Juan Serrano Lopez

Juan Serrano Lopez is a Lecturer at Tias Nimbas Business School, Tilburg University, with adjunct roles as Visiting Professor at Universidad Carlos III de Madrid, Universidad Politécnica Barcelona, and IEDC Business School (where he holds an Honorary Professorship). He also teaches corporate programs at IESE Business School and has held international appointments at the University of Reykjavik and Stoa Business School.

His expertise centers on service-oriented business frameworks, with research interests spanning:

• Service Management – Optimization of customer/employee experiences
• Marketing & Strategy – B2B dynamics and customer relationship systems
• Organizational Leadership – Executive coaching and HR development

Award highlights include:

• 2011: Designation as one of only 25 global Experience Economy Certified Experts outside North America
• 2011: Honorary Professor title from IEDC Business School
• 2009-2010: Best Teacher Award at Tias Nimbas
• 2012: Dual Professor of the Year awards from IEDC MBA cohorts

He co-founded Transforma (1996), a consultancy specializing in customer/employee loyalty research, through which he delivers corporate training for multinationals including BBVA, Telefónica, Novartis, and Siemens.