From Building Relationships to Creating Experiences

Reflections from a 2023 Women in Consumer Technology Woman to Watch on growth, listening, and leading beyond recognition.

JoAnn Arcenal | Director, Customer Experience, Crestron

If you had asked me three years ago what fulfillment looked like in my career, I probably would have described a packed travel schedule, a full calendar of meetings, and the excitement of building new relationships and uncovering new opportunities.

At the time, I was serving as Director of Business Development, a role that allowed me to connect with people across the country and across the industry. Every conversation held the potential for a new partnership, a new project, or a new perspective. I was constantly moving, learning, and growing.

What I didn’t realize then was that many of those experiences were preparing me for a role I hadn’t yet imagined.

In 2023, I was honored to be recognized as a Women in Consumer Technology Woman to Watch. While the award acknowledged the work I had done up to that point, the most meaningful part of the story was still ahead of me. Shortly afterward, I transitioned into Customer Experience, a move that would reshape not only my day-to-day responsibilities, but also my understanding of leadership, impact, and success.

Looking back, I’ve come to see that the relationships I built throughout my Business Development career weren’t just what earned me recognition. They became the foundation for everything that followed.

On paper, the shift from Business Development to Customer Experience seemed dramatic. Business Development is often measured by opportunities created and business growth. Customer Experience is measured differently. It’s about creating moments that resonate, building meaningful connections, and ensuring every interaction leaves a lasting impression.

With time, I’ve realized the transition wasn’t a departure from my career path. It was a natural evolution of it.

In Business Development, I was constantly on the move. The goal was always to find the next opportunity, build the next relationship, and show people the value of technology and solutions. Success was tied to measurable outcomes and goals.

Today, my work is centered in one place. Instead of traveling to customers, partners, and prospects, I welcome them into an environment designed to inspire, educate, and engage. Rather than focusing on what comes next, I focus on what’s happening in front of me.

And in that shift, I found something unexpected: fulfillment.

One of my favorite parts of Customer Experience is creating what I call the “aha” moment. It’s the instant when someone sees a solution demonstrated in a way that connects directly to their needs, challenges, or vision. It’s the moment when technology stops being about features and becomes something personal.

No two visitors arrive with the same perspective. A designer may be thinking about aesthetics. An architect may be focused on integration and functionality. An end user may simply want their home or workplace to function more seamlessly.

My years in Business Development prepared me for these conversations. The relationships I built and the miles I traveled gave me a broader understanding of how different people view technology, and taught me that while people may be discussing the same solutions, they’re often trying to solve very different problems.

Those experiences let me tailor every visit, creating a unique experience for each visitor.

If there’s one lesson from my Business Development career that has shaped me most, though, it wasn’t how to present, negotiate, or drive results.

It was how to listen.

Active listening sounds simple, but it’s one of the most difficult skills to master. It’s not just about being quiet while someone else talks. It’s not about waiting for your turn to speak. It’s about being fully present and genuinely interested in understanding what another person is trying to communicate.

Over the years, I learned that the best solutions rarely come from assuming you know the answer. They come from asking thoughtful questions, paying attention, and taking the time to understand what someone really needs. That lesson has become one of the foundations of my leadership philosophy.

Today, I find myself listening on multiple levels. I listen to what our customers need. I listen to what the business needs. I listen to what my team needs. Leadership often requires balancing those priorities while ensuring that everyone feels heard and valued.

My leadership style has evolved significantly because of that perspective. In Business Development, much of my focus was on helping teams achieve specific goals and measurable results. While results still matter, my role today challenges me to think differently. Instead of driving a team toward quotas, I help propel a team toward creative thinking and innovation.

Together, we’re constantly asking ourselves: How can we create a more meaningful experience? How can we make each visit memorable? How can we continue evolving to exceed expectations?

Those questions don’t always have clear answers, but that’s what makes the work so rewarding.

I’ve also learned that growth doesn’t stop when you’re recognized for your accomplishments. Recognition can be the beginning of a new chapter rather than the culmination of one, and the most rewarding moves are often the ones you don’t anticipate. They push you beyond your comfort zone and reveal strengths you didn’t know you had.

When I reflect on the Woman to Watch award today, what stands out most isn’t the recognition itself. It’s the journey surrounding it: the relationships I built, the people I met, and the lessons I learned in Business Development. They didn’t simply help me earn the award. They prepared me for what came next, and gave me the perspective, empathy, and understanding I rely on every day in Customer Experience.

At the heart of both roles is the same mission: understanding people, building connections, and creating experiences that matter.

The recognition celebrated where I was in 2023. What followed challenged me to become the leader I needed to be next, and for that, I’m even more grateful.

To the women coming up in consumer technology: recognition is worth celebrating, but what you build after it matters even more. Keep listening, stay curious, and let the next chapter surprise you.