Bonita Inza, Customer Experience Executive – Lacoste, Vera Bradley and Bath & Body Works Alumna  

Bonita Inza is a highly skilled “customer-experience innovator,” as she describes herself, with dual residences in New York City and Los Angeles. She has worked for companies like Vera Bradley, Pottery Barn, and Lacoste, and is now happily focused on her “next professional adventure.” She and her husband are also dog devotees, and she affectionately refers to their two German Shorthaired Pointers as “spoiled.”

A California native, Inza can trace her interest in serving the customer experience to her very first job, working in a Chinese restaurant at the age of just fourteen, a position she continued throughout high school, which she says taught her “a lot about how to listen to and react to customer needs.” She also notes that those who have inspired and in the end, furthered her the most professionally are those “who have challenged me to be the best…who have trusted me with honest and direct feedback, and guided me in the right direction, and sometimes let me learn from my mistakes.”  She also espouses an interesting, three-part interview question process, as well as writing down goals to be achieved over several different timespans, and consulting the list at least once a year.

Can you tell the readers a little bit about yourself?
As the only member of my family to graduate high school, I feel s as if I’ve always challenged the odds and the status quo. I graduated from the Fashion Institute of Design and Merchandising with an Associate of Arts Degree in Merchandising and Management, and then began my retail career on the front line as a retail sales associate. My passion for delivering results, building strong teams, and creating great customer experiences resulted in being promoted through the ranks as I mastered each level.

What does a day in your shoes typically look like?
I’m navigating a career transition at the current moment. Companies downsize, reorganize, and change strategic direction…and sometimes “shift happens.” I believe our professional career is a journey, and each experience makes us stronger and wiser. During times of transition, I find it’s important to stay up-to-date and connected and to practice self-care.

What are the first three things you do when you wake up in the morning, and the last three things you do before you go to bed?
I hate to admit it, but I often check my email before my feet hit the floor. After that, I take a shower, then, I make a double espresso with a splash of milk and sugar, and savor it for twenty minutes while I journal about whatever is on my mind.

In the evening, I wash and moisturize my face, brush my teeth, and read or catch up on one of my favorite television shows like The Voice.

What keeps you energized and motivated at work?
I love working with a great team to solve business challenges. Retail is a dynamic business with constant growth and change. It is about constant and never-ending improvement.

What is the favorite part of your job?
Helping people develop in their careers. I’ve had some really great mentors in my career, and I hope that I can provide that same support to people who I work with.

Do you have a ‘Power Outfit’ that you wear for a big meeting or important work event?
No, I just wear what makes me feel comfortable and confident for whatever the occasion.

What is your favorite leisure activity after a stressful work week?
A sunset walk on the beach with my husband and my dogs is the perfect way to end the week.

How does your culture/background influence your work?
Starting on the front lines in retail gave me a strong work ethic. I always remember what it was like to be at the beginning of my career, and I have a strong desire to build a culture that enables others to learn and grow and to make a meaningful contribution through their work.     

What are your most steadfast ‘don’ts’ rules regarding work and the workplace, and what are your most cherished ‘do’s’?
I have one “do” — the Golden Rule: treat others they way you want to be treated. 

What are the most important qualities of a good leader?
There are a few non-negotiable things like integrity and honesty. After that, I believe a good leader inspires hope and trust by setting clear goals and a compelling vision of the future; hiring and developing a great team; and creating a synergistic environment where everyone can work together to accomplish the goals.

How have mentors impacted your personal and professional development?
Most of my mentors have been direct supervisors. However, I once met a woman who was consulting at the company I worked at. I was so inspired by her that I took a risk and asked if she would mentor me. She said yes. I learned a lot from her. She gave me great advice and counsel. It was one of the best mentoring experiences I ever had.

What are three questions you like to ask during an interview to know if the candidate (or job) is the right fit?
It helps to hear how candidates think, but it’s sometimes better to understand how they behave in certain situations. To do this, I use a method of interviewing that asks candidates to share an example of a time they demonstrated the skills and behaviors that I am recruiting for. Then, I can evaluate if they are a good fit. There are three parts to this method: 

Situation: “Tell me about a time when…”
Behavior: “What did you do when that happened?”
Outcome: “What was the outcome?”

What advantages do you see as a woman in the workplace?
I have found that diversity is important in the workplace. When people with diverse backgrounds and experiences come together in a common goal, the ideas they create contain richness and originality. This applies to all types of diversity, not just gender.

What advice would you give to women starting their careers?
Set goals about where you want to be in 1, 5, 10, 20 years. What do you see yourself doing, being, and having in those timespans? Then write it down. Don’t worry about how it will happen, but be clear about what you want. Next, set your list aside. Refer to it or update it whenever you like, but at least once a year. I have goals that I wrote when I was just starting my career. When I look back on them, I feel blessed and amazed at how my career has progressed and how many things I hoped for actually happened!

What book would you recommend for women just starting their career?
The timeless classic by Dr. Steven Covey, The Seven Habits of Highly Successful People. It can be a challenging read, but it contains infinite wisdom.

What is your favorite quote you try to live by?
“If you change the way you look at things, the things you look at change.” – Dr. Wayne Dyer