

Olivia: The emotional range of the job surprises me. You start a call with someone who’s completely stressed out, and by the end, they’re laughing and thanking you. There’s this constant shift between being a tech expert and being an emotional anchor for someone — and I love that balance.

Kana: I never expected to feel like part of the user’s business. Japanese users, especially, make the interaction personal — they remember your name and often ask for you specifically. It’s not just about solving problems, it’s about becoming part of their story.

Stormie: I didn’t anticipate the mix of detective work and creativity. Sometimes a user comes with an issue that’s totally outside the box, and you have to dig deep to figure out what’s going on. It’s like solving a mystery, but with the added bonus of finding a creative way to deliver a solution they didn’t even know was possible.

Anna: The personal connection you develop with users surprised me. When I visit their websites, it’s like stepping into their world — sometimes quirky, sometimes professional, but always unique. And the solutions I offer need to match that individuality, which makes every interaction feel special.

Zelinnka: How much you have to think on your feet! At Wix, users often come to us with complex setups or questions we don’t have a script for. You have to adapt quickly, learn as you go and get comfortable with the unknown. It’s a challenge, but it’s also what makes the job exciting.

Kana Kameda, Japanese Expert, Wix Tokyo.

What’s your most memorable ‘care’ moment?

Franziska: There was this one user who wanted their site visible in only two U.S. states. It was such a unique request that at first, I thought it was a prank! But I introduced them to Members Area, which solved their issue in a completely unexpected way. They were thrilled, and it was so satisfying to think outside of the box like that.

Olivia: I’ve had mindfulness and yoga coaches call in absolutely furious, which is always a little ironic (laughs). But by the end of the call, they’re calm and happy. It’s proof that care and patience can transform even the toughest conversations into something positive.

Kana: Our biggest Japanese partner needed a customized store feature. We worked together and delivered a tailor-made solution in just three weeks. It made a huge difference for their business and showed how powerful collaboration can be.

Stormie: Once, I spent an extra 40 minutes with a user after resolving their main issue because I noticed they weren’t using a feature that could really help their business. By the end, they were so excited about the possibilities. It’s moments like those that make me love this job.

Anna: I once worked with a tattoo studio in Greece for two hours. They were frustrated and stuck, but by the end we’d optimized their content management, and they were thrilled. They even invited me to come and get a tattoo! I didn’t take them up on it, but it was such a fun moment.

Zelinnka: Helping an elderly user who wasn’t tech-savvy was a big moment for me. It took a lot of patience, but their gratitude made it worth every minute. Moments like that remind me why I love this work.

Stormie Bonazza, English Expert, Wix Cedar Rapids.

What makes Wix Customer Care unique?

Franziska: Our culture. Everyone goes out of their way to help each other, and that sense of support makes everything possible. It’s vital for customer care because many times we need to find solutions immediately, so a culture of helping one another is essential.

Olivia: The emphasis on learning. Wix constantly updates its products, so you’re always growing professionally. It keeps you sharp and engaged.

Kana: The way we combine technical expertise with cultural understanding. It’s about adapting to our users, not the other way around, and that makes all the difference.

Stormie: The fact that your voice is heard. Whether it’s improving the product or sharing feedback with colleagues, everyone’s input matters, and that creates a powerful sense of purpose.

Anna: It’s the personal touch. Every user interaction feels unique, and you’re encouraged to treat it that way. There are no one-size-fits-all solutions here.

Zelinnka: The team. We lift each other up every day, and that sense of camaraderie makes even the hardest challenges easier to face.

Anna Lomako, English Expert, Wix Ukraine.

Zelinnka Samsel, Spanish Expert, Wix Warsaw.