The Friday Five: CX 50 special!

The new CX50 is live! The prestigious list, curated by Zone and Marketing Week, celebrates the best 50 leaders in UK customer experience. Read on for a profile of five inductees, and download the full list at the bottom…

1. Navigating compliance to deliver the best CX

Few sectors have a bigger challenge than financial services in managing the technology and data at the heart of their customer experience — and their regulatory compliance. That challenge only increases when you’re supporting 9 million customers across 140 countries, as More Than owner RSA Group does.

As CIO, Germain is responsible for the long-term transformation strategy — including all aspects of technology, change and operations — aimed at delivering best-in-class customer service. Managing over 12,000 staff in multi-disciplinary teams, he works across the group to embed a global tech and digital strategy to grow the business.

2. Using AR and AI to meet consumer needs

Khan is a regular on top tech lists, being a member of the BIMA 100 and one of the FT’s 100 BAME leaders influencing the tech sector. He’s earned those spots — and his place in the CX50 — through his operational, strategic and commercial leadership of Beamly, Coty’s in-house digital product and marketing technology accelerator.

In that role, he directs multiple product development ‘tribes’ and ‘squads’ working to fulfil unmet consumer needs in the beauty industry through AR and AI experiences, while also aiming to deliver insightful first-party data. He cites Max Factor’s My Make Up Artist software, launched last year, as the example that excites him most.

3. Insight the key to transformative experience

The smallest of the UK’s ‘big four’ mobile networks, Three has always targeted heavy mobile users, meaning customer experience has been a critical pillar of its service. With over a decade at the company, Mehra has a deeply ingrained knowledge of what its customers need and how that has evolved.

Insight has been key to Mehra’s approach, including how the company’s NPS impacts the bottom line, particularly since 25% of customers join because of a recommendation from friends and family. She is also focused on making sure the company addresses the issues customers really want them to focus on.

4. Driving up quality while breaking boundaries

A passion for quality, motoring and German has propelled Roberts through the ranks at BMW, from starting out as a graduate trainee to leading the group’s UK marketing efforts, in charge of a large team. Unafraid to stand out, Roberts still battles against the stereotype of a male-dominated industry. That hasn’t held her back, though.

She continues to break down boundaries, leading BMW’s partnership with Vogue in its Forces for Change project, which looks at topics such as using design to combat climate change. It will also promote BMW’s ‘Girls Go Technical’ initiative, which encourages female students to take up work placements in its manufacturing plants.

5. Ramping up e-commerce beyond retail

Williams has driven e-commerce innovation for a range of top brands, including Gucci and The Body Shop, and her reputation for taking ideas to market has found her in most top tech, digital and CX lists. Since early 2019 she has been overseeing Lego’s e-commerce activities, which are ramping up the ‘beyond retail’ element.

Ideas include using AR to help buyers envisage the finished article, as the company acknowledges more sets will be bought online. Coronavirus hasn’t hindered the company’s expansion plans as earnings continue to rise and Lego recently renewed its partnership with Tencent in China to deliver unique digital experiences.

We write about design, content, strategy & technology to share our knowledge with the wider community.