Letter to a CEO: How to Redefine Collections and Lead in 2025

Dear Friend,

Happy New Year and welcome to 2025! As the calendar resets, it brings with it an opportunity to rethink, redefine, and reshape how we approach the challenges and opportunities ahead. I wanted to take a moment to share some thoughts that have been circling my mind, especially on a topic I know is close to your heart: collections. But not just collections as a process – I’m talking about redefining collections as a cornerstone of leadership and customer-centricity in your organization.

Let’s be honest: the traditional approach to collections is outdated. The robotic calls, generic payment reminders, and impersonal tone belong to a bygone era. Today’s customers demand more. They expect empathy, respect, and solutions tailored to their unique circumstances. In other words, 2025 isn’t about collecting debts – it’s about recovering customers. This shift changes everything. It’s not just about numbers anymore; it’s about relationships, trust, and long-term value.

Now, I can almost hear the finance team raising their eyebrows. “How do we balance customer experience with financial performance?” they might ask. The answer lies in integration, not compromise. Investing in customer experience (CX) isn’t a cost; it’s a strategy. A customer who feels heard and respected – even in difficult situations – doesn’t just pay their debts. They come back, stay loyal, and advocate for your brand. It’s a virtuous cycle that improves financial metrics in the long run.

As Simon Sinek wisely said, “People don’t buy what you do; they buy why you do it.” In collections, the "why" has never been more critical. Customers want to know that your company sees them as more than a payment – as partners in a relationship built on mutual respect and value. When you approach collections with this mindset, the narrative shifts, and the outcomes follow.

But here’s the real challenge: for this transformation to succeed, it must start at the top. Cultural change doesn’t happen organically or overnight. It requires vision, persistence, and leadership. That’s where you come in. Your role as CEO is pivotal in showing your organization that collections isn’t just about recovering money; it’s about rebuilding relationships and reinforcing the company’s reputation. When you champion this vision, others will follow.

And this brings me to one of the most important words for 2025: synergy. Collections, Finance, CX, and Operations cannot afford to work in silos anymore. These departments must align, share insights, and collaborate toward common goals. This isn’t just about efficiency; it’s about creating a unified strategy that serves both the company and the customer. Synergy turns fragmented efforts into cohesive action – and that’s where real transformation happens.

Looking ahead, 2025 is not just another year. It’s a fresh chapter, a moment to lead with purpose, empathy, and determination. My hope for you and your company is that this year becomes a milestone – a time when you not only meet your goals but also redefine what success looks like. You have the vision, the charisma, and the influence to make this happen.

If you ever feel like bouncing around ideas, reflecting on strategy, or simply grabbing a coffee (or something stronger), you know where to find me. Here’s to a year filled with growth, transformation, and meaningful impact – for your business, your team, and your customers.

Warm regards, Nádia